E-commerce Holiday Success: 107 Tips for Results that Matter

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E-commerce is growing exponentially …make sure you are capitalizing on this opportunity for the upcoming holiday season. If you haven’t started planning your promotion strategy yet, it’s not too late!

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  • Kurt
  • E-commerce is Growing fastBy the end of this year, projected spendingfor U.S.e-commerce transactions is expected to hit $197 billion By 2015, Forrester predicts e-commerce sales will account for 11% of total retail sales
  • Compared to 2009, each month in 2010 experienced sizable year-over-year increases
  • Lead with “in fact…” and then read through the points on the slideQ4 projections are expected to hit 13.5% despite the threat of a double-dip recession (source: Kantar)
  • Each of the top 10 spending days in 2010 in November and December.In 2010, Cyber Monday, the top day, saw over $1 billion in spendingEach of the top 10 spending days in 2009 also happened in November and December
  • Open this slide with: “okay, so we know the numbers and we know that e-commerce is growing fast. But it’s also important to understand, broadly, web users and how consumer behavior impacts e-commerce results. Last bullet point: once an individual become comfortable with buying online, they will come back for more.
  • Open this slide with: “While it’s great to understand demographics and e-commerce, it’s not the whole story. You need to understand the commerce 3.0 consumer to truly be successful online. Today’s consumer is a multi-channel user, so using multiple online marketing media is the only way you can truly generate results that matter.
  • Multiple online marketing media bullet – remind the registrants that this ties into the holistic, multi-channel user
  • If global conversion rates are 2.2%, it means that 97.8% of people who get to a website aren’t buying anything!
  • Research seasonal keywords: build new pages, optimize PPC ad copy and landing pages, incorporate the terminology into emails, etc. Make it relevant!
  • E-commerce Holiday Success: 107 Tips for Results that Matter

    1. 1. E-commerce Holiday Success:107 Tips for Results That Matter<br />Matt Mesenger, Director of E-commerce Marketing<br />Kurt Krejny, Director of Online Marketing<br />September 29, 2011<br />1-2 pm EST<br />Live Tweet Your Favorite Tips!<br />#fathomwebinar<br />
    2. 2. Established in 1997, Fathom is a full-service digital marketing company that delivers measurable results that matter: leads that buy and profitable revenue. Fathom’s 300+ clients range from middle-market companies to large global enterprises. Industry specialties include B2B, B2C, healthcare, manufacturing, IT/software, education and e-commerce.<br />Whether engaged in SEO, paid search, email, or video production, Fathom customers recognize that Internet marketing is the most efficient and profitable way to reach and convert their target audiences, and they bank on Fathom’s reputation, expertise and commitment to achieving their business goals.<br />The company currently has 130+ employees and is headquartered in Valley View, Ohio.<br />About Fathom<br />#fathomwebinar<br />
    3. 3. Matt Mesenger<br />E-commerce Program Manager and a Senior Account Executive<br />5 years marketing experience (traditional and online)<br />Graduate of Kent State University<br />Follow Matt on Twitter (@mattmesenger)<br />Kurt Krejny<br />Director of Online Marketing<br />9 years online marketing experience<br />Graduate of Bowling Green State University<br />Follow Kurt on Twitter (@kurtkrejny)<br />About Your Presenters<br />#fathomwebinar<br />
    4. 4. The State of E-commerce<br />Getting Results That Matter<br />Improve Conversion Rates<br />Increase Average Order Value<br />Get More Quality Visitors<br />Encourage Repeat Business<br />Manage Shopping Cart Abandonment<br />Administrative Considerations<br />Questions<br />Agenda<br />#fathomwebinar<br />
    5. 5. The State of E-commerce<br />#fathomwebinar<br />
    6. 6. The State of E-commerce<br />E-commerce currently accounts for 7% of total commerce<br />By 2015, e-commerce is expected to account for 11% of total commerce<br />Growth is expected to be in the double digits through 2015<br />Bottom line, e-commerce is growing fast<br />#fathomwebinar<br />
    7. 7. The State of E-commerce<br />Every month in 2010 experienced growth compared to 2009<br />#fathomwebinar<br />
    8. 8. The State of E-commerce<br />For the last 7 quarters, year-over-year e-commerce sales have increased<br />The last 3 full quarters have experienced double-digit year-over-year growth<br />Sources: Internet Retailer, comScore<br />#fathomwebinar<br />
    9. 9. The State of E-commerce<br />All of the top 10 spending days in 2010 occurred in November and December<br />Cyber Monday was the top sales day in 2010, accounting for just over $1 billion<br />All of the top 10 sales days in 2009 also occurred in November and December<br />#fathomwebinar<br />
    10. 10. The State of E-commerce<br />Adoption of e-commerce is gaining momentum<br />In 2011, 179 million web users are expected to buy or shop around for items online (87.5% of internet users)<br />By 2015, that number is expected to surpass 200 million users (90.1% of internet users)<br />Most of the sales growth through 2015 will come from veteran shoppers<br />Source: eMarketer<br />#fathomwebinar<br />
    11. 11. The State of E-commerce<br />Consumer adoption is strong across adult age groups<br />60% of consumers shop online at least once per quarter<br />Biggest spenders are between 45-54 years old<br />Highest level of adoption is in the 31-44 age group<br />Source: Forrester Research<br />#fathomwebinar<br />
    12. 12. The State of E-commerce<br />Today’s consumer is a multi-channel user<br />It’s not enough to excel in one or even a few areas<br />In order to achieve RESULTS THAT MATTER, you must excel everywhere the multi-channel user is<br />This truth is the heart of the presentation<br />Source: Foresee Results<br />#fathomwebinar<br />
    13. 13. Getting Results That Matter<br />#fathomwebinar<br />
    14. 14. Getting Results That Matter<br />The following slides will detail tips and tricks for generating more revenue – the one result that always matters – during the holiday season<br />The tips incorporate multiple online marketing media<br />Some of the tips can impact multiple e-commerce objectives<br />Many tips can be applied any time of the year<br />The holiday success tips will cover ways to:<br />Improve Conversion Rates<br />Increase Average Order Value<br />Get More Quality Visits<br />Encourage Repeat Business<br />Manage Shopping Cart Abandonment<br />Effectively Handle Administrative Considerations<br />#fathomwebinar<br />
    15. 15. Getting Results That Matter: Improve Conversion Rates / Increase Conversions<br />Average global conversion rates are 2.2%<br />Are you content with being average?<br />#fathomwebinar<br />
    16. 16. Getting Results That Matter: Improve Conversion Rates / Increase Conversions<br />Understand how users interact with your website<br />If your website and purchasing process are confusing to consumers, you won’t sell<br />Identify conversion roadblocks <br />CrazyEgg, ClickTale, Visual Website Optimizer, Google Website Optimizer<br />Add new shipping options for the holidays<br />Puts consumers at ease if they have a preferred and trusted shipping vendor<br />USPS, UPS, FedEx, DHL<br />Allows last-minute shoppers to get products delivered on time<br />Next-day, 2-day, 5-day shipping<br />#fathomwebinar<br />
    17. 17. Getting Results That Matter: Improve Conversion Rates / Increase Conversions<br />Incorporate a holiday countdown clock on your site<br />Promotes scarcity of time<br />Decreases chances of comparison shopping<br />Encourages impulse buying<br />Create and promote buying guides<br />Removes purchasing friction<br />Helpful for more complex products / services<br />Google Product Search incorporates buying guides into search results<br />#fathomwebinar<br />
    18. 18. Getting Results That Matter: Improve Conversion Rates / Increase Conversions<br />Boost rankings on big box retailer websites<br />Leverage brand awareness to get in front of more eyeballs<br />Take advantage of conversion best practices implemented by major online retailers<br />Participating sites include Wal-Mart and Target<br />Get product reviews on product pages<br />Reduces consumer concerns (social proof)<br />Establishes brand credibility and trustworthiness<br />Google can pull reviews into universal SERPs and Shopping SERPs<br />#fathomwebinar<br />
    19. 19. Getting Results That Matter: Improve Conversion Rates / Increase Conversions<br />Use videos on product pages<br />Shopping is a tactile experience<br />Consumers who watch product videos are 85% more likely to convert<br />Reduces incidence of returns<br />Offer free shipping for the holidays<br />Almost 50% of online purchases in 2010 included free shipping<br />Major retailers such as LL Bean are now offering free shipping<br />Shipping costs are a major barrier to conversion<br />Source: Internet Retailer<br />#fathomwebinar<br />
    20. 20. Getting Results That Matter: Improve Conversion Rates / Increase Conversions<br />Offer multiple payment options<br />Reduce friction by accepting preferred options<br />AMEX, Discover, MasterCard, Visa, PayPal, Bill Me Later, Amazon Payments, Google Checkout<br />Create seasonal deals for newsletter subscribers<br />Email is a highly profitable medium<br />Exclusivity can encourage conversions<br />Rewards can build brand evangelism<br />#fathomwebinar<br />
    21. 21. Getting Results That Matter: Increase Average Order Values<br />Are you taking steps to improve your average order value?<br />#fathomwebinar<br />
    22. 22. Getting Results That Matter: Increase Average Order Values<br />Offer incentives based on order values JUST above your average order value<br />Free shipping<br />Extra loyalty program points<br />Discounts<br />Implement live chat<br />Identify potential upsells through consumer interaction<br />Guide consumers to bundled products that meet their needs<br />#fathomwebinar<br />
    23. 23. Getting Results That Matter: Increase Average Order Values<br />Cross-sell related products<br />“Users who bought this item also bought…”<br />Recommend related products when products are added to the cart<br />Bundle like items<br />Cross-selling with a discount<br />Provides convenience and value to buyers, especially those unfamiliar with your site and / or products<br />#fathomwebinar<br />
    24. 24. Getting Results That Matter: Get More Quality Visitors<br />Even the most conversion-ready site won’t make money if no one see it<br />Not all traffic is created equal<br />Are you working on driving MORE HIGH QUALITY traffic?<br />#fathomwebinar<br />
    25. 25. Getting Results That Matter: Get More Quality Visitors<br />Research seasonal keywords<br />Capitalize on consumer mindset<br />Google Traffic Estimator<br />Google Insights<br />Spyfu<br />Internal site search tracking<br />Participate in the CSEs<br />Free and paid models<br />Amazon Product Ads is a newcomer but is rapidly gaining traffic and revenue opportunity<br />Google Product Search, NexTag, Shopzilla are also strong options<br />Source: CPC Strategies<br />#fathomwebinar<br />
    26. 26. Getting Results That Matter: Get More Quality Visitors<br />Buy ad space on targeted websites<br />Relevant sites will reach your target audience<br />Ad placements often have prominent placement<br />If the ad buy doesn’t ultimately happen, get links<br />Solicit testimonials for local properties<br />Google Places, Yelp, Citysearch<br />Reinforces the social proof concept<br />Improves local listing visibility in universal search<br />Makes your local listing more compelling than competitors’ listings<br />#fathomwebinar<br />
    27. 27. Getting Results That Matter: Get More Quality Visitors<br />Create pages based on related searches<br />Gift buyers may be in research mode<br />Create brand-friendly pages and optimize for these keywords<br />Related searches are indication that there is a traffic opportunity<br />Use social media as a customer service tool<br />Increased engagement helps social properties rank<br />Additional opportunity to send traffic directly to product pages<br />#fathomwebinar<br />
    28. 28. Getting Results That Matter: Encourage Repeat Business<br />It’s less expensive to keep existing customers than to find new ones<br />Are you reaching out to current and past customers to maximize revenue?<br />#fathomwebinar<br />
    29. 29. Getting Results That Matter: Encourage Repeat Business<br />Implement loyalty programs<br />Loyalty program customers account for 15% of customers, but 33% of revenue<br />Measure by points, purchases<br />Offer discounts, coupons, free product, etc.<br />Source: Repeat Rewards<br />#fathomwebinar<br />
    30. 30. Getting Results That Matter: Encourage Repeat Business<br />Implement time-triggered email campaigns<br />Reminder emails for products that must be re-purchased anyway<br />Contacts<br />Diapers<br />Implement an SMS campaign<br />Send updates about new products<br />Send reminder texts<br />Text messaging isn’t limited by smart phone adoption<br />Text messaging breaks through the clutter<br />Source: eMarketer<br />#fathomwebinar<br />
    31. 31. Getting Results That Matter: Manage Shopping Cart Abandonment<br />Shopping cart abandonment reached 75% duringthe first 6 months of 2011<br />What are you doing to close the deal?<br />#fathomwebinar<br />
    32. 32. Getting Results That Matter: Manage Shopping Cart Abandonment<br />PPC and Email for retargeting / remarketing<br />PPC and Email retargeting / remarketing<br />Offer discounts<br />Display image(s) of and list products left in the cart<br />Reputable properties include: Google Display Network retargeting, Criteo, and Fetchback<br />Offer free shipping<br />Shipping costs are #1 reason for cart abandonment<br />Heavily promote free shipping in checkout process<br />Source: Seewhy.com Blog<br />#fathomwebinar<br />
    33. 33. Getting Results That Matter: Administrative Considerations<br />Sometimes, it’s the little things that can have the biggest impact<br />Are you sure you haven’t overlooked the basics?<br />#fathomwebinar<br />
    34. 34. Getting Results That Matter: Administrative Considerations<br />Backup your website<br />You can’t sell anything if you site crashes<br />Check your SSL certificate<br />You won’t sell much if your SSL certificate expires<br />Check your Webmaster Tools account<br />Clean up your index and boost rankings potential<br />Duplicate title tags<br />XML sitemap<br />Robots.txt<br />Optimize 404 error pages<br />Keep users on your site if they find a 404 page<br />Ensure all analytics tracking is properly implemented<br />Gain insight that will help you make smart marketing decisions tomorrow and beyond<br />#fathomwebinar<br />
    35. 35. Key Takeaways<br />E-commerce is big and only getting bigger<br />Today’s consumer uses multiple channels<br />A holistic e-commerce approach provides the best opportunity for success<br />Many e-commerce tactics can help achieve multiple goals<br />Don’t forget about the little things<br />#fathomwebinar<br />
    36. 36. Thank You<br />http://twitter.com/fathomonline<br />http://www.fathomdelivers.com/blog<br />Questions?<br />#fathomwebinar<br />

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