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"Ecommerce: davvero è il momento migliore?"

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Slide del live webinar Meta Line del 20 maggio 2020 a cura di Marco Ronco e Matteo Momenté. Argomenti trattati:
 I 4 elementi fondamentali per un e-commerce di successo
 Perché alcuni siti di e-commerce falliscono?
 Per quali tipi di business ha senso avere un e-commerce
 Come comunicare per vendere: la value proposition
 Come intercettare le vendite: il buyer’s journey
 Le abitudini sono dure a cambiare: come si comporta il tuo e-commerce?
 Best practice e worst nightmare sulla SEO per e-commerce

Published in: Marketing
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"Ecommerce: davvero è il momento migliore?"

  1. 1. Il momento dell’ e-commerce Matteo Edoardo Momentè Marco Ronco 1
  2. 2. Ci presentiamo Marco Ronco marco.ronco@metaline.it Matteo Edoardo Momentè matteo.momente@metaline.it
  3. 3. 3 Rispondi in direttabit.ly/rispondiamonoi
  4. 4. Hai intenzione di aprire un e-commerce o ne hai già uno? 4 Domanda 01
  5. 5. La tua scelta è dettata dal momento o ci stavi pensando già? 5 Domanda 02
  6. 6. Che servizio/prodotto trattate tu o la tua azienda? 6 Domanda 03
  7. 7. 7 1. Prezzo 2. Esclusività 3. Servizio imbattibile 4. Creare legami con le persone 3+1 elementi su cui fondare un progetto e-commerce
  8. 8. 8 ● Canale privilegiato saranno i comparatori ● Deve porre attenzione alla UX e al layout 1. Prezzo
  9. 9. 9 ● Possiedo un prodotto che non si trova o non ha nessun’altro 2. Esclusività
  10. 10. 10 ● Zalando ha costruito il suo brand sul reso gratuito ● Generalmente molto dispendioso all’inizio 3. Servizio impeccabile
  11. 11. 11 ● Farsi riconoscere come una guida del settore aiutando le persone ● Richiede un uso abile del multichannel (SEO-social-video) 4. Legame con le persone
  12. 12. Da questa scelta viene declinata la tua value proposition 12 La promessa che fai alle persone e che determinerà tutta la comunicazione del progetto
  13. 13. Come mai alcuni e-commerce falliscono? 13 Domanda 04
  14. 14. I “Non”: 1. Definire chiaramente il posizionamento di mercato 2. Definire la strategia di vendita che si vuole attuare 3. Definire il processo d’acquisto del cliente (customer journey) 4. Avere chiaro cosa vuol dire vendere online 5. Definire quale risorsa interna o esterna si occupa di cosa 6. Definire quanto budget si intende investire e quale budget minimo garantisca la sostenibilità del progetto 14
  15. 15. 15 Come in genere si vede un ecommerce
  16. 16. 16 Come è in realtà un ecommerce
  17. 17. 17 Un paragone con la realtà Il tuo ecommerce è come un negozio in periferia Paghi un autobus per andare in centro e portare le persone al tuo e-commerce, invogliate dalla “promessa” Non c’è il commesso, quindi devono arrangiarsi ad acquistare (UX) e possono essere motivate a farlo (Lead generation, scontistica, ecc.)
  18. 18. Le 5 Fasi del progetto 2. A walk in the space 5. Promised Land 1. Welcome Aboard 3. Let’s enjoy the travel 18 4. Houston?
  19. 19. 1. WELCOME ABOARD ● Analisi SWOT ● Business plan -> deve puntare al break even point ● Definizione risorse interne e tool da utilizzare (gestionali, ecc.)
  20. 20. L’analisi SWOT permette di evidenziare i punti deboli, che tipicamente nessuno invece rileva prima. 20 1. WELCOME ABOARD
  21. 21. Il Business Plan, cioè l’analisi costi benefici, serve a sapere quando si va in pari e ad avere una mappa orientativa. 21 1. WELCOME ABOARD
  22. 22. Definire budget e chi si occupa di chi è fondamentale per il successo. 22 1. WELCOME ABOARD
  23. 23. 2. A WALK IN THE SPACE ● Buyer personas ● Canali di acquisizione: dove sta il mio cliente tipo? ● Quali sono le sue abitudini d’acquisto? (Responsabile marketing, turista Italy lover, impiegato con poco tempo in pausa pranzo, ecc.)
  24. 24. Personas: chi è il cliente tipo del tuo servizio/prodotto? 24 2. A WALK IN THE SPACE
  25. 25. 25 Questa risposta NON è del tipo: ha i baffi e gli occhiali. Piuttosto è: perché, all’interno della sua storia personale, ha bisogno del mio prodotto servizio?
  26. 26. Dove si trova? Su che pianeta vive il mio utente tipo? Capire quali sono i canali da presidiare (e il loro costo relativo) è fondamentale per la pianificazione strategica. 26 2. A WALK IN THE SPACE
  27. 27. Infine, a seconda della complessità e dal costo del mio prodotto/servizio, stabilirò il numero di fermate (touchpoint) che il mio visitatore dovrà fare prima di essere pronto ad acquistare da me. 27 2. A WALK IN THE SPACE
  28. 28. 28 Gli Ecommerce italiani investono perlopiù in SEM, Social Media e SEO. (Fonte Casaleggio Associati 2019)
  29. 29. 29 ● Analisi UX e creazione layout ● Analisi domanda esplicita (keyword) e costruzione alberatura sito 3. LET’S ENJOY THE TRAVEL
  30. 30. L’analisi UX permette di stabilire le condizioni ideali per permettere all’utente di acquistare senza frizioni. 30 3. THE TRAVEL
  31. 31. L’analisi SEO invece permette invece di costruire l’alberatura del sito in modo da creare lo stesso in ottica di intercettare le persone nelle varie fasi del loro processo d’acquisto. 31 3. THE TRAVEL
  32. 32. 32 La piattaforma più diffusa è quella custom. (Fonte Casaleggio Associati 2019)
  33. 33. 33
  34. 34. 34 ● Monitoraggio KPI ● Checking raggiungimento obiettivi HOUSTON?
  35. 35. Il controllo dello stato della nave significa sapere come vanno le cose: qual è il mio costo di acquisizione di un cliente? Quanto mi fa guadagnare in media ogni vendita? Ogni quanti visitatori ne faccio una? 35 4. CHECKING THE SHIP
  36. 36. Tipicamente i due valori più importanti sono: - Quanto mi costa un cliente (CAC) - Quanto mi rende un cliente (LFTV) 36 4. CHECKING THE SHIP
  37. 37. L’obiettivo è quello di rendere l’e-commerce sostenibile e scalabile. 37 4. CHECKING THE SHIP
  38. 38. 38 La doppia anima del Paese: pagamento alla consegna quasi alla pari col Digital Wallet (Fonte Casaleggio Associati 2019)
  39. 39. 5. PROMISED LAND ● Remarketing ● Retargeting ● Re-engagement ● Fidelization
  40. 40. Vi sono tutta una serie di attività che grazie a internet possono essere fatte con un costo molto basso in maniera seriale e automatica. 40 5. PROMISED LAND
  41. 41. Remarketing/Retargeting sono attività che tipicamente ripropongono alla persona gli ultimi prodotti/servizi che stava visionando. 41 5. PROMISED LAND
  42. 42. Ci sono varie attività di re-engagement. Abbandonato il carrello lì? Probabilmente avevi fretta. Ti ricontatto io e ti offro anche un 5% di sconto per chiudere l’affare subito. 42 5. PROMISED LAND
  43. 43. Fidelizzare è la cosa più difficile e denota eccellenza e superare le aspettative. Si va dal contattare clienti/iscritti per proporre loro uno sconto speciale per il compleanno, al fargli trovare un omaggio extra nel pacco. 43 5. PROMISED LAND
  44. 44. Grazie! 44 Marco Ronco marco.ronco@metaline.it Matteo Edoardo Momentè matteo.momente@metaline.it
  45. 45. 45

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