Meet Magento UK 2011 50 ways to improve your sales

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Presentation by Roger Willcocks at Meet Magento UK in Oct 2011 about how to increase your Magento e-commerce website sales.

Presentation by Roger Willcocks at Meet Magento UK in Oct 2011 about how to increase your Magento e-commerce website sales.

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  • 1. Roger Willcocks Screen Pages 50 ways to improve your sales with Magento
  • 2.
    • Design. Build.
    • Host. Support. Update. Consult.
    • Full service Magento agency.
    • Niche brands.
    @screenpages [email_address]
  • 3.
    • Focused on e-commerce since 1997
    • 200+ retail websites designed & built
    • 30+ Magento projects
    • Magento only
  • 4.
    • Design, build, host, support & update
    • Strong creative & analytical services
    • Bespoke websites
    • Magento site maintenance, migration & updates
  • 5. About you
    • Size of business online
    • Magento already? Which one?
  • 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 of dynamite
  • 10. Survey on 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 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%
  • 13. SEO tips
    • Page titles
    • Meta data
    • Keywords in copy (& other places)
    • Sitemap
    • It’s all about links
    Google: “link building screen pages”
  • 14. Google Sitemap & Product Search
  • 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)
    • Aheadworks Sociable
    • Distribute your content
    • Make videos, host on Youtube & embed
      • Get a channel
  • 17. How to measure SEO
    • Organic search
    • Filter: exclude <your brand name>
    • Generic traffic is ca. 25%
  • 18.
    • Holy Grail at the end of the ‘long tail’?
    • 3,729 search terms = 55% of sales
    • Looking good!
    SEO – holy grail?
  • 19. 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)
  • 20.
    • PR
    • Catalogues
    Offline marketing
  • 21. 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%
  • 22. 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 )
  • 23.  
  • 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.  
  • 26.  
  • 27.  
  • 28.  
  • 29. Write great copy
    • Buy this
  • 30. Persuading them to buy
    • What makes a good proposition?
  • 31. Meet your competitors
  • 32. What makes a good proposition?
    • Desirable products
    • Well presented
    • Attractively priced
    • Securely paid for
    • Nicely delivered
    • Communicated on every page
  • 33. Persuading folk to buy
    • THE SERVICE
      • Delivery
      • Returns
      • Packaging
      • Call-centre
    • Reviews/testimonials
    • Confidence/risk
  • 34. Customer service Source:: E-consultancy
  • 35. Work on delivery options
    • Standard delivery (free?)
    • Next day premium
    • Nominated delivery
    • … .and communicate them
  • 36.  
  • 37. Reviews & ratings Onsite or offsite
  • 38. Making it simple to purchase
    • Basket
    • Security
    • Delivery costs
    • Big buttons (especially for mobile)
  • 39. Packaging
  • 40. Making it simple to purchase
    • Integrated payments (+ alternate methods)
    • No distractions (different header?)
    • Language & tone
    • Registration or not
    • Analytics
  • 41.  
  • 42.  
  • 43. Abandonned basket chaser
  • 44. Getting them to come back
    • Conversion data (Needs Fooman)
    • Surveys/Analytics
    • Trigger emails (Enterprise or Extensions)
    • Email marketing (once a week now)
    • Loyalty schemes (Enterprise or Extensions)
    • Catalogues
  • 45. 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”
  • 46. Planning taps you can turn New customers Returning customers Visits/traffic sources % increase % increase Orders/conversions % increase % increase Average order values % increase % increase
  • 47.  
  • 48. 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.”
  • 49. Questions
    • @screenpages
    • [email_address]
    • 01932 359160