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 [...]... • 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 3rd party systems • Companies that succeed in eCommerce tend to leverage technology . Maximising your eCommerce Investment Kurt Wilson Overview • How do we maximise our investment? – eCommerce Objectives • We will consider two different. 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? –. 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] –