decoding digital week 5: get customers to buy online
DESCRIPTION
In week 5 we discussed the importance of a transition to sell your goods and services online in a market of changing customer expectations. We also investigated the importance of reducing perceived customer risk, and how you can ensure your customer that you will provide a reliable and secure online purchase process. Our guests from The Ark discussed their experience moving to an online store and what they learnt throughout the journey.TRANSCRIPT
![Page 1: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/1.jpg)
www.symphony3.com 1
Decoding Digital
Week Five: Get Customers to Buy Online
![Page 2: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/2.jpg)
www.symphony3.com 2
How to engage with us by webinar
• Chat box
• Polls
– We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic
![Page 3: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/3.jpg)
www.symphony3.com 3
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
• Connect with us on LinkedIn:
– Ryan Smith - http://au.linkedin.com/in/ryanplaylesmith
– Sohal Khatwani - http://www.linkedin.com/in/sohalkhatwani
![Page 4: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/4.jpg)
www.symphony3.com 4
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)
![Page 5: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/5.jpg)
www.symphony3.com 5
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
![Page 6: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/6.jpg)
www.symphony3.com 6
Customer Journey
![Page 7: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/7.jpg)
www.symphony3.com 7
How to our customers buy?
![Page 8: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/8.jpg)
www.symphony3.com 8
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
![Page 9: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/9.jpg)
www.symphony3.com 9
How to set up an online store?
There are a number of ecommerce software providers.
![Page 10: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/10.jpg)
www.symphony3.com 10
How to set up online bookings and registrations?
There are a number of booking and event software providers.
![Page 11: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/11.jpg)
www.symphony3.com 11
But ecommerce doesn’t have to be hard!
![Page 12: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/12.jpg)
www.symphony3.com 12
Neither do online bookings!
![Page 13: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/13.jpg)
www.symphony3.com 13
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
![Page 14: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/14.jpg)
www.symphony3.com 14
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
![Page 15: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/15.jpg)
www.symphony3.com 15
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.
![Page 16: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/16.jpg)
www.symphony3.com 16
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
![Page 17: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/17.jpg)
www.symphony3.com 17
Show Contact Information
• Clearly show contact information like email and phone
• Show times available
• Offer live chat
![Page 18: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/18.jpg)
www.symphony3.com 18
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
![Page 19: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/19.jpg)
www.symphony3.com 19
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
![Page 20: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/20.jpg)
www.symphony3.com 20
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
![Page 21: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/21.jpg)
www.symphony3.com 21
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
![Page 22: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/22.jpg)
www.symphony3.com 22
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
![Page 23: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/23.jpg)
www.symphony3.com 23
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.
![Page 24: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/24.jpg)
www.symphony3.com 24
Optimise the experience on mobiles and tablets!
THE SAME PRINCIPLES
OF CONVERSION
APPLY
EASY TO FIND CONTENT
BIGGER BUTTONS
CLEAR PRICING
SHOW BENEFITS
![Page 25: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/25.jpg)
www.symphony3.com 25
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
![Page 26: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/26.jpg)
www.symphony3.com 26
The Ark
![Page 27: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/27.jpg)
www.symphony3.com 27
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
![Page 28: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/28.jpg)
www.symphony3.com 28
2. Mobile First
http://www.worldwildlife.org/
![Page 29: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/29.jpg)
www.symphony3.com 29
3. Less Text
http://www.theark.com.au/
![Page 30: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/30.jpg)
www.symphony3.com 30
4. Minimalist navigation
http://irishchamber.com.au/
![Page 31: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/31.jpg)
www.symphony3.com 31
5. More storytelling
http://www.theguardian.com/world/interactive/2013/may/26/firestorm-bushfire-dunalley-holmes-family
![Page 32: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/32.jpg)
www.symphony3.com 32
6. More video backgrounds
Storytelling https://econsultancy.com/blog/63861-12-wonderful-examples-of-immersive-online-storytelling
![Page 33: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/33.jpg)
www.symphony3.com 33
7. Richer Content Experiences
Responsive design
![Page 34: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/34.jpg)
www.symphony3.com 34
8. More social media integration
http://www..sbs.com.au
![Page 35: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/35.jpg)
www.symphony3.com 35
9. Making the most of one page
http://zoomtv.indiatimes.com/
![Page 36: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/36.jpg)
www.symphony3.com 36
10. Hyper colour/monochromatic design
http://www.fitbit.com/au
![Page 37: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/37.jpg)
www.symphony3.com 37
11. Scrolling pages
![Page 38: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/38.jpg)
www.symphony3.com 38
12. Static Navigation
http://www.awwwards.com/
![Page 39: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/39.jpg)
www.symphony3.com 39
13. Bigger Images
http://beconsumed.southaustralia.com
/
![Page 40: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/40.jpg)
www.symphony3.com 40
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
![Page 41: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/41.jpg)
www.symphony3.com 41
Communicating with Social Media
![Page 42: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/42.jpg)
www.symphony3.com 42
• Provide more personal, detailed information about products
• Create a story
![Page 43: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/43.jpg)
www.symphony3.com 43
• Turn your products into ‘pins’
• Users can re-pin and share your images
• Link images back to your website products
![Page 44: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/44.jpg)
www.symphony3.com 44
• Fans may also create their own ‘boards’ including your products
• Many users have pinned images of their favourite customised KeepCups
![Page 45: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/45.jpg)
www.symphony3.com 45
![Page 46: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/46.jpg)
www.symphony3.com 46
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?
![Page 47: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/47.jpg)
www.symphony3.com 47
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
![Page 48: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/48.jpg)
www.symphony3.com 48
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
![Page 49: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/49.jpg)
www.symphony3.com 49
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]
![Page 50: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/50.jpg)
www.symphony3.com 50
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]
![Page 51: Decoding Digital Week 5: Get Customers to Buy Online](https://reader033.vdocument.in/reader033/viewer/2022061112/54575574af7959755d8b4f70/html5/thumbnails/51.jpg)
www.symphony3.com 51
Next Week: How to support your customers online
Same time next week!
Wednesday June 11: 12:30-1:30pm