1. 1. roger@screenpages.com 50 ways to increase your online sales
2. 2. 300+ e-commerce websites since 1997 Substantial e-commerce website experience (ca. 100 yrs) Magento specialists since 2009 (ca. 100 implementations) Screen Pages key facts
3. 3. Best practice e-commerce Bespoke/customised websites down to the last pixel Professionally designed & specified & constructed Heavily content-managed by you Functionally rich/complex + integrated with ERP/back office Fast, reliable & scaleable Its going to be changed almost as soon as its Our philosophy to website building
4. 4. Agenda Getting new customers Engaging customers Persuading them to buy Making it simple to purchase Getting them to come back
5. 5. No silver bullets .its good old-fashioned hardwork
6. 6. Firstmeasure Analytics build a custom dashboard Surveys Usability studies 50 s of dynamite
7. 7. Order confirmation page Three questions One text box Surveymonkey 26 p.m. The answer to the survey debate
8. 8. Getting new customers Email SEO PPC Referrals (Sheerluxe emails) Affiliates Marketplaces Catalogues/lists Offline (eg PR) Hidden gem: retargeting
9. 9. Getting new customers Source Traffic Conversion per visit Brand related searches 14.5% 6.3% 4.45 Generic search 14.1% 1.5% 0.55 Paid search 19.9% 3.4% 2.74 Email marketing 20.6% 4.9% 2.73 Referrals 10.5% 2.4% - Average 3.9% 2.64
10. 10. Funny thing, conversion rate
11. 11. SEO basics Page titles Meta data Keywords in copy (& other places) Sitemap You should be able to content-manage the onsite assets Its all about (interesting) content You cant trick Google Mobile is now a big issue for many
12. 12. Other ways to get in Google 1. 2. 3. 4.
13. 13. Content marketing dumbed down Category page copy (hardest pages *** more later) On domain blog (Wordpress, please) Content pages optimised for target keywords How to Buying guides FAQs Ideas/inspiration etc
14. 14. Articles, style guides [& video]
15. 15. Buying guides
16. 16. How to & tips
17. 17. Social Media Facebook Like & Tweet (or Share This) Distribute your content Make videos, host on Youtube & embed Get a channel But: Ca. 1% of traffic & 0.1% conversion Exception: causes
18. 18. Case study Holy Grail at the end of the long tail? 3,729 search terms = 55% of sales 5x increase in generic traffic in 6 months Increase from 5% to 10% of total traffic Looking good!? SEO holy grail? 6% of total sales (vs. 10% of traffic) = lower conversions & ROI No. 5 swiss watches = 400 visits per month & no sales First page for watches (negative ROI)
19. 19. PR Catalogues Inserts Offline marketing
20. 20. How to get good PR
21. 21. 27% 21%Mobile opportunity?
22. 22. 2.9% 0.9% 4.5% Mobile conversions
23. 23. Mobile usage
24. 24. Speed matters Each second costs you a 7% decrease in conversions
25. 25. 85,000+ visitors on both 13th & 14th November 20,000 orders processed Appeal raised 32m Two front-end, load balanced servers One database server Magento Enterprise Synchronised with eBay store Integrated with warehouse Scale, load & peaks
26. 26. Engaging customers New/latest/sale Promotions (regular & varied) Content (lots of it) & photography (lifestyle) Make your landing pages compelling (category & product pages) Navigation Categorisation is critical Dropdowns (esp. multi-layered) Filters (price, colour etc but caveat) Put your products in the right order
27. 27. Navigation
28. 28. Customer engagement fail
29. 29. % landings bounce% Home page 39% 17% Category page 22% 31% Product page 19% 56% i.e. not on the home page. Opportunity. Where do visitors land? 37% 37%
30. 30. Special case: category pages 25-50% of all entrances 40-50% of all page views Three roles: Landing pages Routing pages Conversion pages (with add to basket) Yet, sadly overlooked Remember: 68% of people dont arrive on the home page. About 4 in 10 of these bounce
31. 31. Category page
32. 32. Product pages Bullets and copy Photography/video Call(s) to action / how to transact / service Reviews/testimonials Why are you selling it? Instructions Delivery & returns What if its not quite the right product? What goes with this?
33. 33. Write great copy Buy this
34. 34. Anatomy of a product page Link: http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/retail-product-page/
35. 35. Persuading them to buy What makes a good proposition?
36. 36. But first: meet your competitors
37. 37. Desirable products Well presented Attractively priced Securely paid for Nicely delivered Communicated on every page What makes a good proposition?
38. 38. Persuading visitors to buy Service & hygiene factors Delivery Returns Packaging Call-centre
39. 39. Customer service Source:: E-consultancy
40. 40. Work on delivery options Standard delivery (free?) Next day premium Nominated delivery .and communicate them
41. 41. Reviews & ratings (social endorsement) Onsite or offsite
42. 42. Make it simple to purchase Basket Security Big buttons (especially for mobile)
43. 43. Show your beautiful packaging
44. 44. Make it simple to purchase Integrated payments (+ alternate methods) No distractions (different header?) Registration or not? Language & tone Example: pay securely now vs. submit
45. 45. Quiz time: which checkout performs best?
46. 46. Abandonned basket chaser 13.3% of such emails are clicked 35% of these clicks lead to a purchase AOV is 19% higher
47. 47. Getting them back Conversion data Surveys/Analytics Trigger emails Email marketing (once a week now, twice for VIPs) Loyalty schemes Catalogues Recent survey 26% had 20%+ of traffic from emails. 20% had email traffic converting at 8%+
48. 48. Build your email database Those that do it well, benefit extremely well It can performs at 4-7 times regular traffic Emails are increasingly opened on mobiles Guidance: 1. Design your transactional emails 2. Manage & update their content 3. Tag them for Google Analytics Read this article: http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database Email marketing (best converting traffic)
49. 49. Loyalty schemes
50. 50. Plan your attack
51. 51. But first. 1. Agree & quantify business goal 2. Breakdown into key activities 3. Identify metrics for each activity set 4. Define activities to achieve the metrics 5. Measure results A goal without a plan is just a wish
52. 52. Planning taps you can turn New customers Existing customers Visits/traffic sources % increase % increase Orders/conversions % increase % increase Average order values % increase % increase
53. 53. Lings Cars 35m On a website, you are competing with You Tube, porn sites and Facebook. You are not trying to out-bore your local council website. So, open the energy taps, eat sugar and get on with something exciting. Split testing/focus groups etc, is just a fast road to the lowest common denominator, just as you see in politics; boring.
54. 54. Things change
55. 55. Keep it simple The best website is one that the customer doesnt notice Source: Screen Pages 5th E-commerce Forum, 2013
56. 56. Bonus tip: pick the right platform & agency
57. 57. Tinkering Wasting time on the SEO black hole Looking at your site on a PC 3 things to stop & 3 things to start Listen to the voice of your customers (analytics, user testing, surveys) Send targeted, personalised emails (automatically) Create more & better content
58. 58. roger@screenpages.com @screenpages 01932 359 160 Thank you