A presentation on eCommerce as part of a masterclass on 21st Century Commincations that included presentations from Powa, OurSocialTimes and Enterprise Nation.
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Powa, was developed by Venda – the world’s largest on-demand eCommerce provider
Venda customers all share the same platform – from Tesco Fashion, to Laura Ashley,Jimmy Choo to Wickes, Sharp to JVC, hundreds of large brands and retailers all sharing the same technology – ‘software as a service’.
Powa brings the same economies of scale and eCommerce expertise to small and mediumsized businesses
A brief introduction to Steve Emecz:
11 years in eCommerce. Grew an eCommerce business for a major brand from $6m to $200m in 5 yearsJoined Venda and Powa in 2008 as Business Development DirectorMy role at Venda is to help the large retailers with their revenue growth strategiesMy role at Powa is to work with major business groups and governments to help SMEs grow online
Why eCommerce? – Because the market is large, and growing fast
The UK online retail market is the largest in Europe, worth over £30bn in 2009
Online retail sales in the UK grew 21.9% Year on Year in May 2010, compared to 3% on the high street (a)
In July 2009, over £100 per person was spent online in the UK (b)
Note: For those of you selling a product, the Euro Zone is critical. The strength of the Euro means that your products are more than 30% cheaper than they were a couple of years ago. eCommercein Europe is worth over £200bn.
(a) Internet Retailing 7th June(b) IMRG Cap Gemini Retail Sales Index
Why eCommerce? – Because customer behaviour is changing (c)
One in four people visiting your website are looking for ‘offline’ information[they have no intention of buying online, they are looking for your address or phone number]
Around one in three people that are given the chance to ‘pick up from store’ – take that option[if you want to drive footfall, leads and enquiries, have a great website]
eBay has more than 10 million customers, and is the UK’s 2nd largest ‘search engine’ behind Google
One in two online shoppers in the UK have a PayPal account, and 35% of those prefer that method
The next generation wouldn’t dream of using anything else than a search engine to find any type of business – and mobile is coming too……
[steve builds an eCommerce site live, from scratch on Powa in under 10 minutes]
To see a site being built live come to one of our weekly free webinars.
Note: Web designers and agencies can build customised sites on Powa
If you are a retailer and want a customised site, or a designer/developer that wants to add eCommerce to their services – you can see examples and find out more herePowa Design Providers
1. Keep your homepage fresh2. Have a sale section3. Add Your Products To Google Shopping4. Search Engine Optimise - Generic SEO Title Short [search engines tend to take the first 60 characters of the title]- In the home page properties, customise the SEO with your principle keywords5. Have Great Product Information- Google Adword Predictor- Google Adword Selector6. Use a shared page sections to promote key things – like “Free Delivery over £30”7. Give customers several ways to find the product that they want8. Offer related and alternative products9. Use Google Analytics to watch your customer behaviour – and act on it
Autumn range and offers Spring range and offers December 2009 May 2010
“My advice to shop owners is to keep everything fresh and moving. You have to treat it like a retail store and move the stock about. If something isn’t working, move it or take it off. Make sure your photos are good as
people want to be able to see what they are buying”.Derek, Horses and Riders
4. Search Engine Optimise - Keep your SEO Title Short [search engines tend to take the first 60 characters – i.e. the shop title plus the page descriptions
b) Use good quality multiple images. If you don’t have extra images, but have nice packaging show it – you can often use a generic packaging image there.
Really useful for things you want to promote on lots of place on the site:
6. Use a shared page sections to promote key things – like “Free Delivery over £30”
Ibson Menswear for example put their email signup form throughout the site and capture quite a lot of signups on product pages as well as the home page.
A vital component of analytics is the geographical data provided.This allows us to find out from which cities / countries site visitors are
visiting from and also which brands / products they are looking for. Thisenables us to target advertising, prioritize which products we displayonline and structure site content to suit our different target markets.
9. Use Google Analytics to watch your customer behaviour – and act on it
We use Google Analytics to monitor the characteristics of visitorsand their navigational behaviour whilst viewing the site.
The traffic sources area of analytics is extremely useful. It allowsus to track the effectiveness of online marketing (referring sites), offline marketing (direct traffic) and hits via search engines. We are then able toreact accordingly in relation to marketing or search engine optimization.
The content analysis allows us to view which areas of our site aremost popular. We can therefore identify any issues of concern
for customers, such as shipping costs, and pin point which brands are receiving the most attention online.
9. Use Google Analytics to watch your customer behaviour – and act on it