EcommercePresented byDaniel Rowles
Who Am I?       Econsultancy Trainer and Consultant       Trainer/Consultant for IAB and CIM       14 Years experience in ...
Domestics   1 Hour            • Ecommerce in Perspective            • Available Tools            • Traffic Acquisition    ...
Show of Hands?            Sells through their website?            What percentage of business?            Has bought anyth...
Digital Marketing in Perspective  ?82% of consumers research products before they leavethe house                          ...
Introducing ZMOT – The Traditional Moments OfTruthhttp://www.youtube.com/watch?v=g40rrWBx2ok&feature=related
A Better Experience  Better knowledge before buying  Better prices  Interactive experiences  Better customer service  Pers...
Better Knowledge Before Buying  82% of online purchases sought others opinions  Search engines love to push these opinions...
Google Price Comparison
Coupons: Profit vs Data
Interactive ExperiencesVideo increased conversionrate by 44%Returnometer addedreassuranceAmazon has added 224,000videoseMa...
Better Customer Service Online customer service offers increases ROI The Kitchen Group generated an increase of 304% in R....
How to achieve EcommerceBespoke developmentOnline system1and1.co.ukEcommerce platformsMagento
What is affiliate marketing?  Affiliate                      Affiliate                Visitor goes                     Mer...
How cookies workCookies are small pieces of codewhich are “dropped” onto yourcomputer when you visit a siteEU Issues
The affiliate value chain with networksAffiliate networks act as anintermediary between merchants andaffiliate sitesThey o...
Affiliate relationships    Nurture Key Affiliates    Set Initial Boundaries – Brand PPC    Consider inbound link    Teleph...
How Can You Make the Most of it? Test and Improve Improved ROI – Upsell/Cross-sell New places to sell
Conversion Marketing in Perspective
Visitors to Conversion                       Total Visits       Non - Bounced            Bounced Visits           Visits  ...
The path to ROI
Analytics packagesMain approach to web analyticsPage taggingCommon features and terminology shared bymost web analytics pa...
Key measurementsSource of trafficSearch engine, email campaign, direct?Volume of trafficVisitors, unique visitors, page vi...
Time on siteLong time spent on site/ high average pageviews per visitorPositive?Engaging contentInterested visitorNegative...
Setting goals
The Dangers of Last Click
Typical Path to Conversion
Page Optimisation/B Testingultivariate testingntelligence reports
A/B Testing
Multivariate Testing
Rule for Magnificent Web Success • For every $10 spent on analytics data • Spend $90 on people to tell you what it means •...
Thankyoudanielrowles@me.com@danielrowleswww.targetinternet.com
KBB Ecommerce
KBB Ecommerce
KBB Ecommerce
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KBB Ecommerce

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Presentation from KBB exhibition February 2012

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KBB Ecommerce

  1. 1. EcommercePresented byDaniel Rowles
  2. 2. Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco,
  3. 3. Domestics 1 Hour • Ecommerce in Perspective • Available Tools • Traffic Acquisition • Conversion Marketing Handouts Questions
  4. 4. Show of Hands? Sells through their website? What percentage of business? Has bought anything online in last 3 months?
  5. 5. Digital Marketing in Perspective ?82% of consumers research products before they leavethe house ?Internet sales grew from 9.5% to 12.2% in 2011Online shoppers can be encouraged to spend up to 30% ?more than showroom shoppersOver 60% of us buy online ?All Stats from http://www.google.co.uk/intl/en/landing/internetstats/
  6. 6. Introducing ZMOT – The Traditional Moments OfTruthhttp://www.youtube.com/watch?v=g40rrWBx2ok&feature=related
  7. 7. A Better Experience Better knowledge before buying Better prices Interactive experiences Better customer service Personalized experiences
  8. 8. Better Knowledge Before Buying 82% of online purchases sought others opinions Search engines love to push these opinions up in search results Someone like you, not just your friends
  9. 9. Google Price Comparison
  10. 10. Coupons: Profit vs Data
  11. 11. Interactive ExperiencesVideo increased conversionrate by 44%Returnometer addedreassuranceAmazon has added 224,000videoseMarketer study also showedthat customers would stop thepurchase process 2 times lesswhen videos were available
  12. 12. Better Customer Service Online customer service offers increases ROI The Kitchen Group generated an increase of 304% in R.O.I. over 3 years using real-time assistance tools
  13. 13. How to achieve EcommerceBespoke developmentOnline system1and1.co.ukEcommerce platformsMagento
  14. 14. What is affiliate marketing? Affiliate Affiliate Visitor goes Merchant Affiliate Gets Attracts Drives Traffic to Affiliate Makes a Sale Paid Traffic to Merchant Site SiteAffiliates act as virtual salesmen for a merchantInstead of advertisers paying an advertising rate, they pay based onperformanceSales are tracked via tracking software using cookies
  15. 15. How cookies workCookies are small pieces of codewhich are “dropped” onto yourcomputer when you visit a siteEU Issues
  16. 16. The affiliate value chain with networksAffiliate networks act as anintermediary between merchants andaffiliate sitesThey offer great, faster distribution forthe merchantMore business opportunities for theaffiliate
  17. 17. Affiliate relationships Nurture Key Affiliates Set Initial Boundaries – Brand PPC Consider inbound link Telephone number issues 17
  18. 18. How Can You Make the Most of it? Test and Improve Improved ROI – Upsell/Cross-sell New places to sell
  19. 19. Conversion Marketing in Perspective
  20. 20. Visitors to Conversion Total Visits Non - Bounced Bounced Visits Visits Abandoned Conversions
  21. 21. The path to ROI
  22. 22. Analytics packagesMain approach to web analyticsPage taggingCommon features and terminology shared bymost web analytics packagesFocus today on Google Analytics
  23. 23. Key measurementsSource of trafficSearch engine, email campaign, direct?Volume of trafficVisitors, unique visitors, page viewsQuality of trafficReturning visitors, length of stay, bounce rateGoal conversion of trafficSales, enquiries, advert clicks, sign-ups
  24. 24. Time on siteLong time spent on site/ high average pageviews per visitorPositive?Engaging contentInterested visitorNegative?Difficult to navigateUnclear conversion path
  25. 25. Setting goals
  26. 26. The Dangers of Last Click
  27. 27. Typical Path to Conversion
  28. 28. Page Optimisation/B Testingultivariate testingntelligence reports
  29. 29. A/B Testing
  30. 30. Multivariate Testing
  31. 31. Rule for Magnificent Web Success • For every $10 spent on analytics data • Spend $90 on people to tell you what it means • Avinash Kaushik - Google
  32. 32. Thankyoudanielrowles@me.com@danielrowleswww.targetinternet.com
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