Embracing Web 2.0 & Turning on the Lights for E-Commerce

18th June 2009

Turning on the Lights for E-Commerce

• Parker Software Introduction• Understanding Consumer Behaviour with Web

Analytics• Online Customer Acquisition / Sales Conversion– Live Visitor Tracking – Engagement

• Improving Website ROI

Parker Software

• Parker Software based in the UK. Established in 2003, Parker Software develops innovative Windows based software aimed at companies that do business on the web.

• Our two main products are: WhosOn, a tool for monitoring web site visitor activity in real time and Email2DB, a tool for integrating incoming emails with business processes.

• We are a privately held company. All our software products are owned, developed & supported by us from our office in the UK.

Web Analytics?

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.

Web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase.

Web analytics measures the performance of your site- to become more usable, relevant and efficient

Question?

How Many of you use analytics?

What gains have you made?

4 Key Questions

• How did your visitors arrive?– Is your site on target– Customer intent– Marrying URL’s

• What are visitors looking for?– Analytics can tell you what people are seeking not

just what they’ve found– Cart Abandonment Rate

Key Questions.....

• Where are visitors landing / bouncing & viewing– Multiple homepages – Call to action– What Interests you customers

• What are your website’s trends over time?– Seasonal Trends– Demographics

Understand Your Web Traffic

• What are the paths to purchase?• Where are people leaving your site?

• Knowing this means changes can be made to guide people to the desired result

• Have Clarity of Purpose• Keep the Journey Simple• Minimise Customer Choice• Capture Data Quickly

Historical Data – Time For Change

Can you rely on historical data?– Google Analytics

• You can launch a campaign and make rapid changes if you see that things aren't working

• Monitor Visitors in Real Time

Live Visitor Tracking

• Live Statistics – Visitor arrival (landing page) through to page views

• Identification of referrers• Strip out spiders & bots – Human Traffic• Notifications of Types of Visitor• Monitor Multiple Sites• Remote View• Alerts of Page Errors Real-Time• Historical Data• CRM Integration

Web Analytics / Online Engagement

Web Analytics has two core components Discovery - current performance and potential issues Optimisation -acting on the results to fix the problems.

So how do you engage these visitors? How are you currently engaging your online visitors?

2009 - E Consultancy Survey

• 77% (3/4 of Respondents) said that the importance of online engagement had increased in the last 12 month, whilst one in nine said that online engagement was now either ‘essential’ or ‘important’ to their organisations.

• What is online engagement? & How can it be achieved?

Online Engagement

• Delivering an Experience• Keep Momentum• Maintain Excitement• Instil Confidence• Confirm its the Right Choice

• Content is Crucial• Usability is a Necessity

Two Way Process

• E-Retailers realise its not just one way traffic many now accept user input

• E-Retailers now accept customer conversations online

• Understand customers needs in real-time • Leads to increased conversion • Moving away from a storefront and becomes a

forum for two-way conversations

What the Experts Say

In this current economic climate, companies are finding that their online strategy will be vital in keeping their customers engaged.

Increasing long-term customer value and providing them with quality rather than quantity will be of highest importance. Finding a way to speak to your customers on a more individual level will mean greater satisfaction and loyalty.

The most valuable customers you can have are those who know you have made an effort to speak to them directly, and will happily recommend your product/service to their friends, colleagues and family.

WhosOnLive Chat A Two Way Process

• Enables Visitors to engage directly with you (or vice versa)• Real Time Communication• Provide Assistance or Help• Visitors Identify you as a Real Company• Quickest way for Visitors to get information they need about a

Product/Service• Helps sales conversion, improve customer satisfaction and loyalty• Widen Markets (Translation)• Lower Support Costs• Lower Overheads• Reduce Customer Waiting Times

Behaviour of an Engaged Customer

• recommends product, service or brand

Other Attributes • They are more likely to convert more readily• They purchase regularly• They are less likely to switch supplier

Summary

You must develop a deeper understanding of your online business to make it work and you must guide your customers through the experience remember the Internet is not tactile.

You must work harder with than ever to capture the hearts and minds that will decide on the success or failure of your website strategy

Further Information

www.parker-software.com

www.drmediagroup.com