Simple steps to eCommerce success
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Thomas Möller, a senior product manager at 1&1, presented on simple steps to eCommerce success. He began with an introduction of 1&1 and discussed what eCommerce is and why businesses engage in it. The main part of the presentation covered dos and don'ts for building a successful eCommerce website, such as choosing the right domain, investing in proper hosting, focusing on strengths, and building trust. Möller concluded by emphasizing that an online shop requires many of the same considerations as an offline business.
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Simple steps to eCommerce success
- 1. Simple steps to eCommerce success Thomas Möller, Senior Product Manager ® 1&1 Internet Ltd. 2014
- 2. ® 1&1 Internet Ltd. 2014 2 Presenter Thomas Möller Senior Product Manager, 1&1
- 3. Connect with 1&1 Tweet us @1and1_UK Find us on 1and1UK #GetOnlineWorkshop #TBS2014 ® 1&1 Internet 2014 Page3
- 4. Quick introduction to 1&1 What is eCommerce? Why engage in eCommerce? Building a successful eCommerce website - DOs and DON’Ts Ask me anything Agenda
- 5. Established in 1988, 1&1 is a leading global web host Over 13 million customer contracts worldwide Over 19 million domain names managed Together with Fasthosts, UK’s No.1 web host with over 1 million customer contracts 6,900 employees, of which aprox. 2,000 are engaged in product management and development 1&1: Who are we?
- 6. eCommerce means eShop – right? There are many ways to engage in eCommerce Some people already have an offline business and want to use the internet as an additional sales channel… …others just want to sell online, but have no technical know-how… … and then there are those merchants who want to customise every code-line in their eCommerce solution. Which kind are you? eCommerce Marketplaces eShops SaaS Hosted Own website ® 1&1 Internet Ltd. 2014
- 7. Just in case you still need convincing… Makes Business easier Centre of the new economy You’re already online so own it Improves customer support Reduced costs Access to global opportunities
- 8. Just in case you still need convincing… There are 1.2 billon potential customers online globally The UK is the most active and fastest growing eCommerce market in Europe ® 1&1 Internet Ltd. 2014
- 9. So, how to be successful? Let’s talk about the DOs and DON’Ts ® 1&1 Internet Ltd. 2014
- 10. How do I know I’m successful? Home page – 100% Category page / Search results– 66% Product page – 42% Basket – 9% There are many KPIs one can use to measure success. The most relevant, however, is the conversion rate Conversion: 3% Derived from Internet World Business 06/2009
- 11. .com domain is the world's premier web address and is the global standard for doing business online. If you already have a website, use sub-domains This way you keep your search engine ranking SEO-wise, mywebsite.com will benefit from content added on shop.mywebsite.com DO choose the right domain ® 1&1 Internet Ltd. 2014
- 12. The offer .com usual price £10.99 Now £0.99 Buy today on the Verisign stand or visit 1and1.co.uk/bizshow
- 13. DO invest in proper hosting An eShop that’s offline doesn’t sell anything. 99.9 % availability is an industry standard. Don’t go for less. Frequent Backups are mandatory... ... so is good performance Waiting for a website to load is like standing in line at the till – nobody likes that, right? ® 1&1 Internet Ltd. 2014
- 14. DO NOT ignore basic layout rules Logo Customer Login / "My Account" Basket Payment Options Content Navigation Source: eResult, Imagery V, October 2012
- 15. DO offer a mobile-ready site More and more business are using mobile devices 50% of year-to-year mobile commerce growth in 2013 over 2012. ® 1&1 Internet Ltd. 2014
- 16. DO use Web Analytics Web Analytics help you analyse your customer’s behaviour on your website. Thereby they help to identify “conversion-killers” ® 1&1 Internet Ltd. 2014
- 17. DO NOT think customer service is optional Make it easy for your customer to get in contact with you... ... and listen to what they have to say. ® 1&1 Internet Ltd. 2014
- 18. DO focus on your strengths Your eShop should be as unique as your are Do you love to write? >>> Add a blog to your eShop Do you enjoy taking photos? >>> How about adding a photo gallery or extra-fancy product images? ® 1&1 Internet Ltd. 2014
- 19. DO NOT just focus on one marketing activity A mix of different measures is more prone to attract customers. Make a marketing plan Track your activities and their success. ® 1&1 Internet Ltd. 2014
- 20. Do make it easy to find content and products The categories of your eShop are like the aisles in an offline shop. Don’t send your customers into a maze. ® 1&1 Internet Ltd. 2014
- 21. DO make it easy to find content and products The search functionality is one of the most used features of any eShop – make sure yours is up to the task. ® 1&1 Internet Ltd. 2014
- 22. DO NOT break a promise Customers have to be able to rely on the information you provide them ® 1&1 Internet Ltd. 2014
- 23. DO use Cross Selling and Up Selling Sell more by listing alternatives and accessories for your products. ® 1&1 Internet Ltd. 2014
- 24. DO NOT leave your shop unprotected Keep your shop updated and utilize tools to increase security. SSL encryption is mandatory Whenever you handle customer data ® 1&1 Internet Ltd. 2014
- 25. DO build up trust Get certified Trust seals, such as SafeBuy or Trusted Shops, have shown to increase the conversion rate by up to 23.1 % Use strong brands Utilise the trust customers have in strong brands like PayPal, eBay or Google by offering their services in your eShop Source: ECC Cologne 2012
- 26. An eShop, while not as expensive as a retail shop, has many things in common with a traditional offline business. Always ask yourself: Would you buy in your eShop? Bottom Line ® 1&1 Internet Ltd. 2014
- 27. In all our sessions today we’ll provide you with all the details you need to make an informed decision Time Speaker Position Workshop titles 14:00 Thomas Moeller Senior Product Manager Simple steps to eCommerce success 15:00 Sandra Rios Head of Commercial Management Web hosting made easy – an intro to hosting and more 16:00 Katrina Douglas and Sean Elliott Head of Marketing UK, Marketing Editor UK (SMB) Setup, sell and succeed with 1&1 eShops What else have we got for you... ® 1&1 Internet Ltd. 2014
- 28. Thank you for your attention! Any questions? 28Page28® 1&1 Internet Ltd. 2014
Editor's Notes
- Katrina
- We will be live tweeting throughout the show so don’t forget to tweet us.
- Most people realise they need to get online, but what many are unsure of, is the web presence that’s right for them. Is it a social media profile? A do-it-yourself website builder, a blog or an eShop? Maybe even a web hosting package of some sort? This workshop is focused on eShops
- The internet has changed the way we live and do business, it really has made the world local and opened up a wealth of opportunities for businesses of all sizes, from the micro business to the corporate conglomorate It’s made business easier from, communicating, selling to delivering Your already online – via reviews, recommendations, comments on social media so you may as well own your online brand Improves customer service: 24/7 opening, ease of payment, offer more choice, provide online support/ info Reduce costs: automation, online processes, no bricks and mortar premises Global opportunities even if your small because the opportunity costs and barriers to entry are reduced
- .com £0.99 – 1and1.co.uk/bizshow Monthly webinars
- 99.9% availability is an industry standard Geo-redundancy as fail-safe
- The basket is always in the top right corner!!! Differeneces per country are possible (e.g. Arabia / Asia) The darker the color, the more people said, the element has to be there
- 99.9% availability is an industry standard Geo-redundancy as fail-safe
- Analytics help identifying conversion-killers
- 99.9% availability is an industry standard Geo-redundancy as fail-safe
- Social Media / Newsletters / Coupons / “Flash mobs” “Failure to plan is planning to fail”
- Relevant especially for own-administrated shops
- In all our sessions today we’ll provide you with all the detail