Maximising your eCommerce Investment Kurt Wilson docx

Maximising your
eCommerce Investment
Kurt Wilson
Overview
• How do we maximise our investment?
– eCommerce Objectives
• We will consider two different scenarios
– Considerations for Start-ups
– Existing eCommerce
• Recommendations
- Based on “ notes from the field”
Objectives
• eCommerce is about CFR
– Conversion [of browsers into buyers]
– Fulfilment [of orders]
– Retention [customer loyalty & up-sell]
• Your eCommerce solution should:
– Instil confidence/trust
– Be fast, secure, easy to navigate, intuitive
Start-up eCommerce
• Choose a Partner not a Supplier
– Do they understand your business?
– Can they provide a complete service?
– Do they have a successful track record?
– Can I work with these people ongoing?
• Choose a Dynamic solution
– CMS should be easy to use
– Solution should be extensible
Start-up eCommerce
• Invest time in creating a quality feel
– Use high quality photos

– Use multiple images if relevant
– Provide detailed product specifications
– Associate products to facilitate cross sell
– If relevant show product compatibilities
Start-up eCommerce
• Adopt an “Inline” payment solution
– Requires a merchant ID
– Better user experience
– More professional image
• Listen to advice
– Avoid getting emotional on non-value add
features [consider the cost-benefit]
– Adopt the KISS approach
Existing eCommerce
• How can we maximise CRF?
[Conversion, Fulfilment, Retention]
– Design & Content
– Functionality
– Usability
– Marketing
– Back Office & Integration
Design & Content
• Design should be clean, fresh, and
contemporary
– Promote Brand Awareness at all times
– Instil confidence – the web is faceless
– Web 2.0 design concepts
• Content
– W3C compliant, WAI Level A (Priority 1)
– Be mindful from an SEO perspective

Functionality
• Payment Methods
– Consider implementing multiple methods and
if relevant multiple currencies
– Google Checkout implication on PPC
• 3-D Secure: “Chip & PIN for the web”
– Compulsory from 01/07/07 for Maestro
– Increased protection from fraud & charge-
backs
Functionality (cont.)
• Discount/Promo Codes
– Fixed or percentage based
• Gifts/Ideas
– Gift selectors
– Gift wrapping
• Product Reviews
– Instils confidence, more likely to convert
Functionality (cont.)
• eMarketing
– Newsletters targeted to existing clients
• Self Service Management
– Engage users and encourage self-service
• Web 2.0 (read/write)
– Social Networking – Blogs, Bookmarking
– Provide and consume RSS feeds
Functionality (cont.)
• Tips from a Technical Perspective
– Implement AJAX
– Automatic image resizing via CMS
– Consider server side HTTP compression

• Value Add Ideas
– SMS Text Messaging (MT easily integrated)
– Status driven email notifications
Marketing, PPC
• Benefits of Pay Per Click (PPC)
– Immediacy, short term quick win
– Controllable, Scheduling of Adverts
– Goals & Conversions
– Measurable ROI
– A/B Split testing and Multivariate testing
– Funnel Pages
– Feasibility analysis (most valuable IMHO)
Marketing, PPC
• Disadvantages of Pay Per Click (PPC)
– Cost
– Click Fraud [estimated at 14 – 30%]
– Lack of implementation knowledge resulting in
wasted spend
Marketing, SEO
• Benefits of SEO
– No cost per click (CPC)
– Increased Traffic
– Credibility [Authority Website]
Marketing, SEO
• Disadvantages of SEO
– No guarantees
– Initial costs
– Timeframe to see results
– Lack of control [Off Page factors]
Marketing, Analytics

• Analytics unlocks “gems of knowledge”
– Implement Google Analytics
• How are people finding you?
• Setup goals
– Are there issues with the site?
• Utilise the power of funnels
– Is your PPC working? Consider the following:
• Click Through Rate (CTR)
• Cost Per Click (CPC)
• Cost Per Acquisition (CPA)
• Return On Investment (ROI)
Back Office
• Integration into disparate systems
– Automated product feeds
– Automated into the supply side
– Real-time postings into 3
rd
party systems
• Companies that succeed in eCommerce
tend to leverage technology to reduce
overheads and therefore increase profit
Q&A
• Question and Answers