Event: 9th European TYPO3 Conference Conference 2013-10-31 00001100 Slide Topic: Business Day 1 CONTENT IS KING http://www.flickr.com/photos/rhyick/4750313718/
Event: 9th European TYPO3 Conference Conference
2013-10-31 00001100 SlideTopic: Business Day 1
CONTENT IS KINGhttp://www.flickr.com/photos/rhyick/4750313718/
COMMERCE PLUS, E-COMMERCE AGENCY, 100+ TALENTS IN HAMBURG, HANNOVER, BERLIN.WE DESIGN, BUILD AND RUN DIGITAL SALES PLATFORMS FOR RETAILERS AND MANUFACTURER‘S BRANDS.
CONTENT IS KING„IF THEY DON’T BUY YOUR CONTENT, THEY WON’T BUY YOUR PRODUCT“
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
E-COMMERCE GROWTH IN GERMANY
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Source: ACTA 2012
BUT HOW TO BE PART OF IT?
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100 6
WOW YOUR AUDIENCE!
“THE SINGLE MOST IMPORTANT THING MOST WEB SITES CAN OFFER TO THEIR USERS IS CONTENT THAT THOSE USERS WILL FIND VALUABLE.
— The Elements of User ExperienceJesse James Garrett
“USERS WHO ENGAGED WITH A PIECE OF CONTENT SUCH AS AN ARTICLE, FORUM THREAD OR VIDEO ON THE SITE BEFORE REACHING A PRODUCT OR CATEGORY PAGE WERE 5 TIMES MORE VALUABLE THAN USERS WHO ARRIVED DIRECTLY ON A PRODUCT OR CATEGORY PAGE.
— Kim Dongmin, Izak BenbasatJournal of Management Information Systems
“LATE CONTENT IS CONSISTENTLY ONE OF THE REASONS FOR PROJECT DELAYS.
THE TASK ITSELF AND RESOURCES NEEDED TO COMPLETE THE TASK ARE SERIOUSLY UNDERESTIMATED.
— Web Redesign 2.0: Workflow That WorksKelly Goto & Emily Cotler
TREAT YOUR CONTENTLIKE A CRITICALBUSINESS ASSET...
...BECAUSE IT IS WORTH IT
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
WHY GOOD CONTENT IS SO IMPORTANT FOR YOUR ONLINE BUSINESS1. Good content is the source of organic tra!c.
You will not get far by applying SEO tipps & tricks. The real source for search engine tra!c is good content. So keep investing in good content to keep your marketing spendings manageable.
2. Good content makes your products accessible.Of course, only good products drive sales. But customers cannot understand your product or your o"er respectively, if you do not provide the necessary content for it.
3. Good content is the base for online shopping not only product presentation.Women love to shop online, not only to buy stu". But real online shopping is barely possible today. The main reason is insu!cient content, especially when it comes to references between products.
4. Good content makes for uniqueness and stays in your customer‘s minds.Maybe you o"er is not unique, but your content can be. Keep thinking why customers shall buy a product in your online store. If you don‘t get your USP right, selling by price is the only option, with no margin to earn.
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SOME MATHS
TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Organic tra!c, recommendations,
likes, reviews und links
TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Copy, photos, product descriptions, videos, landing
pages, ratings & reviews.
TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Cross & up sellings, categories, other links
between products
TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Product infos, videos, ingredients, size info,
care labels etc.
E-CONTENT:A SYSTEMATIC APPROACH TO BUEINSS-RELEVANT CONTENT
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
Product
Copy
Photo / Video
Attributes
...
Promotions
Price
Primary Content(PDP)
Secondary Content(PDP)
Ratings
ReviewsBrand Porraits
Guidance
Recommen-dations
Accessory Products
Size ChartsCross-
Sellings
E-CONTENT
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SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
E-CONTENT
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Wiederverwertung von sekundärem Produktcontent und weitere Anreicherung
durch beratenden und inspririerender Content
Secondary Content(PDP)
Ratings
ReviewsBrand Portraits
Guidance
Recommen-dations
Accessory Products
Size ChartsCross-
Sellings
Secondary Content on Product Listings,
Categories and Landing Pages
Blogs
Social MediaAd Mails
Press
Store Insights Campaigns
Reutilization of secondary content und further Enrichment by advisory and
inspirational content
Landing Pages Specials
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
SOME MORE MATHS
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P/L positionTypical factor
Estd. amount (standard)
Estd. amount (with better content)
E"ect anticipated
Basket Value (EUR per order) 100,00 € 110,00 € 10% better cross-selling
Cost of Goods Sold (inkl. 20% discounts) 60 % 60,00 € 63,80 € 10% less discounts necessary
Handling & Fulfilment (EUR per order) 10 € 10,00 € 10,00 € unmodified
Returns (EUR per return, return rate 50%) 5 € 2,50 € 2,25 € 10% less returns
Performance Marketing 10 % 10,00 € 9,00 € 10% better conversion
Other 10 % 10,00 € 10,00 € unmodified
Margin (EUR per order) 7,50 € 14,95 € EUR 7,45 additional margin per order ready to be re-invested in better content
EXAMPLES
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
EXAMPLE #1 (FASHION)
/ Large product photos/ 4 di"erent views/ Product videos/ Product description/ Long descriptions/ Key Facts / Ingredients/ Reviews/ Editorial advice/ Brand portrait/ Cross-Selling: also fitting.../ Cross-Selling: similar products.../ Outfit recommendation
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SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100 25
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
/ Large video stage/ 5 di"erent videos/ Product embeds within the video/ Contextual navigation/ Interviews/ Top sellers/ Travel hints/ Content specials/ Brand portraits/ Product listings/ Editorials/ ...
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EXAMPLE #2 (SPORTS)
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100 27
HOW TO GET THERE
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
STEP BY STEP TO GOOD CONTENT
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Master Data Good E-Content
SlideEvent: 9th European TYPO3 Conference Conference
2013-10-31Topic: Business Day 00001100
STEP BY STEP TO GOOD CONTENT
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Master Data
Photos, Videos, Copy, Attributes,
References ...
PCMS
Brand Portraits, Campaigns, Specials ...
WCMS
Ratings, Reviews,
Cross-Sellings ...
Tools Good E-Content
CONTENT IS KINGLOTS OF WORK, IT‘S WORTH IT!
Event: 9th European TYPO3 Conference Conference
2013-10-31 00001100 SlideTopic: Business Day 32
Moritz Koch Managing Director
Commerce Plus GmbHSchäferkampsallee 1620357 Hamburg
T +49-40-248 28-701M +49-160-97 29 09 39
ENJOY THE DAY!