simple steps to ecommerce success

Simple steps to eCommerce success

Thomas Möller, Senior Product Manager

® 1&1 Internet Ltd. 2014

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Presenter

Thomas MöllerSenior Product Manager,

1&1

Connect with 1&1

Tweet us @1and1_UK

Find us on 1and1UK

#GetOnlineWorkshop #TBS2014

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Quick introduction to 1&1

What is eCommerce?

Why engage in eCommerce?

Building a successful eCommerce website -

DOs and DON’Ts

Ask me anything

Agenda

Established in 1988, 1&1 is a leading global web host

Over 13 million customer contracts worldwide

Over 19 million domain names managed

Together with Fasthosts, UK’s No.1 web host with over 1 million customer

contracts

6,900 employees, of which aprox. 2,000 are engaged in product management

and development

1&1: Who are we?

eCommerce means eShop – right?

There are many ways to engage in eCommerce

Some people already have an offline business and want to use the internet as an additional sales channel…

…others just want to sell online, but have no technical know-how…

… and then there are those merchants who want to customise every code-line in their eCommerce solution.

Which kind are you?

eCommerce

Marketplaces

eShops

SaaSHosted

Own website

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Just in case you still need convincing…

Makes Business

easier

Centre of the new

economy

You’re already

online so own it

Improves customersupport

Reduced costs

Access to global

opportunities

Just in case you still need convincing…

There are 1.2 billon potential customers online globally

The UK is the most active and fastest growing

eCommerce market in Europe

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So, how to be successful?

Let’s talk about the DOs and DON’Ts

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How do I know I’m successful?

Home page – 100%

Category page / Search results– 66%

Product page – 42%

Basket – 9%There are many KPIs one can use

to measure success.

The most relevant, however, is the

conversion rate Conversion: 3%Derived from Internet World Business 06/2009

.com domain is the world's premier web address and is the global standard for doing business online.

If you already have a website, use sub-domainsThis way you keep your search engine ranking

SEO-wise, mywebsite.com will benefit from content added on shop.mywebsite.com

DO choose the right domain

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The offer

.com usual price £10.99 Now £0.99

Buy today on the Verisign stand or visit 1and1.co.uk/bizshow

DO invest in proper hosting

An eShop that’s offline doesn’t sell anything.99.9 % availability is an industry standard. Don’t go for less.

Frequent Backups are mandatory...

... so is good performanceWaiting for a website to load is like standing in line at the till – nobodylikes that, right?

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DO NOT ignore basic layout rules

LogoCustomer Login / "My Account"

Basket

Payment Options

Content

Navigation

Source: eResult, Imagery V, October 2012

DO offer a mobile-ready site

More and more business are using mobile devices50% of year-to-year mobile commerce growth in 2013 over 2012.

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DO use Web Analytics

Web Analytics help you analyse your customer’s behaviour on your website.

Thereby they help to identify “conversion-killers”

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DO NOT think customer service is optional

Make it easy for your customer to get in contact with you...

... and listen to what they have to say.

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DO focus on your strengths

Your eShop should be as unique as your are

Do you love to write?>>> Add a blog to your eShop

Do you enjoy taking photos?>>> How about adding a photo gallery or extra-fancy product images?

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DO NOT just focus on one marketing activity

A mix of different measures is more prone to attract customers.

Make a marketing planTrack your activities and their success.

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Do make it easy to find content and products

The categories of your eShop are like the aisles in an offline shop.Don’t send your customers into a maze.

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DO make it easy to find content and products

The search functionality is one of the most used features of any eShop – make sure yours is up to the task.

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DO NOT break a promise

Customers have to be able to rely on the information you provide them

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DO use Cross Selling and Up Selling

Sell more by listing alternatives and accessories for your products.

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DO NOT leave your shop unprotected

Keep your shop updated and utilize tools to increase security.

SSL encryption is mandatoryWhenever you handle customer data

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DO build up trust

Get certifiedTrust seals, such as SafeBuy or Trusted Shops, have shown to increase the conversion rate by up to 23.1 %

Use strong brandsUtilise the trust customers have in strong brands like PayPal, eBay or Google by offering their services in your eShop

Source: ECC Cologne 2012

An eShop, while not as expensive as a retail shop, has many things in common with a traditional offline business.

Always ask yourself: Would you buy in your eShop?

Bottom Line

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In all our sessions today we’ll provide you with all the details you need to make an informed decision

Time Speaker Position Workshop titles

14:00 Thomas Moeller Senior Product Manager Simple steps to eCommerce success

15:00 Sandra Rios Head of Commercial Management Web hosting made easy – an intro to hosting and more

16:00 Katrina Douglas and Sean Elliott Head of Marketing  UK, Marketing Editor UK (SMB) Setup, sell and succeed with 1&1 eShops

What else have we got for you...

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Thank you for your attention!

Any questions?

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