The 7 Pillars Of Ecommerce
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Transcript of The 7 Pillars Of Ecommerce
The 7 Pillars of Ecommerce
A beginners guide to promoting & selling over the internet
I’m here to convert you
"I know half the money I spend
on advertising is wasted, but I
can never find out which half.”
John Wanamaker 1838 - 1922
Numbers to know
• Online spend 2009: – Will rise 13.3% to £20.9 billion
• By 2013: – Set to reach £31.2 billion
• That’s 10% of total retail spending…only!
Shopping habits have changed
• Pre internet
Shopping habits have changed
• With internet
Pillar 1
The Conversion Rate
What is: Conversion rate
“The percentage of people that visit your website and actually buy
something”
Calculate: Conversion rate
No. Transactions / Unique Visitors
X 100
= % CONVERSION RATE
• Targeted, qualified traffic
• Higher conversion
Measure: Conversion rate
And don’t worry, it’s really easy!!
Google Analytics is FREE
Pillar 2
Usability
• Usability – Simple & instinctive to use – People are Cognitive Misers – Design Pages for scanning not for reading – Talk in the same language as your users – Prioritise the key information (users look for) above
the fold – Trust and credibility need to be reinforced
Pillar 2: Usability
Pillar 2: Usability
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Usability: the homepage
• The homepage – Most valued property on a website – Make it obvious what you do/if you sell – Use it to spell-out the big picture – Prominent internal search – Seasonal campaign activity – Resolution: 1024 x 768 – Deep link into core areas – Over the fold!
An example of a good homepage: Matthew Williamson
www.matthewwilliamson.com
a good homepage
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a good homepage
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Good, clear search
Deep link into site
High impact, current image
Clear navigation
Usability: product detail page
• Product detail page – Focus on one button – buy now – The more images the better – Detail on demand – Zoom is essential – Cross-sell/Up-sell – Show delivery and availability info – Share capabilities
An example of a good product detail page: Net-a-Porter
www.net-a-porter.com
a good homepage
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a good homepage
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THE PRODUCT IS THE HERO!
Alternative views Zoom options
Clear and prominent buy button.
Share capabilities
Pillar 3
The Checkout
Pillar 3: the checkout
YOUR CUSTOMER IS WAITING AT THE TILL WITH THEIR CREDIT CARD READY…
…WHAT COULD POSSIBLY GO WRONG?
Pillar 3: the checkout
• Sites lose over 50% of their customers at the checkout…
Why?
+ Just window shopping
+ I don’t want to register / Why do I have to register? I just want to buy this item and get on with my life
+ Too many clicks...Every click is a friction node where you will lose visitors
+ I don’t feel safe using my credit card
An example of a good checkout: Links of London
www.linksoflondon.com
07957519012
07957519012
Encapsulated checkout – i.e. no global navigation
Product details including delivery charges and payment options clearly laid out
Peace of mind
New customers not requested to enter email at this stage
Product details etc on every page in the checkout
Clear indication of section complete + ability to go back and edit
Prominent and clear call to action
Product details etc on every page in the checkout
Clear delivery and billing details
Pillar 4
Engage your audience
Pillar 4: Engage…
• People don’t buy first time
• Will they remember to come back?
• What makes your site so special?
• Make it fun but have a point
An example of good, commercially focused engagement: Links of London’s ‘interactive charm maker’
www.linksoflondon.com
Grab and drag charms emulating the real experience!
Click straight to checkout
An example of good, commercially focused engagement: Matches Fashion ‘Shop the Catwalk’ feature
www.matchesfashion.com
Video of catwalk plays with option of clicking to product detail
An example of good, commercially focused engagement: Coast ‘Style Notes’ feature
www.coast-stores.com (feature now offline)
Pillar 5
Search
Pillar 5: Search
• Over 60% use search engines
• Natural Search (aka organic) – Achieved through SEO
• PPC (Pay Per Click) – Google, Yahoo, Bing
NATURAL SEARCH RESULTS
PAID FOR SEARCH RESULTS
Searchers behavior
SEO can work fast
• To get ‘top ranking’ in Natural results.. – Site build using SEO friendly CMS – Good content – External links…(buying links doesn’t work)
Search facts
• 60%+ search phrases now 3+ words • 90%+ 2+ words • Being top of organic and paid (PPC) improves:
– CTR – Brand Awareness – Recall – Purchase Intent – Conversion
Dixons.co.uk
Pillar 6
Email: Retention
A customer is for life…
not just for Christmas…
Email marketing
• Registered customers are like gold dust • Highest spenders • Highest converters • Lowest CPA (cost per acquisition)
• SO LOOK AFTER THEM!
Email stats
• Returning customers: – Spend up to 30% more
– Cost you up to 70% less
• Email open rates: 20% - 30%
• Click through: 25%
• Cold lists: 5%
Low hanging fruit
• Most retailers not doing the basics • 50% happy to give you email address • URL behind the till • At check in • On the readout • On the display aisles
Email: Quick-fire tactics
• Decrease shopping cart abandon rates – Email customer with offer after 3 – 6 days
– Up to 30% come back
• Own the customer: auto email – Thank you email
– Check out new product
– Incentive
Pillar 7
Social
Social media has now become ubiquitous
68
184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008
Social media marketing
• Generation ‘why?’ • People listen to their peers • Onsite reviews increase conversions
Harness the power
• Wikis: Wikipedia • Social networking: MySpace &
Facebook • Presence apps: Twitter • Video Sharing: You Tube • Virtual Reality: Second Life • Engagement: Blogging
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Harness the power
• Wikis: Wikipedia • Social networking: MySpace &
Facebook • Presence apps: Twitter • Video Sharing: You Tube • Virtual Reality: Second Life • Engagement: Blogging
An example of a good Facebook App: Anya Hindmarch ‘Be a Bag’
www.anyahindmarch.com
Case study: Anya Hindmarch
Case study: Anya Hindmarch
• Upload image to ‘Be a Bag’ application
• Naturally viral
• Commercial value
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An example of an integrated blog: Jigsaw ‘Inside Jigsaw’
www.jigsaw-online.com
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Products in blog pages link direct to ecommerce site
Encourage visitors to leave an email address
Links to main ecommerce site always visible
Pillar 8 **BONUS
?
Number of searches on Google from iPhones surpassed those from all other phones at Christmas.
German iPhone users consume 30 times more data.
95% of iPhone customers regularly surf the Internet.
Google sees 50 times the number of searches using the iPhone than any other mobile device.
In summary
• Measure and track everything
• Usability is key to success
• Perfect the checkout or lose $$$
• Engage with your customers
• Search is king, get your site ranking
• Email can be very powerful
• Use Social to connect with customers
• Keep an eye on emerging tech
Thanks for listening
[email protected] www.Pod1.com www.ChooseBrilliant.com
Blog.pod1.com Twitter.com/pod1
Twitter.com/brilliantUK