Store Front Optimization | David Henry, Monster.com | iStrategy, London

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How to optimize your ecommerce store front.

Presented by David Henry, VP Digital Media and Marketing Europe of Monster.com during iStrategy London 2010.

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  • The site http://www.jobscan.co is also a great place to identify keywords for your resume. All you do is paste in your resume plus the job description, then Jobscan analyzes your job description for you automatically and identify the most important keywords for you! it literally takes seconds and it so worth the copy and paste. Saved me so much time AND I got more interviews using Jobscan! I recommend as well!
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  • video on slide 5 can be found here http://www.slideshare.net/iStrategyConference/generating-brand-engagement-monstercom-istrategy-london
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  • “I was uncertain about my future and I was anxious about it. I honestly didn't know how far I could go. How long does it take, what was the position that I was going to find?” – Milan, Non-user
    “It was a bit difficult for me to find a job. I didn’t know where to go, which path to track.” – Paris, User
    “For me it was a bit more optimistic. A splendid happy weather. I would discover new horizons. I knew there were jobs out there, vacancies.” – Paris, User
    “I needed something new, so for me it was also an enthusiastic moment.” – Amsterdam, User
    “I was extremely excited; you never know what you are getting into, what you will experience… I was looking for a change; I wanted to improve in quality terms.” – Frankfurt, User
  • Make the point that the easy riders are not necessarily lazy at work… they could be very into it, but the process makes them nuts.


  • IMAGINE IF… there was a resume search engine so intelligent it could
    Differentiate between someone who is currently using the skills you are looking for and someone who used them 10 years ago?
    Understand that MIT, M.I.T. and Massachusetts Institute of Technology were the same thing
    Understand that a search for “nurse” should return RN and LN candidates and that “attorney” should return “lawyer” and “counsel”
    Dynamically identify skills related to what you were looking for?

    …Even though you may be an experienced Boolean user, keyword searches only return resumes that contain your search words. A search for “Executive” may return Executive Assistants and Financial Executives. Keyword searches look for an exact match without understanding context, relevancy or recency of a candidate’s experience.



    As a result, there is a risk of identifying matches with candidates whose experiences drastically differ from the intended search. Recruiters spend countless hours going through unqualified resumes as well as rating and ranking those that are qualified.
  • Store Front Optimization | David Henry, Monster.com | iStrategy, London

    1. 1. OPTIMISING YOUR STORE FRONT
    2. 2. 2
    3. 3. A job is not just a job. It comprises 70% of your adult life. 3
    4. 4. The Popcorn Is Coming. The Popcorn Is Coming. 4
    5. 5. 5 Double Click
    6. 6. 1. User Centric Design 2. Understanding the user Journey 3. eCommerce Trends 6
    7. 7. 7
    8. 8. Easy and relevant always wins 8 Customer tolerance for poor service and experience is low • 3 clicks to buy • 1 strike and you’re out • Speed is basic expectation • Simple navigation • Performance and uptime The simplest, easiest to use services drive highest NPS Exactly three-quarters (75 percent) of respondents said their sites are converting less than 5 percent of visitors, while 5.6 percent said their sites convert between 5 and 10 percent. 11.1 percent said their sites have a conversion rate that is more than 10 percent. Another 8.3 percent said they did not know the conversion rates of their websites. Survey Practical Ecommerce July 2010
    9. 9. 9
    10. 10. A Conceptual Search for a holiday December but not over Christmas We want it to be fun for a active 2 year old We want it to be warm, but not to hot We would like Childcare We Like the Sea I like Sailing Claire my wife hates all inclusive resorts We enjoy Dining well We are working on a Budget 10
    11. 11. UCD In broad terms, user-centered design (UCD) or pervasive usability [1] is a design philosophy and a process in which the needs, wants, and limitations of end users of a product are given extensive attention at each stage of the design process. The chief difference from other product design philosophies is that user-centered design tries to optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behaviour to accommodate the product. 11
    12. 12. Monster thinking… 12
    13. 13. Looking for a new job is a time of emotional peaks and valleys. The mood is changeable Uncertain Not confident DiscouragedDaunted Tired Reaffirmed Encouraged Excited Pessimistic Optimistic Anxious Angry
    14. 14. Most frequent feelings: Lack of confidence Do I have the right skills? Do I have the right CV? Am I selling myself in the right way? What if I don’t fit anything? Excitement This may lead to something good. It’s a new start… it’s a chance to improve my life About the big picture… How long will this last? What’s coming next? What does my future hold? What do I want to do? And about the immediate… Did they get my CV? Did they read it? Have they already rejected me, and I just don’t know it? Uncertainty A frustration with many job sites: you just don’t know A concern from the beginning
    15. 15. The tensions of the search: I want it to be fast and easy, a minimum of clicks, nothing tedious I want it to be able to filter on multiple criteria but I don’t want to have to weed through a lot of irrelevant posts I don’t want to miss any good opportunities but I want to make sure I match well to a job I don’t want to be rejected without being given a chance because I’m missing just one tick mark but
    16. 16. Underlying segments Jobseekers begin to sort themselves into several categories: “Optimistic Aspirers” They want their next job to excite them, to represent a positive leap forward, and they look at the job search more as an opportunity than as a set-back. “Easy Riders” They are annoyed by the search process, complain about how much time it takes and how tedious it is, and want the process to require as little effort as possible. “No-Nonsense Career-Builders” They approach the job search as they approach projects: with clear goals, to- do lists, and a desire to get to an appropriate next job as quickly and efficiently as possible. “Lost and Nervous” They are the most insecure—about their future, their direction and choices, their ability to present themselves well, and whether they’re applying for jobs they have a chance of getting.
    17. 17. Underlying segments Already, we start to see different wants and needs from job search sites: “Optimistic Aspirers” They want their next job to excite them, to represent a positive leap forward, and they look at the job search more as an opportunity than as a set-back. “Easy Riders” They are annoyed by the search process, complain about how much time it takes and how tedious it is, and want the process to require as little effort as possible. “No-Nonsense Career-Builders” They approach the job search as they approach projects: with clear goals, to- do lists, and a desire to get to an appropriate next job as quickly and efficiently as possible. “Lost and Nervous” They are the most insecure—about their future, their direction and choices, their ability to present themselves well, and whether they’re applying for jobs they have a chance of getting. Suggestions, new ideas, creative search techniques Hand-holding, advice, guidance, feedback Filtering power, detailed information on the jobs available “One click” options
    18. 18. The best job sites increase efficiency and reduce uncertainty Increasing efficiency • Features that make job seekers feel efficient, enabling them to finding suitable opportunities quickly and without wasting a lot of time on tedious processes or irrelevant posts. There is a tension here: job seekers do not like weeding through irrelevant opportunities, but nor do they want to miss anything. Reducing uncertainty • Mechanisms and services that reduce uncertainty—is their CV good? Is the job that interests them indeed still open? Did the employer receive their CV? Are they being considered?
    19. 19. MATCH 19
    20. 20. Moving from Keywords to Concepts 20 KEYWORD: n. a word that serves as a key, as to the meaning of another word, sentence, or passage. Is too literal and limiting Gives all words equal weighting Requires tweaking and tuning (“Director of Corporate Finance” OR “Dir. of Finance” OR “Director, Finance”) AND ((“GAAP” OR “SOX” OR “Tax Audit” OR “Revenue Recognition” OR “SOX 302” OR “SOX 404” OR “Financial Audit” or “Audit” “or “Financial Disclosure”) NEAR (“to present” OR “current”)) AND NOT (“White” OR “White Sox”) CONCEPT: n. a general notion or idea. Captures the ideas behind words Enables users to perform broad searches without having to enter numerous variations of a keyword Eliminates the need for complex Boolean logic Director of Finance
    21. 21. Understanding the Importance of Context 21 CONTEXT: n. 1. parts that precede or follow a word or passage that can influence its meaning or effect. 2. circumstances or facts that surround a particular event or situation. KEYWORDS: Do not distinguish between recent and dated experience. Do not identify the length of time using a skill or holding a job. Do not recognize the difference between: Cambridge University Cambridge Farms 123 Cambridge Avenue George Cambridge
    22. 22. I see relevant people… Recognize candidate’s breadth and depth of experience? Identify job hoppers from long-tenured employees? Distinguish “must have” vs. “nice to have” skills? Assess context of experience (i.e. 3 months vs. 10 yrs)? Score a candidate based on recent vs. outdated skills? Automatically identify related skills? Understand the latest industry acronyms? …At lightning speed?
    23. 23. What’s Next/Now for UX  The more true to life your application looks and behaves, the easier it is for people to understand how it works and the more they enjoy using it  Make sure your virtual views and controls mimic the behavior of the physical objects and controls they resemble. Convincing animation heightens people’s impression of your application as a tangible, physical realm in which they want to spend time.  One way to increase the perceived value of your application is to replicate the look of high-quality or precious materials. For example, if the effect of wood, leather, or metal is appropriate in your application, take the time to make sure the material looks realistic and valuable. From “iPad Human Interface Guidelines”
    24. 24. What’s Next for UX
    25. 25. 25 “Just because they can - does not mean they will…”
    26. 26. Technology can lead down a blind alley 26 • Sometimes the enablers need to be in place • Shazam Launched 1999 • Nokia 1100 – best selling phone ever 200m units from 2003 • 2010 – Shazam 50m active users worldwide
    27. 27. Focus on product and customer experience External Perspectives on the Future of Digital, July 2010 27 Skype • Instant messaging and VOIP owned by AIM/AOL since 1997 • Skype now has 560m registered users adding 400k+ per day – mostly in Europe, although India and South East Asia growing in interest • In terms of customer usage - #1 use is instant messaging, followed by voice calls and then video • Skype achieves 12% of global international calling and 40% of skype calling minutes are video • $600m+ revenues, $3bn+ valuation • 12m people are using the Skype iPhone app – represents 15% of all global iPhones • Continues to innovate on product: multi-way video, TV, HDVoice
    28. 28. Top Trends to be thinking about… better still doing 28
    29. 29. Business Intelligence Meets Business Process While companies retain a wealth of data, they often lack the capture tools, analytical processes and personnel bandwidth to turn this information into actionable activities. In 2011, there will be a greater commitment to unleash the intelligence residing in data banks to create sophisticated marketing and sales business processes that provide competitive advantages. Data Mining http://econsultancy.com/uk/blog/6666-ten-horrifying-display-ad-placements-nsfw 29
    30. 30. More Social Geo Location In May this year, Domino's launched a nationwide promotion on Foursquare that encourages users to check-in at its outlets. Any Foursquare user tragic lucky enough to have become the ‘mayor’ at a Domino’s franchise will be rewarded by a free pizza once a week as part of the scheme, while every Foursquare user will receive a free side dish when spending over £10. Domino's Pizza has reported a 29% surge in pre-tax profits to £17.5m, buoyed by a strong performance from e-commerce sales and attributed its link-up with Foursquare as key to its recent performance. 30
    31. 31. Service Everywhere As consumers utilize an increasing number of communication channels – from twitter to responding to YouTube videos, their expectations to access information, express themselves, and receive feedback in an immediate time frame, poses a complex challenge that e-retailers are beginning to take very seriously. Recognise you can’t listen and respond to every conversation Do Call Centres need to be developed as Customer Experience Centres that deliver consistent superior “touchpoints” with consumers over a wide spectrum of communication channels. 31
    32. 32. Search & Match Recent research from Searchandise Commerce and iProspect found that site search, the search engine located on a retailer's website, is a key element of the online shopping process. Their survey found 40% of shoppers use site search to find products on a retailer's site, whereas only 20% browse the home or landing page. Econsultancy's also unearthed dissatisfaction with current site search functionality and performance. Almost a third of companies were "quite" or "very" dissatisfied and just 41% "satisfied". 32
    33. 33. Ecommerce as Entertainment Imagine holding up your iPhone to a product in a shop and getting competitive prices, product information and more overlaid onto the image. Or, to take it one step further, how about an augmented reality interactive product catalogue. Or perhaps more simply an app showing you what that Sofa would look like in your lounge. Helping you see if it fits. And matches the curtains. http://www.youtube.com/watch?v=fhjuZMEJ4-U 33
    34. 34. Social Gaming In the United States alone, sales of virtual goods are expected to hit $1.6 billion this year, according to “Inside Virtual Goods: The Future of Social Gaming 2010,” a recent report states More than half those revenues will come from social games, the rest from online virtual worlds such as Second Life, IMVU, and Cyworld in Korea. Worldwide, virtual goods are even bigger, by various estimates a $3 billion to $6 billion market, dominated by Chinese companies such as Tencent Holdings. 34
    35. 35. Understand your consumers Digital Natives External Perspectives on the Future of Digital, July 2010 35 A generation of Digital Natives ‘Facebook 2’ yet highest growth segment of Facebook is now 45- 54! What I want, when I want it: Sky+ everything Mobile generation: 4bn active mobile phones in the world in 2010 Multiple connected synchronous devices (& data packages) Always on the grid!
    36. 36. Simple and Relevant Always Wins Thank you for listening Q&A @hoorayhenry 36

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