Thomas Möller, a senior product manager at 1&1, presented on simple steps to eCommerce success. He began with an introduction of 1&1 and discussed what eCommerce is and why businesses engage in it. The main part of the presentation covered dos and don'ts for building a successful eCommerce website, such as choosing the right domain, investing in proper hosting, focusing on strengths, and building trust. Möller concluded by emphasizing that an online shop requires many of the same considerations as an offline business.

1. Simple steps to eCommerce success
Thomas Möller, Senior Product Manager
® 1&1 Internet Ltd. 2014

2. ® 1&1 Internet Ltd. 2014 2
Presenter
Thomas Möller
Senior Product Manager,
1&1

3. Connect with 1&1
Tweet us @1and1_UK
Find us on 1and1UK
#GetOnlineWorkshop #TBS2014
® 1&1 Internet 2014 Page3

4.  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

5.  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?

6. 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
SaaS
Hosted
Own website
® 1&1 Internet Ltd. 2014

7. Just in case you still need convincing…
Makes
Business
easier
Centre
of the
new
economy
You’re
already
online so
own it
Improves
customer
support
Reduced
costs
Access to
global
opportunities

8. 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

9. So, how to be successful?
Let’s talk about the DOs and
DON’Ts
® 1&1 Internet Ltd. 2014

10. 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

11. .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-domains
This 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

12. The offer
.com usual price £10.99 Now £0.99
Buy today on the Verisign stand or visit
1and1.co.uk/bizshow

13. 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 performance
Waiting for a website to load is like
standing in line at the till – nobody
likes that, right?
® 1&1 Internet Ltd. 2014

14. DO NOT ignore basic layout rules
Logo
Customer Login / "My Account"
Basket
Payment
Options
Content
Navigation
Source: eResult, Imagery V, October 2012

15. DO offer a mobile-ready site
More and more business are using mobile devices
50% of year-to-year mobile commerce growth in 2013 over 2012.
® 1&1 Internet Ltd. 2014

16. 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

17. 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

18. 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

19. DO NOT just focus on one marketing activity
A mix of different measures is more prone to attract
customers.
Make a marketing plan
Track your activities and their success.
® 1&1 Internet Ltd. 2014

20. 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

21. 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

22. DO NOT break a promise
Customers have to be able to rely on the
information you provide them
® 1&1 Internet Ltd. 2014

23. DO use Cross Selling and Up Selling
Sell more by listing alternatives and accessories for
your products.
® 1&1 Internet Ltd. 2014

24. DO NOT leave your shop unprotected
Keep your shop updated and utilize tools to
increase security.
SSL encryption is mandatory
Whenever you handle customer data
® 1&1 Internet Ltd. 2014

25. DO build up trust
Get certified
Trust seals, such as SafeBuy or Trusted Shops, have shown
to increase the conversion rate by up to 23.1 %
Use strong brands
Utilise the trust customers have in strong brands like PayPal,
eBay or Google by offering their services in your eShop
Source: ECC Cologne 2012

26. 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

27. 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

28. Thank you for your attention!
Any questions?
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