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Decoding Digital Week 5: Get Customers to Buy Online
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Decoding Digital Week 5: Get Customers to Buy Online

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In week 5 we discussed the importance of a transition to sell your goods and services online in a market of changing customer expectations. …

In week 5 we discussed the importance of a transition to sell your goods and services online in a market of changing customer expectations.

We also investigated the importance of reducing perceived customer risk, and how you can ensure your customer that you will provide a reliable and secure online purchase process.

Our guests from The Ark discussed their experience moving to an online store and what they learnt throughout the journey.

Published in: Business, Technology

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    • 1. Decoding Digital Week Five: Get Customers to Buy Online 1www.symphony3.com
    • 2. How to engage with us by webinar • Chat box • Polls • Twitter – We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic www.symphony3.com 2
    • 3. Where to contact us - #DigitalVic • We will be answering questions every Friday via YouTube/Twitter/Google Hangouts • Tweet us directly @symphony3think or use #digitalvic in your tweet • Post questions on Facebook: facebook.com/symphony3think • decodingdigital@symphony3.com • Connect with us on LinkedIn: – Ryan Smith - http://au.linkedin.com/in/ryanplaylesmith – Sohal Khatwani - http://www.linkedin.com/in/sohalkhatwani www.symphony3.com 3
    • 4. Webinar Schedule Week One: Digital Leadership (May 7) Week Two: Building the right digital foundations (May 14) Week Three: Understanding your customer (May 21) Week Four: How to generate brand awareness and position your products and services evaluation (May 28) Week Five: Getting your customers to buy online (June 4) Week Six: How to support your customers online (June 11) Week Seven: How to engage your customers and create loyal advocates (June 18) Week Eight: Tying it all together – Developing your digital strategy(June 25) www.symphony3.com 4
    • 5. Today’s Session: Get Customers to Buy Online 1. Services vs. Products 2. What is online selling? 3. How to set up your website and sell worldwide? 4. Building trust with your customers 5. Increasing conversions 6. Usability trends 7. Selling with social media 8. Top takeaways www.symphony3.com 5
    • 6. Customer Journey www.symphony3.com 6
    • 7. How to our customers buy? www.symphony3.com 7
    • 8. Products vs. Services Products: Micro Goals • View a product • Share content/products • Read blog • Sign up for newsletter • Create a membership account Macro Goals • Buy products! Services: Micro Goals • View service pages • Share content • Read blog • Sign up for newsletter • Download files and PDFs Macro Goals • Make an online enquiry/booking • Pay for services online (maybe) • Fill out a form • Call our office • Send an email www.symphony3.com 8
    • 9. How to set up an online store? There are a number of ecommerce software providers. www.symphony3.com 9
    • 10. How to set up online bookings and registrations? There are a number of booking and event software providers. www.symphony3.com 10
    • 11. But ecommerce doesn’t have to be hard! www.symphony3.com 11
    • 12. Neither do online bookings! www.symphony3.com 12
    • 13. Is it difficult? • Most eCommerce & booking providers do the work for you. • Organise your content: – Get good quality images of your products – Have a description ready for your products and events – Shipping and return times and policies – Privacy of payment details – How the customer can contact you if something goes wrong • Consumer expectations are high – Be ready to provide responsive customer service as much as possible www.symphony3.com 13
    • 14. Getting the best out of images • Make sure your images are high quality. • If possible offer different angles for prospects on your website • Name your images and add a good description to each one of them – Remember last week SEO • More info - https://support.google.com/we bmasters/answer/114016 www.symphony3.com 14
    • 15. Make Your Website Human Friendly 1. People trust people – not a website. 2. Show actual customer testimonials and images of people using your services 3. Show social proof on the website. 4. Partner logos, associations, services you use are all good examples. 5. Have a good about page or video. Simple but overlooked. www.symphony3.com 15
    • 16. Show Trust Certifications • Make sure you site has a green padlock to show trust. • Including images on your site showing that it is trustworthy for customers to give their credit cards. • Most ecommerce providers take care of this. www.symphony3.com 16 Source: Complete Web Resources
    • 17. Show Contact Information • Clearly show contact information like email and phone • Show times available • Offer live chat www.symphony3.com 17
    • 18. Optimise the shopping cart www.symphony3.com 18 MAKE BUY BUTTONS BIGGER SHOW SHIPPING TIME OFFER MULTIPLE PAYMENT OPTIONS SHOW CLEAR CUSTOMER SUPPORT NUMBERS MAKE THE TOTAL PRICE BIGGER TEXT SHOW TRUST BUTTONS
    • 19. Make your forms easy • Keep forms short. Don’t ask for too much information. • Allow customers to check out without signing up. • Make buttons bigger and clear to understand. • Show steps to check out www.symphony3.com 19
    • 20. Make your forms easy • Keep forms short. Don’t ask for too much information. • Allow customers to check out without signing up. • Make buttons bigger and clear to understand. • Show steps to check out www.symphony3.com 20
    • 21. Take processes online • Selling online does not only mean selling products. You could get people to fill out an quote form that does the calculations which saves you time and money. • The same selling principles apply. – Build Trust – Clearly show contact information – Make web forms easy – Highlight your USP – Free shipping, free quote, etc www.symphony3.com 21
    • 22. Take processes online (cont.) • Selling online does not only mean selling products. You could get people to fill out an registration form that lets them book into events • Again - the same selling principles apply. – Build Trust – Clearly show contact information – Make web forms easy www.symphony3.com 22 BUILD TRUST PRE-FILL FORMS MAIN INFORMATION
    • 23. What about mobile or tablets? • Customers expect to be able to access your site via mobiles or tablets. Make sure your site works well on all devices. www.symphony3.com 23
    • 24. Optimise the experience on mobiles and tablets! www.symphony3.com 24 THE SAME PRINCIPLES OF CONVERSION APPLY EASY TO FIND CONTENT BIGGER BUTTONS CLEAR PRICING SHOW BENEFITS
    • 25. Minimise Consumer Risks • It’s important to be clear on your policies and set your customer expectations to minimise their perceived risks • Be clear on: – Shipping and return times and policies – Privacy of payment details – How the customer can contact you if something goes wrong • Consumer expectations are high – provide responsive customer service as much as possible www.symphony3.com 25
    • 26. The Ark www.symphony3.com 26
    • 27. 1. Flat UI www.symphony3.com 27 http://blog.crazyegg.com/2014/01/24/flat-design-responsive-site/ http://thedesigninspiration.com/articles/25-best-examples-of-flat-ui-design-websites/ http://gizmodo.com/what-is-flat-design-508963228 http://builtwithbootstrap.com/tagged/featured
    • 28. 2. Mobile First www.symphony3.com 28 http://www.worldwildlife.org/
    • 29. 3. Less Text www.symphony3.com 29 http://www.theark.com.au/
    • 30. 4. Minimalist navigation www.symphony3.com 30 http://irishchamber.com.au/
    • 31. 5. More storytelling www.symphony3.com 31 http://www.theguardian.com/world/interactive/2013/may/26/fires torm-bushfire-dunalley-holmes-family
    • 32. 6. More video backgrounds www.symphony3.com 32 Storytelling https://econsultancy.com/blog/63861-12-wonderful-examples-of- immersive-online-storytelling
    • 33. 7. Richer Content Experiences www.symphony3.com 33 Responsive design
    • 34. 8. More social media integration www.symphony3.com 34 http://www..sbs.com.au
    • 35. 9. Making the most of one page www.symphony3.com 35 http://zoomtv.indiatimes.com/
    • 36. 10. Hyper colour/monochromatic design www.symphony3.com 36 http://www.fitbit.com/au
    • 37. 11. Scrolling pages www.symphony3.com 37
    • 38. 12. Static Navigation www.symphony3.com 38 http://www.awwwards.com/
    • 39. 13. Bigger Images http://beconsumed.southaustralia.com/ www.symphony3.com 39
    • 40. Selling with Social Media • Social media provides opportunities to drive traffic back to your website and convert sales • Use social media to promote products/services: – New releases – Sales – Featured products – Short term offers – Create a story – Deliver more detail – Personalise the product/service www.symphony3.com 40
    • 41. Communicating with Social Media www.symphony3.com 41
    • 42. Facebook • Provide more personal, detailed information about products • Create a story www.symphony3.com 42
    • 43. Pinterest • Turn your products into ‘pins’ • Users can re-pin and share your images • Link images back to your website products www.symphony3.com 43
    • 44. Pinterest • Fans may also create their own ‘boards’ including your products • Many users have pinned images of their favourite customised KeepCups www.symphony3.com 44
    • 45. Instagram www.symphony3.com 45
    • 46. Engagement • Forrester research from Q1 2014 has indicated Instagram is receiving very high levels of engagement compared to other social networks • Instagram still has a simple interface and simple, digestible content • How can you engage your audience with content on Instagram? www.symphony3.com 46
    • 47. Deliver your services online – Google Helpouts • Google Helpouts allow you to sell your services online and deliver them one-on- one via video conferencing • Allows you to build sales leads, receive customer reviews and position yourself as an expert • No limits on the geography of your clientele – select your own availability www.symphony3.com 47
    • 48. Top 5 Takeaways 1. Allow your customers to buy online with a simple online platform 2. Develop quality content (including images and videos) about your products/services 3. Develop policy and procedure around your online commerce – reduce perceived customer risk 4. Identify which social networks will help you promote your offering 5. Communicate your offering to the world www.symphony3.com 48
    • 49. Have your say Tweet your questions with the hashtag: #DigitalVic Tweet us at @Symphony3Think Contact us at: https://www.facebook.com/Symphony3 Snapchat us at: Symphony3Think Email us at: decodingdigital@symphony3.com www.symphony3.com 49
    • 50. Weekly Q&A Every Friday 12:30 – 1pm YouTube / Google Hangout Q&A session Send us your questions before Friday to have them answered! Tweet your questions with the hashtag: #DigitalVic Tweet us: @Symphony3Think Facebook us: https://www.facebook.com/Symphony3 Snapchat us at: Symphony3Think Email us : decodingdigital@symphony3.com www.symphony3.com 50
    • 51. Next Week: How to support your customers online Same time next week! Wednesday June 11: 12:30-1:30pm www.symphony3.com 51