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
    £78bn – value of UK online retail
    825bn euros – Global B2C eCommerce market
    2012 saw a 14% growth in UK online shopping
    36% of UK online shoppers increased their online buying in 2012
    Quick show of hands – how many of you have an online store? Ok, I’ll wait for the smiles on the next slide!
  • 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!
    HTML code written correctly?
    Title tags?
    Alt text descriptions for images?
    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.
    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.
    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.
    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.
    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.
    UNCLEAR DELIVERY INFORMATION – Don’t wait until the very end of the checkout process!
    SEARCH MISSPELLING NOT HANDLED – jewellery is one of the top 100 most misspelled words. Do what Google does – did you mean?
  • 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!
    HTML code written correctly?
    Title tags?
    Alt text descriptions for images?
    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.
    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.
    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.
    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.
    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.
    UNCLEAR DELIVERY INFORMATION – Don’t wait until the very end of the checkout process!
    SEARCH MISSPELLING NOT HANDLED – jewellery is one of the top 100 most misspelled words. Do what Google does – did you mean?
  • If customers cannot find what they want – they WILL go elsewhere
    If it’s difficult for them to make a purchase – they WILL go elsewhere
    The online store has to reflect a great offline shopping experience – help your customers to make a purchase!
    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.
  • I guess this tells us that there are some pretty poor eCommerce websites out there – 73.6% is the average cart abandonment rate!
    However you can turn initial failure into success by sending customers abandonment cart emails.
    Nearly 50% of these emails get opened
    The click through rate is 15%, with a third of the clickers going on to make a purchase
    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.
  • So, what can you do to improve ecommerce conversion rates ….
    Include good product images and information
    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.
    Clean uncluttered design that focuses on your products
    White backgrounds are great
    Make it simple to navigate – if they can’t find it they can’t BUY it!
    Use Product filters for price range, colour etc.
    Clearly display prices and shipping information
    Include a good search function (include handling of misspellings)
    Log search terms so you can find out what your customers are looking for
    Make it easy for your customers to contact you
    Live chat? Make sure someone is there!
    Speed up your page loading times
    Include product feedback – Amazon
    If possible include verified reviews through an independent 3rd party e.g. Feefo or Trustpilot
  • Have a SIMPLE checkout process
    Think Confidence, Clarity and Convenience
    Confidence:
    Build a feeling of trust – customers are sharing some sensitive information
    Have a TRUST SEAL on your site
    Buttons that say ‘pay securely now’ rather than just ‘pay now’
    Clarity:
    Once a customer enters the checkout process the objective should be to get them through it as easily as possible without distractions or confusion
    They want it to be as quick and efficient as possible
    Use a progress indicator
    Convenience:
    Post Code lookups
    Simple handling of multiple addresses
    Offer a guest checkout without the need for account creation
    Use defaults for billing address, cardholder name etc. – but be sure to allow overrides
    Only capture the information you need – e.g. if DOB is required then explain why?
    Provide prominent helpline information or online chat if possible
    If it’s CLEAR, inspires CONFIDENCE and it’s CONVENIENT two more C’s will follow - Conversion & Completion.
    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.
    Other things you may want to consider include:
    Abandoned Cart emails
    Wishlists
    Special offers and discounts
    Email when it’s back in stock
  • 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 …
    Gadsby are wholesale basketware, gift packaging and retail display experts based here in Bridgwater.
    The new site was launched in 2012
    eCommerce revenue increased by 53% compared to the previous year
    Conversion rates have improved by 72% year on year
    Overall revenues are up 56%
    And the number of Unique Purchases has increased by nearly 90%
    Working closely with i-Fluid (SEO)
  • Brunel Engraving local engraving business based in Clevedon.
    Since launching the site earlier this year …
    eCommerce revenue has increased by nearly 120%!
    Conversion rate is up by 81%
    Unique Purchases have increased by 142%
    Working with Searchstar (PPC) and i-Fluid (SEO)
  • Thank you all very much for your time. I hope you find it interesting.
    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.
    As an incentive - you can sign up for our FREE website audit service.
    Thank You!

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