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Simple steps to eCommerce success
Thomas Möller, Senior Product Manager
® 1&1 Internet Ltd. 2014
® 1&1 Internet Ltd. 2014 2
Presenter
Thomas MöllerSenior Product Manager,
1&1
Connect with 1&1
Tweet us @1and1_UK
Find us on 1and1UK
#GetOnlineWorkshop #TBS2014
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Quick introduction to 1&1
What is eCommerce?
Why engage in eCommerce?
Building a successful eCommerce website -
DOs and DON’Ts
Ask me anything
Agenda
Established in 1988, 1&1 is a leading global web host
Over 13 million customer contracts worldwide
Over 19 million domain names managed
Together with Fasthosts, UK’s No.1 web host with over 1 million customer
contracts
6,900 employees, of which aprox. 2,000 are engaged in product management
and development
1&1: Who are we?
eCommerce means eShop – right?
There are many ways to engage in eCommerce
Some people already have an offline business and want to use the internet as an additional sales channel…
…others just want to sell online, but have no technical know-how…
… and then there are those merchants who want to customise every code-line in their eCommerce solution.
Which kind are you?
eCommerce
Marketplaces
eShops
SaaSHosted
Own website
® 1&1 Internet Ltd. 2014
Just in case you still need convincing…
Makes Business
easier
Centre of the new
economy
You’re already
online so own it
Improves customersupport
Reduced costs
Access to global
opportunities
Just in case you still need convincing…
There are 1.2 billon potential customers online globally
The UK is the most active and fastest growing
eCommerce market in Europe
® 1&1 Internet Ltd. 2014
So, how to be successful?
Let’s talk about the DOs and DON’Ts
® 1&1 Internet Ltd. 2014
How do I know I’m successful?
Home page – 100%
Category page / Search results– 66%
Product page – 42%
Basket – 9%There are many KPIs one can use
to measure success.
The most relevant, however, is the
conversion rate Conversion: 3%Derived from Internet World Business 06/2009
.com domain is the world's premier web address and is the global standard for doing business online.
If you already have a website, use sub-domainsThis way you keep your search engine ranking
SEO-wise, mywebsite.com will benefit from content added on shop.mywebsite.com
DO choose the right domain
® 1&1 Internet Ltd. 2014
The offer
.com usual price £10.99 Now £0.99
Buy today on the Verisign stand or visit 1and1.co.uk/bizshow
DO invest in proper hosting
An eShop that’s offline doesn’t sell anything.99.9 % availability is an industry standard. Don’t go for less.
Frequent Backups are mandatory...
... so is good performanceWaiting for a website to load is like standing in line at the till – nobodylikes that, right?
® 1&1 Internet Ltd. 2014
DO NOT ignore basic layout rules
LogoCustomer Login / "My Account"
Basket
Payment Options
Content
Navigation
Source: eResult, Imagery V, October 2012
DO offer a mobile-ready site
More and more business are using mobile devices50% of year-to-year mobile commerce growth in 2013 over 2012.
® 1&1 Internet Ltd. 2014
DO use Web Analytics
Web Analytics help you analyse your customer’s behaviour on your website.
Thereby they help to identify “conversion-killers”
® 1&1 Internet Ltd. 2014
DO NOT think customer service is optional
Make it easy for your customer to get in contact with you...
... and listen to what they have to say.
® 1&1 Internet Ltd. 2014
DO focus on your strengths
Your eShop should be as unique as your are
Do you love to write?>>> Add a blog to your eShop
Do you enjoy taking photos?>>> How about adding a photo gallery or extra-fancy product images?
® 1&1 Internet Ltd. 2014
DO NOT just focus on one marketing activity
A mix of different measures is more prone to attract customers.
Make a marketing planTrack your activities and their success.
® 1&1 Internet Ltd. 2014
Do make it easy to find content and products
The categories of your eShop are like the aisles in an offline shop.Don’t send your customers into a maze.
® 1&1 Internet Ltd. 2014
DO make it easy to find content and products
The search functionality is one of the most used features of any eShop – make sure yours is up to the task.
® 1&1 Internet Ltd. 2014
DO NOT break a promise
Customers have to be able to rely on the information you provide them
® 1&1 Internet Ltd. 2014
DO use Cross Selling and Up Selling
Sell more by listing alternatives and accessories for your products.
® 1&1 Internet Ltd. 2014
DO NOT leave your shop unprotected
Keep your shop updated and utilize tools to increase security.
SSL encryption is mandatoryWhenever you handle customer data
® 1&1 Internet Ltd. 2014
DO build up trust
Get certifiedTrust seals, such as SafeBuy or Trusted Shops, have shown to increase the conversion rate by up to 23.1 %
Use strong brandsUtilise the trust customers have in strong brands like PayPal, eBay or Google by offering their services in your eShop
Source: ECC Cologne 2012
An eShop, while not as expensive as a retail shop, has many things in common with a traditional offline business.
Always ask yourself: Would you buy in your eShop?
Bottom Line
® 1&1 Internet Ltd. 2014
In all our sessions today we’ll provide you with all the details you need to make an informed decision
Time Speaker Position Workshop titles
14:00 Thomas Moeller Senior Product Manager Simple steps to eCommerce success
15:00 Sandra Rios Head of Commercial Management Web hosting made easy – an intro to hosting and more
16:00 Katrina Douglas and Sean Elliott Head of Marketing UK, Marketing Editor UK (SMB) Setup, sell and succeed with 1&1 eShops
What else have we got for you...
® 1&1 Internet Ltd. 2014
Thank you for your attention!
Any questions?
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