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