Roger Willcocks & Christopher Ward 50 ways to improve your online sales
<ul><li>@screenpages </li></ul><ul><li>@chriswardlondon </li></ul><ul><li>[email_address] </li></ul><ul><li>christopherwar...
About Screen Pages <ul><li>Design, build, host , support & update </li></ul><ul><li>Strong creative & analytical services ...
 
Christopher Ward
Christopher Ward <ul><li>Founded 2004 by experienced management team </li></ul><ul><li>Mission to make the cheapest/most e...
About you <ul><li>Size of business online </li></ul><ul><li>% online </li></ul><ul><li>Magento? </li></ul>
Agenda <ul><li>Getting new customers </li></ul><ul><li>Engaging customers  </li></ul><ul><li>Persuading them to buy </li><...
But first…measure <ul><li>Analytics </li></ul><ul><li>Surveys </li></ul><ul><li>Usability studies </li></ul>
Google Analytics
Whatusersdo & attentionwizard £50 of dynamite
Survey on order confirmation <ul><li>Three questions </li></ul><ul><li>One text box </li></ul><ul><li>Surveymonkey </li></ul>
Getting new customers <ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Direct </li></ul><ul><li>Referrals </li></ul><ul...
Getting new customers Source of traffic % of visitors Bounce rate Conversion rate Search engines 65.9% 31.9% 2.06% Direct ...
SEO tips <ul><li>Page titles </li></ul><ul><li>Keywords in copy (& other places) </li></ul><ul><li>Sitemap </li></ul><ul><...
Google Sitemap & Product Search
Content  <ul><li>Category page copy (hardest pages) </li></ul><ul><li>On domain blog (Wordpress, please) </li></ul><ul><li...
Social Media <ul><li>Facebook Like & Tweet (or Share This) </li></ul><ul><li>Distribute your content </li></ul><ul><li>Mak...
<ul><li>Inadvertently entered “social networking” </li></ul><ul><li>Independent Forum created dedicated to CW </li></ul><u...
How to measure SEO <ul><li>Organic search </li></ul><ul><li>Filter: exclude <your brand name> </li></ul><ul><li>Generic tr...
SEO – holy grail? <ul><li>Holy Grail at the end of the ‘long tail’? </li></ul><ul><li>3,729 search terms = 55% of sales </...
SEO – the truth <ul><li>5x increase in generic traffic in last 6 months </li></ul><ul><li>Increase from 5% to 10% of total...
Affiliates or not? <ul><li>Can account for 25 - 30% of revenue </li></ul><ul><li>1,722 Affiliates to date </li></ul><ul><l...
Offline marketing <ul><ul><li>Circa 200,000,000 catalogues p.a. </li></ul></ul><ul><ul><li>PR  </li></ul></ul>
Where do visitors land? i.e.. not on the home page Landing page % landings bounce% Home page 39% 17% Category page 22% 31%...
Engaging customers <ul><li>New/latest/sale </li></ul><ul><li>Promotions (regular & varied) </li></ul><ul><li>Content (lots...
 
Special case: category pages <ul><li>25-50% of all entrances </li></ul><ul><li>40-50% of all page views </li></ul><ul><li>...
 
 
 
Write great copy <ul><li>Buy this  </li></ul>
Persuading them to buy <ul><li>What makes a good proposition? </li></ul>
Meet your competitors
What makes a good proposition? <ul><li>Desirable products </li></ul><ul><li>Well presented </li></ul><ul><li>Attractively ...
Persuading them to buy <ul><li>THE SERVICE </li></ul><ul><ul><li>Delivery  </li></ul></ul><ul><ul><li>Returns </li></ul></...
Customer service Source:: E-consultancy
Work on delivery options <ul><li>Standard delivery (free?) </li></ul><ul><li>Next day premium </li></ul><ul><li>Nominated ...
 
Reviews & ratings
Making it simple to purchase <ul><li>Basket </li></ul><ul><li>Security </li></ul><ul><li>Delivery costs </li></ul><ul><li>...
Packaging
Making it simple to purchase <ul><li>Integrated payments (+ alternate methods) </li></ul><ul><li>No distractions (differen...
 
 
Abandonned basket chaser
Getting them to come back <ul><li>Conversion data  </li></ul><ul><li>Surveys/Analytics  </li></ul><ul><li>Trigger emails  ...
Five fundamentals <ul><li>Agree & quantify business goal </li></ul><ul><li>Breakdown into key activities </li></ul><ul><li...
Planning taps you can turn New customers Returning customers Visits/traffic sources % increase % increase Orders/conversio...
 
Ling’s Cars £35m <ul><li>“… On a website, you are competing with You Tube, porn sites and Facebook. You are not trying to ...
Questions <ul><li>@screenpages </li></ul><ul><li>[email_address] </li></ul><ul><li>01932 359160 </li></ul><ul><li>Stand 12...
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Ecommerce Expo Oct 2011 Screen Pages and christopher ward

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50 ways to improve the online sales of your e-commerce website

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Ecommerce Expo Oct 2011 Screen Pages and christopher ward

  1. 1. Roger Willcocks & Christopher Ward 50 ways to improve your online sales
  2. 2. <ul><li>@screenpages </li></ul><ul><li>@chriswardlondon </li></ul><ul><li>[email_address] </li></ul><ul><li>christopherward.co.uk </li></ul>
  3. 3. About Screen Pages <ul><li>Design, build, host , support & update </li></ul><ul><li>Strong creative & analytical services </li></ul><ul><li>Bespoke Magento websites </li></ul><ul><li>Magento site maintenance & update </li></ul><ul><li>Focused on e-commerce since 1997 </li></ul><ul><li>200+ retail websites designed & built </li></ul><ul><li>30+ Magento projects </li></ul>
  4. 5. Christopher Ward
  5. 6. Christopher Ward <ul><li>Founded 2004 by experienced management team </li></ul><ul><li>Mission to make the cheapest/most expensive Swiss Watches in the world </li></ul><ul><li>On track to be largest UK watchmaker by 2014 </li></ul>
  6. 7. About you <ul><li>Size of business online </li></ul><ul><li>% online </li></ul><ul><li>Magento? </li></ul>
  7. 8. Agenda <ul><li>Getting new customers </li></ul><ul><li>Engaging customers </li></ul><ul><li>Persuading them to buy </li></ul><ul><li>Making it simple to purchase </li></ul><ul><li>Getting them to come back </li></ul>
  8. 9. But first…measure <ul><li>Analytics </li></ul><ul><li>Surveys </li></ul><ul><li>Usability studies </li></ul>
  9. 10. Google Analytics
  10. 11. Whatusersdo & attentionwizard £50 of dynamite
  11. 12. Survey on order confirmation <ul><li>Three questions </li></ul><ul><li>One text box </li></ul><ul><li>Surveymonkey </li></ul>
  12. 13. Getting new customers <ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Direct </li></ul><ul><li>Referrals </li></ul><ul><li>Affiliates </li></ul><ul><li>Refer a friend </li></ul><ul><li>Catalogues/lists </li></ul><ul><li>Offline (eg PR) </li></ul>
  13. 14. Getting new customers Source of traffic % of visitors Bounce rate Conversion rate Search 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%
  14. 15. SEO tips <ul><li>Page titles </li></ul><ul><li>Keywords in copy (& other places) </li></ul><ul><li>Sitemap </li></ul><ul><li>It’s all about links </li></ul>Google: “link building screen pages”
  15. 16. Google Sitemap & Product Search
  16. 17. Content <ul><li>Category page copy (hardest pages) </li></ul><ul><li>On domain blog (Wordpress, please) </li></ul><ul><li>Content pages optimised for target keywords </li></ul><ul><ul><li>How to… </li></ul></ul><ul><ul><li>FAQs </li></ul></ul><ul><ul><li>Ideas etc </li></ul></ul><ul><li>Linked to around the site with anchor text </li></ul>
  17. 18. Social Media <ul><li>Facebook Like & Tweet (or Share This) </li></ul><ul><li>Distribute your content </li></ul><ul><li>Make videos, host on Youtube & embed </li></ul><ul><ul><li>Get a channel </li></ul></ul>
  18. 19. <ul><li>Inadvertently entered “social networking” </li></ul><ul><li>Independent Forum created dedicated to CW </li></ul><ul><li>3,000+ members </li></ul><ul><li>Ca. 100,000 posts </li></ul><ul><li>5,000+ topics </li></ul>Social networks, huh?
  19. 20. How to measure SEO <ul><li>Organic search </li></ul><ul><li>Filter: exclude <your brand name> </li></ul><ul><li>Generic traffic is ca. 25% </li></ul>
  20. 21. SEO – holy grail? <ul><li>Holy Grail at the end of the ‘long tail’? </li></ul><ul><li>3,729 search terms = 55% of sales </li></ul><ul><li>Looking good! </li></ul>
  21. 22. SEO – the truth <ul><li>5x increase in generic traffic in last 6 months </li></ul><ul><li>Increase from 5% to 10% of total traffic </li></ul><ul><li>But 6% of total sales = lower ROI </li></ul><ul><li>No. 5 “swiss watches” = 400 visits per month & no sales </li></ul><ul><li>First page for “watches” (negative ROI) </li></ul>
  22. 23. Affiliates or not? <ul><li>Can account for 25 - 30% of revenue </li></ul><ul><li>1,722 Affiliates to date </li></ul><ul><li>Incentives, exclusive discounts & Vouchers </li></ul><ul><li>Great for “stock cleansing” </li></ul>
  23. 24. Offline marketing <ul><ul><li>Circa 200,000,000 catalogues p.a. </li></ul></ul><ul><ul><li>PR </li></ul></ul>
  24. 25. Where do visitors land? i.e.. not on the home page Landing page % landings bounce% Home page 39% 17% Category page 22% 31% Product page 19% 56%
  25. 26. Engaging customers <ul><li>New/latest/sale </li></ul><ul><li>Promotions (regular & varied) </li></ul><ul><li>Content (lots of it) & photography (lifestyle) </li></ul><ul><li>Landing pages (category & product pages) </li></ul><ul><li>Navigation </li></ul><ul><ul><li>Dropdowns (esp. multi-layered) </li></ul></ul><ul><ul><li>Filters (price, colour etc – but caveat ) </li></ul></ul>
  26. 28. Special case: category pages <ul><li>25-50% of all entrances </li></ul><ul><li>40-50% of all page views </li></ul><ul><li>Three roles: </li></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Routing pages </li></ul></ul><ul><ul><li>Conversion pages (with add to basket) </li></ul></ul><ul><li>Make it work </li></ul>
  27. 32. Write great copy <ul><li>Buy this </li></ul>
  28. 33. Persuading them to buy <ul><li>What makes a good proposition? </li></ul>
  29. 34. Meet your competitors
  30. 35. What makes a good proposition? <ul><li>Desirable products </li></ul><ul><li>Well presented </li></ul><ul><li>Attractively priced </li></ul><ul><li>Securely paid for </li></ul><ul><li>Nicely delivered </li></ul><ul><li>Communicated on every page </li></ul>
  31. 36. Persuading them to buy <ul><li>THE SERVICE </li></ul><ul><ul><li>Delivery </li></ul></ul><ul><ul><li>Returns </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Call-centre </li></ul></ul><ul><li>Reviews/testimonials </li></ul><ul><li>Confidence/risk </li></ul>
  32. 37. Customer service Source:: E-consultancy
  33. 38. Work on delivery options <ul><li>Standard delivery (free?) </li></ul><ul><li>Next day premium </li></ul><ul><li>Nominated delivery </li></ul><ul><li>… .and communicate them </li></ul>
  34. 40. Reviews & ratings
  35. 41. Making it simple to purchase <ul><li>Basket </li></ul><ul><li>Security </li></ul><ul><li>Delivery costs </li></ul><ul><li>Big buttons </li></ul>
  36. 42. Packaging
  37. 43. Making it simple to purchase <ul><li>Integrated payments (+ alternate methods) </li></ul><ul><li>No distractions (different header?) </li></ul><ul><li>Language & tone </li></ul><ul><li>Registration or not </li></ul><ul><li>Analytics </li></ul>
  38. 46. Abandonned basket chaser
  39. 47. Getting them to come back <ul><li>Conversion data </li></ul><ul><li>Surveys/Analytics </li></ul><ul><li>Trigger emails </li></ul><ul><li>Email marketing (once a week now) </li></ul><ul><li>Loyalty schemes (points) </li></ul><ul><li>Catalogues </li></ul>
  40. 48. Five fundamentals <ul><li>Agree & quantify business goal </li></ul><ul><li>Breakdown into key activities </li></ul><ul><li>Identify metrics for each activity set </li></ul><ul><li>Define activities to achieve the metrics </li></ul><ul><li>Measure results </li></ul>“ A goal without a plan is just a wish”
  41. 49. Planning taps you can turn New customers Returning customers Visits/traffic sources % increase % increase Orders/conversions % increase % increase Average order values % increase % increase
  42. 51. Ling’s Cars £35m <ul><li>“… On a website, you are competing with You Tube, porn sites and Facebook. You are not trying to out-bore your local council website. So, open the energy taps, eat sugar and get on with something exciting. Split testing/focus groups etc, is just a fast road to the lowest common denominator, just as you see in politics; boring.” </li></ul>
  43. 52. Questions <ul><li>@screenpages </li></ul><ul><li>[email_address] </li></ul><ul><li>01932 359160 </li></ul><ul><li>Stand 1220 </li></ul>

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