Successful Internet Retailing January 2007

How do we sell more? Winning more customers Improving conversion ratios Increasing order values

Winning more customers

Improving conversion ratios

Increasing order values

What Screen Pages does Fully managed, agency-style e-commerce and related services to online retailers. We help you build your online sales.

Our clients

Screen Pages Credentials 100 shopping websites since 2000 35 professional staff 70 active clients First class operations: 99.99% available 600 updates per annum £5m sales per month Part of the Pindar Group

100 shopping websites since 2000

35 professional staff

70 active clients

First class operations: 99.99% available

600 updates per annum

£5m sales per month

Part of the Pindar Group

Getting Visitors Returning customers Catalogue/brochure requests Search engine optimisation (SEO) Affiliate marketing Pay-per-click advertising

Returning customers

Catalogue/brochure requests

Search engine optimisation (SEO)

Affiliate marketing

Pay-per-click advertising

How do you come top of Google? Indexability making sure all your pages/ categories/products are visible to search engine robots Relevance making sure your keyword content is planned and placed (in the right places) Link popularity making sure your site is well connected (with inbound, external and relevant links)

Indexability

making sure all your pages/ categories/products are visible to search engine robots

Relevance

making sure your keyword content is planned and placed (in the right places)

Link popularity

making sure your site is well connected (with inbound, external and relevant links)

your web page, well indexed… page titles URLs links image names body copy

… in Google, elegantly Otherwise – no click through!

Research and plan your keywords Home : Chatham Marine: casual, marine clothing & shoes for men & women Category : Women's Clothing: casual, marine clothing & shoes Sub-category : Linen Wear: casual, marine clothing & shoes Product : Biarritz Shorts: casual, marine clothing & shoes

Ultimately, it’s about links Relevant links to your site From directories From trade partners & suppliers From news pages (Search PR) From other websites From the Internet community

Relevant links to your site

From directories

From trade partners & suppliers

From news pages (Search PR)

From other websites

From the Internet community

Where people click

Pay-per-click advertising 1:8 0.20p per visitor Predictable, results-based, accountable, transparent Build out the inventory Misspellings Brand + product Brand only Generic Generic + action verb Similarities

1:8

0.20p per visitor

Predictable, results-based, accountable, transparent

Build out the inventory

Misspellings

Brand + product

Brand only

Generic

Generic + action verb

Similarities

Where do your visitors come from? 50% from URL entry 30% from brand searches 20% from “generic” searches No online marketing 30% from PPC 20% from URL entry 20% from brand searches 20% from “generic” searches 10% from affiliates With online marketing

50% from URL entry

30% from brand searches

20% from “generic” searches

30% from PPC

20% from URL entry

20% from brand searches

20% from “generic” searches

10% from affiliates

Improve conversion ratios You’ve probably got enough visitors already . They just don’t convert well.

You’ve probably got enough visitors already .

They just don’t convert well.

Site navigation C-navigation LH product navigation Consistent navigation + actions Appropriate and usable navigation

C-navigation

LH product navigation

Consistent navigation + actions

Appropriate and usable navigation

Buying a toaster Eleven Top Sites – Eleven Different Routes to Toasters: Home > Household Appliances > Toasters Home > Household Appliances > Toasters & Grills > Toasters Home > Electrical > Small Kitchen Appliances > Toasters Home > Household Appliances > Small Appliances > Toasters Home > Home & Garden > Kitchen & Home > Kitchen Appliances > Toasters Home > Kitchen & Home > Small Appliances > Toasters Home > Small Appliances > Small Kitchen Appliances > Toasters Home > Electronics > Toasters Home > Home & Garden > Kitchen > Small Kitchen Appliances > Toasters Home > Electrical > Kitchen Appliances > Toasters Home > Home Appliances > Small Home Appliances > Toasters

Multiple navigation paths

Site layout Consistent calls to action Email sign-up Request a catalogue Help Offer/promotion code Telephone number Product range (by product & use/application) Hygiene factors/support

Consistent calls to action

Email sign-up

Request a catalogue

Help

Offer/promotion code

Telephone number

Product range (by product & use/application)

Hygiene factors/support

Home page Only 50% of all visits start here Treat as a shop window: Brand Products Promotions Search is used by people who can’t find what they want

Only 50% of all visits start here

Treat as a shop window:

Brand

Products

Promotions

Search is used by people who can’t find what they want

How long have you got to make an impression? 3.1 % 1h+ 5.7 % 30mn-1h 7.3 % 15mn-30mn 21.3 % 5mn-15mn 15.9 % 2mn-5mn 15.6 % 30s-2mn 30.7 % Length of stay 0s-30s

Category pages Must act as “landing” pages Most communicate brand, products & promotions Featured products Links to other (popular) categories

Must act as “landing” pages

Most communicate brand, products & promotions

Featured products

Links to other (popular) categories

Product page Images (several & large) Copy (technical and marketing) Options/variants Testimonials Cross-sells (instead of this item) Up-sells (better than or together with this item) Sizing information Delivery charges Is it obvious how to buy? (add to basket & proceed to checkout Does it act as a landing page?

Images (several & large)

Copy (technical and marketing)

Options/variants

Testimonials

Cross-sells (instead of this item)

Up-sells (better than or together with this item)

Sizing information

Delivery charges

Is it obvious how to buy? (add to basket & proceed to checkout

Does it act as a landing page?

make it easy to pick size & colour

Sell, sell, sell Science of persuasion

Science of persuasion

sales and promotions

sales and promotions

product bundling

cross-sells and up-sells

predictive recommendations

Common mistakes @ checkout No delivery information Action button issues Poor instructions Weak step-by-step flow Too busy (or too protracted) Account storage (or not!) Unclear confirmation/summary No follow-up email Try chasing abandoned emails!

No delivery information

Action button issues

Poor instructions

Weak step-by-step flow

Too busy (or too protracted)

Account storage (or not!)

Unclear confirmation/summary

No follow-up email

Hygiene factors Shipping information Terms and conditions “ No quibble” returns Security and data Frequently asked questions Customer service

Shipping information

Terms and conditions

“ No quibble” returns

Security and data

Frequently asked questions

Customer service

How are you doing? Where do your visitors come from? How many? What sort of conversion ratio do you enjoy? What’s the drop off? Where do visitors give up? Which pages convert well? What kinds of visitors buy most?

Where do your visitors come from? How many?

What sort of conversion ratio do you enjoy?

What’s the drop off? Where do visitors give up?

Which pages convert well?

What kinds of visitors buy most?

Conclusion Check out our 3 rd Annual Ecommerce Forum Help yourself to a business card! Any questions? [email_address] www.screenpages.com 01932 333592

Check out our 3 rd Annual Ecommerce Forum

Help yourself to a business card!

Any questions?

[email_address]

www.screenpages.com

01932 333592