eCommerce Turns 21... Is It Ready To Grow Up?

eTail East | 08.11.15

eCommerce Turns 21 3 Ways it Can Grow Up

#AwesomeCX Needle.com

August 11, 1994 August 11, 2015

https://www.needle.com/


What I’m going to tell you . . .

Stop wasting

your time on

that guy/girl

who won’t

commit.

2

Have sober

conversations. (know who to

trust)

3 1

Spend your

money wisely (it’s not all about

traffic)


Spend your money wisely.

1


>10% spent on

$50.8 Billion spent on U.S. digital media in 2014

Primary (only) objective: Drive Traffic



What happens when the traffic arrives?



Only 2% buy anything



Not all visitors are created equal.


Stop wasting your time on that guy /girl who won’t commit.

2


Not all visits are created equal

1-5% Intend to buy

35-40% “Conditional” intent

CONVERSION

> 10%

3-5%

< 1%

TRAFFIC SOURCE

Direct

Bought

Pai

d

Nat

ura

l R

e-t

arg

ete

d

E-m

ail

50-60% Little or no intent to buy 10% sales : 20% traffic

@ 1% CR, Breakeven . . .

AOV = 100x CPA

2-2.5% Site-wide



1-5% Intend to buy

35-40% “Conditional” intent

50-60% Little or no intent to buy

The Opportunity

10% sales : .5ppts CR%

.5 ppts CR% : 2-3% Engagement

CONVERSION

> 10%

3-5%

< 1%

2-2.5% Site-wide



53% of companies spend less than 5% of total budget

on conversion rate optimization.

eConsultancy, 2014

And yet…



Traffic profile & spend allocation

$ S

pe

nd

% Direct Traffic



What you are doing now tells me more about what you need, than what you did before.

Know who your visitor is.



Individualization, simplified.

Get out of their way; self-service is ultra easy and quick

Automate, content-oriented, with a goal to convert to MPTB

Focus on helping them find what they had a “conditional” intent to buy Specific answers, trusted input, related items, etc.


Have sober conversations (know who to trust)

3


Typical experience improvement checklist

þ  Personalization (so personal, that 10K+ other shoppers

received the same recommendation)

þ  Place CTA above the fold & make it bigger.

þ  Add more product details – visuals and videos.

þ  Shorten forms & make flows frictionless.

þ  Provide testimonials & other user-generated content.

þ  A/B Test non-stop



Amazon = selection, availability, price

You (today) = content, reviews, promos, recommendations

Adds to the existing noise, leads to frustration, long discovery lead times, less personal, etc.

vs.

Plus, Amazon already has most of the content anyway.



“Hi, I know you – you’re just like everyone else!”

Personalization?



More than 1/3 of consumers

trust a stranger’s opinion on

public forums or blogs more than they trust

branded advertisements and marketing collateral.

Forrester Research



Resulting online shopping dynamic



The Advent of Advocacy



Free People Me



Free People Me



Free People Me



Free People Me



Real-time, Advocate-powered Interaction

TARGETED INVITES

PERSONALIZED SHOPPING

EXPERIENCE & TOOLS

IN CONTEXT ‘SHOPPING’

WINDOW

ADVOCATE BIO, PICTURE, SUPER

POWERS



Ads SEO

List Builder

Custom Content Q&A Responder

Surveys

Conversations Instant Answers

Ecommerce & Needle




Here’s to 21 years!



Want to learn more about how advocates can help eCommerce grow up?

Take a look at Carhartt’s story

https://www.needle.com/case-studies/carhartt/?utm_source=slideshare&utm_medium=slideshare&utm_term=701d0000000sl82&utm_campaign=carhartt_case_study&utm_content=PDF&sfid_cid=701d0000000sl82



Thanks! Scott Pulsipher President & COO [email protected] @scottpul

https://twitter.com/scottpul

mailto:[email protected]

eCommerce Turns 21... Is It Ready To Grow Up?

Retail

direct trac

free people

conditional intent conversion

trac prole

drive trac

ppts cr

usergenerated content

engagement conversion