50 ways to increase your online sales

roger@screenpages.com

50 ways to increase your online sales

300+ e-commerce websites since 1997

Substantial e-commerce website experience (ca. 100 yrs)

Magento specialists since 2009

Award winners & award-winning clients

New builds, migrations & upgrades

Screen Pages key facts

Agenda

Getting new customers

Engaging customers

Persuading them to buy

Making it simple to purchase

Getting them to come back

No silver bullets…

First…measure

Analytics

Surveys

Usability studies

Google Analytics

Build a custom dashboard

Whatusersdo & attentionwizard

50 ££s of dynamite

Order confirmation page

Three questions

One text box

Surveymonkey £26 p.m.

Surveys

Getting new customers

SEO

PPC

Direct

Referrals

Affiliates

Refer a friend

Catalogues/lists

Offline (eg PR)

Getting new customers

Source Traffic Conversion £ per visit

Brand related searches 14.5% 6.3% £4.45

Generic search 14.1% 1.5% £0.55

Paid search 19.9% 3.4% £2.74

Email marketing 20.6% 4.9% £2.73

Referrals 10.5% 2.4% -

Average 3.9% £2.64

Funny thing, conversion rate

SEO tips

Page titles

Meta data

Keywords in copy (& other places)

Sitemap

It’s all about links

Google: “SEO in Magento”

Get in Google

1.

2.

Content

Category page copy (hardest pages)

On domain blog (Wordpress, please)

Content pages optimised for target keywords

How to…

Buying guides

FAQs

Ideas/inspiration etc

Linked to around the site with “anchor text”

Produce great content & video

Social Media

Facebook Like & Tweet (or Share This)

Distribute your content

Make videos, host on Youtube & embed

Get a channel

But:

Ca. 1% of traffic & 0.1% conversion

Exception: “causes”

How to measure SEO

Organic search

Filter: exclude <your brand name>

Generic traffic is ca. 25%

Note: apportion “not provided” pro-rata

• Case study

• Holy Grail at the end of the ‘long tail’?

• 3,729 search terms = 55% of sales

• Looking good!

SEO – holy grail?

SEO – the truth

5x increase in generic traffic in 6 months

Increase from 5% to 10% of total traffic

But 6% of total sales = lower ROI

No. 5 “swiss watches” = 400 visits per month & no sales

First page for “watches” (negative ROI)

PR

Catalogues

Offline marketing

27%

21%Opportunity?

2.9%

0.9%

4.5%

Speed matters

% landings bounce%

Home page 39% 17%

Category page 22% 31%

Product page 19% 56%

i.e. not on the home page. Opportunity.

Where do visitors land?

37%

37%

Engaging customers

New/latest/sale

Promotions (regular & varied)

Content (lots of it) & photography (lifestyle)

Landing pages (category & product pages)

Navigation

Get the categorisation right

Dropdowns (esp. multi-layered)

Filters (price, colour etc – but caveat)

Put your products in the “right” order

Special case: category pages

25-50% of all entrances

40-50% of all page views

Three roles:

Landing pages

Routing pages

Conversion pages (with add to basket)

Make it work

Remember:

68% of people don’t arrive on the home page.

Nearly 4 in 10 of these leave.

Product pages

Copy

Photography

Call(s) to action / how to transact / service

What if it’s not quite the right product?

What goes with this?

Write great copy

Buy this

Persuading them to buy

What makes a good proposition?

But first: meet your competitors

Desirable products

Well presented

Attractively priced

Securely paid for

Nicely delivered

Communicated on every page

What makes a good proposition?

Persuading folk to buy

THE SERVICE

Delivery

Returns

Packaging

Call-centre

Customer service

Source:: E-consultancy

Work on delivery options

Standard delivery (free?)

Next day premium

Nominated delivery

….and communicate them

Reviews & ratings (social endorsement)

Onsite or offsite

Make it simple to purchase

Basket

Security

Big buttons (especially for mobile)

Show your beautiful packaging

Make it simple to purchase

Integrated payments (+ alternate methods)

No distractions (different header?)

Language & tone

Registration or not?

Example: “pay securely now” vs. “submit”

How does it convert?Quiz time:

which of these checkouts

convert best?

Basket and checkout funnel

Abandonned basket chaser

Getting them back

Conversion data

Surveys/Analytics

Trigger emails

Email marketing (once a week now, twice for VIPs)

Loyalty schemes

Catalogues

Recent survey26% had 20% of traffic from emails.

20% had email traffic converting at 8%+

Build your email database

Those that do it well, benefit extremely well

It can performs at 4-7 times regular traffic

Emails are increasingly opened on mobiles

Guidance:

1. Design your transactional emails

2. Manage & update their content

3. Tag them for Google Analytics

Read this article:

http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database

Email marketing (best converting traffic)

Loyalty schemes

In summary

Five fundamentals

1. Agree & quantify business goal

2. Breakdown into key activities

3. Identify metrics for each activity set

4. Define activities to achieve the metrics

5. Measure results

“A goal without a plan is just a wish”

Planning taps you can turn

New

customers

Existing

customersVisits/traffic sources % increase % increase

Orders/conversions % increase % increase

Average order values % increase % increase

Ling’s Cars £35m

“…On a website, you are competing with

You Tube, porn sites and Facebook. You are

not trying to out-bore your local council

website. So, open the energy taps, eat

sugar and get on with something exciting.

Split testing/focus groups etc, is just a fast

road to the lowest common denominator,

just as you see in politics; boring.”

Things change

22. Keep it simple

“The best website is one that the

customer doesn’t notice”

Bonus tip: pick the right platform & agency

roger@screenpages.com

@screenpages

01932 333 592

Questions?