Your SlideShare is downloading. ×
50 ways to improve your online sales
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

50 ways to improve your online sales

596

Published on

Roger Willcocks presentation at Ecommerce Expo Oct 3rd 2012

Roger Willcocks presentation at Ecommerce Expo Oct 3rd 2012

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
596
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Roger Willcocks Screen Pages50 ways to improve your sales
  • 2. Design. Build.Host. Support. Update. Consult.Full service Magento agency.Niche brands.@screenpagesroger@screenpages.com
  • 3. • Focused on e-commerce since 1997• 300+ retail websites designed & built• 30+ Magento projects• Magento only
  • 4. • Design, build, host, support & update• Magento site maintenance, migration & updates
  • 5. About you• Size of business online• No. people working on line?
  • 6. Agenda• Getting new customers• Engaging customers• Persuading them to buy• Making it simple to purchase• Getting them to come back
  • 7. But first…measure• Analytics• Surveys• Usability studies
  • 8. Google Analytics
  • 9. Whatusersdo & attentionwizard 50 ££s of dynamite
  • 10. Surveys • Order confirmation • Three questions • One text box • Surveymonkey
  • 11. Getting new customers• SEO• PPC• Direct• Referrals• Affiliates• Refer a friend• Catalogues/lists• Offline (eg PR)
  • 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. SEO tips• Page titles• Meta data• Keywords in copy (& other places)• Sitemap• It‟s all about linksGoogle: “link building screen pages”
  • 14. Get in Google
  • 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. Social Media• Facebook Like & Tweet (or Share This)• Distribute your content• Make videos, host on Youtube & embed – Get a channel
  • 17. And now….Pinterest
  • 18. How to measure SEO• Organic search• Filter: exclude <your brand name>• Generic traffic is ca. 25%
  • 19. SEO – holy grail?• Holy Grail at the end of the „long tail‟?• 3,729 search terms = 55% of sales• Looking good!
  • 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. Offline marketing• PR• Catalogues
  • 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. 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. 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. 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. Write great copyBuy this
  • 27. Persuading them to buy• What makes a good proposition?
  • 28. Meet your competitors
  • 29. What makes a good proposition?• Desirable products• Well presented• Attractively priced• Securely paid for• Nicely delivered• Communicated on every page
  • 30. Persuading folk to buy• THE SERVICE –Delivery –Returns –Packaging –Call-centre
  • 31. Customer service Source:: E-consultancy
  • 32. Work on delivery options• Standard delivery (free?)• Next day premium• Nominated delivery• ….and communicate them
  • 33. Tell the story
  • 34. Reviews & ratings Onsite or offsite
  • 35. Make it simple to purchase• Basket• Security• Delivery costs• Big buttons (especially for mobile)
  • 36. Show your beautiful packaging
  • 37. Make it simple to purchase• Integrated payments (+ alternate methods)• No distractions (different header?)• Language & tone• Registration or not?
  • 38. Abandonned basket chaser
  • 39. Getting them back• Conversion data• Surveys/Analytics• Trigger emails• Email marketing (once a week now)• Loyalty schemes• Catalogues
  • 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. Planning taps you can turn New Returning customers customersVisits/traffic sources % increase % increaseOrders/conversions % increase % increaseAverage order values % increase % increase
  • 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. Questions@screenpagesroger@screenpages.com01932 359160

×