A whistle-stop, rapid fire tour of e-commerce tips and advice that retailers can implement on their e-commerce websites based our experience working with the creative, marketing, and technical teams of hundreds of niche retailers. The talk will cover practical examples of ways in which you can increase traffic, improve engagement and conversions and generate more sales from retail websites.
9. ī§ Order confirmation page
ī§ Three questions
ī§ One text box
ī§ Surveymonkey ÂŖ26 p.m.
Surveys
10. Getting new customers
ī§ SEO
ī§ PPC
ī§ Direct
ī§ Referrals
ī§ Affiliates
ī§ Refer a friend
ī§ Catalogues/lists
ī§ Offline (eg PR)
ī§ Deals with similar brands
11. Getting new customers
Source Traffic Conversion ÂŖ per visit
Brand related searches 14.5% 6.3% ÂŖ4.45
Generic search 14.1% 1.5% ÂŖ0.55
Paid search 19.9% 3.4% ÂŖ2.74
Email marketing 20.6% 4.9% ÂŖ2.73
Referrals 10.5% 2.4% -
Average 3.9% ÂŖ2.64
13. SEO tips
ī§ Page titles
ī§ Meta data
ī§ Keywords in copy (& other places)
ī§ Sitemap
ī§ Itâs all about (interesting) content
Google: âSEO in Magentoâ
15. Quick content wins
ī§ Category page copy (hardest pages)
ī§ On domain blog (Wordpress, please)
ī§ Content pages optimised for target keywords
ī§ How toâĻ
ī§ Buying guides
ī§ FAQs
ī§ Ideas/inspiration etc
16. Social Media â pros & cons
ī§ Facebook Like & Tweet (or Share This)
ī§ Distribute your content
ī§ Make videos, host on Youtube & embed
ī§ Get a channel
ī§ But:
ī§ Ca. 1% of traffic & 0.1% conversion
ī§ Exception: âcausesâ
17. How to measure SEO
ī§ Organic search
ī§ Filter: exclude <your brand name>
ī§ Generic traffic is ca. 25%
Note: apportion ânot providedâ pro-rata
18. âĸ Case study
âĸ Holy Grail at the end of the âlong tailâ?
âĸ 3,729 search terms = 55% of sales
ī§ 5x increase in generic traffic in 6 months
ī§ Increase from 5% to 10% of total traffic
âĸ Looking good?
SEO â holy grail?
19. SEO â the truth
ī§ 6% of total sales (vs. 10% of traffic) = lower conversions & ROI
ī§ First page for âwatchesâ (negative ROI)
ī§ No. 5 âswiss watchesâ = 400 visits per month & no sales
My experience: build a brand.
25. % landings bounce%
Home page 39% 17%
Category page 22% 31%
Product page 19% 56%
i.e. not on the home page. Opportunity.
Where do visitors land?
37%
37%
26. Engaging customers
ī§ New/latest/sale
ī§ Promotions (regular & varied)
ī§ Content (lots of it) & photography (lifestyle)
ī§ Make your landing pages compelling (category/product pages)
ī§ Navigation
ī§ Categorisation is critical
ī§ Dropdowns (esp. multi-layered)
ī§ Filters (price, colour etc â but caveat)
ī§ Put your products in the ârightâ order
27. Special case: category pages
ī§ 25-50% of all entrances
ī§ 40-50% of all page views
ī§ Three roles:
ī§ Landing pages
ī§ Routing pages
ī§ Conversion pages (with add to basket)
ī§ Yet, sadly overlookedâĻ
28. Product pages
ī§ Copy
ī§ Photography/video
ī§ Call(s) to action / how to transact / service
ī§ Reviews/testimonials
ī§ Instructions
ī§ Delivery & returns
ī§ What if itâs not quite the right product?
ī§ What goes with this?
35. ī§ Desirable products
ī§ Well presented
ī§ Attractively priced
ī§ Securely paid for
ī§ Nicely delivered
ī§ Communicated on every page
What makes a good proposition?
39. Work on delivery options
ī§ Standard delivery (free?)
ī§ Next day premium
ī§ Nominated delivery
ī§ âĻ.and communicate them in the right places
43. Make it simple to purchase
ī§ Integrated payments (+ alternate methods)
ī§ No distractions (different header?)
ī§ Language & tone
ī§ Registration or not?
ī§ Example: âpay securely nowâ vs. âsubmitâ
44. How does it convert?
Quiz time:
which of these checkouts
converts best?
50. Getting them back
ī§ Conversion data
ī§ Surveys/Analytics
ī§ Trigger emails
ī§ Email marketing (once a week now, twice for VIPs)
ī§ Loyalty schemes
ī§ Catalogues
Recent survey
26% had 20%+ of traffic from emails.
20% had email traffic converting at 8%+
51. ī§ Build your email database
ī§ Those that do it well, benefit extremely well
ī§ It can performs at 4-7 times regular traffic
ī§ Emails are increasingly opened on mobiles
Guidance:
1. Design your transactional emails
2. Manage & update their content
3. Tag them for Google Analytics
Read this article:
http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database
Email marketing (best converting traffic)
54. Before you start
1. Agree & quantify business goal
2. Breakdown into key activities
3. Identify metrics for each activity set
4. Define activities to achieve the metrics
5. Measure results
âA goal without a plan is just a wishâ
55. Planning taps you can turn
New
customers
Existing
customers
Visits/traffic sources % increase % increase
Orders/conversions % increase % increase
Average order values % increase % increase
56.
57. Lingâs Cars ÂŖ35m
ââĻOn a website, you are competing with
You Tube, porn sites and Facebook. You are
not trying to out-bore your local council
website. So, open the energy taps, eat
sugar and get on with something exciting.
Split testing/focus groups etc, is just a fast
road to the lowest common denominator,
just as you see in politics; boring.â