Ultimo - how to improve website sales
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Transcript of Ultimo - how to improve website sales
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Task
Can you review Ultimo site and list some immediate fixes for Ultimo that could generate revenue?
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Registration
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Registration
Daunting!!!Style – poorEngaging – noInformation – too muchPreferred Password?Restrict to email only unless business requirement / what is done with address?Strip out Email format / Hear of us / One telephone number / StyliseWhy sign up? Incentivise...
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Trading
Flat / no trading on homepage – where are offers , deals, sale, valentines? Aspirational – but will that sell?
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Trading
Why is this not on homepage?
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Trading
Flat / no trading on homepage – where are offers , deals, sale, valentines
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Top Nav
Do your customers recognize these solutions / terms? Does not seem an intuitive fit vs competition
EverydayBlack LabelParty Solutions
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New In
New in Bridal wear
Not actually in New In
Why add NEW IN to copy?
Need to refine rules for new product and improve process / rules – multi attribute
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Cant see any at all!
Inventivised overlay / header drop down etc – you need that data but at present only captured on (laborious!) registration process – as a luxury brand you have more engaged audience who would be willing to sign up
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Engagement
Customers want engagement – show your audience that engagement!
No Blog – Google loves regular great content updated regularly – new in, valentines, perfect birthday present etc
Customer testimonials / Style focus
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Discount
Why not shouting?
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Category headers
Empty? Could you improve design etc
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Category Attributes
At times basic.. - eg colour, rating
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Discount / Savings
Could be better / cascade SALE Message through to product page and bigger shout re saving
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Checkout
You need to prevent 'No Size” selections being added to basket
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Checkout
Payment options?
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Free delivery
Big shout on Free Delivery – but not best usability practice – is it noticeable?
Could you not add 10% discount message – more forceful
Why not do more with the Free Gift message? Strong shout!!!
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Out of stocks
Possibly incentivize – sorry its out of stock BUT if you give us your email address / discount etc
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Merchandising
What are the rules behind cross sell? A lot of products have no associations
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Imagery
Great quality – try and keep same and not alternate
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Upsell at Basket
Trade the product more at basket – incentivised messaging etc
Tie in with current promos etc eg FREE delivery over #35
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Standardise trading of sets
These rules need to be looked at as at present confusing for customer when wanting to buy sets..
Lovely set – think Ill buy that ...
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Standardise trading of sets
These rules need to be looked at as at present confusing for customer when wanting to buy sets..
Hang on – where are the knickers...
Ill search for Vivian Fuller ...ahh – no knickers
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Gift Cards
Nice idea but how many people buy given the form filling? Add to product range and standard product page layout ….
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Gift Cards
Nice idea but how many people buy given the form filling? Add to product range and standard product page layout ….
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Real Estate
Your homepage needs to trade – and any imagery needs to be clickable which this is not - should at least be a PR page to read …
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Gift Card
Why is there no link to actually buy it …
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Ultimo on House of Fraser65 products No recruitment Have customer reviews – some only 3Why more imagery on HOF site vs Ultimo?More imageryLight descriptionsBetter experience
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Ultimo on Debenhams
21 products No paid but are doing PLAsNo reviews Poorer experience
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Ultimo on Debenhams
Where is Ultimo on the Debenhams Shop By Brand page?
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TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
TradeOffers , 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
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TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
TradeOffers , 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
![Page 33: Ultimo - how to improve website sales](https://reader034.fdocuments.us/reader034/viewer/2022042701/55cbc9fabb61eb59388b4666/html5/thumbnails/33.jpg)
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
TradeOffers , 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
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Thank you for your attention!
Dominic Smith Ecommerce Consultant
Www.redleafdigital.co.ukE / [email protected]
T / 07849259033