Ecommerce basics Optimise your images – image search traffic is significant Integrate Facebook at product level: a ‘most Liked’ category on your site? Google Base – 5-15% of retailers’ turnover Robust content strategy
Blogs – for life post-Panda
Video – YouTube is the 2nd largest search engine!
Email still works Reviews – not only incentivising them, but featuring in the search listings via Google checkout Enable the user
Mobile Mobile shouldn’t remove the opportunity to consultatively sell. There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services. Mobile should
Social change Social commerce – e-commerce through social networks Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there) Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified.
provide links to the ordered product pages to share socially
‘people who also bought’ shareable links (unsubtle hints for gifts)
Google checkout as a payment option to enabled featured reviews in your search listings (beware of confusing your customers)
Social commerce The socialisation of your brand drives business
Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
Social commerce Facebook Connect – log-in & checkout using FB details Facebook wall-stores. Not just sharing the story, sharing your shop! Full Facebook stores - great for a few products. Conversion stats? Facebook Deals – a campaign strategy to emphasise location / relevance / convenience
Facebook commerce A convenience store? Payment in Facebook: PayPal & Credits The phasing out of FBML, the phasing in of iframes – where does the transaction occur? People are happy with the ‘security’ of Facebook. The purchase process is quite slow and clunky. Remember these are your customers. Control the customer experience.
Facebook commerce Forbes states that Facebook’sreferral traffic to Amazon grew 328% year on year in Oct. 2010, while Google’s traffic dropped 2%. Facebook traffic to eBay grew 81% while Google traffic dropped 3%. 8th Bridge forecasts retail sales on Facebook in 2011 will be IRO $100 million. They also state that people are ‘18 times more likely to buy directly in their News Feed than when clicking off to a separate website’. Facebook disagrees. Why? Learn, test, refine. Facebook is a campaign tool, a marketing strategy with benefits.
Truly social commerce ‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’