The document outlines the agenda for the Screen Pages Ecommerce Forum in May 2017. The morning sessions will cover topics like commerce strategies, customer loyalty, and search marketing. The afternoon will include case studies, tips to increase online sales, and a panel discussion. Event sponsors are also acknowledged. The document provides an overview of Screen Pages and the ecommerce services and expertise they offer to clients. Tips shared for increasing online sales include getting new customers, engaging them, persuading purchases, easy checkout, and encouraging returns.

1. Screen Pages Ecommerce Forum
May 2017

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. 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. Event sponsors

5. #ecomforum2017
Get involved on social media with the hashtag

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. Some of our clients

8. E-commerce services

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. 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. E-commerce value-added and expertise
Go to https://www.screenpages.com/latest/white-papers for more

12. Tips to increase online sales

13. No silver bullets…
….it’s good old-fashioned hard work

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. Plan your attack
But first, plan your attack

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. Getting new customers
 Email
 SEO
 PPC
 Referrals (Sheerluxe emails)
 Affiliates
 Marketplaces
 Catalogues/lists
 Offline (e.g. PR)
 Retargeting

18. Getting new customers

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. Do your housekeeping in Google
1.
2.
3.

21. Good PR

22.  PR
 Catalogues
 Inserts
Offline marketing

23. Engaging Customers

24. Go Responsive

25. Mobile usage

26. Improve search

27. Think about navigation

28. Navigation

29. Articles, style guides [& video]

30. How to & tips

31. Persuading them to buy

32.  Desirable products
 Well presented
 Attractively priced
 Securely paid for
 Nicely delivered
 Communicated on every page
What makes a good proposition?

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. Personalise product recommendations

35. Reward your customers for purchasing

36. Reviews & ratings (social endorsement)
Onsite or offsite

37. Implement live chat functionality

38. Buying guides

39. Show your beautiful packaging

40. Making it easy to purchase

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. Increase payment options

43. Work on delivery options
 Standard delivery (free?)
 Next day premium
 Nominated day delivery

45. Getting them to come back

46. Invite people to sign up to newsletters

47. Make the most of your thank you page

48. Abandoned basket chaser
 13.3% of such emails are clicked
 35% of these clicks lead to a purchase
 AOV is 19% higher

49. Customise your order confirmation emails

50. Send out nice shipping confirmation emails

51. Keep an eye on your social media channels

52. Analyse and measure the results

53. Keep it simple
“The best website is the one that the
customer doesn’t notice”
Source: Screen Pages’ 5th E-commerce Forum, 2013

54. Bonus tip: pick the right platforms and agency
= LONG TERM PLATFORM GROWTH

55. 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

56. Thank you for listening
sarah.willcocks@screenpages.com