Barath Kumar
OMate Pty Ltd
www.OMate.com.au
Maximise Your Online Shop Results
Conversion optimisation and customer retenti...
Context
• These are not purely my ideas
• Most popular strategies used
in successful e-commerce websites
• Seen more commo...
Desired Outcome
• You will take away some techniques and
strategies that you can apply in your online
store
• You may know...
Glossary
• Conversion optimisation
– Not just sales/visits
– Track all activities
• Add to wishlist, subscribe, compare pr...
Low – Medium - High
Implementation Complexity
Low
1.Product name, image and
description
• Product name
– Tell exactly what your product is
– Avoid codes unless necessar...
Product name – example from Amazon
Product Description
• Not just specifications and details
• Sell it , drive emotion
• Address the customer needs
• Address...
http://www.williams-sonoma.com/products/steel-grill-round-fry-pan/?pkey=cfry-
saute-pans|ckwfryfry
2. Reassure safety and security
• Install SSL
• Display the Verisign, Symantec security logo
• If there is a return policy...
2. Reassure safety and security
3. Multiple Payment Options
• Always provide multiple payment options
• Minimum Paypal, Mastercard and Visa
• E-wallet and...
4. Clear Distinct Call to Actions
• Buy, Add to cart
• Add to wish list
• Compare Product
• Write a review
• Sign-up for n...
4. Call to Action - Bestbuy.com
5. Basic On-Page SEO
• Site map for easy navigation
• Page title, page description, alt tags for every
single product page...
Medium
1. Tracking of status
• Confirmation email after purchase with link to
track status of delivery in website
• Confir...
Medium
1. Tracking of status
2. Delivery Options
Medium
2. Delivery options
• If you are multichannel, give option to pick up
from store
• Normal, express, same day ,colle...
Medium
3. Use best practices in site search
• Available stats - 30 % of users will
use site search
• Improved sales and co...
Medium
3. Use best practices in site search
-Position and size of search box - easy to find
-Let people search using enter...
3. Use best practices in site search
3. Search-autocomplete-currys.co.uk
Medium
4. Social Login and social proof
• Registration is sometimes a barrier
• One of the major reasons for shopping cart...
Medium
4. Social Login
4. Social plug-in shows friends activity – cafepress.com.au
Medium
5. Structured mark-up format
• Schema.org
• https://www.google.com/webmasters/markup-helper/ >> Google
prefer the s...
Medium
5. Structured mark-up format
High
1. Responsive design
• Easy to use in any device
• All pages must be optimised and tested for
multiple devices and br...
Currys.co.uk – responsive online store
Currys.co.uk – responsive online store
High
2. Recommendations
Recommend products at different points based on
user’s actions
• Customer who bought this also bou...
Recommended for you section in Amazon
High
2. Recommendations
• Taking recommendations to next level
• Ask the user what they like and don’t like
• Make the experience as personalised ...
High
3.Personalisations
3.Personalisation - Live chat
High
4.Promotions
High
4.Promotions
• Because we have been trained to react to
promotions
• Regular promotions – seasonal promotions,
cleara...
4.Promotions
Site wide promotional bar to access discounted items
4.Promotions
Discount for newsletter signup
High
5.Gamification
• Applying the addictive aspects of game play to
non-game activities
• Point system for writing review...
High
5.Gamification
Recap
• Easy
1. Product name, description
2. Reassure safety and security
3. Provide multiple payment options
4. Make the ...
Recap
• Medium
1. Allow tracking of delivery status
2. Provide delivery options
3. Allow search and use best practise
4. A...
Recap
• High
1. Make website responsive to mobile devices
2. Provide recommendations
3. Personalise the experience
4. Run ...
Next Steps
• Compare against check list
• Enable ecommerce tracking in analytics
Offers
• If you like us to review your si...
Questions ?
• Thank you
Maximise Your Online Shop Results
Conversion optimisation and customerretention strategies
from Gr...
Maximise your online shop results!
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Maximise your online shop results!

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Conversion optimization and customer retention strategies from Great e-commerce companies.

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  • Screen shot of open id login in some popular websiteKogan website showing friends purchased a product
  • Screen shot of responsive design store
  • Screen shot of amazon showing recommendations
  • Screen shot showing social media responses to customer queries
  • Screen shot of ASOS website showing promotion bar
  • Example showing a reward point system or leader board screen in a ecommerce website
  • Transcript of "Maximise your online shop results!"

    1. 1. Barath Kumar OMate Pty Ltd www.OMate.com.au Maximise Your Online Shop Results Conversion optimisation and customer retention strategies from Great E-commerce companies
    2. 2. Context • These are not purely my ideas • Most popular strategies used in successful e-commerce websites • Seen more commonly in industry blogs, forums and expert reviews • There are 100’s. Categorised and filtered the most common ones based on ease of implementation • We are not going to cover much on why it works. Its proven.
    3. 3. Desired Outcome • You will take away some techniques and strategies that you can apply in your online store • You may know some of them. Get them from back to front of your mind • Increase in ability to make informed decision regarding your online store optimisation
    4. 4. Glossary • Conversion optimisation – Not just sales/visits – Track all activities • Add to wishlist, subscribe, compare products, search etc • Customer retention – Not just repeat sale – Track repeat visit, newsletter open rate, feedback, etc
    5. 5. Low – Medium - High Implementation Complexity
    6. 6. Low 1.Product name, image and description • Product name – Tell exactly what your product is – Avoid codes unless necessary – Easy to identify the product – Less need to click through and read more – Enough info to make buying decision • Images – Makes significant difference in conversion – Professional high resolution photos – Use videos if you can
    7. 7. Product name – example from Amazon
    8. 8. Product Description • Not just specifications and details • Sell it , drive emotion • Address the customer needs • Address the benefits • Guide on how to use the product • Make the buyer feel good and smart about buying
    9. 9. http://www.williams-sonoma.com/products/steel-grill-round-fry-pan/?pkey=cfry- saute-pans|ckwfryfry
    10. 10. 2. Reassure safety and security • Install SSL • Display the Verisign, Symantec security logo • If there is a return policy, make it clearly visible • Using padlock icon in check out page proven to improve conversion in many cases
    11. 11. 2. Reassure safety and security
    12. 12. 3. Multiple Payment Options • Always provide multiple payment options • Minimum Paypal, Mastercard and Visa • E-wallet and bank transfers • If you sell international, research on popular payment options in the country you sell • https://www.emerchantpay.com/virtual-terminal/online- payment-processing/alternative-payment-processing- methods/
    13. 13. 4. Clear Distinct Call to Actions • Buy, Add to cart • Add to wish list • Compare Product • Write a review • Sign-up for newsletter
    14. 14. 4. Call to Action - Bestbuy.com
    15. 15. 5. Basic On-Page SEO • Site map for easy navigation • Page title, page description, alt tags for every single product page • Enable e-commerce tracking in analytics – Track sales, popular products, which product is viewed but not bought, popular search terms and all user activities like compare, view time – https://developers.google.com/analytics/devguides/collection/gajs/ga TrackingEcommerce
    16. 16. Medium 1. Tracking of status • Confirmation email after purchase with link to track status of delivery in website • Confirmation email when product is dispatched • Login area to see the delivery status of the product • Use integrated tracking like temando – http://www.temando.com/solutions/integrated-tracking
    17. 17. Medium 1. Tracking of status
    18. 18. 2. Delivery Options
    19. 19. Medium 2. Delivery options • If you are multichannel, give option to pick up from store • Normal, express, same day ,collection point • Use Auspost, temando, etc • http://www.temando.com/solutions/delivery-options
    20. 20. Medium 3. Use best practices in site search • Available stats - 30 % of users will use site search • Improved sales and conversion • Valuable information on what customers want
    21. 21. Medium 3. Use best practices in site search -Position and size of search box - easy to find -Let people search using enter key -Allow users to narrow searches before they begin -Use auto-complete -Link to advance search option if you have lot of products • Make it really easy for the user to find the product they are looking for • Track all the search term data to analyze what visitors are searching for
    22. 22. 3. Use best practices in site search
    23. 23. 3. Search-autocomplete-currys.co.uk
    24. 24. Medium 4. Social Login and social proof • Registration is sometimes a barrier • One of the major reasons for shopping cart abandonment • Let users register using Facebook, Googleplus,etc. • Show how many of their friends liked, purchased , reviewed your products
    25. 25. Medium 4. Social Login
    26. 26. 4. Social plug-in shows friends activity – cafepress.com.au
    27. 27. Medium 5. Structured mark-up format • Schema.org • https://www.google.com/webmasters/markup-helper/ >> Google prefer the structured markup format for all websites. • Implement the tags for product related pages. • Helps search engines to provide enhanced search results like ratings, breadcrumb, etc to intelligently display relevant content to user
    28. 28. Medium 5. Structured mark-up format
    29. 29. High 1. Responsive design • Easy to use in any device • All pages must be optimised and tested for multiple devices and browsers • Mobile browsing is already overtaking desktop browsing
    30. 30. Currys.co.uk – responsive online store
    31. 31. Currys.co.uk – responsive online store
    32. 32. High 2. Recommendations Recommend products at different points based on user’s actions • Customer who bought this also bought • Cross sell/up Sell – recommend iPhone case when customer adds iPhone to cart • Recently viewed, last purchased Popular e-com platforms have free extensions – http://www.magentocommerce.com/magento- connect/product-recommendations.html – https://drupal.org/project/commerce_rec
    33. 33. Recommended for you section in Amazon
    34. 34. High 2. Recommendations
    35. 35. • Taking recommendations to next level • Ask the user what they like and don’t like • Make the experience as personalised as possible – Welcome username – Automate birthday cards or send discounts coupons on birthday – Emails personalised to user’s interest - segmentation – Live chat – http://www.barilliance.com/ , http://www.livechatinc.com High 3.Personalisations
    36. 36. High 3.Personalisations
    37. 37. 3.Personalisation - Live chat
    38. 38. High 4.Promotions
    39. 39. High 4.Promotions • Because we have been trained to react to promotions • Regular promotions – seasonal promotions, clearance sales, deal of the day, weekly deals – You don’t need a reason – Issue discount coupons. Use free extensions. • Promote through newsletters, banners and site wide promotional bars – Have email templates and banners handy
    40. 40. 4.Promotions Site wide promotional bar to access discounted items
    41. 41. 4.Promotions Discount for newsletter signup
    42. 42. High 5.Gamification • Applying the addictive aspects of game play to non-game activities • Point system for writing reviews, sharing in social media, etc • Points redeemed for products
    43. 43. High 5.Gamification
    44. 44. Recap • Easy 1. Product name, description 2. Reassure safety and security 3. Provide multiple payment options 4. Make the call to actions button stand out 5. Basic on-page SEO
    45. 45. Recap • Medium 1. Allow tracking of delivery status 2. Provide delivery options 3. Allow search and use best practise 4. Allow social login and show social proof 5. Mark-up the product pages for increased visibility
    46. 46. Recap • High 1. Make website responsive to mobile devices 2. Provide recommendations 3. Personalise the experience 4. Run regular promotions 5. Gamify user activity
    47. 47. Next Steps • Compare against check list • Enable ecommerce tracking in analytics Offers • If you like us to review your site and provide a report for free, please ask • Free $100 worth ad words when you spend $25 • How may would be interested to come next month – We will cover basics of ad words and e-commerce analytics tracking
    48. 48. Questions ? • Thank you Maximise Your Online Shop Results Conversion optimisation and customerretention strategies from Great E-commercecompanies

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