E-commerce presentatie - Centexbel
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Transcript of E-commerce presentatie - Centexbel
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E-commerceEnkele Wijsheden
Lieselotte Van Tieghem
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Hi! I’m Lieselotte.
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I work at WijsA digital Agency in Ghent
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‣ digital agency
‣ everything online
‣ digital strategy, websites, facebook apps, seo/sea, social, analytics...
‣ 54 FTE (june 2012)
‣ focused on results (sales, leads, conversions)
‣ strong methodology - user centered approach
‣ integrated process and teams
Tweet-style Summary
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Process
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Think strategicE-commerce
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In many cases it’s more then just putting your product catalog online
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Who are your clients &in what way do they expect you to do “e-commerce”?
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Who are your target groups?‣ Distributors
‣ Retailers
‣ Architects/contractors
‣ End user (B2B) or consumer (B2C)
‣ And even your own people
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How will each target group make use of your service online?
How can we translate this into conversion / e-commerce?
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Let me tell you my story...‣ Young mom of two children
‣ Happily married to an entrepreneur
‣ Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary
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This is what we did 2 years ago
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This is what we did 2 months ago...
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Ground rules
1. We did not visit one offline-
point
2. For the second project we
didn’t use an architect
3. We did all the research
online: brands, products and
contractors
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4. We chose all products online
5. We checked all references of the used brands
online. If there were none, this was not a good sign
6. If the company did not have a website, it did not
exist (eventhough the contractor had spoken about it)
7. Eventually we bought offline with our contractors
(who we also challenged...)
Ground rules
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And well, let’s be honest... this is only my generation
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So maybe...
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Re-invent offline stores‣ experience centers
‣ service points
‣ pick-up points
‣ the advantage of offline visibility
‣ credibility
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And make sure people talk about you online!
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Qualitative traffic
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Build it, and they will come
John Doe
CEO at a random company
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Build it, and they will come
John Doe
CEO at a random company
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Never build a webshop before thinking about your marketing strategy
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It’s not about creating as many traffic as possible, it’s about creating
qualitative traffic
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Some online ways
1. SEO
2. Advertising: SEA, Social ads,
Remarketing
3. Email marketing
4. Social media marketing
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Shortly zooming into the power of SEO
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First of all...
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Zoekvolumes
1. Sjorbanden BE: 210x per maand
2. Sjorbanden NL: 1.300x per maand
MAAR
1. Spanbanden BE: 1.300x per maand
2. Spanbanden NL: 6.600x per maand
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SO...
talk their talk on your website
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Engagement... Create a story and talk their
slang
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Last year I met these 2 young fellaz
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After 4 months...
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Inspire...
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Measure...
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A bigg-ass titleAbout a proper subject
Een website is zoals een schip
meten, evalueren& bijsturen
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Dare to make e-commerce an inherent part of your
company
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How can the existing company adapt to E-commerce?
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Some things we experience...‣ Customer service department
becomes a sales channel
‣ Sales department and online sales
‣ What about a dedicated E-Team?
‣ What about your distributors & retailers?
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So nope...E-commerce is not just something on the side
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‣ about your target groups and their needs‣ about your online marketing‣ about usability & conversion‣ about your company and existing organisation
Think strategic...
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In other words...
dare to invest, but in wise and small steps