9 Enterprise eCommerce Tips You Can Implement In The Next Six Months
PRESENTED BY RYAN GRIPP Manager, eCommerce H2O Plus
+Runs eCommerce opera5ons for H2O Plus Worldwide +Built complex eCommerce Systems (Oracle ATG, IBM, etc.) +Founded several startups (most recently @reeNuilders)
ABOUT RYAN
#9- Top Navigation : Sale
Category NavigaPon is a criPcal component to ecommerce merchandising. Luxury brands for a long Pme have resisted the verbiage of “sale”. However, our data suggests that customers respond 29% beVer with “sale” versus “special offers”. Customers aren’t stupid
#8- Google Plus
#8- Google Plus
“Google Plus…is like a ghost town.” Feb 2014 New York Times
Search – Leverage where it’s strong Customers – Are your customers there? Budget – Will social drive conversions?
Copyright 2013 Gartner
#7 Email Subject Lines
Final reminder for complimentary entry to attend the West Freelands BCI Cluster Conference 2006 (0.5%) Inside Football: Summer Training Camp Preview Issue (74.3%)
The purpose of the subject line is for the customer to open the email Wingdings and Colons (:) Cadence and time sensitive: "Last Chance, Ends Tonight, Exclusive”
#6 Add to Cart
“Move the shopper nearer to completing their purchase, which often means sending them to the basket page. Move the shopper to buy other items, which is best served by keeping visitors on the product page with a strong notification of the 'basket add'.”
-Econsultancy
#5 Reviews
User Generated Content (UGC) like reviews increases conversions and helps improve SEO. On average, H2O+ has found a 2X increase in conversion and up to 3X increase for those who create UGC like product reviews.
#4 Live Chat
Start where your customers abandon your website Proactive vs Reactive The checkout flow is critical Agent Skill
“44 percent of online shoppers liked having quesPons answered and concerns addressed in the very middle of the purchase process.”
-Forrester Making Proac9ve Chat Work
#3 Distractions
Does this contribute to a user completing the goal on the page? The user did “X” and now will I receive “Y”?
#2 Home Page
Use customer data to craft a home page strategy Personalization is always a good idea Use data to combat the CEO or executive “gut instinct”
Data
Subjectivity
#1 Credit Card Type
Average checkout process* includes five pages and up to 50 different steps. The credit card type can be detected by looking up the Issuer IdenPficaPon Number (IIN), which is part of the first 6 digits of the credit card number.
*2012 Smashing Design Study
MasterCard: 51-‐55 American Express: 34, 37 JCB: 35 Diners InternaPonal: 36 China Union Pay: 6200-‐6250
WHAT YOU CAN DO RIGHT NOW
Itemize things you learned for ecommerce Have your team priori5ze quick wins in the next 6 months Rinse and repeat every 6 months
THANKS!
TwiVer: @ryangripp Linkedin: Ryan Gripp [email protected]
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