1

Scalable

Ecommerce

Strategies

2014

21st November 2013

Dr Dave Chaffey

SmartInsights.com

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About Dave Chaffey About Dave Chaffey

• A professional

trainer in E-

marketing since

1997

• Author of 5

bestselling

marketing books

now in their 4th and

5th edition

• Manages

SmartInsights.com

a marketing advice

site with paid

members in over 50

countries

• Insights Director at

agency

ClickThrough

Marketing

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The challenge of scalability!

Source: Boston Consulting Group

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The challenge of scalability

Digital infrastructure team

Brand, UX and style guidance

Applications management

SEO guidance

Web analyst

Web development team

Business requirements

Web designers

Web developers

QA & Testing

Content publishing team

Global content editing

Social media community management

Translation management

Central digital marketing teams

Local country team or brand/product line teams

Online country

manager

Online brand/product

manager

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Reality is more complex! Virtual Trade Team

4 VM’s, 1 data analyst + trade manager

EU Digital Marketing team

Manager and EU Marketing Manager FR, DE, NL, ES + Manager

Webmaster

Dave Elston (prepared this chart)

2 X webmasters

Project Management

Country managers

Retail operations

Head of Ecommerce

Source: Dave Elston, Clarks Worldwide

presentation to Practicology

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Growth example: ASOS.com

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Managing across multiple markets

1. Identify the levers

and KPIs

2. Create a strategy

with long-term vision

3. Manage through

90 day plans, tests

and dashboards

across RACE

activities.

The SmartInsights improvement process

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Recommendation:

Create a

Success Map

for Digital Marketing

Define what is core

to your Vision

Example of Ishikawa or Fishbone diagram

Growth Hacking post

Map, measure and prioritise your many success drivers!

10 http://bit.ly/smartgraphics

Simplify a little

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n Searches

% Brand

Reach Awareness

and visits

Unique

visitors Bounce

rate

Revenue

per visit

Page views/

visit

Act Interaction

and Leads

nLeads %

Conversion

to lead

Goal value

per visit

Average

order value

Convert Sales and

Profit

nSales %

Conversion

to sale

Sales

value

n Brand

mentions

Engage Loyalty and

Advocacy

% active

customers % Customer

conversion

% existing

sales value

Volume Quality Value

RACE KPI dashboard

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Improving Reach

Key Trends

Increased micro-targeting options

Mobile targeting

Engagement through Visual Apps

Quality SEO signals

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Selecting the best communications mix

REACH

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Effectiveness (potential sales volume)

Inve

stm

en

t (r

eso

urc

e n

ee

de

d)

SEO

AdWords

Remarketing

Facebook

custom audiences

AdWords

on desktop

Social

amplification

Media related

PR

Influencer

PR Integrated

engagement

campaigns

Blog

marketing

Vertical niche

campaigns

Sponsored

Tweets

Instagram

Making the smart investments for Reach

FBX

Retargeting

Facebook

Promoted Posts

AdWords

mobile

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Search

Excellence is core

of acquisition

growth:

Agility

Analysis

Action

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Structured keyphrase research

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Getting SEO right locally 1. Content – requires depth

and detail “Epic/Nuclear”

2. Different types of content

give traction

3. Author authority and social

signals matters

4. Links remain critical, but

bar for quality keeps going

up.

5. Diverse anchor text

needed after Penguin

6. Great design matters

7. Guest posting comes

under increased scrutiny

8. Social continues to exert

a powerful influence

9. Mobile performance and

compatibility matter

10. SEO is less tactics,

more strategy

Source: Search Engine Journal, MoZ ranking factors

Q. How do you benchmark SEO success at market level?

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Using of attribution to assess media effectiveness

Recommendation:

Use Google’s

Multichannel

Funnels and

Attribution Models to

report effective

touchpoints

REACH

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Ongoing challenges of Enhanced Campaigns

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Increasing InterACTion

Key trends

Invest in multichannel experience

Communicating the local OVP

Interactive content marketing

Investment in outreach

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Investment in Brand OVP/YouTility

Audience use of digital and social

media > Personas

Commercial goals >

Customer engagement

> OVP

> Marketing Mix

Branded

Content Marketing Strategy

Integrated

Marketing

Communications

Strategy

Integrated

Digital platform tactics and tools

OVP = Online Value Proposition

= Brand Adding Value to Audience

Help me do my job / live my life

Help me develop / learn

Help Make me look good

Help Entertain Me!

Help me Select and Use Products

http://bit.ly/smartovp

PLAN

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Cliches are true

The French are much more ‘emotional’

Less internal search and navigation, much more use of links in content/graphics etc

Shop by end use (ie workwear).

Fashion and inspirational features work well and get high engagement

Purchase when need to purchase- much later start to season

Source: Dave Elston, Clarks Worldwide

presentation to Practicology

Deeper customer insight

for cultural customisation

Cliches are true

Germans are fastidious

Shop by product type- shoes/boots

Shoe Technology is very important

Planned purchases- market is quickly into new season

They like to use internal search and left hand nav.

Lots of calls to the call centre about shoes purchased many many years ago

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The Content marketing /

engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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Your content marketing challenges?

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Research Findings

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Evaluating content and

social media marketing investments

Criteria?

Rev/visit

Demand+

lead gen

Amplify

Brand fit

SEO

Longevity

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Matrix

Presentation title Author's name 22 November, 2013 Confidential

http://bit.ly/smartercontent

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Increasing Conversion

Key trends

Evolutionary site design / growth hacking

Mobile CRO

Improvements to Universal Analytics

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CRO at Asos.com

36 Bps = basis points 1/100th of a %

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Segmenting pages/product by performance

High Potential

(Problems)

Top

Performers

(Stars)

Low Potential,

Low Performance

(Dogs)

Consistent

Performers

(Cash Cows)

Conversion rate

Or conversion rate variance (add to basket) compared to average

Pag

e o

r p

rod

uct

po

pu

lari

ty (

vie

ws)

or

page v

iew

variance (

com

pare

d t

o a

vera

ge)

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The commercial importance of mobile

Source: Forrester

6.8% mobile phone (exc Tablet) of all Ecommerce sales

€ 6 billion

UK

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The challenge of Mobile CRO

0%

20%

40%

60%

80%

100%

120%

Store Website msite Apps

Browse vs. purchase channels

Browse

Purchase

88% Debenhams customers use mobile to browse vs. 12% purchase

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Run-of site RWD example

Search > Browse > Buy

Practical Mobile Tip: Make sure site is “upwardly responsive”

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5.

Evalu

ate

ap

p r

ele

van

ce o

r

eff

ecti

ven

ess

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Promoting apps on mobile homepage

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Improving Engagement

Key trends

Customer satisfaction and feedback

Social media marketing

Engaging Email marketing

Wearable computing and lifelogging

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Making use of Voice of Customer feedback tools

http://bit.ly/smartfeedback

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Retention email marketing options?

Presented by Grant Baillie of Argos at Email marketing conference, with permission

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Local email

challenges:

Onboarding

Merchandising

Personalisation

Delivery

Timing

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Getting serious about behavioural email

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Location:

Published / Surveyed: Sample: Source:

Original source:

Worldwide July 2013

Feb 2012-June 2013

Collected from 250 million

email opens Litmus

% Email Opens across desktop and mobile

Litmus blog

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Trend 17: Mobile email popularity

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Scalable email improvements

Source: Philips presenting on PlantoEngage.com

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Using event-triggered emails – Marketing Automation / Re-marketing example

1. Generic branded follow-up email : +10% conversion rate.

2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail

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Let’s Connect!

Questions & discussion welcome

SmartInsights.com

Free planning templates

www.smartinsights.com

Relevant channels www.smartinsights.com/interational-

marketing

www.smartinsights.com/ecommerce

Email Newsletter www.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

ww.twitter.com/DaveChaffey

https://plus.google.com/u/0/10625135037962

2013691