The 7 Pillars Of Ecommerce

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A beginners guide to ecommerce in fashion retail. This aims to highlight the key areas that must be considered when designing, building and marketing an ecommerce website.

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The 7 Pillars Of Ecommerce

  1. 1. The 7 Pillars of Ecommerce A beginners guide to promoting & selling over the internet
  2. 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. 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. 4. Shopping habits have changed •  Pre internet
  5. 5. Shopping habits have changed •  With internet
  6. 6. Pillar 1 The Conversion Rate
  7. 7. What is: Conversion rate “The percentage of people that visit your website and actually buy something”
  8. 8. Calculate: Conversion rate No. Transactions / Unique Visitors X 100 = % CONVERSION RATE •  Targeted, qualified traffic •  Higher conversion
  9. 9. Measure: Conversion rate Google Analytics is FREE And don’t worry, it’s really easy!!
  10. 10. Pillar 2 Usability
  11. 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
  12. 12. Pillar 2: Usability 12
  13. 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. 14. An example of a good homepage: Matthew Williamson www.matthewwilliamson.com
  15. 15. a good homepage 15
  16. 16. Good, clear search a good homepage High impact, current image Deep link into site Clear navigation 16
  17. 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. 18. An example of a good product detail page: Net-a-Porter www.net-a-porter.com
  19. 19. a good homepage 19
  20. 20. THE PRODUCT IS THE HERO! a good homepage Clear and prominent buy button. Share capabilities Zoom options Alternative views 20
  21. 21. Pillar 3 The Checkout
  22. 22. Pillar 3: the checkout YOUR CUSTOMER IS WAITING AT THE TILL WITH THEIR CREDIT CARD READY… …WHAT COULD POSSIBLY GO WRONG?
  23. 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. 24. An example of a good checkout: Links of London www.linksoflondon.com
  25. 25. 07957519012
  26. 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. 27. 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
  28. 28. Clear delivery and billing details Product details etc on every page in the checkout
  29. 29. Pillar 4 Engage your audience
  30. 30. 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
  31. 31. An example of good, commercially focused engagement: Links of London’s ‘interactive charm maker’ www.linksoflondon.com
  32. 32. Click straight to checkout Grab and drag charms emulating the real experience!
  33. 33. An example of good, commercially focused engagement: Matches Fashion ‘Shop the Catwalk’ feature www.matchesfashion.com
  34. 34. Video of catwalk plays with option of clicking to product detail
  35. 35. An example of good, commercially focused engagement: Coast ‘Style Notes’ feature www.coast-stores.com (feature now offline)
  36. 36. Pillar 5 Search
  37. 37. Pillar 5: Search •  Over 60% use search engines •  Natural Search (aka organic) –  Achieved through SEO •  PPC (Pay Per Click) –  Google, Yahoo, Bing
  38. 38. NATURAL SEARCH RESULTS
  39. 39. PAID FOR SEARCH RESULTS
  40. 40. Searchers behavior
  41. 41. 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)
  42. 42. 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
  43. 43. Dixons.co.uk
  44. 44. Pillar 6 Email
  45. 45. Email: Retention A customer is for life… not just for Christmas…
  46. 46. Email marketing •  Registered customers are like gold dust •  Highest spenders •  Highest converters •  Lowest CPA (cost per acquisition) •  SO LOOK AFTER THEM!
  47. 47. 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%
  48. 48. 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
  49. 49. 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
  50. 50. Pillar 7 Social
  51. 51. Social media has now become ubiquitous
  52. 52. 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
  53. 53. Social media marketing •  Generation ‘why?’ •  People listen to their peers •  Onsite reviews increase conversions
  54. 54. Harness the power •  Wikis: Wikipedia •  Social networking: MySpace & Facebook •  Presence apps: Twitter •  Video Sharing: You Tube •  Virtual Reality: Second Life •  Engagement: Blogging
  55. 55. 71
  56. 56. Harness the power •  Wikis: Wikipedia •  Social networking: MySpace & Facebook •  Presence apps: Twitter •  Video Sharing: You Tube •  Virtual Reality: Second Life •  Engagement: Blogging
  57. 57. An example of a good Facebook App: Anya Hindmarch ‘Be a Bag’ www.anyahindmarch.com
  58. 58. Case study: Anya Hindmarch
  59. 59. Case study: Anya Hindmarch •  Upload image to ‘Be a Bag’ application •  Naturally viral •  Commercial value
  60. 60. 76
  61. 61. 77
  62. 62. 78
  63. 63. 79
  64. 64. 80
  65. 65. An example of an integrated blog: Jigsaw ‘Inside Jigsaw’ www.jigsaw-online.com
  66. 66. 82
  67. 67. 83
  68. 68. Links to main ecommerce site always visible Encourage visitors to leave an email address Products in blog pages link direct to ecommerce site 84
  69. 69. Pillar 8 **BONUS ?
  70. 70. 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.
  71. 71. 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
  72. 72. 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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