11. About me - Justus
Started building websites in 1997
Founded Wire Multimedia in 1999
Studied marketing & IT management
Founded Amblique in 2006
Sold 40% of Amblique to STW in 2012
Strategy Director – 100% focused on eCommerce
12.
13. About you
Who are you?
Have you worked on any eCommerce projects?
What are you hoping to get out of today?
23. What does Online mean for
Multi-Channel Retailers?
Does your brand proposition change
online?
1.Who are you?
2.What do you do?
3.Where do you do it?
4.What makes you different?
5.How can I engage with your brand?
Source: eConsultancy
31. The Market - SUMMARY
1. eCommerce is big & growing fast
2. eCommerce is for almost everyone & everything
3. Pure Play models are dominating
4. Overseas retailers are growing faster
5. Either be niche or huge – there is nothing in between!
35. Not all products are suitable…
• Do you own or have access to sufficient product data
and supporting meta data?
• Are there any geographical restrictions on where you
can sell your products?
• How well does your product travel in the post?
• Is the cost of shipping your product prohibitive?
• Do your products demand a high level of sales assistance
in-store? How will you replicate that experience online?
Source: Source: Econsultancy Blog – 27 Things I need to see on an e-commerce homepage
36. Sourcing / Stock Models
Traditional JIT Drop Ship M2O Hybrid
Quick turnaround No stock risk No stock risk No stock risk Great for testing
and refining
Profit Potential Offer bigger range Offer bigger range Offer bigger range to drive range
and profit
Cost exposure At mercy of At mercy of Customer may
supplier supply not be prepared
Logistics to wait
Slower delivery Beware of
capabilities Requires tight QA
/ process
37. Basic Sales Equation
Conversion Average Order
Visits
rate (AOV)
100 visits @ 2% conversion = 2 order x $150 average order
$300 sales
38. Use this to estimate traffic
requirements
Revenue Average Order Conversion
Target (AOV) rate
$300 / $150 average order / 2% conversion rate
100 visits required
39. Channel A Channel B Channel C
50,000 30,000 15,000
Social
375,000 @ 2% x $125
Offline $937,500 p/month
10,000
250,000
100,000 x 4 @ 25% @ 20%
Email
40. Important modeling considerations
• AOV is likely to be different online than in-store
• Conversion will differ by channel
(return visitor 67% more likely to convert)
• Conversion / AOV will be affected by seasonality
• Email list will grow (typically 0.5% visits /month subscribe)
50. Paid Search
Campaign Considerations
• Are you building a brand or aiming for sales ROI?
• Always advertise your own brand
• Stocked brands and specific items work best
• Consider stock on hand for large catalogues
• Continually optimize campaigns by key metrics & geography
62. Interesting Mobile Stats
* Mobile Email Opens Report, Knotice April 2012 based on US data
** The Benefits of SMS Marketing, Power Retail April 2012
+ Google Analytics for various clients, March 2012
65. Email Marketing
Key Metrics
Source: Econsultancy Email Marketing Best Practice Guide
66. Email Marketing
Transactional vs. Marketing Emails
TRANSACTIONAL
MARKETING
Average open rate – 47%
Average open rate – 31%
Average click-through rate – 20%
Recipients receive 87 of these each year Average click-through rate – 6%
Your customers will find this type of Recipients receive 3,694 of these
email twice as interesting each year
Source: Silverpop Transactional Email Best Practice Webinar
77. Ecommerce Homepage Essentials
49.7% of customers land on home page of e-commerce sites (DoubleClick)
• Latest offers - It makes sense to promote offers or sales on the homepage.
• Search box- Help customers to find what they want quickly • Promotional area - it makes sense to promote your products, give
• Logo customers some ideas and link to them.
• Tagline- Can help to quickly define your brand for visitors. • Images – For aesthetic appeal, but also help to convey what the site does
• Store finder- Customers often come to the site to locate branches. to the new visitor.
• Telephone number - A great way to reassure customers, as well as a useful • Email sign up - Email marketing works, so give customers the option of
shortcut. signing up.
• Contact details - Customers should be able to easily find contact details on the • Delivery information – can be prominent if you have a delivery offer to
homepage - at least in the footer. promote (footer)
• Address - The company's registered address is a good way to reassure new • About us - Useful for customers and journalists (footer)
visitors (footer). • Link to press office/corporate site - Makes it easy for journalists to find
• Account /sign in - Returning customers, or check/track an order. out more about the company or financial reports.
• Top navigation bar - Obvious, but expected. • T+Cs - May not be read by many, but needs to be there for those that need
• Shopping basket /checkout - Expected at the top right of the page, so it it.
makes sense to place it there. • Status updates - Various events may affect prices or delivery, such as
Australia Post strikes, or bad weather etc.
Source: Source: Econsultancy Blog – 27 Things I need to see on an e-commerce homepage
81. Search & Navigation
Provide relevant
refinements
Highlight special features for items
on product listing
Autocomplete with search
suggestions
Simple paging, sort options ideally at
top and bottom of page
82. Product Page Requirements
Essentials Enhanced Experience
•Product title •Product reviews
•Images •Tools for rating reviews
•Add to cart button •Sorting options for reviews
•Price •Bookmarks / sharing / tweet this / send to a friend
•Availability •Add to wish list (item / seller)
•Payment methods •Product recommendations
•Shipping (delivered to / carrier options / fees / offers) •Video
•360 degree views of products
•Returns policy •Tools to zoom in on products
•Product description
•Product detail •Colour chart
(materials used / dimensions / weight / cleaning / washing) •Trust-marks (security signs, testimonials)
•Sizing / size guide •Live chat (or a prominent contact number)
•Colour options •Number of items produced (if limited run)
•Product tags / categories •Product code/ISBN/Barcode
•Stats (views / fans / item follows / sales)
Source: Source: Econsultancy
83. Product Content
Reinforce value
prop Create
sense of
urgency
Clear
pricing +
buy CTA
Postage
Images in estimator.
all colours Pre-empt
and angles questions.
+ product
video.
Returns & delivery
info
All extended
product data
required to make
purchase decision.
84. Simple and clean carts work best
Shipping offer
reinforced Light box pop-up
access to policies
without having to
leave the page
Ability to
Ability to change
apply
shipping options
promo code
Contrasted
button for main Confirm
CTA payment
methods
85. Technology / Platforms
Platform / tools decision should be driven by clearly defined business requirements – nothing
else!
Custom Build / Proprietary
Bespoke solution can be very $$ to build & maintain but provides ultimate flexibility.
Basic SaaS Open Source Enterprise Enterprise
SaaS packages
Requirements, scalability and cost
87. Considerations
1. Do your research!!
2. Test if possible – eBay is your friend
3. Focus on MVP - Launch first & polish later
4. Fail quickly, fail often
5. Use bulk of funds for stock & marketing
88. Project Briefing
1. Clearly define goals
2. Describe audience, USP
3. Document all key use cases
4. Prepare site map & content in advance
5. Document all key processes
89. Getting started quickly – cross hurdles
Platform / Design / Customer
Customers Payments Logistics
Technology Development Service
Use SaaS Crowd Google PayPal 3PL Extensive
Source AdWords FAQs
Use Affiliates Live Chat
Templates
Facebook
Offshore
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.
Purpose. Explore the origins and unique characteristics of digital marketing and media. Myself, Tim, Dave - we are not presenting ourselves necessarily as experts who hold all the answers, but more facilitators of today ’ s journey. There ’ ll be some practical content delivered later in the day, but much more to come in the modules. Today is not about us telling you a lot of ‘ truths ’ , it ’ s about doing some discovery . While obviously we all might feel differently the impact digital is having on our industry, and indeed there are many areas (perhaps the area that you are currently working in) where we ’ re yet to feel the full effects of any kind of digital revolution. At a senior level, we talk about the fact that in many companies, it would be crazy to hire non-digital . Therefore, regardless of how we might feel or what preconceptions we may have around digital, today is an important opportunity to grow our awareness . Today is about challenging conventional thinking, debate, discussion, participating in some interactive experiences, and hopefully walking away with a further progressed sense of the new digital world that we live in, and how to master it. All in this together. All responsible for our own learning. You will learn as much from each other as from us. A full day out to talk about digital. No silver bullet. No wrong answers. We need full attention. Ask questions as any time.
Purpose. Explore the origins and unique characteristics of digital marketing and media. Myself, Tim, Dave - we are not presenting ourselves necessarily as experts who hold all the answers, but more facilitators of today ’ s journey. There ’ ll be some practical content delivered later in the day, but much more to come in the modules. Today is not about us telling you a lot of ‘ truths ’ , it ’ s about doing some discovery . While obviously we all might feel differently the impact digital is having on our industry, and indeed there are many areas (perhaps the area that you are currently working in) where we ’ re yet to feel the full effects of any kind of digital revolution. At a senior level, we talk about the fact that in many companies, it would be crazy to hire non-digital . Therefore, regardless of how we might feel or what preconceptions we may have around digital, today is an important opportunity to grow our awareness . Today is about challenging conventional thinking, debate, discussion, participating in some interactive experiences, and hopefully walking away with a further progressed sense of the new digital world that we live in, and how to master it. All in this together. All responsible for our own learning. You will learn as much from each other as from us. A full day out to talk about digital. No silver bullet. No wrong answers. We need full attention. Ask questions as any time.
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.
• Relatively low cost of fulfilment • Direct response medium encourages immediate action • Relationship development, brand engagement and audience participation • Fast campaign deployment • Marketing automation through triggered individual emails • Tracking and follow-up at an individual level • Behavioural targeting of emails broadcast after subscriber website activity. • Ease of personalisation • Measurability and accountability • Options for testing
• Relatively low cost of fulfilment • Direct response medium encourages immediate action • Relationship development, brand engagement and audience participation • Fast campaign deployment • Marketing automation through triggered individual emails • Tracking and follow-up at an individual level • Behavioural targeting of emails broadcast after subscriber website activity. • Ease of personalisation • Measurability and accountability • Options for testing
Segment browser/buyer inc. multi-channel Integration with Live Chat Understand key price points Analyse key products / steps - weekly/monthly 120 day cart persistence
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.
Take your pen in your non-dominant hand. Try and write your name, and then your signature. How did it feel? (Difficult) What did you instinctively want to do? (Change back to your dominant hand). That ’ s exactly right, and that ’ s sort of how today is going to feel. For many of us in the room, we ’ re going to be covering new territory , experiencing approaches that we may not have been exposed to before and probably have some of our own, pre-existing values and ways of doing things challenged . It ’ s important to know that because of this, there probably will be times today where we will feel uncomfortable and you will want to revert back to your tried and true ways of thinking, but I strongly encourage you to - as you did just now - persists, push through the discomfort and see how we can take that feeling and use it to grow our experience with digital.