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E-commerce Seminar: 50 ways to increase your online sales

Roger Willcocks, director at Screen Pages, one of the leading e-commerce agencies, will share quick-fire e-commerce tips and advice to improve customer acquisition, engagement and retention that retailers can easily implement on their e-commerce websites based on experience working with 100s of niche retailers since 2000.

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E-commerce Seminar: 50 ways to increase your online sales

  1. 1. roger@screenpages.com 50 ways to increase your online sales
  2. 2.  300+ e-commerce websites since 1997  Substantial e-commerce website experience (ca. 100 yrs)  Magento specialists since 2009 (ca. 100 implementations) Screen Pages key facts
  3. 3. Best practice e-commerce Bespoke/customised websites – down to the last pixel Professionally designed & specified & constructed Heavily content-managed by you Functionally rich/complex + integrated with ERP/back office Fast, reliable & scaleable It’s going to be changed almost as soon as it’s Our philosophy to website building
  4. 4. Agenda Getting new customers Engaging customers Persuading them to buy Making it simple to purchase Getting them to come back
  5. 5. No silver bullets… ….it’s good old-fashioned hardwork
  6. 6. First…measure  Analytics – build a custom dashboard  Surveys  Usability studies 50 ££s of dynamite
  7. 7.  Order confirmation page  Three questions  One text box  Surveymonkey £26 p.m. The answer to the “survey debate”
  8. 8. Getting new customers  Email  SEO  PPC  Referrals  Affiliates  Marketplaces  Catalogues/lists  Offline (eg PR)  Hidden gem: retargeting
  9. 9. Getting new customers Source Traffic Conversion £ per visit Brand related searches 14.5% 6.3% £4.45 Generic search 14.1% 1.5% £0.55 Paid search 19.9% 3.4% £2.74 Email marketing 20.6% 4.9% £2.73 Referrals 10.5% 2.4% - Average 3.9% £2.64
  10. 10. Funny thing, conversion rate
  11. 11. SEO basics  Page titles  Meta data  Keywords in copy (& other places)  Sitemap  You should be able to “content-manage” the onsite assets  It’s all about (interesting) content  You can’t trick Google  Mobile is now a big issue for many
  12. 12. Other ways to get in Google 1. 2. 3. 4.
  13. 13. Content marketing dumbed down Category page copy (hardest pages *** more later) On domain blog (Wordpress, please) Content pages optimised for target keywords  How to…  Buying guides  FAQs  Ideas/inspiration etc
  14. 14. Articles, style guides [& video]
  15. 15. Buying guides
  16. 16. How to & tips
  17. 17. Social Media  Facebook Like & Tweet (or Share This)  Distribute your content  Make videos, host on Youtube & embed  Get a channel  But:  Ca. 1% of traffic & 0.1% conversion  Exception: “causes”
  18. 18. • Case study  Holy Grail at the end of the ‘long tail’?  3,729 search terms = 55% of sales  5x increase in generic traffic in 6 months  Increase from 5% to 10% of total traffic • Looking good!? SEO – holy grail?  6% of total sales (vs. 10% of traffic) = lower conversions & ROI  No. 5 “swiss watches” = 400 visits per month & no sales  First page for “watches” (negative ROI)
  19. 19.  PR  Catalogues  Inserts Offline marketing
  20. 20. How to get good PR
  21. 21. Sign of the times
  22. 22. 27% 21%Mobile opportunity?
  23. 23. 2.9% 0.9% 4.5% Mobile conversions
  24. 24. Mobile usage
  25. 25. Speed matters Each second costs you a 7% decrease in conversions
  26. 26.  85,000+ visitors on both 13th & 14th November  20,000 orders processed  Appeal raised £32m  Two front-end, load balanced servers  One database server  Magento Enterprise  Synchronised with eBay store  Integrated with warehouse Scale, load & peaks
  27. 27. Engaging customers  New/latest/sale  Promotions (regular & varied)  Content (lots of it) & photography (lifestyle)  Make your landing pages compelling (category & product pages)  Navigation  Categorisation is critical  Dropdowns (esp. multi-layered)  Filters (price, colour etc – but caveat)  Put your products in the “right” order
  28. 28. Navigation
  29. 29. Customer engagement fail
  30. 30. % landings bounce% Home page 39% 17% Category page 22% 31% Product page 19% 56% i.e. not on the home page. Opportunity. Where do visitors land? 37%
  31. 31. Special case: category pages  25-50% of all entrances  BUT: 40-50% of all page views  Three roles:  Landing pages  Routing pages  Conversion pages (with add to basket)  Yet, sadly overlooked… Remember: 68% of people don’t arrive on the home page. About 4 in 10 of these bounce
  32. 32. Category page
  33. 33. Product pages  Bullets and copy  Photography/video  Call(s) to action / how to transact / service  Reviews/testimonials  Why are you selling it?  Instructions  Delivery & returns  What if it’s not quite the right product?  What goes with this?
  34. 34. Write great copy Buy this
  35. 35. Anatomy of a product page Link: http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/retail-product-page/
  36. 36. Persuading them to buy What makes a good proposition?
  37. 37. First: meet your competitors
  38. 38.  Desirable products  Well presented  Attractively priced  Securely paid for  Nicely delivered  Communicated on every page What makes a good proposition?
  39. 39. Persuading visitors to buy Service & “hygiene factors” Delivery Returns Packaging Call-centre
  40. 40. Customer service Source:: E-consultancy
  41. 41. Work on delivery options  Standard delivery (free?)  Next day premium  Nominated delivery  ….and communicate them
  42. 42. Reviews & ratings (social endorsement) Onsite or offsite
  43. 43. Make it simple to purchase  Basket  Security  Big buttons (especially for mobile)
  44. 44. Show your beautiful packaging
  45. 45. Make it simple to purchase  Integrated payments (+ alternate methods)  No distractions (different header?)  Registration or not?  Language & tone  Example: “pay securely now” vs. “submit”
  46. 46. Quiz time: which checkout performs best?
  47. 47. Abandonned basket chaser  13.3% of these emails are clicked  35% of these clicks lead to a purchase  AOV is 19% higher
  48. 48. Getting them back  Conversion data  Surveys/Analytics  Trigger emails  Email marketing (once a week now, twice for VIPs)  Loyalty schemes  Catalogues Recent survey 26% had 20%+ of traffic from emails. 20% had email traffic converting at 8%+
  49. 49.  Build your email database  Those that do it well, benefit extremely well  It can performs at 4-7 times regular traffic  Emails are increasingly opened on mobiles Guidance: 1. Design your transactional emails 2. Manage & update their content 3. Tag them for Google Analytics Read this article: http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database Email marketing (best converting traffic)
  50. 50. Loyalty schemes
  51. 51. Plan your attack
  52. 52. But first…. 1. Agree & quantify business goal 2. Breakdown into key activities 3. Identify metrics for each activity set 4. Define activities to achieve the metrics 5. Measure results “A goal without a plan is just a wish”
  53. 53. Planning taps you can turn New customers Existing customers Visits/traffic sources % increase % increase Orders/conversions % increase % increase Average order values % increase % increase
  54. 54. Ling’s Cars £35m “…On a website, you are competing with You Tube, porn sites and Facebook. You are not trying to out-bore your local council website. So, open the energy taps, eat sugar and get on with something exciting. Split testing/focus groups etc, is just a fast road to the lowest common denominator, just as you see in politics; boring.”
  55. 55. Things change
  56. 56. Keep it simple “The best website is one that the customer doesn’t notice” Source: Screen Pages’ 5th E-commerce Forum, 2013
  57. 57. Bonus tip: pick the right platform & agency
  58. 58. roger@screenpages.com @screenpages 01932 359 160 Thank you

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