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The 7 Pillars of
Ecommerce
A beginners guide to
promoting & selling over
the internet
I’m here to convert you


"I know half the money I spend
 on advertising is wasted, but I
can never find out which half.”
                John Wanamaker 1838 - 1922
Numbers to know

•  Online spend 2009:
  –  Will rise 13.3% to £20.9 billion
•  By 2013:
  –  Set to reach £31.2 billion


•  That’s 10% of total retail spending…only!
Shopping habits have changed

•  Pre internet
Shopping habits have changed

•  With internet
Pillar 1

The Conversion Rate
What is: Conversion rate


“The percentage of people that visit
   your website and actually buy
            something”
Calculate: Conversion rate


   No. Transactions / Unique Visitors
                 X 100
        = % CONVERSION RATE

•  Targeted, qualified traffic
•  Higher conversion
Measure: Conversion rate

    Google Analytics is FREE

And don’t worry, it’s really easy!!
Pillar 2

Usability
Pillar 2: Usability

•  Usability
  –  Simple & instinctive to use
  –  People are Cognitive Misers
  –  Design Pages for scanning not for reading
  –  Talk in the same language as your users
  –  Prioritise the key information (users look for) above
     the fold
  –  Trust and credibility need to be reinforced
Pillar 2: Usability




     12
Usability: the homepage

•  The homepage
  –  Most valued property on a website
  –  Make it obvious what you do/if you sell
  –  Use it to spell-out the big picture
  –  Prominent internal search
  –  Seasonal campaign activity
  –  Resolution: 1024 x 768
  –  Deep link into core areas
  –  Over the fold!
An example of a good homepage:
      Matthew Williamson
        www.matthewwilliamson.com
a good homepage




    15
Good, clear search
                   a good homepage
                        High impact, current image




                                                       Deep link into site




Clear navigation


                       16
Usability: product detail page

•  Product detail page
  –  Focus on one button – buy now
  –  The more images the better
  –  Detail on demand
  –  Zoom is essential
  –  Cross-sell/Up-sell
  –  Show delivery and availability info
  –  Share capabilities
An example of a good product detail page:
              Net-a-Porter
               www.net-a-porter.com
a good homepage




    19
THE PRODUCT IS THE HERO!
                    a good homepage




                                                  Clear and
                                                  prominent buy
                                                  button.



                                               Share
                                               capabilities




                        Zoom options
Alternative views




                             20
Pillar 3

The Checkout
Pillar 3: the checkout


YOUR CUSTOMER IS WAITING AT THE TILL WITH
 THEIR CREDIT CARD READY…

 …WHAT COULD POSSIBLY GO WRONG?
Pillar 3: the checkout
•  Sites lose over 50% of their customers at the checkout…


Why?
+  Just window shopping

+  I don’t want to register / Why do I have to register? I just want to buy
   this item and get on with my life

+  Too many clicks...Every click is a friction node where you will lose
   visitors

+  I don’t feel safe using my credit card
An example of a good checkout:
       Links of London
         www.linksoflondon.com
07957519012
Encapsulated checkout – i.e. no global navigation




                          Peace of mind




                               07957519012

New customers not
requested to enter
email at this stage




                                                              Product details including
                                                              delivery charges and payment
                                                              options clearly laid out
Clear indication of section
complete + ability to go
back and edit




                                        Product details etc on every
                                        page in the checkout


          Prominent and clear call to
          action
Clear delivery and billing
details




                             Product details etc on every
                             page in the checkout
Pillar 4

Engage your audience
Pillar 4: Engage…
•  People don’t buy first time

•  Will they remember to come back?

•  What makes your site so special?

•  Make it fun but have a point
An example of good, commercially focused engagement:
     Links of London’s ‘interactive charm maker’
                    www.linksoflondon.com
Click straight to checkout




Grab and drag charms emulating the
real experience!
An example of good, commercially focused engagement:
     Matches Fashion ‘Shop the Catwalk’ feature
                    www.matchesfashion.com
Video of catwalk plays with option of
clicking to product detail
An example of good, commercially focused engagement:
              Coast ‘Style Notes’ feature
                    www.coast-stores.com
                     (feature now offline)
Pillar 5

Search
Pillar 5: Search

•  Over 60% use search engines

•  Natural Search (aka organic)
  –  Achieved through SEO


•  PPC (Pay Per Click)
  –  Google, Yahoo, Bing
NATURAL SEARCH RESULTS
PAID FOR SEARCH RESULTS
Searchers behavior
SEO can work fast




•  To get ‘top ranking’ in Natural results..
  –  Site build using SEO friendly CMS
  –  Good content
  –  External links…(buying links doesn’t work)
Search facts
•  60%+ search phrases now 3+ words
•  90%+ 2+ words
•  Being top of organic and paid (PPC) improves:
  –  CTR
  –  Brand Awareness
  –  Recall
  –  Purchase Intent
  –  Conversion
Dixons.co.uk
Pillar 6

Email
Email: Retention
A customer is for life…




                          not just for Christmas…
Email marketing

•    Registered customers are like gold dust
•    Highest spenders
•    Highest converters
•    Lowest CPA (cost per acquisition)

•  SO LOOK AFTER THEM!
Email stats

•  Returning customers:
  –  Spend up to 30% more
  –  Cost you up to 70% less
•  Email open rates: 20% - 30%
•  Click through: 25%
•  Cold lists: 5%
Low hanging fruit

•    Most retailers not doing the basics
•    50% happy to give you email address
•    URL behind the till
•    At check in
•    On the readout
•    On the display aisles
Email: Quick-fire tactics

•  Decrease shopping cart abandon
   rates
  –  Email customer with offer after 3 – 6 days
  –  Up to 30% come back


•  Own the customer: auto email
  –  Thank you email
  –  Check out new product
  –  Incentive
Pillar 7

Social
Social media has now become ubiquitous
184 million
                             bloggers
                                                                               73% of active online users have
                                                                                        read a blog
              45% have started their
                   own blog
                                                                                     57% have joined a
                                                                                       social network
          55% have uploaded
                photos
                                                                                    83% have watched
                                                                                       video clips

                            39% subscribe to an
                                 RSS feed68
Source: Universal McCann Comparative Study on Social Media Trends April 2008
Social media marketing
•  Generation ‘why?’
•  People listen to their peers
•  Onsite reviews increase conversions
Harness the power
•  Wikis: Wikipedia
•  Social networking: MySpace &
   Facebook
•  Presence apps: Twitter
•  Video Sharing: You Tube
•  Virtual Reality: Second Life
•  Engagement: Blogging
71
Harness the power
•  Wikis: Wikipedia
•  Social networking: MySpace &
   Facebook
•  Presence apps: Twitter
•  Video Sharing: You Tube
•  Virtual Reality: Second Life
•  Engagement: Blogging
An example of a good Facebook App:
    Anya Hindmarch ‘Be a Bag’
           www.anyahindmarch.com
Case study: Anya Hindmarch
Case study: Anya Hindmarch
•  Upload image to ‘Be a Bag’ application

•  Naturally viral

•  Commercial value
76
77
78
79
80
An example of an integrated blog:
     Jigsaw ‘Inside Jigsaw’
          www.jigsaw-online.com
82
83
Links to main ecommerce
site always visible




        Encourage visitors to leave
        an email address




           Products in blog pages link
           direct to ecommerce site




              84
Pillar 8 **BONUS

?
Number of searches on Google from
 iPhones surpassed those from all other
 phones at Christmas.

                   German iPhone users consume 30
                   times more data.

95% of iPhone customers regularly surf the Internet.




     Google sees 50 times the number of searches using the
     iPhone than any other mobile device.
In summary
•    Measure and track everything
•    Usability is key to success
•    Perfect the checkout or lose $$$
•    Engage with your customers
•    Search is king, get your site ranking
•    Email can be very powerful
•    Use Social to connect with customers
•    Keep an eye on emerging tech
Thanks for listening




contact@pod1.com                   Blog.pod1.com
www.Pod1.com                    Twitter.com/pod1
www.ChooseBrilliant.com   Twitter.com/brilliantUK

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The 7 Pillars Of Ecommerce

  • 1. The 7 Pillars of Ecommerce A beginners guide to promoting & selling over the internet
  • 2. I’m here to convert you "I know half the money I spend on advertising is wasted, but I can never find out which half.” John Wanamaker 1838 - 1922
  • 3. Numbers to know •  Online spend 2009: –  Will rise 13.3% to £20.9 billion •  By 2013: –  Set to reach £31.2 billion •  That’s 10% of total retail spending…only!
  • 4. Shopping habits have changed •  Pre internet
  • 5. Shopping habits have changed •  With internet
  • 7. What is: Conversion rate “The percentage of people that visit your website and actually buy something”
  • 8. Calculate: Conversion rate No. Transactions / Unique Visitors X 100 = % CONVERSION RATE •  Targeted, qualified traffic •  Higher conversion
  • 9. Measure: Conversion rate Google Analytics is FREE And don’t worry, it’s really easy!!
  • 11. Pillar 2: Usability •  Usability –  Simple & instinctive to use –  People are Cognitive Misers –  Design Pages for scanning not for reading –  Talk in the same language as your users –  Prioritise the key information (users look for) above the fold –  Trust and credibility need to be reinforced
  • 13. Usability: the homepage •  The homepage –  Most valued property on a website –  Make it obvious what you do/if you sell –  Use it to spell-out the big picture –  Prominent internal search –  Seasonal campaign activity –  Resolution: 1024 x 768 –  Deep link into core areas –  Over the fold!
  • 14. An example of a good homepage: Matthew Williamson www.matthewwilliamson.com
  • 16. Good, clear search a good homepage High impact, current image Deep link into site Clear navigation 16
  • 17. Usability: product detail page •  Product detail page –  Focus on one button – buy now –  The more images the better –  Detail on demand –  Zoom is essential –  Cross-sell/Up-sell –  Show delivery and availability info –  Share capabilities
  • 18. An example of a good product detail page: Net-a-Porter www.net-a-porter.com
  • 20. THE PRODUCT IS THE HERO! a good homepage Clear and prominent buy button. Share capabilities Zoom options Alternative views 20
  • 22. Pillar 3: the checkout YOUR CUSTOMER IS WAITING AT THE TILL WITH THEIR CREDIT CARD READY… …WHAT COULD POSSIBLY GO WRONG?
  • 23. Pillar 3: the checkout •  Sites lose over 50% of their customers at the checkout… Why? +  Just window shopping +  I don’t want to register / Why do I have to register? I just want to buy this item and get on with my life +  Too many clicks...Every click is a friction node where you will lose visitors +  I don’t feel safe using my credit card
  • 24. An example of a good checkout: Links of London www.linksoflondon.com
  • 26. Encapsulated checkout – i.e. no global navigation Peace of mind 07957519012 New customers not requested to enter email at this stage Product details including delivery charges and payment options clearly laid out
  • 27.
  • 28. Clear indication of section complete + ability to go back and edit Product details etc on every page in the checkout Prominent and clear call to action
  • 29.
  • 30. Clear delivery and billing details Product details etc on every page in the checkout
  • 32. Pillar 4: Engage… •  People don’t buy first time •  Will they remember to come back? •  What makes your site so special? •  Make it fun but have a point
  • 33. An example of good, commercially focused engagement: Links of London’s ‘interactive charm maker’ www.linksoflondon.com
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  • 38. Click straight to checkout Grab and drag charms emulating the real experience!
  • 39.
  • 40. An example of good, commercially focused engagement: Matches Fashion ‘Shop the Catwalk’ feature www.matchesfashion.com
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  • 44. Video of catwalk plays with option of clicking to product detail
  • 45.
  • 46. An example of good, commercially focused engagement: Coast ‘Style Notes’ feature www.coast-stores.com (feature now offline)
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  • 53. Pillar 5: Search •  Over 60% use search engines •  Natural Search (aka organic) –  Achieved through SEO •  PPC (Pay Per Click) –  Google, Yahoo, Bing
  • 55. PAID FOR SEARCH RESULTS
  • 57. SEO can work fast •  To get ‘top ranking’ in Natural results.. –  Site build using SEO friendly CMS –  Good content –  External links…(buying links doesn’t work)
  • 58. Search facts •  60%+ search phrases now 3+ words •  90%+ 2+ words •  Being top of organic and paid (PPC) improves: –  CTR –  Brand Awareness –  Recall –  Purchase Intent –  Conversion
  • 61. Email: Retention A customer is for life… not just for Christmas…
  • 62. Email marketing •  Registered customers are like gold dust •  Highest spenders •  Highest converters •  Lowest CPA (cost per acquisition) •  SO LOOK AFTER THEM!
  • 63. Email stats •  Returning customers: –  Spend up to 30% more –  Cost you up to 70% less •  Email open rates: 20% - 30% •  Click through: 25% •  Cold lists: 5%
  • 64. Low hanging fruit •  Most retailers not doing the basics •  50% happy to give you email address •  URL behind the till •  At check in •  On the readout •  On the display aisles
  • 65. Email: Quick-fire tactics •  Decrease shopping cart abandon rates –  Email customer with offer after 3 – 6 days –  Up to 30% come back •  Own the customer: auto email –  Thank you email –  Check out new product –  Incentive
  • 67. Social media has now become ubiquitous
  • 68. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed68 Source: Universal McCann Comparative Study on Social Media Trends April 2008
  • 69. Social media marketing •  Generation ‘why?’ •  People listen to their peers •  Onsite reviews increase conversions
  • 70. Harness the power •  Wikis: Wikipedia •  Social networking: MySpace & Facebook •  Presence apps: Twitter •  Video Sharing: You Tube •  Virtual Reality: Second Life •  Engagement: Blogging
  • 71. 71
  • 72. Harness the power •  Wikis: Wikipedia •  Social networking: MySpace & Facebook •  Presence apps: Twitter •  Video Sharing: You Tube •  Virtual Reality: Second Life •  Engagement: Blogging
  • 73. An example of a good Facebook App: Anya Hindmarch ‘Be a Bag’ www.anyahindmarch.com
  • 74. Case study: Anya Hindmarch
  • 75. Case study: Anya Hindmarch •  Upload image to ‘Be a Bag’ application •  Naturally viral •  Commercial value
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  • 81. An example of an integrated blog: Jigsaw ‘Inside Jigsaw’ www.jigsaw-online.com
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  • 84. Links to main ecommerce site always visible Encourage visitors to leave an email address Products in blog pages link direct to ecommerce site 84
  • 86.
  • 87. Number of searches on Google from iPhones surpassed those from all other phones at Christmas. German iPhone users consume 30 times more data. 95% of iPhone customers regularly surf the Internet. Google sees 50 times the number of searches using the iPhone than any other mobile device.
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  • 90. In summary •  Measure and track everything •  Usability is key to success •  Perfect the checkout or lose $$$ •  Engage with your customers •  Search is king, get your site ranking •  Email can be very powerful •  Use Social to connect with customers •  Keep an eye on emerging tech
  • 91. Thanks for listening contact@pod1.com Blog.pod1.com www.Pod1.com Twitter.com/pod1 www.ChooseBrilliant.com Twitter.com/brilliantUK