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  rgripp@h2oplus.com  

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