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Embracing Web 2.0 & Turning on the Lights for E-Commerce

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Whos On Presentation

  1. 1. Embracing Web 2.0 & Turning on the Lights for E-Commerce 18th June 2009
  2. 2. Turning on the Lights for E-Commerce • Parker Software Introduction • Understanding Consumer Behaviour with Web Analytics • Online Customer Acquisition / Sales Conversion – Live Visitor Tracking – Engagement • Improving Website ROI
  3. 3. 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.
  4. 4. 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. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. Web analytics measures the performance of your site - to become more usable, relevant and efficient
  5. 5. Question? How Many of you use analytics? What gains have you made?
  6. 6. 4 Key Questions • How did your visitors arrive? – Is your site on target – Customer intent – Marrying URL’s • What are visitors looking for? – Analytics can tell you what people are seeking not just what they’ve found – Cart Abandonment Rate
  7. 7. Key Questions..... • Where are visitors landing / bouncing & viewing – Multiple homepages – Call to action – What Interests you customers • What are your website’s trends over time? – Seasonal Trends – Demographics
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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?
  12. 12. 2009 - E Consultancy Survey • 77% (3/4 of Respondents) said that the importance of online engagement had increased in the last 12 month, 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?
  13. 13. Online Engagement • Delivering an Experience • Keep Momentum • Maintain Excitement • Instil Confidence • Confirm its the Right Choice • Content is Crucial • Usability is a Necessity
  14. 14. 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
  15. 15. 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.
  16. 16. WhosOn Live 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
  17. 17. 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
  18. 18. 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 with than ever to capture the hearts and minds that will decide on the success or failure of your website strategy
  19. 19. Further Information www.parker-software.com www.drmediagroup.com