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Transcript of FUNDESEM Ecommerce
8/6/2019 FUNDESEM Ecommerce
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1 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011© 2009 Forrester Research, Inc. Reproduction Prohibited
15/06/2011E-COMMERCE(June 2011)
i am
OSCAR DEL SANTO
and I invite you to discover
@OscarDS
#FUNDESEMecomm
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2 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
How do we turn web traffic into sales?
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3 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Any quick fixes?
There is no silver bullet«
but there are many things we can do.
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4 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
What is the outlook for 2011?
Key eCommerce trends in 2010
See your PDF
E-Commerce in Europe: trends and outlook 2011
Key E-Commerce trends in 2011
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5 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
In the meantime, what went on in ...?
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6 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
SOCIAL didnt supplant SEARCH (as of yet)
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77 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Hopes were high ...
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88 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Since more people are social than ever
vs. Q1 2007
13%
na
19%
15%
19%
33%
52%
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99 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Retailers have tried on many approaches and tactics
³Please indicate which social marketing strategies you have already implemented.´
³Please indicate which social marketing strategies you plan to implement or enhance in 2010 or later.´
Source: July 2010 ³The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile´, Forrester
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1010 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Yet for many, social is still experimental ...
³To what extent do you agree with the following statements?´ (Top 2 box of 5)
Source: July 2010 ³The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile´, Forrester
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1111 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
E-mail still there, but not the future ...
Base: US online adults (age 18+)
Source: North American Technographics® Benchmark Survey, 2009
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1212 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Though e-mail marketing still very important
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1313 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Behavioural targeting?
A visit to, say, Kraft.com
will surface this ad later
on for a user«
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1414 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Browser fragmentation?
2011
No browser has
more than half
the market
2004One browser
dominated
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1515 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
The mobile revolution is here to stay
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1616 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
The world of mobile is evolving
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1717 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
And is beginning to have an impact on web traffic
Source: July 2010 ³The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile´, Forrester
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1818 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
The mobile revolution is here to stay
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1919 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
With smarter phones and smarter shoppers ...
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2020 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
And some definite trends emerging ...
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2121 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Beware: Customer Expectations are rising!
58% of mo ile phoneusers expect we sites toloa almost as uickly orfaster on their mo ilephone than their PC
47% of consumers expect aWepage to loa in 2 secon s or less
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2222 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
But mobile isnt everything ...
Facts
Opportunity to help sell soft
goods more effectively, including
reducing returns
On-site video can be executed as
inexpensively as a few Euros per
video
Ability to create a ³channel´ that
could rest in other areas such asYouTube or Facebook
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2323 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Ecommerce has no borders
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2424 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
And this has huge implications for sellers
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2525 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Usability and site performance remain paramount (i)
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2626 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Usability and site performance remain paramount (ii)
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2727 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Usability and site performance remain paramount (iii)
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2828 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Usability and site performance remain paramount (iv)
³Thinking about the online purchases you made in November-December 2009, please indicate
any problems you had while shipping online.
38% of
consumersexperienced
some problem!
38% of
consumersexperienced
some problem!
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2929 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Usability and site performance remain paramount (v)
21 Best Usability E-Commerce Practices
http://www.ecommerceoptimization.com/articles/ecommerce-shopping-cart-usability-21-best-practices/
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3030 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Another very important E-Commerce factor:
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3131 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Delivery and shipping can be major hurdles
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3232 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
Any practical recommendations?
� Make it easy for customers to buy from the product detail page and even category
pages� Enable customers to access the cart from every page
� Provide hints on the checkout page when consumers forget their username and/or password
� Ensure that security and privacy policies are clear
� Incorporate clear error messages
� Let customers talk to someone if they want (especially during checkout!)
� Expose delivery/shipping information early
� Enable guest checkout
� Jump to the next box when consumer fill in key data points (e.g. area code)
� Provide flexibility in payment options
� Merchandise those payment options
� Don¶t force the email opt-in
� Cross-sell simple offers to increase units per transaction
� Test across different browsers (including mobile)
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3333 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
And as for best practices ...
� Ability to toggle between category and product detail pages is critical (site should
NOT merely rely on customer using ³back´ button)
� When hitting ³back´ customers should be able to go to the section on the page
last viewed, NOT the top of the page (e.g. if the customer clicked item 95 of 96
on a category page, then when they click the back button, it takes them to the
bottom of that page)� Site taxonomy should be clear to users; products should be double-exposed if
they are likely to be searched in multiple departments
� Wording defining cross-sells is clear (e.g. ³we also recommend«´, ³other
customers who bought this item also purchased«´, ³you may also like«´)
� Visual accompaniments where relevant (e.g. shoe charts, jewelry/ring sizing,
Coach¶s bag µtry it on¶ feature); provide scale where possible (especially
important for jewelry or accessories)
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3434 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
And tips for retailers?
Leverage customer ratings and reviews, and productsharing through social networks
Include behavioral targeting in your interactivemarketing mix
Increasingly invest in mobile; QA your site across themajor mobile browsers
Invest where relevant in features like on-site videos todrive conversion
Consider international delivery/shipping
Constantly monitor site performance
Ensure that delivery/shipping rates are in line withshopper expectations
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3535 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011
In a saturated market, creativity is paramount!
http://www.webcoursesbangkok.com/blog/e-commerce/10-cool-e-commerce-websites/
10 Cool E-Commerce Websites