E Commerce website optimisation
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19-Oct-2014 -
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Transcript of E Commerce website optimisation
How to attract new visitors, optimise conversion and keep customers coming back for more
Presented by Sam shetty 1st May 2012
Agenda
• Online marketing ….why bother
• Website usability
• Better conversions
• Conclusion
• Q & A
Sales conversions
>95% Of online shoppers search the web for product reviews and price comparisons before making a purchase.
These consumers are influenced by:
• Research capabilities
• Social media &
• Increased mobility
* PricewaterhouseCoopers Digital Media Research report July 25th 2011
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Linear, predictable, analog, brand-controlled
The traditional shopping process is …
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Non-Linear, multi-channel, digital, consumer-controlled
The new purchase journey is …
Which one is right for me ?
Conversion rates
Is PPC right for me ?
• Does your business have a unique selling point ?
• Do you stock products ?
• Do you need to feed your sales team with leads ?
• Low cost of lead acquisition
• Do you need to measure ROI ?
• Ability to focus on specific locations , time zone
• Ability to change your marketing message daily
• Better conversions
Social Media Strategy
Is NOT the same as a Digital Marketing Strategy!
How is social media used ?
Key factors about social media
• Attraction: How to draw people to you
• Retention: How to keep people coming back
• Conversion: Moving from liker to buyer
• Measurement: Making wise decisions
2 Strategies
Website Usability
• Simple & Easy to use
• Design pages for scanning and not for reading
• Good, visible, site navigation
• Talk the same language like your users
• Prioritise the key information( users look for) above the fold
• Trust & Creditability need to be reinforced
Usability : The Home page
• Most valuable property on your website
• Make it obvious what you do/sell
• Unique selling points (Free shipment, quick shipment )
• Refund policy/ Customer support options
• Seasonal campaign activity (People buy for occasions)
• Good search option ( Search buy brand, price , Type)
• Over the fold !!!
Usability : The product page
• Focus on one button - “Buy Now ”
• The more images the better
• Details on demand
• Zoom is essential
• Cross sell/up sell
• Show delivery/ stock info
• Product reviews
• Share capabilities
The Checkout
• Your customer is waiting at the till with their credit card ready … what could possibly go wrong ?
“ Sites lose over 50 % of their customers at checkout”
My Hosting .. Why should I bother?
• Direct impact on your revenue
• Customer experience
• Repeat customers
• Mobile users
Engage your audience
• People don’t buy first time
• Why will they remember to come back
• What makes your site so special ?
• Make it fun but have a point
Email : Retention
Email marketing
• Easy to get business from existing customers
• Highest spenders
• Highest converters
• Low CPA ( cost per acquisition)
So look after them !!!!!
Returning customers spend up to 30 % more
and cost 70 % less
Go Social
• Social media is the new worth of mouth marketing
• Use the Facebook, twitter to get others to recommend your brand
• Onsite reviews increases conversions
Increasing conversions on websites
• Show a telephone number
• Provide a consistent experience
• Have a clear and concise headline
• Enable sharing options
• Keep reading to a minimum
• Keep it above the fold
• Don’t ask for information you don’t need
• Have an FAQ section
• Good call to action
Summary
• Measure and track everything
• Usability is key to success
• Perfect the checkout process or lose $$$$$
• Engage with your customers
• Search is King, Get your site ranked high on search engines
• Email can be very powerful
• Use social media to connect with customers
• Keep an eye on emerging technology
Conclusion