Improving your online sales

1. Presented by Sam shetty 1st May 2012
How to attract new visitors,
optimise conversion and keep
customers coming back for
more

2. Agenda
• Online marketing ….why bother
• Website usability
• Better conversions
• Conclusion
• Q&A

3. Sales conversions
>95% Of online shoppers search the web for product
reviews and price comparisons before making a
purchase.
These consumers are influenced by:
• Research capabilities
• Social media &
• Increased mobility
* PricewaterhouseCoopers Digital Media Research report July 25th 2011

4. The traditional shopping process is …
Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive

5. The new purchase journey is …
Non-Linear, multi-channel, digital, consumer-controlled
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive

6. Which one is right for me ?

7. Conversion rates

9. Is PPC right for me ?
• Does your business have a unique selling point ?
• Do you stock products ?
• Do you need to feed your sales team with leads ?
• Low cost of lead acquisition
• Do you need to measure ROI ?
• Ability to focus on specific locations , time zone
• Ability to change your marketing message daily
• Better conversions

10. Social Media Strategy
Is NOT the same as a Digital Marketing Strategy!

11. How is social media used ?

12. Key factors about social media
• Attraction: How to draw people to you
• Retention: How to keep people coming back
• Conversion: Moving from liker to buyer
• Measurement: Making wise decisions

13. 2 Strategies

14. Website Usability
• Simple & Easy to use
• Design pages for scanning and not for reading
• Good, visible, site navigation
• Talk the same language like your users
• Prioritise the key information( users look for) above the fold
• Trust & Creditability need to be reinforced

15. Usability : The Home page
• Most valuable property on your website
• Make it obvious what you do/sell
• Unique selling points (Free shipment, quick shipment )
• Refund policy/ Customer support options
• Seasonal campaign activity (People buy for occasions)
• Good search option ( Search buy brand, price , Type)
• Over the fold !!!

16. Usability : The product page
• Focus on one button - “Buy Now ”
• The more images the better
• Details on demand
• Zoom is essential
• Cross sell/up sell
• Show delivery/ stock info
• Product reviews
• Share capabilities

17. The Checkout
• Your customer is waiting at the till with their
credit card ready … what could possibly go
wrong ?
“ Sites lose over 50 % of their customers at
checkout”

18. My Hosting .. Why should I bother?
• Direct impact on your revenue
• Customer experience
• Repeat customers
• Mobile users

19. Engage your audience
• People don’t buy first time
• Why will they remember to come back
• What makes your site so special ?
• Make it fun but have a point

20. Email : Retention

21. Email marketing
• Easy to get business from existing customers
• Highest spenders
• Highest converters
• Low CPA ( cost per acquisition)
So look after them !!!!!
Returning customers spend up to 30 % more
and cost 70 % less

22. Go Social
• Social media is the new worth of mouth marketing
• Use the Facebook, twitter to get others to recommend your
brand
• Onsite reviews increases conversions

23. Increasing conversions on websites
• Show a telephone number
• Provide a consistent experience
• Have a clear and concise headline
• Enable sharing options
• Keep reading to a minimum
• Keep it above the fold
• Don’t ask for information you don’t need
• Have an FAQ section
• Good call to action

24. Summary
• Measure and track everything
• Usability is key to success
• Perfect the checkout process or lose $$$$$
• Engage with your customers
• Search is King, Get your site ranked high on search
engines
• Email can be very powerful
• Use social media to connect with customers
• Keep an eye on emerging technology

25. Conclusion