decoding digital week 5: get customers to buy online

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Decoding Digital

Week Five: Get Customers to Buy Online

www.symphony3.com 2

How to engage with us by webinar

• Chat box

• Polls

• Twitter

– We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic

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Where to contact us - #DigitalVic

• We will be answering questions every Friday via YouTube/Twitter/Google Hangouts

• Tweet us directly @symphony3think or use #digitalvic in your tweet

• Post questions on Facebook: facebook.com/symphony3think

• [email protected]

• Connect with us on LinkedIn:

– Ryan Smith - http://au.linkedin.com/in/ryanplaylesmith

– Sohal Khatwani - http://www.linkedin.com/in/sohalkhatwani

mailto:[email protected]

http://au.linkedin.com/in/ryanplaylesmith

http://au.linkedin.com/in/ryanplaylesmith

http://www.linkedin.com/in/sohalkhatwani

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Webinar Schedule

Week One: Digital Leadership (May 7)

Week Two: Building the right digital foundations (May 14)

Week Three: Understanding your customer (May 21)

Week Four: How to generate brand awareness and position your products and

services evaluation (May 28)

Week Five: Getting your customers to buy online (June 4)

Week Six: How to support your customers online (June 11)

Week Seven: How to engage your customers and create loyal advocates (June 18)

Week Eight: Tying it all together – Developing your digital strategy(June 25)

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Today’s Session: Get Customers to Buy Online

1. Services vs. Products

2. What is online selling?

3. How to set up your website and sell worldwide?

4. Building trust with your customers

5. Increasing conversions

6. Usability trends

7. Selling with social media

8. Top takeaways

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Customer Journey

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How to our customers buy?

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Products vs. Services

Products:

Micro Goals

• View a product

• Share content/products

• Read blog

• Sign up for newsletter

• Create a membership account

Macro Goals

• Buy products!

Services:

Micro Goals

• View service pages

• Share content

• Read blog

• Sign up for newsletter

• Download files and PDFs

Macro Goals

• Make an online enquiry/booking

• Pay for services online (maybe)

• Fill out a form

• Call our office

• Send an email

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How to set up an online store?

There are a number of ecommerce software providers.

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How to set up online bookings and registrations?

There are a number of booking and event software providers.


But ecommerce doesn’t have to be hard!


Neither do online bookings!


Is it difficult?

• Most eCommerce & booking providers do the work for you.

• Organise your content:

– Get good quality images of your products

– Have a description ready for your products and events

– Shipping and return times and policies

– Privacy of payment details

– How the customer can contact you if something goes wrong

• Consumer expectations are high – Be ready to provide responsive customer service as much as possible


Getting the best out of images

• Make sure your images are high quality.

• If possible offer different angles for prospects on your website

• Name your images and add a good description to each one of them – Remember last week SEO

• More info - https://support.google.com/webmasters/answer/114016

https://support.google.com/webmasters/answer/114016




Make Your Website Human Friendly

1. People trust people – not a website.

2. Show actual customer testimonials and images of people using your services

3. Show social proof on the website.

4. Partner logos, associations, services you use are all good examples.

5. Have a good about page or video. Simple but overlooked.


Show Trust Certifications

• Make sure you site has a green padlock to show trust.

• Including images on your site showing that it is trustworthy for customers to give their credit cards.

• Most ecommerce providers take care of this.

Source: Complete Web Resources


Show Contact Information

• Clearly show contact information like email and phone

• Show times available

• Offer live chat


Optimise the shopping cart

MAKE BUY BUTTONS BIGGER

SHOW SHIPPING TIME

OFFER MULTIPLE PAYMENT OPTIONS

SHOW CLEAR CUSTOMER SUPPORT NUMBERS

MAKE THE TOTAL PRICE BIGGER TEXT

SHOW TRUST BUTTONS


Make your forms easy

• Keep forms short. Don’t ask for too much information.

• Allow customers to check out without signing up.

• Make buttons bigger and clear to understand.

• Show steps to check out


Take processes online

• Selling online does not only mean selling products. You could get people to fill out an quote form that does the calculations which saves you time and money.

• The same selling principles apply.

– Build Trust

– Clearly show contact information

– Make web forms easy

– Highlight your USP – Free shipping, free quote, etc


Take processes online (cont.)

• Selling online does not only mean selling products. You could get people to fill out an registration form that lets them book into events

• Again - the same selling principles apply.

– Build Trust

– Clearly show contact information

– Make web forms easy

BUILD TRUST

PRE-FILL FORMS

MAIN INFORMATION


What about mobile or tablets?

• Customers expect to be able to access your site via mobiles or tablets. Make sure your site works well on all devices.


Optimise the experience on mobiles and tablets!

THE SAME PRINCIPLES

OF CONVERSION

APPLY

EASY TO FIND CONTENT

BIGGER BUTTONS

CLEAR PRICING

SHOW BENEFITS


Minimise Consumer Risks

• It’s important to be clear on your policies and set your customer expectations to minimise their perceived risks

• Be clear on:

– Shipping and return times and policies

– Privacy of payment details

– How the customer can contact you if something goes wrong

• Consumer expectations are high – provide responsive customer service as much as possible


The Ark


1. Flat UI

http://blog.crazyegg.com/2014/01/24/flat-design-responsive-site/ http://thedesigninspiration.com/articles/25-best-examples-of-flat-ui-design-websites/ http://gizmodo.com/what-is-flat-design-508963228 http://builtwithbootstrap.com/tagged/featured

http://blog.crazyegg.com/2014/01/24/flat-design-responsive-site/

http://blog.crazyegg.com/2014/01/24/flat-design-responsive-site/

http://thedesigninspiration.com/articles/25-best-examples-of-flat-ui-design-websites/




http://gizmodo.com/what-is-flat-design-508963228



http://builtwithbootstrap.com/tagged/featured

http://builtwithbootstrap.com/tagged/featured


2. Mobile First

http://www.worldwildlife.org/




3. Less Text

http://www.theark.com.au/




4. Minimalist navigation

http://irishchamber.com.au/





5. More storytelling

http://www.theguardian.com/world/interactive/2013/may/26/firestorm-bushfire-dunalley-holmes-family






6. More video backgrounds

Storytelling https://econsultancy.com/blog/63861-12-wonderful-examples-of-immersive-online-storytelling

https://econsultancy.com/blog/63861-12-wonderful-examples-of-immersive-online-storytelling




7. Richer Content Experiences

Responsive design


8. More social media integration

http://www..sbs.com.au


9. Making the most of one page

http://zoomtv.indiatimes.com/


10. Hyper colour/monochromatic design

http://www.fitbit.com/au


11. Scrolling pages


12. Static Navigation

http://www.awwwards.com/


13. Bigger Images

http://beconsumed.southaustralia.com

/

http://beconsumed.southaustralia.com/




Selling with Social Media

• Social media provides opportunities to drive traffic back to your website and convert sales

• Use social media to promote products/services:

– New releases

– Sales

– Featured products

– Short term offers

– Create a story

– Deliver more detail

– Personalise the product/service


Communicating with Social Media


Facebook

• Provide more personal, detailed information about products

• Create a story


Pinterest

• Turn your products into ‘pins’

• Users can re-pin and share your images

• Link images back to your website products


Pinterest

• Fans may also create their own ‘boards’ including your products

• Many users have pinned images of their favourite customised KeepCups


Instagram


Engagement

• Forrester research from Q1 2014 has indicated Instagram is receiving very high levels of engagement compared to other social networks

• Instagram still has a simple interface and simple, digestible content

• How can you engage your audience with content on Instagram?


Deliver your services online – Google Helpouts

• Google Helpouts allow you to sell your services online and deliver them one-on-one via video conferencing

• Allows you to build sales leads, receive customer reviews and position yourself as an expert

• No limits on the geography of your clientele – select your own availability


Top 5 Takeaways

1. Allow your customers to buy online with a simple online platform

2. Develop quality content (including images and videos) about your products/services

3. Develop policy and procedure around your online commerce – reduce perceived customer risk

4. Identify which social networks will help you promote your offering

5. Communicate your offering to the world


Have your say

Tweet your questions with the hashtag: #DigitalVic

Tweet us at @Symphony3Think

Contact us at: https://www.facebook.com/Symphony3

Snapchat us at: Symphony3Think

Email us at: [email protected]

https://www.facebook.com/Symphony3



Weekly Q&A

Every Friday 12:30 – 1pm

YouTube / Google Hangout Q&A session

Send us your questions before Friday to have them answered!

Tweet your questions with the hashtag: #DigitalVic

Tweet us: @Symphony3Think

Facebook us: https://www.facebook.com/Symphony3

Snapchat us at: Symphony3Think

Email us : [email protected]




Next Week: How to support your customers online

Same time next week!

Wednesday June 11: 12:30-1:30pm

decoding digital week 5: get customers to buy online

Business

wrong consumer

make buttons

selling principles

show contact

show steps

build trust

return times

forms easy