CRM Metrix presents<br />E-commerce Best Practices <br />derived from…<br />PAST<br />Listening & Learning<br />PRESENT<br...
The Re-commerce™ Solution is a 3-Phase Approach<br />1.) Listen from PAST experiences<br />2.) Learn what is applicable in...
HISTORICALLY SPEAKING…<br />There are Six areas of abandonment identified by the CRM Metrix Re-commerce Solution:<br />	On...
10<br />E-Commerce <br />Best Practices<br />CRM Metrix<br />
READ and CONSIDER and RECONSIDER…<br />To facilitate the decision-making process, provide a…<br />…compare and contrast fe...
Consideration happens when prospects are in researching mode: Help ‘em!<br />“A chart comparing the features of your produ...
RE-WRITING HISTORY<br />Avoid making the same mistake as others.<br />Communicate where to buy products OFFLINE<br />Best ...
The researching mode may not always lead to an online purchase:Guide ‘em!<br />Even though the focus of E-commerce sites i...
“Want to go try the product in-store ” </li></ul>Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Con...
History is a science and…<br />science is built on history.<br />Offer a product recommendation tool that uses a scientifi...
Shopper characteristics and history are a prophet for the future:<br />Study ‘em!<br />The underlying DNA of search (the s...
Inertia is the first law of history.<br />Provide as few clicks to PRICE <br />as possible.<br />Best Practice #4<br />
Continue seamlessly down the purchase decision funnel: Move ‘em along!<br />Do not allow visitors to spend time researchin...
“Disclose the price up front.  No one likes going through a process without knowing the cost of what you will be buying.”<...
Historyis a mess that we must organizeto find meaning and purpose.<br />Provide an easy-to-use classification structure<br...
Conversion occurs when visitors are pointed in the right direction quickly:<br />Keep ‘em organized!<br />Maintaining prod...
Throughout<br />history,<br />the least initial<br />deviation<br />from the truth<br />is multiplied later a<br />thousan...
Keep your promises…but if you can’t,<br />inform ‘em!<br />Be sure to have featured products available or at the least be ...
Best Practice #7<br />Offer<br />MULTIPLE <br />payment options<br />The strongest influencer of history lies in human cho...
If you don’t provide visitors with a hassle-free shopping experience, someone else will:  Capture ‘em!<br />There are many...
teaches everything, including the FUTURE.<br />Collect a CRM Database<br />Best Practice #8<br />
Keep in touch with future prospects:Use ‘em or lose ‘em.<br />Taking a proactive approach and reminding customers about pa...
CAUTION	<br />CAUTION		CAUTION:	<br />CAUTION		CAUTION		CAUTION	<br />HISTORY		HISTORY		HISTORY		HISTORY	<br />CAUTION		CA...
When the time is right, remind ‘em.<br />Keeping records of the visitor’s history will be helpful for the business as well...
The PAST<br />is the best predictor <br />of the<br />FUTURE.<br />Employ a response targeting technique<br />Best Practic...
For a second chance at success,<br />hang on to ‘em!<br />Do not lose the opportunity to re-engage with visitors based on ...
<ul><li>  Be organized
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E Commerce Best Practices

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E Commerce Best Practices

  1. 1. CRM Metrix presents<br />E-commerce Best Practices <br />derived from…<br />PAST<br />Listening & Learning<br />PRESENT<br />Leading in the <br />FUTURE<br />Shaping the <br />
  2. 2. The Re-commerce™ Solution is a 3-Phase Approach<br />1.) Listen from PAST experiences<br />2.) Learn what is applicable in the PRESENT<br />3.) Lead into the FUTURE<br />
  3. 3. HISTORICALLY SPEAKING…<br />There are Six areas of abandonment identified by the CRM Metrix Re-commerce Solution:<br /> Only through our history and digital experience at CRM Metrix are we able to bring these <br />E-commerce Best Practices forward…<br />
  4. 4. 10<br />E-Commerce <br />Best Practices<br />CRM Metrix<br />
  5. 5. READ and CONSIDER and RECONSIDER…<br />To facilitate the decision-making process, provide a…<br />…compare and contrast feature<br />Best Practice #1<br />
  6. 6. Consideration happens when prospects are in researching mode: Help ‘em!<br />“A chart comparing the features of your product to competing products would be helpful”<br />“I would have liked to see product comparison charts with other brand names”<br />“Show a matrix that compares the features and justifies why the price is the best deal.”<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Business Rule<br />Builds consideration by viewing product benefits<br />Avoids abandonment to a competitive site<br />
  7. 7. RE-WRITING HISTORY<br />Avoid making the same mistake as others.<br />Communicate where to buy products OFFLINE<br />Best Practice #2<br />
  8. 8. The researching mode may not always lead to an online purchase:Guide ‘em!<br />Even though the focus of E-commerce sites is to buy online, some individuals use the site only for researching purposes.<br />2 Types of communication needed:<br />International locations<br /><ul><li>“Wanted overseas shipping option“</li></ul>Domestic locations<br /><ul><li>“I prefer to purchase in store”
  9. 9. “Want to go try the product in-store ” </li></ul>Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Consumer Behavior<br />Allows purchase intent to turn into action, offline instead of online.<br />Avoid losing offline revenue to someone else.<br />
  10. 10. History is a science and…<br />science is built on history.<br />Offer a product recommendation tool that uses a scientific approach<br />Best Practice #3<br />
  11. 11. Shopper characteristics and history are a prophet for the future:<br />Study ‘em!<br />The underlying DNA of search (the search history) gives strong indicators of what the customers’ interests are in real-time format.<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Business Rule<br />Help visitors find what they are looking for, reducing search efforts.<br />Potentially up-sell and cross-promote products.<br />
  12. 12. Inertia is the first law of history.<br />Provide as few clicks to PRICE <br />as possible.<br />Best Practice #4<br />
  13. 13. Continue seamlessly down the purchase decision funnel: Move ‘em along!<br />Do not allow visitors to spend time researching price and needlessly entering into the shopping cart process when purchase intent is low.<br /><ul><li>“I don't like to get lots of information about a product without knowing the price.”
  14. 14. “Disclose the price up front. No one likes going through a process without knowing the cost of what you will be buying.”</li></ul>Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Business Rule<br />Consumers are able to arrive at the products quickly and efficiently.<br />Provides up-front communication to customers, building the B2C relationship and alleviating abandonment rates as visitors do not enter into the shopping cart process.<br />
  15. 15. Historyis a mess that we must organizeto find meaning and purpose.<br />Provide an easy-to-use classification structure<br />Best Practice #5<br />
  16. 16. Conversion occurs when visitors are pointed in the right direction quickly:<br />Keep ‘em organized!<br />Maintaining products in a classified structure alleviates frustration for prospective customers.<br />“I don&apos;t have all day to find these things!”<br />“Divide items into more logical categories”<br />“More detailed menus so I don&apos;t have to load each page” <br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Site Usability<br />Allows the end user to find relevant information in an efficient manner.<br />Alleviates dissatisfaction among the customer base and helps encourage transactions.<br />
  17. 17. Throughout<br />history,<br />the least initial<br />deviation<br />from the truth<br />is multiplied later a<br />thousand-fold.<br />Show <br />product AVAILABILITY up front<br />Best Practice #6<br />
  18. 18. Keep your promises…but if you can’t,<br />inform ‘em!<br />Be sure to have featured products available or at the least be up front and honest if you do not, rather than sending visitors through the check-out process.<br />Have the ability to notify the customer when an item is unavailable or backordered, as visitors went through the trouble of coming to the site.<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Expectations will be better managed, as customers won’t be let down when the product is not in stock.<br />Equity will be maintained and customers may just hang on even though the product may be delayed.<br />Merchandizing<br />
  19. 19. Best Practice #7<br />Offer<br />MULTIPLE <br />payment options<br />The strongest influencer of history lies in human choice.<br />
  20. 20. If you don’t provide visitors with a hassle-free shopping experience, someone else will: Capture ‘em!<br />There are many payment options out there that will help to capture the sale.<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Consumer Condition,<br />Shopping Process<br />Removes the burden from online shopping and provides the customer with money management options.<br />.<br />Increased conversions<br />
  21. 21. teaches everything, including the FUTURE.<br />Collect a CRM Database<br />Best Practice #8<br />
  22. 22. Keep in touch with future prospects:Use ‘em or lose ‘em.<br />Taking a proactive approach and reminding customers about past intentions is sometimes met with a friendly response.<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Business Rule<br />Allows the customer to feel connected with the brand and is an informative way to build brand value.<br />Enables ongoing communication, provides a re-engagement and reminder platform, and<br />increases potential conversions.<br />
  23. 23. CAUTION <br />CAUTION CAUTION: <br />CAUTION CAUTION CAUTION <br />HISTORY HISTORY HISTORY HISTORY <br />CAUTION CAUTION CAUTION CAUTION CAUTION<br />DOES DOES DOES DOES DOES DOES<br />CAUTION CAUTION CAUTION CAUTION CAUTION <br />REPEAT REPEAT REPEAT REPEAT <br />Add an order history<br />Best Practice #9<br />CAUTION CAUTION CAUTION <br />ITSELF ITSELF<br />
  24. 24. When the time is right, remind ‘em.<br />Keeping records of the visitor’s history will be helpful for the business as well as the shopper.<br />Allows the visitor to view entire order history with purchases and product details.<br />Allows the visitor to edit, rename and delete list of favorite items created.<br />“List items bought in the past, either online added by you, or an in-person area that can be updated by me.”<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Business Rule<br />Simplifies the order and re-order process and serves as a reminder to visitors.<br />Helps to build a rich CRM profile to feed into the CRM database, providing historical customer information.<br />
  25. 25. The PAST<br />is the best predictor <br />of the<br />FUTURE.<br />Employ a response targeting technique<br />Best Practice #10<br />
  26. 26. For a second chance at success,<br />hang on to ‘em!<br />Do not lose the opportunity to re-engage with visitors based on their abandonment reasons or immediate needs.<br />54%<br />Re-engagement into site after clicking through from response stimulus<br />Abandonment Category<br />Customer Outcome<br />Business Outcome<br />Business Rule<br />Customer expectations are met.<br />This is a second opportunity to make the sale and dissuades defection to competition.<br />
  27. 27. <ul><li> Be organized
  28. 28. Be available
  29. 29. Be consultative
  30. 30. Be there when the time is right
  31. 31. Be a customer service platform</li></ul>A sense of human intelligence should be reflected within the E-Commerce experience.<br />What E-Commerce history has told us:<br />
  32. 32. The Future is still Unwritten…<br />Increasing conversions is more often than not in the control of the brand, not at the hands of the customer. <br />Studying best practices reveals that:<br />is the abandonment category that typically hinders E-commerce purchase transactions from being completed. <br />BUSINESS RULES<br />
  33. 33. The FUTURE is within your reach!<br />Re-examine the Business Rules to align with customer expectations!<br />

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