kbb ecommerce
DESCRIPTION
Presentation from KBB exhibition February 2012TRANSCRIPT
Ecommerce
Presented byDaniel Rowles
Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side
Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco,
Domestics 1 Hour
• Ecommerce in Perspective• Available Tools• Traffic Acquisition• Conversion Marketing
Handouts Questions
Show of Hands?
Sells through their website? What percentage of business?
Has bought anything online in last 3 months?
Digital Marketing in Perspective
82% of consumers research products before they leave the house
Internet sales grew from 9.5% to 12.2% in 2011
Online shoppers can be encouraged to spend up to 30% more than showroom shoppers
Over 60% of us buy online
All Stats from http://www.google.co.uk/intl/en/landing/internetstats/
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Introducing ZMOT – The Traditional Moments Of Truth
http://www.youtube.com/watch?v=g40rrWBx2ok&feature=related
A Better Experience
Better knowledge before buying Better prices Interactive experiences Better customer service Personalized experiences
Better Knowledge Before Buying
82% of online purchases sought others opinions Search engines love to push these opinions up in search results Someone like you, not just your friends
Google Price Comparison
Coupons: Profit vs Data
Interactive Experiences
Video increased conversion rate by 44%Returnometer added reassurance
Amazon has added 224,000 videos
eMarketer study also showed that customers would stop the purchase process 2 times less when videos were available
Better Customer Service
Online customer service offers increases ROI
The Kitchen Group generated an increase of 304% in R.O.I. over 3 years using real-time assistance tools
How to achieve Ecommerce Bespoke development Online system 1and1.co.uk
Ecommerce platforms Magento
What is affiliate marketing?
Affiliates act as virtual salesmen for a merchant
Instead of advertisers paying an advertising rate, they pay based on performance
Sales are tracked via tracking software using cookies
Visitor goes to Affiliate
Site
Affiliate Drives
Traffic to Merchant
Site
Merchant Makes a
Sale
Affiliate Gets Paid
AffiliateAttractsTraffic
Cookies are small pieces of code which are “dropped” onto your computer when you visit a site
EU Issues
How cookies work
The affiliate value chain with networks
Affiliate networks act as an intermediary between merchants and affiliate sites
They offer great, faster distribution for the merchant
More business opportunities for the affiliate
Affiliate relationships
Nurture Key Affiliates Set Initial Boundaries – Brand PPC Consider inbound link Telephone number issues
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Test and Improve Improved ROI – Upsell/Cross-sell New places to sell
How Can You Make the Most of it?
Conversion Marketing in Perspective
Visitors to Conversion
Total Visits
Bounced VisitsNon - Bounced Visits
Abandoned
Conversions
The path to ROI
Analytics packages Main approach to web analytics Page tagging
Common features and terminology shared by most web analytics packages
Focus today on Google Analytics
https://www.google.com/analytics
Key measurements
Source of traffic Search engine, email campaign, direct?
Volume of traffic Visitors, unique visitors, page views
Quality of traffic Returning visitors, length of stay, bounce rate
Goal conversion of traffic Sales, enquiries, advert clicks, sign-ups
Time on site Long time spent on site/ high average page views per visitor Positive? Engaging content Interested visitor
Negative? Difficult to navigate Unclear conversion path
Setting goals
The Dangers of Last Click
Typical Path to Conversion
Page Optimisation
A/B Testing Multivariate testing Intelligence reports
A/B Testing
Multivariate Testing
Rule for Magnificent Web Success• For every $10 spent on analytics data
• Spend $90 on people to tell you what it means
• Avinash Kaushik - Google
