S M B Online Best Practices2009final


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

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S M B Online Best Practices2009final

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