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Explore the e-commerce industry in Serbia and Croatia. Learn more about the e-commerce users: who is a typical e-client on the Serbian web? Who is buying the most often? And what is the potential for growth of the interest in e-shopping in the incoming years? These questions can be answered observing the neighbouring Croatia and its industry trends. If you are an e-commerce player yourself - get to know how you can provide your users with a better experience on your web site? Digital tools and insights can help your virtual merchandising and enhance site usability as well make it possible to offer better targeted offer. Get return on your investment in the click monitoring and heat zones identification through more sales and higher customer engagement!
Citation preview
Marta Klepka
Gemius SA
Digital insights for e-commerce industry in Serbia
How to improve usabiliity of e-commerce services & virtual merchandising
E-trgovina, Palič, 26.04.2012
2
• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver
effective online campaigns or use the internet as a communication channel
About us
3
,
JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova
De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia
Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)
Gemius as the currency in online measurement
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The story is… • The profile of e-shopper in Serbia and Croatia
• Loyal customers
• Improving ROI thanks to targeting and more effective promotion
• The key to virtual merchandising
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OK, so who is shopping online in Serbia?
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The percentage of internet users who shop via internet increased significantly over the years in Croatia. That gives Serbia hope for the brighter future
How many internet users shop online?
Situation on Serbian market looks quite optimistic Percentage of declared rate of shopping via the internet
58,43%
41,57%
Serbia 2012
do not shop
shop 67,14%
27,69%
Croatia 2008
do not shop
shop
50,62%
45,00%
Croatia 2012
do not shop
shop
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
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Croatians are still distrusful when it comes to online shopping outside their country. This trend changes with time but slowly.
E-shopping on foreign sites
76,86%
17,54%
Croatia 2008 e-shopping abroad
do notshop
shop
58,84%
36,13%
Croatia 2012 e-shopping abroad
do not shop
shop
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
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At present Serbian men shop significantly more than women. Croatian case shows us this is likely to change with time.
Gender share in online shopping
Croatian case as well as others show us that as market matures, gender disproportions tend to even out
41,75%
58,25%
Serbia 2012
Females
Males
40,68%
59,32%
Croatia 2008
Females Males
46,26%
53,74%
Croatia 2012
Females Males
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
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The Croatian case shows us growth in importance of smaller settlements. It is likely that Serbia wil follow that pattern.
Growing role of smaller settlements
Presently inhabitants of major cities dominate the online market We predict that with time this will change.
37,77%
18,68%
18,28%
16,26%
Serbia 2012 over 100,000
25,000-99,999
5000-24,999
up to 5000
32,30%
16,92%
19,28%
25,50%
Croatia 2008 over 100,000
25,000-99,999
5000-24,999
up to 4,999
26,82%
15,80% 19,89%
30,20%
Croatia 2012 over 100,000
25,000-99,999
5000-24,999
up to 4,999
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
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Number of seniors (55+) who shop online is relatively high
Seniors
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
In comparison in Croatia in 2008 their activity was neglegible and is still small.
26,11%
30,03%
21,50%
11,88%
10,49%
Serbia 2012
15-24
25-34
35-44
45-54
55+
29,30%
27,15%
25,44%
12,76%
0,54% Croatia 2008 15-24
25-34
35-44
45-54
55+
33,04%
29,38%
21,18%
12,00%
4,40% Croatia 2012
15-24
25-34
35-44
45-54
55+
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Nice, but who is the loyal and frequent customer?
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This will probably change with time but now the smallest gap between men and women is in group that shops online least frequently
Men shop online more often
0%
10%
20%
30%
40%
50%
60%
70%
80%
weekly 1-3 times a month A few times a year
Gender
M F
FEMALES SHOP LESS OFTEN …online of course ;)
Source of data: gemiusAudience for Serbia, February 2012
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Different age groups have relatively even share in online shopping, which is a good sign.
Age groups
Most active is group 25-34 already recognized as
SEXY GROUP Interesting feature of Serbian market is quite big group of
ACTIVE SENIORS who shop quite often
0%
5%
10%
15%
20%
25%
30%
35%
weekly 1-3 times a month A few times a year
Age groups
15-24 25-34 35-44 45-54 55+
Source of data: gemiusAudience for Serbia, February 2012
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People with personal income 20-50.000 RSD are largest weekly onine buying group
Middle-class are the most frequent customers
Interestingly also those with no declared income do their shopping online. Probably those are
STUDENTS AND HOUSEWIVES searching for lowest prices.
0%
10%
20%
30%
40%
50%
60%
70%
weekly 1-3 times a month A few times a year
Personal income
100.001 din or more 80.001-100.000 50.001-80.000
20.001-50.000 less than 20.000 no income
Source of data: gemiusAudience for Serbia, February 2012
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Three groups with highest income shop online most frequently. This might indicate a niche in the segment of exclusive products.
But the wealthy shop more often
In total, almost half of the internet users with personal income over 100.000 din
is buying online at least once a month
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
weekly 1-3 times a month A few times a year
Shopping engagement
100.001 din or more 80.001-100.000 50.001-80.000
20.001-50.000 less than 20.000 no income
Source of data: gemiusAudience for Serbia, February 2012
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So how, with help of the digital insights, e-commerce players can optimize the online sales and adjust their offer to the needs of online shoppers?
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What digital insights to use to boost sales?
• It is worth using the click and hot spot measurement and other tools such as adservers and web analytics
• Most of this investement comes back through
increased revenues and more satisfied customers
WHY?
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Why adserver for e-commerce?
• Bigger conversion
• More satisfied and less annoyed customer
• Optimal monetization of ad space
• Satisfied partners
• Better promotion and discounts management
HOW DOES IT WORK?
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Targeting by devices and browsing systems
Suggest iPhone users to buy other products from Apple
Don’t show Firefox display to Firefox users
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Database targeting Combine it with numerical targeting based on your partner’s database internal campaign and target for example only users at age 20-30.
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Numerical Targeting
CASE: Serve exclusive gold jewelry advertisement only to the richest and mature users
• If average transaction was higher then $ • If product from luxurious categories • If user’s age is between 35-60 • If already bought some exlusive jewelry
Gives possibility to display advertisements after any defined variables of the numeric type and after logic expressions connected to them. E-commerce platforms have wide database that can be used for setting up the most efficient targeting for logged-in users
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Key words capping
Depending on words
user type in internal
search engine
ad server displays
appropriate ads
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Conditional Stop
System stops displaying campaign after pre-defined user action – the Client just bought the bike!
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Re-targeting Change or strengthen the communication by serving different display after certain action occurs.
BUY ME!
1.User see this display
3. User’s changed his mind. After emptying basket user is
served with other bikes suggestions
2. User adds bike to the basket
BUY ME AND GET SECOND BIKE FOR 50%
4. Coming back to the 1st placement user is served with strengthened communication
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Why click and hot-spots’ measurement ?
• Get up to 20% more clicks -> bigger conversion
• More effective bundles of products and product
rotation
• Increased site usability and hot spots identifies
• Real-time site management (1 minute delay!)
• Easy implementation (1 script) and full support
HOW DOES IT WORK?
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Is your site really intuitive?
Check in real-time what attracts the biggest attention and start improving your site!
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Test most attractive titles and images
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Find the hot spots
How many users reaches the very bottom of your page?
Where the promoted material should appear?
Which zones are „invisible” ?
The trend is to shorten the pages
„Heat zones” are not allways at the very top, find the one on your page
Link the unlinked elements if you see users click them
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gemiusHeatMap case studies
Product may be promoted in several ways:
Effect ?
Choose the most attractive photo
Learn where exactly users click
Use your experience for future choices
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gemiusHeatMap case studies
How to rotate with product promotion?
6 products and positions
How to maximize sales potential?
Is it the product/ the position?
Best spot, for the biggest margin on product
Most popular product may remain lower in hierarchy
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gemiusHeatMap case studies
Looking for the bigger picture agregating the traffic
Two different keywords
Lead us to the same location
Generating 2 different URL addresses
http://www.otodom.pl/products.php?productId=1022&keyword=2balconies
http://www.otodom.pl/products.php?productId=1022&keyword=3bedrooms
THANK YOU
HVALA !
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Contact:
Marta Klepka Global PR and Communications Director [email protected]