Roger Willcocks    Screen Pages50 ways to improve your sales
Design. Build.Host. Support. Update. Consult.Full service Magento agency.Niche brands.@screenpagesroger@screenpages.com
• Focused on e-commerce since 1997• 300+ retail websites designed & built• 30+ Magento projects• Magento only
• Design, build, host, support & update• Magento site maintenance, migration & updates
About you• Size of business online• No. people working on line?
Agenda•   Getting new customers•   Engaging customers•   Persuading them to buy•   Making it simple to purchase•   Getting...
But first…measure• Analytics• Surveys• Usability studies
Google Analytics
Whatusersdo & attentionwizard     50 ££s of dynamite
Surveys   • Order confirmation   • Three questions   • One text box   • Surveymonkey
Getting new customers•   SEO•   PPC•   Direct•   Referrals•   Affiliates•   Refer a friend•   Catalogues/lists•   Offline ...
Getting new customers Source of traffic   % of visitors   Bounce rate   Conversion                                        ...
SEO tips•   Page titles•   Meta data•   Keywords in copy (& other places)•   Sitemap•   It‟s all about linksGoogle: “link ...
Get in Google
Content• Category page copy (hardest pages)• On domain blog (Wordpress, please)• Content pages optimised for target keywor...
Social Media• Facebook Like & Tweet (or Share This)• Distribute your content• Make videos, host on Youtube & embed  – Get ...
And now….Pinterest
How to measure SEO• Organic search• Filter: exclude <your brand name>• Generic traffic is ca. 25%
SEO – holy grail?• Holy Grail at the end of the „long tail‟?• 3,729 search terms = 55% of sales• Looking good!
SEO – the truth• 5x increase in generic traffic in 6 months• Increase from 5% to 10% of total traffic• But 6% of total sal...
Offline marketing• PR• Catalogues
Where do visitors land?    Landing page      % landings   bounce%Home page                39%        17%Category page     ...
Engaging customers•   New/latest/sale•   Promotions (regular & varied)•   Content (lots of it) & photography (lifestyle)• ...
Special case: category pages• 25-50% of all entrances• 40-50% of all page views• Three roles:  – Landing pages  – Routing ...
Product pages• Copy• Photography• Call(s) to action / how to transact / service• What if it‟s not quite the right product?...
Write great copyBuy this
Persuading them to buy• What makes a good proposition?
Meet your competitors
What makes a good proposition?•   Desirable products•   Well presented•   Attractively priced•   Securely paid for•   Nice...
Persuading folk to buy• THE SERVICE –Delivery –Returns –Packaging –Call-centre
Customer service  Source:: E-consultancy
Work on delivery options•   Standard delivery (free?)•   Next day premium•   Nominated delivery•   ….and communicate them
Tell the story
Reviews & ratings             Onsite or offsite
Make it simple to purchase•   Basket•   Security•   Delivery costs•   Big buttons (especially for mobile)
Show your beautiful packaging
Make it simple to purchase•   Integrated payments (+ alternate methods)•   No distractions (different header?)•   Language...
Abandonned basket chaser
Getting them back•   Conversion data•   Surveys/Analytics•   Trigger emails•   Email marketing (once a week now)•   Loyalt...
Five fundamentals1.   Agree & quantify business goal2.   Breakdown into key activities3.   Identify metrics for each activ...
Planning taps you can turn                            New       Returning                         customers    customersVi...
Ling‟s Cars £35m“…On a website, you are competing withYou Tube, porn sites and Facebook. You arenot trying to out-bore you...
Questions@screenpagesroger@screenpages.com01932 359160
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
50 ways to improve your online sales
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50 ways to improve your online sales

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Roger Willcocks presentation at Ecommerce Expo Oct 3rd 2012

50 ways to improve your online sales

  1. 1. Roger Willcocks Screen Pages50 ways to improve your sales
  2. 2. Design. Build.Host. Support. Update. Consult.Full service Magento agency.Niche brands.@screenpagesroger@screenpages.com
  3. 3. • Focused on e-commerce since 1997• 300+ retail websites designed & built• 30+ Magento projects• Magento only
  4. 4. • Design, build, host, support & update• Magento site maintenance, migration & updates
  5. 5. About you• Size of business online• No. people working on line?
  6. 6. Agenda• Getting new customers• Engaging customers• Persuading them to buy• Making it simple to purchase• Getting them to come back
  7. 7. But first…measure• Analytics• Surveys• Usability studies
  8. 8. Google Analytics
  9. 9. Whatusersdo & attentionwizard 50 ££s of dynamite
  10. 10. Surveys • Order confirmation • Three questions • One text box • Surveymonkey
  11. 11. Getting new customers• SEO• PPC• Direct• Referrals• Affiliates• Refer a friend• Catalogues/lists• Offline (eg PR)
  12. 12. Getting new customers Source of traffic % of visitors Bounce rate Conversion rateSearch engines 65.9% 31.9% 2.06%Direct 15.1% 30.2% 3.2%Referrals 11.9% 31.2% 1.7%Email 7.5% 22.1% 3.4%Know us 44%
  13. 13. SEO tips• Page titles• Meta data• Keywords in copy (& other places)• Sitemap• It‟s all about linksGoogle: “link building screen pages”
  14. 14. Get in Google
  15. 15. Content• Category page copy (hardest pages)• On domain blog (Wordpress, please)• Content pages optimised for target keywords – How to… – FAQs – Ideas etc• Linked to around the site with anchor text
  16. 16. Social Media• Facebook Like & Tweet (or Share This)• Distribute your content• Make videos, host on Youtube & embed – Get a channel
  17. 17. And now….Pinterest
  18. 18. How to measure SEO• Organic search• Filter: exclude <your brand name>• Generic traffic is ca. 25%
  19. 19. SEO – holy grail?• Holy Grail at the end of the „long tail‟?• 3,729 search terms = 55% of sales• Looking good!
  20. 20. SEO – the truth• 5x increase in generic traffic in 6 months• Increase from 5% to 10% of total traffic• But 6% of total sales = lower ROI• No. 5 “swiss watches” = 400 visits per month & no sales• First page for “watches” (negative ROI)
  21. 21. Offline marketing• PR• Catalogues
  22. 22. Where do visitors land? Landing page % landings bounce%Home page 39% 17%Category page 22% 31%Product page 19% 56%i.e.. not on the home page
  23. 23. Engaging customers• New/latest/sale• Promotions (regular & varied)• Content (lots of it) & photography (lifestyle)• Landing pages (category & product pages)• Navigation – Get the categorisation right – Dropdowns (esp. multi-layered) – Filters (price, colour etc – but caveat)
  24. 24. Special case: category pages• 25-50% of all entrances• 40-50% of all page views• Three roles: – Landing pages – Routing pages – Conversion pages (with add to basket)• Make it work
  25. 25. Product pages• Copy• Photography• Call(s) to action / how to transact / service• What if it‟s not quite the right product?• What goes with this?
  26. 26. Write great copyBuy this
  27. 27. Persuading them to buy• What makes a good proposition?
  28. 28. Meet your competitors
  29. 29. What makes a good proposition?• Desirable products• Well presented• Attractively priced• Securely paid for• Nicely delivered• Communicated on every page
  30. 30. Persuading folk to buy• THE SERVICE –Delivery –Returns –Packaging –Call-centre
  31. 31. Customer service Source:: E-consultancy
  32. 32. Work on delivery options• Standard delivery (free?)• Next day premium• Nominated delivery• ….and communicate them
  33. 33. Tell the story
  34. 34. Reviews & ratings Onsite or offsite
  35. 35. Make it simple to purchase• Basket• Security• Delivery costs• Big buttons (especially for mobile)
  36. 36. Show your beautiful packaging
  37. 37. Make it simple to purchase• Integrated payments (+ alternate methods)• No distractions (different header?)• Language & tone• Registration or not?
  38. 38. Abandonned basket chaser
  39. 39. Getting them back• Conversion data• Surveys/Analytics• Trigger emails• Email marketing (once a week now)• Loyalty schemes• Catalogues
  40. 40. Five fundamentals1. Agree & quantify business goal2. Breakdown into key activities3. Identify metrics for each activity set4. Define activities to achieve the metrics5. Measure results “A goal without a plan is just a wish”
  41. 41. Planning taps you can turn New Returning customers customersVisits/traffic sources % increase % increaseOrders/conversions % increase % increaseAverage order values % increase % increase
  42. 42. Ling‟s Cars £35m“…On a website, you are competing withYou Tube, porn sites and Facebook. You arenot trying to out-bore your local councilwebsite. So, open the energy taps, eatsugar and get on with something exciting.Split testing/focus groups etc, is just a fastroad to the lowest common denominator,just as you see in politics; boring.”
  43. 43. Questions@screenpagesroger@screenpages.com01932 359160

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