Site conversion and basket abandonment have been on-going challenges for online retailers. In this presentation, delivered in our webinar on 14 Nov 2012, Laurence Veale and Steven Cassin (EPiServer Partner Sales Manager) outline how strategic design can ensure your website is optimised to convert every visitor into a customer.
6. Christmas 2012 eCommerce Stats
• Ebay expects to see approx 1/3 of all sales carried out on a
smartphone – UK M-Commerce worth £920m
• Online is seen as the most useful information source for holiday
shopping (80%), followed by store fliers (60%) and in-store displays
(51%)
• 3rd December to be the busiest day for UK eCommerce transactions
• November to be busiest period for consumers as they search for gift
ideas and best deals
• Research firm eMarketer forecasts online holiday sales will grow
16.8%, excluding travel purchases
14. Digital Highstreet Benchmark study
• Started in 2011, done annually
• Objective
– To access how the UK’s top retailers fare against consumer
expectations
• Methodology
– Selected 25 of the top UK retailers from Hitwise Top 50 Hot
Shops list
– Areas of assessment
– Overall website experience
– Browsing
– Buying
– After sales
15. Key Findings
• The retailers scored a disappointing average of 58%
(down from 63% in 2011)
• The top five performers scored an average of 68% (a
2% improvement on last year)
• Top performing retailers:
– Amazon 72.5%
– Marks & Spencer 70%
– House of Fraser 66%
– ASOS 65%
– Argos 65%
26. For more information
Download the full report
Benchmarking the Digital Highstreet:
Ecommerce Performance Index 2012
www.episerver.com/ecommerce2012
27. What Ill cover today.
Some good & bad examples
4 User insights
Mobile
Moving from usable to delightful
37. “
Their selection isn't good...If you go into a
Vodafone shop they have any amount of
phones on display. On their website now
there isn't a good selection.
”
38. “ I was trying to find a screen where I could
look at everything that was on offer. I found it
very difficult at this point to find a screen with
everything available on it..the size of the
”
button compared to everything that’s there.
53. Our variant started out
“winning”
test
control
Then the current design
control took over as winner
Our design variant was not
statistically better than control.
65. The idea came from their photographer who had
previously worked in the footwear department at one of
their stores. He just instinctively knew to tip over the
boots because, in the stores, he watched the customers
pick up the boots to look at the tread. Had he not
worked there, the team never would've thought to tip
the boots over.
70. PayPal mobile payment transaction volume has
dramatically increased
$25 million in „08
$141 million in „09
$750 million 2010/2011
$7.5 10 billion by 2013
82. “if you use a standard approach, you’ll get standard
results.”
Brian Kalma
83. Kano
Model
http://www.uie.com/articles/kano_model/
84. Make my life easier & better.
Understand me.
Surprise me.
Delight me.
85. Currently, 75 percent of products are shipped
through an outsourced warehouse partner, which
takes an average of 12 days to get products to
customers.
We can do it in one to four days from our own
warehouse, so we're building a new one in New
Jersey now.
86. My co-founder, Bradford, and I decided from the
beginning that we'd never make a single decision
about what goes on the website based on how
much money we'll make on a particular product.
Instead, we ask, Will it make customers smile?
Excite them? Make them tell their friends about
it?
98. Takeaways
• Get the basics right
• Follow a structured approach to
conversion optimisation
• Embrace the mobile imperative
• Think of how you can add delight
• Finally, this isn’t just redesigning the
website, it’s redesigning your business
around your customers
This is how our EPiServers products map into the user journey.Social Reach - EPiServer Social Reach enables you to use a single interface to tailor socialized and personalized content across social channels, including Twitter, Facebook & LinkedIn. Site Attention - SiteAttention for EPiServer, help marketers optimize content for better search results. Google Analytics for EPiServer - The solution allows marketers and content editors to access the right data at the right time, adding insight and context to their content creation processs
Both M&S and Debenhams sites are excellent examples of attractive, easy to navigate websites that allow customers to find and purchase what they’re looking for efficiently. Indeed, many of the top retailers that we looked at scored highly for navigation, but Marks & Spencer gave itself an edge by providing added-value content through its M&S Stories site and offering a mobile version of the main website. Meanwhile, Debenhams joined M&S in top position by scoring well for its range of customer service options and its Beauty Card loyalty scheme.
M&S and VERY came out on top, both scoring 84% against the browsing benchmark. They are great examples of how going the extra mile with user reviews, product recommendations, and video content can elevate a retail site from providing a good visitor experience, to an outstanding one.
Amazon is a great example of a painless purchase process, scoring top marks for speedy checkout (including a ‘1-Click ordering’ option), free shipping, support for multiple payment options, and a clearly displayed returns policy
Topshop and Boots scored a healthy 85% by providing online order tracking, email notifications, SMS alerts and delivering orders in good time.
Notice how Amazon, the top scorer, has scored an even spread of points in each of the four key areas. This shows that the company has carefully considered the entire shopping journey and implemented best practice at every stage.