The document outlines significant trends in internet marketing and e-commerce from 2010 to 2013, highlighting the importance of customer relationships, effective use of analytics, and user-centered design for optimizing conversion rates. It emphasizes the role of personalized experiences, mobile commerce growth, and the impact of social media on consumer trust and engagement. Additionally, it discusses the need for efficient navigational structures and effective merchandising strategies to enhance the online shopping experience.

1. Some
interes+ng
technology
trends
2010
–
2013
30
January
2009
Andrew
Braun

2. “Internet
marke+ng
is
s+ll
in
its
infancy.
Too
much
aDen+on
has
been
given
to
digital
adver+sing
and
not
enough
to
the
crea+on
of
loyal
customer
rela+onships,
which
are
especially
valuable
in
the
“one
click”
purchasing
environment…The
true
power
of
internet
marke1ng
is
the
ability
to
interact
to
develop
superior
customer
knowledge
and
real-­‐1me
rhythm
to
significantly
build
one’s
business.”
Rick
Braddock,
Chairman
and
CEO,
FreshDirect
2

3. (17)
CRM
and
web
analy+cs
tools
assist
us
to
beDer
understand
our
customers,
as
we
can:
Build
user
profiles,
define
user
segments,
market
to
segments
,
create
micro
segments,
spend
more
on
micro
segments,
which
assists
us
to
op+mise
our
marke+ng
spend3

4. • Customisable
dashboard
to
highlight
key
metrics
relevant
to
different
audiences.
• Alerts
can
be
established
to
no+fy
the
user
that
targets
have/have
not
been
met.
• Sales
funnel
reports
are
one
of
the
most
Site
Analy1cs
tools
important
analy+c
reports.
• Sales
funnel
reports
uncover
leakage
or
abandonment
in
the
shopping
cart
process.
• These
reports
also
highlight
how
customers
are
interac+ng
with
the
shopping
cart
–
how
they
are
entering
and
exi+ng
and
where
they
go
to
next.
• Providing
the
business
with
an
opportunity
to
address
abandonment
issues
and
increase
conversion
efficiency.
On
any
given
page,
where
are
our
customers
clicking?.
Dark
red
areas
=
Most
frequently
clicked
areas
4

5. Which
test
won?
(A/B
tes+ng)
Var
A:
Right-­‐side
Add
to
Cart
Var
D:
Le<-­‐side
Add
to
Cart
1.9%
Click
through
rate
2.2%
Click
through
rate
Purchases
li,ed
nearly
16%
Website
analy+cs
tools
+
a
technology
environment
that
allows
for
tes+ng
=
user
centered
design
=
more
revenue
5

6. Example
real-­‐
+me
dashboard
that
could
be
built
for
COL
TESCO brings business intelligence to more users
Tesco has begun building a new analysis system that allows more users across its
operations to work with data warehouse information. The new solution, which is based
on Microstrategy software (which Coles has), will not only be deployed in
the head offices but also in the stores. Dedicated dashboards for the
outlets will support the store managers with information about their performance.
Tesco has been running a Teradata data warehouse since 1998.

7. Searchandising
85%
of
top
80
e-­‐commerce
businesses
have
sor1ng
and
filtering
capabili1es
on
search
results
(8)
7

8. Customers approach purchasing a
product on an e-commerce website
in one of 3 modes (19):
1. They know exactly what they
want - the search box plays the
predominant if not exclusive role
2. They have some idea of what
they want - Search gets the
customer started but navigation
using filters is necessary to
narrow down the choices to the
ones that meet the customer’s
needs
3. They have no idea, and are just
find-a-bil-i-ty n browsing to see if anything
a. The quality of being locatable or navigable catches their eye - Here a customer
b. The degree to which a particular object is easy to is wandering around, department
discover or locate by department, as they would do in
a physical store. A good
c. The degree to which a system or environment supports
navigation & retrieval navigational category
structure is the best way to
provide customers with a clear
On the web, and specifically for e-commerce sites, understanding of what you sell
findability means how easy is it for a shopper to
find the product they are looking for. (19) 8

9. Make
it
personal
and
empowering
Home
page
needs
to
accommodate
all
types
of
users
(7),
e.g.
• Explorer:
has
purpose
in
mind,
conversion
probability
low
to
medium
• Hunter:
Brand
or
product
in
mind,
conversion
probability
medium
• Tracker:
knows
exactly
what
they
want,
conversion
probability
high
9

10. Needs
based
merchandising:
microsites
and
brand
bou+ques
www.zappos.com
www.ebay.com
Hugo
Boss
brand
bouGque
10

11. A
picture
(or
video)
tells
a
thousand
words
60%
of
the
top
80
e-­‐
commerce
retailers
have
advanced
picture
capabili+es
(e.g.
Zoom)
and
“of
those
using
alterna+ve
images,
49%
rated
them
very
effec1ve,
while
80%
of
retailers
planned
to
make
them
an
investment
priority
for
the
next
12
months.”
(18)
11

12. Amazon: "The product detail page is where all buying traffic is driven.
Amazon has amazing systems that focus on moving traffic to the product detail
page so buyers can make a purchase decision. Having the same item sitting in two
or three different places (Auctions and zShops) wasn't good for our customers“
12

13. Cross-­‐sell,
up-­‐sell
“you
are
$X
away
from
free
shipping”
“More
from
this
(category,
brand,
“Recommended
products”
author,
arGst)”
“You
may
also
like”
8%
increase
in
sales
when
used
on
products
pages
3%
increase
when
used
on
order
pages
6%
increase
when
used
on
card
pages
15%
increase
when
used
in
call
centre
8%
increase
when
used
in
EDMs
“Frequently
bought
together”
“Customers
who
viewed
X
also
viewed”
“Customers
who
bought
X
also
bought”
Shopping
cart
recommenda+ons
is
used
by
55%
of
top
80
online
retailers
(8)
13

14. Naviga6on
only
when
you
need
it
Let
the
content
BE
the
interface,
and
all
interac+ons
should
fall
naturally
around
it,
enabling
direct
manipula+on
or
in-­‐line
naviga+on.
A
focused
UI,
especially
when
an
item
requires
a
make
complex
decision
making
process
or
offers
many
customizable
op+ons,
can
help
increase
revenues
by
up
to
40%,
while
shortening
the
sales
cycle
by
75%.
(20)
14

15. (25)
Watching
online
videos
on
sites
like
YouTube
is
more
prevalent
than
the
use
of
social
networking
sites
15

16. Video
in
ecommerce
Shop
Direct,
the
UK’s
leading
online
and
home
shopping
retailer
selling
a
huge
range
of
fashion,
footwear,
home
and
leisure
products,
recently
produced
and
added
over
1500
videos
onto
their
nine
eCommerce
sites
driving
double
digit
conversion
increases.
Their
implementa+on
was
well
integrated
and
complementary
to
product
imagery.
click-­‐to-­‐buy
16

17. Convergence
of
internet
and
TV
17

18. GENERAL
ONLINE
CONSUMER
TRENDS
18

19. Every
second
counts:
consumers
will
not
wait
• Users
expect
pages
to
load
in
under
4
seconds
(5)
• Google
is
likely
to
place
page-­‐load
performance
higher
in
the
list
of
criteria
for
its
ever-­‐changing
algorithms.
(11)
19

20. The
largest
retailers
con+nue
to
focus
on
enriching
and
refining
the
checkout
process
(8)
with
an
es+mated
79%
of
retailers
priori+sing
a
Checkout
process
redesign
in
2010
(4)
Google
Checkout
is
Forrester
Research
a
fast,
secure
reports
that
23%
of
checkout
process
that
helps
increase
customers
sales
by
bringing
abandon
at
you
more
customers
and
checkout
if
they
allowing
them
to
are
asked
to
buy
from
you
quickly
and
easily
register.
with
a
single
login.
20

21. Ebay
core
value
proposi+on
is
TRUST
(7)
• Trus+ng
sellers
and
buyers
• Trus+ng
product
informa+on
is
accurate
and
clear
• Trus+ng
they
have
a
resource
if
something
goes
wrong
User
Generated
Content
(ra+ngs/reviews,
ask
&
answer,
stories,
blogs,
tweets)
aids
TRUST
(7)
80%
of
reviews
are
+ive,
with
avg.
ra+ng
is
4.3
out
5
Drives
more
sales
176%
increase
in
conversions
for
top
rated
categories
36%
increase
in
AOV
for
those
that
sorted
by
ra+ngs
42%
increase
conversion
for
EDMs
Percent
who
share
experiences
directly
with
company
went
down,
while
percent
who
sha
re
via
social
network
doubled
(9)
Product
ra+ng
&
reviews
is
offered
by
59%
of
the
top
80
e-­‐commerce
businesses
(8)
21

22. Recipe
websites
and
blogs
take
off..
Source:
hDp://www.slashfood.com/2009/03/20/do-­‐you-­‐use-­‐a-­‐recipe-­‐when-­‐making-­‐dinner/
More
comments
at:
hDp://www.epicurious.com/ar+clesguides/blogs/editor/2009/03/dinner-­‐without.html#more
22

23. Only four out of 10 people who regularly
prepare their households' meals use a recipe at
least once a week, according to the NPD Group,
which surveyed 3,000 adults as part of its
Kitchen Audit.
However,
research
shows
that
when
making
dinner
we
usually
just
wing
it
(21)
In a year's time, 90 percent of people
will make a dish using a recipe…and
a cookbook that's been in the home at
least two years will be our main
source.
23

24. General
merchandise…where
should
we
focus?
In
the
past
3
months,
what
items
have
you
purchased
on
the
internet?
(24)
2008
2005
(24)
24

25. MOBILE
INTERNET
25

26. Don’t
just
think
iphone,
think
PHONE
(26)
65%
have
access
to
a
3G
network
26

27. Mobile
commerce
More
than
70
million
people
in
the
US
will
access
the
Internet
from
their
mobile
phones
in
2009.
So
it’s
no
surprise
that
retailers
such
as
1-­‐800-­‐FLOWERS,
Amazon,
Ralph
Lauren,
Sears
and
toys-­‐R-­‐Us
have
launched
mobile
commerce
programs
so
they
can
be
where
their
customers
are.
27

28. “The
always-­‐on,
always-­‐with-­‐you
nature
of
mobile
phones
will
allow
them
to
become
the
connecGve
Gssue
that
unlocks
the
fundamental
power
of
personalizaGon
in
retail,
linking
together
online,
in-­‐store,
Federated
IdenGty,
purchase
history
and
social
media
interacGon
all
within
one
plaWorm.”(22)
28

29. 29

30. “Our
head
of
Social
Media
is
the
customer”
–
McDonald’s
Click
to
play:
hDp://www.youtube.com/watch?v=ypmfs3z8esI
30

31. Specials,
events,
vo+ng,
links
to
their
website,
331,000
fans!
coupons
+
Fastest
growing
more
brand
Facebook
site
ever
31

32. Psst…email
is
the
s+ll
largest
social
media
plaworm
Gen
Y
respondents:
hDp://blog.socialtwist.com/tellafriend/social-­‐media-­‐sharing-­‐trends-­‐2009
32

33. “It
is
especially
important
for
leading
brands
to
become
proficient
in
social
media
–
they
o<en
have
the
most
to
gain
and
the
most
to
lose
based
on
what
is
being
said
online…leading
brands
must
think
hard
about
scaling
their
ability
to
monitor
feedback
and
to
let
consumers
know
the
are
‘being
heard’”
(15)
Social
Media
33

34. Social
media
is
not
just
a
marke1ng
tool
hDp://offthewall.resource.com/
34

35. API
=
Access
to
Partners/Programmers
Instantly
Currently
more
than
100,000
apps
officially
available
from
the
App
Store
"We
know
of
at
least
70
different
ways
of
shopping
online,
but
we've
reached
the
point
where
we
can't
afford
the
+me,
resources
or
support
to
create
70
different
apps,"
says
Nick
Lansley,
head
of
R&D
at
tesco.com.
"So
we've
turned
the
issue
on
its
head:
rather
than
support
them
all,
we
have
created
a
founda+on
layer
-­‐
an
API
-­‐
that
lets
third-­‐party
developers
create
great
apps
that
do
a
par+cular
job
very
well.“
Facebook,
TwiDer,
Amazon,
eBay,
Bewair,
Google
and
7Digital
are
just
a
few
to
have
embraced
openness,
and
all
have
seen
hDp://www.revolu+onmagazine.com/news/947967/open-­‐source-­‐answer/
their
businesses
expand
in
unexpected
and
profitable
direc+ons.
35

36. Search
con+nues
to
dominate
search
36

37. Google
keeps
adding
more
op+ons
Google
can
serve
highly
targeted
ads
that
include
richer
product
informa+on
directly
in
the
ad
itself
-­‐
including
product
image,
price,
and
merchant
name.
Users
are
becoming
more
specific
in
searching
search
terms
with
more
than
1
keywords
are
increasing
in
all
categories.
The
cost
of
sale
drops
by
up
to
50%
when
moving
SEM
campaigns
to
‘exact’
match,
rather
than
generic
terms.
(7)
37

38. References
1. Ecommerce
book
2. hDp://www.ausfoodnews.com.au/2009/11/09/changes-­‐in-­‐grocery-­‐shopping-­‐trends-­‐see-­‐more-­‐purchase-­‐decisions-­‐made-­‐at-­‐
home-­‐2.html
3. Survey
on
users
of
ecommerce
websites
–
iPercep+ons,
re+al/E-­‐commerce
industry
report
Q2
2008
(Oct
2009)
4. July
09,
shop.org,
a
leading
digital
retail
industry
body
5. Forrester
Research
June
2009;
for
the
full
ar+cle
refer:
hDp://www.getelas+c.com/site-­‐performance/
and
the
webinar
at:
hDp://www.elas+cpath.com/webinars/performance/
6. Coles
online
Debrief
(from
focus
groups),
11
August
2009,
Blaze
7. Keynote
speakers,
E-­‐Retailer
conference,
Sydney
August
2009
8. DeloiDe’s
2009
Online
Retail
Business
Capability
Assessment
(n=80
leading
online
retailers)
9. 2009
Survey
of
Online
Consumer
Behaviour,
Harris
Interac+ve,
Aug
2009
(n
=
2188)
10. Forrester,
Growth
of
Social
Technology
Adop+on,
Oct
2008
11. hDp://www.marke+ngvox.com/comscore-­‐puts-­‐page-­‐load-­‐+me-­‐under-­‐microscope-­‐045533/?
utm_campaign=newsleDer&utm_source=mv&utm_medium=textlink
12. A
look
at
the
leading
trends
for
next
year
-­‐
hDp://www.ausfoodnews.com.au/2009/11/18/a-­‐look-­‐at-­‐the-­‐leading-­‐trends-­‐for-­‐next-­‐year.html?
utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+AustralianFoodNews+%28Australian+Food+News%29
13. Usability
One
–
User
needs
focus
groups
15/7/08
14. Usability
One
–
Online
survey
18/8/08
15. Building
Great
Brands
in
the
Digital
Age,
Nielsen
2009
16. COL
Research:
Online
grocery
Shopping
–
Key
research
findings
from
online
survey,
May
2009
17. Online
Commerce
in
2009:
The
Game
has
changes
–
have
retailers?
Retail
Systems
Research
(n=71
leading
online
retailers)
18. The
State
Of
Retailing
Online
2008:
Merchandising
And
Web
Op+miza+on
Report,
a
Shop.org
study
conducted
by
Forrester
Research,
August
2008
19. Evalua+ng
Findability
(source:
hDp://findwaD.com/findability/evalua+ng-­‐findability)
20. Product
Selec+on
and
Discovery:
What
You
Can
Learn
From
the
Telco
Industry,
hDp://www.getelas+c.com/telco-­‐product-­‐discovery/
21. NPD
Research,
Sept
2009
22. Razorfish
Digital
Outlook
2009
23. hDp://www.emarketer.com/Reports/All/Emarketer_2000606.aspx
24. Neilsen
Global
Online
Shopping
Report,
Feb
2008
25. Pew
Internet
&
Americal
life
project
survery
Mar
2009
n
=
1667
26. Australian
Interac+ve
Media
Industry
Associa+on,
Mobile
Industry
Group,
5th
Edi+on
–
Special
Topic:
Mobile
Commerce
September
2009,
Australian
Mobile
Phone
Lifestyle
Index,
n
=
3710
27. hDp://marketshare.hitslink.com/mobile-­‐phones.aspx?qprid=55&sample=31
38