Presentation from KBB exhibition February 2012

1. Ecommerce
Presented by
Daniel Rowles

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 in Perspective
?
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 Before Buying
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

9. Google Price Comparison

10. Coupons: Profit vs Data

11. Interactive Experiences
Video increased conversion
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 achieve Ecommerce
Bespoke development
Online system
1and1.co.uk
Ecommerce platforms
Magento

14. What is affiliate marketing?
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
Cookies are small pieces of code
which are “dropped” onto your
computer when you visit a site
EU Issues

16. The affiliate value chain 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 You Make the Most of it?
Test and Improve
Improved ROI – Upsell/Cross-sell
New places to sell

19. Conversion Marketing in Perspective

20. Visitors to Conversion
Total Visits
Non - Bounced Bounced Visits
Visits
Abandoned
Conversions

21. The path to ROI

22. Analytics packages
Main approach to web analytics
Page tagging
Common features and terminology shared by
most web analytics packages
Focus today on Google Analytics

24. Key measurements
Source of traffic
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
Long time spent on site/ high average page
views per visitor
Positive?
Engaging content
Interested visitor
Negative?
Difficult to navigate
Unclear conversion path

28. Setting goals

29. The Dangers of Last Click

30. Typical Path to Conversion

31. Page Optimisation
/B Testing
ultivariate testing
ntelligence reports

32. A/B Testing

33. Multivariate Testing

34. Rule for Magnificent Web Success
• For every $10 spent on analytics data
• Spend $90 on people to tell you what it means
• Avinash Kaushik - Google

35. Thankyou
danielrowles@me.com
@danielrowles
www.targetinternet.com