A presentation I did recently to show the garden centre company Notcutts how I felt they could improve their online retail trading model and the various changes I would look at making to the site in order to improve their sales
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Redleafdigital - Notcutts - Ecommerce strategy and recommendations for strategic growth
1. Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross 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
2. Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross 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
3.
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
4.
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)
5.
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
6. 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
7. 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
8. Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross 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
9. 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
10. 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/
11. 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?
12. 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
13. 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
14. 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!!!
15. 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
16. 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...
17. Flower Builder
Build out attributes / competition do have / add to
homepage / CMS
Shade plants vs sunny plants etc
18. 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 ..
19. 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
20. 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
21. 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
22. 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
23. 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
24. Returns
Can I return to local store? When I called I was advised I could? Maybe
this should be a bit clearer
25. Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross 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
26. 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
27. 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
28.
29. 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.
31. 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
32. 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
33. 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
34. 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
35. 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?
36. 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
37. 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?
38. Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross 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
39. 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 email
Abandoned basket email
Basic cross sell
Not purchased (x weeks)
Not purchaed (Yweeks)
Re-engagement after x weeks
File management
Key to this is understanding the customer file and trading rate of the base
40. Traffic
Audience
Channels
Recruitment
Acquisition
Brand reach
CPA
Channel mix
The Offer
Trade
Offers , Deals
Merchandising /
buyers
Range planning
Descriptions
Attributes
Plugins
P and P
Returns
The Offer
Convert
Checkout
Multi channel
funnels
Analytics
CRO testing
Streamline
Make purchase
easy
Retain
Re-engage
ECRM
Customer contact
Build
engagement
Upsell
Cross 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
41. 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
42. 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
43. 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?
44. Thank you for your attention!
Dominic Smith
Ecommerce Consultant
Www.redleafdigital.co.uk
E / dominic@redleafdigital.co.uk
T / 07849259033