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Ecommerce Expo Oct 2011 Screen Pages and christopher ward
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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

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

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  • 1. Roger Willcocks & Christopher Ward 50 ways to improve your online sales
  • 2.
    • @screenpages
    • @chriswardlondon
    • [email_address]
    • christopherward.co.uk
  • 3. About Screen Pages
    • Design, build, host , support & update
    • Strong creative & analytical services
    • Bespoke Magento websites
    • Magento site maintenance & update
    • Focused on e-commerce since 1997
    • 200+ retail websites designed & built
    • 30+ Magento projects
  • 4.  
  • 5. Christopher Ward
  • 6. Christopher Ward
    • Founded 2004 by experienced management team
    • Mission to make the cheapest/most expensive Swiss Watches in the world
    • On track to be largest UK watchmaker by 2014
  • 7. About you
    • Size of business online
    • % online
    • Magento?
  • 8. Agenda
    • Getting new customers
    • Engaging customers
    • Persuading them to buy
    • Making it simple to purchase
    • Getting them to come back
  • 9. But first…measure
    • Analytics
    • Surveys
    • Usability studies
  • 10. Google Analytics
  • 11. Whatusersdo & attentionwizard £50 of dynamite
  • 12. Survey on order confirmation
    • Three questions
    • One text box
    • Surveymonkey
  • 13. Getting new customers
    • SEO
    • PPC
    • Direct
    • Referrals
    • Affiliates
    • Refer a friend
    • Catalogues/lists
    • Offline (eg PR)
  • 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%
  • 15. SEO tips
    • Page titles
    • Keywords in copy (& other places)
    • Sitemap
    • It’s all about links
    Google: “link building screen pages”
  • 16. Google Sitemap & Product Search
  • 17. 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
  • 18. Social Media
    • Facebook Like & Tweet (or Share This)
    • Distribute your content
    • Make videos, host on Youtube & embed
      • Get a channel
  • 19.
    • Inadvertently entered “social networking”
    • Independent Forum created dedicated to CW
    • 3,000+ members
    • Ca. 100,000 posts
    • 5,000+ topics
    Social networks, huh?
  • 20. How to measure SEO
    • Organic search
    • Filter: exclude <your brand name>
    • Generic traffic is ca. 25%
  • 21. SEO – holy grail?
    • Holy Grail at the end of the ‘long tail’?
    • 3,729 search terms = 55% of sales
    • Looking good!
  • 22. SEO – the truth
    • 5x increase in generic traffic in last 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)
  • 23. Affiliates or not?
    • Can account for 25 - 30% of revenue
    • 1,722 Affiliates to date
    • Incentives, exclusive discounts & Vouchers
    • Great for “stock cleansing”
  • 24. Offline marketing
      • Circa 200,000,000 catalogues p.a.
      • PR
  • 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%
  • 26. Engaging customers
    • New/latest/sale
    • Promotions (regular & varied)
    • Content (lots of it) & photography (lifestyle)
    • Landing pages (category & product pages)
    • Navigation
      • Dropdowns (esp. multi-layered)
      • Filters (price, colour etc – but caveat )
  • 27.  
  • 28. 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
  • 29.  
  • 30.  
  • 31.  
  • 32. Write great copy
    • Buy this
  • 33. Persuading them to buy
    • What makes a good proposition?
  • 34. Meet your competitors
  • 35. What makes a good proposition?
    • Desirable products
    • Well presented
    • Attractively priced
    • Securely paid for
    • Nicely delivered
    • Communicated on every page
  • 36. Persuading them to buy
    • THE SERVICE
      • Delivery
      • Returns
      • Packaging
      • Call-centre
    • Reviews/testimonials
    • Confidence/risk
  • 37. Customer service Source:: E-consultancy
  • 38. Work on delivery options
    • Standard delivery (free?)
    • Next day premium
    • Nominated delivery
    • … .and communicate them
  • 39.  
  • 40. Reviews & ratings
  • 41. Making it simple to purchase
    • Basket
    • Security
    • Delivery costs
    • Big buttons
  • 42. Packaging
  • 43. Making it simple to purchase
    • Integrated payments (+ alternate methods)
    • No distractions (different header?)
    • Language & tone
    • Registration or not
    • Analytics
  • 44.  
  • 45.  
  • 46. Abandonned basket chaser
  • 47. Getting them to come back
    • Conversion data
    • Surveys/Analytics
    • Trigger emails
    • Email marketing (once a week now)
    • Loyalty schemes (points)
    • Catalogues
  • 48. Five fundamentals
    • Agree & quantify business goal
    • Breakdown into key activities
    • Identify metrics for each activity set
    • Define activities to achieve the metrics
    • Measure results
    “ A goal without a plan is just a wish”
  • 49. Planning taps you can turn New customers Returning customers Visits/traffic sources % increase % increase Orders/conversions % increase % increase Average order values % increase % increase
  • 50.  
  • 51. Ling’s Cars £35m
    • “… 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.”
  • 52. Questions
    • @screenpages
    • [email_address]
    • 01932 359160
    • Stand 1220