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E-COMMERCE
Customer Retention Strategies
Jonathan MurrayLing Liu
Micro-target customers with calls to action
GUIDELINE 1
OFFER THE
UNIQUE
Special Deal Highlighted
Option to bargain the price with seller
Secure Payment option
Directly Contact with seller
GUIDELINE 1
OFFER THE
UNIQUE
GUIDELINE 2 LOOK AND FEEL GOOD
Amazon
Comfortable ColourProduct Reviews
Help Themselves
360o Customer View
GUIDELINE 2 LOOK AND FEEL GOOD
Competitor : webtogs
Large icons
Clear layout
User direct contact with product
GUIDELINE 2 LOOK AND FEEL GOOD
Micro-target customers with calls to action
GUIDELINE 3 FAST AND
EASY TO USE
Great to use
GUIDELINE 3 FAST AND
EASY TO USE
Cross-sell encouraging customer spending
GUIDELINE 3 FAST AND
EASY TO USE
Micro-target customers with calls to action
GUIDELINE 3 FAST AND
EASY TO USE
GUIDELINE 4
VISITORS STAY AND
RETURN
Personalised recommendations
Improve quality of recommendations
GUIDELINE 4
VISITORS STAY AND
RETURN
Customer Review
Customer Reputation advantages
GUIDELINE 4
VISITORS STAY AND
RETURN
Customer Satisfaction = Customer Retention
Customer Retention = Repeat Business/€€€
GUIDELINE 4
VISITORS STAY AND
RETURN
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Pull not Push!
Full scope with whom we can advertise
AdventureSports.com
BlogsClients’
Sites
FacebookTwitter
Adwords
NewsletterCustomer lists
Affiliate Sites
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
RULE NO 5 : ADVERTISE
YOUR PRESENCE Google Advertising Option 1 -
Search Content Display
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
RULE NO 5 : ADVERTISE
YOUR PRESENCE Google Advertising Option 2 -
Display Network
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Hiking shows this campaign is more successful
However Running and Camping have higher ROI
Campaign should probably focus on these areas
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Three Campaigns focused on Customer retention
1. Ezine Subscription
2. Sale of Running Equipment
3. Sale of Camping equipment
Link your Site layout to Advertising Campaign
Micro-target customers with calls to action
Call to action generate leads and conversions
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Pull not Push!
Social Media – Broadening your Customer Base
Each activity area can be granted one each
Measure the Value of a Facebook Fan?eConsultancy
Your Blog sites should be using Google Adsense
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Market Me Tweet
Several Accounts geared towards your Customer interest type
Brand tweets as AdventureSports.com
Each Tweet lead to specific page
Use social media to spread these call to action
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Tweets can now appear on sponsored links – announced by hubspot 3rd Nov 2010
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
Example : Firebox.com
Pays customer €50 for a winning photo/video
Appears on twitter and facebook
GUIDELINE 5
ADVERTISE YOUR PRESEN
CE
GUIDELINE 6
LEARN FROM YOUR SITE
eCommerce Tracking
Option 1: Google Analytics
Option 2 : Website optimiser in Adwords
GUIDELINE 6
LEARN FROM YOUR SITE
Google Analytics
eCommerce Tracking
GUIDELINE 6
LEARN FROM YOUR SITE
Creation of m.AdventureSports.com
Separate tracking process
Smart phone customers purchasing running equipment perfect group map my run or health
monitor
GUIDELINE 6
LEARN FROM YOUR SITE
Product used with iPhone
GUIDELINE 6
LEARN FROM YOUR SITE
http://www.outdooradventurestore.ie/
Excellent design – great link in to one of their customers
http://www.53degreesnorth.ie/
Good use of Customer base – ezine – loyalty card
http://www.gooutdoorireland.com/
Cost of a Cheap design – loss of customers
Also your Competitors’ sites!
GUIDELINE 6
LEARN FROM YOUR SITE
A must have as your competition is using it!
GUIDELINE 6
LEARN FROM YOUR SITE
http://www.asics.co.uk/
Good online shop – running information
http://www.runtheline.com/
Writers happy to review and promote your product
Include them in your Display Content Search
Also your Clients’ and Customers’ sites!
GUIDELINE 6
LEARN FROM YOUR SITE
Safe Transactions
GUIDELINE 6
LEARN FROM YOUR SITE
SLL Certs
GUIDELINE 6
LEARN FROM YOUR SITE
Payment options : Paypal or Gateway Merchant Accounts
V’sGUIDELI
NE 6 LEARN FROM YOUR SITE
QUESTIONS ?
SIX GUIDELINESFOR
YOUR SITE