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S M B Online Best Practices2009final

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Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

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  • 1. SMB Online Best Practices
    Marissa Tarleton, SMB Online
    November 2009
  • 2. Successful SMB Online Best Practices
    Listen to your customers
    Uptime is king – fix site stabilization issues first
    Maintain a simple and intuitive site
    Establish, forecast and adhere to reliable and rigorous metrics
    Develop robust email, online demand generation and search programs to drive traffic
    Optimize your entry points
    Strong promotions, navigation and merchandising drive conversion
    Always be testing
    Don’t forget to upsell
    Prioritize and develop technologies that yield significant business results
    Engage with customers online using online community tools
    Track your core competitors
    One size does not fit all – target
    2
  • 3. Summary of Online Levers
    Customers
    Browse
    Store (Configurator)
    Cart
    Checkout
    Order
    HOW TO MOVE?
    LEVER
    ODG, natural search, affiliates, partners, community/social media, email
    TRAFFIC
    Price/promotion, merchandising, navigation, targeting, content
    CONSIDERATION
    Price/promotion, merchandising, store pathing and length, checkout experience and payment options
    CONVERSION
    UNITS PER TRANSACTION
    Targeting, Promotions,S&P
    REVENUE PER UNIT
    MARGIN PER UNIT
    Product mix, S&P/Services up sell
    3
  • 4. Ensure Site Stability
    • Downtime impacts your customer experience and bottom line
    • 5. Build processes to monitor site uptime and accuracy (applications, network and content)
    • 6. Establish an automated audit an notification process for site issues
    • 7. Obtain root cause reports to prevent future recurrence
    Downtime impacts both financials . . .
    and customer experience:
    Buyer satisfaction rating
    Customers returned, but revenue still lost
    SITE
    DOWN
    Servers down, site slow
    Very unsatisfied
    Very satisfied
    4
  • 8. Traffic – Focus on Quality & Maximize the Entry Point
    • SEO and SEM are critical – B2B Internet users use search engines first to find out about a product or service (83% use Google)
    • 9. Email – Grow an opt-in email subscriber list aggressively, provide clear benefits to subscription and track opt out
    • 10. Consider segmented OA/email programs that add value beyond just promo/price
    • 11. Offer value-added and exclusive promotions to affiliates
    • 12. Monitor your mix of traffic from ODG vs. Unattributed – ODG is often higher value
    US SMB ODG:
    • Higher conversion% and RPV
    • 13. Higher intent of buying
    • 14. Increase awareness in customers about the Brand and Products
    • 15. Quicker returns as compared to organic search or other non ODG vehicles
    Tip: Avoid landing pages that don’t convert. UPHV will go up as bounce rate decreases
    5
  • 16.
    • Almost 20% of all retail site visits come from search engines and directories (is this US data?)
    • 17. 35% of all search engine queries are commercial in nature
    • 18. Both Paid and Natural Search deliver strong results
    Organic Search Results
    Results generated algorithmically – unpaid
    SEO
    SEM
    high speed internet
    Paid Search Advertising
    Typical Models are PPC
    6
    Traffic – Search Continues to be a Critical
  • 19. Conversion – Know Customers Exit in the Funnel
    • US SMB: ~98% abandon rate and from config through checkout for systems
    • 20. Explore ways to shift the funnel & reduce leakage in each stage of path
    Browse
    Config
    System Checkout
    Total Checkout
    Effective Traffic
    Cart
    40% or 31 visits advance to checkout
    60% or 600 visits to product pages
    51% or 16 visits complete checkout
    1000 Visits (example)
    45% or 8 visits place a system order
    62% or 369 visits enter config
    21% or 77 visits enter cart
    =0.8% global site conversion OR 2% global store conversion
    • Persistent Cart
    • 21. Saved cart email/outbounding
    • 22. Optimize entry points
    • 23. Targeting bytraffic source
    • 24. Page design
    • 25. Path to most effective pages
    • 26. Comparisons
    • 27. Targeting
    • 28. Strong internal search
    • 29. Simplified Config
    • 30. Learning content
    • 31. Improved search
    • 32. Payment approvals/options
    • 33. Simplified checkout
    TIP: Focus design, data and testing on highest leakage areas
    7
  • 34. Conversion/Consideration – Site Merchandising
    Consider the site as an extension of the sales force
    Call to action with phone number, chat, lead gen forms should be hard to miss
    Control the Sale and Upsell
    Navigation & Design
    Make forward-moving navigation clear. Side paths can provide additional information, but should always lead back to the main path
    Provide ways for customers to filter
    Provide product detail/comparisons
    Provide robust comparison and filtering tools
    Enable various sorting mechanisms: Deals, Top rated, Best Sellers, All
    Integrate relevant content in addition to just selling products for customers there to learn
    Integrate content/customer stories/insights
    Integrate with marcom/evalue code
    Tip: Target this content based on behavior or authenticated data where possible for improved RPV/MPV
    8
  • 35. Consideration/Conversion – Develop Meaningful and High Quality Content
    • Think beyond the sale – remember that most customer are here to learn not purchase
    • 36. Content can be your own or from your partners or customers
    • 37. Simplify language and choice
    • 38. Be consistent in all messaging and drive reassurance
    Unclear
    Better
    TIP: Robust content like this is a great search traffic driver
    9
  • 39. SiteStickiness – Engage Your Customers Online
    SMB customers and businesses are taking more advantage of Social Computing
    Forums, Wikis, Blogs, RSS, file sharing and user-generated content
    Great opportunities for customers to collaborateand learn
    Great way to get lowcosttraffic and attention
    Don’tadvertise – engage. Customers are in control
    Dell examples:
    www.dellideastorm.com
    www.dell.com/community
    Community withinprimarynavigation
    TIP: Customers want to share their ideas with you and with their peers. Give them a place to do so.
    DELL CONFIDENTIAL
    10
  • 40. BACKUP
    11
  • 41. SITE NAVIGATION
    Actions:
    • Optimize ease of use, relevance and persuasiveness of primary purchase path
    • 42. Make forward-moving navigation clear
    • 43. Side paths can provide additional information, but should always lead back to the main path so customers do not get lost
    • 44. Give each page a clear purpose
    • 45. Each click answers a question – the page behind the click must serve that purpose
    • 46. If the purpose of a page is to sell, have consistent and visible ‘action’ to allow customers to buy
    Home Page
    Line Page
    Configurator
    Cart
    Series Page
    CS1
    Focus on the purchase path
    Promo link opens new window - delivers info and keeps customer on purchase path
    TIP: Identify upsell opportunities in the configurator: highlighted recommendations, featured add-ons, default selections
    12
  • 47. How SEO works
    • Search engines use automatic programs to crawl the Web.
    • 48. Search Engines retrieve content based on a query
    Can your content be retrieved? Can the crawler read the content on your page?
    Does it match what the user is searching for? If a user search “laptop”, is that word in your content?
    • Those crawlers or spiders look for information about the intent of the website:
    • 49. Web pages are read like we read a page in a book: top to bottom, left to right.
    Search engines take the crawled-through information and index them.
    Hundreds of parameters are processed through their unique proprietary “black box” algorithms
    • They then use this index to match search engine results to searcher queries. Ranking is largely based on
    How well your content matches what the user is looking for
    How popular your content is on the web – internal & external links
    • The Key to having a strong natural search result presence is:
    • 50. Clear page subject matter AND Descriptive title & URL of the page.
    • 51. Distinct focused content unique to each page
    • 52. Keywords/phrases customers would search on relevant to the page
    • 53. Easily readable content and accessible navigation not reliant upon images, multimedia or special scripts
    • 54. LinkingStrategy –Link is a “Word of Mouth” on internet .
    • 55. A link is a “vote”: So incoming links help establish the importance of a site or page with a search engine
    • 56. Links can be External (CNET, blogs, industry partners, etc) or Internal (ex: from a blog entry to the main blog page)
    • 57. Link to the page using descriptive text, preferably a keyword
    13
  • 58. Social Media Channels
    Social Media Channels
    Micro Blogging
    Blogging
    Social Networks /
    Applications
    Online Video
    Widgets
    (Web based Widgets)
    Others*
    Tagging/
    Photo Sharing
    Podcasting
    14
  • 81. Social Media Types and Applicability
    Nike Plus Case Study
    J&J’s Social Media Initiatives
    • Nike plus ready shoe is built to have a tracking device that syncs with the iPod or band (device measures time, distance, pace, calories etc.)
    • 82. J&J Health Channel on YouTube: Online video channel which focuses on addressing several health issues
    • 83. Consumer Product information: J&J posted a video on an acne treatment product developed by Neutrogena Corp ; launch of medical device training videos (OCD & Ethicon Endo related products) on YouTube increased the number of views and response
    • 84. Using twitter as a channel to promote health related initiatives undertaken by J&J ; directs traffic to J&J Sponsored web properties such as Safe Kids USA and baby.com
    • 85. Nike has created a community of runners (Nike 6.0 Action Sports Community)– all centered around the Nike brand.
    • 86. They offer a community forum to connect with other runners around the world,
    • 87. Social networks: Jordan Brand Breakfast Club
    • 88. Widgets: Nike + Challenges and Goals
    • 89. It allows Nike to market directly and indirectly to product users through the community website portal; new product launches are also communicated through these channels
    15
  • 90. Listen to Your Customers
    Create baseline site and user experience metrics and measure often – NPS
    Document your user needs (what they want to do on your site)
    Quantify and categorize the key visitor demographics and attitudes
    Identify possible barriers to visitor success
    Categorize and prioritize areas of improvement suggested by users
    Gain a clear picture of:
    Who is coming to our site?
    Why are they coming here?
    What drove them here?
    How successful are they in accomplishing what they came to do?
    How we can improve the site to help fulfill its mission
    Whether the site is having a positive or negative impact on our brand
    WW SMB
    EMEA SMB
    AMER SMB
    APJ SMB
    Tip: Develop short and long term projects to fix the larger CE issues tracked on site to improve NPS and conversion.
    16

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