E-COMMERCE

Customer Retention Strategies

Jonathan MurrayLing Liu

Micro-target customers with calls to action

GUIDELINE 1

OFFER THE

UNIQUE

Special Deal Highlighted

Option to bargain the price with seller

Secure Payment option

Directly Contact with seller

GUIDELINE 1

OFFER THE

UNIQUE

GUIDELINE 2 LOOK AND FEEL GOOD

Amazon

Comfortable ColourProduct Reviews

Help Themselves

360o Customer View

GUIDELINE 2 LOOK AND FEEL GOOD

Competitor : webtogs

Large icons

Clear layout

User direct contact with product

GUIDELINE 2 LOOK AND FEEL GOOD

Micro-target customers with calls to action

GUIDELINE 3 FAST AND

EASY TO USE

Great to use

GUIDELINE 3 FAST AND

EASY TO USE

Cross-sell encouraging customer spending

GUIDELINE 3 FAST AND

EASY TO USE

Micro-target customers with calls to action

GUIDELINE 3 FAST AND

EASY TO USE

GUIDELINE 4

VISITORS STAY AND

RETURN

Personalised recommendations

Improve quality of recommendations

GUIDELINE 4

VISITORS STAY AND

RETURN

Customer Review

Customer Reputation advantages

GUIDELINE 4

VISITORS STAY AND

RETURN

Customer Satisfaction = Customer Retention

Customer Retention = Repeat Business/€€€

GUIDELINE 4

VISITORS STAY AND

RETURN

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Pull not Push!

Full scope with whom we can advertise

AdventureSports.com

BlogsClients’

Sites

FacebookTwitter

Adwords

NewsletterCustomer lists

Affiliate Sites

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

RULE NO 5 : ADVERTISE

YOUR PRESENCE Google Advertising Option 1 -

Search Content Display

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

RULE NO 5 : ADVERTISE

YOUR PRESENCE Google Advertising Option 2 -

Display Network

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Hiking shows this campaign is more successful

However Running and Camping have higher ROI

Campaign should probably focus on these areas

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Three Campaigns focused on Customer retention

1. Ezine Subscription

2. Sale of Running Equipment

3. Sale of Camping equipment

Link your Site layout to Advertising Campaign

Micro-target customers with calls to action

Call to action generate leads and conversions

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Pull not Push!

Social Media – Broadening your Customer Base

Each activity area can be granted one each

Measure the Value of a Facebook Fan?eConsultancy

Your Blog sites should be using Google Adsense

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Market Me Tweet

Several Accounts geared towards your Customer interest type

Brand tweets as AdventureSports.com

Each Tweet lead to specific page

Use social media to spread these call to action

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Tweets can now appear on sponsored links – announced by hubspot 3rd Nov 2010

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

Example : Firebox.com

Pays customer €50 for a winning photo/video

Appears on twitter and facebook

GUIDELINE 5

ADVERTISE YOUR PRESEN

CE

GUIDELINE 6

LEARN FROM YOUR SITE

eCommerce Tracking

Option 1: Google Analytics

Option 2 : Website optimiser in Adwords

GUIDELINE 6

LEARN FROM YOUR SITE

Google Analytics

eCommerce Tracking

GUIDELINE 6

LEARN FROM YOUR SITE

Creation of m.AdventureSports.com

Separate tracking process

Smart phone customers purchasing running equipment perfect group map my run or health

monitor

GUIDELINE 6

LEARN FROM YOUR SITE

Product used with iPhone

GUIDELINE 6

LEARN FROM YOUR SITE

http://www.outdooradventurestore.ie/

Excellent design – great link in to one of their customers

http://www.53degreesnorth.ie/

Good use of Customer base – ezine – loyalty card

http://www.gooutdoorireland.com/

Cost of a Cheap design – loss of customers

Also your Competitors’ sites!

GUIDELINE 6

LEARN FROM YOUR SITE

A must have as your competition is using it!

GUIDELINE 6

LEARN FROM YOUR SITE

http://www.asics.co.uk/

Good online shop – running information

http://www.runtheline.com/

Writers happy to review and promote your product

Include them in your Display Content Search

Also your Clients’ and Customers’ sites!

GUIDELINE 6

LEARN FROM YOUR SITE

Safe Transactions

GUIDELINE 6

LEARN FROM YOUR SITE

SLL Certs

GUIDELINE 6

LEARN FROM YOUR SITE

Payment options : Paypal or Gateway Merchant Accounts

V’sGUIDELI

NE 6 LEARN FROM YOUR SITE

QUESTIONS ?

SIX GUIDELINESFOR

YOUR SITE