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50 ways to improve your online sales


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Roger Willcocks presentation at Ecommerce Expo Oct 3rd 2012

Roger Willcocks presentation at Ecommerce Expo Oct 3rd 2012

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  • 1. Roger Willcocks Screen Pages50 ways to improve your sales
  • 2. Design. Build.Host. Support. Update. Consult.Full service Magento agency.Niche
  • 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