Roger Willcocks presentation at Ecommerce Expo Oct 3rd 2012

1. Roger Willcocks
Screen Pages
50 ways to improve your sales

2. Design. Build.
Host. Support. Update. Consult.
Full service Magento agency.
Niche brands.
@screenpages
roger@screenpages.com

3. • Focused on e-commerce since 1997
• 300+ retail websites designed & built
• 30+ Magento projects
• Magento only

4. • Design, build, host, support & update
• Magento site maintenance, migration & updates

5. About you
• Size of business online
• No. people working on line?

6. Agenda
• Getting new customers
• Engaging customers
• Persuading them to buy
• Making it simple to purchase
• Getting them to come back

8. But first…measure
• Analytics
• Surveys
• Usability studies

9. Google Analytics

10. Whatusersdo & attentionwizard
50 ££s of dynamite

11. Surveys
• Order confirmation
• Three questions
• One text box
• Surveymonkey

12. Getting new customers
• SEO
• PPC
• Direct
• Referrals
• Affiliates
• Refer a friend
• Catalogues/lists
• Offline (eg PR)

13. Getting new customers
Source of traffic % of visitors Bounce rate Conversion
rate
Search engines 65.9% 31.9% 2.06%
Direct 15.1% 30.2% 3.2%
Referrals 11.9% 31.2% 1.7%
Email 7.5% 22.1% 3.4%
Know us 44%

14. SEO tips
• Page titles
• Meta data
• Keywords in copy (& other places)
• Sitemap
• It‟s all about links
Google: “link building screen pages”

15. Get in Google

16. Content
• Category page copy (hardest pages)
• On domain blog (Wordpress, please)
• Content pages optimised for target keywords
– How to…
– FAQs
– Ideas etc
• Linked to around the site with anchor text

17. Social Media
• Facebook Like & Tweet (or Share This)
• Distribute your content
• Make videos, host on Youtube & embed
– Get a channel

18. And now….Pinterest

19. How to measure SEO
• Organic search
• Filter: exclude <your brand name>
• Generic traffic is ca. 25%

20. SEO – holy grail?
• Holy Grail at the end of the „long tail‟?
• 3,729 search terms = 55% of sales
• Looking good!

21. SEO – the truth
• 5x increase in generic traffic in 6 months
• Increase from 5% to 10% of total traffic
• But 6% of total sales = lower ROI
• No. 5 “swiss watches” = 400 visits per
month & no sales
• First page for “watches” (negative ROI)

22. Offline marketing
• PR
• Catalogues

23. Where do visitors land?
Landing page % landings bounce%
Home page 39% 17%
Category page 22% 31%
Product page 19% 56%
i.e.. not on the home page

24. Engaging customers
• New/latest/sale
• Promotions (regular & varied)
• Content (lots of it) & photography (lifestyle)
• Landing pages (category & product pages)
• Navigation
– Get the categorisation right
– Dropdowns (esp. multi-layered)
– Filters (price, colour etc – but caveat)

26. Special case: category pages
• 25-50% of all entrances
• 40-50% of all page views
• Three roles:
– Landing pages
– Routing pages
– Conversion pages (with add to basket)
• Make it work

29. Product pages
• Copy
• Photography
• Call(s) to action / how to transact / service
• What if it‟s not quite the right product?
• What goes with this?

34. Write great copy
Buy this

35. Persuading them to buy
• What makes a good proposition?

36. Meet your competitors

37. What makes a good proposition?
• Desirable products
• Well presented
• Attractively priced
• Securely paid for
• Nicely delivered
• Communicated on every page

38. Persuading folk to buy
• THE SERVICE
–Delivery
–Returns
–Packaging
–Call-centre

40. Customer service
Source:: E-consultancy

41. Work on delivery options
• Standard delivery (free?)
• Next day premium
• Nominated delivery
• ….and communicate them

42. Tell the story

43. Reviews & ratings
Onsite or offsite

44. Make it simple to purchase
• Basket
• Security
• Delivery costs
• Big buttons (especially for mobile)

45. Show your beautiful packaging

46. Make it simple to purchase
• Integrated payments (+ alternate methods)
• No distractions (different header?)
• Language & tone
• Registration or not?

48. Abandonned basket chaser

49. Getting them back
• Conversion data
• Surveys/Analytics
• Trigger emails
• Email marketing (once a week now)
• Loyalty schemes
• Catalogues

50. Five fundamentals
1. Agree & quantify business goal
2. Breakdown into key activities
3. Identify metrics for each activity set
4. Define activities to achieve the metrics
5. Measure results
“A goal without a plan is just a wish”

51. Planning taps you can turn
New Returning
customers customers
Visits/traffic sources % increase % increase
Orders/conversions % increase % increase
Average order values % increase % increase

53. Ling‟s Cars £35m
“…On a website, you are competing with
You Tube, porn sites and Facebook. You are
not trying to out-bore your local council
website. So, open the energy taps, eat
sugar and get on with something exciting.
Split testing/focus groups etc, is just a fast
road to the lowest common denominator,
just as you see in politics; boring.”

54. Questions
@screenpages
roger@screenpages.com
01932 359160