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2012 07 ijl2012_eddie-prentice_seminar_e_commerce
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2012 07 ijl2012_eddie-prentice_seminar_e_commerce

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eCommerce Seminar by Eddie Prentice, delivered at IJL London, Earls Court, September 2012

eCommerce Seminar by Eddie Prentice, delivered at IJL London, Earls Court, September 2012

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  1. eCommerce Trends What’s current? What’s working IJL Seminar – 4 September, 2012 Eddie Prentice – Digital Marketer
  2. eCommerce Agenda • Why are we here? • Social commerce • Mobile Commerce • eCommerce trends & issues • Conclusions Eddie.Prentice@btconnect.com
  3. Olympic Ticketing Tickets sold out in spite of the website not because of it Eddie.Prentice@btconnect.com
  4. Olympic Ticketing This is not the real world. Without marketing and good website usability you fail. Buyers persevered because there was no alternative. Eddie.Prentice@btconnect.com
  5. Internet “Splinternet” • Explosion of devices and social networks has turned the internet in to the “splinternet” • New fragmented reality • More complex to deliver a consistent customer experience Eddie.Prentice@btconnect.com
  6. eCommerce Facts Eddie.Prentice@btconnect.com
  7. eCommerce Why It’s Important? • 20% shoppers spend more than half their income online • 40% of UK consumers shop online at least once a week • 52% research purchases SOLELY online • 40% start their search for ALL purchases online Source: PricewaterhouseCoopers / Reevo, June 2011 Eddie.Prentice@btconnect.com
  8. Mobile Commerce Eddie.Prentice@btconnect.com
  9. Mobile Devices Deliver on the Promise Smartphones are now mainstream Touchscreen tablets are now what we’ve always wanted them to be Eddie.Prentice@btconnect.com
  10. Current Mobile Technology • 2G = voice and text • 3G = 2G plus internet services • 4G = faster and better coverage than 3G (not yet launched in UK) Eddie.Prentice@btconnect.com Current mobile technology is know as “third generation” (3G) Roll-out of 4G services is coming soon! Enabled by the release of SPECTRUM. Expected to reach the UK in 2013.
  11. Mobile Facts 26 million smartphone users in the UK Source: Comscore April 2012 69% of smartphone owners currently own their first smartphone Source: Our Mobile Planet May 2012 Eddie.Prentice@btconnect.com
  12. Mobile Usage Its Not About Phone Calls • A third of smartphone owners prefer using it for Web browsing or e-mail even when they are near PCs. • Over the past two years, iPhone users have spent 45 percent more time e-mailing on their smartphones and 15 percent less time e-mailing on their PCs. • More than 60 percent of smartphone users would consider buying goods with it or have already done so. • As more products are distributed over mobile channels, greater competition will raise the importance of design, ease of use, and new mobile payment options. Source: McKinsey Research Eddie.Prentice@btconnect.com
  13. Amazon $1billion in Mobile Sales Eddie.Prentice@btconnect.com
  14. Mobile Site Design Basics • Minimise menu and navigational items • Vertical lists work better than horizontal menu bars • Links/buttons should be large enough and widely enough spaced to view and click on or touch. • Search box is very important given a more limited link navigation – Enable filtering of results – Include price in results • Minimise form filing Eddie.Prentice@btconnect.com
  15. De Beers Bridal App Single theme: Bridal - Focus on customer needs rather than product Good use of action phrases – Useful navigation options Eddie.Prentice@btconnect.com
  16. M&S Checkout • Mobile users do not want to invest time in entering lots of personal details. • Make registration optional • Minimise form fill – Add shortcuts (postcode lookup) – Pre-populate billing address • PayPal payment option may avert security concerns Eddie.Prentice@btconnect.com On entering Checkout, users forced to register. NOT best practice
  17. M&S Checkout Users forced to put in too much detail, including date of birth Eddie.Prentice@btconnect.com
  18. Debenhams Checkout Debenhams offers a much slicker checkout process – Allows guest registration – Postcode finder – Assumes same address for billing & delivery – Pages short and quick to load Eddie.Prentice@btconnect.com
  19. Topshop Checkout • Very fast Checkout • Guest registration • Only requires delivery address & card details • Short pages (quick to load) • Pulls up numerical keypad to enter phone number Eddie.Prentice@btconnect.com
  20. Social Commerce Eddie.Prentice@btconnect.com
  21. Social Media What’s the Point? Grow customer engagement and build brand loyalty It’s about: • Personalising your brand • Enabling customers to identify with your brand Eddie.Prentice@btconnect.com
  22. Social Media UK Statistics • 31.5 million Facebook users in UK (over 50% of UK population) • 97% students use Facebook • 45% students use Twitter • 25% of consumers have a Twitter account Eddie.Prentice@btconnect.com
  23. Social Media Brand Engagement By Age Source: Fishburn Hedges, via Econsultancy, May 2012 Eddie.Prentice@btconnect.com
  24. eCommerce & Facebook Fans • Fans made 131% more visits to the online store than Facebook users who had not liked the brand. • Fans made 639% more visits to the online store than non-Facebook users • Once users became fans, they visited the company’s website 30% more than before Source: allfacebook.com, July 2012
  25. Attract Customers on Facebook 1. Get More Fans • The more people who ‘like’ your page, the bigger your reach across their network of friends. All your fans have hundreds of friends who can see who they interact with. 2. Turn Fans In To Leads • Having fans doesn’t get you sales. Turn these fans in to email addresses. 3. Turn Leads In To Sales • Email is generally has the highest sales conversion rate of all sources of website traffic. Likes Email addresses Customers
  26. Like Our Page Hint Hint Click on Red Bull App
  27. Like Our Page Hint Hint Arrows in graphic point towards Like button. No need to be subtle.
  28. Liked Now Watch This
  29. Liked? Now Share
  30. Welcome to Topshop
  31. Sign Up To Style Notes
  32. Sign Up To Style Notes
  33. Facebook Best Practice • Try and post every day – don’t forget weekends. This is an active time for many Facebook users • Focus on engagement, not sales – ask questions, offer tips, share interesting content links, respond to questions • You can sell but get the balance right e.g. 5 posts, one sales message and 4 helpful content posts (80/20 rule) • Have calls to action – tell them to like, comment, watch (and why). • Make it entertaining or fun
  34. Brands Followed For Offers, Discounts & Updates Why do you follow brands on Twitter? Eddie.Prentice@btconnect.com
  35. Twitter Responding to Negative Comments How to deal with the negatives? • Respond quickly • Apologize / empathize • Make it easy to communicate (move it public to private - DM, Email, Phone) • Be human – no corporate speak • Put things right – whatever it takes • Offer an incentive to buy again
  36. Twitter Best Practice • Avoid spammers. Don’t follow everyone who follows you. Just follow if it’s right for your business. • Don’t follow too many people. It’s not a numbers game and makes you look desperate. • Don’t over-tweet. Give followers time to breathe and you won’t be seen as a spammer but don’t allow too much time between tweets either. • Don’t be too commercial. Get the balance right. 80/20 rule. • Be personal. You can go off message occasionally for comments on matters of general or topical interest (Usain Bolt OK but David Cameron not OK). Eddie.Prentice@btconnect.com
  37. Pinterest 9 Tips for Marketers 1. Don’t just blow your own trumpet - completely misses the point of social media. 2. Let others contribute - allow other users to pin content to some of your boards. They will share the board with others. Be selective to avoid spammers. 3. Update your boards on a regular basis – to keep customers engaged you have to give them new content on a regular basis. 4. Use eye-catching images (or don’t bother) – large, hi-res, colourful. You want to inspire others. 5. Add links to your images - when you do pin your own product make sure to link back to your e-commerce site. 6. Be wary of copyright infringement - If in doubt don’t pin it. Credit images – you are unlikely to get sued if you send traffic to the copyright owner 7. Don’t include prices or logos – these images won’t get repinned. Just link back to your website. 8. Make pins and pinboards searchable - use keywords in the descriptions so users can find them when searching the site. 9. Add a Pinterest share tab to your website Ref: www.econsultancy.com Eddie.Prentice@btconnect.com
  38. Burberry on Instagram - Originally showcased products but now photos around London - Using Instagram to positioning Burberry as a cosmopolitan, British brand - Also, featured behind the scenes look at launch of new range, presented as an invitation i.e. building network with exclusive content - Now over 500,000 followers Eddie.Prentice@btconnect.com
  39. Virgin Atlantic Consistent Customer Experience
  40. Ratings & Reviews Eddie.Prentice@btconnect.com
  41. Ratings & Reviews No Longer an Option The views of your peers carry greater weight than the message of the brand
  42. Who You Are Makes A Difference Source: Reevoo, June 2011 54.2% of UK consumers say a reputable retailer is important when shopping online Eddie.Prentice@btconnect.com
  43. Don’t Fear Negative Reviews Most people leave positive comments Source: LightspeedResearch, March 2011 Eddie.Prentice@btconnect.com
  44. TripAdvisor Reviews
  45. Negative reviews don’t necessarily have more weight than positive reviews. They give authenticity to positives.
  46. Attracting User Reviews • Ask for reviews on product pages. • Email customers post purchase to request a review. The more reviews you have, the more useful a resource it becomes for consumers. Eddie.Prentice@btconnect.com
  47. How To Display User Reviews • Display a review summary and then allow customers to drill further into the detail if they want to. • Your customers don’t necessarily have the patience to read long reviews Eddie.Prentice@btconnect.com
  48. Reviews Still need convincing? • 87.3% of UK consumers sometimes or always read reviews before purchasing. • 86.9% will not purchase a new product before reading the impartial opinions of owners. • 78.2% of UK consumers are more likely to buy products with good reviews • Almost half of UK consumers have written a review. Source: Reevoo, June 2011 Eddie.Prentice@btconnect.com
  49. eCommerce Trends & Issues Eddie.Prentice@btconnect.com
  50. Mega Drop-down Menus Most major retailers now have Mega drop-downs
  51. Ernest Jones Mega Drop-down Menus
  52. Mega Drop-downs Pros and Cons Pros • Reach lower levels of navigation with fewer clicks • Offer different paths to the same product/brand • Filter the customer’s product selection, saving clicks • Merchandising - offer the most popular at top and on the left • Works well with horizontal navigation bars Cons • Drop-downs can be very difficult to use on mobile devices • "Paradox of Choice" - slows the process with greater complexity • Technical issues - code that behaves differently depending on browser • Can be difficult for visitors to scan and make sense of it Eddie.Prentice@btconnect.com
  53. Mega Drop-downs Tips • Use headings • Use columns • Showcase your best sellers • Keep it short - don’t extend off page of small screen • Add a drop shadow or border to make it stand out on page • Test it in a range of browsers • Consider using the full width of the page • Use images and icons • Speed - Comes up instantly on hover and disappears when mouse is moved away Ideas for improving mega drop-down usability Eddie.Prentice@btconnect.com
  54. Mega Drop-downs M&S M&S has many best practice features of a mega-drop-down
  55. Abandoned Shopping Carts Reasons Source: Comscore / Entrepreneur.com Shipping related issues figure in 3 of top 5 reasons people abandon shopping carts Eddie.Prentice@btconnect.com
  56. Shipping Time Cart Abandonment Source: Comscore / Entrepreneur.com The longer the delivery time the higher the abandonment rate
  57. Checkout What Shoppers Want Source: Comscore / Entrepreneur.com The top 2 options people want to see at Checkout relate to shipping & delivery date
  58. Checkout “NO” to account creation ASOS reduced cart abandonment by 50% when they took the account registration process out of their Checkout
  59. ASOS First Checkout Page Before & After Form improved for existing and new customers OLD NEW
  60. ASOS Checkout Good Practice Visible FREE returns and FREE next day delivery Products images reassures correct product has been selected Transparent delivery costs Visible and reassuring payment button at top and bottom Easy to see “Change Details”
  61. Trust symbol Progress Indicator Useful Information specific to the field Clear primary call to action
  62. Ability to confirm or edit your order before placing it
  63. Site Search Becoming more important for shoppers researching specific products and for mobile devices. • 30% of site visitors use the search box • Improved sales - customers who find what they are looking for easily are more likely to make a purchase • Higher conversion rates - more intuitive search and navigation means higher conversion rates. • Increased site usage - customers are more likely to spend more time on the site • Improved customer loyalty - customers know they can find products easily • Improved branding - a better customer journey compared to competitor websites Source: Econsultancy
  64. Site Search • Make it easy to find and make it obvious what it is • Avoid confusion – keep away from other boxes e.g. newsletter sign up
  65. Shoppers Respond To Up-sell Suggestions £232 £263 £254 All similar items slightly more expensive than shopper selection.
  66. Shoppers Like Your Suggestions
  67. Amazon cross-sell / up-sell
  68. Cross-sell Up-sell Rules • Keep suggested items relevant. Showing unrelated items is a waste of valuable merchandising space. • Keep the number of cross and up-sell options to a reasonable number. Avoid cluttering the page and spoiling the effect. • Show accessories that are obvious cross-sells e.g. jewellery box. Eddie.Prentice@btconnect.com
  69. Calls to Action • Buttons need to jump out at the shopper - leave them in no doubt about the next step they need to take • Test different combinations to see what works best: – colour – button size – wording No absolute right and wrong. If it doesn’t stand out clearly on the page, then there is room for improvement.
  70. Buttons: Contrast More Important Than Colour No need to agonise over blue or green. Only question is “DOES IT STAND OUT?” 3 Things to Test: - Colour contrast - Button Size - Wording
  71. Conclusions Eddie.Prentice@btconnect.com
  72. What do shoppers get excited about? • 80%: Finding a great price or deal on a product I want • 60%: Getting a better price than other people • 53%: Finding rare items or hard-to-find items • 47%: Discovering great new products Source: Yahoo 2011 Eddie.Prentice@btconnect.com
  73. Conclusions • Mobile is changing the game - but not changing the rules • If you don’t engage your customers in social media, others will • Ratings and reviews on your site are a must - the views of your peers carry more weight than the message of the brand • Transparency on shipping costs and delivery is a critical Eddie.Prentice@btconnect.com
  74. IJL Seminar – 4 September, 2012 Eddie Prentice – Digital Marketer Email: eddie.prentice@btconnect.com eCommerce Trends What’s current? What’s working

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