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1、,Sucharita Mulpuru, Vice President, Principal Analyst, Forrester Research,Matt Poepsel, VP of Performance Strategies, Compuware Gomez,Turning Web Traffic Into Sales,Sucharita Mulpuru, Principal Analyst,September 15, 2010,There is no silver bullet but there are lots of things to do.,Agenda,1. Social
2、didnt supplant search,Hopes were high,120MM unique per month,2x UKs population!,Hmmm0.1% of that x 1% conversion for an average ticket of,Because more people are social more than ever,Retailers want to do everything,“Please indicate which social marketing strategies you have already implemented.” “P
3、lease indicate which social marketing strategies you plan to implement or enhance in 2010 or later.”,Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”,Social tactics are still experimental,“To what extent do you agree with the following statements?” (Top
4、2 box of 5),Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”,A framework to think about,2. Banners though, may very well supplant search,Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”,Email still works, but
5、 its not the future,Source: North American Technographics Benchmark Survey, 2009,Base: US online adults (age 18+),A little known datapoint from the past,Source: June 2009 “The State Of Retailing Online 2009: Marketing”,A visit to, say, K will surface this ad later on for a user,Its a complex landsca
6、pe but this could be the future of interactive marketing,3. Easy still wins,2009 No browser has more than half the market 2004 One browser dominated,4. Mobile isnt just hype,How people access the web is rapidly changing,“How frequently do you access the Internet on your mobile phone?”,Base: 41,249 U
7、S adults with a mobile phone *Base: 37,327 US adults with a mobile phone *Base: 30,453 US adults with a mobile phone,Source: North American Technographics Benchmark Survey, 2008(US, Canada) *Source: North American Technographics Benchmark Survey, 2009 (US, Canada) *Source: North American Technograph
8、ics Benchmark Survey, 2010 (US, Canada),This is impacting retailers web traffic,Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”,This is happening with barely any effort,Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, A
9、nd Mobile”,5. 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 dollars per video Ability to create a “channel” that could rest in other areas such as YouTube,6. eCommerce has no b
10、orders,This is increasingly common,7. Usability and site performance still need workeverywhere,ESPECIALLY during the holidays,Source: Forrester 2010 Post-Holiday Retail Online Survey,Base: 1,003 online consumers,“Thinking about the online purchases you made in November-December 2009, please indicate
11、 any problems you had while shipping online.,38% of consumers experienced some problem!,8. Shipping matters maybe more than just about anything,Checkout checklist,Make it easy for customers to buy from the product detail page and even category pages Enable customers to access the cart from every pag
12、e 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 shipping information early Enable guest check
13、out 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 Dont force the email opt-in Cross-sell simple offers to increase units per transaction Test across different browsers (including mobile),Other best
14、 practices,Ability to toggle between category and product detail pages is critical (site should NOT merely rely on customer using “back” button) When hitting “back” 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
15、 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 “Add to cart” button defaults to 1 and doesnt force customers to
16、 enter “1” Verbiage defining cross-sells is clear (e.g. “we also recommend”, “other customers who bought this item also purchased”, “you may also like”) Ability to view maximum number of items (e.g. view all, or up to 100 items); ensure that that default is set for the remainder of the session so consumers do not have to reset their preference for viewing items in every subsequent search Visual accompaniments where relevant (e.g. shoe charts, jewelry/ring sizing, Coachs bag try it o
