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eCommerceSuccess Strategies
A Lunch and Learn SeminarPresented by
Patrick Bieser Sr., President Northwoods Software
This Discussion of “eCommerce”Is really about “How to Sell Anything” using your
Website
Applies to
All Websites generally and eCommerce Website specifically
About Me
• Journalism and Psychology Major• 33 Years Computer Industry• 10 Years Building eCommerce• Involved with 25+ High Traffic Sites• Studied, Observed, Analyzed• Lectured on Usability and Content
strategies• User (just like you)
Summary of Today’s Presentation
• Why worry about usability• What consumers want, don’t want• How they find you, how they are influenced• Example: A search for cookware• Checkout Best Practices (how not to lose
them)• Two strategies for selling online
Marketing generates interest
Selling generates profits
Successful eCommerce Websites…
Market a little and Sell a lot
Marketing (35%) vs. Selling (75%)
www.canon.com dpreview.com
• Good Usabilty• Good Content, Good Information
Selling Requires….
• 50% of sales are lost because shoppers cannot find what they are looking for
• 83% of shoppers leave sites due to poor navigation and ineffective search
• 78% of shoppers abandoned their online shopping carts• If 100 users came to a site ready to buy, only 2
finished the sale – the rest went elsewhere• US online holiday retail sales were over $39 billion in
2007, up 20% over 2006• 126 million users bought online in the 2007 holiday
season, a 6% increase over 2006• 92.5% of adults research products and services on-line
Source: VirtualMarketingBlog.com survey of 40 ecommerce websites, Forrester 2006
Why Worry about eCommerce Usability?
Good Content - What consumers want** Based on online user intercept surveys
What Turns Users Off
• Search that doesn’t find what they want• Content written in marketing speak• Content that looks like an ad• Content that is hard to scan• Content that is skimpy on details• No sort or filter options• Pictures that are too small or too few• Inability to compare
OnlineRetailers
BrandedSites
Online Review
ReviewSites
Social Networking
eMailMarketing
User GeneratedContent (2)
OrganicSearch Results
Pay for ClickAdvertising
Friends & Personal
Contacts (1)
CommunityWebsites
Goal Pages
Landing Pageor Catalog
Finding &Influencing
Example: A Search for Cookware
• Keyword analysis of the cookware market….
What are they looking for
Analysis
• Searches are 10:1 generic terms vs. brands• Strong evidence that people are doing
research• Typical pattern of long tail keywords
– Cast Iron Cookware
A User Looking for Cookware
Research Questions:• What are my choices?• What’s the best brand? Why?• What’s the best buy for good quality? • What’s the best buy for my budget?• I’ve got $300 and want 14 pieces – what are my options?• What do other’s think? I want to read good and bad reviews?• What features should I be looking for?• Are there any ratings systems? Are there “Editor’s Choices”?• Etc.
The Score
Good CriteriaAll-Cl
In-depth Information
Ability to Compare
Ability to Sort and Filter
Tools for Selection
Features Explained
Purchase Online
Opinions of Other (UGC)
Benefits Explained Information on Brand Informative Stories
Store Locations
% Marketing 95%
% Selling5%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Good CriteriaAll-Cl Calph
In-depth Information
Ability to Compare Ability to Sort and Filter
Tools for Selection
Features Explained
Purchase Online
Opinions of Other (UGC)
Benefits Explained Information on Brand Informative Stories
Store Locations % Marketing 95% 80%
% Selling5% 20%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Good CriteriaAll-Cl Calph Amaz
In-depth Information Ability to Compare Ability to Sort and Filter
Tools for Selection
Features Explained Purchase Online Opinions of Other (UGC) Benefits Explained Information on Brand Informative Stories Store Locations % Marketing 95% 80% 10%
% Selling5% 20% 90%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Good CriteriaAll-Cl Calph Amaz Cook
In-depth Information Ability to Compare Ability to Sort and Filter
Tools for Selection
Features Explained Purchase Online Opinions of Other (UGC) Benefits Explained Information on Brand Informative Stories Store Locations % Marketing 95% 80% 10% 50%
% Selling5% 20% 90% 50%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Good CriteriaAll-Cl Calph Amaz Cook Advis
In-depth Information Ability to Compare Ability to Sort and Filter
Tools for Selection
Features Explained Purchase Online Opinions of Other (UGC) Benefits Explained Information on Brand Informative Stories Store Locations % Marketing 95% 80% 10% 50% 5%
% Selling5% 20% 90% 50% 95%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Good CriteriaAll-Cl Calph Amaz Cook Advis YAEY
In-depth Information Ability to Compare Ability to Sort and Filter
Tools for Selection
Features Explained Purchase Online Opinions of Other (UGC) Benefits Explained Information on Brand Informative Stories Store Locations % Marketing 95% 80% 10% 50% 5% 15%
% Selling5% 20% 90% 50% 95% 85%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Good CriteriaAll-Cl Calph Amaz Cook Advis YAEY ConR
In-depth Information Ability to Compare Ability to Sort and Filter
Tools for Selection Features Explained Purchase Online Opinions of Other (UGC) Benefits Explained Information on Brand Informative Stories Store Locations % Marketing 95% 80% 10% 50% 5% 15% 0%
% Selling5% 20% 90% 50% 95% 85% 100%
Bad Criteria
No Search / Doesn’t Work Content uses marketing speak Content hard to scan Content is skimpy on details Picture too small or too few Inability to compare
Checking Out – Best Practices
• Careful design allows more customers to complete checkout.
• Filling out forms correctly during checkout is very difficult for most users.
• Forcing people to register during their first purchase is confusing and frustrating and drives customers away.
• Tell users where they are in the checkout process• Show cart at all times possible• Allow changes to shipping, billing, credit card at all
steps
Online Strategy #2• Build a brand marketing site (with a cool flash component)• Add eCommerce – catalog, registration, and checkout• Work hard on Search Engine Optimization (SEO)• Launch a Pay Per Click (PPC) campaign• Ignore 10 years of user studies of consumer web behavior• Wonder why sales are slow
Strategy #2
Strategy #1• Build a brand marketing site (with a cool flash component)• Add eCommerce – catalog, registration, and checkout• Work hard on Search Engine Optimization (SEO)• Create rich content that draws search engine traffic• Offer explanations, research, and comparisons• Create ratings / charts that compare options • Offer credible (non-marketing) videos that explain the
pros and cons of options• Offer brand content to support validation• Allow users to generate content (UGC) on your research • 75% said UGC is credible• 35% said information direct from manufacturer is credible
Thank You