Marta Klepka
Gemius SA
Digital insights for
e-commerce
industry in Serbia
How to improve usabiliity of
e-commerce services...
2
• a global company and the no. 1 choice in EMEA, provides consultancy and
expertise on consumer behaviour in the digital...
3
,
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary,
Slovenia, Turkey, Israel,
Denmark, Ukraine, Belarus,
Moldova
...
The story is…
• The profile of e-shopper in Serbia and Croatia
• Loyal customers
• Improving ROI thanks to targeting and m...
OK, so who is shopping online in Serbia?
The percentage of internet users who shop via internet increased significantly over the
years in Croatia. That gives Serbi...
Croatians are still distrusful when it comes to online shopping outside their
country. This trend changes with time but sl...
At present Serbian men shop significantly more than women. Croatian case shows us
this is likely to change with time.
Gend...
The Croatian case shows us growth in importance of smaller settlements. It is
likely that Serbia wil follow that pattern.
...
Number of seniors (55+) who shop online is relatively high
Seniors
Source of data: gemiusAudience for Serbia February 2012...
Nice, but who is the loyal and frequent customer?
This will probably change with time but now the smallest gap between men and
women is in group that shops online least fre...
Different age groups have relatively even share in online shopping, which is a
good sign.
Age groups
Most active is group ...
People with personal income 20-50.000 RSD are largest weekly onine buying
group
Middle-class are the most frequent custome...
Three groups with highest income shop online most frequently. This might
indicate a niche in the segment of exclusive prod...
So how, with help of the digital insights, e-
commerce players can optimize the online sales
and adjust their offer to the...
What digital insights to use to boost sales?
• It is worth using the click and hot spot
measurement and other tools such a...
Why adserver for e-commerce?
• Bigger conversion
• More satisfied and less annoyed customer
• Optimal monetization of ad s...
19
Targeting by devices and browsing systems
Suggest iPhone users to buy other products from Apple
Don’t show Firefox disp...
20
Database targeting
Combine it with numerical targeting based on your partner’s database internal
campaign and target fo...
21
Numerical Targeting
CASE: Serve exclusive gold jewelry
advertisement only to the richest and
mature users
• If average ...
22
Key words capping
Depending
on words
user type in
internal
search engine
ad server
displays
appropriate
ads
23
Conditional Stop
System stops displaying campaign after pre-defined user action – the Client just
bought the bike!
24
Re-targeting
Change or strengthen the communication by serving different display after
certain action occurs.
BUY
ME!
1...
Why click and hot-spots’ measurement ?
• Get up to 20% more clicks -> bigger conversion
• More effective bundles of produc...
26
Is your site really intuitive?
Check in real-time what attracts the biggest attention and start improving your site!
27
Test most attractive titles and images
28
Find the hot
spots
How many users reaches the very
bottom of your page?
Where the promoted material
should appear?
Whic...
29
gemiusHeatMap case studies
Product may be promoted in several ways:
Effect ?
Choose the most
attractive photo
Learn whe...
30
gemiusHeatMap case studies
How to rotate with product promotion?
6 products
and positions
How to
maximize
sales
potenti...
31
gemiusHeatMap case studies
Looking for the bigger picture agregating the traffic
Two different
keywords
Lead us to the
...
THANK YOU
HVALA !
Join us @:
Facebook.com/GemiusGroup
Twitter.com/Gemius
Slideshare.net/Gemius_com
YouTube.com/WwwGemiusCo...
Upcoming SlideShare
Loading in...5
×

2012_04_26_Digital_insights_for_e-commerce_industry_in Serbia_Marta_Klepka_Gemius

179
-1

Published on

Explore the e-commerce industry in Serbia and Croatia. Learn more about the e-commerce users: who is a typical e-client on the Serbian web? Who is buying the most often? And what is the potential for growth of the interest in e-shopping in the incoming years? These questions can be answered observing the neighbouring Croatia and its industry trends.
If you are an e-commerce player yourself - get to know how you can provide your users with a better experience on your web site? Digital tools and insights can help your virtual merchandising and enhance site usability as well make it possible to offer better targeted offer. Get return on your investment in the click monitoring and heat zones identification through more sales and higher customer engagement!

Published in: Travel, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
179
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2012_04_26_Digital_insights_for_e-commerce_industry_in Serbia_Marta_Klepka_Gemius

  1. 1. Marta Klepka Gemius SA Digital insights for e-commerce industry in Serbia How to improve usabiliity of e-commerce services & virtual merchandising E-trgovina, Palič, 26.04.2012
  2. 2. 2 • a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world • ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective online campaigns or use the internet as a communication channel About us
  3. 3. 3 , JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) Gemius as the currency in online measurement
  4. 4. The story is… • The profile of e-shopper in Serbia and Croatia • Loyal customers • Improving ROI thanks to targeting and more effective promotion • The key to virtual merchandising
  5. 5. OK, so who is shopping online in Serbia?
  6. 6. The percentage of internet users who shop via internet increased significantly over the years in Croatia. That gives Serbia hope for the brighter future How many internet users shop online? Situation on Serbian market looks quite optimistic Percentage of declared rate of shopping via the internet 58,43% 41,57% Serbia 2012 do not shop shop 67,14% 27,69% Croatia 2008 do not shop shop 50,62% 45,00% Croatia 2012 do not shop shop Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
  7. 7. Croatians are still distrusful when it comes to online shopping outside their country. This trend changes with time but slowly. E-shopping on foreign sites 76,86% 17,54% Croatia 2008 e-shopping abroad do not shop shop 58,84% 36,13% Croatia 2012 e-shopping abroad do not shop shop Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
  8. 8. At present Serbian men shop significantly more than women. Croatian case shows us this is likely to change with time. Gender share in online shopping Croatian case as well as others show us that as market matures, gender disproportions tend to even out 41,75% 58,25% Serbia 2012 Females Males 40,68% 59,32% Croatia 2008 Females Males 46,26% 53,74% Croatia 2012 Females Males Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
  9. 9. The Croatian case shows us growth in importance of smaller settlements. It is likely that Serbia wil follow that pattern. Growing role of smaller settlements Presently inhabitants of major cities dominate the online market We predict that with time this will change. 37,77% 18,68% 18,28% 16,26% Serbia 2012 over 100,000 25,000-99,999 5000-24,999 up to 5000 32,30% 16,92% 19,28% 25,50% Croatia 2008 over 100,000 25,000-99,999 5000-24,999 up to 4,999 26,82% 15,80% 19,89% 30,20% Croatia 2012 over 100,000 25,000-99,999 5000-24,999 up to 4,999 Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
  10. 10. Number of seniors (55+) who shop online is relatively high Seniors Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012 In comparison in Croatia in 2008 their activity was neglegible and is still small. 26,11% 30,03% 21,50% 11,88% 10,49% Serbia 2012 15-24 25-34 35-44 45-54 55+ 29,30% 27,15% 25,44% 12,76% 0,54%Croatia 2008 15-24 25-34 35-44 45-54 55+ 33,04% 29,38% 21,18% 12,00% 4,40%Croatia 2012 15-24 25-34 35-44 45-54 55+
  11. 11. Nice, but who is the loyal and frequent customer?
  12. 12. This will probably change with time but now the smallest gap between men and women is in group that shops online least frequently Men shop online more often 0% 10% 20% 30% 40% 50% 60% 70% 80% weekly 1-3 times a month A few times a year Gender M F FEMALES SHOP LESS OFTEN …online of course ;) Source of data: gemiusAudience for Serbia, February 2012
  13. 13. Different age groups have relatively even share in online shopping, which is a good sign. Age groups Most active is group 25-34 already recognized as SEXY GROUP Interesting feature of Serbian market is quite big group of ACTIVE SENIORS who shop quite often 0% 5% 10% 15% 20% 25% 30% 35% weekly 1-3 times a month A few times a year Age groups 15-24 25-34 35-44 45-54 55+ Source of data: gemiusAudience for Serbia, February 2012
  14. 14. People with personal income 20-50.000 RSD are largest weekly onine buying group Middle-class are the most frequent customers Interestingly also those with no declared income do their shopping online. Probably those are STUDENTS AND HOUSEWIVES searching for lowest prices. 0% 10% 20% 30% 40% 50% 60% 70% weekly 1-3 times a month A few times a year Personal income 100.001 din or more 80.001-100.000 50.001-80.000 20.001-50.000 less than 20.000 no income Source of data: gemiusAudience for Serbia, February 2012
  15. 15. Three groups with highest income shop online most frequently. This might indicate a niche in the segment of exclusive products. But the wealthy shop more often In total, almost half of the internet users with personal income over 100.000 din is buying online at least once a month 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00% 40,00% weekly 1-3 times a month A few times a year Shopping engagement 100.001 din or more 80.001-100.000 50.001-80.000 20.001-50.000 less than 20.000 no income Source of data: gemiusAudience for Serbia, February 2012
  16. 16. So how, with help of the digital insights, e- commerce players can optimize the online sales and adjust their offer to the needs of online shoppers?
  17. 17. What digital insights to use to boost sales? • It is worth using the click and hot spot measurement and other tools such as adservers and web analytics • Most of this investement comes back through increased revenues and more satisfied customers WHY?
  18. 18. Why adserver for e-commerce? • Bigger conversion • More satisfied and less annoyed customer • Optimal monetization of ad space • Satisfied partners • Better promotion and discounts management HOW DOES IT WORK?
  19. 19. 19 Targeting by devices and browsing systems Suggest iPhone users to buy other products from Apple Don’t show Firefox display to Firefox users
  20. 20. 20 Database targeting Combine it with numerical targeting based on your partner’s database internal campaign and target for example only users at age 20-30.
  21. 21. 21 Numerical Targeting CASE: Serve exclusive gold jewelry advertisement only to the richest and mature users • If average transaction was higher then $ • If product from luxurious categories • If user’s age is between 35-60 • If already bought some exlusive jewelry Gives possibility to display advertisements after any defined variables of the numeric type and after logic expressions connected to them. E-commerce platforms have wide database that can be used for setting up the most efficient targeting for logged-in users
  22. 22. 22 Key words capping Depending on words user type in internal search engine ad server displays appropriate ads
  23. 23. 23 Conditional Stop System stops displaying campaign after pre-defined user action – the Client just bought the bike!
  24. 24. 24 Re-targeting Change or strengthen the communication by serving different display after certain action occurs. BUY ME! 1.User see this display 3. User’s changed his mind. After emptying basket user is served with other bikes suggestions 2. User adds bike to the basket BUY ME AND GET SECOND BIKE FOR 50% 4. Coming back to the 1st placement user is served with strengthened communication
  25. 25. Why click and hot-spots’ measurement ? • Get up to 20% more clicks -> bigger conversion • More effective bundles of products and product rotation • Increased site usability and hot spots identifies • Real-time site management (1 minute delay!) • Easy implementation (1 script) and full support HOW DOES IT WORK?
  26. 26. 26 Is your site really intuitive? Check in real-time what attracts the biggest attention and start improving your site!
  27. 27. 27 Test most attractive titles and images
  28. 28. 28 Find the hot spots How many users reaches the very bottom of your page? Where the promoted material should appear? Which zones are „invisible” ? The trend is to shorten the pages „Heat zones” are not allways at the very top, find the one on your page Link the unlinked elements if you see users click them
  29. 29. 29 gemiusHeatMap case studies Product may be promoted in several ways: Effect ? Choose the most attractive photo Learn where exactly users click Use your experience for future choices
  30. 30. 30 gemiusHeatMap case studies How to rotate with product promotion? 6 products and positions How to maximize sales potential? Is it the product/ the position? Best spot, for the biggest margin on product Most popular product may remain lower in hierarchy
  31. 31. 31 gemiusHeatMap case studies Looking for the bigger picture agregating the traffic Two different keywords Lead us to the same location Generating 2 different URL addresses http://www.otodom.pl/products.php?productId=1022&keyword=2balconies http://www.otodom.pl/products.php?productId=1022&keyword=3bedrooms
  32. 32. THANK YOU HVALA ! Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom Contact: Marta Klepka Global PR and Communications Director marta.klepka@gemius.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×