exact abacus
DESCRIPTION
Presentation given by Lee Thompson to Central Lancashire Business Event 2010. For more information contact Lee on 01772 455052 or e-mail [email protected]TRANSCRIPT
Making the Grade in eCommerceA Suppliers [honest] Opinion
Your Online Strategy
Get Planning
The 5-Pager helps!
• Manage your own expectations• Measure suppliers• It is not essential!…but you only get out what you put in
Where am I?
It aint a cakewalk!
Localisation
The Virtues of ‘Clicks and Mortar’
Resource the operation properly
How many clicks? Integrate the shopping experience
Select the right platform
Market your site
Security
Payment processing
…and the rest
The EconomyThe State and
Regulation
Technology People
Culture
Customer Expectations!
Free stuff!
•Content feeds and Maps – Bing, YouTube, Multimap• Search – Google• Forums – Facebook, ning.com• Analytics – Google, Yahoo• Referrer site listings – Yell, Business Links, Directories• SEO – WebCEO, Cleverstats• Site Access and Speed Monitoring – Yslow, Xenu Sleuth• Image Editing – Smush.it• Sitemapping - GSitecrawler
Sorry, I haven’t a clue…
Sorry, I haven’t a clue…
Understand and intepret your website analyticsDon’t take the numbers in isolation – track and action
Stick to the common denominators:• Bounce rate and page views (#) – how ‘sticky’?• Conversion rate (%) – how usable?• Site visits (#) – how attractive?• Average order value (#) – how clever?• Basket Abandonment (%) – how persuasive?
A bit of a steer…
Exact Abacus ACE Index• Bounce Rate – 30%• Conversion Rate – 3.4% (range was 1.1% - 7.4%)• Average Order Value - £46.00
*6 months up to 1st July 10
Catex Index• Page Views Per Visit – 11• Conversion Rate – 4.4%
*July 10
Acquisition vs Conversion
Getting people to your website is important…
Conversion Rate Number of Uniques Orders Monthly Revenue
0.50% 20,000 100 £10,000
0.50% 25,000 125 £12,500
0.50% 30,000 150 £15,000
0.50% 35,000 175 £17,500
0.50% 40,000 200 £20,000
Acquisition vs Conversion
…but the smart money goes on ‘conversion’
Conversion Rate Number of Uniques Orders Monthly Revenue
0.50% 20,000 100 £10,000
1.00% 20,000 200 £20,000
1.50% 20,000 300 £30,000
2.00% 20,000 400 £40,000
2.50% 20,000 500 £50,000
3.00% 20,000 600 £60,000
Homepage Load
• www.amazon.co.uk – 1.73secs, Grade C• www.asos.com – 2.65secs Grade E• www.marksandspencer.com – 2.15secs Grade D• www.outdoorlook.co.uk – 1.34secs Grade C•www.exactabacus.com – 0.95secs Grade A!
Over 50% of site visitors bounce out if homepage takes over 3 seconds to load!
Thank you Mr Jakob Nielsen
The ‘Offer Box’
Window Dressing
Assisted Purchase
Trust!
Make it Easy
Deliver Your Promise
Reviews
Blogs
Search
Payment
Analytics
Content
Supply Chain and Purchasing
Site and Content
Management
Customer Relationship Management
Merchandising and Marketing
Stock Control and Allocation
Sales Order Processing and
Returns
All those questions I meant to ask…
…but didn’t
Contact Lee Thompson, Stephen Ross or Ashley Preston for further advice
01772 455 052