Diapositivas presentadas por Lorna Diwa​, Program Manager Customer Experience Google Express, en el eCommerce Day Asunción 2015 en la plenaria "TRENDS PITCH ECOMMERCE I: eSHOPPING EXPERIENCE: ¿CUÁLES SON LAS MEJORES ESTRATEGIAS PARA APROVECHAR EL CANAL ONLINE EN LA VENTA DE PRODUCTOS A CONSUMIDORES FINALES?".

1. Hola y Hello!

2. A question for the crowd
Why does organ donation differ so dramatically between
the countries on the left, and the countries on the right?
Source: Dan Ariely

3. A question for the crowd – revealed!
At the DMV
Default for organ
donation consent is
unchecked.
The user must take an
action and complete a
form to become a donor.
Default for organ
donation consent is
already checked.
The user must take an action
and complete a form to OPT
OUT of becoming a donor.

4. Introduction: My work at Google
google.com/work
5M+ businesses have
signed up to using
Apps for Work globally
google.com/express
A new Shopping venture
for Google, same & next
day delivery in 7 US cities

5. Optimizing your online sales funnel
Awareness Consideration
Direct
Response
Prospect Customer Evangelist
I Engagement
Converting
visitors into
customers
IIAcquisition
Getting
people to
your site
Know your Business
Know your Users
!

6. Additional sales channel,
X% of sales are online
Know your business:
How much does online matter to you?
Discovery channel only,
0% of sales online
No offline business,
100% of sales online
“We want more people to find
us but our sales process is
best managed offline.”
“ We created our website to be
an additional channel for our
customers to buy from us.”
“Our audience and product is
best served 100% online.”
Key determining factors include
• Average product price point, customer spend and purchase support needed
• Frequency of repeat purchases, or subscription vs. one-time purchase model
• Ability to cross-sell and up-sell customers across products
!

7. Know your users!
How tech-savvy
are they?
How do they
currently shop?
What or who
influences them?
Where do they
discover new
products?

8. Getting people to your site: A quick overview
Letting people know
your business exists
I
Awareness Consideration Direct Response
Users evaluate the
product, ‘reminder’
Marketing
Driving the users to
take a specific call to
action
• Co-Marketing with affiliate brands who have the same target market
• Digital Marketing e.g. banners, targeted ads
• Out of home e.g. TV / radio commercials, billboards
• Email and direct mail
• Social media channels organic, paid
• Referrals make your customers work for you, and reward them for it
1 2 3

9. Identify your critical user journeys
Buyers want to be led
What is measured, improves
Test what you don’t know
4 Key Principles
for optimizing your sales funnel
1
2
3
4

10. Identify your critical user journeys1
• Searching your store for a
particular product
• Getting the price for a product
• Opening a product page
• Filling out credit card details to
make a purchase
• Setting up an account for the
first time
• Finding Support and contacting
your business
EverydayjourneysPivotaljourneys

11. Example: Getting a Google Apps quote1
40+ different ways to click, 9+ CTAs 1 clear user journey, 1 CTA

12. Buyers want to be led2
When users come to your site, they expect you to be the expert.
Transfer your best practices from offline, to lead them in the online world.
30+ clicks,
7+ CTAs

13. Created a single path with guided steps2
4 clicks,
1 CTA
1 2 3 4

14. Anything that is measured and watched, improves.
- Bob Parsons, Founder GoDaddy
”“
What is measured, improves3
Pg 1 Pg 2 Pg 3 Pg 4 (Signup)
100
%
16
%
30
%
19
%
The conversion rate from to signing up was 16%
]
]
-3%

15. This new KPIs led to new initiatives and increased
conversion from visitor to paid customer
3
Pg 3
Ready to go Google?
Call now: 1800 123 456

16. Test what you don’t know4
Design tests in such a way
that their results will help
you make business critical
decisions.
Sometimes tests emerge
from being faced with a
business problem
• Email volumes were 5x that of Google’s
standards, breaching our user policies.
• Email impact on revenue varied, at
times being <1%

17. (Just one of the) tests we ran to get there:4
Test 1:
• Hero Call To Action (CTA)
• Shop single products only
Test 2:
• Multiple, direct CTAs
• Intro ‘shop related items’
Test 3:
• Multiple, direct CTAs
• Text heavy, remove image
Additional to the below, we kept 25% of our users as a control group, receiving the original email.

18. The resulting single email had more revenue
impact than the three prior emails combined
4
Reduced to 1 x email per week and:
• +12% Click through rate (CTR)
• +32% Product purchase rate
• +35% Revenue per user

19. And, of course we default opted every user in :)

20. Appendix

21. Know your users
!

22. Acquisition:
Getting people to your site
I

23. Engagement:
Converting Visitors into Customers
II