e commerce
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eskimosoup ecommerceTRANSCRIPT
Success in Ecommerce
Chris Middleton
Notes and Ebook
Copy of the presentation
Slideshare.net Search “eskimosoup ecommerce”
Free internet marketing ebook
www.eskimosoup.co.uk/ecommerce
Success in ecommerce
• Introduction: facts and figures• Choosing the right product or service• Options to enter the market• Creating your own ecommerce website• How to market your ecommerce website• Analytics• Introduction to mobile• Review the internet marketing system
“Ecommerce is the process of buying and selling products and
services online”
Size of the market
• In April 2000, estimated online expenditure in the UK was £87 million. By December of 2005, the figure had increased significantly to some £2.26 billion.
• UK online shoppers spent £68bn in 2011, 16% more than the year before
• The UK has the biggest e-commerce market in the world when measured by the amount spent per capita
http://www.imrg.org/IMRGWebSite/user/pages/homepage.aspx
http://www.bcg.com/media/PressReleaseDetails.aspx?id=tcm:12-64183
Size of the market
• Over three quarters of businesses have a website in 2010 (78.7 per cent).
• While the majority of businesses have a website, a relatively small proportion of businesses use the website for selling (15.3 per cent).
http://www.ons.gov.uk/ons/dcp171778_245829.pdf
Choose Your Product: Research the Market
• Gap in the market?– Locally– Nationally– Internationally
• Reinvent the wheel?– Can you improve on an existing product or
service?
• Support offline businesses• Are you passionate about it?
Be Remarkable
What is a Purple Cow?Seth’s definition of being a Purple Cow is that
‘products, services and techniques so useful, interesting, outrageous, and noteworthy that the market will want to listen to what you have to say’.
Being a Purple Cow is not about being loud or quirky, but about being more outstanding and remarkable than your black and white spotted competitors.
Do this with BrandIt’s everything you say and everything you do, but includes:
– Visuals• Logo• Photos• Videos
– Brand language• Anywhere you speak• Anywhere you display words
– Branded materials• Stationery• Brochures• Website
– Operational activities• How you send out invoices• How do you answer phones• Customer service• Smell of the office / shop / marketing material http://sensorydecisions.com/
Above the Aircon it says “not that kulula planes need it… they’re already cool”.
overhead cabins – “VIP seating for you hand luggage”.
“Black box which is actually orange”
Fuel tanks – “the go-go juice”.
"Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants."
"Your seat cushions can be used for flotation; and in the event of an emergency water landing, please paddle to shore and take them with our compliments."
"Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children."
"Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem."
"Me Tarzan, You on hold“ - when phoning Kulula and being put on hold.
“Have you heard the latest Cabin Crew lingo? BOB (Best-On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment
http://www.facebook.com/iflykulula?sk=app_227728410594266
http://www.thefuntheory.com/piano-staircase
Entering the market
• Established market place– Ebay– Amazon– Not on the highstreet.com
• Off the shelf ecommerce system
• Bespoke ecommerce system
Existing Market Place
http://www.amazon.co.uk/The-eBay-Business-Handbook-3rd/dp/1906659974/ref=sr_1_1?ie=UTF8&qid=1339145800&sr=8-1
http://www.amazon.co.uk/Amazon-Top-Seller-Secrets-Successful/dp/0814410340/ref=sr_1_sc_1?s=books&ie=UTF8&qid=1339146017&sr=1-1-spell
http://www.amazon.co.uk/Build-Business-Your-Kitchen-Table/dp/1471102114/ref=sr_1_1?ie=UTF8&qid=1339156679&sr=8-1
http://socialcommercetoday.com/top-50-facebook-stores-top-20-facebook-store-solutions/
Your own online store
Off the Shelf Vs Bespoke
Off the Shelf
http://www.actinic.co.uk/
Considerations
• Still requires design• Integration of brand
– Images– Video – Blogs– Social media
• Programming to fit your business• Complicated back-end management
system
Bespoke
Considerations
• Can be considered the more expensive option
• Requires providing a brief for agencies to tender for
• Requires a leap of faith and trust
How Do I choose?
Think about:
• Your audience– Where do they “hang out”?– What experience would they expect?
• Your market place– Do you want to always compete on price?– Will your business thrive with what Amazon
etc can provide?
How Do I Choose?
Be honest with yourself:• Do you have the skills to;
– Design, build and manage an ecommerce website. There are a lot of skills required?
• Consider the true cost of building an ecommerce website. – Will you save money buying an off the shelf solution? – Is there a lost opportunity cost? – Will you outgrow it / become frustrated with having
work within the constraints of a one size fits all solution?
Must Have Functions
Information is being searched for in different ways:•We expect honest and transparent information (no spin)
•We expect to comment and add to content
•We expect to read comments, reviews and ratings
•We expect to subscribe to information
We Expect to Use the Internet Differently Now
Social Reviews
Search Marketing
Push Marketing
Pull Marketing
PPCPPC
SEOSEO
Search Engine Results Page
Supply
DemandRelevancy
Three Pillars of SEM Success
Supply
DemandRelevancy
Three Pillars of SEM Success
Supply
DemandRelevancy
Hot Tip – Search Google for ‘adwords keyword tool’
Three Pillars of SEM Success
Supply
DemandRelevancy
Three Pillars of SEM Success
1. High demand
2. Relatively low supply
3. High relevancy
What Are We Looking For?
Campaign
Ad Group
Keyword Keyword Keyword
URL URL URL
Adverts
Geography
Languages
Search Engines
Devices
Budget
Time of Day
Share of BudgetMax Click Cost
Text Message
Trigger Words
Landing Pages
How PPC Works
“men’s work shoes”
Campaign
Ad Group
Keyword Keyword Keyword
URL URL URL
Advert
Walk Through
Campaign
Ad Group
Keyword Keyword Keyword
URL URL URL
Advert
Walk Through
Campaign
Ad Group
Keyword Keyword Keyword
URL URL URL
Advert
Walk Through
Campaign
Ad Group
Keyword Keyword Keyword
URL URL URL
Advert
Walk Through
Landing Pages
Improving Your Adwords Campaign: Ad Extensions
Review extensions:The review line stands out to the eye compared to competitors and increases click through rate.
Improving Your Adwords Campaign: Ad Extensions
Local Extensions: Help nearby consumers find or call your nearest location
Improving Your Adwords Campaign: Ad Extensions
Call extensions:Connect users to your business directly by phone
Improving Your Adwords Campaign: Ad Extensions
Ad Sitelinks:
Promote more pages within your site beyond your main ad landing page
• It’s Fast– Typically brings traffic within an hour– Quickly get in and out of a market– Manipulate keywords that convert– Quickly change bid prices
• It’s flexible– Turn on and off instantly– Can be run seasonally– Test new products in the market– Schedule campaigns if time sensitive– Change the ad messages instantly
• Control– Over everything– Infinitely customisable
• Rewards Well Managed Campaigns
How PPC Works: Benefits
• Not as Easy as It Sounds
• Paying for Every Visitor
• Getting More Expensive
• Only Attracts 10% of All Available Clicks
How PPC Works: Drawbacks
How Google Works Out What a Website Does?
What the Website Says About Itself: Onsite Optimisation
• The text on the page
• How it's formatted
• How non-text elements are described
• How readable the pages are, both for humans and Search Engines
Onsite Optimisation: What a Website Says About Itself
The text on the page
Onsite Optimisation
How non-text elements are described
Images, headings, animations, videos etc
Onsite Optimisation
How readable the page is, both for humans and Search Engines
<h1>Handmade Soy Candles
</h1>
<u><b><font size=“5”>Handmade Soy Candles</font></b></u>
Vs.
http://www.google.com/webmasters/
Hot Tip – Get the search engines inside information
www.bing.com/webmaster
Onsite Navigation
Recent Google Updates
OffSite Optimisation: What Other Web Pages Say About A Website
The main reason Google became the monopoly
Your Web Page
Your Web Page
Another Web PageAnother
Web Page
Another Web PageAnother
Web Page
Another Web PageAnother
Web PageAnother
Web PageAnother
Web Page
Hot Tip – Book ‘The Search by John Battelle’
Offsite Navigation
3 Key Elements for Quality Links
1. Link source
2. Anchor text
3. Landing page
Quality and theme matter far more than quantity
Offsite Optimisation Navigation
Google+
• Black Hat SEO
• URL Penalties
• Content Spamming
• Link Spamming
• Misleading Web Users
• Don’t Optimise only for Search Engines
• Lazy SEO and PPC
Hot Tip – Search Google for ‘Google Guidelines’
Avoiding SEO Disaster
When to Use PPC• New Domains• Need Fast ROI• Need Flexible Volume• Testing• Targeting• Precision Control
When to use SEO• Need Max ROI• When Competition is
High• When Demand is
High• When Sales Goals
are High• Punch Above Your
Weight
Horses for Courses
Your GoalsYour Goals
Existing Customers
Existing Customers
Suppliers / CompetitorsSuppliers /
Competitors Analytics Reports
Analytics Reports
Social MediaSocial Media
SoftwareTools
SoftwareTools
Choosing keywords
• Google AdWords Editor• Google Analytics• Google Trends• Google Webmaster Central• Google Places• Google Webmaster Guidelines• Google Merchant Centre• Web CEO*• Web Position*• Alexa.com• Dmoz.org
Tools
http://www.amazon.co.uk/The-Art-SEO-Eric-Enge/dp/1449304214/ref=sr_1_3?s=books&ie=UTF8&qid=1339356069&sr=1-3
Email Marketing
• A 1st Class tool for – Nurturing relationships– Generating repeat business– Retaining customers
What Email Marketing Is…
What Email Marketing Is Not...
– A Customer acquisition tool– A replacement for direct mail campaigns– A cheap alternative– A tool for the lazy– As easy as it looks
3 Pillars of Email Marketing Success
Permission
PersonalisationPersuasion
3 Pillars of Email Success
Permission
PersonalisationPersuasion
3 Pillars of Email Success
Permission
PersonalisationPersuasion
3 Pillars of Email Success
Permission
PersonalisationPersuasion
Timing for Success: Choosing the Right Time to Send
Businesses Consumers
Wednesday Friday
3 PM
Your Audience is Varied: Segmentation
Celebrity News Subscribers
New Products Subscribers
Special Offers Subscribers
Case Study: Fashion Hire Company
Celebrity News New Product Announcements
Seasonal / Exclusive Offers
News Page on Website / Blog
New Products Landing Page Offer Page
List
Message
Target
Permission
PersonalisationPersuasion
Permission
PersonalisationPersuasion
Permission
PersonalisationPersuasion
Once a Month, a Week or every Day? How Often to Send
• Depends on the situation / audience
• Probably more often than you think
• Once a month is likely too long
Top Tips: Best Practice
• Don’t use Outlook
• Don’t use Word
• Used an Approved Broadcasting Service– AWeber– MailChimp– Constant Contact
• Only Send Messages of Value
Online Social Media
Shift Happens
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Dialogue between consumer and brand
Hot Tip – Search amazon for Seth Godin and Brian Halligan
Uses of Social Media
•Customer acquisition• Customer retention (rewarding loyal customers)• Customer care• Research – listening and learning
•Clients researching you•Customer research
• Networking – building relationships of trust• Mass communication• Digital personality
Creating loyal communities of customers
More and more customers are blocking traditional marketing, psychologically and with the help of
technology
We hang out in different places
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE
TECHNOLOGY, SOCIAL INTERACTION, AND THE
CONSTRUCTION OF WORDS,
PICTURES, VIDEOS AND AUDIO
“Social mediais people having
conversations online.”
Use the tools that help you communicate to your audience better
Share slides and documents
100m Videos 2nd largest search engine
79% have watched
video content online
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
70% have uploaded photos
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
200,000,000 blogs
Online Social Networks
64% of us in the UK have joined
Micro-blogging
We don’t always find information using Google
Social Reviews
25% of search results for the worlds top 20 largest brands
are links from user generated content
June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier
Who influences whom?
Will the brand site continue to be the first visit after they search Google or Bing?
The attraction of social media
People trust “a person like me” more than authority figures or marketing messages from business and media
Seeking ongoing dialogue, not a one way advertisement
Trust, Transparency, openness, honesty
We are seeing a communication shift
The shift is from one way communication
Dialogue between consumer and brand
Dialogue between consumer and consumer
With or without you
Conversations will happen online with or without you
Choose to be a part of it
Engage and embrace
Blogs
The product is right
The price is right
But who am I buying from?
70% trusts bloggers’ opinions on products and services
People think more positivelyabout a company that has a blog
Universal McCann: Power to the People Social Media Tracker, Wave 3
http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation
The stage before committing to buy
The customers perspective
Understanding your customerChoosing the right Social Network
(Hang out where your customers hang out)
Profiles
A Reason to Socialise: The Social Object
Pages
Hot Tip – to create a page visit http://www.facebook.com/pages/create.php?
Engaging - Listening and learning
Engaging – Customer service
Hot Tip – use Tweetdeck and Google Alerts to monitor conversations
Engaging – Create a social object*
•http://www.kyle.mathews2000.com/node/60
Engaging – Create a social object
Hot Tip – http://storefrontsocial.com/
How do I promote my social media outlets?
Email Campaigns
Business card
Email Signature
Website
On Other Blogs
Direct Engagement
increase your exposure using highly targeted advertising.
Target users by age, gender, location, interests, etc.
Advertise an external website or a facebook page.
facebook advertising
“Move your loyal customers
from an expensive offline advertisement campaign to a cheaper, more efficient and engaging online campaign…
Use the tools of social media”
Web Analytics
Google Analytics
Purpose
“To enable us to take action based on the actual behaviour of
website visitors”from ‘Actionable Web Analytics’
Analytics
Traffic Sources
Search Referred Direct
Google Yahoo Bing
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Keyword 8
Keyword 9
Keyword10
Keyword11
Keyword12
Facebook Yell Times Bookmarks Typed History
DealLocal.co.uk
3 Gems
1. Holding advertisers accountable
2. Monitoring local awareness
3. Monitoring website persuasiveness
Holding Advertisers Accountable
Holding Advertisers Accountable
Monitoring Local Awareness
Monitoring Local Awareness
Monitoring Website Persuasiveness
Monitoring Website Persuasiveness
Mobile
7 out of 10 searchers expect a website to be as easy to navigate on a mobile device as it is on a desktop computer…
Only 21% of Google’s top advertisers have a mobile website
Having a website that does not perform well on a mobile device is like being closed on Thursday
The three biggest challenges faced by business are...
• Finding more prospects• Closing more sales• Increasing repeat custom
Step By Step
1. Research your market
2. Choose a product / service that is in demand. Be passionate about it.
3. Be remarkable
4. Enter the market. Choose an ecommerce solution based on your customer expectations, your resources and aspirations
5. Market yourself to new customers
6. Market yourself to existing customers. Keep existing customers and use persuasion to promote positive word of mouth
7. Install and understand Google Analytics. Make improvements based on results.
8. Consider mobile.
