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Upgrading Your Ecommerce Site
Convert Visitors into Frequent CustomersMike Le - President
Conative Business Inc. (CBI)[email protected]
The Old Ecommerce Formula
• Good Products + Basic Shopping cart + Online Advertising + Email List = automatic money
Those days are gone…
Ecommerce World Today
• Buyers are more educated– Expert bloggers write detailed reviews – Customers share usage experiences– Shopping comparison sites promote the lowest prices available
• Buyers are overwhelmed with buying choices– 16,000 new food products in 2008– 4,230 new cosmetics, 2,793 new skincare items, 1,259 new hair
care products in 2008
• New trends in ecommerce: Social Media, Mobile, Local– Shopping behavior changes quickly
Ecommerce Strategies
• Build a large base of repeat customers– Enhance shopping experience– Provide great customer service
• Increase order volume– Cross-sell, Up-sell– Smart shopping suggestions
Ecommerce Strategies
• Turn window shoppers into buyers (increase conversion rate)– Add more value & promotion– Study shopping behavior (analytics) & get feedback
• Drive new potential customers– Search Engine Optimization– Social Media referrals– Online Advertising
Ecommerce Must-Haves
• Ecommerce Website: deliver WOW experience• Email Communication: stay in touch & cross-sell• Promotion Campaigns: motivate buyers• Web Analytics: enhance conversion rate• Search Engine Optimization: get new customers• Blog/Social Media Integration: spread the word• Mobile version/app: mobile shopping
The Ecommerce Site
• The ultimate goal of an ecommerce website is to convert visitors into frequent customers by creating credibility and delivering a wonderful shopping experience.
CBI Ecommerce - Product Zooming
www.womenslipper.com
Smart Search & Suggestion
Cross-sell & Up-sell
www.womenslipper.com
Easy checkout
www.womenslipper.com
Recurring Orders
www.moncarlino.com
Reward Points
www.moncarlino.com
Quizzes & Exit Surveys
www.moncarlino.com
CBI - Ecommerce Solutions
• Product Features– Advanced Product Search: Auto-keyword suggestion,
sort by price, best match, best-rated, bestseller – Rate, Review, Share: Rate, review, email to friend,
Facebook “Like”, save to wish list– Product Capability: Zooming, multiple product images
(up to 6), auto-resize, image watermark, product size & color, SKU, inventory tracking
– Up-sell, cross-sell: Related products– Bulk Product Upload: from XML or CSV files
CBI - Ecommerce Solutions
• Shopping Cart & Order Processing– Recurring orders, flex-pay, taxes– Order status, invoices, wrap as a gift, price match
• Shipping– free shipping with minimum order, shipping methods
(ground, expedite), tracking notification – International shipping, integrated with Fedex, UPS,
USPS– Calculate shipping by order total, order weight, zip
code, fixed shipping cost per item
CBI - Ecommerce Solutions
• Promotion– Coupons by %, by $ amount, order based, customer
based, product-based coupons – Free shipping coupons, one-time coupons, first-time
order discount, Facebook “Like” $1 coupon– Reward points, sweepstakes, gifts, quizzes & polls
• Customer– Order history, Reward points, Wish list– Segmentation Lists: Repeat/new/abandon
cart/unhappy customers
CBI - Ecommerce Solutions
• Web Security– SSL support, IP address log, source code encryption,
password encryption, image login check, server configuration check, security threats check (SQL injection, cross site scripting, and more)
• Performance– Critical for ecommerce sites with over 10,000 products– Advanced technologies applied: parallel database
access, optimized database queries, memcached, AJAX load for images, minimize scripts, css, js, gzip, etc
CBI – Mobile Shopping
Mobile version, mobile apps (iPhone, Android)
Case Studies
• Case Studies– www.jbeautybrands.com – www.womenslipper.com – www.moncarlino.com– www.social-listings.net
CBI - Search Engine Optimization
• In ecommerce, organic search traffic has the highest conversion rate among all traffic sources, because “people are searching for what they need when they need it”
• CBI SEO services help– Your website gains 1st page rankings for thousands
of relevant keywords that buyers are searching for– Make search traffic the major traffic source for your
website
JBeautyBrands ranks #1 for “Japanese cosmetics”, higher than Shiseido
CBI - Search Engine Optimization
55% of online sales comes from organic searchRank #1 for the keyword "Japanese cosmetics“ Rank #2 for "Japanese beauty products"Rank #1 for "Japanese beauty brands“ and over 3,500 other keywordsIn just 03 months!References: http://www.google.com/search?q=japanese+cosmetics http://www.google.com/search?q=japanese+beauty+brands http://www.google.com/search?q=japanese+beauty+products http://www.google.com/search?q=japanese+cosmetics+brands
JBEAUTYBRANDS.COM
CBI - Search Engine Optimization
CBI - Search Engine Optimization
WOMENSLIPPER.COM• 81% of traffic comes from search engines
– “Leather slippers for women” rank #2 in Google over Amazon, NextTag, etc
– “slippers for ladies” rank #1 on Google over 15,400,000 results
– “Slippers Store” rank #5 on Google over 46,200,000 million results
– “ladies leather slippers” rank #3 on Google– http://www.conabiz.com/services/seo-case-studies.html
CBI – Email Marketing
• “Email, in a consumer’s mind, is not about marketing; it is about personal relevance. Personal and business messages are combined inside an inbox and fight for attention based on how effectively they can positively impact the reader’s life” (Email Marketing-An hour a day)
• “People who are registered to receive email marketing messages from your company will purchase an average of 167 percent more than those people in your marketing database who are not receiving email” (Source: Ogilvy)
CBI – Email Marketing
CBI Email Marketing services help• Setup automatic email notifications
– Order confirmation & thank you note– New buyers welcome message– Tracking notification– Cart abandonment follow up email– Product review follow up email
• Run campaigns to grow email list– Sweepstakes, contests, co-signup, etc
CBI – Email Marketing
• Run weekly/holiday promotion emails– Design the newsletter– Write newsletter copy– Setup tracking link via Google Analytics– Schedule to send emails out– Track clicks & sales
• Manage & segment the customer list– Link with List Manager e.g. Constant Contact via APIs– Repeat buyers, first-time buyers, unhappy buyers, etc
CBI - Web Analytics
• Web Analytics help:– Increase revenue– Reduce cost– Improve customer satisfaction/loyalty
• How? By failing faster. Failing online is cheap and fast. Continuously test new improvement ideas
CBI - Web Analytics
CBI Web Analytics services include:• Google Analytics setup• Weekly tracking
– Web traffic tracking: Visits, visitors, sources, etc– User engagement tracking: Time on site, Page
Views, Bounce Rate– Ecommerce goals/sale funnel tracking– Campaign tracking: Email/Social media/Advertising
• create new improvement ideas quickly
CBI - Web Analytics
• Website Optimizer setup– Landing page testing– New feature testing– New design/layout testing
Run experiments live on your site with various ideas and let your customers tell you what work best.
• Performance tracking– Loading speed testing– Down-time checking– Spam content checking
Blog & Social Media
www.moncarlino.com
www.moncarlino.com
Facebook Shop
www.moncarlino.com
Other Notes
• Your Ecommerce website should be aligned with Internet Marketing efforts to drive optimum results
• Develop your own Community– Email List + Blog RSS subscribers +Social Media
fans/followers + On-site engagement• Listen to your customers
– Web Analytics & Online Surveys are critical
We look forward to helping you grow your Ecommerce business!
Conative Business Inc.72-49 Loubet Street, Forest Hills, NY 11375
Tel: 646-688-4899Fax: 646-216-9789
Email: [email protected]: www.conabiz.com
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