This document outlines 9 enterprise ecommerce tips that can be implemented in the next six months as presented by Ryan Gripp, the ecommerce manager of H2O Plus Worldwide. The tips include using "sale" in top navigation categories, leveraging Google Plus for search and customers, optimizing email subject lines, improving the add to cart experience, increasing user generated content like reviews, implementing live chat, reducing distractions on pages, customizing the home page with customer data, and detecting credit card type during checkout to streamline the process. Gripp recommends companies itemize lessons learned, have teams prioritize quick wins, and repeat the process every six months.

1. 9
Enterprise
eCommerce
Tips
You
Can
Implement
In
The
Next
Six
Months
RYAN
GRIPP
PRESENTED
BY
Manager,
eCommerce
H2O
Plus

2. +Runs
eCommerce
opera5ons
for
H2O
Plus
Worldwide
+Built
complex
eCommerce
Systems
(Oracle
ATG,
IBM,
etc.)
+Founded
several
startups
(most
recently
@reeNuilders)
ABOUT
RYAN

3. #9- Top Navigation : Sale
Category
NavigaPon
is
a
criPcal
component
to
ecommerce
merchandising.
Luxury
brands
for
a
long
Pme
have
resisted
the
verbiage
of
“sale”.
However,
our
data
suggests
that
customers
respond
29%
beVer
with
“sale”
versus
“special
offers”.
Customers
aren’t
stupid

4. #8- Google Plus

5. #8- Google Plus
Search
–
Leverage
where
it’s
strong
Customers
–
Are
your
customers
there?
Budget
–
Will
social
drive
conversions?
“Google
Plus…is
like
a
ghost
town.”
Feb
2014
New
York
Times

6. Copyright 2013 Gartner

7. #7 Email Subject Lines
The purpose of the subject line is for the
customer to open the email
Wingdings and Colons (:)
Cadence and time sensitive: "Last Chance, Ends
Tonight, Exclusive”
Final reminder for complimentary entry to attend the West Freelands BCI Cluster Conference 2006 (0.5%)
Inside Football: Summer Training Camp Preview Issue (74.3%)

8. #6 Add to Cart
“Move the shopper nearer to completing
their purchase, which often means
sending them to the basket page.
Move the shopper to buy other items,
which is best served by keeping visitors
on the product page with a strong
notification of the 'basket add'.”
-Econsultancy

9. #5 Reviews
User Generated Content (UGC) like reviews
increases conversions and helps improve SEO.
On average, H2O+ has found a 2X increase in
conversion and up to 3X increase for those who
create UGC like product reviews.

10. #4 Live Chat
Start where your customers abandon
your website
Proactive vs Reactive
The checkout flow is critical
Agent Skill
“44
percent
of
online
shoppers
liked
having
quesPons
answered
and
concerns
addressed
in
the
very
middle
of
the
purchase
process.”
-Forrester
Making
Proac9ve
Chat
Work

11. #3 Distractions
Does this contribute to a user completing
the goal on the page?
The user did “X” and now will I receive “Y”?

12. #2 Home Page
Use customer data to craft a home page strategy
Personalization is always a good idea
Use data to combat the CEO or executive “gut
instinct”
Data
Subjectivity

13. #1 Credit Card Type
Average
checkout
process*
includes
five
pages
and
up
to
50
different
steps.
The
credit
card
type
can
be
detected
by
looking
up
the
Issuer
IdenPficaPon
Number
(IIN),
which
is
part
of
the
first
6
digits
of
the
credit
card
number.
MasterCard:
51-­‐55
American
Express:
34,
37
JCB:
35
Diners
InternaPonal:
36
China
Union
Pay:
6200-­‐6250
*2012
Smashing
Design
Study

14. WHAT YOU CAN DO RIGHT NOW
Itemize
things
you
learned
for
ecommerce
Have
your
team
priori5ze
quick
wins
in
the
next
6
months
Rinse
and
repeat
every
6
months

15. THANKS!
TwiVer:
@ryangripp
Linkedin:
Ryan
Gripp
rgripp@h2oplus.com
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