eCommerce More Visitors!  More Customers!   More Sales!
Presented by <ul><li>Philip Oakley </li></ul><ul><li>Outserve Limited </li></ul><ul><li>http://uk.linkedin.com/in/philoakl...
Agenda <ul><li>Distribution, Customer Service & Accounting </li></ul><ul><li>Online Payments </li></ul><ul><li>Multi-Chann...
<ul><li>Coffee Break  11.15 </li></ul><ul><li>Wrap up 12.50 </li></ul>
Aim
Definition - eCommerce <ul><li>Commonly known as  eCommerce or   e-commerce , consists of the buying and selling of produc...
Examples <ul><li>General goods – Books, CD, DVD’s Toys </li></ul><ul><li>Food, Perishables </li></ul><ul><li>Live Animals ...
Digital Products <ul><li>Software/apps </li></ul><ul><li>In App Purchases </li></ul><ul><li>Music/Audio (Podcasts) </li></...
Mesh Products <ul><li>Do not rely on ownership </li></ul><ul><li>Shared Physical/Digital Products </li></ul><ul><li>Exampl...
 
Selling <ul><li>Website eCommerce solution </li></ul><ul><li>Proprietary system – Shopify </li></ul><ul><li>Open Source – ...
eCommerce UK Growth <ul><li>54% of UK consumers buy online today </li></ul><ul><li>Forrester predicts that online shoppers...
How much is the UK eCommerce Market worth?
 
DISTRIBUTION <ul><li>Distribution, Accounting and Customer Service </li></ul>
Distribution <ul><li>Storage </li></ul><ul><li>Stock Control </li></ul><ul><li>Wrapping/Packing </li></ul><ul><li>Delivery...
Shipping - SWOT <ul><li>FREE! </li></ul><ul><li>International </li></ul><ul><li>Options </li></ul><ul><li>Make it clear </...
 
Free Postage <ul><li>Critical customer decision factors </li></ul><ul><li>Build it into costings </li></ul><ul><li>Offer F...
 
Delivery Services
Parcel Point
CUSTOMER SERVICE <ul><li>Distribution, Accounting and Customer Service </li></ul>
Customer Service <ul><li>More important not less </li></ul><ul><li>User Friendly Site </li></ul><ul><li>Clear Polices </li...
When things go wrong <ul><li>Put a Name/Voice/Face to customer service </li></ul><ul><li>Speed of response </li></ul><ul><...
What should be on an eCommerce website BY LAW RECOMMENDED
7 Customer Service Tips <ul><li>Call your customer and Thank Them </li></ul><ul><li>Include a hand written ‘Thank You’ not...
ACCOUNTING <ul><li>Distribution, Accounting and Customer Service </li></ul>
Accounting <ul><li>All UK Tax Laws apply to UK businesses </li></ul><ul><li>All UK law applies to exports </li></ul><ul><l...
Customs declaration completed for all: <ul><li>Outside the EU </li></ul><ul><li>BFPO (British Forces) </li></ul><ul><li>Al...
Under £270 – CN22
Over £270 – CN23
 
Components  of eCommerce
Accounting System Integration +++
ONLINE PAYMENTS
Online Payments <ul><li>Visa/Master Card/Amex </li></ul><ul><li>PayPal </li></ul><ul><li>Google Checkout </li></ul><ul><li...
<ul><li>PayPal is not a UK Bank </li></ul><ul><li>Headquartered in Luxemburg </li></ul><ul><li>Covered by Luxembourg Finan...
Tips – online payments <ul><li>Know your fees </li></ul><ul><li>Know your terms </li></ul><ul><li>Understand your customer...
What payments do people use?
MULTI-CHANNEL SELLING
Marketplaces you can sell on?
<ul><li>Launched 1995 (UK 1998) </li></ul><ul><li>Launched Market Place 2000 (UK 2002) </li></ul><ul><li>Has sites in US, ...
<ul><li>Amazon Marketplace </li></ul><ul><li>Manage the whole online purchase process </li></ul><ul><li>Including payment ...
Amazon Stores
 
 
Amazon Fees (December 2010) <ul><li>Set Monthly store fee £28.75  </li></ul><ul><li>Listings are free </li></ul><ul><li>DV...
Self Publish on a Kindle <ul><li>70% Royalty – Price £1.49-£6.99 </li></ul><ul><li>35% Royalty – Price £0.75-£120.00 </li>...
<ul><li>“ We seek to be Earth’s most customer-centric company for three primary customer sets: consumer customers, seller ...
<ul><li>Launched 1995 UK 1999 (Now in 37 countries) </li></ul><ul><li>14 million active users UK </li></ul><ul><li>10 mill...
 
 
 
 
eBay fees (+PayPal fees) <ul><li>Basic eBay Shop – 14.99 per month </li></ul><ul><li>Insertion fee of 20p per item </li></...
Amazon vs eBay Fees <ul><li>Depends on your products </li></ul><ul><li>And business style (e.g. volume) </li></ul><ul><li>...
Marketplaces <ul><li>Strategy/ Branding </li></ul><ul><li>Offer </li></ul><ul><ul><li>Quick route to market </li></ul></ul...
Other Marketplaces <ul><li>Overstock </li></ul><ul><li>Etsy/Folksy </li></ul><ul><li>Play.com </li></ul><ul><li>Pixmania <...
 
And in Summer 2011
Local/Coupons <ul><li>Groupon – Local Bulk Deals </li></ul><ul><li>Vouchers Codes </li></ul><ul><li>Clicks and Mortar </li...
 
SEO- SEARCH ENGINE OPTIMISATION <ul><li>SEO and Social Media </li></ul>
Own Search Box <ul><li>43% of visitors to online retail sites  </li></ul><ul><li>said the very first thing they do is type...
Tips for own search box <ul><li>Make the search box stand out </li></ul><ul><li>Make it big (enough) </li></ul><ul><li>Giv...
Search Engine Optimisation  - Google <ul><li>90% of UK search </li></ul><ul><li>90% European Searches </li></ul><ul><li>99...
Google Results
Google Organic Search
Google Ads
Google Shopping results
Google Shopping
Google Images
Google Shopping results
SOCIAL MEDIA <ul><li>SEO and Social Media </li></ul>
Social Media  <ul><li>Facebook – 573m users (28M UK) </li></ul><ul><li>More than 50 million Tweets per day </li></ul><ul><...
 
 
 
 
LinkedIn – Product and Services Page
 
WEB ANALYTICS
What  can Web Analytics tell us? <ul><li>How many visits your site is getting? </li></ul><ul><li>What location visitors ar...
eBay Analytics
eCommerce Analytics
eCommerce Analytics
Web Analytics and Adsense
Customer Tracking <ul><li>Did the visitor leave without buying? </li></ul><ul><li>Where did the visitor leave? </li></ul><...
 
Future - Mobile
Actions <ul><li>Selling Online? </li></ul><ul><li>Multi- Channel Strategy? </li></ul><ul><li>On-site search review? </li><...
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eCommerce - More Visitors, More Customers, More Sales

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Slides from a presentation giving an overview of ecommerce for small and medium businesses including Distribution, Customer, Service, Accounting, SEO, Social Media and Web Analytics.

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  • UK’s largest online-only fashion and beauty Store 10 Years ago 3 employees now 1000 employees Camden Town fulfill out of Hemel Hemstead 223 million sale 313/2010 8.3 million unique visitors a monith 3.0 million registered users.
  • VAT 100 = VAT return EC Sales List = supplies to other EU VAT registered Businesses (Zero Rated) Instrastat – EU Sales over £250,000
  • Home DIY Work and Office
  • eCommerce - More Visitors, More Customers, More Sales

    1. 1. eCommerce More Visitors! More Customers! More Sales!
    2. 2. Presented by <ul><li>Philip Oakley </li></ul><ul><li>Outserve Limited </li></ul><ul><li>http://uk.linkedin.com/in/philoakley </li></ul><ul><li>http://outserveweb.com </li></ul><ul><li>http://facebook.com/outserveweb </li></ul><ul><li>http://twitter.com/outserveweb </li></ul>
    3. 3. Agenda <ul><li>Distribution, Customer Service & Accounting </li></ul><ul><li>Online Payments </li></ul><ul><li>Multi-Channel Strategies </li></ul><ul><li>SEO and Social Media </li></ul><ul><li>Web Analytics </li></ul>
    4. 4. <ul><li>Coffee Break 11.15 </li></ul><ul><li>Wrap up 12.50 </li></ul>
    5. 5. Aim
    6. 6. Definition - eCommerce <ul><li>Commonly known as eCommerce or   e-commerce , consists of the buying and selling of products and services over electronic systems such as the Internet and other computer networks.  </li></ul><ul><li>- http://en.wikipedia.org/wiki/Electronic_commerce </li></ul>
    7. 7. Examples <ul><li>General goods – Books, CD, DVD’s Toys </li></ul><ul><li>Food, Perishables </li></ul><ul><li>Live Animals </li></ul><ul><li>Services - Online </li></ul><ul><li>Services - Physical </li></ul><ul><li>Digital Products </li></ul><ul><li>Mesh Products </li></ul>
    8. 8. Digital Products <ul><li>Software/apps </li></ul><ul><li>In App Purchases </li></ul><ul><li>Music/Audio (Podcasts) </li></ul><ul><li>Video/TV/Vidcast </li></ul><ul><li>Training Materials </li></ul><ul><li>E-books </li></ul><ul><li>Stock Photo/Video </li></ul>
    9. 9. Mesh Products <ul><li>Do not rely on ownership </li></ul><ul><li>Shared Physical/Digital Products </li></ul><ul><li>Examples </li></ul><ul><ul><li>LoveFilm </li></ul></ul><ul><ul><li>Spotify </li></ul></ul><ul><ul><li>Streetcar (Zipcar in the US) </li></ul></ul><ul><ul><li>Safari Books online </li></ul></ul>
    10. 11. Selling <ul><li>Website eCommerce solution </li></ul><ul><li>Proprietary system – Shopify </li></ul><ul><li>Open Source – Magento </li></ul><ul><li>Open Source CMS plugins WordPress, Drupal, Joomla </li></ul><ul><li>Integrated System </li></ul><ul><ul><li>SME - BrightPearl WinWeb </li></ul></ul><ul><ul><li>Enterprise – Oracle, SAP, IBM </li></ul></ul>
    11. 12. eCommerce UK Growth <ul><li>54% of UK consumers buy online today </li></ul><ul><li>Forrester predicts that online shoppers will increase from 31m today to 40m in 2014 </li></ul><ul><li>UK online shoppers outspend EU and USA counterparts </li></ul>
    12. 13. How much is the UK eCommerce Market worth?
    13. 15. DISTRIBUTION <ul><li>Distribution, Accounting and Customer Service </li></ul>
    14. 16. Distribution <ul><li>Storage </li></ul><ul><li>Stock Control </li></ul><ul><li>Wrapping/Packing </li></ul><ul><li>Delivery </li></ul><ul><ul><li>UK </li></ul></ul><ul><ul><li>Europe </li></ul></ul><ul><ul><li>Rest of the World </li></ul></ul><ul><li>Lost and Returned </li></ul>
    15. 17. Shipping - SWOT <ul><li>FREE! </li></ul><ul><li>International </li></ul><ul><li>Options </li></ul><ul><li>Make it clear </li></ul><ul><li>Threats </li></ul><ul><ul><li>Royal Mail strikes </li></ul></ul><ul><ul><li>Weather </li></ul></ul><ul><ul><li>International issues </li></ul></ul>
    16. 19. Free Postage <ul><li>Critical customer decision factors </li></ul><ul><li>Build it into costings </li></ul><ul><li>Offer FREE ‘low cost’ option </li></ul><ul><li>Avoid over charging criticism </li></ul><ul><li>‘ Minimum Order Value’ - increase sales </li></ul><ul><li>Offer Premium delivery as well </li></ul><ul><li>International Postage is cheap </li></ul><ul><li>‘ Free Postage’ club – e.g. Amazon Prime </li></ul><ul><li>Multiple orders (offer quantity discounts) </li></ul>
    17. 21. Delivery Services
    18. 22. Parcel Point
    19. 23. CUSTOMER SERVICE <ul><li>Distribution, Accounting and Customer Service </li></ul>
    20. 24. Customer Service <ul><li>More important not less </li></ul><ul><li>User Friendly Site </li></ul><ul><li>Clear Polices </li></ul><ul><li>Shipping Terms </li></ul><ul><li>Good photos (not misleading) </li></ul><ul><li>FAQ’s </li></ul><ul><li>Shopping Experience </li></ul>
    21. 25. When things go wrong <ul><li>Put a Name/Voice/Face to customer service </li></ul><ul><li>Speed of response </li></ul><ul><li>Apologise/take responsibility </li></ul><ul><li>Social Media/Networks </li></ul><ul><li>These are your customers </li></ul>
    22. 26. What should be on an eCommerce website BY LAW RECOMMENDED
    23. 27. 7 Customer Service Tips <ul><li>Call your customer and Thank Them </li></ul><ul><li>Include a hand written ‘Thank You’ note </li></ul><ul><li>Upgrade shipping for free </li></ul><ul><li>Refund the postage with voucher </li></ul><ul><li>Include something free (sample) </li></ul><ul><li>Include a printed coupon </li></ul>
    24. 28. ACCOUNTING <ul><li>Distribution, Accounting and Customer Service </li></ul>
    25. 29. Accounting <ul><li>All UK Tax Laws apply to UK businesses </li></ul><ul><li>All UK law applies to exports </li></ul><ul><li>All relevant laws apply in country of destination </li></ul><ul><li>VAT threshold £70,000 12 months </li></ul><ul><li>VAT100, EC Sales List, Intrastat </li></ul><ul><li>Exports outside of the EU (CN22/23) </li></ul>
    26. 30. Customs declaration completed for all: <ul><li>Outside the EU </li></ul><ul><li>BFPO (British Forces) </li></ul><ul><li>Also </li></ul><ul><ul><li>Channel Islands- Jersey, Guernsey, Alderney, Herm and Sark </li></ul></ul><ul><ul><li>Andorra </li></ul></ul><ul><ul><li>Canary Islands </li></ul></ul><ul><ul><li>Gibraltar </li></ul></ul><ul><ul><li>San Marino </li></ul></ul><ul><ul><li>Vatican City State </li></ul></ul>
    27. 31. Under £270 – CN22
    28. 32. Over £270 – CN23
    29. 34. Components of eCommerce
    30. 35. Accounting System Integration +++
    31. 36. ONLINE PAYMENTS
    32. 37. Online Payments <ul><li>Visa/Master Card/Amex </li></ul><ul><li>PayPal </li></ul><ul><li>Google Checkout </li></ul><ul><li>SagePay </li></ul><ul><li>RBS WorldPay </li></ul>
    33. 38. <ul><li>PayPal is not a UK Bank </li></ul><ul><li>Headquartered in Luxemburg </li></ul><ul><li>Covered by Luxembourg Finance regulations </li></ul><ul><li>Frozen accounts are common </li></ul><ul><li>Seller protection </li></ul><ul><li>Buyer Protection </li></ul>
    34. 39. Tips – online payments <ul><li>Know your fees </li></ul><ul><li>Know your terms </li></ul><ul><li>Understand your customer </li></ul>
    35. 40. What payments do people use?
    36. 41. MULTI-CHANNEL SELLING
    37. 42. Marketplaces you can sell on?
    38. 43. <ul><li>Launched 1995 (UK 1998) </li></ul><ul><li>Launched Market Place 2000 (UK 2002) </li></ul><ul><li>Has sites in US, UK, France, Germany, Japan, China Canada </li></ul><ul><li>Sells to even more countries </li></ul><ul><li>Amazon A-Z guarantee </li></ul><ul><li>Sales 2010 $34B (2009 $25B) </li></ul><ul><li>Christmas ¼ increased 36% 2009-2010 </li></ul>
    39. 44. <ul><li>Amazon Marketplace </li></ul><ul><li>Manage the whole online purchase process </li></ul><ul><li>Including payment </li></ul><ul><li>Amazon Fulfilment -Stock, Pick, Pack, Wrap, Deliver </li></ul><ul><li>Amazon Fulfilment -Customer service </li></ul><ul><li>Feedback system </li></ul>
    40. 45. Amazon Stores
    41. 48. Amazon Fees (December 2010) <ul><li>Set Monthly store fee £28.75 </li></ul><ul><li>Listings are free </li></ul><ul><li>DVDs/Books/CD’s – 17.5% of sale + small fee </li></ul><ul><li>Everything else is 8.05%-28.75% </li></ul><ul><li>Standard 17.5% </li></ul><ul><li>No payment charges </li></ul><ul><li>Amazon Seller Central: </li></ul><ul><li>https://sellercentral.amazon.co.uk </li></ul>
    42. 49. Self Publish on a Kindle <ul><li>70% Royalty – Price £1.49-£6.99 </li></ul><ul><li>35% Royalty – Price £0.75-£120.00 </li></ul><ul><li>Delivery cost 10p per mb </li></ul><ul><li>Kindle for : </li></ul><ul><ul><li>Kindle </li></ul></ul><ul><ul><li>iPad, iPhone, iPod touch, Mac, </li></ul></ul><ul><ul><li>Blackberry, and Android </li></ul></ul><ul><ul><li>Kindle Publishing - https://kdp.amazon.com/ </li></ul></ul>
    43. 50. <ul><li>“ We seek to be Earth’s most customer-centric company for three primary customer sets: consumer customers, seller customers and developer customers.” </li></ul>
    44. 51. <ul><li>Launched 1995 UK 1999 (Now in 37 countries) </li></ul><ul><li>14 million active users UK </li></ul><ul><li>10 million items for sale </li></ul><ul><li>Auctions in decline </li></ul><ul><li>eBay re-inventing itself </li></ul><ul><ul><li>Fixed Price </li></ul></ul><ul><ul><li>Outlets </li></ul></ul><ul><ul><li>Attracting business large and small </li></ul></ul><ul><li>20% Growth in Businesses in 2010 </li></ul>
    45. 56. eBay fees (+PayPal fees) <ul><li>Basic eBay Shop – 14.99 per month </li></ul><ul><li>Insertion fee of 20p per item </li></ul><ul><li>Up to 49.99 @ 9.99% </li></ul><ul><li>£50 – 599.99 @ 5.99% </li></ul><ul><li>Over £600 @ 1.9% </li></ul><ul><li>PayPal </li></ul><ul><li>3.4% + £0.20 GBP per transaction </li></ul><ul><li>Ebay Business Centre – </li></ul><ul><li>http://pages.ebay.co.uk/businesscentre </li></ul>
    46. 57. Amazon vs eBay Fees <ul><li>Depends on your products </li></ul><ul><li>And business style (e.g. volume) </li></ul><ul><li>Amazon can suit better </li></ul><ul><ul><li>high volume / high rotation </li></ul></ul><ul><li>eBay can suit better </li></ul><ul><ul><li>high price / low rotation </li></ul></ul>
    47. 58. Marketplaces <ul><li>Strategy/ Branding </li></ul><ul><li>Offer </li></ul><ul><ul><li>Quick route to market </li></ul></ul><ul><ul><li>Stock Holding + Shipping + Customer Service </li></ul></ul><ul><ul><li>Easy margin calculations </li></ul></ul><ul><ul><li>Integration to back office software </li></ul></ul><ul><ul><li>Massive audience (UK & Worldwide) </li></ul></ul><ul><li>Downsides </li></ul><ul><ul><li>Very price competitive </li></ul></ul><ul><ul><li>Race to the bottom </li></ul></ul>
    48. 59. Other Marketplaces <ul><li>Overstock </li></ul><ul><li>Etsy/Folksy </li></ul><ul><li>Play.com </li></ul><ul><li>Pixmania </li></ul><ul><li>Rakuten </li></ul><ul><li>PriceMinsiter </li></ul><ul><li>ASOS </li></ul><ul><li>Facebook (Marketplace, Etsy, Ebay, Payvment ) </li></ul>
    49. 61. And in Summer 2011
    50. 62. Local/Coupons <ul><li>Groupon – Local Bulk Deals </li></ul><ul><li>Vouchers Codes </li></ul><ul><li>Clicks and Mortar </li></ul><ul><li>Milo (Not currently in the UK) </li></ul>
    51. 64. SEO- SEARCH ENGINE OPTIMISATION <ul><li>SEO and Social Media </li></ul>
    52. 65. Own Search Box <ul><li>43% of visitors to online retail sites </li></ul><ul><li>said the very first thing they do is type the product name or product category into the sites search box   </li></ul><ul><li>(Source: Marketing Sherpa). </li></ul>
    53. 66. Tips for own search box <ul><li>Make the search box stand out </li></ul><ul><li>Make it big (enough) </li></ul><ul><li>Give a suggestion of how they might search </li></ul><ul><li>Auto completion can help </li></ul><ul><li>Review your search terms </li></ul>
    54. 67. Search Engine Optimisation - Google <ul><li>90% of UK search </li></ul><ul><li>90% European Searches </li></ul><ul><li>99% Mobile Search </li></ul><ul><li>Organic listing </li></ul><ul><li>Google Shopping listings </li></ul><ul><li>Google Image listings </li></ul><ul><li>Ad Words </li></ul><ul><ul><li>Own </li></ul></ul><ul><ul><li>Via eBay/Amazon </li></ul></ul>
    55. 68. Google Results
    56. 69. Google Organic Search
    57. 70. Google Ads
    58. 71. Google Shopping results
    59. 72. Google Shopping
    60. 73. Google Images
    61. 74. Google Shopping results
    62. 75. SOCIAL MEDIA <ul><li>SEO and Social Media </li></ul>
    63. 76. Social Media <ul><li>Facebook – 573m users (28M UK) </li></ul><ul><li>More than 50 million Tweets per day </li></ul><ul><li>eCommerce Businesses need a presence </li></ul><ul><li>Off Site (Facebook page) </li></ul><ul><li>On Site Integration </li></ul><ul><li>‘ Social Shopping’ </li></ul><ul><li>‘ Social CRM’ </li></ul><ul><li>Advertising on Social Sites </li></ul>
    64. 81. LinkedIn – Product and Services Page
    65. 83. WEB ANALYTICS
    66. 84. What can Web Analytics tell us? <ul><li>How many visits your site is getting? </li></ul><ul><li>What location visitors are coming from ? </li></ul><ul><li>How they got to your site? </li></ul><ul><ul><li>Search engine </li></ul></ul><ul><ul><li>Facebook/Twitter etc </li></ul></ul><ul><ul><li>Direct </li></ul></ul><ul><li>What pages do they look at? </li></ul><ul><li>Did they BUY anything? </li></ul>
    67. 85. eBay Analytics
    68. 86. eCommerce Analytics
    69. 87. eCommerce Analytics
    70. 88. Web Analytics and Adsense
    71. 89. Customer Tracking <ul><li>Did the visitor leave without buying? </li></ul><ul><li>Where did the visitor leave? </li></ul><ul><li>Why did the customer leave? </li></ul><ul><li>Goals </li></ul><ul><li>Funnels </li></ul>
    72. 91. Future - Mobile
    73. 92. Actions <ul><li>Selling Online? </li></ul><ul><li>Multi- Channel Strategy? </li></ul><ul><li>On-site search review? </li></ul><ul><li>Google search optimisation </li></ul><ul><ul><li>Upload to Shopping </li></ul></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><li>Analytics (Google Analytics) </li></ul>

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