Roger Willcocks’ presentation at Spring Fair 2015. “A whistle-stop, rapid fire tour of e-commerce tips and advice that retailers can implement on their e-commerce websites based our experience working with the creative, marketing, and technical teams of hundreds of niche retailers. The talk covers practical examples of ways in which you can increase traffic, improve engagement and conversions and generate more sales from retail websites.”
It’s that time of year when the pundits start predicting. Here’s the first set of e-commerce predictions, collated by Ometria.
Here’s a summary, but they’re all covered in detail in a rather splendid infographic.
– The connected (multi-device, mobile) consumer
– Personalisation & segmentation
– Paid social advertising
– Mobile payments
– Content marketing
– Lean, mean marketing teams
– Community story-telling
– Creativity in SEO
– Single view of customer
– Focussed messaging
– Better use of data
– Social targetting
– Process, centralisation & effectiveness
– Inter-departmental cohesion
– Cross-device marketing & video
– Adding value beyond purchase
– Data-driven decision-making
Excellent study by Econsultancy of 12 different approaches to explaining & presenting shipping information.
Per Econsultancy: “The number one cause of checkout abandonment is unacceptable delivery costs. A study conducted last year by eDigitalResearch and IMRG found that 77% of online shoppers have abandoned their basket in the past year, with 53% citing unacceptably high delivery costs as the main reason for bailing.”
The article considers – inter alia – Amazon, John Lewis, Office, ASOS & House of Fraser.
Read the whole article here.
At Magento Live (London, July 2014), we attended a session entitled “B2B Commerce in a B2C World”. Having now worked on quite a few Magento B2B implementations (Elektron Technology, Watco, SnapOn, QC Supplies, Demco & Aston & Fincher – as well as integrating trade purchase capabilites on several B2C e-commerce websites), we are able to set out some whys and hows for B2B e-commerce on Magento in our latest article at: https://www.screenpages.com/magento-b2b-ecommerce
The article looks at:
- Key statistics behind B2B e-commerce
- Basic implementation & configuration
- Automating fulfilment via integration
- Incremental advantage by offering more “transactional” services
- Added value through better content
- Mobile adoption
- Acquiring new customers
Interesting set of insights from Drew Sanocki, who set out to understand what the key e-commerce issues were for 2014. She went out to “all the smart ecommerce people” she knew and asked them some variation on the same question: “it’s a new year, what is the biggest opportunity in ecommerce right now?”
The responses are compiled into two sections:
Part 1 contains insights from the e-commerce “ecosystem”: investors, analysts, tech providers etc. “These people don’t run retailers: they observe them. Lots of them. And as a result they see what is working and what isn’t”, says Drew.
Part 2 contains insights from e-commerce Operators: CEOs and marketing directors at large and small retailers. These individuals speak more to what they are seeing work internally at their own companies.
For the benefit of ecommerce retailers/marketers who may be too busy to read all of it, Referral Candy has put together a summarized infographic version for easy-scanning.
I recently made a purchase on Baker Ross’ website (supplies for a children’s party) and was impressed by two small pieces of detail: the order confirmation page and a follow-up email two days later.
This is the page after you have completed your order (the “order confirmation page”). As well as the standard communication around order details, it has a discreet reminder why we should shop there (sales reinforcement). Best of all, however, is the “incentive” to create an account (which will create and store the account, which in turn will enable follow-on marketing). The incentive is simply “upgrade for FREE”. Whilst I can see that there’s no reason on earth why I would pay for a Baker Ross account, it made me think. The wording and promise is effective and communicates the value of having an account well: convenient shopping, storage of address and other details, follow-on communication around offers and new products [see below].
The site is built in Magento which has a “guest” checkout as standard (the visitor can choose to be a guest), which you can enable/disable via the Magento Admin Panel. There’s an extension for placing the above option in the checkout from Commerce Extensions.
Two days later, I received the following email:
Basically, an automated follow-up email offering me a £5 saving if I made another purchase in 4 days (with a promo code), together with some relevant products (well, they seem in some away akin to the products I purchased to go in the party bags), but I can’t tell whether they are actually manual associations or automated via merchandising. Anyway, the main point is the immediate follow-up and promotion (my original goods have not arrived) which would definitely be a strong recommendation.
Post by Roger Willcocks