Phil Allatt
Why is ecommerce Important
Why is ecommerce Important Business to Consumer (B2C) ecommerce ecommerce is the fastest growing retail market in Europe 16% of the total UK consumer spend is on line and growing On Line Sales 2014 2015 Growth UK 45 Billion 53 Billion 16% Europe 132 Billion 157 Billion 18% Global 977 Billion 1151 Billion 18%
Why is ecommerce Important Business to Consumer (B2C) ecommerce ecommerce extends your reach to a global market giving you a 2200% increase in market opportunity Rapid change in shopper behaviour Christmas 2013 36% of people shopped on line 2014 61% of people shopped on line
Why is ecommerce Important Business to Business (B2B) ecommerce The Business to Business B2B ecommerce market is 4 times the size of the consumer market B2B ecommerce is growing faster at around 20% Traditional channels of manufacturer/producer, distributor, retailer & consumer are changing.
Why is ecommerce Important Factors for on line growth Better prices Convenience More Choice Ease of Use
A Strategic approach to ecommerce Success
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Current and future business size Turnover Staff Physical Facilities
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine What Products or Services Market Research Competitor Analysis Unique selling points
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Customer types Age Location Education Family Status Earning Multiple Personas
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Visual Identity Tone Of Voice Values Mission Statement
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Sales and Marketing Channels Search Social Affiliate Banner Advertising Off Line email Content
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Platform Type Proprietary Software As A Service Open Source
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Plan your on line digital services Outline the basic site structure Identify calls to action Outline best practice Mock up site Define custom requirements
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Visually represent the overall strategy Overall Site Design Transaction Elements Home Page Content email Forms online and printed
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Page Content Product Group Content Product Content SEO Structure
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Test Final Data Migration Maintain SEO Authority
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Launch Marketing Plan Instigate on Going Marketing Plan
A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Review objectives Analyse performance Refine site and plans
Sales & Marketing Strategy
Sales & Marketing Strategy Be Patient & Realistic It won t happen overnight building an on line business takes time. Priority One Provide outstanding products and customer service
Sales & Marketing Strategy Undertake Competitor Research See what they do well and what they do badly
Sales & Marketing Strategy Suspects Prospects Customers
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Search Social Affiliate Marketing Recommendation Banner Advertising Off Line Advertising Content Marketing & Video Market Places
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts 96% of web site visitors are not ready to buy
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts 96% of web site visitors are not ready to buy Conversion Rate Optimisation Contact Acquisition Irresistible Offer, Competition Social Engagement Search Remarketing Content Marketing App
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Customers may engage 3 to 6 times before they buy Conversion Rate Optimisation Contact Acquisition Irresistible Offer, Competition Social Engagement Search Remarketing Content Marketing App
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Converting to a sales
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Conversion Rate Optimisation email Direct Mail Search Re Marketing Social Engagement App Converting to a sales
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Converting to a sale Repeat Business Maximising Life Time Value
Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects email Direct Mail Search Re Marketing Social Engagement App Engaging and Acquiring Contacts Loyalty Scheme Great Service Trigger email Converting to a sales Repeat Business Maximising Life Time Value
Sales & Marketing Strategy Loyalty schemes Offer free gifts and discounts for loyalty A point per pound Earn 500 points = 25 Gift Voucher Double points on certain products Slow period offer double or triple points
Sales & Marketing Strategy E Mail integration Collect email at every touch point Request a catalogue Contact Form Place Order Use a specialist 3rd party to deliver e mail Mail chimp, Campaign Monitor, Pure 360, New Zapp, Mail Away
Sales & Marketing Strategy Conversion Rates email 3.84% Search 2.28% Social 0.74% Overall average conversion rates are between 1% to 3%
Sales & Marketing Strategy Trust Google is working on ways to algorithmically determine trust, in an attempt to send searchers to the best sites.
Sales & Marketing Strategy Trust How do customers make a purchase decision Research specifications Read reviews Ask friends Expert opinion of a salesperson Examining the physical product Compare prices Images, Videos Look at policies like shipping and returns.
Sales & Marketing Strategy Trust Friendship Signals Google + & Other social networks such as Twitter Reputation Signals Determine sentiment. People making a positive or negative comment.
Sales & Marketing Strategy Trust Authority Signals EAT - Expertise, Authority, and Trustworthiness. Establishing personal expertise as a ranking signal.
Sales & Marketing Strategy Trust Legitimacy Signals Legitimate sites that inspire trust contain some basic components: Contact forms with phone numbers and addresses, Shipping information, Exchange and return policies. Google Maps data.
Sales & Marketing Strategy Trust Review sites Authorised Independent Reviews
Sales & Marketing Strategy Trust SSL Security 30 to 1000 per year
Sales & Marketing Strategy Trust Other Trust Influencers Social Networks Google My Business Images of location and team Video can demonstrate authenticity Google Certified Shops Payment Systems PayPal, Sage Pay Professional Look, branding & Best Practice
ecommerce Platforms & Service Providers
ecommerce Platforms & Service Providers 3 Main Types Proprietary Software As A Service Open Source
ecommerce Platforms & Service Providers Proprietary Adobe, IBM, Oracle + Thousands of others Keeping up with change Tied into a service provider Expensive in the long term Fits very large or highly bespoke
ecommerce Platforms & Service Providers Software As A Service WIX, Shopify, Volusion, Big Commerce Low Initial Cost - Do It Yourself Option There are scalable options Watch the long term cost Generic functionality that can change Still proprietary
ecommerce Platforms & Service Providers Open Source System is free support required A Network of Developers keeps the system up to date Modules & Templates Not tied into a provider No constraints
ecommerce Platforms & Service Providers Rate out of 10 Commerce Content Security Simplicity 4 9 4 9 10 3 9 2 8 10 9 6
ecommerce Platforms & Service Providers Operational Channels Customer Channels Consumer Business Trade Distribution, Retailer Integration Outlets Website Physical shop Telesales Catalogue Shows Drop Shipping Market Places >
ecommerce Platforms & Service Providers Market Places Amazon E Bay Etsy The Cornish High Street Not on the High Street Jewel Street Folksy Alibaba
ecommerce Platforms & Service Providers Functionality Mobile Support Trigger E Mail Abandoned basket Management Promo Code Gift Vouchers Loyalty Scheme Complex Delivery Custom Functions
ecommerce Platforms & Service Providers Hosting & Disaster Recovery Backup Scalability Business Continuity Plan Domain Management
Wireframe & Site Architecture
Wireframe & Site Architecture Template v Bespoke Site Structure Navigation Content Call To Action Landing Pages Customer Journey Best Practice
Design
Design Design Elements Main site structure and site furniture ecommerce elements, listing, product page, checkout Transaction pages Password reset, register Home Page Content Other elements, emails, despatch notes
Design Experienced Designers Customer Journey Call to Action Eye attractors Conversion Rate Optimisation Best Practice Branding
Design Design Challenges 5 Seconds to articulate the message 8 Seconds a majority of visitors leave Product Video increases conversion One second delay reduces conversion by 7%
Migration - Go Live Going Forward Key elements Extensive end to end testing Upload all data & Content Protect historic SEO Performance - 301 s Select a low risk time to switch
Future Of ecommerce
Future Of ecommerce Amazon 15 years ago
Future Of ecommerce ebay 17 years ago
Future Of ecommerce Web Sites Users 1996 250,000 45 Million
Future Of ecommerce Web Sites Users 1996 250,000 45 Million 2006 80,000,000 1 Billion +
Future Of ecommerce Web Sites Users 1996 250,000 45 Million 2006 80,000,000 1 Billion + Web 3.0 2016 800,000,000 8 Billion +
Future Of ecommerce We are going to see more change in the next 10 years than we have seen in the last 10 years Full technology convergence Web Voice Video/TV Everything will become connected Personalisation making sense and meaning of big data
Future Of ecommerce Personalisation CRM VIP www.? RSS Order history Customer Data Loyalty Scheme Browsing History Geo Location Real time Data feeds Social Media Customer Type Devices Used Learning Engine
Future Of ecommerce Personalisation CRM VIP www.? RSS Order history Customer Data Loyalty Scheme Browsing History Geo Location Real time Data feeds Social Media Customer Type Devices Used Learning Engine Recommendation Engine Recommending products Dynamic Merchandised Product List Personalised Videos Communication Personalised Customer Experience Personalised web site behaviour Recommended content and media Device specific data and layout Different buying interface - Trade & Consumer
ecommerce Case Studies
ecommerce Case Studies Party Dress Business went from zero to 1.8 million in 2 years from a 90 investment
ecommerce Case Studies Started selling dresses through ebay Now selling 1100 dresses a day Year 1 600K Year 2 1.8 million 2014 sales increased by 300% Employs 40 staff 5 in the social media department Export to 50 countries 95% of sales attributed to social media Facebook 882,000 Likes 30 tweets in one day 38 Face book posts in one day 7 videos in one day Also using Instagram, Pinterest, email
ecommerce Case Studies 20 Trust Pilot reviews in one day
Questions