Evosite ltd ecommerce effective online selling 030913
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  • Let’s look firstly at why eCommerce is so important with a few stats from 2012 <br /> £78bn – value of UK online retail <br /> 825bn euros – Global B2C eCommerce market <br /> 2012 saw a 14% growth in UK online shopping <br /> 36% of UK online shoppers increased their online buying in 2012 <br /> Quick show of hands – how many of you have an online store? Ok, I’ll wait for the smiles on the next slide! <br />
  • NOT SEARCH ENGINE FRIENDLY – you can have the best looking website in the world but if you can’t be found on Google people can’t spend money with you! <br /> HTML code written correctly? <br /> Title tags? <br /> Alt text descriptions for images? <br /> DAUNTING NAVIGATION – don’t confuse people!Make sure they can find products through navigation structure AS WELL AS the on site search.They don’t always know exactly what they’re looking for!Help them - start off broad and refine their selection as they get closer to the end of the funnel. <br /> FUSSY REGISTRATION / REPEATED DATA ENTRY – we’ve all been there!Ever had to enter your address twice for delivery and billing?Default to both being the same and allow overrides. The same goes for payment details – default to the name from the address information previously entered. <br /> OFFSITE CHECKOUTS – Generally create a visual disconnect between the checkout experience and the rest of your site, leading to cart abandonment at the first step. <br /> LACK OF TRUST – you’re entering personal information!Ensure data transferred within the checkout is secure (over SSL)Provide a prominent verification seal to tell people it’s secure. <br /> TEMPLATE DRIVEN SHOPS – imagine if all the stores on the high street looked exactly the same – how would you choose which one to shop in?Make your site as unique as your business. <br /> UNCLEAR DELIVERY INFORMATION – Don’t wait until the very end of the checkout process! <br /> SEARCH MISSPELLING NOT HANDLED – jewellery is one of the top 100 most misspelled words. Do what Google does – did you mean? <br />
  • NOT SEARCH ENGINE FRIENDLY – you can have the best looking website in the world but if you can’t be found on Google people can’t spend money with you! <br /> HTML code written correctly? <br /> Title tags? <br /> Alt text descriptions for images? <br /> DAUNTING NAVIGATION – don’t confuse people!Make sure they can find products through navigation structure AS WELL AS the on site search.They don’t always know exactly what they’re looking for!Help them - start off broad and refine their selection as they get closer to the end of the funnel. <br /> FUSSY REGISTRATION / REPEATED DATA ENTRY – we’ve all been there!Ever had to enter your address twice for delivery and billing?Default to both being the same and allow overrides. The same goes for payment details – default to the name from the address information previously entered. <br /> OFFSITE CHECKOUTS – Generally create a visual disconnect between the checkout experience and the rest of your site, leading to cart abandonment at the first step. <br /> LACK OF TRUST – you’re entering personal information!Ensure data transferred within the checkout is secure (over SSL)Provide a prominent verification seal to tell people it’s secure. <br /> TEMPLATE DRIVEN SHOPS – imagine if all the stores on the high street looked exactly the same – how would you choose which one to shop in?Make your site as unique as your business. <br /> UNCLEAR DELIVERY INFORMATION – Don’t wait until the very end of the checkout process! <br /> SEARCH MISSPELLING NOT HANDLED – jewellery is one of the top 100 most misspelled words. Do what Google does – did you mean? <br />
  • If customers cannot find what they want – they WILL go elsewhere <br /> If it’s difficult for them to make a purchase – they WILL go elsewhere <br /> The online store has to reflect a great offline shopping experience – help your customers to make a purchase! <br /> It all boils down to simplicity. The more options, barriers, and just plain annoyances you put in front of an online shopper, the less likely they are to complete a purchase. <br />
  • I guess this tells us that there are some pretty poor eCommerce websites out there – 73.6% is the average cart abandonment rate! <br /> However you can turn initial failure into success by sending customers abandonment cart emails. <br /> Nearly 50% of these emails get opened <br /> The click through rate is 15%, with a third of the clickers going on to make a purchase <br /> This may not seem huge however the most interesting fact is that the Average Order Value from cart abandonment emails is 58% higher than from direct sales. <br />
  • So, what can you do to improve ecommerce conversion rates …. <br /> Include good product images and information <br /> One of the main reasons people don’t buy online – they can’t touch or feel the product. Provide all the information you would provide in store. John Lewis. <br /> Clean uncluttered design that focuses on your products <br /> White backgrounds are great <br /> Make it simple to navigate – if they can’t find it they can’t BUY it! <br /> Use Product filters for price range, colour etc. <br /> Clearly display prices and shipping information <br /> Include a good search function (include handling of misspellings) <br /> Log search terms so you can find out what your customers are looking for <br /> Make it easy for your customers to contact you <br /> Live chat? Make sure someone is there! <br /> Speed up your page loading times <br /> Include product feedback – Amazon <br /> If possible include verified reviews through an independent 3rd party e.g. Feefo or Trustpilot <br />
  • Have a SIMPLE checkout process <br /> Think Confidence, Clarity and Convenience <br /> Confidence: <br /> Build a feeling of trust – customers are sharing some sensitive information <br /> Have a TRUST SEAL on your site <br /> Buttons that say ‘pay securely now’ rather than just ‘pay now’ <br /> Clarity: <br /> Once a customer enters the checkout process the objective should be to get them through it as easily as possible without distractions or confusion <br /> They want it to be as quick and efficient as possible <br /> Use a progress indicator <br /> Convenience: <br /> Post Code lookups <br /> Simple handling of multiple addresses <br /> Offer a guest checkout without the need for account creation <br /> Use defaults for billing address, cardholder name etc. – but be sure to allow overrides <br /> Only capture the information you need – e.g. if DOB is required then explain why? <br /> Provide prominent helpline information or online chat if possible <br /> If it’s CLEAR, inspires CONFIDENCE and it’s CONVENIENT two more C’s will follow - Conversion & Completion. <br /> Getting plenty of hits but low conversion rates and you know there’s not a problem with your product offer or prices, your checkout process might be a good place to look. <br /> Other things you may want to consider include: <br /> Abandoned Cart emails <br /> Wishlists <br /> Special offers and discounts <br /> Email when it’s back in stock <br />
  • I’d just like to close by showing you a couple of case studies to illustrate the benefits to your business if you get it right … <br /> Gadsby are wholesale basketware, gift packaging and retail display experts based here in Bridgwater. <br /> The new site was launched in 2012 <br /> eCommerce revenue increased by 53% compared to the previous year <br /> Conversion rates have improved by 72% year on year <br /> Overall revenues are up 56% <br /> And the number of Unique Purchases has increased by nearly 90% <br /> Working closely with i-Fluid (SEO) <br />
  • Brunel Engraving local engraving business based in Clevedon. <br /> Since launching the site earlier this year … <br /> eCommerce revenue has increased by nearly 120%! <br /> Conversion rate is up by 81% <br /> Unique Purchases have increased by 142% <br /> Working with Searchstar (PPC) and i-Fluid (SEO) <br />
  • Thank you all very much for your time. I hope you find it interesting. <br /> If you have any questions or would like to find out more about how Evosite can help you win more business please visit our stand. <br /> As an incentive - you can sign up for our FREE website audit service. <br /> Thank You! <br />

Evosite ltd ecommerce effective online selling 030913 Presentation Transcript

  • 1. Why is eCommerce so important?
  • 2. Why is eCommerce so important?
  • 3. Why is eCommerce so important?
  • 4. Why is eCommerce so important?
  • 5. Common eCommerce mistakes
  • 6. Common eCommerce mistakes
  • 7. Common eCommerce mistakes
  • 8. Common eCommerce mistakes
  • 9. Common eCommerce mistakes
  • 10. Common eCommerce mistakes
  • 11. What happens if your website is poor?
  • 12. Cart abandonment statistics
  • 13. Cart abandonment statistics
  • 14. Cart abandonment statistics
  • 15. Cart abandonment statistics
  • 16. Cart abandonment statistics
  • 17. Key elements to improving conversions
  • 18. Key elements to improving conversions
  • 19. Key elements to improving conversions
  • 20. Key elements to improving conversions
  • 21. Key elements to improving conversions
  • 22. Key elements to improving conversions
  • 23. Key elements to improving conversions
  • 24. Key elements to improving conversions
  • 25. Key elements in improving conversions
  • 26. Key elements in improving conversions
  • 27. Key elements in improving conversions
  • 28. Key elements in improving conversions
  • 29. Key elements in improving conversions
  • 30. Key elements in improving conversions
  • 31. Key elements in improving conversions
  • 32. Case studies
  • 33. Case studies