This document contains the agenda and summaries from various presentations at an Ecommerce UK event. The agenda includes presentations on ecommerce tips from representatives of companies like Practicology, La Perla, TrafficDefender, Sage Pay, Lyle & Scott, and Demandware. The summaries provide overviews of the presenters' discussions of topics like website usability, increasing online sales during peak periods, mobile optimization, and payment options.
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Ecommerce Top Tips slides from the Oct 9th 2014 Ecommerce UK event
1. Ecommerce UK
Ecommerce Top Tips
Jeremy Wilson – COO Practicology
Hashtag: #EcomTopTips
WiFi network: ICAEW Guest Wifi code: Author1ty
2. Thank You
The attendees, without you, we have no one
to share insight with
Presenters for sharing insight
Tonight’s sponsors without whom this event
wouldn’t take place: Demandware, Sage Pay
and TrafficDefender
Practicology team here tonight: Martin,
Joanna, Mark, Lee, Raimundo, Sarah, Nicola,
Lara, Beata, Craig, Andy, Stephanie and
Laura
3. Thank You
Thanks to Joanna for moderating
Cathy Crawley, my co-host
Jonathan Hall and Cranberry Panda for
filming
Antony Alexandrou for
photography www.3aphotography.com
4. Agenda
Introduction: Jeremy Wilson, COO, Practicology
Presentations:
• Joanna Perry, Head of Marketing, Practicology
• Simon Hall Global Head of Ecommerce, La Perla,
• Steve Vorley, Product Manager for TrafficDefender, Intechnica
• Donna Dobson, Senior Manager, Sage Pay
• Will Dymott, Head of Ecommerce, Lyle & Scott
• Jamie Merrick, Head of Innovations, Demandware
• Martin Francis, Director of Online Trading, House of Fraser
Q&A
The bar
7. Methodology
The desktop experience is still crucial
Each site was evaluated in September 2014
We looked at site performance, the end-to-end
customer journey as well as how
customer-centric the fulfilment proposition is
We focused on the UK websites of each
retailer and assumed we were a consumer in
the UK
33. Christmas Peak Trade – an anonymised example
£233,412,000
generated through online sales in the 5 weeks leading up to 28th December 2013
1 second slower for an hour = £8,891 lost
1 hour of downtime = £44,594 lost
*Based on average UK online basket size of £49, 15 trading hours per day, average
abandonment decay of 2% between 3 and 4 second load time
34. Multichannel fashion retailer, part of N Brown
Group
The challenge
Marketing wanted to increase public awareness of
JD Williams brand
Invested in prime time TV advertising slots
starring Lorraine Kelly
2 months to prepare for 40-50 times spike in
traffic to the website an maximise the opportunity
36. The result
When traffic level was below the
defined threshold, traffic passed
through to the website as normal
After X Factor advert, traffic spiked to
42x baseline within a minute
Main site stayed fast and stable for
existing visitors – 670 new visitors
queued for up to 1 minute 30 seconds
before passing through to main site
once capacity freed up
Once on the site, visitors stayed for
longer than before
Site stayed up, revenue streams
stayed open
37. How do we get it (before Christmas)?
Three easy steps
1. We’ll work with you to understand your needs:
i. How much concurrent traffic your website can handle
ii. How many visitors you’re likely to queue up at any
given time
iii. The right TrafficDefender license to fit your business
2. You point your DNS at TrafficDefender
3. Up and running within minutes
46. A Variety of Payments
Are you ready for Christmas? 09 October 2014 46
47. UK Consumer Choice
40% think its important to have a choice of shopping channels
40%
use 3+ channels to
make a purchase
29%
of smartphone
owners have made
a purchase using
their mobile 69%
of tablet owners
make a purchase
once every month
Are you ready for Christmas? 09 October 2014 47
51. Future of Payments
Top consumer payment predictions for 2025
Are you ready for Christmas? 09 October 2014 51
52. Are you ready?
Summary
• Christmas online spending predicted to increase
• Measure where your dropouts are occurring
• Remove friction
• Consider mobile optimisation & apps
• Watch out for Fraud
• Lots more tips available in our
Seasonal Guide
Are you ready for Christmas? 09 October 2014 52
67. Communication
•Don’t keep your plans to yourself
• Warehouse
• Call centre
• Merchandising
• Technical platform support
• Key dates and estimates of demand
69. Black Friday
• November 28th – December 1st
• It’s contagious with more and more
UK retailers taking part
• Too big to ignore.
• Last year 1,500 retailers on the
AWIN network saw their sales lift by
over 1/3 on the previous year.
• Don’t forget last year Natwest / RBS
systems crashed, which suppressed
demand.
71. Reactivate Gift Buyers
• Look for customers who buy
only at Christmas time
• Especially those with different
shipping addresses
• Send personalised emails
• and recruit new ones
• targeted ads
• landing pages
• etc...
73. Tech lock down
• Do not make any technical
changes to your systems at peak
unless it’s an actual emergency.
• Re-populating sale categories
on Christmas day doesn’t go
down well!
79. Click & Collect
• John Lewis predicting click
& collect will overtake home
delivery this Christmas.
• If you don’t have your own
or a limited store estate use
a 3rd party
• Customers want
convenience and
reassurance.
81. Sale – don’t miss the boat
• Sales are starting earlier and
earlier.
• Do not loose out on wallet
share.
• If it’s going to be in the sale
anyway why not reduce early?
83. Don’t b***s it up
• Do you want to be remembered
as the brand that ruined
Christmas?
• Keep your eye on the ball
• Monitor the warehouse to
ensure orders are being
dispatched on time.
• Keep nimble & flexible
• Under promise and over deliver
85. Have a lovely Christmas
Thanks for listening
@willdymott
/willdymott
86. Ecommerce UK
Q&A
Thank you for attending – please join the
Ecommerce UK group on LinkedIn if you are not
already a member
www.practicology.com/website-usability-report-2014
Notes de l'éditeur
Follow us on Twitter at @ecommerceli and use the hashtag #EcomTopTips if you tweet tonight. Please don’t feel the need to turn off your phones, but do put them on silent. Help yourself to the food and drink out on the tables.
Mention that Will will be joining Practicology in November
Our new desktop site usability report launches tomorrow and I’m going to give you a brief overview of the findings, focusing on some of the issues that you could still change in time for Christmas, and also some things to consider for your development roadmap for 2014.
This report is available for download from our website tonight, or if anyone wants to hand me their card afterwards I’ll email you a copy tomorrow.
Site search, site merchandising, product information, delivery information and options, social commerce, the basket and checkout process
We published a separate report on Mobile Site Usability in April this year, and if you are interested in this see me afterwards and I will arrange to send you a copy
You’ll need to download the report to look at the full 25 – but here is the top 5.
We used a scoring sheet with a maximum of 70.5 points this year, and House of Fraser scored the highest at 57.
Our bottom scoring site was Sainsbury’s Non-food with 37.5 points.
In general UK retailers are pretty strong on using their homepage to demonstrate their expertise in the products they sell, provide calls to action and some also merchandise specific products or offers.
ASOS is now taking this one step further with stylist live chat available in the afternoons and early evenings.
Each stylist has a profile on the site as well as links to their social media feeds and it looked pretty popular when we visited the site on a weekend afternoon.
I love this. We are seeing more brands using clickable / shoppable video – and here is one example from House of Fraser’s homepage last month.
The takeaway is that inspiration is moving on from editorial style content and becoming more interactive
If there is one takeaway on findability from this research and our mobile report from earlier this year it is that your search really needs to serve customers.
If you are using the same search technology for desktop and mobile visitors this is definitely the case as search becomes a more important tool on mobile.
Here we have Asda Direct’s site showing how many results for each term to stop customers going down blind alleys
Boohoo’s site showing why type-ahead search is important if your search terms are complicated – maxidress, croptop, jumpsuit etc – and B&Qs site which provides type-ahead results and merchandises products with pictures.
This looks like a pretty boring slide, right? I haven’t come across a product description this poor for a long time, but this is from Sports Direct’s site in September.
As the report says, even if you don’t care about your customers enough to provide product descriptions, do it for the SEO benefit!
If anyone is on Google tonight searching for a 453105 they are in luck, Sports Direct is selling them, probably for a good price too.
The top natural result in Google too. Look at all the free publicity gained by this excellent product description!
The report reminds retailers that you cannot just set up intelligent merchandising systems and then leave them.
If you want them to deliver then you need to be looking at the results regularly. Here’s a Boots product page – I was looking at a nail varnish set.
Now I can’t imagine that there are many Boots’ customers who looked at this product and then went on to buy a caddy for their walking frame.
You can’t blame the system, it’s just using the data it has got to work with, so you need to use common sense too…
And this looks like common sense from Amazon. Not only does it merchandise relevant product but lets customers add the bundle to their basket without needing to move between different product pages.
Amazon was one of our biggest risers in the ranking compared to last year, and it’s attention to detail like this that meant it scored highly.
Many retailers have added social sharing buttons to their product pages. This allows your customers create free advertising for you.
If they are signed in to their social accounts on the computer already it is pretty seamless.
Here’s an example from New Look. It’s pretty good, but you can see it pulls in the product description and some of that info isn’t the type of copy you would put in an advert – so you should check what the social posts pull in and make sure that your metadescriptions and product descriptions are really selling the product.
That’s one you’ve got time to do for Christmas if you haven’t already.
Some more on social. Very is incorporating what we call social proof into its product listings.
Now there are no reviews for this product, but this provides extra evidence to customers that this is in demand and creates a sense of urgency for a browser who may not have been ready to make a purchase decision yet.
Here’s another nice example from New Look in the bag. Now it doesn’t allow you to select your delivery option in the bag and have the delivery cost added – but it does point out how much more you’d need to spend to get free delivery.
It also highlights its Live Chat service here. We found other sites where Live Chat popped up when it thought you wanted help, but otherwise you might not realise that the service was there to use.
This gives the customer the option of whether they want to use it at a point where they may otherwise abandon their purchase
Currys guest checkout makes it really easy for first-time customers and I like that you can sign up for marketing emails without registering too.
Six sites offered guest checkout this year. It’s good to offer if you use the same checkout for mobile as inputting details on a mobile is infinity harder.
It turns the checkout process on its head a little, getting the customer through the checkout before worrying about sign-up and creating passwords etc.
Tom – Introduction, Background on roles , Intechnica and Guest Speaker – High level agenda
Backgorund /Need
Product/ How it Works
Case Study
Large Multi Channel retailer (actual Figures) – amazing success but high risk and big impact on the whole business
Non intrusive , supper quick install NO CODE CHANGES , NO Infrastructure Changes Just point your DNS at traffic defender
Tom – Introduction, Background on roles , Intechnica and Guest Speaker – High level agenda
Backgorund /Need
Product/ How it Works
Case Study
Commentary around Sage Pay
How many have a bricks & morter store?
If you saw people putting down their shopping baskets and leaving the store, would you ignore this? Or would you do something about it?
Problem is, are you monitoring drop-outs on your e-commerce store?
So our first tip is to measure, measure and measure again what is happening on your own webstore
Where are you losing potential customers?
From our own research, we identified some of the most likely places for shoppers to drop out of the buying cycle.
So how can you mitigate these – info from the PLR
How many have a bricks & morter store?
If you saw people putting down their shopping baskets and leaving the store, would you ignore this? Or would you do something about it?
Problem is, are you monitoring drop-outs on your e-commerce store?
Helping businesses that use Drupal & Sage Pay to run their entire retail operation through one back office = omni-channel
Research from the Payments Landscape Report shows that customers are already omni-channel & so now our solutions need to be.
Channel = smartphone, tablet, laptop, computer, over the phone, by post etc
What will the payment landscape look like in a decade? Taking note of consumer preferences (as in this slide) and closely monitoring emerging technologies (e.g. Apple Pay) will give businesses the best possible chance of future proofing their brand.
About Apple Pay from Chris Wade: “It isn’t necessarily going to change Sage Pay’s world overnight but it does point to a continuing change in the way we will pay for things in future“
This period represents 45% of my revenue for the year.