online seller wales cardiff - 18.11.2014
TRANSCRIPT
Cardiff Digital,Cardiff County Hall
Tuesday, 18th November 20146:30pm
www.OnlineSellerWales.com
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About OSW• Aim to equip sellers with bite-size learning which
can be implemented immediately.
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PRABHAT SHAH
@day2dayeBay
Topics / Speakers
•13ten overview presented by David Needham
A Best Practices Guide to Selling on eBay
Dan BurnhamHead of Account Management
How Products are found
WHAT IS CASSINI?
• eBay’s new(ish) search engine built to replace Voyager which was 10 years old.
• 3 years in development.
• Biggest change to eBay search since 2008 – Time ending soonest to Best Match
• Now released globally on all eBay sites.
EBAY’S GOALS FOR CASSINI?
Trust
Relevance
Value
Convenience
Trust. Shoppers should see listings that they can trust, from sellers that are likely to serve them well and to generate return business for eBay and eBay sellers.
EBAY’S GOALS FOR CASSINI?
Trust
Relevance
Value
Convenience
Relevance. Shoppers should quickly see the results that they intend to see and/or want to see, rather than having to dig through results that don't matter to them.
EBAY’S GOALS FOR CASSINI?
Value. Shoppers should always find that items in their eBay search results represent a good overall value.
Trust
Relevance
Value
Convenience
EBAY’S GOALS FOR CASSINI?
Convenience. Shoppers shouldn't have to work harder than is necessary for a pleasant and positive transaction, from the initial search all the way through to fulfilment.
Trust
Relevance
Value
Convenience
THE SEARCH RESULTS PAGE
1 3 51. Category filter
2. Item Specifics
3. Listing type filter
4. Description checkbox
5. Default search order
2
4
WHAT IS BEST MATCH?
Introduced in 2008, Best Match is eBay’s algorithm that determines the default order in which products are displayed on search results pages (SERPS).
Conversion ratesProducts that sell most, relative to the number of times they are viewed, rise to the top.
Conversion rate =
Premium Service Listings…
ImpressionsSales
>80% of eBay users enter a search query to find
products.
TRUST: TOP RATED SELLERS
Requirement Minimum for all sellers eBay Top-rated sellers
Defect rateMaximum percentage of transactions with defects 5% 2%Minimum number of unique buyers affected before seller status is impacted
8 5
Closed cases without seller resolutionMaximum percentage of eBay Money Back Guarantee or PayPal Buyer Protection cases closed by eBay without seller resolution
0.3% or no more than 2 0.3% or no more than 2
Transactions and sales
Minimum number of sales transactions N/A 100Minimum amount of total sales N/A £1000Other criteria
Account registered as a 'business seller' - Yes Active eBay member for a minimum 90 days - Yes Member of the PowerSeller programme - No
*This isn't a new measurement
TRUST: PREMIUM SERVICE LISTINGS
Customers want:• Quick response to questions• Courtesy & professionalism• Accurate product description• Competitive postage• Order dispatched quickly• Order delivered in time• Products delivered in condition advertised• Product functions as meant to• Fair & competitive returns policy/process
eBay Premium Service
Best practice:
• Free postage• 0-1 day handling• Express postage option
• 30 days money-back
Listings that meet the new Premium Service
listing requirements on average receive
85% more visibility than listings that don’t*
* Based on an eBay study of listings carried out between January and June 2013.
Top Tips
Titles• Use all 80 characters using relevant
keywords like brand name, size etc.
TIP 1: FOCUS ON YOUR PRODUCT DATA
Useful Tools:
Terapeakwww.terapeak.com.ukFrom £4.99/monthFree trial
Title-Builderwww.title-builder.comFree
Google Keyword Tooladwords.google.co.uk/KeywordPlannerFree
eBay Listing Analytics
Categories & Item Specifics• Select the correct category to help buyers
find your item.• Use the recommended values for Item
Specifics not your own.• +60% of buyers use filtered search in their
buying process
TIP 1 (CONT’D): FOCUS ON YOUR PRODUCT DATA
Images• Pictures should describe the product.• Use high quality images 1600 pixels on
the longest side.• Don’t add text, logos, borders or
overlaid images to your pictures*.
Descriptions• Don’t repeat information already
captured elsewhere. • Don’t include Flash or other code.
An eBay study showed on average that sellers
who list with 2 pictures are
7% more likely to sell
and are
3% more likely to sell with each additional picture
added to a listing*.
*Based on an eBay.com study (July 2012) that reviewed 6.8 million listings which resulted in 4.5% more sales over this period.
TIP 2: REMEMBER PEOPLE SHOP ON MOBILES
According to a recent IMRG report
50% of all online purchases are
now made on a mobile device.
Descriptions • Full HTML descriptions can be hard to read• Mobiles networks are slower so pictures take longer to load
Item Specifics• The eBay Mobile App filters based on your Item Specifics
TIP 3: EXPLAIN YOUR OFFER
30+ Day Returns
Average conversion
+19%Returns• State your returns policy clearly.• Offer a returns period of more than 14 days. • Be familiar with eBay’s Structured Returns &
Managed Returns policies.
63% of online shoppers
check a seller’s returns policy before
even considering a purchase.*
*2013 UPS survey
Price• Use features like the Promotions
Manager and Strike Through Pricing to draw attention to an item’s value.
TIP 4: PROVIDE MULTIPLE DELIVERY OPTIONS
0-1 Day Handling
Average conversion Average conversion
+60% +46%
Fast & FreeLets buyers know when a specific
listing offers free postage and will likely arrive within 3 business days.• Icon visible in search results
pages.
Click & CollectBuyers can have items shipped to an
Argos store for collection.• Sellers see an average of a 17%
uplift in sales.
Converting listings to FAST & FREE increases listing conversion by an
average
3% with some sellers seeing an increase
in sales of up to
14%**Based on test on ebay.co.uk Feb-Mar 2013, in which 40% of buyers were exposed to listings with the FAST & FREE logo
63% of UK consumers used Click & Collect in 2013
TIP 5: USE THE PROMOTIONS MANAGER
1. Order Discount• Save £10 when you spend £100 or more.• Buy 3, get 1 free.
2. Sale Event• Save up to 40%• Creates a Sale page
3. Accessory Discount• Save 30% when you buy items together• Encourage purchase of related items.
Offer Types
TIP 5: USE THE PROMOTIONS MANAGER
Around 2 in 10 people purchasedadditional products
34%
A Forrester study showed that… Cheat the conversion rate!
• Items purchased through promotions do not generate impressions or clicks.
• Conversion / Sell-Through rate is a major factor in search results.
• Boost your item rankings in eBay Cassini
TIP 5: USE THE PROMOTIONS MANAGER
Best Practices• Consider average shipping cost/margins to determine what level of
discount you are able to support.• Fine-tune your cross-promo / related items.• Consider seasonal promotions that match upcoming holidays or events.• Run multiple promotions to increase exposure and cover a broad range
of inventory.• Utilise all of the promotion types that make sense, given your eBay
buyer and your inventory.
TIP 6: AUTOMATE
Turbo Listerhttp://pages.ebay.co.uk/turbo_listerFREE listing tool to help you create professional-looking listings and upload thousands of items in bulk.
Reply Managerhttp://replymanager.comInbound Message Management
eBay Automated EmailsCan/should be customised
Business policiesBusiness policies are the payment, postage and returns details you specify for buyers in your listings.
1. Focus on product data2. Tailor your listings for mobile devices3. Explain your offer4. Provide multiple delivery options5. Use the promotions manager6. Automate
SUMMARY
THANK YOU
November 2014www.13-ten.com
OnLine Seller Wales
13ten overview presented by David Needham to :
www.13-ten.com
Presentation Content:ῆ What is the 13ten brand and what do we doῆ Brief explanation of our Company.ῆ Packet Process via the multi product routing platform.ῆ Sending items via 13tenῆ Account Managementῆ Packet Processῆ Peak Planningῆ Quality of Serviceῆ Innovation Enhancementsῆ Summaryῆ Current Clientsῆ Q/A
13ten our Brand 13 ten formerly known as Citipost e-commerce.
The Brand 13ten was launched in October 2012 at the E-Commerce Expo at Olympia.
13ten was chosen as the new name based on through the window being our vision. This window which is
located in the Notre Dame Cathedral is 13.10 meters which is the largest Stained glass window in the world.
www.13-ten.com
13ten Company & Service Overview:
www.13-ten.com
Citipost are the market leaders for unsorted DSA packet services in the UK. Developed some 7 years ago, the service has gone from strength to strength with a client base of
some of the largest e-commerce companies in the world.ÄDeveloped specifically for the e-commerce sector, the 13ten packet service has grown quickly by listening to the needs of clients and developing bespoke solutions with a flexible approach to encompass these requirements as the e-commerce sector develops.
13ten offer a fully tracked Products with 3 delivery attempts on a 1-3 day service along with many other services.Value Added Services Tracking via Web Portal Barcode Scanning Online secure systems integration Detailed reporting via Web Portal
Packet Service Portfolio 13ten Unsorted 1-3 day Packet Service. Next day and timed services. International priority mail and courier services International tracked services.
Multi Routing Platform
www.13-ten.com
Sending items through 13ten
1. You choose the tracking number, with our unique API call to all of our partners gathering information you are able to use your customer order/Ref: number as the tracking number. Your customer goes on line and orders something from your web-site and you issue the order number and then you and your customer can now use this to find the item at any point right up until delivery.
2. By listening to our clients we have a bar code system that can be integrated fully with ease and our iT team will be on hand to help. For customers that do not require this we have our free on line label generator (OLG) this allows customers to input orders one at a time or import an entire file and press print. This system is live and no up-load or down-load is required or any close of day.
3. We work with all of our clients to try and ensure little or no change to their working practice. We also work along side many WMS and will try to get onto the platform you are using where possible.
www.13-ten.com
Account Management:
www.13-ten.com
Providing tangibility to our clients in the absence of
a physical product.
Providing bespoke SLAᾼs and CS solutions to suit individual client needs.
Keeping clients informed of industry changes and 13ten performance.
All customers are assigned a single point of contact account manager.
This individual would micromanage all aspects of the customers account.
Account management and client services is central to the 13ten ethos and culture.
Pro-active approach (not re-active)
Response times:
1hour immediate response times
24hour problem resolution response times SALES MANAGEREND CLIENT
13ten Packet Process:
www.13-ten.com
Goods In / ReceiptUnloaded
Processing:Item Weighed
Postcode EnteredLabel Printed
Label Attached to Item
Pre-Sort4 way x 2 weight bans
= 8 way sort
DISPATCH
Items pre-segregated by format Items weighed Packets scanned Label produced & applied to item Placed on conveyor Item primary sorted Items sorted by Carrier Items scanned to bag and label
attached Place directly to distribution
process Bags sent to Hubs Inward for
final mile delivery by chosen service
Items tracked throughout process & viewable via 13ten Web Portal
Peak planning:Peak Planning:
Volume forecast built by client for peak trading period Labour ᾶ Currently running at 75% employed & 25% agency staff 3 agencies with capability of providing a further 100% of resource Transport requirement scoped and capabilities planned vs. forecast Consumables in place with new supplies ordered IT system planned for a robust platform with contingency plan Understanding peak processing power
www.13-ten.com
Stations 59
Scanned Per Hour 230+
Items per hour 17,405
20 hours per day 348,100
13ten Quality of Service:
Quality Control is measured across the business on a daily basis – Operations Meetings
Close knit and communicative senior management team
Account manager co-ordinates the necessary departments and monitors the performance of transport and operations on a daily basis.
Account manager acts as the voice of the client within our internal operations.
Monthly client meetings to evaluate our performance Opportunity to analyse any new client needs and deliver accordingly. Inform customers of our evolving innovations and new value added enhancements. Company growth is anticipated and responded to accordingly ensuring capacity and scalability is not an issue.
www.13-ten.com
13ten Packet-line Innovation & Enhancements:
Display Screen
Green Amber Red Notifications
Notification of bag closure and weight
Miss-sort Alert
Duplicate Item Alert
www.13-ten.com
Summary:
13ten together with online seller wales
Working very closely with our clients we really understand their business from all aspects
We have capacity to handle vast increases in clients volume and expectations We offer an efficient & cost effective 1-3 day solution (many delivered Next Day) with
3 delivery attempts inbuilt 13ten are experts in Packet handling and delivery with very credible clients enjoying
the service We can re-route shipments automatically where a location’s depot may suffer service
delay/failure meaning your traffic does not stand still Full Web Portal visibility for customers and Client Services team showing live shipment
status Full array of reporting Dedicated Account Management Simple Bar Code integration process
www.13-ten.com
Unsorted Packet Clients
www.13-ten.com
www.13-ten.com
www.13-ten.com
Thank you for your time. I will now answer any of your questions regarding this presentation
November 17, 2014
MAKE YOURWEBSITEDELIVERGOAL-ORIENTED WEBSITE DESIGN
BY DARREN FROM REDSTAR
WHO ARE REDSTAR?
• Digital Agency based in Manchester• Team of 11, established in 2007• Specialise in eCommerce and Multi Channel Solutions• We don’t just build websites, we market them too• Work with small and growing businesses
@webdarren
CONVERSION = ACTION
Simple• Buy a Product• Download a File• Watch a Video• Sign Up to
Newsletter• Complete a
Contact Form
Complex• Sign up to
Newsletter & Buy Products 3 Months Later
• Sign up for course, watch all videos & join forum
• Buy a product, an upsell and buy again in 3 months.
@webdarren
WAYS TO MEASURE
Product Sales:Platform Reports &Google AnalyticsDownloads:Google Analytics Event TrackingForm Completion:Platform Reports &Google Analytics Goal TrackingNewsletter & Sales:Platform Report &Google Analytics
@webdarren
WHAT REALLY MATTERS
Every Website Has A Conversion – Andy Kinsey, SEOAndy
Conversions we usually forget about:• Visitor Loyalty –
Keeping Website Visitors Returning• Calls from the Website• Users who first visit from a mobile device
and then visit using another device• Page Views – Reducing Bounce Rate
@webdarren
THE CRONUT CYCLECRO = Conversion Rate Optimisation
@webdarren
THE CRONUT CYCLE
@webdarren
CRO, AB, MVT
AB Testing:The controlled testing of given features of a page (or full website) on a given group and measuring changes against a control group.
MVT = Multi-Variant Testing:The testing of a specific element of a given page (eg button colour) or site in many ways and comparing this to a control group.
CRO = Conversion Rate Optimisation
@webdarren
AB TESTINGECOMMERCE DESIGN
Which one of these do you think converts best?
MVT TESTINGANDY’S FEATURE TEST
Original
Test A - Colour
Test B - Text
Key Takeaway…
Not all changes and tests will bring improved results, but you will only know through testing!
ANDY’S FEATURE TESTTHE RESULTS
Original
Test A
Test B
@webdarren
FREE TOOLS FOR TESTING1. Google Analytics
Goal Tracking, Event Tracking, Campaign Tracking, eCommerce Tracking, Experiments.
2. MailChimp AB TestingFree after sending several emails
3. WP Leads CTA – InboundNowTesting call to actions using wordpress, eg Andy’s Test. Redstar.co.uk/go/wp-cta
@webdarren
PAID TOOLS FOR TESTING1. Formisimo
Superb tool for testing forms in real time and getting detailed reports.
2. Crazy-EggHeat map, confetti mapping and analytics tool – ideal for detailed page analysis.
3. MailChimpThe paid version of MC comes with added testing features.
@webdarren
TIPS FOR ALL WEBSITESGo Beyond Your IndustryAlways research outside of your industry, bring innovation to your website through work in other industries.Always Be TestingNo site is ever perfect, there is always something to try to improve.Think Beyond What You SeeThink about your emails, using an abandoned cart system & talk with customers.
@webdarren
EXTERNAL EXPERTS CAN HELP
5 Reasons to Ask an Expert for Advice1. Faster Results2. Experience means less mistakes
and hassle3. Higher ROI4. Save yourself money in the long term5. Awareness of ever changing world
for best practice improvements
@webdarren
@day2dayeBay
M: 0751 8839 629
DaytodayeBay for Tips and Tricks of Selling Online
Available on Skype prabhat.shah1
Connect with Me on LinkedIn http://uk.linkedin.com/in/prabhatshah