easons customer journey dublin
DESCRIPTION
Creating the Ultimate Customer Journey RoadshowTRANSCRIPT
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Optimising the customer journey
Yvonne PhillipsSenior eCommerce Product
Manager, Easons
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Easons.com
• First ecommerce website launched in 2010, and since then has grown into
Ireland's largest online book and eBook store.
• Almost 2 million products across books, eBooks, stationery, magazines, toys
and games
• Easons.com won the Retail Excellence Ireland award for National Website of
the Year 2012
• Shortlisted for 2014 ECMOD Direct Commerce Awards UK for “Best Website”
2011
2012
2013
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3Nov 2014
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4The Journey so Far…..
Strong
foundation =
basics right
Product
Range
opportunities
OmniChannel
approach
USPs
Free delivery
We’re Irish
Range
loyalty
SearchOptimising
checkout
flow
Optimising
fulfilment &
customer
service
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Easons.com – Platform & Partners
• Aspdotnetstorefront (ecommerce platform)
• MS Dynamics AX (ERP system)
• Eason Loyalty Program
• Sagepay (Payment provider)
• SLI Systems (Search)
• Google Analytics
• Optimizely (A/B testing tool)
• App Dynamics (application monitoring tool)
• Kobo (eBook provider)
• BDS (Bibliographic Data)
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Growth in order volumes online
• Conversion rate has tripled in 3 years• Sales have also tripled
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Optimising the customer journey -SEARCH
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Our Approach to date
• Become more scientific in our
approach using data to guide and
define what we do
• Expand our product range beyond
books in line with retail stores –
OmniChannel. Matching promotions in
store with those online.
• Improve search accuracy and
performance
• Use content and design to give
personality and increase engagement
GA and Optimizely
Stationery, toys, magazines, trends
SLI
Blog, staff reviews, video, social media
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Importance of search
Importance of search in the eason
customer journey
• 45% of visitors use on-site-search.
Increased 10% YOY (October 2014 v
2013)
• 73% of total site revenue generated
from searches
• Searchers convert 2x higher than
general browsers – they are looking for
something specific
“I think your new search is intuitive, clear and is right up there with the likes of Amazon and is waaaaaaaay better than Book Depository….”
“This is brilliant it is such an ease to find my favourite books…”
“I was looking for the Marie Flemings book and it provided me with all of the info I
needed quickly…”
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Position of the Search Box
• With over 45% of users searching, vital that our search box
stands out and is prominent on every page
• The more people searching the higher our conversion rate
• Results accuracy is high (we can track CTR on search
pages)
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Rich Auto Complete
• Allows our users to find what
they are looking for even
faster
• Converts 2x higher than the
search average at 6.24%
• Generating 25% of the total
site revenue
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What are your customers looking for?
• 100’s of searches for products we didn’t actually sell online –
stationery, toys and games, magazines
• We have worked for past few months to extend the range
matching what people actually want from easons.com
• Non book product excluding ebooks now accounts for 10% of
all sales
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Relevance & Ranking
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Take Control of Results
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Customising SR pages and Landing Pages
• Customise pages with content and images to increase relevancy and to promote products/authors
• Increases SEO value also on our NAV pages• Also can build custom landing pages using the same tool
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Optimising the customer journey –CHECKOUT
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Optimising the checkout
So what have we done to optimise this part of the customer journey?
• 3 mandatory steps, one optional step (evoucher/loyalty)• Indicator to customer to show how many steps there are
• Display your security cert in clear and prominent position
• Always display the basket summary on each page so user feels comfortable all the way through the checkout
• Don’t ask for information you can do without. Offer customer option to use same address for billing and delivery so they only have to enter it once.
• Option to create an account and save their addresses for quick checkouts in the future
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Optimising the customer journey –CUSTOMER ENGAGEMENT
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Site Speed & Performance
Reduce page load times• Caching of images and content• Optimising CSS and reducing use of JS• Optimising database calls• Removed number of DNS calls on key pages (FB and Twitter feeds)• Clean up of our redirect file• Use App Dynamics to monitor performance and issues
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Increase customer engagement
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Focus for 2015 & Beyond
Search Strategy:Multi device experienceA/B testsFurther development SEO
Multi Device Strategy:Responsive Easons.com to maximise user experience on mobile devices
Content Strategy:Grow customer reviewsUnique product descriptionsExpand editorial contentRecommendations & Personalisation
Omni channel Strategy:Click & CollectQR codes in store to read reviews/check stock online
A/B Testing & Multivariate testing
roadmap
Further optimisation of the customer journey on easons.com
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ThankYou