FUNDESEM Ecommerce

8/6/2019 FUNDESEM Ecommerce

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1 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011© 2009 Forrester Research, Inc. Reproduction Prohibited

15/06/2011E-COMMERCE(June 2011)

i am

OSCAR DEL SANTO

and I invite you to discover

@OscarDS

#FUNDESEMecomm



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2 OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011

How do we turn web traffic into sales?



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Any quick fixes?

There is no silver bullet«

but there are many things we can do.



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What is the outlook for 2011?

Key eCommerce trends in 2010

See your PDF

E-Commerce in Europe: trends and outlook 2011

Key E-Commerce trends in 2011



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In the meantime, what went on in ...?



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SOCIAL didnt supplant SEARCH (as of yet)




Hopes were high ...




Since more people are social than ever

vs. Q1 2007

13%

na

19%

15%

19%

33%

52%




Retailers have tried on many approaches and tactics

³Please indicate which social marketing strategies you have already implemented.´

³Please indicate which social marketing strategies you plan to implement or enhance in 2010 or later.´

Source: July 2010 ³The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile´, Forrester




Yet for many, social is still experimental ...

³To what extent do you agree with the following statements?´ (Top 2 box of 5)





E-mail still there, but not the future ...

Base: US online adults (age 18+)

Source: North American Technographics® Benchmark Survey, 2009




Though e-mail marketing still very important




Behavioural targeting?

A visit to, say, Kraft.com

will surface this ad later

on for a user«




Browser fragmentation?

2011

No browser has

more than half

the market

2004One browser

dominated




The mobile revolution is here to stay




The world of mobile is evolving




And is beginning to have an impact on web traffic





The mobile revolution is here to stay




With smarter phones and smarter shoppers ...




And some definite trends emerging ...




Beware: Customer Expectations are rising!

58% of mo ile phoneusers expect we sites toloa almost as uickly orfaster on their mo ilephone than their PC

47% of consumers expect aWepage to loa in 2 secon s or less




But mobile isnt everything ...

Facts

Opportunity to help sell soft

goods more effectively, including

reducing returns

On-site video can be executed as

inexpensively as a few Euros per

video

Ability to create a ³channel´ that

could rest in other areas such asYouTube or Facebook




Ecommerce has no borders




And this has huge implications for sellers




Usability and site performance remain paramount (i)




Usability and site performance remain paramount (ii)




Usability and site performance remain paramount (iii)




Usability and site performance remain paramount (iv)

³Thinking about the online purchases you made in November-December 2009, please indicate

any problems you had while shipping online.

38% of

consumersexperienced

some problem!

38% of

consumersexperienced

some problem!




Usability and site performance remain paramount (v)

21 Best Usability E-Commerce Practices

http://www.ecommerceoptimization.com/articles/ecommerce-shopping-cart-usability-21-best-practices/




Another very important E-Commerce factor:




Delivery and shipping can be major hurdles




Any practical recommendations?

� Make it easy for customers to buy from the product detail page and even category

pages� Enable customers to access the cart from every page

� Provide hints on the checkout page when consumers forget their username and/or password

� Ensure that security and privacy policies are clear

� Incorporate clear error messages

� Let customers talk to someone if they want (especially during checkout!)

� Expose delivery/shipping information early

� Enable guest checkout

� Jump to the next box when consumer fill in key data points (e.g. area code)

� Provide flexibility in payment options

� Merchandise those payment options

� Don¶t force the email opt-in

� Cross-sell simple offers to increase units per transaction

� Test across different browsers (including mobile)




And as for best practices ...

� Ability to toggle between category and product detail pages is critical (site should

NOT merely rely on customer using ³back´ button)

� When hitting ³back´ customers should be able to go to the section on the page

last viewed, NOT the top of the page (e.g. if the customer clicked item 95 of 96

on a category page, then when they click the back button, it takes them to the

bottom of that page)� Site taxonomy should be clear to users; products should be double-exposed if

they are likely to be searched in multiple departments

� Wording defining cross-sells is clear (e.g. ³we also recommend«´, ³other

customers who bought this item also purchased«´, ³you may also like«´)

� Visual accompaniments where relevant (e.g. shoe charts, jewelry/ring sizing,

Coach¶s bag µtry it on¶ feature); provide scale where possible (especially

important for jewelry or accessories)




And tips for retailers?

Leverage customer ratings and reviews, and productsharing through social networks

Include behavioral targeting in your interactivemarketing mix

Increasingly invest in mobile; QA your site across themajor mobile browsers

Invest where relevant in features like on-site videos todrive conversion

Consider international delivery/shipping

Constantly monitor site performance

Ensure that delivery/shipping rates are in line withshopper expectations




In a saturated market, creativity is paramount!

http://www.webcoursesbangkok.com/blog/e-commerce/10-cool-e-commerce-websites/

10 Cool E-Commerce Websites




E-COMMERCE ROCKS! MAKE IT WORK FOR YOU!

OSCAR DEL SANTO

@OscarDS

Documents

FUNDESEM Ecommerce