Marketing in E-Commerce focus pe client - TeCOMM 2013
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Marke&ng in E-‐Commerce
focus pe client – loializare & reten2e
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Cosmin Daraban • online din 2.000 -‐> 13 ani de experienta online • CMO & co-‐fondator SilkWEB din 2005 • peste 100 de magazine online dezvoltate • dezvoltare MintMetrics din 2012
/dcosmin /dcosmin
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Profit = Venit -‐ Cheltuieli
• Reten2a si loializarea clien2lor i2 reduce cheltuielile si i2 creste profitul
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Obiceiuri de cumparare in Romania
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Afla date despre clien&i tai
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Traficul e tot mai scump
Azi clien2i tai sunt peste tot, in mai multe medii, pe mai multe site-‐uri, retele sociale, dispozi2ve. Costurile pentru traficul din site cresc zilnic.
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Pe unde te promovezi
• Peste tot unde ajung clien2i tai, unde se informeaza despre 2ne si produsele tale, unde pot ci2 pareri si lasa comentarii.
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Si pe Facebook
Da, Facebook vinde daca foloses2 corect acest canal in tot funnel-‐ul de vanzare. De regula, de aici lumea cumpara produsele cu un grad mare de share (se lauda cu ele J ), dar am vazut si ches2i mai serioase.
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De ce sa-‐& monitorizezi concurenta
• Iden2fici strategia de marke2ng • Afli ce produse vand mai bine (cele mai promovate)
• Iden2fici paUern-‐uri de promovare din trecut • Inve2 din greselile lor • Iden2fici eventuale probleme din ograda ta
• Clien&i tai ajung si pe site-‐urile lor
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Top 10 pagini in social media
Masoara impactul social media asupra site-‐ului tau si compara-‐l cu cel al concurentei daca ai acelasi 2p de produse.
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De la vizitator la client
Vizitatorii unui site sunt in diferite stagii de cumparare: cercetare, comparare, cumparare. Transmite-‐i incredere, da-‐i ceva gratuit contra datelor de contact ex adresa de email. Declanseaza vanzarea inaintea concurentei.
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Cercetare, comparare, cumparare
Interac2unea cu magazinul tau creste, clien2i analizeaza mai mult si i2 urmaresc ac2vitatea pana in momentul deciziei de cumparare.
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Op&mizari de conversii -‐ UX CRO
• Ofera un site perfect dpdv tehnic pentru vizitatorii tai.
• Elimina orice eroare de navigare. • Foloseste imagini mari, clare. • Butoane clare de call to ac&on. • Formulare minimaliste (campuri pu2ne, de baza) • Icon-‐uri procesatori pla2 online, cer2ficate SSL, garan2i, feedback clien2 etc.
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Afla ce-‐si doresc, incotro navigheaza
U2lizand Google Analy2cs plus un heatmap i2 dai seama cum vizitatorii tai ar face orice, doar sa nu-‐2 de bani (sa nu cumpere). Elimina-‐i op2unile !
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Cum i& reduci costurile
• Educare • Socializare • Comunicare • Loializare • Segmantare • Profilare • Reten2e
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Educare NU vanzare
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Loializare – de ziua numelui
Seteaza reguli exacte in magazinul tau. Acorda-‐le mereu importanta clien2lor tai si fai sa se simta importan2 cu fiecare ocazie.
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Oferta in cosul de cumparaturi
Po2 incuraja plata online cu cardul. Aces2 clien2 sunt mai seriosi, sunt obisnui2 sa faca cumparaturi online si le po2 face vanzari repe22ve in 2mp.
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Marke&ng in site
• op2mizeaza si promoveaza pentru oameni • investeste in con2nut si design (sau invers) • oamenii sunt lenesi -‐> iesi din zona de confort • monitorizeaza-‐2 compe22a • promoveaza-‐2 doar top oferte comerciale • asculta-‐2 clien2i si ofera-‐le maxim de incredere in site
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Op&mizarea/testarea formularelor + CTA
Op2mizare formular Audit SEO SilkWeb
Op2mizare flux comanda -‐ vizualizare produse / adaugare in cos
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Recomand
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Multumesc
silkweb.ro mintmetrics.ro twiUer.com/silkwebro facebook.com/silkwebro linkedin.com/company/silkweb [email protected]