Redleafdigital - Notcutts - Ecommerce strategy and recommendations for strategic growth

Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross Sell
2nd
, 3rd
orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL


Cant see any Product listing ads

High SKU count – should be pushing out

Potting bench – competitive yet no presence

Who is?

Greenfingers, Greenhouse stores, Primrose..
PLAs (Product Listing Ads)

Google placing more
importance on them

Better conversion rates than
paid

Local shopping / C and
Collect / video etc


Using PLAs also enables working with Google approved companies
such as TrustPilot / Feefo

Feeding back product / service reviews based on shopping
experience

Increasing conversion rates and brand awareness on Google
Shopping

Greenfingers also using branded search alongside PLAs – extra
reach

Wyevale have 2,500 products – Notcutts?

Minimum would be rolling out top converting product trial
PLAs (Product Listing Ads)


No Affiliate program?

Missed opportunity for brand
growth

Missed opportunity for sales
and New customers

Missed opportunity for new
partners

Extra reach with SEO and Paid

Rollout with great comm rate

Latterly split new / existing
comm rates

Also integrate store for local
reach / Geo demographic
420k unique p month
Affiliate program
Use Tradedoubler
15% commission

Email signup

Email address sign up is buried

Why sign up? Give a reason

Test USPs vs Win spending spree etc

Overlay on home page and track uplift

Great chance to build database /
ECRM

Other Channels
CSE – competitive pricing so start using CSEs/ comparison sites – Shozilla /
Kelkoo etc
Retargetting - at product, category and basket level – test with GDN then
rollout eg criteo / struq
Pretargetting – identifying audience and match to low cost inventory buys
Marketplaces – aspirations? Ebay / Amazon / different trading shop? Brand
issues?
Bloggers – Outreach program to gardening / wildlife type bloggers – engaged
audience with brand plus good SEO traffic
Social – at present social not big part of the mix – drive up engagement with
followers with integrated campaigns / campaign calendar – poss use stores to
build local audience
Any new channels costed and modelled – increasing CPA and impact on
EBITDA / profit model – attribution management / LTV model

New Customers

Encourage new customer discounts across
recruitment

Discounts, offers, competitions etc

Use strategically when looking at weekly KPI

Homepage overlay

Tie in with recruitment

Sliders

4 sliders on homepage – why not trade each one rather than
Slider?

Have you tested? Favourite of UK sites not US

Studies show first slide accounts for 84% of visits – econsultancy

Consider – too many messages = no message, banner blindness,
test eg 3 statics vs 3 sliders
http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/

Christmas

Christmas still on top nav

Remove and trade off
January sale

Image issues with banners

Improve how category is
retailed – address in CMS

Range planning ?

New in?

Discounting / Trading

Review discounting logic /
guidelines

20% off everything – then takes me
to ½ price, 50% off, Save #3 etc

Confusing for customers – make
clear these are AFTER 20% OFF

Keep to one format?

Apply discount at checkout ATFold

Basket Drop Down

Basket drop down – good / best practice and obvious to customer

Add upsell message on drop down – Yoursclothing testing saw 10%
uplift in AOVs

Functionality already exists as a t checkout page but buried

Can be rolled out to 2 for 1s and more offers

CRO testing methodology

Category / product level logic eg one category may have different
rules vs another

Discounting / Trading

Can you look at more multioffers for out of season sale stock?

How much money making with postage added?

Loss making? If so non transactional and direct to in store offer only!!!

Store finder / Pages

Store finder is buried on home page

How much traffic comes to site and types store search terms? Analytics integral

If a lot consider revising header – customers want to find store as part of MCR
offer longer term

Doesnt stand out at present

Did this at TOFS after seeing high store search terms
Store pages - Great content – consider store FB/ blog etc – link in store content long
term C/Collect options plus

Gift Cards

How much traffic looking
for gift cards?

Cant find any online

Competition do sell gift
cards

Opportunity – tie up in
store and online

More ECRM
opportunities
PETS !!!
16 stores offer pets but no
mention on site – store pages
plus add pet content onto site
Eg rabbit guides on rabbit
hutch pages – and these
stores sell them...

Flower Builder

Build out attributes / competition do have / add to
homepage / CMS

Shade plants vs sunny plants etc

Attributes / Trading the site

As mentioned before
trade more offers on
homepage

Remove the Sage and
Delivery messages to
USP strip

Frees up offer space

Start looking at Mega
Deals

More attributes – 2 for ,
Online exclusives ..

Attribute buildout

At times attributes are basic – keep up with competition with additional
data for attributes – eg benches – colour, style, no of seats, bench size,
height etc

Also very beneficial for feeds / working with other partners

Fresh product

How often are new lines added?

If regularly, start trading on homepage, add new in logic to top nav (eg
in both categories for 2 weeks then drop out of new in)

Creates freshness and brings customers back - stickiness

USP strapline

USP strap needs to improve / agree and add strong strap to header – also
strap is at second level of site / category pages / not home.

Move Free delivery banner / Sage to strap and use space to trade more
effectively

Guarantees / Memberships

All USPs need to be collected and
promoted

This is a strong guarantee – why is it
buried?

FSC – are you members? Doesnt say

Sustainability – you could be shouting
this so much more – especially in
store

Out of stocks

Good practice – show
the product out of stock
as does not dilute
category

I have seen quite a few
so would want to review

TOFS - 68% OOS to
98% OOS – reports
daily / replenishment

Can you suggest
alternative?

Offer discount on
product if they give
email address and we
email out with discount

ECRM model – direct them to stock in
store (local branch) based on postcode

Returns

Can I return to local store? When I called I was advised I could? Maybe
this should be a bit clearer

Promotion codes

Try not to lose traffic – they have got this far so try and keep them

Test how much this used – most codes at present are not valid

What categories most redeem – if just a few then serve for these categories

Options

Place below fold

Only show to discount traffic – eg is working with affiliate / coupon sites

Remove box and add a Discount Offer email sign up

Sage prominence

Sage is showing below the fold – needs to be more visible

Move it up a bit next to order details - “Get another 10% off this price – join
our Sage club Wording needs to be more impactful and less wordy

Membership of Sage then integrated with normal checkout process – ie
minimum disruption to process

New Customer drop out

Checkout is self contained and progress bar which is best practice BUT could
be a big drop out in new customers at this point.

Assuming split of returning / new is 70 / 30, new customers get confused as
“New to Nottscutts” is below the fold

I suspect some drop out here …... Instead you should have a clearly laid out
New / Existing customer page.

New Customer dropout

ASOS - New to ASOS vs New customer registration

No Reviews

Plans for Reviews?

Crocus and Greenfingers both
have – standard

Customers expect interaction

Added to Yours and saw 3
star product plus conv
improvement

Great UGC also – plus
merch / product feedback /
SEO

No testimonials

No customer testimonials

Use your customers – get more UGC from
these

Add to homepage – 95% of our customers
rate us ..

Competition have great testimonials –
greenfingers

Search – potting sheds

Review Search functionality as some anomalies – refinements required for better
UX - “POTTING BENCH” pulling 125 items – All potting and all bench

Consider 3rd
party eg SLI sytems etc

Blog feedback

Great content – More great content
re the awards and feedback from
the blog – add it to a Blog
Testimonials / what our bloggers
say about us etc

Re blog, get more blogger
outreach and bloggers engaged
with brand – we di at Yours and
was huge success

Blog has 4 years of great content –
move to top of site for chance for
customers to sign up / more quality
inbound links / SEO etc

Product Pages

Possibly pull the P and P and be upfront re full price – test

Image – enlarge / overlay rather than zoom – worked better at yoursclothing

You may also like – should be populated by default – sometimes empty

Descriptions – could be better / some limited to a few bullets / attributes /
customer services

Make more of Sage price – bigger / more impactful?

Real time stock levels – can these be fed into the page? If so at local level
with Click and Collect?

Delivery – long lead times for today – can they be improved? 3-7 days, 5- 9
days, 14 days, - NEXT DAY?, SATURDAY?, NOMINATED TIME?

Product Pages
I have always been a fan of UGC – especially in retail. Let your customers
provide you with content and load that content onto the site – not just
reviews but link Customer Services to manage any Q and A plugins you
may want to embed

Great UGC

Good for SEO

Customer Services

Great for buyers /
improving content with
suppliers

Others ..

Plans for Verified by Visa? Expensive BUT
3DS reduced chargebacks considerably at
TOFS

“Dont forget you have added to your basket”
message upon returning after lost sessions

Adding the security logos to the
reassurance message in header?

Thanks for the order – how are we doing ?
Any feedback plugin?

Click and Collect

Deliver to Store offers

Paypal payment option?

ECRM

Signed up 5 days ago and no promo email yet – no welcome email
therefore I assume nothing in place aside from standard ad hoc blanket
emails?

Are email addresses being passed through as this can sometimes be the
issue
I have not received email from Greenfingers, Crocus or Wyevale yet too
Initial Focus
Review all current comms – auto and order based
Set up basic ECRM if possible
Welcome email
Abandoned basket email
Basic cross sell
Not purchased (x weeks)
Not purchaed (Yweeks)
Re-engagement after x weeks
File management
Key to this is understanding the customer file and trading rate of the base

Mobile

Not mobile optimised !!!

Nether are many of the competition

Poor conversions across mobile / checkout

Probably accounts for 40% of traffic?

Lost opportunity – address

Include mobile optimized email

Poor Brand experience

Possibility of lagging behind

“Mobile friendly site from Google

More companies now looking at 3rd
gen mobile
journey – landing pages / geo dem targetting
and checkout

Stores

No data capture as I could see

Older audience so perhaps difficul

Test data capture / EPOS at tillpoint / Yours

Incentivised data capture / staff incentivised / customers enter
raffle for spend in store etc

Order online – messy desk / no POS and no incentive / TOFS

Deliver to Store offers / Behind till point

Click and Collect – longer term / Additional pickup points etc

Education piece / Re-attribute sales / Yours / staff education etc

Geo demograophic targetting / Mobile Search / Mobile affiliates

Summary

Traffic – review all traffic channels and build out opportunity costed and
modelled. Currently looks like very little paid traffic

Trading – review process for trading / range planning / CMS etc plus
focus on any content enhancements. Deal of the week, countdown clocks,
offers etc

Convert – checkout is streamlined at present and not bad, enhance by
CRO testing a few changes – look at additional payment options, set up
conversion funnels at checkout. Address mobile immediately

Retain – Review all touchpoints, customer base, 2nd
orders, 3rd
orders,
email setup and draft proposal re requirements

Stores – understand long term C and C ambitions and MCR integration –
plus get stores on board with web?

Thank you for your attention!
Dominic Smith
Ecommerce Consultant
Www.redleafdigital.co.uk
E / dominic@redleafdigital.co.uk
T / 07849259033

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