Turning On The Lights For E Commerce
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Turning On The Lights For E Commerce

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A presentation focusing on how anaytics and live chat can increase online conversions and improve support

A presentation focusing on how anaytics and live chat can increase online conversions and improve support

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Turning On The Lights For E Commerce Turning On The Lights For E Commerce Presentation Transcript

  • Turning on the Lights for E-Commerce
  • Turning on the Lights for E-Commerce
    Parker Software Introduction
    • Understanding Consumer Behaviour with Web Analytics
    - Live Visitor Tracking
    Online Customer Acquisition / Sales Conversion
    - Engagement
    Improving Website ROI
  • Parker Software
    Parker Software based in the UK. Established in 2003, Parker Software develops innovative Windows based software aimed at companies that do business on the web.
    Our two main products are: WhosOn, a tool for monitoring web site visitor activity in real time and Email2DB, a tool for integrating incoming emails with business processes. 
    We are a privately held company. All our software products are owned, developed & supported by us from our office in the UK.
  • Web Analytics?
    Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.
    Web analytics measure a visitor's journey once on your website.
    Web analytics measures the performance of your site
    - to become more usable, relevant and efficient
  • 4 Key Questions
    How did your visitors arrive?
    Is your site on target
    Referring URL’s
    What are visitors looking for?
    Analytics can tell you what people are seeking not just what they’ve found
    Cart Abandonment Rate
  • Key Questions.....
    Where are visitors landing / bouncing & viewing
    Multiple homepages
    Call to action
    What Interests your customers
    What are your website’s trends over time?
    Seasonal Trends
    Demographics
  • Understand Your Web Traffic
    What are the paths to purchase?
    Where are people leaving your site?
    Knowing this means changes can be made to guide people to the desired result
    Have Clarity of Purpose
    Keep the Journey Simple
    Minimise Customer Choice
    Capture Data Quickly
  • Historical Data – Time For Change
    Can you rely on historical data?
    Google Analytics
    You can launch a campaign and make rapid changes if you see that things aren't working
    Monitor Visitors in Real Time
  • Live Visitor Tracking
    Live Statistics – Visitor arrival (landing page) through to page views
    Identification of referrers
    Strip out spiders & bots – Human Traffic
    Notifications of Types of Visitor
    Monitor Multiple Sites
    Remote View
    Alerts of Page Errors Real-Time
    Historical Data
    CRM Integration
  • Web Analytics / Online Engagement
    Web Analytics has two core components
    Discovery - current performance and potential issues
    Optimisation -acting on the results to fix the problems.
    So how do you engage these visitors? How are you currently engaging your online visitors?
  • 2009 - E Consultancy Survey
    77% (3/4 of Respondents) said that the importance of online engagement had increased in the last 12 months, whilst one in nine said that online engagement was now either ‘essential’ or ‘important’ to their organisations.
    What is online engagement? & How can it be achieved?
  • Online Engagement
    Delivering an Experience
    Keep Momentum
    Maintain Excitement
    Instil Confidence
    Confirm its the Right Choice
    Content is Crucial
    Usability is a Necessity
  • Two Way Process
    E-Retailers realise its not just one way traffic many now accept user input
    E-Retailers now accept customer conversations online
    Understand customers needs in real-time
    Leads to increased conversion
    Moving away from a storefront and becomes a forum for two-way conversations
  • What the Experts Say
    In this current economic climate, companies are finding that their online strategy will be vital in keeping their customers engaged.
    Increasing long-term customer value and providing them with quality rather than quantity will be of highest importance. Finding a way to speak to your customers on a more individual level will mean greater satisfaction and loyalty.
    The most valuable customers you can have are those who know you have made an effort to speak to them directly, and will happily recommend your product/service to their friends, colleagues and family. .........
    .........There is a whole range of possibilities to engage your audience online Many of these are still largely untapped, and are perfect opportunities to invest in for a long-term competitive advantage.
    Scott Dodds General Manager Small and Midmarket Solutions and Partners Group – Microsoft - Customer Engagement Survey 2009
  • WhosOnLive Chat A Two Way Process
    Enables Visitors to engage directly with you (or vice versa)
    Real Time Communication
    Provide Assistance or Help
    Visitors Identify you as a Real Company
    Quickest way for Visitors to get information they need about a Product/Service
    Helps sales conversion, improve customer satisfaction and loyalty
    Widen Markets (Translation)
    Lower Support Costs
    Lower Overheads
    Reduce Customer Waiting Times
  • Behaviour of an Engaged Customer
    recommends product, service or brand
    Other Attributes
    They are more likely to convert more readily
    They purchase regularly
    They are less likely to switch supplier
  • Summary
    You must develop a deeper understanding of your online business to make it work and you must guide your customers through the experience remember the Internet is not tactile.
    You must work harder than ever to capture the hearts and minds of your customers, that will decide on the success or failure of your website strategy.
  • www.whoson.com