5. What are the 3 phases of a successful e/m-commerce?
5
Convert
Retain
Attract
Marketing /
Lead generation
User Experience
Delivery / Customer
service
18. I go directly to websites I have used in the
past. 58%
I go directly to websites I know the
web address for. 40%
38%I search for particular brands or
products on a search engine.
I go to sites recommended
by friends/family.
36%
I follow links from
comparison sites.
25%
19. Search
engine
optimisation
(SEO)
How merchants drive CBT traffic (%)
21
26
31 29 27
22
28
24 23
1
Unique,
publically
known
brand
Search
engine
marketing
(SEM)
Marketplace
listings
Marketplace
advertising
Affiliate
marketing
Price /
product
comparison
listings
Social
media
Recommend
-ations
Other
SEO is the most popular method for
driving cross-border traffic (31%)
25. I don’t want to pay shipping costs. 47%
I want to be sure to receive my item. 41%
36%
It is not clear how much
duties/customs taxes I will have to
pay
I want free returns 35%
They want reassurance on shipping & return
policies
26. 1 out of 2 online buyers would
purchase more if they were
reassured by your check-out page.
1 out of 5 drops purchase if
they are forced to create an
account.
They want a secure payment method
27. Bringing pieces together
Localise for them
Simplify their
Guest checkout
Website language
Purchase currency
Customer support
Payment options
Go mobile
Reassure them
Delivery options and prices
Total landed price
Protection in case of non-delivery
Secure payment
Customer support
50. How is NPS calculated?
50
How likely are you to recommend [Business Name] to a friend or a colleague?
Using the LTR Question
50
% Promoters 9 and 10’s % Detractors 0-6
Net Promoter Score
(NPS)
Very LikelyNot at all Likely
8765 9 1043210
Customer-advocates Disappointed or non-delighted,
possibly spreading bad word of
mouth
Example: 100 surveys
Promoters 80%
Passives 5%
Detractors 15%
80%-15% = 65% NPS
53. Important tips to bring back return customers
Merchandising Tools to show the most fitting product first
Great filters/navigation options
Tokenization to save user payment information
A/B testing (Google website optimizer)
Visitor tracking, form dropout
Recommendation engines (3rd party installs)
GeoIP: Don’t make people go through steps if you know where they are!
Remember what people have done before
53
62. Two sided network
MERCHANTS &
DEVELOPERS
CONSUMER ENGAGEMENT
Increasing transactions per customer
14,5+ MILLIONS OF
merchants and developers
MORE DATA
More than 1B transactions
per quarter
CONSUMERS
188M
active customer accounts