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1. Screen Pages Ecommerce Forum May 2017 - Sarah Willcocks

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Tips on how to increase your online sales.

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1. Screen Pages Ecommerce Forum May 2017 - Sarah Willcocks

  1. 1. Screen Pages Ecommerce Forum May 2017
  2. 2. Agenda - morning Breakfast and Registration 9:45 to 10:00 Welcome, intro and agenda - Sarah Willcocks, Screen Pages 10:00 to 10:40 Commerce Everywhere - Alicia Cornell, Shopify Plus 10:40 to 11:20 Is customer loyalty a notion of the past? - Charlie Casey, LoyaltyLion Break for Tea/Coffee 11:40 to 12:20 If they search, they must shop! - Nilay Oza, Klevu 12:20 to 12:45 Consumer Trends - Alastair Stirling, Google Break for Lunch
  3. 3. Agenda - afternoon 13:30 to 14:10 Hitting the Mark - Skip Fidura, Dotmailer 14:10 to 14:40 Defining Website Requirements - Rob Peterkin, Screen Pages 14:40 to 15:20 Search Mktg and SEO - Dan Richardson, Not just SEO Break for Tea/Coffee Follow us on twitter 15:40 to 16:10 Case Study - Saif Pathan, CafePod and James Dunford Wood, Ometria 16:10 to 16:30 Tips to Increase Online Sales - Sarah Willcocks, Screen Pages 16:30 to 17:00 Panel with Q&A from Audience Networking with drinks and nibbles
  4. 4. Event sponsors
  5. 5. #ecomforum2017 Get involved on social media with the hashtag
  6. 6. Screen Pages key facts  UK based, privately owned, profitable business  Proven track record in fashion, lifestyle, charity and B2B verticals  All staff are trained and certified  300+ e-commerce websites since 1997  Substantial collective e-commerce website experience (ca. 100 yrs)
  7. 7. Some of our clients
  8. 8. E-commerce services
  9. 9. Our philosophy to website building  Best practice e-commerce  Bespoke/customised websites  Professionally designed, specified & constructed  Heavily content-managed by you  Functionally rich/complex + integrated with ERP/back office  It’s going to be changed almost as soon as it’s live  Fast, reliable & scalable  Apply the highest security standards
  10. 10. Professional support ongoing  Comprehensive SLA  No quibble error correction  Technical support and assistance  Change management  Version control  Separation of development and production environments  Release procedures  Testing and quality assurance  Secure coding practices  Password management practices  Project management
  11. 11. E-commerce value-added and expertise Go to https://www.screenpages.com/latest/white-papers for more
  12. 12. Tips to increase online sales
  13. 13. No silver bullets… ….it’s good old-fashioned hard work
  14. 14. It‘s all about the basics  Getting new customers  Engaging them  Persuading them to buy  Making it simple to check out  Pursuading them to return
  15. 15. Plan your attack But first, plan your attack
  16. 16. Smart goals  Agree & quantify business goal  Breakdown into key activities  Identify metrics for each activity set  Define activities to achieve the metrics  Measure results “A goal without a plan is just a wish”“A goal without a plan is just a wish”
  17. 17. Getting new customers  Email  SEO  PPC  Referrals (Sheerluxe emails)  Affiliates  Marketplaces  Catalogues/lists  Offline (e.g. PR)  Retargeting
  18. 18. Getting new customers
  19. 19.  Invest in a good platform  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 Read this article: https://www.screenpages.com/latest/white-papers/top-tips-to-expand-your-database Email marketing (best converting traffic)
  20. 20. Do your housekeeping in Google 1. 2. 3.
  21. 21. Good PR
  22. 22.  PR  Catalogues  Inserts Offline marketing
  23. 23. Engaging Customers
  24. 24. Go Responsive
  25. 25. Mobile usage
  26. 26. Improve search
  27. 27. Think about navigation
  28. 28. Navigation
  29. 29. Articles, style guides [& video]
  30. 30. How to & tips
  31. 31. Persuading them to buy
  32. 32.  Desirable products  Well presented  Attractively priced  Securely paid for  Nicely delivered  Communicated on every page What makes a good proposition?
  33. 33. Persuading visitors to buy  Remember to describe your customer service offering and USPs  Invest in slick delivery  Communicate your returns policy  Don’t forget to package nicely  Train your customer service staff
  34. 34. Personalise product recommendations
  35. 35. Reward your customers for purchasing
  36. 36. Reviews & ratings (social endorsement) Onsite or offsite
  37. 37. Implement live chat functionality
  38. 38. Buying guides
  39. 39. Show your beautiful packaging
  40. 40. Making it easy to purchase
  41. 41. Think about your checkout  Integrated payments (+ alternate methods)  No distractions (different header?)  Registration or not?  Language & tone  Example: “pay securely now” vs. “submit”
  42. 42. Increase payment options
  43. 43. Work on delivery options  Standard delivery (free?)  Next day premium  Nominated day delivery
  44. 44. Getting them to come back
  45. 45. Invite people to sign up to newsletters
  46. 46. Make the most of your thank you page
  47. 47. Abandoned basket chaser  13.3% of such emails are clicked  35% of these clicks lead to a purchase  AOV is 19% higher
  48. 48. Customise your order confirmation emails
  49. 49. Send out nice shipping confirmation emails
  50. 50. Keep an eye on your social media channels
  51. 51. Analyse and measure the results
  52. 52. Keep it simple “The best website is the one that the customer doesn’t notice” Source: Screen Pages’ 5th E-commerce Forum, 2013
  53. 53. Bonus tip: pick the right platforms and agency = LONG TERM PLATFORM GROWTH
  54. 54. Q&A for the Panel  Skip Fidura, Client Services Director, Dotmailer  Martyn Boddy, Head of Agency Partnerships, Shopify Plus  Saif Pathan, Head of Ecommerce, CaféPod  Nilay Oza, CEO, Klevu  Charley Casey, co-founder/CEO, LoyaltyLion  Steve Brown, Owner, Mikes Dive Store
  55. 55. Thank you for listening sarah.willcocks@screenpages.com

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