Maximising your eCommerce InvestmentKurt Wilson.Overview pptx

Start-up eCommerce• Invest time in creating a quality feel – Use high quality photos – Use multiple images if relevant – Provide detailed product specifications – Associate products to f

Maximising your eCommerce Investment

Kurt Wilson

• How do we maximise our investment?

– eCommerce Objectives

• We will consider two different scenarios

– Considerations for Start-ups

– Existing eCommerce

• Recommendations

- Based on “ notes from the field”

• eCommerce is about CFR

– Conversion [of browsers into buyers]

– Fulfilment [of orders]

– Retention [customer loyalty & up-sell]

• Your eCommerce solution should:

– Instil confidence/trust

– Be fast, secure, easy to navigate, intuitive

Start-up eCommerce

• Choose a Partner not a Supplier

– Do they understand your business?

– Can they provide a complete service? – Do they have a successful track record? – Can I work with these people ongoing?

• Choose a Dynamic solution

– CMS should be easy to use

– Solution should be extensible

Start-up eCommerce

• Invest time in creating a quality feel

– Use high quality photos

– Use multiple images if relevant

– Provide detailed product specifications – Associate products to facilitate cross sell – If relevant show product compatibilities

Start-up eCommerce

• Adopt an “Inline” payment solution

– Requires a merchant ID

– Better user experience

– More professional image

• Listen to advice

– Avoid getting emotional on non-value add features [consider the cost-benefit]

– Adopt the KISS approach

Existing eCommerce

• How can we maximise CRF?

[Conversion, Fulfilment, Retention]

– Design & Content

– Functionality

– Usability

– Marketing

– Back Office & Integration

Design & Content

• Design should be clean, fresh, and contemporary

– Promote Brand Awareness at all times – Instil confidence – the web is faceless – Web 2.0 design concepts

• Content

– W3C compliant, WAI Level A (Priority 1) – Be mindful from an SEO perspective

• Payment Methods

– Consider implementing multiple methods and

if relevant multiple currencies

– Google Checkout implication on PPC

• 3-D Secure: “Chip & PIN for the web”

– Compulsory from 01/07/07 for Maestro

– Increased protection from fraud &

charge-backs

Functionality (cont.)

• Discount/Promo Codes

– Fixed or percentage based

• Gifts/Ideas

– Gift selectors

– Gift wrapping

• Product Reviews

– Instils confidence, more likely to convert

Functionality (cont.)

• eMarketing

– Newsletters targeted to existing clients

• Self Service Management

– Engage users and encourage self-service

• Web 2.0 (read/write)

– Social Networking – Blogs, Bookmarking – Provide and consume RSS feeds

Functionality (cont.)

• Tips from a Technical Perspective

– Implement AJAX

– Automatic image resizing via CMS

– Consider server side HTTP compression

• Value Add Ideas

– SMS Text Messaging (MT easily integrated) – Status driven email notifications

Marketing, PPC

• Benefits of Pay Per Click (PPC)

– Immediacy, short term quick win

– Controllable, Scheduling of Adverts

– Goals & Conversions

– Measurable ROI

– A/B Split testing and Multivariate testing – Funnel Pages

– Feasibility analysis (most valuable IMHO)

Marketing, PPC

• Disadvantages of Pay Per Click (PPC)

– Cost

– Click Fraud [estimated at 14 – 30%]

– Lack of implementation knowledge resulting in wasted spend

Marketing, SEO

• Benefits of SEO

– No cost per click (CPC)

– Increased Traffic

– Credibility [Authority Website]

Marketing, SEO

• Disadvantages of SEO

– No guarantees

– Initial costs

– Timeframe to see results

– Lack of control [Off Page factors]

Marketing, Analytics

• Analytics unlocks “gems of knowledge”

– Implement Google Analytics

• How are people finding you?

• Setup goals

– Are there issues with the site?

• Utilise the power of funnels

– Is your PPC working? Consider the following:

• Click Through Rate (CTR)

• Cost Per Click (CPC)

• Cost Per Acquisition (CPA)

• Return On Investment (ROI)

Back Office

• Integration into disparate systems

– Automated product feeds

– Automated into the supply side

– Real-time postings into 3rd party systems

• Companies that succeed in eCommerce tend to leverage technology to reduce

overheads and therefore increase profit

• Question and Answers