Optimising the customer journey

Yvonne PhillipsSenior eCommerce Product

Manager, Easons

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Easons.com

• First ecommerce website launched in 2010, and since then has grown into

Ireland's largest online book and eBook store.

• Almost 2 million products across books, eBooks, stationery, magazines, toys

and games

• Easons.com won the Retail Excellence Ireland award for National Website of

the Year 2012

• Shortlisted for 2014 ECMOD Direct Commerce Awards UK for “Best Website”

2011

2012

2013

3Nov 2014

4The Journey so Far…..

Strong

foundation =

basics right

Product

Range

opportunities

OmniChannel

approach

USPs

Free delivery

We’re Irish

Range

loyalty

SearchOptimising

checkout

flow

Optimising

fulfilment &

customer

service

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Easons.com – Platform & Partners

• Aspdotnetstorefront (ecommerce platform)

• MS Dynamics AX (ERP system)

• Eason Loyalty Program

• Sagepay (Payment provider)

• SLI Systems (Search)

• Google Analytics

• Optimizely (A/B testing tool)

• App Dynamics (application monitoring tool)

• Kobo (eBook provider)

• BDS (Bibliographic Data)

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Growth in order volumes online

• Conversion rate has tripled in 3 years• Sales have also tripled

Optimising the customer journey -SEARCH

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Our Approach to date

• Become more scientific in our

approach using data to guide and

define what we do

• Expand our product range beyond

books in line with retail stores –

OmniChannel. Matching promotions in

store with those online.

• Improve search accuracy and

performance

• Use content and design to give

personality and increase engagement

GA and Optimizely

Stationery, toys, magazines, trends

SLI

Blog, staff reviews, video, social media

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Importance of search

Importance of search in the eason

customer journey

• 45% of visitors use on-site-search.

Increased 10% YOY (October 2014 v

2013)

• 73% of total site revenue generated

from searches

• Searchers convert 2x higher than

general browsers – they are looking for

something specific

“I think your new search is intuitive, clear and is right up there with the likes of Amazon and is waaaaaaaay better than Book Depository….”

“This is brilliant it is such an ease to find my favourite books…”

“I was looking for the Marie Flemings book and it provided me with all of the info I

needed quickly…”

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Position of the Search Box

• With over 45% of users searching, vital that our search box

stands out and is prominent on every page

• The more people searching the higher our conversion rate

• Results accuracy is high (we can track CTR on search

pages)

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Rich Auto Complete

• Allows our users to find what

they are looking for even

faster

• Converts 2x higher than the

search average at 6.24%

• Generating 25% of the total

site revenue

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What are your customers looking for?

• 100’s of searches for products we didn’t actually sell online –

stationery, toys and games, magazines

• We have worked for past few months to extend the range

matching what people actually want from easons.com

• Non book product excluding ebooks now accounts for 10% of

all sales

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Relevance & Ranking

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Take Control of Results

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Customising SR pages and Landing Pages

• Customise pages with content and images to increase relevancy and to promote products/authors

• Increases SEO value also on our NAV pages• Also can build custom landing pages using the same tool

Optimising the customer journey –CHECKOUT

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Optimising the checkout

So what have we done to optimise this part of the customer journey?

• 3 mandatory steps, one optional step (evoucher/loyalty)• Indicator to customer to show how many steps there are

• Display your security cert in clear and prominent position

• Always display the basket summary on each page so user feels comfortable all the way through the checkout

• Don’t ask for information you can do without. Offer customer option to use same address for billing and delivery so they only have to enter it once.

• Option to create an account and save their addresses for quick checkouts in the future

Optimising the customer journey –CUSTOMER ENGAGEMENT

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Site Speed & Performance

Reduce page load times• Caching of images and content• Optimising CSS and reducing use of JS• Optimising database calls• Removed number of DNS calls on key pages (FB and Twitter feeds)• Clean up of our redirect file• Use App Dynamics to monitor performance and issues

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Increase customer engagement

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Focus for 2015 & Beyond

Search Strategy:Multi device experienceA/B testsFurther development SEO

Multi Device Strategy:Responsive Easons.com to maximise user experience on mobile devices

Content Strategy:Grow customer reviewsUnique product descriptionsExpand editorial contentRecommendations & Personalisation

Omni channel Strategy:Click & CollectQR codes in store to read reviews/check stock online

A/B Testing & Multivariate testing

roadmap

Further optimisation of the customer journey on easons.com

ThankYou