加拿大优秀商业ppt模板之如何利用网络销售产品combine

SucharitaMulpuru,VicePresident,PrincipalAnalyst,ForresterResearchMattPoepsel,VPofPerformanceStrategies,CompuwareGomez©2010ForresterResearch,Inc.ReproductionProhibited2©2009ForresterResearch,Inc.ReproductionProhibitedTurningWebTrafficIntoSalesSucharitaMulpuru,PrincipalAnalystSeptember15,2010©2010ForresterResearch,Inc.ReproductionProhibited3Thereisnosilverbullet…buttherearelotsofthingstodo.©2010ForresterResearch,Inc.ReproductionProhibited4KeyeCommercetrendsin2010RecommendationsAgenda©2010ForresterResearch,Inc.ReproductionProhibited51.Socialdidn’tsupplantsearch©2010ForresterResearch,Inc.ReproductionProhibited6Hopeswerehigh~120MMuniquepermonth2xUK’spopulation!Hmmm…0.1%ofthatx1%conversionforanaverageticketof…©2010ForresterResearch,Inc.ReproductionProhibited7vs.Q1200713%na19%15%19%33%52%Becausemorepeoplearesocialmorethanever©2010ForresterResearch,Inc.ReproductionProhibited8Retailerswanttodoeverything“Pleaseindicatewhichsocialmarketingstrategiesyouhavealreadyimplemented.”“Pleaseindicatewhichsocialmarketingstrategiesyouplantoimplementorenhancein2010orlater.”Source:July2010“TheStateOfRetailingOnline2010:Marketing,SocialCommerce,AndMobile”©2010ForresterResearch,Inc.ReproductionProhibited9Socialtacticsarestillexperimental“Towhatextentdoyouagreewiththefollowingstatements?”(Top2boxof5)Source:July2010“TheStateOfRetailingOnline2010:Marketing,SocialCommerce,AndMobile”©2010ForresterResearch,Inc.ReproductionProhibited10Aframeworktothinkabout©2010ForresterResearch,Inc.ReproductionProhibited112.Bannersthough,mayverywellsupplantsearchSource:July2010“TheStateOfRetailingOnline2010:Marketing,SocialCommerce,AndMobile”©2010ForresterResearch,Inc.ReproductionProhibited12Emailstillworks,butit’snotthefutureSource:NorthAmericanTechnographics®BenchmarkSurvey,2009Base:USonlineadults(age18+)©2010ForresterResearch,Inc.ReproductionProhibited13AlittleknowndatapointfromthepastSource:June2009“TheStateOfRetailingOnline2009:Marketing”©2010ForresterResearch,Inc.ReproductionProhibited14Avisitto,say,Kraft.comwillsurfacethisadlateronforauser…©2010ForresterResearch,Inc.ReproductionProhibited15It’sacomplexlandscapebutthiscouldbethefutureofinteractivemarketing©2010ForresterResearch,Inc.ReproductionProhibited163.Easystillwins2009Nobrowserhasmorethanhalfthemarket2004Onebrowserdominated©2010ForresterResearch,Inc.ReproductionProhibited174.Mobileisn’tjusthype©2010ForresterResearch,Inc.ReproductionProhibited18Howpeopleaccessthewebisrapidlychanging“HowfrequentlydoyouaccesstheInternetonyourmobilephone?”Base:41,249USadultswithamobilephone*Base:37,327USadultswithamobilephone**Base:30,453USadultswithamobilephoneSource:NorthAmericanTechnographics®BenchmarkSurvey,2008(US,Canada)*Source:NorthAmericanTechnographics®BenchmarkSurvey,2009(US,Canada)**Source:NorthAmericanTechnographics®BenchmarkSurvey,2010(US,Canada)©2010ForresterResearch,Inc.ReproductionProhibited19Thisisimpactingretailers’webtrafficSource:July2010“TheStateOfRetailingOnline2010:Marketing,SocialCommerce,AndMobile”©2010ForresterResearch,Inc.ReproductionProhibited20ThisishappeningwithbarelyanyeffortSource:July2010“TheStateOfRetailingOnline2010:Marketing,SocialCommerce,AndMobile”©2010ForresterResearch,Inc.ReproductionProhibited215.Butmobileisn’teverythingFactsOpportunitytohelpsellsoftgoodsmoreeffectively,includingreducingreturnsOn-sitevideocanbeexecutedasinexpensivelyasafewdollarspervideoAbilitytocreatea“channel”thatcouldrestinotherareassuchasYouTube©2010ForresterResearch,Inc.ReproductionProhibited226.eCommercehasnoborders©2010ForresterResearch,Inc.ReproductionProhibited23Thisisincreasinglycommon©2010ForresterResearch,Inc.ReproductionProhibited247.Usabilityandsiteperformancestillneedwork…everywhere©2010ForresterResearch,Inc.ReproductionProhibited25ESPECIALLYduringtheholidaysSource:Forrester2010Post-HolidayRetailOnlineSurveyBase:1,003onlineconsumers“ThinkingabouttheonlinepurchasesyoumadeinNovember-December2009,pleaseindicateanyproblemsyouhadwhileshippingonline.38%ofconsumersexperiencedsomeproblem!©2010ForresterResearch,Inc.ReproductionProhibited268.Shippingmattersmaybemorethanjustaboutanything©2010ForresterResearch,Inc.ReproductionProhibited27Checkoutchecklist•Makeiteasyforcustomerstobuyfromtheproductdetailpageandevencategorypages•Enablecustomerstoaccessthecartfromeverypage•Providehintsonthecheckoutpagewhenconsumersforgettheirusernameand/orpassword•Ensurethatsecurityandprivacypoliciesareclear•Incorporateclearerrormessages•Letcustomerstalktosomeoneiftheywant(especiallyduringcheckout!)•Exposeshippinginformationearly•Enableguestcheckout•Jumptothenextboxwhenconsumerfillinkeydatapoints(e.g.areacode)•Provideflexibilityinpaymentoptions•Merchandisethosepaymentoptions•Don’tforcetheemailopt-in•Cross-sellsimpleofferstoincreaseunitspertransaction•Testacrossdifferentbrowsers(includingmobile)©2010ForresterResearch,Inc.ReproductionProhibited28Otherbestpractices•Abilitytotogglebetweencategoryandproductdetailpagesiscritical(siteshouldNOTmerelyrelyoncustomerusing“back”button)•Whenhitting“back”customersshouldbeabletogotothese