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eCommerce strategy
 

eCommerce strategy

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Marketing Strategy Presentation Case Study

Marketing Strategy Presentation Case Study

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    eCommerce strategy eCommerce strategy Presentation Transcript

    • Marketing Strategy Presentation Case Study Kyle Newsam eCommerce Manager
    • Challenge #11. Increase revenue from new customers by 50% from natural search over the next 12 months2. Increase revenue from returning customers by 20% over the next 12 months?
    • We all know what it’s like to search for something
    • And the joy you get when you find it
    • But within seconds it can be flipped on it’s head
    • WHEN YOU HAVE TO NAVIGATE A MAZE OF OPTIONS
    • AND SOMETIMESTHE FRUSTRATIONMAKES YOU JUSTGIVE UP
    • SO OKAY, ITDOESN’TREQUIRE APHD
    • BUT OFTENSIMPLICITYIS BETTER!
    • THE GREAT NEWS IS THAT VISITORS FROM NATURAL SEARCH WANT WHAT WE’RE SELLING
    • SO WHY NOT HELP THEM ALONG THE WAY
    • AND INSTEAD OF GUESSING WHAT WORKS
    • WE’LL USE DATA THAT WE’RE GATHERING TO SEE HOW THEY USE THE WEBSITEDo customerssearch here? Or here?
    • And do they usethis to find whatthey want?
    • SO STARTING WITH THE SMALLER TASKS... Colour Size Add to Basket Add to Basket Add to Basket Add to Basket CTA testing & Add to Basket optimisation
    • WE’LL MOVE ON TO TACKLE THE BIGGER ONESShopping cartoptimisation &user journey
    • CREATING LESS FRICTION FOR CUSTOMERS
    • SO WE’LL TAKE SOMETHING THAT WORKS WELL
    • AND WORK TOWARDS SOMETHING THAT WORKS ‘BETTER’
    • LEAVING CUSTOMERS FEELING LIKE THIS #WINNING
    • THIS WILL TAKEHARD WORK
    • THIS WILL TAKETESTING
    • THIS WILL TAKEMORE...
    • WHAT I MEAN ISTHAT AS WELL ASIMPROVINGCONVERSIONS
    • WE’LL NEEDTO REVIEWOURINBOUNDMARKETINGEFFORTS
    • CREATINGMOREGREATCONTENTLIKE THIS
    • Challenge #21. Increase revenue from new customers by 50% from natural search over the next 12 months2. Increase revenue from returning customers by 20% over the next 12 months?
    • I’M SURE OUR EXISTINGCUSTOMERS ARE GRRREAT
    • BUT IN ORDERTO GET MOREOUT OF THEM
    • WE NEED TO PUT IN WORK
    • TO KEEP THEM COMING BACK
    • THIS IS WHERE WEMIGHT START
    • UPSELLThis is something thatwe do well but lookingat competitors will giveus ways to improveupselling – increasingvolume purchases andextras (e.g. Solution)
    • EMAIL REMARKETINGWe can work towardssmarter solutions toremind customers to ‘re-order’ and includeadditional upsell products
    • SUBSCRIPTION Introduction of a subscription model could help to keep up consistent purchases rather than sporadic orders
    • Check these sites forexamples of good models
    • THANK YOU