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Converting website visitors
into customers
Latest Trends in eCommerce

IJL Seminar – Sunday 4th September 2011

Presented by Eddie Prentice, Adaptive Consultancy
Agenda
•   Why are we here?
•   Social commerce
•   Customer acquisition
•   F-Commerce
•   User generated content
•   eCommerce trends
•   Conclusions
Plus ça change
plus c'est la même chose
“There’s nothing new
just new ways of doing
    the same thing”
Why are we here?
• 20% shoppers spend more than half their
  income online
• 40% of UK consumers shop online at least
  once a week
• 51.9% research purchases solely online
• 40.1% start their search for all purchases
  online
                         Source: PricewaterhouseCoopers / Reevo, June 2011
Online shoppers are less impulsive
• Today’s online shoppers have become smarter
  and more informed
• They use online channels to
  –   evaluate options
  –   socialize about brands
  –   find the best deals
  –   give advice to others

They are becoming less impulsive when making
  purchase decisions. *
                                       *Source: Yahoo
Social commerce the key trend

  The socialising of the online shopping
  experience is the big development in the
               last 12 months

       Not just about social media

 Its about customer engagement at every
                   level
Social Commerce
What is Social Commerce?
• Social commerce provides social context to
  the shopping experience; it’s not direct
  marketing
• It’s about engaging with people, earning the
  right to offer an opportunity to purchase
• Connect, listen, understand, engage –
  improve the shopping experience.
Buyers no longer act independently


  We live in a connected world


Product reviews
       Price comparison sites
              Social networking sites
Social Commerce

• Key trend in 2010: using social media
  for promotions and offers.

• Key trend in 2011: socialising the
  brand’s own retail website.
Social Commerce

Consumers are most attracted to a website that
provides good advice and reassurance about their
purchase.

Features consumers most like:
• recommendations (46%)
• outfit suggestions (43%)
• customer reviews (40%)

(Source: IMRG)
Customer Acquisition
Why Facebook Users become Fans
•   To receive discounts
•   To show support for the company/brand
•   To stay informed about the company’s activities
•   To get updates on future products
•   For fun or entertainment

• Develop a mix of content:
    – special promotions
    – life inside your company
    – news that's likely to start discussions
Turn fans and followers in to Subscribers
 • A Fan or a follower is not as valuable as an
   email subscriber. Only with email opt-in do
   you have permission to send promotions.
 • Add email opt-in form on your Facebook
   page. Offer incentives to sign up e.g. 20% off
   welcome coupon.
 • Convert Twitter followers in to subscribers.
   Tweet occasional email opt-in offers.
Use Email to grow social followers
• Add “Follow us” buttons for your social
  networking accounts to your email template.
• Include social media content in your email
  messages to encourage email subscribers to
  become fans and followers.
• Show the value of being socially connected
  e.g. highlight an individual as “fan or follower
  of the month”.
Leading with Email sign-up
Why Tweeters follow your brand
• Special offers and deals. 43.5% said it’s the top reason they
  follow brands on Twitter *
• Feed content that gives Tweeters something to talk about.
• Find out what companies really stand for.
• Receive insider information about new products and
  services.
• Get to know the personalities behind a company.
• See how a company responds when its brand is publicly
  criticized.

Responding to criticism voiced on Twitter can impress other
  Twitter users and make them more disposed to follow your
  brand
                                                 * Source: Satisfaction/Column Five study.
Group Gifting

notonthehighstreet.com
E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011
E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011
E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011
F-Commerce

Facebook as shopping location
E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011
E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011
E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011
Share
option
before
product
page
Sharing
with your
friends on
Facebook
Product page
on Facebook
Sign In page
On Facebook
Engaging a shopper via email makes them
worth 140% - 150% more to a business than
someone not engaged in that way.
                    Source: Experian – Consumer Data Analysts




              Tick to opt out
User Generated Content

   Reviews and ratings are
     becoming the norm
Growth in User Generated Content

• User reviews drive sales – builds trust an
  provides reassurance

• If you don’t provide them, your customer will
  look elsewhere for them and may not come
  back.
Who you are makes a difference
54.2% of UK consumers say a reputable retailer
      is important when shopping online.
                                 Source: Reevoo, June 2011
Don’t fear negative reviews
Most people leave positive comments
         Source: LightspeedResearch, March 2011
Shoppers check reviews before purchase




                               Peer to peer
                               recommendations are
                               now more trusted than
                               marketers’ own
                               messages.
Reviews – still need convincing?
• 87.3% of UK consumers sometimes or always
  read reviews before purchasing.
• 86.9% will not purchase a new product before
  reading the impartial opinions of owners.
• 78.2% of UK consumers are more likely to buy
  products with good reviews
• Almost half of UK consumers have written a
  review.
                                   Source: Reevoo, June 2011
How to attract User Reviews

The more reviews you have, the more useful a
  resource it becomes for consumers.

• Ask for reviews on product pages.
• Email customers after the purchase to
  request a review.
How to display user reviews
• The best examples display a review summary
  and then allow customers to drill further into
  the detail if they want to.
• Remember that customers don’t necessarily
  have the patience to read long reviews
• Simplify and present reviews in a way that is
  easy to read
Overstock.com
Scan the page and quickly see what others are saying
Overstock.com
           Review summary and
           detail on product page
“Review” conclusions
• Show both negative and positive user reviews.
  The negative reviews make the positive ones
  more credible.
• When asking customers to leave reviews don’t
  deter users by asking too many questions.
• Buyers and merchandisers should keep a close eye
  on the best and worst reviews to inform future
  product selection.
• Consider purchase verification. By allowing only
  customers who have bought the product from
  your website to leave reviews, you can at least
  ensure that the feedback is genuine.
Seller ratings are important for lesser
             known brands
 Ratings build buyer confidence.

 If you are not a national brand ratings show
 shoppers that others have had a positive
 experience on your site.

 Place seller ratings in a prominent position
 on the product page.
Cross-selling and up-selling
Cross-selling and up-selling

• Cross-sell. Offer other items which
  customers are likely to buy alongside the
  product they are currently viewing.

• Up-sell. Offer more expensive
  alternatives to increase order value.
Benefits of cross-selling and up-selling
• Provide more prominent exposure for higher-
  ticket items.
• Increase average order values.
• Show matching items to help customers to
  build up a complete look.
• Increase conversion rates by offering
  alternative.
• Increase awareness of product range.
Cross and up-selling tips
• Keep items relevant. Showing unrelated
  items is a waste of valuable merchandising
  space.
• Keep the number of cross and up-sell options
  to a reasonable number. Avoid cluttering the
  page and spoiling the effect.
• Show accessories that are obvious cross-sells
  e.g. jewellery box.
• Amazon do this well.
Amazon cross-sell / up-sell
Blue Nile up-sell


All similar items
slightly more
expensive than
shopper selection.                       £232



                                         £263




                                         £254
Calls to Action
• Buttons need to jump out at the shopper - leave
  them in no doubt about the next step they need
  to take to make a purchase.
• Test different combinations to see what works
  best:
  – colour
  – button size
  – wording
No absolute right and wrong. If it doesn’t stand
 out clearly on the page, then there is room for
 improvement.
Buttons – contrast more important than colour
  No need to agonise
  over blue or green.
  Only question is “does
  it stand out?”
Delivery & Returns
• Competitive delivery charges or a no-hassle
  returns policy can drive sales.
• Don’t wait until checkout before revealing
  delivery costs. This leads to high cart
  abandonment.
• Customers choose to either
  – avoid the hassle of going into the checkout to
    find out charges, or
  – leave the checkout after seeing the charges.
Product Descriptions
Good photography is critical
Use zoom to show the quality and texture of your jewellery
Shopper guidance adds value
Product detail sells
Shopper guidance adds value
Countdown clock creates a sense of urgency
What do shoppers get excited about?
• 80%: Finding a great price or deal on a
  product I want
• 60%: Getting a better price than other
  people
• 53%: Finding a rare or hard-to-find item
  that I want
• 47%: Discovering a great new product
                                     Source: Yahoo 2011
Building trust improves conversion
Internet shoppers are smart and cautious. Websites without
   credentials, support, and security can put them at risk.
• 72% of shoppers who have abandoned a shopping cart would
   have continued the transaction if a trust mark had been on the
   site *
• 54% of online shoppers in the UK abandoned a shopping cart
   because they didn’t get a sense of security and trust when it
   came time to provide payment information *
Prominently display:
    - Email address
    - Phone number
    - Returns policy
    - Privacy policy                                    *Comscore research
    - Trust icons
Did you know?
4pm, Wednesday is peak-time for workplace
  shopping.

• The largest shopping rush comes when
  employees are celebrating the “hump” of the
  week

• 75% increase in shopping at 4pm on Wednesday.

                               Source: Digital Strategy Consulting, Sept 2010
Top headlines
• Incorporate eCommerce and social best
  practices both on your site and on
  Facebook.com
• Product reviews are now a must have

Give your customers what they seek. Embrace
  the social web or get left behind.
Thank you
  View our eCommerce platform at IJL
         Stand number: C119

Email Us: info@adaptiveconsultancy.com

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E-Commerce_Adaptive-Consultancy_ Eddie-Prentice_IJL-2011

  • 1. Converting website visitors into customers Latest Trends in eCommerce IJL Seminar – Sunday 4th September 2011 Presented by Eddie Prentice, Adaptive Consultancy
  • 2. Agenda • Why are we here? • Social commerce • Customer acquisition • F-Commerce • User generated content • eCommerce trends • Conclusions
  • 3. Plus ça change plus c'est la même chose
  • 4. “There’s nothing new just new ways of doing the same thing”
  • 5. Why are we here? • 20% shoppers spend more than half their income online • 40% of UK consumers shop online at least once a week • 51.9% research purchases solely online • 40.1% start their search for all purchases online Source: PricewaterhouseCoopers / Reevo, June 2011
  • 6. Online shoppers are less impulsive • Today’s online shoppers have become smarter and more informed • They use online channels to – evaluate options – socialize about brands – find the best deals – give advice to others They are becoming less impulsive when making purchase decisions. * *Source: Yahoo
  • 7. Social commerce the key trend The socialising of the online shopping experience is the big development in the last 12 months Not just about social media Its about customer engagement at every level
  • 9. What is Social Commerce? • Social commerce provides social context to the shopping experience; it’s not direct marketing • It’s about engaging with people, earning the right to offer an opportunity to purchase • Connect, listen, understand, engage – improve the shopping experience.
  • 10. Buyers no longer act independently We live in a connected world Product reviews Price comparison sites Social networking sites
  • 11. Social Commerce • Key trend in 2010: using social media for promotions and offers. • Key trend in 2011: socialising the brand’s own retail website.
  • 12. Social Commerce Consumers are most attracted to a website that provides good advice and reassurance about their purchase. Features consumers most like: • recommendations (46%) • outfit suggestions (43%) • customer reviews (40%) (Source: IMRG)
  • 14. Why Facebook Users become Fans • To receive discounts • To show support for the company/brand • To stay informed about the company’s activities • To get updates on future products • For fun or entertainment • Develop a mix of content: – special promotions – life inside your company – news that's likely to start discussions
  • 15. Turn fans and followers in to Subscribers • A Fan or a follower is not as valuable as an email subscriber. Only with email opt-in do you have permission to send promotions. • Add email opt-in form on your Facebook page. Offer incentives to sign up e.g. 20% off welcome coupon. • Convert Twitter followers in to subscribers. Tweet occasional email opt-in offers.
  • 16. Use Email to grow social followers • Add “Follow us” buttons for your social networking accounts to your email template. • Include social media content in your email messages to encourage email subscribers to become fans and followers. • Show the value of being socially connected e.g. highlight an individual as “fan or follower of the month”.
  • 18. Why Tweeters follow your brand • Special offers and deals. 43.5% said it’s the top reason they follow brands on Twitter * • Feed content that gives Tweeters something to talk about. • Find out what companies really stand for. • Receive insider information about new products and services. • Get to know the personalities behind a company. • See how a company responds when its brand is publicly criticized. Responding to criticism voiced on Twitter can impress other Twitter users and make them more disposed to follow your brand * Source: Satisfaction/Column Five study.
  • 30. Sign In page On Facebook
  • 31. Engaging a shopper via email makes them worth 140% - 150% more to a business than someone not engaged in that way. Source: Experian – Consumer Data Analysts Tick to opt out
  • 32. User Generated Content Reviews and ratings are becoming the norm
  • 33. Growth in User Generated Content • User reviews drive sales – builds trust an provides reassurance • If you don’t provide them, your customer will look elsewhere for them and may not come back.
  • 34. Who you are makes a difference 54.2% of UK consumers say a reputable retailer is important when shopping online. Source: Reevoo, June 2011
  • 35. Don’t fear negative reviews Most people leave positive comments Source: LightspeedResearch, March 2011
  • 36. Shoppers check reviews before purchase Peer to peer recommendations are now more trusted than marketers’ own messages.
  • 37. Reviews – still need convincing? • 87.3% of UK consumers sometimes or always read reviews before purchasing. • 86.9% will not purchase a new product before reading the impartial opinions of owners. • 78.2% of UK consumers are more likely to buy products with good reviews • Almost half of UK consumers have written a review. Source: Reevoo, June 2011
  • 38. How to attract User Reviews The more reviews you have, the more useful a resource it becomes for consumers. • Ask for reviews on product pages. • Email customers after the purchase to request a review.
  • 39. How to display user reviews • The best examples display a review summary and then allow customers to drill further into the detail if they want to. • Remember that customers don’t necessarily have the patience to read long reviews • Simplify and present reviews in a way that is easy to read
  • 40. Overstock.com Scan the page and quickly see what others are saying
  • 41. Overstock.com Review summary and detail on product page
  • 42. “Review” conclusions • Show both negative and positive user reviews. The negative reviews make the positive ones more credible. • When asking customers to leave reviews don’t deter users by asking too many questions. • Buyers and merchandisers should keep a close eye on the best and worst reviews to inform future product selection. • Consider purchase verification. By allowing only customers who have bought the product from your website to leave reviews, you can at least ensure that the feedback is genuine.
  • 43. Seller ratings are important for lesser known brands Ratings build buyer confidence. If you are not a national brand ratings show shoppers that others have had a positive experience on your site. Place seller ratings in a prominent position on the product page.
  • 45. Cross-selling and up-selling • Cross-sell. Offer other items which customers are likely to buy alongside the product they are currently viewing. • Up-sell. Offer more expensive alternatives to increase order value.
  • 46. Benefits of cross-selling and up-selling • Provide more prominent exposure for higher- ticket items. • Increase average order values. • Show matching items to help customers to build up a complete look. • Increase conversion rates by offering alternative. • Increase awareness of product range.
  • 47. Cross and up-selling tips • Keep items relevant. Showing unrelated items is a waste of valuable merchandising space. • Keep the number of cross and up-sell options to a reasonable number. Avoid cluttering the page and spoiling the effect. • Show accessories that are obvious cross-sells e.g. jewellery box. • Amazon do this well.
  • 49. Blue Nile up-sell All similar items slightly more expensive than shopper selection. £232 £263 £254
  • 50. Calls to Action • Buttons need to jump out at the shopper - leave them in no doubt about the next step they need to take to make a purchase. • Test different combinations to see what works best: – colour – button size – wording No absolute right and wrong. If it doesn’t stand out clearly on the page, then there is room for improvement.
  • 51. Buttons – contrast more important than colour No need to agonise over blue or green. Only question is “does it stand out?”
  • 52. Delivery & Returns • Competitive delivery charges or a no-hassle returns policy can drive sales. • Don’t wait until checkout before revealing delivery costs. This leads to high cart abandonment. • Customers choose to either – avoid the hassle of going into the checkout to find out charges, or – leave the checkout after seeing the charges.
  • 54. Good photography is critical Use zoom to show the quality and texture of your jewellery
  • 58. Countdown clock creates a sense of urgency
  • 59. What do shoppers get excited about? • 80%: Finding a great price or deal on a product I want • 60%: Getting a better price than other people • 53%: Finding a rare or hard-to-find item that I want • 47%: Discovering a great new product Source: Yahoo 2011
  • 60. Building trust improves conversion Internet shoppers are smart and cautious. Websites without credentials, support, and security can put them at risk. • 72% of shoppers who have abandoned a shopping cart would have continued the transaction if a trust mark had been on the site * • 54% of online shoppers in the UK abandoned a shopping cart because they didn’t get a sense of security and trust when it came time to provide payment information * Prominently display: - Email address - Phone number - Returns policy - Privacy policy *Comscore research - Trust icons
  • 61. Did you know? 4pm, Wednesday is peak-time for workplace shopping. • The largest shopping rush comes when employees are celebrating the “hump” of the week • 75% increase in shopping at 4pm on Wednesday. Source: Digital Strategy Consulting, Sept 2010
  • 62. Top headlines • Incorporate eCommerce and social best practices both on your site and on Facebook.com • Product reviews are now a must have Give your customers what they seek. Embrace the social web or get left behind.
  • 63. Thank you View our eCommerce platform at IJL Stand number: C119 Email Us: info@adaptiveconsultancy.com