The Basics of ecommerce and Taking Your Business Online

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1 The Basics of ecommerce and Taking Your Business Online David Abbott Insight Best Practice

2 Why Bother With ecommerce? UK Online Sales % of total sales % of total sales % of total sales Source: Centre for Retail Research Growth >10% p.a. (and note, UK retail sales are flat) Source: Google World Stores, started about 10 years ago, T/O 70m

3 Why Bother With A Website? For: Research Appointments Price comparison Vouchers Find local shops Addresses

4 We provide a personal service, we can t do that over the web I don t understand the technology I can t be bothered We re doing fine just the way we are

5

6 Successful ecommerce comes in 3 parts Website Traffic Conversions

7 I m ok. My neighbour s son just did A-level graphic design, he can knock up a website for us for a few 100

8

9 Website Lots of different solutions

10 Website You need A plan and a specification The product data and images that will go on the site Get help

11 Website Plan/Spec Target audience Objectives Navigation/menu Types of content pages What s on each page type Shopping feeds Social media links Stock planning Checkout & MOTO Search Engine Optimisation Products Number of products What s on a product page Product image sizes Image zoom What search must index Filters and selections

12 Research

13 Website You need a Content Management System

14 Website AND TRAINING

15 Website Don t forget mobile: 15% online sales Used for initial research Growing fast

16 Website Costs? Rough estimates are Cost License Simple brochure sites up to 5k 0-10/month Reasonable ecommerce sites up to 15k 10-50/month or % of sales Complex ecommerce sites over 15k and/or /month

17 Support Costs? Rough estimates are Cost Timescales Develop specification up to 2k ~2 weeks Develop plan, find developer up to 5k ~6 weeks Manage project up to 15k ~8-10 weeks

18 Conversion There s no point in getting visitors (traffic) IF THEY GO AWAY WITHOUT DOING WHAT YOU WANT THEM TO DO

19 Navigation (and search)

20 Navigation (and search)

21 Information

22 Experience/Checkout

23 Experience/Checkout No unnecessary steps Don t ask customers to register Make it easy for them to achieve their objectives

24 Traffic The very best website ever is useless if no one ever visits it Designing and launching the site is just the beginning

25 Why Bother with SEO? Page Position

26 SEO Good News & Bad News The Bad News It s not really free It s not instantaneous The Good News It s not necessarily expensive You can do most of it yourself

27

28 What is a Good Website? A Good Website is One Where: Visitors can easily find their way around The site loads quickly It is obvious what topic each page is about The page content is original The page is not obscured with ads which impact the visitor s ability to use the page The primary focus is solving the visitor s goals, not the business s Content on the page is authoritative and valuable, and it answers the visitor s query better than other pages on the web All pages on the site are high quality, not just some of them

29 How Google Works Google DOES NOT rank websites It ranks WEB PAGES

30 How Google Works Search for: women s skirts

31 How Google Works Search for: oak click vinyl tiles

32 Website Structure URLs Page Title Page Description Headers ALT (image) text Image names Navigation Keywords Hyperlinks XML sitemaps HTML sitemaps Robots.txt Blog Reviews Site speed Custom 404 pages

33 URLs Men s Socks but can you tell? Database driven Database ID Men s Waterproof Jackets Database driven URL Rewriting

34 Page Title & Description Page Title Description Page Titles: 70 characters, including spaces Page Descriptions: 155 characters, including spaces

35 Headers

36 Images Image name: Black-leather-womensskirt.jpg (with hyphens) NOT DSC jpg Image ALT text: Black leather women s high waisted skirt Image size: Right number of pixels Save for web small jpgs

37 Website Content Landing Pages Page Copy Usability Duplication Layout Call to Action Formal Copy Navigation

38 What is a Keyword? The term the user types in to search It s a phrase, not just one word More specific tends to mean more ready to buy Search = skirts Search = women s skirts Search = black leather women s skirts

39 Which keywords to use? Research ask your customers Google Keyword Planner

40 Offsite Issues Inbound links Forums Blogs Social Networking Social Bookmarking Geographic Location Merchant Centre Video

41 Links Social media, e.g. facebook Online directories Press releases Bloggers

42 Does SEO Work? Dog Food UK Pet Food Market est 2b Dog food approx 1b? Big Brands Iams Royal Canin Bakers Pedigree Can a small, local, 35 yr old family owned dog food manufacturer compete?

43 Rank Tracking

44 Ranking 15/04 22/04 29/04 06/05 13/05 20/05 Bulk buy dog food Wholesale dog food Buy dog food online Dog food online Buy dog food Cheap dog food online Quality dog food Value dog food Cheap dog food

45 Google Places 45

46 Google Adwords Ads Product Listing Ads Ads 46

47 Google Analytics

48 The Final Message

49 Thank You QUESTIONS David Abbott

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