driving online sales - jill culbertson, developing your online marketing strategy 22 march 2012
DESCRIPTION
Jill Culbertson, Managing Director, Excel Ecommerce Jill is a Social Media Marketing and Online Marketing consultant specialising in e-commerce for online retail clients. She provides consultancy on and development of online marketing and social media strategies for large multi-channel e-commerce clients. Clients (past and present) Clockwork Orange, Sliderobes, alltheshoes, Schway, Lakeland Limited, TM Lewin, Savile Row, Racing Green, Pets at Home, LK Bennett, Liverpool FC, Levis Europe & AT Cross.TRANSCRIPT
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Selling Online Like the Big Boys
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Ecommerce
× Its Easy× Its Cheap× Everyone is doing it× It’ll make me a fortune× It’ll save me a fortune in
marketing costs× It allows me to compete
with high street retailers
Myths
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Ecommerce
× I can cut out the middle man× I’ll discount more & get better sales× I can use manufacturers photos× I can use manufacturers product descriptions× It’ll run itself× I got better value by getting a cheaper website× An ecom site is the same as any other site
Myths
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Change the Way You Think!
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Think ShopThe Retail Manual• Shop windows encourage users into the store– (shop windows are regularly refreshed)
• Walkways help shoppers intuitively find their way around the store
• Pause Points for example tables placed strategically on walkways encourage shopper consideration
• Shop Assistants answer shopper enquiries, enhance the experience & encourage sales
• Shop Assistants also often overcome ‘Buyers Remorse’
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Think Online Shop
The Ecommerce Manual• Shop windows = Home page– (Home page images need regularly updated)
• Walkways = Navigation• Pause Points = ‘You might also like’, banners• Shop Assistants = Search box, faceted search,
options, zoomable images, clear delivery and security information at checkout, failed checkout autoresponders
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When Technology Loses Sight of Customers
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Its a Bit Like...Excuse me, where are your spanners?
‘Dunno love.
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REAL Customer Service Online
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Now That Hopefully You’re Beginning to see Ecommerce Differently...
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Have a Strategy Before You Start!
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Website Strategy
• Choosing a web developer/ agencyHow Many of you made the decision based on?– Word of Mouth Recommendation– You already knew them– Cheapest– Design or look– Location/ Convenience to you
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Website Strategy
• How many of you considered?– CMS / Management tools available– Ability to create new pages– SEO technical structure & administration– Merchandising tools– Support of product feeds– Blog– Offer management– Search facility– User Experience
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First Steps / Already Got An Ecom Site?
• Optimise Conversion– Test, Measure, Change
• User experience• Usability and accessibility
• SEO– Review technical structure– Content– Location– Links
WARNING: Both are Ongoing Tasks
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Website Conversion
• Dependant on sector, ecommerce conversion rate averages tend to be between 2-5%
• Analytics!!• Testing tools• Analytics!!
– http://www.google.com/intl/en/analytics/iq.html
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So Now the Scary Bit...
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What Are These?
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And These?
Your Site
SEO
PPC
Display
Affiliate
Re-Targeting
Social Media
Shopping Feeds
CRM
Mobile
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Channels
• They are All Marketing channels• All have different audiences & qualities• Where are your audiences?• Which channels already convert better for you?• Which channels send you your most valuable
customers?• How do your channels interact?• Analytics!!!TIP: Search ‘Google segmentation’ & ‘Google Multi
Channel Funnels’
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SEO... ‘Nuff Said
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SEO Basics• Content!!!• Relevancy• Quality• Consistency• Accessibility• Freshness• Links• Persistance• Knowledge
Q: Does it work?
A:Yes! If you take time to
understand it and follow Google’s Guidelines
http://support.google.com/webmasters/
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SEO Benefits
• Can be managed in house• Can drive more engaged
visitors• Can reduce PPC costs• Needs a balance (long/short
tail keywords)• Needs knowledge
– http://googleblog.blogspot.co.uk/
– http://www.mattcutts.com/blog/
– http://searchenginewatch.com
BUT• Knowledge take a long
time to build• Its a long term
approach• Its constantly changing• There is a resource cost• It can take a while to
see benefits
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PPC Basics
• Relevance• Quality Score• Landing Page• Ad Text• Knowledge
Q: Does it work?
A:Yes! You see immediate results
and there is a LOT of support if you want to start off in-house
http://support.google.com/adwords
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PPC Benefits
• Can support SEO• Its immediate• Sends traffic quickly• Conversion can be
measured• Fully under your control• Geographic locations
can be targeted specifically
BUT• You can waste a lot of
money very quickly if you don’t start with knowledge
• Sending traffic is NOT the same as sending qualified leads
• Always pursue ROI first, traffic second
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Cumulative Bonus
PPC AD
Natural Listing PPC AD
PPC ADNatural Listing
PPC Ad Here
Or Here
=20% More Clicks Here
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Display Basics
• Banner ad positions • Banner ad formats• Creatives (Ads) and
Ad text immensely important
• Its primarily for branding, then ROI purposes
• Very strong offering
Q: Does it work?
A:Yes! But be realistic about what
you are measuring/ expectations. Mass marketing results in sales- though sometimes not immediately
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Display Benefits
• Can support PPC• Its immediate• Sends traffic quickly• Provides strong
branding opportunities• Offers mass
marketability• Suggests affiliation with
hosting sites
BUT• With the main benefit
being branding- this is the online version of billboards
• CTRs usually around 11%
• Brand recognition can’t be measured but is still valuable
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Cumulative Bonus Combine Search & Display Efforts
The combination of search and display advertising was
7x more effective than the display
...and three times as effective as search
alone in driving traffic to the advertiser’s website
Net uplift in people visiting advertiser website (percentage point change)
Source: MSA
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Behavioural Re-Targeting
• Similar to display• Re-targets visitors to your site who left
without making a purchase• Persistently shows them a range of ads to
attempt to encourage a sale• Only suitable when you are driving enough
traffic to your site to begin with
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E-Mail Basics• Consider newsletter
signups on your site as a goal
• Keep e-mails short and not too text heavy
• Use core calls to action• Test success of e-mail
subject lines• Get more than just name
if possible to allow segmentation
• Push good offers• Lots of free tools
Q: Does it work?
A:Yes! Especially for customer re-
engagement, upselling & targeted sales.
http://www.mailchimp.com
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E-Mail Benefits
• Can support Social Media growth
• Encourages re-engagement• Direct channel for
marketing • Correlation between e-mail
and sales uplift• Cheap until you start
talking thousands of subscribers
• Low barriers to entry
BUT• Better conversion
achieved when greater targeting is used
• Targeting can only be used if you are collecting customer data (CRM)
• E-mail isn’t dead- its just matured – your strategy MUST do the same
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Social Media
• Achieving massive success from social media is the exception rather than the rule
• Its not free- success is time heavy• You need to have a strategy• The first step in any strategy should always be to
listen• Be genuine, be real, be representative of your
company but BE YOU• Personality is a MUST – as is PROFESSIONALISM
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Social Media• Can be a customer acquisition tool– But this does require hard work, and can be very difficult
if your product/ service is niche• Facebook, Twitter, LinkedIN, You Tube – All maturing• Location based services supported by apps, Pinterest
& gamification – All driving forward• Social can help SEO, customer retention, customer
acquisition somewhat • BUT requires proactive not reactive management,
focus, resource & must be interlinked with all other marketing channelshttp://www.socialmediaexaminer.com
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Shopping Feeds/ Aggregators
• Just another channel• Can provide you with a trusted & proven
platform on which to sell your products• Does take away some of the marketing
requirements/ costs• BUT does add on commissions/ selling costs
TIP: Maximise on existing feeds... Re-Use in Google shopping, for affiliate marketing etc
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You Snooze, You Lose
The One Opportunity NOT to be missed...MOBILE• British Retail Consortium: Total retail search volumes
in the UK increased 24 percent year-on-year in Q4 2011
• PayPal: the [mobile] market will grow an average of 42% each year and be worth £2.5bn by 2016
• WorldPay: UK consumers are predicted to be the biggest mobile shoppers in Europe in 2012
• Think Mobile Enabled Website (Not app)
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You’re Ideal Strategy?
• Its not the same as everyone elses• Its unique to your business & your audience• Consider the channels & which channels suit
your current audience• Test, Improve, Test, Improve• Try and conquer the channels of least resistance
first• Learn first, set up second, test third & start
again
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So... Just to Finish...
Twitter @jillculbertson
LinkedIn http://linkd.in/jillCul
Skypejill.culbertson
Webwww.excel-
ecommerce.com