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Presentation by Roger Wilcocks, Screen Pages, delivered at the Digital Marketing Show 2014.
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300+ e-commerce websites since 1997
Substantial e-commerce website experience (ca. 100 yrs)
Magento specialists since 2009
Award winners & award-winning clients
New builds, migrations & upgrades
Screen Pages key facts
Agenda
Getting new customers
Engaging customers
Persuading them to buy
Making it simple to purchase
Getting them to come back
No silver bullets…
First…measure
Analytics
Surveys
Usability studies
Google Analytics
Build a custom dashboard
Whatusersdo & attentionwizard
50 ££s of dynamite
Order confirmation page
Three questions
One text box
Surveymonkey £26 p.m.
Surveys
Getting new customers
SEO
PPC
Direct
Referrals
Affiliates
Refer a friend
Catalogues/lists
Offline (eg PR)
Getting new customers
Source Traffic Conversion £ per visit
Brand related searches 14.5% 6.3% £4.45
Generic search 14.1% 1.5% £0.55
Paid search 19.9% 3.4% £2.74
Email marketing 20.6% 4.9% £2.73
Referrals 10.5% 2.4% -
Average 3.9% £2.64
Funny thing, conversion rate
SEO tips
Page titles
Meta data
Keywords in copy (& other places)
Sitemap
It’s all about links
Google: “SEO in Magento”
Get in Google
1.
2.
Content
Category page copy (hardest pages)
On domain blog (Wordpress, please)
Content pages optimised for target keywords
How to…
Buying guides
FAQs
Ideas/inspiration etc
Linked to around the site with “anchor text”
Produce great content & video
Social Media
Facebook Like & Tweet (or Share This)
Distribute your content
Make videos, host on Youtube & embed
Get a channel
But:
Ca. 1% of traffic & 0.1% conversion
Exception: “causes”
How to measure SEO
Organic search
Filter: exclude <your brand name>
Generic traffic is ca. 25%
Note: apportion “not provided” pro-rata
• Case study
• Holy Grail at the end of the ‘long tail’?
• 3,729 search terms = 55% of sales
• Looking good!
SEO – holy grail?
SEO – the truth
5x increase in generic traffic in 6 months
Increase from 5% to 10% of total traffic
But 6% of total sales = lower ROI
No. 5 “swiss watches” = 400 visits per month & no sales
First page for “watches” (negative ROI)
PR
Catalogues
Offline marketing
27%
21%Opportunity?
2.9%
0.9%
4.5%
Speed matters
% landings bounce%
Home page 39% 17%
Category page 22% 31%
Product page 19% 56%
i.e. not on the home page. Opportunity.
Where do visitors land?
37%
37%
Engaging customers
New/latest/sale
Promotions (regular & varied)
Content (lots of it) & photography (lifestyle)
Landing pages (category & product pages)
Navigation
Get the categorisation right
Dropdowns (esp. multi-layered)
Filters (price, colour etc – but caveat)
Put your products in the “right” order
Special case: category pages
25-50% of all entrances
40-50% of all page views
Three roles:
Landing pages
Routing pages
Conversion pages (with add to basket)
Make it work
Remember:
68% of people don’t arrive on the home page.
Nearly 4 in 10 of these leave.
Product pages
Copy
Photography
Call(s) to action / how to transact / service
What if it’s not quite the right product?
What goes with this?
Write great copy
Buy this
Persuading them to buy
What makes a good proposition?
But first: meet your competitors
Desirable products
Well presented
Attractively priced
Securely paid for
Nicely delivered
Communicated on every page
What makes a good proposition?
Persuading folk to buy
THE SERVICE
Delivery
Returns
Packaging
Call-centre
Customer service
Source:: E-consultancy
Work on delivery options
Standard delivery (free?)
Next day premium
Nominated delivery
….and communicate them
Reviews & ratings (social endorsement)
Onsite or offsite
Make it simple to purchase
Basket
Security
Big buttons (especially for mobile)
Show your beautiful packaging
Make it simple to purchase
Integrated payments (+ alternate methods)
No distractions (different header?)
Language & tone
Registration or not?
Example: “pay securely now” vs. “submit”
How does it convert?Quiz time:
which of these checkouts
convert best?
Basket and checkout funnel
Abandonned basket chaser
Getting them back
Conversion data
Surveys/Analytics
Trigger emails
Email marketing (once a week now, twice for VIPs)
Loyalty schemes
Catalogues
Recent survey26% had 20% of traffic from emails.
20% had email traffic converting at 8%+
Build your email database
Those that do it well, benefit extremely well
It can performs at 4-7 times regular traffic
Emails are increasingly opened on mobiles
Guidance:
1. Design your transactional emails
2. Manage & update their content
3. Tag them for Google Analytics
Read this article:
http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database
Email marketing (best converting traffic)
Loyalty schemes
In summary
Five fundamentals
1. Agree & quantify business goal
2. Breakdown into key activities
3. Identify metrics for each activity set
4. Define activities to achieve the metrics
5. Measure results
“A goal without a plan is just a wish”
Planning taps you can turn
New
customers
Existing
customersVisits/traffic sources % increase % increase
Orders/conversions % increase % increase
Average order values % increase % increase
Ling’s Cars £35m
“…On a website, you are competing with
You Tube, porn sites and Facebook. You are
not trying to out-bore your local council
website. So, open the energy taps, eat
sugar and get on with something exciting.
Split testing/focus groups etc, is just a fast
road to the lowest common denominator,
just as you see in politics; boring.”
Things change
22. Keep it simple
“The best website is one that the
customer doesn’t notice”
Bonus tip: pick the right platform & agency
