Transcript of Sheerluxe: 50 tips to improve your online sales performance
- 1. roger@screenpages.com 50 ways to increase your online
sales
- 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. 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. Agenda Getting new customers Engaging customers Persuading
them to buy Making it simple to purchase Getting them to come
back
- 5. No silver bullets .its good old-fashioned hardwork
- 6. Firstmeasure Analytics build a custom dashboard Surveys
Usability studies 50 s of dynamite
- 7. Order confirmation page Three questions One text box
Surveymonkey 26 p.m. The answer to the survey debate
- 8. Getting new customers Email SEO PPC Referrals (Sheerluxe
emails) Affiliates Marketplaces Catalogues/lists Offline (eg PR)
Hidden gem: retargeting
- 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. Funny thing, conversion rate
- 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. Other ways to get in Google 1. 2. 3. 4.
- 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. Articles, style guides [& video]
- 15. Buying guides
- 16. How to & tips
- 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. 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. PR Catalogues Inserts Offline marketing
- 20. How to get good PR
- 21. 27% 21%Mobile opportunity?
- 22. 2.9% 0.9% 4.5% Mobile conversions
- 23. Mobile usage
- 24. Speed matters Each second costs you a 7% decrease in
conversions
- 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. 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. Navigation
- 28. Customer engagement fail
- 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. 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. Category page
- 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. Write great copy Buy this
- 34. Anatomy of a product page Link:
http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/retail-product-page/
- 35. Persuading them to buy What makes a good proposition?
- 36. But first: meet your competitors
- 37. Desirable products Well presented Attractively priced
Securely paid for Nicely delivered Communicated on every page What
makes a good proposition?
- 38. Persuading visitors to buy Service & hygiene factors
Delivery Returns Packaging Call-centre
- 39. Customer service Source:: E-consultancy
- 40. Work on delivery options Standard delivery (free?) Next day
premium Nominated delivery .and communicate them
- 41. Reviews & ratings (social endorsement) Onsite or
offsite
- 42. Make it simple to purchase Basket Security Big buttons
(especially for mobile)
- 43. Show your beautiful packaging
- 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. Quiz time: which checkout performs best?
- 46. Abandonned basket chaser 13.3% of such emails are clicked
35% of these clicks lead to a purchase AOV is 19% higher
- 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. 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. Loyalty schemes
- 50. Plan your attack
- 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. Planning taps you can turn New customers Existing customers
Visits/traffic sources % increase % increase Orders/conversions %
increase % increase Average order values % increase % increase
- 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. Things change
- 55. Keep it simple The best website is one that the customer
doesnt notice Source: Screen Pages 5th E-commerce Forum, 2013
- 56. Bonus tip: pick the right platform & agency
- 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. roger@screenpages.com @screenpages 01932 359 160 Thank
you