i am

OSCAR DEL SANTO

and I invite you to discover

E-COMMERCE
15/06/2011
#FUNDESEMecomm
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2009 Forrester Research, Inc. Reproduction Prohibited OSCAR DEL SANTO @AlumniFundesem #FUNDESEMecomm June 2011

(June 2011)

@OscarDS

How do we turn web traffic into sales?

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

Any quick fixes?

There is no silver bullet

but there are many things we can do.

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

What is the outlook for 2011?

Key eCommerce trends in 2010 Key E-Commerce trends See your PDF

in 2011

E-Commerce in Europe: trends and outlook 2011

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

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

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

SOCIAL didn t supplant SEARCH

(as of yet)

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Hopes were high ...

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Since more people are social than ever

vs. Q1 2007 13% na 19% 15% 19% 33% 52%

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Retailers have tried on many approaches and tactics

Please indicate which social marketing strategies you have already implemented. Please 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, Forrester

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OSCAR DEL SANTO

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Yet for many, social is still experimental ...

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

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

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

Base: US online adults (age 18+)

Source: North American Technographics Benchmark Survey, 2009

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OSCAR DEL SANTO

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Though e-mail marketing still very important

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

Behavioural targeting?

A visit to, say, Kraft.com will surface this ad later on for a user

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OSCAR DEL SANTO

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Browser fragmentation?

2011 No browser has more than half the market

2004 One browser dominated

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The mobile revolution is here to stay

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The world of mobile is evolving

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

And is beginning to have an impact on web traffic

Source: July 2010 The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile, Forrester 17 17
OSCAR DEL SANTO
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The mobile revolution is here to stay

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With smarter phones and smarter shoppers ...

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And some definite trends emerging ...

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Beware: Customer Expectations are rising!

47% of consumers expect a We page to loa in 2 secon s or less

58% of mo ile phone users expect we sites to loa almost as uickly or faster on their mo ile phone than their PC

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But mobile isn t 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 channel that could rest in other areas such as YouTube or Facebook

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Ecommerce has no borders

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And this has huge implications for sellers

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Usability and site performance remain paramount (i)

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

Usability and site performance remain paramount (ii)

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

Usability and site performance remain paramount (iii)

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OSCAR DEL SANTO

@AlumniFundesem #FUNDESEMecomm June 2011

Usability and site performance remain paramount (iv)

Thinking about the online purchases you made in November-December 2009, please indicate any problems you had while shipping online.

38% of consumers experienced some problem!

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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/

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Another very important E-Commerce factor:

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Delivery and shipping can be major hurdles

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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 Dont force the email opt-in Cross-sell simple offers to increase units per transaction Test across different browsers (including mobile)
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And as for best 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 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. we also recommend, other customers who bought this item also purchased, you may also like) Visual accompaniments where relevant (e.g. shoe charts, jewelry/ring sizing, Coachs bag try it on feature); provide scale where possible (especially important for jewelry or accessories)

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OSCAR DEL SANTO

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And tips for retailers?

Leverage customer ratings and reviews, and product sharing through social networks Include behavioral targeting in your interactive marketing mix Increasingly invest in mobile; QA your site across the major mobile browsers Invest where relevant in features like on-site videos to drive conversion Consider international delivery/shipping Constantly monitor site performance Ensure that delivery/shipping rates are in line with shopper expectations

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In a saturated market, creativity is paramount!

10 Cool E-Commerce Websites

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

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E-COMMERCE ROCKS! MAKE IT WORK FOR YOU!

OSCAR DEL SANTO

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@OscarDS
OSCAR DEL SANTO
@AlumniFundesem #FUNDESEMecomm June 2011