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Ecommerce Top Tips slides from the Oct 9th 2014 Ecommerce UK event
This document contains the agenda and summaries from various presentations at an Ecommerce UK event. The agenda includes presentations on ecommerce tips from representatives of companies like Practicology, La Perla, TrafficDefender, Sage Pay, Lyle & Scott, and Demandware. The summaries provide overviews of the presenters' discussions of topics like website usability, increasing online sales during peak periods, mobile optimization, and payment options.
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Ecommerce Top Tips slides from the Oct 9th 2014 Ecommerce UK event
- 1. Ecommerce UK EcommerceTop Tips Jeremy Wilson – COO Practicology Hashtag: #EcomTopTips WiFi network: ICAEW Guest Wifi code: Author1ty
- 2. Thank You The attendees, without you, we have no one to share insight with Presenters for sharing insight Tonight’s sponsors without whom this event wouldn’t take place: Demandware, Sage Pay and TrafficDefender Practicology team here tonight: Martin, Joanna, Mark, Lee, Raimundo, Sarah, Nicola, Lara, Beata, Craig, Andy, Stephanie and Laura
- 3. Thank You Thanks to Joanna for moderating Cathy Crawley, my co-host Jonathan Hall and Cranberry Panda for filming Antony Alexandrou for photography www.3aphotography.com
- 4. Agenda Introduction: JeremyWilson, COO, Practicology Presentations: • Joanna Perry, Head of Marketing, Practicology • Simon Hall Global Head of Ecommerce, La Perla, • Steve Vorley, Product Manager for TrafficDefender, Intechnica • Donna Dobson, Senior Manager, Sage Pay • Will Dymott, Head of Ecommerce, Lyle & Scott • Jamie Merrick, Head of Innovations, Demandware • Martin Francis, Director of Online Trading, House of Fraser Q&A The bar
- 5. Joanna Perry Headof Marketing Practicology
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- 7. Methodology Thedesktop experience is still crucial Each site was evaluated in September 2014 We looked at site performance, the end-to-end customer journey as well as how customer-centric the fulfilment proposition is We focused on the UK websites of each retailer and assumed we were a consumer in the UK
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- 11. Site search andfindability
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- 13. Product descriptions –remember SEO
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- 20. Download the reporthere www.practicology.com/website-usability-report-2014 joanna@practicology.com @practicology 020 7323 0539
- 21. Simon Hall GlobalHead of Ecommerce La Perla
- 22. eCommerce Top Tips Simon Hall @halled 07811 217 445 Simonhall71@yahoo.co.uk
- 24. eCommerce: 5 Steps Who is our customer? How do we find them? Do we have what they want? The experience Delivery & C/S Repeat/Ch urn/ Data
- 30. Simon Hall @halled07811 217 445 Simonhall71@yahoo.co.uk
- 31. Steve Vorley ProductManager for TrafficDefender Intechnica
- 33. Christmas Peak Trade– an anonymised example £233,412,000 generated through online sales in the 5 weeks leading up to 28th December 2013 1 second slower for an hour = £8,891 lost 1 hour of downtime = £44,594 lost *Based on average UK online basket size of £49, 15 trading hours per day, average abandonment decay of 2% between 3 and 4 second load time
- 34. Multichannel fashion retailer,part of N Brown Group The challenge Marketing wanted to increase public awareness of JD Williams brand Invested in prime time TV advertising slots starring Lorraine Kelly 2 months to prepare for 40-50 times spike in traffic to the website an maximise the opportunity
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- 36. The result When traffic level was below the defined threshold, traffic passed through to the website as normal After X Factor advert, traffic spiked to 42x baseline within a minute Main site stayed fast and stable for existing visitors – 670 new visitors queued for up to 1 minute 30 seconds before passing through to main site once capacity freed up Once on the site, visitors stayed for longer than before Site stayed up, revenue streams stayed open
- 37. How do weget it (before Christmas)? Three easy steps 1. We’ll work with you to understand your needs: i. How much concurrent traffic your website can handle ii. How many visitors you’re likely to queue up at any given time iii. The right TrafficDefender license to fit your business 2. You point your DNS at TrafficDefender 3. Up and running within minutes
- 39. Donna Dobson SeniorManager Sage Pay
- 40. Are you ready for Xmas 2014?
- 41. Are you readyfor Christmas? Introductions Are you ready for Christmas? 09 October 2014 41
- 42. Last Year Recap Christmas 2013 Are you ready for Christmas? 09 October 2014 42
- 43. Tips for Christmas Cyber Monday 2014 Are you ready for Christmas? 09 October 2014 43
- 44. Measure, Measure, Measure Are you ready for Christmas? 09 October 2014 44
- 45. Drop-outs Are youready for Christmas? 09 October 2014 45
- 46. A Variety ofPayments Are you ready for Christmas? 09 October 2014 46
- 47. UK Consumer Choice 40% think its important to have a choice of shopping channels 40% use 3+ channels to make a purchase 29% of smartphone owners have made a purchase using their mobile 69% of tablet owners make a purchase once every month Are you ready for Christmas? 09 October 2014 47
- 48. Mobile Optimisation Areyou ready for Christmas? 09 October 2014 48
- 49. A Slick Checkout Are you ready for Christmas? 09 October 2014 49
- 50. Fraud vs Usability Are you ready for Christmas? 09 October 2014 50
- 51. Future of Payments Top consumer payment predictions for 2025 Are you ready for Christmas? 09 October 2014 51
- 52. Are you ready? Summary • Christmas online spending predicted to increase • Measure where your dropouts are occurring • Remove friction • Consider mobile optimisation & apps • Watch out for Fraud • Lots more tips available in our Seasonal Guide Are you ready for Christmas? 09 October 2014 52
- 53. And Finally donna.dobson@sagepay.com @donnacdobson Are you ready for Christmas? 09 October 2014 53
- 54. THANK YOU! Areyou ready for Christmas? 09 October 2014 54
- 55. Will Dymott Headof Ecommerce Lyle & Scott
- 56. Ten top tipsfor a tip top Christmas Incorporating cock-ups I have made so you don’t have to...
- 57. Lyle and Scott • Founded 1874
- 58. Lyle and Scott • Been at the forefront of fashion ever since. 1890’s 1950’s 1960’s 1920’s 1970’s 1980’s 2000’s Today
- 59. About Lyle &Scott • Today we are worn by celebrities both big and small
- 60. This is whatit’s all about Black Friday weekend Sale Launch (Xmas Eve) Rubbish Weather in Scotland
- 61. On to mytop 10 tips.
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- 63. In the styleof Professor Henry Higgins
- 64. Piss poor plann makes for poor per ing formance!
- 65. Planning • Promotions • Delivery – last orders • Contingency / weather / strikes • Staffing – call centre & warehouse • Photography • etc. etc. etc...
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- 67. Communication •Don’t keepyour plans to yourself • Warehouse • Call centre • Merchandising • Technical platform support • Key dates and estimates of demand
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- 69. Black Friday •November 28th – December 1st • It’s contagious with more and more UK retailers taking part • Too big to ignore. • Last year 1,500 retailers on the AWIN network saw their sales lift by over 1/3 on the previous year. • Don’t forget last year Natwest / RBS systems crashed, which suppressed demand.
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- 71. Reactivate Gift Buyers • Look for customers who buy only at Christmas time • Especially those with different shipping addresses • Send personalised emails • and recruit new ones • targeted ads • landing pages • etc...
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- 73. Tech lock down • Do not make any technical changes to your systems at peak unless it’s an actual emergency. • Re-populating sale categories on Christmas day doesn’t go down well!
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- 75. Make it easy • Gift Categories • Gift Wrap • Gift Delivery – paperwork to buyer • Gift Messaging • Optimise internal search
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- 77. Clear reassuring messaging • Delivery date cut off (If possible Geo targeted) • Extended returns • Delivery options (With updated ETA dates)
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- 79. Click & Collect • John Lewis predicting click & collect will overtake home delivery this Christmas. • If you don’t have your own or a limited store estate use a 3rd party • Customers want convenience and reassurance.
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- 81. Sale – don’tmiss the boat • Sales are starting earlier and earlier. • Do not loose out on wallet share. • If it’s going to be in the sale anyway why not reduce early?
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- 83. Don’t b***s itup • Do you want to be remembered as the brand that ruined Christmas? • Keep your eye on the ball • Monitor the warehouse to ensure orders are being dispatched on time. • Keep nimble & flexible • Under promise and over deliver
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- 85. Have a lovelyChristmas Thanks for listening @willdymott /willdymott
- 86. Ecommerce UK Q&A Thank you for attending – please join the Ecommerce UK group on LinkedIn if you are not already a member www.practicology.com/website-usability-report-2014
Editor's Notes
- #2 Follow us on Twitter at @ecommerceli and use the hashtag #EcomTopTips if you tweet tonight. Please don’t feel the need to turn off your phones, but do put them on silent. Help yourself to the food and drink out on the tables.
- #5 Mention that Will will be joining Practicology in November
- #7 Our new desktop site usability report launches tomorrow and I’m going to give you a brief overview of the findings, focusing on some of the issues that you could still change in time for Christmas, and also some things to consider for your development roadmap for 2014. This report is available for download from our website tonight, or if anyone wants to hand me their card afterwards I’ll email you a copy tomorrow.
- #8 Site search, site merchandising, product information, delivery information and options, social commerce, the basket and checkout process We published a separate report on Mobile Site Usability in April this year, and if you are interested in this see me afterwards and I will arrange to send you a copy
- #9 You’ll need to download the report to look at the full 25 – but here is the top 5. We used a scoring sheet with a maximum of 70.5 points this year, and House of Fraser scored the highest at 57. Our bottom scoring site was Sainsbury’s Non-food with 37.5 points.
- #10 In general UK retailers are pretty strong on using their homepage to demonstrate their expertise in the products they sell, provide calls to action and some also merchandise specific products or offers. ASOS is now taking this one step further with stylist live chat available in the afternoons and early evenings. Each stylist has a profile on the site as well as links to their social media feeds and it looked pretty popular when we visited the site on a weekend afternoon.
- #11 I love this. We are seeing more brands using clickable / shoppable video – and here is one example from House of Fraser’s homepage last month. The takeaway is that inspiration is moving on from editorial style content and becoming more interactive
- #12 If there is one takeaway on findability from this research and our mobile report from earlier this year it is that your search really needs to serve customers. If you are using the same search technology for desktop and mobile visitors this is definitely the case as search becomes a more important tool on mobile. Here we have Asda Direct’s site showing how many results for each term to stop customers going down blind alleys Boohoo’s site showing why type-ahead search is important if your search terms are complicated – maxidress, croptop, jumpsuit etc – and B&Qs site which provides type-ahead results and merchandises products with pictures.
- #13 This looks like a pretty boring slide, right? I haven’t come across a product description this poor for a long time, but this is from Sports Direct’s site in September. As the report says, even if you don’t care about your customers enough to provide product descriptions, do it for the SEO benefit!
- #14 If anyone is on Google tonight searching for a 453105 they are in luck, Sports Direct is selling them, probably for a good price too. The top natural result in Google too. Look at all the free publicity gained by this excellent product description!
- #15 The report reminds retailers that you cannot just set up intelligent merchandising systems and then leave them. If you want them to deliver then you need to be looking at the results regularly. Here’s a Boots product page – I was looking at a nail varnish set. Now I can’t imagine that there are many Boots’ customers who looked at this product and then went on to buy a caddy for their walking frame. You can’t blame the system, it’s just using the data it has got to work with, so you need to use common sense too…
- #16 And this looks like common sense from Amazon. Not only does it merchandise relevant product but lets customers add the bundle to their basket without needing to move between different product pages. Amazon was one of our biggest risers in the ranking compared to last year, and it’s attention to detail like this that meant it scored highly.
- #17 Many retailers have added social sharing buttons to their product pages. This allows your customers create free advertising for you. If they are signed in to their social accounts on the computer already it is pretty seamless. Here’s an example from New Look. It’s pretty good, but you can see it pulls in the product description and some of that info isn’t the type of copy you would put in an advert – so you should check what the social posts pull in and make sure that your metadescriptions and product descriptions are really selling the product. That’s one you’ve got time to do for Christmas if you haven’t already.
- #18 Some more on social. Very is incorporating what we call social proof into its product listings. Now there are no reviews for this product, but this provides extra evidence to customers that this is in demand and creates a sense of urgency for a browser who may not have been ready to make a purchase decision yet.
- #19 Here’s another nice example from New Look in the bag. Now it doesn’t allow you to select your delivery option in the bag and have the delivery cost added – but it does point out how much more you’d need to spend to get free delivery. It also highlights its Live Chat service here. We found other sites where Live Chat popped up when it thought you wanted help, but otherwise you might not realise that the service was there to use. This gives the customer the option of whether they want to use it at a point where they may otherwise abandon their purchase
- #20 Currys guest checkout makes it really easy for first-time customers and I like that you can sign up for marketing emails without registering too. Six sites offered guest checkout this year. It’s good to offer if you use the same checkout for mobile as inputting details on a mobile is infinity harder. It turns the checkout process on its head a little, getting the customer through the checkout before worrying about sign-up and creating passwords etc.
- #33 Tom – Introduction, Background on roles , Intechnica and Guest Speaker – High level agenda Backgorund /Need Product/ How it Works Case Study
- #34 Large Multi Channel retailer (actual Figures) – amazing success but high risk and big impact on the whole business
- #38 Non intrusive , supper quick install NO CODE CHANGES , NO Infrastructure Changes Just point your DNS at traffic defender
- #39 Tom – Introduction, Background on roles , Intechnica and Guest Speaker – High level agenda Backgorund /Need Product/ How it Works Case Study
- #42 Commentary around Sage Pay
- #45 How many have a bricks & morter store? If you saw people putting down their shopping baskets and leaving the store, would you ignore this? Or would you do something about it? Problem is, are you monitoring drop-outs on your e-commerce store? So our first tip is to measure, measure and measure again what is happening on your own webstore Where are you losing potential customers?
- #46 From our own research, we identified some of the most likely places for shoppers to drop out of the buying cycle. So how can you mitigate these – info from the PLR
- #47 How many have a bricks & morter store? If you saw people putting down their shopping baskets and leaving the store, would you ignore this? Or would you do something about it? Problem is, are you monitoring drop-outs on your e-commerce store?
- #48 Helping businesses that use Drupal & Sage Pay to run their entire retail operation through one back office = omni-channel Research from the Payments Landscape Report shows that customers are already omni-channel & so now our solutions need to be. Channel = smartphone, tablet, laptop, computer, over the phone, by post etc
- #52 What will the payment landscape look like in a decade? Taking note of consumer preferences (as in this slide) and closely monitoring emerging technologies (e.g. Apple Pay) will give businesses the best possible chance of future proofing their brand. About Apple Pay from Chris Wade: “It isn’t necessarily going to change Sage Pay’s world overnight but it does point to a continuing change in the way we will pay for things in future“
- #61 This period represents 45% of my revenue for the year.