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Driving Conversions in eRetail.
Presenter: Samarjeet Singh(Co Founder & President )
Samarjeet Singh
EBay Sales 13+ Internet Retail Experience,
Baazee.com
CRICKET Talkative
Tajonline Positive Black Label
What do we do?
Iksula is an End-to-End Internet Retail Solutions and Service Provider
TechnologyInternet
Marketing
Content Production
Merchandising
Fulfillment Operations
Consulting
About Iksula
2007The Year Iksula was Founded
About Iksula
200+Employees as of Dec-2012
About Iksula
40+Man Years of eTail Expertise
About Iksula
200+Ecommerce Websites powered by
Iksula
About Iksula
3Offices in Mumbai, New Jersey
and Singapore
Clients Across 5 Continents
A few of our Clients
Lets Discuss eRetail Conversions
Three Musketeers which Move Conversion
Technology
Usability
Content
Engagement
Technology & USABILITY
Virtual Dressing Room
Product Video
Product Comparison
Compare Product
To remove from comparison
Differences are highlighted
Similar Products for comparison
Rotating Gallery with Zoom
Gift Finder
Customize Jewellery
Customize Jewellery
Size Calibration
Advanced search
Auto Suggestion
Misspelling Correction
Faceted Search
Product Content
Product Content
Does it really impact your business?
Sample 1
Sample 2
Comparison
Sample 1 Sample 2
Comparison
Sample 1 Sample 2 “Matter of Fact”
Presentation Basic photography 0.7% conversion
rate
“Experiential” Presentation
Catalog Photography Detailed information 1.3% conversion
rate
Everything remaining the same, we saw a doubling of conversion rate after we improved the product pages
Trend Revers
ed
Conversion Rate
Rich product content has multiple benefits
Enhances the usability of your site Search – indexed content Browse by attributes Compare products
And also improves your product page conversion rate Informed buying decisions
Reduces your operational costs Lesser product returns as informed
buying Reduces costs of marketing Structured data helps in fulfillment
planning
Rich product content should “attract”, “inform” and help a consumer to “experience”
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
Should be quick & informative, the most important points
Highlight the consumer benefits & romanticize the product
Quick summary of the most important selling points
A very detailed list of all the product attributes
Well shot photographs that showcase the finer product detailing
Well chosen products which can complement or supplement
A good “product title” will help the consumer to immediately identify the product
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
A great product title structure•“Brand Name / Collection” “What the product is” “Key Attribute/s”
Examples•Trademark Global Wood 3 in 1 Chess Backgammon Table•Globus Blue Sleeveless Ethnic Kurti with Embroidery and Lace•Masai Patio Table Set (2+1) Teak Finish
Sample websites
Wayfair.com, Globusstores.com
A good “description “ will write about the key consumer benefits and also romance the product
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
Descriptions have to be engaging•.. has to highlight consumer benefits and not list out product features. Eg: this digital camera comes with 8X zoom which allows you to get close to the action from far away•.. should have crisp language, be grammatically correct. No spelling mistakes•… should be interestingly written - the reader should want to read the entire description•.. should have a structure •.. should be original. Mr.Panda hates copied content
Sample websites
Wayfair.com, Globusstores.com
A good “picture“ is worth a thousand words
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
A picture has to give a realistic feel of the product•.. high resolution photographs, which users can zoom into, are always better•.. should be shot from multiple angles•… offer close up to design details•… for star products, or very high volume products, get videos done
Good picture is a result of•The type of photography – table top, catalog, editorial•Technology used to display pictures
Table Top / Still Photography
Shot on top of a table Prevalent for non-fashion products
Table Top Product Shots
Catalog Type Apparel Photography
Catalog Type Apparel Photography
Focus is on the product Background is usually one tone so that it doesn’t
take away from the product Makeup and poses are subdued Common background used are White and Grey Mostly, no props are used
Apt for E-commerce due to low costs of production
Example : Zara, Neiman-Marcus, Diesel, Globus, Armani Collezioni, Burberry, Levis
Editorial Type Apparel Photography
Editorial Type Apparel Photography
The model is on location, in an environment, or living/interacting with a lifestyle
Focus on styling, makeup and posture Wardrobe may have more of accessories. Usually follows a theme Model as well as background is very styled. Magazine like look and feel Example : Benetton, Versace Catalog shopping sites: http://www.google.com/catalogs/
Technology used to display images
Product Visualization
• Image Resizing
• Magnifying Glass
• dHTML Zoom and Pan
• Multi-Image Zoom and Pan
• Inset Creation
• Printed Work Previews
• Image Overlays
• 360° Spin
• E-Catalog
Product Configurator
Eg: Room designer
Personalization and customization
Eg: Bunnies, Best Buddies
Some really cool technologies out there
Liquid Pixels
Scene 7 (Adobe)
Rich FX (Channel Advisor Product
Example: Inset Creation
•Easily create an inset and zoom into a specific area of the image•http://www.liquidpixels.com/demos/demos.m?name=Inset
Example: Image Overlays
•Quickly change the call out style, text and position•http://www.liquidpixels.com/demos/demos.m?name=Splatmaker
Example: Product Configurator
•Change color / design of elements within the photograph•http://www.liquidpixels.com/demos/demos.m?name=Room
Example: Personalization
•User can personalize the product real time•http://www.liquidpixels.com/demos/demos.m?name=Room
“Key Features” give a quick overview of the product to impatient users
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
Should talk about the most important product features•.. should give more details about a feature, rather than just list it•.. should be a short list, suggested at a maximum of 4-5•.. should precede the main description
Example (Product: Jabra Bluetooth Wave Black•3 layer Wind Noise Reduction•Multiuse - connects to 2 Bluetooth devices simultaneously•Behind-the-ear style for all day comfort•Up to 6 hrs talk time & 8 days standby time.
Sample websites
Wayfair.com, Globusstores.com
Detailed “Attributes & Specs” helps the consumer to make an informed purchase decision
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
Should be exhaustive and accurate•.. should list out all the attributes of the product•.. information should be standardized for easy comprehension. Eg: gm vs. gram•.. structuring into sections makes for easy comprehension. Eg for mobile phones: General Information, Connectivity, OS, Multi-media, Dimensions• .. should be accurate
Sample websites
Gsmarena.com, snapdeal.com
Detailed “Attributes & Specs” helps the consumer to make an informed purchase decision
Product Titles
Descriptions
Images & Videos
Key Features
Attributes & Specs
Cross & Up Sells
Merchandiser selection driven Market basket analysis
• An old offline retail technique which evaluates groups of products that are bought together
Collaborative filtering – pioneered by Amazon• Users who bought this also bought that• Wikipedia Defiinition “the method of making
automatic predictions about the interests of a user by collecting taste information from many users”
Discover tool – Amazon again• Website recommendations based on your
search history, and aggregated data collected from other users
• Recommendations not necessarily based on what you are searching for
Why do you need great product content?
Product content enhances the usability of your site to increase conversions, and thereby revenues; while also reducing your costs
Future of Ecommerce :: QR Codes ::Sampling and Finding details about a product at a image and a click.
Sampling.
Future of Ecommerce :: Payments :: Ease and Payments at a Click of a Button.
New innovative payment solutions.
Future of Ecommerce :: SMS Buying:: Buy using a text.
Buying through mobile texting.
Future of Ecommerce :: Augmented reality :: Buying as you think it in real world by watching in real world through digital eyes.
Retailing Experience.
Future of Ecommerce :: Augmented reality :: Buying as you think it in real world by watching in real world by Digital eyes …..
Retailing Experience.
Future of Ecommerce :: Extra Convenience :: Using the digital platform to offer in-store experience.
Efficient Selling.
Future of Ecommerce :: Shopping At your Price :: Format Innovation.
Efficient Selling.
Future of Ecommerce :: Improving Suggestions :: How Service Retailing can use Digital ……..
Efficient Selling.
Future of Ecommerce :: Social Buying :: Buying with Approval, Kaisa Lag raha hain?
Instant show and Tell.
Future of Ecommerce :: Social Buying :: What do my friends like? Peer Acceptance is Key in Shopping Process. Isn't it ….
Instant show and Tell.
Future of Ecommerce :: Social Buying :: Buy with Approval of Friends and Family.
Instant show and Tell.
Future of Ecommerce :: Social Buying with Videos :: Showoff and Share the inherent Needs post shopping, Digital is here ….
Instant show and Tell.
Future of Ecommerce :: Group Deals :: Pay as a Group for Gifts and more…
Collaboration.
Future of Ecommerce :: Made to Order:: Buy by Designing yourself, does it remind you of Carpenter
Collaboration.
THANK YOU!