The document outlines five major challenges in ecommerce, including the rise of mobile commerce, retaining fickle customers, improving conversion and average order values, uninspiring customer segments, and maximizing the customer journey. It emphasizes the importance of personalized marketing strategies, customer data analysis, and iterative improvements for enhancing customer experiences and retention. Key takeaways highlight the role of Progressive Web Apps (PWA) in mobile commerce and the need for timely, relevant marketing messages.

1. Overcoming the 5
biggest challenges in
eCommerce
Jack Clay & Joseph Russell

2. Development
Strategy
Design

3. neomsunspel
legionperch

4. Marketing technology:
● Email marketing
● Personalisation
● Behavioural targeting
Established in 2001
Trusted by 1000s of brands

5. Awareness
Consider
Purchase
Upsell
Loyalty
Repeat
Purchases
How we help
Deliver personalised
experiences and automated
marketing across the
customer lifecycle

6. What are the big challenges today?
1. The continued rise of mobile commerce
2. Retaining impulsive and fickle customers
3. Improving CVR, AOV, and other metrics
4. Uninspiring segments
5. Maximising your customer journey

7. Challenge 1:
The continued rise of
mobile commerce

8. By 2021, it’s estimated that 50% of online
shopping will come from mobile, and in some
markets that number is already over 80%
(Magento, 2019)

9. Desktop
25%
Mobile
60%
Tablet
15%
Desktop
40%
Mobile
45%
Tablet
15%
Web Sessions
Web Sales

10. The mobile
conversion gap
Tablet
2.13%
Desktop
3.17%
Mobile
1.72%
Conversion rate

11. How can merchants respond to the evolving
demands of mobile customers?

12. RWD
2010
M.
2008
PWA
2018

14. F
Fast
R
Reliable
E
Engaging
I
Integrated

15. App: 87%
Web: 13%
App: 20%
Web: 97%
Time spent Cart abandonment

16. NFC
Access
Camera
Access
Home
Installation
Payment
Request
Device
Motion
Geolocation
Data
Offline
Mode
Geofencing
Triggers
VR
Display
Push
Messages
Contacts
Access
Battery
Status
File
Access
Saved
Credentials
Speech
Input
Background
Sync

17. Customer benefits:
Faster performance
Enhanced interactivity
Network resilience
Instant installation

18. No connection
Browse our
bestsellers
Weak signal?
Read about the
latest trend
You’re offline!
Come back for
these offers

19. Business benefits:
Cross-platform reach
Flexible implementation
Unrestricted distribution
Engagement devices

20. Fresh face flash sale!
Save 20% on skincare today only.
Stock alert
Satchel in Putty is now available.
Order #207291
We’ve just dispatched your items.

22. 23s
16s
4s
Magento 2 Demo
Leading UK Retailers
UK Meds
Time to Interactive, 3G

23. pwastats.com

24. Challenge 2:
Retaining impulsive and
fickle customers

25. A returning visitor will engage with a product to
the point of adding it to their cart 70.6% more
often than a new visitor. This effect is amplified
on mobile, where the number rises to 85.3%
(Barilliance, 2018)

26. How can merchants encourage return customers
and foster more loyalty?

27. New
Customer
Return
Customer
Repeat
Customer
Loyalty
1 2 3+

28. Awareness Evaluation Purchase Experience Loyalty

29. Search
Newsletter
Social
Website
Invoice
Delivery
Manuals
Offers
Follow-up
Pre-purchase Purchase Post-purchase
Ads
Referral
Press
Sales rep
Sampling
Packaging
Support
Rewards
Billing

30. Search
Newsletter
Social
Website
Invoice
Delivery
Manuals
Offers
Follow-up
Pre-purchase Purchase Post-purchase
Ads
Referral
Press
Sales rep
Sampling
Packaging
Support
Rewards
Billing

31. First-time experience:
Offer desirable choices
Create special moments
Provide caring support
Actively promote loyalty

34. The website has its own micro-lifecycle

35. The web experience is crucial for
building loyalty

36. Acquisition

37. All of these can and will help with
retention…

38. How can we tweak these to make them
more powerful for a repeat visitor?

39. Retention

40. Put into practice...

41. 1.5% increase in engagement
113% increase in conversions
to Solutions page
117% increase in conversions
on “Test it Out” CTA to start
account creation process

42. Challenge 3:
Improving CVR, AOV,
and other metrics

43. Online shoppers in the UK make 87% of all their
retail purchases (excluding groceries) online.
That’s a year-on-year increase of almost 9%.
(eCommerce News Europe, 2019)

44. Why are merchants still seeing low
metrics and how can these be improved?

45. Common problems:
Slow page performance
Irrelevant search results
Difficult product comparison
Incorrect label wording

46. Common problems:
Rudimentary responsive design
Not merchandising for intent
Meager product descriptions
Surprises at the checkout

47. Common problems:
Aggressive marketing devices
Inconsistent interface design
Underplayed promises and proof
Not personalising content

48. A few stakeholders
making gut decisions
Low investment and
one-off changes
Bolting on features to
match competitors

49. A few stakeholders
making gut decisions
Getting insights from
customers and data
Low investment and
one-off changes
Ongoing commitment
to improvement cycles
Bolting on features to
match competitors
Careful refinement and
a bespoke roadmap

51. Purchase Survey Reviews Search Logs
Support Logs Segment Survey Social Messages
Website Analytics Phone Interviews Sales Reports
Sales Reps Returns Logs Screen Recordings

52. Challenge 4:
Uninspiring segments

53. Understanding your customer is key to
maximising any service

54. Speaking to a customer face to face it
is easier to understand their
motivations by their behaviour

55. But how are we going to understand a
customer that we have never met?

57. Now we know the power of Data, it is
time to harness it!

59. Understanding your data and creating
relevant segments will:

60. Higher Opens in Email

61. Higher Clicks across all channels

62. Higher Conversions

63. Higher ROI

64. Though…

65. A study by the Harvard Business Review
found…

66. 85% of a control group of 30,000 new
product launches in the US failed to hit
its revenue target due to bad marketing
segmentation...

68. Real time hyper personalised
reactionary emails are a great place to
start

69. Abandonment emails
65% of shoppers abandon checkout forms
88% of shoppers never even reach the cart
Cart Abandonment tools see an average 6%
increase in Conversion Rate
Emails must be sent as soon as possible as
upto 90% of the leads go cold in one hour

70. How could you apply the same logic to a
bulk campaign?

71. AI/Machine Learned
Product
Recommendations

72. Primary CTA
Secondary CTA
Tertiary CTA

73. So you have live AI generated click
through machines in your bulk content,
let's make it laser focused...

74. AI
Segmentation
based on
lookalikes/
product
affinity/ offer
affinity

75. Segmentation
based on
CLTV, RFM,
RFE

76. a) Recent buying signal triggers
b) Lookalike based/personalised
product recs or offers
c)Machine learned/AI segmentation
d) RFM/RFE/CLTV

77. Challenge 5:
Maximising your
customer journey

79. Pre Sales Stock
Availability
Consulting Purchase Payment Order Status Delivery Returns After Sales
Print
TV/Radio
Display
SEA
POS
Web
DM
Email
Phone
SMS
IM/Chat
Social

82. Let’s be honest…

83. Trying to unpick your customer lifecycle
can sometimes feel like unpicking this…

84. $$$

85. But let’s apply a tiny bit of logic to this to
break it down into 4 easy chunks

86. Discover
Return Convert
Explore
$$$

87. Discover
Return Convert
Explore

88. Return Convert
Explore
Discover
Tactic: Awareness
Welcome
Nurture
Prospect
Lapsed
Engagement
Data Enrichment

89. Discover
Return
Convert
Explore
Tactic: Interest
Newsletter
Competition and
Surveys
Sale emails
Product
emails/guides
Event emails

90. Discover
Return
Explore
Convert
Tactic: Desire
Abandon Browse
Abandon Cart
Abandon form
Price Drop
Back in stock

91. Discover
Convert
Explore
Return
Tactic: Repeat Action
Thank you
Review Journey
Loyalty Journey
Replenishment
Upsell
Cross Sell
Lapsed Purchase

92. Today’s key takeaways
1. PWA is revolutionising mobile commerce
2. Loyalty is enabled by superior end-to-end CX
3. Adopt an iterative approach to improvement
4. Marketing effectiveness is predicated on improving
the relevance and timing of all types of marketing
messages

93. Do you have a challenge
we haven’t addressed?
jack.clay@pure360.com joseph@wearejh.com

94. wearejh.com pure360.com