Spring Fair talk (Feb 2015): how to increase your online sales

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A whistle-stop, rapid fire tour of e-commerce tips and advice that retailers can implement on their e-commerce websites based our experience working with the creative, marketing, and technical teams of hundreds of niche retailers. The talk will cover practical examples of ways in which you can increase traffic, improve engagement and conversions and generate more sales from retail websites.

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Spring Fair talk (Feb 2015): how to increase your online sales

  1. 1. roger@screenpages.com How to increase your online sales
  2. 2.  300+ e-commerce websites since 1997  Substantial e-commerce website experience (ca. 100 yrs)  Magento specialists since 2009  Award winners & award-winning clients Screen Pages key facts
  3. 3. Agenda Getting new customers Engaging customers Persuading them to buy Making it simple to purchase Getting them to come back
  4. 4. No silver bullets…
  5. 5. First…measure  Analytics  Surveys  Usability studies
  6. 6. Google Analytics Get Google Analytics & build a custom dashboard
  7. 7. Whatusersdo & attentionwizard 50 ££s of dynamite
  8. 8.  Order confirmation page  Three questions  One text box  Surveymonkey £26 p.m. Surveys
  9. 9. Getting new customers  SEO  PPC  Direct  Referrals  Affiliates  Refer a friend  Catalogues/lists  Offline (eg PR)  Deals with similar brands
  10. 10. Getting new customers Source Traffic Conversion £ per visit Brand related searches 14.5% 6.3% £4.45 Generic search 14.1% 1.5% £0.55 Paid search 19.9% 3.4% £2.74 Email marketing 20.6% 4.9% £2.73 Referrals 10.5% 2.4% - Average 3.9% £2.64
  11. 11. Funny thing, conversion rate
  12. 12. SEO tips  Page titles  Meta data  Keywords in copy (& other places)  Sitemap  It’s all about (interesting) content Google: “SEO in Magento”
  13. 13. Get in Google 1. 2.
  14. 14. Quick content wins  Category page copy (hardest pages)  On domain blog (Wordpress, please)  Content pages optimised for target keywords  How to…  Buying guides  FAQs  Ideas/inspiration etc
  15. 15. Social Media – pros & cons  Facebook Like & Tweet (or Share This)  Distribute your content  Make videos, host on Youtube & embed  Get a channel  But:  Ca. 1% of traffic & 0.1% conversion  Exception: “causes”
  16. 16. How to measure SEO  Organic search  Filter: exclude <your brand name>  Generic traffic is ca. 25% Note: apportion “not provided” pro-rata
  17. 17. • Case study • Holy Grail at the end of the ‘long tail’? • 3,729 search terms = 55% of sales  5x increase in generic traffic in 6 months  Increase from 5% to 10% of total traffic • Looking good? SEO – holy grail?
  18. 18. SEO – the truth  6% of total sales (vs. 10% of traffic) = lower conversions & ROI  First page for “watches” (negative ROI)  No. 5 “swiss watches” = 400 visits per month & no sales My experience: build a brand.
  19. 19.  PR  Catalogues Offline marketing still works!
  20. 20. Co-operative marketing
  21. 21. 27% 21%Opportunity?
  22. 22. 2.9% 0.9% 4.5%
  23. 23. Speed matters Each second costs you 7% decrease in conversions
  24. 24. % landings bounce% Home page 39% 17% Category page 22% 31% Product page 19% 56% i.e. not on the home page. Opportunity. Where do visitors land? 37% 37%
  25. 25. Engaging customers  New/latest/sale  Promotions (regular & varied)  Content (lots of it) & photography (lifestyle)  Make your landing pages compelling (category/product pages)  Navigation  Categorisation is critical  Dropdowns (esp. multi-layered)  Filters (price, colour etc – but caveat)  Put your products in the “right” order
  26. 26. 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)  Yet, sadly overlooked…
  27. 27. Product pages  Copy  Photography/video  Call(s) to action / how to transact / service  Reviews/testimonials  Instructions  Delivery & returns  What if it’s not quite the right product?  What goes with this?
  28. 28. Write great copy Buy this
  29. 29. Persuading them to buy What makes a good proposition?
  30. 30. But first: meet your competitors
  31. 31.  Desirable products  Well presented  Attractively priced  Securely paid for  Nicely delivered  Communicated on every page What makes a good proposition?
  32. 32.  Delivery  Returns  Packaging  Call-centre Think hard about delivery & service
  33. 33. Customer service Source:: E-consultancy
  34. 34. Work on delivery options  Standard delivery (free?)  Next day premium  Nominated delivery  ….and communicate them in the right places
  35. 35. Reviews & ratings (social endorsement) Onsite or offsite
  36. 36. Make it simple to purchase  Basket  Security  Big buttons (especially for mobile)  Delivery & other hygiene factors
  37. 37. Show your beautiful packaging
  38. 38. Make it simple to purchase  Integrated payments (+ alternate methods)  No distractions (different header?)  Language & tone  Registration or not?  Example: “pay securely now” vs. “submit”
  39. 39. How does it convert? Quiz time: which of these checkouts converts best?
  40. 40. Basket and checkout funnel
  41. 41. Abandonned basket chaser
  42. 42. Getting them back  Conversion data  Surveys/Analytics  Trigger emails  Email marketing (once a week now, twice for VIPs)  Loyalty schemes  Catalogues Recent survey 26% had 20%+ of traffic from emails. 20% had email traffic converting at 8%+
  43. 43.  Build your email database  Those that do it well, benefit extremely well  It can performs at 4-7 times regular traffic  Emails are increasingly opened on mobiles Guidance: 1. Design your transactional emails 2. Manage & update their content 3. Tag them for Google Analytics Read this article: http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database Email marketing (best converting traffic)
  44. 44. Loyalty schemes
  45. 45. Plan your attack
  46. 46. Before you start 1. Agree & quantify business goal 2. Breakdown into key activities 3. Identify metrics for each activity set 4. Define activities to achieve the metrics 5. Measure results “A goal without a plan is just a wish”
  47. 47. Planning taps you can turn New customers Existing customers Visits/traffic sources % increase % increase Orders/conversions % increase % increase Average order values % increase % increase
  48. 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. 49. Things change
  50. 50. 22. Keep it simple “The best website is one that the customer doesn’t notice”
  51. 51. Bonus tip: pick the right platform & agency
  52. 52. www.screenpages.com roger@screenpages.com @screenpages 01932 333 592 Contact information

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