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KBB Ecommerce
This document provides an overview of ecommerce and digital marketing strategies. It discusses how most consumers now research products online before purchasing. Interactive experiences like product videos can significantly increase conversion rates. Affiliate marketing networks allow merchants to expand sales by paying affiliates based on performance. Google Analytics and other analytics tools help track traffic sources, visitor behavior, and goal conversions to optimize the customer journey from visit to purchase. Testing techniques like A/B and multivariate testing help improve page design and the path to conversion.
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KBB Ecommerce
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- 2. Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco,
- 3. Domestics 1 Hour • Ecommerce in Perspective • Available Tools • Traffic Acquisition • Conversion Marketing Handouts Questions
- 4. Show of Hands? Sells through their website? What percentage of business? Has bought anything online in last 3 months?
- 5. Digital Marketing inPerspective ? 82% of consumers research products before they leave the house ? Internet sales grew from 9.5% to 12.2% in 2011 Online shoppers can be encouraged to spend up to 30% ? more than showroom shoppers Over 60% of us buy online ? All Stats from http://www.google.co.uk/intl/en/landing/internetstats/
- 6. Introducing ZMOT –The Traditional Moments Of Truth http://www.youtube.com/watch?v=g40rrWBx2ok&feature=related
- 7. A Better Experience Better knowledge before buying Better prices Interactive experiences Better customer service Personalized experiences
- 8. Better Knowledge BeforeBuying 82% of online purchases sought others opinions Search engines love to push these opinions up in search results Someone like you, not just your friends
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- 11. Interactive Experiences Video increasedconversion rate by 44% Returnometer added reassurance Amazon has added 224,000 videos eMarketer study also showed that customers would stop the purchase process 2 times less when videos were available
- 12. Better Customer Service Online customer service offers increases ROI The Kitchen Group generated an increase of 304% in R.O.I. over 3 years using real-time assistance tools
- 13. How to achieveEcommerce Bespoke development Online system 1and1.co.uk Ecommerce platforms Magento
- 14. What is affiliatemarketing? Affiliate Affiliate Visitor goes Merchant Affiliate Gets Attracts Drives Traffic to Affiliate Makes a Sale Paid Traffic to Merchant Site Site Affiliates act as virtual salesmen for a merchant Instead of advertisers paying an advertising rate, they pay based on performance Sales are tracked via tracking software using cookies
- 15. How cookies work Cookiesare small pieces of code which are “dropped” onto your computer when you visit a site EU Issues
- 16. The affiliate valuechain with networks Affiliate networks act as an intermediary between merchants and affiliate sites They offer great, faster distribution for the merchant More business opportunities for the affiliate
- 17. Affiliate relationships Nurture Key Affiliates Set Initial Boundaries – Brand PPC Consider inbound link Telephone number issues 17
- 18. How Can YouMake the Most of it? Test and Improve Improved ROI – Upsell/Cross-sell New places to sell
- 19. Conversion Marketing inPerspective
- 20. Visitors to Conversion Total Visits Non - Bounced Bounced Visits Visits Abandoned Conversions
- 21. The path toROI
- 22. Analytics packages Main approachto web analytics Page tagging Common features and terminology shared by most web analytics packages Focus today on Google Analytics
- 24. Key measurements Source oftraffic Search engine, email campaign, direct? Volume of traffic Visitors, unique visitors, page views Quality of traffic Returning visitors, length of stay, bounce rate Goal conversion of traffic Sales, enquiries, advert clicks, sign-ups
- 25. Time on site Longtime spent on site/ high average page views per visitor Positive? Engaging content Interested visitor Negative? Difficult to navigate Unclear conversion path
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- 29. The Dangers ofLast Click
- 30. Typical Path toConversion
- 31. Page Optimisation /B Testing ultivariatetesting ntelligence reports
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- 34. Rule for MagnificentWeb Success • For every $10 spent on analytics data • Spend $90 on people to tell you what it means • Avinash Kaushik - Google
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