Date post: | 13-Aug-2015 |
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Retail |
Upload: | redleafdigital |
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TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
Trade
Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
Trade
Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
Cant see any Product listing ads High SKU count – should be pushing out Potting bench – competitive yet no presence Who is?
Greenfingers, Greenhouse stores, Primrose..
PLAs (Product Listing Ads)
Google placing more importance on them
Better conversion rates than paid
Local shopping / C and Collect / video etc
Using PLAs also enables working with Google approved companies such as TrustPilot / Feefo
Feeding back product / service reviews based on shopping experience
Increasing conversion rates and brand awareness on Google Shopping
Greenfingers also using branded search alongside PLAs – extra reach
Wyevale have 2,500 products – Notcutts? Minimum would be rolling out top converting product trial
PLAs (Product Listing Ads)
No Affiliate program? Missed opportunity for brand
growth Missed opportunity for sales
and New customers Missed opportunity for new
partners Extra reach with SEO and Paid Rollout with great comm rate Latterly split new / existing
comm rates Also integrate store for local
reach / Geo demographic
420k unique p month
Affiliate program
Use Tradedoubler 15% commission
Email signup
Email address sign up is buried Why sign up? Give a reason Test USPs vs Win spending spree etc Overlay on home page and track uplift Great chance to build database /
ECRM
Other Channels
CSE – competitive pricing so start using CSEs/ comparison sites – Shozilla / Kelkoo etc
Retargetting - at product, category and basket level – test with GDN then rollout eg criteo / struq
Pretargetting – identifying audience and match to low cost inventory buys
Marketplaces – aspirations? Ebay / Amazon / different trading shop? Brand issues?
Bloggers – Outreach program to gardening / wildlife type bloggers – engaged audience with brand plus good SEO traffic
Social – at present social not big part of the mix – drive up engagement with followers with integrated campaigns / campaign calendar – poss use stores to build local audience
Any new channels costed and modelled – increasing CPA and impact on EBITDA / profit model – attribution management / LTV model
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
Trade
Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
New Customers
Encourage new customer discounts across recruitment
Discounts, offers, competitions etc
Use strategically when looking at weekly KPI Homepage overlay
Tie in with recruitment
Sliders
4 sliders on homepage – why not trade each one rather than Slider?
Have you tested? Favourite of UK sites not US Studies show first slide accounts for 84% of visits – econsultancy Consider – too many messages = no message, banner blindness,
test eg 3 statics vs 3 sliders
http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/
Christmas
Christmas still on top nav Remove and trade off
January sale Image issues with banners Improve how category is
retailed – address in CMS Range planning ? New in?
Discounting / Trading
Review discounting logic / guidelines
20% off everything – then takes me to ½ price, 50% off, Save #3 etc
Confusing for customers – make clear these are AFTER 20% OFF
Keep to one format? Apply discount at checkout ATFold
Basket Drop Down Basket drop down – good / best practice and obvious to customer
Add upsell message on drop down – Yoursclothing testing saw 10% uplift in AOVs
Functionality already exists as a t checkout page but buried Can be rolled out to 2 for 1s and more offers CRO testing methodology Category / product level logic eg one category may have different
rules vs another
Discounting / Trading
Can you look at more multioffers for out of season sale stock? How much money making with postage added? Loss making? If so non transactional and direct to in store offer only!!!
Store finder / Pages
Store finder is buried on home page How much traffic comes to site and types store search terms? Analytics integral If a lot consider revising header – customers want to find store as part of MCR
offer longer term Doesnt stand out at present Did this at TOFS after seeing high store search terms
Store pages - Great content – consider store FB/ blog etc – link in store content long term C/Collect options plus
Gift Cards
How much traffic looking for gift cards?
Cant find any online Competition do sell gift
cards Opportunity – tie up in
store and online More ECRM
opportunities
PETS !!!
16 stores offer pets but no mention on site – store pages plus add pet content onto site
Eg rabbit guides on rabbit hutch pages – and these stores sell them...
Flower Builder
Build out attributes / competition do have / add to homepage / CMS
Shade plants vs sunny plants etc
Attributes / Trading the site As mentioned before
trade more offers on homepage
Remove the Sage and Delivery messages to USP strip
Frees up offer space Start looking at Mega
Deals More attributes – 2 for ,
Online exclusives ..
Attribute buildout
At times attributes are basic – keep up with competition with additional data for attributes – eg benches – colour, style, no of seats, bench size, height etc
Also very beneficial for feeds / working with other partners
Fresh product
How often are new lines added? If regularly, start trading on homepage, add new in logic to top nav (eg
in both categories for 2 weeks then drop out of new in) Creates freshness and brings customers back - stickiness
USP strapline
USP strap needs to improve / agree and add strong strap to header – also strap is at second level of site / category pages / not home.
Move Free delivery banner / Sage to strap and use space to trade more effectively
Guarantees / Memberships
All USPs need to be collected and promoted
This is a strong guarantee – why is it buried?
FSC – are you members? Doesnt say
Sustainability – you could be shouting this so much more – especially in store
Out of stocks
Good practice – show the product out of stock as does not dilute category
I have seen quite a few so would want to review
TOFS - 68% OOS to 98% OOS – reports daily / replenishment
Can you suggest alternative?
Offer discount on product if they give email address and we email out with discount
ECRM model – direct them to stock in store (local branch) based on postcode
Returns
Can I return to local store? When I called I was advised I could? Maybe this should be a bit clearer
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
Trade
Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
Promotion codes
Try not to lose traffic – they have got this far so try and keep them Test how much this used – most codes at present are not valid What categories most redeem – if just a few then serve for these categories Options Place below fold Only show to discount traffic – eg is working with affiliate / coupon sites Remove box and add a Discount Offer email sign up
Sage prominence
Sage is showing below the fold – needs to be more visible
Move it up a bit next to order details - “Get another 10% off this price – join our Sage club Wording needs to be more impactful and less wordy
Membership of Sage then integrated with normal checkout process – ie minimum disruption to process
New Customer drop out
Checkout is self contained and progress bar which is best practice BUT could be a big drop out in new customers at this point.
Assuming split of returning / new is 70 / 30, new customers get confused as “New to Nottscutts” is below the fold
I suspect some drop out here …... Instead you should have a clearly laid out New / Existing customer page.
No Reviews Plans for Reviews? Crocus and Greenfingers both
have – standard Customers expect interaction Added to Yours and saw 3
star product plus conv improvement
Great UGC also – plus merch / product feedback / SEO
No testimonials No customer testimonials Use your customers – get more UGC from
these Add to homepage – 95% of our customers
rate us .. Competition have great testimonials –
greenfingers
Search – potting sheds
Review Search functionality as some anomalies – refinements required for better UX - “POTTING BENCH” pulling 125 items – All potting and all bench
Consider 3rd party eg SLI sytems etc
Blog feedback
Great content – More great content re the awards and feedback from the blog – add it to a Blog Testimonials / what our bloggers say about us etc
Re blog, get more blogger
outreach and bloggers engaged with brand – we di at Yours and was huge success
Blog has 4 years of great content – move to top of site for chance for customers to sign up / more quality inbound links / SEO etc
Product Pages
Possibly pull the P and P and be upfront re full price – test
Image – enlarge / overlay rather than zoom – worked better at yoursclothing
You may also like – should be populated by default – sometimes empty
Descriptions – could be better / some limited to a few bullets / attributes / customer services
Make more of Sage price – bigger / more impactful?
Real time stock levels – can these be fed into the page? If so at local level with Click and Collect?
Delivery – long lead times for today – can they be improved? 3-7 days, 5- 9 days, 14 days, - NEXT DAY?, SATURDAY?, NOMINATED TIME?
Product Pages
I have always been a fan of UGC – especially in retail. Let your customers provide you with content and load that content onto the site – not just reviews but link Customer Services to manage any Q and A plugins you may want to embed
Great UGC
Good for SEO
Customer Services Great for buyers /
improving content with suppliers
Others .. Plans for Verified by Visa? Expensive BUT
3DS reduced chargebacks considerably at TOFS
“Dont forget you have added to your basket” message upon returning after lost sessions
Adding the security logos to the reassurance message in header?
Thanks for the order – how are we doing ? Any feedback plugin?
Click and Collect Deliver to Store offers Paypal payment option?
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
Trade
Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
ECRM
Signed up 5 days ago and no promo email yet – no welcome email therefore I assume nothing in place aside from standard ad hoc blanket emails?
Are email addresses being passed through as this can sometimes be the issue
I have not received email from Greenfingers, Crocus or Wyevale yet too
Initial Focus
Review all current comms – auto and order based
Set up basic ECRM if possible Welcome emailAbandoned basket emailBasic cross sell Not purchased (x weeks) Not purchaed (Yweeks)Re-engagement after x weeksFile management
Key to this is understanding the customer file and trading rate of the base
TrafficAudience Channels Recruitment AcquisitionBrand reach CPAChannel mixThe Offer
Trade
Offers , Deals Merchandising / buyersRange planning Descriptions AttributesPlugins P and PReturns The Offer
ConvertCheckout Multi channel funnels Analytics CRO testing Streamline Make purchase easy
RetainRe-engageECRMCustomer contact Build engagementUpsellCross Sell 2nd, 3rd orders etc
Devices - Across all devices – DT, mobile, tablet, phone etc
Channels - Across all channels if MCR – stores, concessions etc
RETAIL TRADING MODEL
Mobile
Not mobile optimised !!! Nether are many of the competition Poor conversions across mobile / checkout Probably accounts for 40% of traffic? Lost opportunity – address Include mobile optimized email Poor Brand experience Possibility of lagging behind “Mobile friendly site from Google More companies now looking at 3rd gen mobile
journey – landing pages / geo dem targetting and checkout
Stores
No data capture as I could see Older audience so perhaps difficul
Test data capture / EPOS at tillpoint / Yours
Incentivised data capture / staff incentivised / customers enter raffle for spend in store etc
Order online – messy desk / no POS and no incentive / TOFS
Deliver to Store offers / Behind till point
Click and Collect – longer term / Additional pickup points etc
Education piece / Re-attribute sales / Yours / staff education etc Geo demograophic targetting / Mobile Search / Mobile affiliates
Summary
Traffic – review all traffic channels and build out opportunity costed and modelled. Currently looks like very little paid traffic
Trading – review process for trading / range planning / CMS etc plus focus on any content enhancements. Deal of the week, countdown clocks, offers etc
Convert – checkout is streamlined at present and not bad, enhance by
CRO testing a few changes – look at additional payment options, set up conversion funnels at checkout. Address mobile immediately
Retain – Review all touchpoints, customer base, 2nd orders, 3rd orders, email setup and draft proposal re requirements
Stores – understand long term C and C ambitions and MCR integration – plus get stores on board with web?
Thank you for your attention!
Dominic Smith Ecommerce Consultant
Www.redleafdigital.co.ukE / [email protected]
T / 07849259033