Notcutts5

TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer

Trade

Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer

ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy

RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc

Devices - Across all devices – DT, mobile, tablet, phone etc

Channels - Across all channels if MCR – stores, concessions etc

RETAIL TRADING MODEL

Cant see any Product listing ads High SKU count – should be pushing out Potting bench – competitive yet no presence Who is?

Greenfingers, Greenhouse stores, Primrose..

PLAs (Product Listing Ads)

Google placing more importance on them

Better conversion rates than paid

Local shopping / C and Collect / video etc

Using PLAs also enables working with Google approved companies such as TrustPilot / Feefo

Feeding back product / service reviews based on shopping experience

Increasing conversion rates and brand awareness on Google Shopping

Greenfingers also using branded search alongside PLAs – extra reach

Wyevale have 2,500 products – Notcutts? Minimum would be rolling out top converting product trial

PLAs (Product Listing Ads)

No Affiliate program? Missed opportunity for brand

growth Missed opportunity for sales

and New customers Missed opportunity for new

partners Extra reach with SEO and Paid Rollout with great comm rate Latterly split new / existing

comm rates Also integrate store for local

reach / Geo demographic

420k unique p month

Affiliate program

Use Tradedoubler 15% commission

Email signup

Email address sign up is buried Why sign up? Give a reason Test USPs vs Win spending spree etc Overlay on home page and track uplift Great chance to build database /

ECRM

Other Channels

CSE – competitive pricing so start using CSEs/ comparison sites – Shozilla / Kelkoo etc

Retargetting - at product, category and basket level – test with GDN then rollout eg criteo / struq

Pretargetting – identifying audience and match to low cost inventory buys

Marketplaces – aspirations? Ebay / Amazon / different trading shop? Brand issues?

Bloggers – Outreach program to gardening / wildlife type bloggers – engaged audience with brand plus good SEO traffic

Social – at present social not big part of the mix – drive up engagement with followers with integrated campaigns / campaign calendar – poss use stores to build local audience

Any new channels costed and modelled – increasing CPA and impact on EBITDA / profit model – attribution management / LTV model


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New Customers

Encourage new customer discounts across recruitment

Discounts, offers, competitions etc

Use strategically when looking at weekly KPI Homepage overlay

Tie in with recruitment

Sliders

4 sliders on homepage – why not trade each one rather than Slider?

Have you tested? Favourite of UK sites not US Studies show first slide accounts for 84% of visits – econsultancy Consider – too many messages = no message, banner blindness,

test eg 3 statics vs 3 sliders

http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/

Christmas

Christmas still on top nav Remove and trade off

January sale Image issues with banners Improve how category is

retailed – address in CMS Range planning ? New in?

Discounting / Trading

Review discounting logic / guidelines

20% off everything – then takes me to ½ price, 50% off, Save #3 etc

Confusing for customers – make clear these are AFTER 20% OFF

Keep to one format? Apply discount at checkout ATFold

Basket Drop Down Basket drop down – good / best practice and obvious to customer

Add upsell message on drop down – Yoursclothing testing saw 10% uplift in AOVs

Functionality already exists as a t checkout page but buried Can be rolled out to 2 for 1s and more offers CRO testing methodology Category / product level logic eg one category may have different

rules vs another

Discounting / Trading

Can you look at more multioffers for out of season sale stock? How much money making with postage added? Loss making? If so non transactional and direct to in store offer only!!!

Store finder / Pages

Store finder is buried on home page How much traffic comes to site and types store search terms? Analytics integral If a lot consider revising header – customers want to find store as part of MCR

offer longer term Doesnt stand out at present Did this at TOFS after seeing high store search terms

Store pages - Great content – consider store FB/ blog etc – link in store content long term C/Collect options plus

Gift Cards

How much traffic looking for gift cards?

Cant find any online Competition do sell gift

cards Opportunity – tie up in

store and online More ECRM

opportunities

PETS !!!

16 stores offer pets but no mention on site – store pages plus add pet content onto site

Eg rabbit guides on rabbit hutch pages – and these stores sell them...

Flower Builder

Build out attributes / competition do have / add to homepage / CMS

Shade plants vs sunny plants etc

Attributes / Trading the site As mentioned before

trade more offers on homepage

Remove the Sage and Delivery messages to USP strip

Frees up offer space Start looking at Mega

Deals More attributes – 2 for ,

Online exclusives ..

Attribute buildout

At times attributes are basic – keep up with competition with additional data for attributes – eg benches – colour, style, no of seats, bench size, height etc

Also very beneficial for feeds / working with other partners

Fresh product

How often are new lines added? If regularly, start trading on homepage, add new in logic to top nav (eg

in both categories for 2 weeks then drop out of new in) Creates freshness and brings customers back - stickiness

USP strapline

USP strap needs to improve / agree and add strong strap to header – also strap is at second level of site / category pages / not home.

Move Free delivery banner / Sage to strap and use space to trade more effectively

Guarantees / Memberships

All USPs need to be collected and promoted

This is a strong guarantee – why is it buried?

FSC – are you members? Doesnt say

Sustainability – you could be shouting this so much more – especially in store

Out of stocks

Good practice – show the product out of stock as does not dilute category

I have seen quite a few so would want to review

TOFS - 68% OOS to 98% OOS – reports daily / replenishment

Can you suggest alternative?

Offer discount on product if they give email address and we email out with discount

ECRM model – direct them to stock in store (local branch) based on postcode

Returns

Can I return to local store? When I called I was advised I could? Maybe this should be a bit clearer


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Promotion codes

Try not to lose traffic – they have got this far so try and keep them Test how much this used – most codes at present are not valid What categories most redeem – if just a few then serve for these categories Options Place below fold Only show to discount traffic – eg is working with affiliate / coupon sites Remove box and add a Discount Offer email sign up

Sage prominence

Sage is showing below the fold – needs to be more visible

Move it up a bit next to order details - “Get another 10% off this price – join our Sage club Wording needs to be more impactful and less wordy

Membership of Sage then integrated with normal checkout process – ie minimum disruption to process

New Customer drop out

Checkout is self contained and progress bar which is best practice BUT could be a big drop out in new customers at this point.

Assuming split of returning / new is 70 / 30, new customers get confused as “New to Nottscutts” is below the fold

I suspect some drop out here …... Instead you should have a clearly laid out New / Existing customer page.

New Customer dropout

ASOS - New to ASOS vs New customer registration

No Reviews Plans for Reviews? Crocus and Greenfingers both

have – standard Customers expect interaction Added to Yours and saw 3

star product plus conv improvement

Great UGC also – plus merch / product feedback / SEO

No testimonials No customer testimonials Use your customers – get more UGC from

these Add to homepage – 95% of our customers

rate us .. Competition have great testimonials –

greenfingers

Search – potting sheds

Review Search functionality as some anomalies – refinements required for better UX - “POTTING BENCH” pulling 125 items – All potting and all bench

Consider 3rd party eg SLI sytems etc

Blog feedback

Great content – More great content re the awards and feedback from the blog – add it to a Blog Testimonials / what our bloggers say about us etc

Re blog, get more blogger

outreach and bloggers engaged with brand – we di at Yours and was huge success

Blog has 4 years of great content – move to top of site for chance for customers to sign up / more quality inbound links / SEO etc

Product Pages

Possibly pull the P and P and be upfront re full price – test

Image – enlarge / overlay rather than zoom – worked better at yoursclothing

You may also like – should be populated by default – sometimes empty

Descriptions – could be better / some limited to a few bullets / attributes / customer services

Make more of Sage price – bigger / more impactful?

Real time stock levels – can these be fed into the page? If so at local level with Click and Collect?

Delivery – long lead times for today – can they be improved? 3-7 days, 5- 9 days, 14 days, - NEXT DAY?, SATURDAY?, NOMINATED TIME?

Product Pages

I have always been a fan of UGC – especially in retail. Let your customers provide you with content and load that content onto the site – not just reviews but link Customer Services to manage any Q and A plugins you may want to embed

Great UGC

Good for SEO

Customer Services Great for buyers /

improving content with suppliers

Others .. Plans for Verified by Visa? Expensive BUT

3DS reduced chargebacks considerably at TOFS

“Dont forget you have added to your basket” message upon returning after lost sessions

Adding the security logos to the reassurance message in header?

Thanks for the order – how are we doing ? Any feedback plugin?

Click and Collect Deliver to Store offers Paypal payment option?


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ECRM

Signed up 5 days ago and no promo email yet – no welcome email therefore I assume nothing in place aside from standard ad hoc blanket emails?

Are email addresses being passed through as this can sometimes be the issue

I have not received email from Greenfingers, Crocus or Wyevale yet too

Initial Focus

Review all current comms – auto and order based

Set up basic ECRM if possible Welcome emailAbandoned basket emailBasic cross sell Not purchased (x weeks) Not purchaed (Yweeks)Re-engagement after x weeksFile management

Key to this is understanding the customer file and trading rate of the base


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Mobile

Not mobile optimised !!! Nether are many of the competition Poor conversions across mobile / checkout Probably accounts for 40% of traffic? Lost opportunity – address Include mobile optimized email Poor Brand experience Possibility of lagging behind “Mobile friendly site from Google More companies now looking at 3rd gen mobile

journey – landing pages / geo dem targetting and checkout

Stores

No data capture as I could see Older audience so perhaps difficul

Test data capture / EPOS at tillpoint / Yours

Incentivised data capture / staff incentivised / customers enter raffle for spend in store etc

Order online – messy desk / no POS and no incentive / TOFS

Deliver to Store offers / Behind till point

Click and Collect – longer term / Additional pickup points etc

Education piece / Re-attribute sales / Yours / staff education etc Geo demograophic targetting / Mobile Search / Mobile affiliates

Summary

Traffic – review all traffic channels and build out opportunity costed and modelled. Currently looks like very little paid traffic

Trading – review process for trading / range planning / CMS etc plus focus on any content enhancements. Deal of the week, countdown clocks, offers etc

Convert – checkout is streamlined at present and not bad, enhance by

CRO testing a few changes – look at additional payment options, set up conversion funnels at checkout. Address mobile immediately

Retain – Review all touchpoints, customer base, 2nd orders, 3rd orders, email setup and draft proposal re requirements

Stores – understand long term C and C ambitions and MCR integration – plus get stores on board with web?

Thank you for your attention!

Dominic Smith Ecommerce Consultant

Www.redleafdigital.co.ukE / [email protected]

T / 07849259033

http://Www.redleafdigital.co.uk/

mailto:[email protected]

Notcutts5

Retail

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