E-commerce Expo North
The hard part was getting the traffic there.
Now engage it!
Web Marketplace Solutions
dramatic resul...
‘’The Online Shopping Experts’’
Marketing – Performance Web Sites – Rich Media – Technology Platforms
WMpS is ‘full servic...
Comparing Website Performance of Retail & Homeware
Hitwise and IMRG Hotshops List Top 100
Top 10 Retail websites and Top 1...
Overall Performance of top 10
Good vs not so good principally ‘engagement’ area
25%
30% 30%
21%
24% 25%
0%
5%
10%
15%
20%
...
78% 80%
72%
79%
82% 81% 83% 88%
78% 82%
0%
20%
40%
60%
80%
100%
120%
1. Hompage 2. Landing
Pages
3. Product
Listing
4. Pro...
666
Online Channel Solutions – Common Problem
Poor recruitment & site optimisation – Delivers 3-4 fold difference in resul...
777
Online Channel Solutions – Common Problem
Poor recruitment & site optimisation – Delivers 3-4 fold difference in resul...
Online Channel Solutions – Common Problem
Losses from Recruitment – Engagement – Transaction Losses
Recruitment (Lose 20-3...
Delivering Dramatically Better Conversions – Engagement
Navigation Mechanisms
Customer
Stage
Browsers
I’m looking fora
new...
The hard part was getting the traffic. Now engage it!
The Basics: Product Details: Confirming the decision
Solved by swatches, Zoom & 360 degree images complemented with video
...
The Basics: Optimise the Basket/Checkout
Good basket & checkout designs – Ultimately service the business can deliver
Deli...
Search & Guided Navigation
Consumer spends more time using tool rather than looking at product
14
Search & Guided Navigation
Search Based Merchandising Limitations ~ Must display results < 3 pages
WMpS ‘Intelligent Se...
Search & Guided Navigation
Merchandising Limitations ~ Dramatic reduction lower down page
Page
Exposure
peaks at 24
second...
16
Inspiring presentation increases conversion
Maximising the number of products on the page
10%
9%
10%
14%
18%
15%
23%
0
...
Engaging Lifestyle Imagery encourages click through
Selling Clothing & Luxury Branded Goods
Online features that facilitate the emotional purchase
2009
Product Details
Zoom, ...
Its about brand promise…
Its about brand promise…
Lack of model images fails to inspire
Summary
E-commerce conversions are still woefully low with
65-95% of visitors lost in the ‘engagement’ process.
Brands can...
‘Lifestyle’ Imagery inspires, engages and…converts
Visit us at stand 123 for more information
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WMpS Mike Andersons Ecommerce Expo North Presentation 27 May 2010

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Web Marketplace Solutions MD Mike Anderson gave a keynote speech at the Ecommerce Expo North 27 May 2010 regarding how companies should engage the traffic their ecommerce websites receive. Here we have the slides he used in his presentation.

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WMpS Mike Andersons Ecommerce Expo North Presentation 27 May 2010

  1. 1. E-commerce Expo North The hard part was getting the traffic there. Now engage it! Web Marketplace Solutions dramatic results and great service 27th May 2010
  2. 2. ‘’The Online Shopping Experts’’ Marketing – Performance Web Sites – Rich Media – Technology Platforms WMpS is ‘full service’ online Technology & Marketing Services company. Our aim is to recruit quality customers & convert more of them online than anyone else in the industry. We do this through a combination of marketing and online shopping expertise underpinned by leading edge rich media technologies and online trading platforms. Focused on delivering results by engaging and inspiring online customers to increase your conversion rates and ROI. We do this for the largest and most respected high street and mail order companies in the UK as well as a number of smaller ‘niche’ clients.
  3. 3. Comparing Website Performance of Retail & Homeware Hitwise and IMRG Hotshops List Top 100 Top 10 Retail websites and Top 10 Homeware websites Compared performance across Recruitment, Engagement and Transaction metrics using a 150 question survey Found some sites performing highly, while others are very poor Top performing sites included John Lewis, Littlewoods, Next and Argos Under performing sites included Topshop, River Island and Halfords
  4. 4. Overall Performance of top 10 Good vs not so good principally ‘engagement’ area 25% 30% 30% 21% 24% 25% 0% 5% 10% 15% 20% 25% 30% 35% RecruitmentScore Engagement Score TransactionScore Business Importance Weighting Company Score % 25% 30% 30% 17% 17% 21% 0% 5% 10% 15% 20% 25% 30% 35% RecruitmentScore Engagement Score Transaction Score Business Importance Weighting Company Score % High Performance John Lewis Littlewoods Argos Mothercare House of Fraser Poorer Performance Topshop River Island Halfords Currys
  5. 5. 78% 80% 72% 79% 82% 81% 83% 88% 78% 82% 0% 20% 40% 60% 80% 100% 120% 1. Hompage 2. Landing Pages 3. Product Listing 4. Product Details 5. Keyword Search 6. Basket 7. Checkout 8. Security 9. Data Policies 10. Ancillary Info %ofMaxweightingScore Company Score % Min - Very Poor 60% 61% 52% 53% 62% 70% 69% 79% 68% 74% 0% 20% 40% 60% 80% 100% 120% 1. Hompage 2. Landing Pages 3. Product Listing 4. Product Details 5. Keyword Search 6. Basket 7. Checkout 8. Security 9. Data Policies 10. Ancillary Info %ofMaxweightingScore Company Score % Min - Very Poor Breakdown of Performance Higher Performance Poorer Performance Avg. 65% Both have a Weaker Product Listing Avg. 80%
  6. 6. 666 Online Channel Solutions – Common Problem Poor recruitment & site optimisation – Delivers 3-4 fold difference in results Typical pages viewed per purchase 15 – 49 >50% of visitors are lost having viewed less than 5 pages Poor recruitment & site optimisation will result in a 3- 4 fold difference in conversion performance
  7. 7. 777 Online Channel Solutions – Common Problem Poor recruitment & site optimisation – Delivers 3-4 fold difference in results Typical pages viewed per purchase 15 – 49 >50% of visitors are lost having viewed less than 5 pages Recruitment> Engagement> Transaction> Poor recruitment & site optimisation will result in a 3- 4 fold difference in conversion performance
  8. 8. Online Channel Solutions – Common Problem Losses from Recruitment – Engagement – Transaction Losses Recruitment (Lose 20-35%) - Leaves 80% - 65% Engagement (Lose 60-95%) - Leaves 32% - 3.2% Transaction (Lose 50-65%) - Leaves 16% - 1.4%
  9. 9. Delivering Dramatically Better Conversions – Engagement Navigation Mechanisms Customer Stage Browsers I’m looking fora new skirt Hunters I’d prefera short blue skirt Buyers I want blue skirt <£25 Brand communication Important Product ranges & cross selling Important Important Engagement Mechanism Browse Navigation Guided Navigation Search Accessing product Important Important Important Enabling decisions Important Important Taking the order Important Up selling Important Retaining Customers ? ? ?
  10. 10. The hard part was getting the traffic. Now engage it!
  11. 11. The Basics: Product Details: Confirming the decision Solved by swatches, Zoom & 360 degree images complemented with video Inspiring product description, supported by more detailed lists Customer reviews Up sells and Cross sells utilised well
  12. 12. The Basics: Optimise the Basket/Checkout Good basket & checkout designs – Ultimately service the business can deliver Delivery Lead-times Delivery Charges Delivery Options Returns Policy
  13. 13. Search & Guided Navigation Consumer spends more time using tool rather than looking at product
  14. 14. 14 Search & Guided Navigation Search Based Merchandising Limitations ~ Must display results < 3 pages WMpS ‘Intelligent Search’ Results 11 222 3 5 6 10 14 20 33 0 5 10 15 20 25 30 35 40 1 2 3 4 5 6 7 8 9 10 11 12 0 5 10 15 20 25 30 35 %ofSearchPurchasesmade %ofSuccessfulSearchers Search Results Pages Browsed ‘Pogo-ing’ frustrates the consumer 327 products across >29 pages!
  15. 15. Search & Guided Navigation Merchandising Limitations ~ Dramatic reduction lower down page Page Exposure peaks at 24 seconds near the 540 pixel- line & dips to 1.4 seconds near the bottom
  16. 16. 16 Inspiring presentation increases conversion Maximising the number of products on the page 10% 9% 10% 14% 18% 15% 23% 0 2 4 6 8 10 12 14 16 18 0% 5% 10% 15% 20% 25% %ofAllRichMediaPurchases %ofTotalRichMediaVisits Rich Pages Viewed 1 2 3 4 5-6 7-9 10-14 More customers viewing more pages Familiar Visual Controls
  17. 17. Engaging Lifestyle Imagery encourages click through
  18. 18. Selling Clothing & Luxury Branded Goods Online features that facilitate the emotional purchase 2009 Product Details Zoom, Swatches, Sizes Model Based photography Beginning Aspirational purchase Limited ability to buy a ‘look’ and outfits Within 3 Years My best friend shops with me Can’t feel texture Within 18 Months Product Details -360° More Aspirational purchasing Finding product within large ranges as ranges increase Mix ‘n’ Match
  19. 19. Its about brand promise…
  20. 20. Its about brand promise…
  21. 21. Lack of model images fails to inspire
  22. 22. Summary E-commerce conversions are still woefully low with 65-95% of visitors lost in the ‘engagement’ process. Brands can differentiate themselves & not be limited by current technologies. Our e-commerce enterprise application complements ‘search’ and captures those high value ‘browsers’.
  23. 23. ‘Lifestyle’ Imagery inspires, engages and…converts Visit us at stand 123 for more information

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