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We’re a Digital Marketing agency based in Andover Specialising in Websites and Social Strategy Wrapped up with a key focus on analytics The entire goal is to give accountability of sales to specific channels/posts
Stats tell us that 82 % of UK individuals regularly shop online Amazon (16 percent market share), followed by Tesco (9%) and eBay (8%). Well over 100 Billion Euros per year (http://ecommercenews.eu/ecommerce-per-country/ecommerce-the-united-kingdom/) As online shopping grows, so does the technology that sits behind it. Adapting to mobile, speedy checkout and contactless payment. There are plenty of early adopters of tech, which means that new ideas, new devices are released in short periods. Payment gateways are being forced to keep up This is hard when bank technology is so slow to move. We’re going to give you a very simplistic overview of the setup eCommerce platforms Payment gateways
“As online marketshare grows, technology adapts and payment methods are forced into changing to accommodate device size, shopping habits new payments methods (paypal, contactless, apple watch). We’re going to take a look at payement gateways and ecommerce’
What are traditional gateways? The majority of the implementation and testing is the responsibility of the client/developer They act as point between the banks – authorising and moving money from the payee to the receivers merchant account. This is a very simplistic view of them – you may of heard of some of the big names SagePay, WorldPay, Authorize.net What are the problems with these traditional gateways? Bear in mind, there are scenarios where this approach works. They use SDKs that are slow to implement and test – SDK - Software Development Kit, provided by gateway Clunky and over engineered - Designed as a do everything for everyone Mismatch of coding standards within organisations – hard to work with More testing / potential security holes Dated implementation methods Old technologies and libraries Technology in banks moves notoriously slow It’s tightly coupled to back-end of banks. Large amount of admin overheads Setup / Sign-Off of each component - Internet Merchant Accounts, Gateway, Website. Linking all together. And then there’s PCI Compliance! Put in place by banks to ensure security and standards (2004) Includes patching and updates of software through to how and when card storage is allowed. Usability and branding Quick methods of implementation – SagePay Form for example Poor usage on mobile.
So what’s the better approach? Hosted Payment Gateways Most of the implementation has been completed by the payment gateway They take the money from the payee and store it in their own account. On a rolling basis, money is transferred into a receiver account Negates the need for an internet merchant account - can work with business accounts. Again, This is very simplistic - Skrill, Google Wallet, Stripe Device agnostic Designed from the ground up to work on a range of devices API Driven – what does that mean? APIs allows computers to talk to one another – as simply as possible What does this mean? You can plug any system into it Obvious one – websites. Mobile applications – in-app payments CRM systems – subscription management? POS – Tablet or Mobile over WIFI … Get rid of those clunky Bluetooth handsets Simple and quick to implement No complex SDKs Only implement with what you need There are a whole bunch of methods you can you – make it fit how your model operates Reduced admin overheads Less involvement in PCI compliance – from an infrastructure point of view No internet merchant accounts – direct to business account
Stripe… quite simply our payment gateway of choice Started in 2010 - this is where E-Commerce, Mobile Commerce and even POS payments are going Supports a whole range of implementation methods There are very few companies running the same model as stripe. Closest are Skrill Google Wallet None of them really offer the same feature set and USPs of Stripe.
Reason we love it … Flexible implementation Simple APIs for ‘take my money now’ through to Complex APIs for syncing customer details, receipt sending, subscription management Mobile device friendly Simple form – Email, CC Number, Expiry Date, Security Code Seamless integration with Apps - subscription management Apple Pay, Android Pay Supported No merchant account required Fund cleared to standard business account on a rolling basis Cost effective Developers are expensive PCI security experts – DevOps - are expensive Allows for growth Complete stack of functionality, use as little or much as your model (or budget allows) Subscriptions, trials, coupons. Worldwide currency support Perfect for testing High fidelity prototyping Quick to market Getting MVP out to market PCI-DSS Compliant through the entire stack Beautiful user interface
So apart from a payment gateway, you also need an e-commerce platform – storing products, users, the checkout flow. What are traditional e-commerce platforms? Self-Hosted – all elements of the platform are your responsibility The code sits on your own infrastructure. The code, integration with payment gateways / third parties, and testing are all your responsibility. Magento, OS Commerce, WordPress / WooCommerce Again, lets look at some of the problems with these platforms. - There ARE scenarios where this approach is relevant Long time to market Pre-build software might seem quick to implement. Time to brand, time to customise, Time to integrate with your other platforms Biggest one … time to test - developers are an expensive asset, more expensive then devs though ... Testers ;-) Good testers are hard to come by - You can’t skimp on ’cheap’ resources when working your own codebase. Self-hosted Infrastructure overheads Require own SSL certificates Security updates through the entire stack (OS, Services, Platform) Ongoing PCI-DSS compliance Redundancy, failover, high-availability Incredible complexity Be everything to everyone - Massive feature set – take into account (branding, testing) whether you use it or not Massive codebase Management companies There are companies that manage all of this for you .. Monthly subscription, hugely pricey – not ideal for SMEs
So what’s a better approach? Hosted E-Commerce Solutions? Shopping process (basket management) is handled on their systems Checkout process, user management, third party integration code, all sits with the hosted platform. Products can be stored either in a CMS, or on their side Integration can be into the website (FoxyCart) The site can be built as part of the shop (Kong/Shopify) In a simplistic view, everything associated with the e-commerce side Third party infrastructure High availability / redundancy – cloud based Security and PCI compliance comes as part of the package - patching Downtime / alerting / continuous integration / continuous testing / continuous use Bandwidth – it’s a good problem to have when it runs out. Quick to market Pre-Built Apps / Integrations / CRM New ones always being built - by other developers ;-) New payment gateway launched? Someone will invest in creating the link POS Integration Refined user interface Tried and tested Driven by their users
Again –As with Stripe, FoxyCart is simply our implementation of choice FoxyCart is a hosted E-Commerce platform Huge amount of customisation Incredibly flexible and powerful There are quite a few hosted platforms using this approach FoxyCart is one of the most established Most flexible Has the most 3rd party integrations out-of-the-box It’s implementation method is very unique in that although it is hosted, your product data is stored within your own CMS of choice No need for content duplication
Multiple Stores Single Dashboard Real-time Sales / Phone / In-Person / At Event Refined User Interface Mobile / Responsive Great out-of-the-box Complete customisation if you want Product Types Downloadable Subscriptions Donations Product Customisation Don't shoe-horn your products into an existing data framework Run off your own CMS Transaction Extras Coupons Discounts Internationalization Tax configuration Shipping configuration Single Sign On and Integration Third parties Google Analytics - Sales Funnel Level 1 PCI-DSS Compliance
PayPal is massive About 100 Currencies out of about 160 world wide About 11% of all UK E-Commerce transactions About 20% of these are completed on a mobile platform of some sort About 22 million UK user accounts – out of 230 worldwide It tried to address. The pain and hassle of taking payments (from a merchant) The skeptisism and worry of giving payments (from a consumer) And it nailed it! For both B2C transactions (the obvious one) as well as B2B, and C2C Currently there is a couple of versions Pro version is more like a traditional gateway Standard version is more like a ’new’ gateway (Stripe) –although this has been in place for a long long time and the user journey is awful. PayPal is the ‘be everything to everyone payment processor’ And that’s where it falls down. It’s B2C payments are convoluted. Freezing funds. Non-regulated. They have monopolized the industry. Meaning … They are expensive But ... The big caveat .... It’s not all bad. Their brand is incredibly strong. It brings kudos to your E-Commerce/Payment setup just by offering it. Don’t force users through it, give them the option.
Why use these new approaches? Faster time to market Agile Implement granular functionality peice by peice Evolving as you go Technology changes so quick And although financial transaction implementations are certainly at the slower end of the scale You can still adopt new ways of working, new implementations, agile processes You can get functionality out their to your users quickly Importantly, you can do it cheaply. One big caveat ... This approach doesn’t always work for massive high traffic/high turnover sites – bespoke, own infrastructure (cloud at least), own internal teams may be more cost effective. You can mix the 2 if needed. Hosted E-Commerce and traditional gateway – or vice versa
What about cost? Don’t try to over-analyse these figures, take them with a pinch of salt They are very ‘ballparky’ and simplistic There are a whole bunch of factors that will effect implementation and running budgets There are 4 variations of costs Low Sales (100) Low Price Point (£10.00) High Sales (1000) Low Price Point (£10.00) Low Sales (100) High Price Point (£100.00) High Sales (1000) High Price Point (£100.00) Traditional Setup: The initial outlay / investment is high – design, development, TESTING The annual costs involved are considerable, but steady regardless of sales and price points The new setup: The initial outlay / investment is still considerable but much less than that of a traditional setup. The annual costs are low for low sales. High sales of a low price point are comparable to a traditional setup When you start getting considerable amounts of sales, or high sales of a high price point – annual costs rise dramatically The important figures are the costs over a period of years I would say 5 years is very much the minimum for leaving an e-commerce site After a 10 year period, you’re well overdue a redesign/build of your site new technologies are launched old technologies are unsupported. Device capabilities improve Low Price point or Low sales, or both – and this new method is considerably more cost effective over a longer period Only when you’re doing high sales on a high price point does it warrant a traditional and bespoke setup.
Once you’re online and listing your products, the actual transaction is just a portion of the sales cycle Customer service plays a large part. This can be pre-selling… Support during transaction… And post-purchase support…. More recently, popular social platforms have been a way for consumers to reach these companies, and vice versa.
Customer service can be tricky to do correctly. The graph on screen shows the average time (daily) users spend on each platform. Initially, customer service was about being on the right platforms Now its about creating that integrated experience, regardless of platform. There are some key Apps that are going to be growing and can be used for customer service in the near future.
Apps are a popular way of creating a link between social networks and your brand. You can create something that is really useful to your customers, and gives them all the information they could need about your product or service. However, apps are pricey. Retention rates for Apps can be difficult. Why not use something that already exists? Tap into a massive customer base, without the £30k – 40k overhead?
It’s not traditional social media based customer service. It’s piggybacking another platform, that is widely used. It’s is quick, interactive customer service.
Reports state that WhatApp is beating its competition hands-down Offers one-on-one relationships with brands and customers Great for the cash-rich-time-poor customer Popular in Brazil and India for luxury brands such as Cartier, Armani, Diesel (80% conversion rate) – send price lists, offer exclusive deals, first view on produces Good to small business – one-to-many, use groups, gyms, students In a time of inboxes stuffed with messages - SMS boast a 98% open rate In the near future, this platform is opening to companies Engage with one or multiple customers Receive feedback Get analytics Created automated responses (out-of-hours)
Features Desktop app available Message multiple customers Analytics Automated messages Hidden platform - non public (such as tweeting – or facebook conversations) Easier to share media files (privately) – instructions, screenshots, locations Desktop app available Good for internal team support
Another big player with a simple UI (once you understand how to use it) Brands can advertise through stories and geo-filters – options like live or local
Personal touch – send content to your followers Solve user issues using video and photos Thank your customers – personal video message Tips for product usage – short videos, images Release new products – add Snapchat logo in packaging
Good for Brand awareness, completing the customer sales cycle. Reaching a new market
---- The latest reports put Snapchat’s user base at more than 100 million people, though the exact number has not been publicly disclosed and could be well beyond that.
Another big player… Offer full on integration with the application – we’ll show you an example of this shortly. Bit more involved than customer service bots. Closer to the bespoke app route – still using someone else's platform. Book a table at a restaurant, review an e-commerce order, download flight tickets – all within the app Offer merchandise post sale “Did you buy your branded hoody?” Give exclusive deals to those customers who has just purchased with you.
Messenger is devising new ways to “interact with businesses or services to buy items (and then buy more again), order rides, purchase airline tickets, and talk to customer service in truly frictionless and delightful ways.” These could let users make a restaurant reservation, review an e-commerce order and more. You can swipe through product carousels and pop out to the web to pay for a purchase.
“Chat bots are small programs that integrate with a chat platform and provide some advanced type of functionality in a fairly easy fashion.”
In summary, commerce and payment can be lightweight and agile in deployment Brands can make use of new tech, keeping overheads down whilst testing the uptake Existing popular Apps are opening to brands They can provide a customer service communication channel They can offer problem-solving, aid purchases and get feedback from users They can offer personalised or one-to-many communication with your customers
Most importantly, they offer brands the chance to be in the conversation at the right point in the sales cycle.
December 2015 – USA
Two of the most widely cited papers of the last 100 years.
Volume of links is becoming less important, relevance is increasing in importance.
Announced in late 2015 RankBrain is Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results.
Query success metrics
If you were Google how would you make a best guess?
This is all very early stages but by utilising a framework for better understanding visitors you can make it easier for RankBrain to match your page with a searcher
intent based SEO/UX – outline my background, CoC more broadly, and the steps to aligning CoC with digital marketing.
The key challenge becomes – how do we present and optimise content on our website in a way that recognises that different groups of people will have different relevance indicators.
Applying CoC to the Web
My journey to using Teamwork.com
Real world examples of how the CoC can be applied to the Intent Marketing for SEO benefits
Pogosticking - Who is this page for, and once here will there needs be met? Click Through Rate - Using PPC as a tool for developing better CTRs (only if your CTR and QS are strong) Time on page/site, click depth - Content that is relevant to the three CoC stages Returning to the site or page - Can we satisfy the ‘researcher’ and keep them onsite? Sharing/amplification/engagement - Being clear on the target audience when seeking amplification Page speed - Technical improvements to enhance the user experience GT Metrix – competitors are a good benchmark
Digital Breakfast: Trends & Technologies
Digital Breakfast: Trends & Technologies
09:15 – 09:40 Social You: Tech & Apps
09:40 – 10:05 VisibleDigital: Search & Mobile
10:05 – 10:15 Q&A
10:15 – 10:30 Networking
10:30 onwards Self Discovery Tour
TECH & APPS
Payment Gateways, E-CommercePlatforms, In-App Customer Service
TRADITIONAL PAYMENT GATEWAYS
• Whatare traditional paymentgateways?
• Slow implementation times
• Dated implementation methods
• Admin and process overheads
• Usability and branding
A BETTER APPROACH
• Whatare hosted paymentgateways?
• Device and implementation agnostic
• API Driven
• Simpleand quick to implement
• Reduced admin overheads
“The best online credit card processor
for small business”
Source: www.businessnewsdaily.com(March 2016)
• Flexible implementation
• Mobiledevice friendly
• No merchant account required
• Allows for growth
• Perfect for testing
• Quick to market
• Beautiful interface
TRADITIONAL E-COMMERCE PLATFORMS
• Whatare traditional e-commerce platforms?
• Longtime to market
• Self-hosted infrastructure overheads
A BETTER APPROACH
• Whatare hosted e-commerce solutions?
• Third party infrastructure
• Quick to market
• Refined user interface
“Foxycart has allowed us to create our own
complete and custom eCommerce solution.”
Source: www.foxycart.com/whos-using-foxy (May 2016)
• Refined User Interface
• Transaction Extras
• Single Sign On and Integration
• Level 1 PCI-DSS Compliance
WHERE DOES PAYPAL FIT IN?
11% of allUK
22 millionUK accounts
created since launch
What’s the point?
Social media has been instrumental in
cutting down response times.
46m 20s 12m 21s 20m 29s 29m 24s 20m 20s
• Mostpopular global App (Apr 2016)
• 64 billion messages everyday (statistic.com: Jun 2016)
• More than 1 billion monthly activeusers (statistic.com: Jun 2016)
• Simple, no complex UI to understand
• One-to-onerelationship, personal
• Widespread adoption
• 100 million daily activeusers globally (Snapchat: May 2015)
• SnapchatSurpasses Twitter in Android Installs (CNBC: May 2016)
• On-demand geo-filters (includingmetrics)
• Reach new markets (users: 13 to 34 year olds)
• 900 million monthly activeusers (Statistic.com: Apr 2016)
• SDK for developers / brands
• Chatbots for customer service
• Chatbots for e-commerce transactions
Beyond the sale
• Lightweight, agile systems
• Testuptake whilstkeeping costs down
• Real-timecustomer service
• Personaliseor one-to-many relationships
Emily Wilkinson Dan Eastley
ManagingDirector Technical Director
Current Trends In SEO
Google’s core algorithm has always drawn from the academic
journal citation model
Generally speaking the more citations a paper has the more
authority it has
Generally speaking a website’s citations (links) indicate a level of
Links by themselves are not enough
Relevance is key
Relevance factors include:
Who links to you
Over what period
How users interact with your site
A further move to understand the
meaning or intent behind searches
“dairy milk prices”
• Click Through Rate
• Time on page/site, click depth
• Returning to the site or page
• Page speed
Three Audiences With Different Needs
Contemplation Preparation Action
Browsing a High St Window shopping /
Entering the shop
Seeking a specific shop,
ready to buy
High Perceived Value
Direct Access to Goal,
potentially low ROI
Long tail terms with specific
landing pages, Remarketing
High value terms with
Direct Access to Goal,