Web Marketplace Solutions MD Mike Anderson gave a keynote speech at the Ecommerce Expo North 27 May 2010 regarding how companies should engage the traffic their ecommerce websites receive. Here we have the slides he used in his presentation.

1. E-commerce Expo North
The hard part was getting the traffic there.
Now engage it!
Web Marketplace Solutions
dramatic results and great service
27th May 2010

2. ‘’The Online Shopping Experts’’
Marketing – Performance Web Sites – Rich Media – Technology Platforms
WMpS is ‘full service’ online Technology & Marketing Services company.
Our aim is to recruit quality customers & convert more of them online than
anyone else in the industry.
We do this through a combination of marketing and online shopping
expertise underpinned by leading edge rich media technologies and online
trading platforms.
Focused on delivering results by engaging and inspiring online customers to
increase your conversion rates and ROI.
We do this for the largest and most respected high street and mail order
companies in the UK as well as a number of smaller ‘niche’ clients.

3. Comparing Website Performance of Retail & Homeware
Hitwise and IMRG Hotshops List Top 100
Top 10 Retail websites and Top 10 Homeware websites
Compared performance across Recruitment, Engagement and Transaction
metrics using a 150 question survey
Found some sites performing highly, while others are very poor
Top performing sites included John Lewis, Littlewoods, Next and Argos
Under performing sites included Topshop, River Island and Halfords

4. Overall Performance of top 10
Good vs not so good principally ‘engagement’ area
25%
30% 30%
21%
24% 25%
0%
5%
10%
15%
20%
25%
30%
35%
RecruitmentScore Engagement Score TransactionScore
Business Importance Weighting
Company Score %
25%
30% 30%
17% 17%
21%
0%
5%
10%
15%
20%
25%
30%
35%
RecruitmentScore Engagement Score Transaction Score
Business Importance Weighting
Company Score %
High Performance
John Lewis
Littlewoods
Argos
Mothercare
House of Fraser
Poorer Performance
Topshop
River Island
Halfords
Currys

5. 78% 80%
72%
79%
82% 81% 83% 88%
78% 82%
0%
20%
40%
60%
80%
100%
120%
1. Hompage 2. Landing
Pages
3. Product
Listing
4. Product
Details
5. Keyword
Search
6. Basket 7. Checkout 8. Security 9. Data Policies 10. Ancillary
Info
%ofMaxweightingScore
Company Score %
Min - Very Poor
60% 61%
52%
53%
62%
70% 69%
79%
68%
74%
0%
20%
40%
60%
80%
100%
120%
1. Hompage 2. Landing
Pages
3. Product
Listing
4. Product
Details
5. Keyword
Search
6. Basket 7. Checkout 8. Security 9. Data Policies 10. Ancillary
Info
%ofMaxweightingScore
Company Score %
Min - Very Poor
Breakdown of Performance
Higher Performance
Poorer Performance
Avg. 65%
Both have a
Weaker Product
Listing
Avg. 80%

6. 666
Online Channel Solutions – Common Problem
Poor recruitment & site optimisation – Delivers 3-4 fold difference in results
Typical pages viewed per purchase 15 – 49
>50% of visitors are lost having viewed less than 5 pages
Poor
recruitment &
site optimisation
will result in a 3-
4 fold difference
in conversion
performance

7. 777
Online Channel Solutions – Common Problem
Poor recruitment & site optimisation – Delivers 3-4 fold difference in results
Typical pages viewed per purchase 15 – 49
>50% of visitors are lost having viewed less than 5 pages
Recruitment> Engagement> Transaction>
Poor
recruitment &
site optimisation
will result in a 3-
4 fold difference
in conversion
performance

8. Online Channel Solutions – Common Problem
Losses from Recruitment – Engagement – Transaction Losses
Recruitment (Lose 20-35%) - Leaves 80% - 65%
Engagement (Lose 60-95%) - Leaves 32% - 3.2%
Transaction (Lose 50-65%) - Leaves 16% - 1.4%

9. Delivering Dramatically Better Conversions – Engagement
Navigation Mechanisms
Customer
Stage
Browsers
I’m looking fora
new skirt
Hunters
I’d prefera short
blue skirt
Buyers
I want blue skirt
<£25
Brand communication Important
Product ranges &
cross selling
Important Important
Engagement
Mechanism
Browse
Navigation
Guided
Navigation
Search
Accessing product Important Important Important
Enabling decisions Important Important
Taking the order Important
Up selling Important
Retaining Customers ? ? ?

10. The hard part was getting the traffic. Now engage it!

11. The Basics: Product Details: Confirming the decision
Solved by swatches, Zoom & 360 degree images complemented with video
Inspiring product description,
supported by more detailed lists
Customer reviews
Up sells and Cross sells utilised well

12. The Basics: Optimise the Basket/Checkout
Good basket & checkout designs – Ultimately service the business can deliver
Delivery
Lead-times
Delivery Charges
Delivery
Options
Returns Policy

13. Search & Guided Navigation
Consumer spends more time using tool rather than looking at product

14. 14
Search & Guided Navigation
Search Based Merchandising Limitations ~ Must display results < 3 pages
WMpS ‘Intelligent Search’ Results
11
222
3
5
6
10
14
20
33
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9 10 11 12
0
5
10
15
20
25
30
35
%ofSearchPurchasesmade
%ofSuccessfulSearchers
Search Results Pages Browsed
‘Pogo-ing’ frustrates the consumer
327
products
across
>29
pages!

15. Search & Guided Navigation
Merchandising Limitations ~ Dramatic reduction lower down page
Page
Exposure
peaks at 24
seconds near
the 540 pixel-
line
&
dips to 1.4
seconds near
the bottom

16. 16
Inspiring presentation increases conversion
Maximising the number of products on the page
10%
9%
10%
14%
18%
15%
23%
0
2
4
6
8
10
12
14
16
18
0%
5%
10%
15%
20%
25%
%ofAllRichMediaPurchases
%ofTotalRichMediaVisits
Rich Pages Viewed
1 2 3 4 5-6 7-9 10-14
More customers viewing more pages
Familiar Visual Controls

17. Engaging Lifestyle Imagery encourages click through

18. Selling Clothing & Luxury Branded Goods
Online features that facilitate the emotional purchase
2009
Product Details
Zoom, Swatches,
Sizes
Model Based
photography
Beginning
Aspirational
purchase
Limited ability to buy
a ‘look’ and outfits
Within 3 Years
My best friend shops
with me
Can’t feel texture
Within 18 Months
Product Details -360°
More Aspirational
purchasing
Finding product within
large ranges as
ranges increase
Mix ‘n’ Match

19. Its about brand promise…

20. Its about brand promise…

21. Lack of model images fails to inspire

22. Summary
E-commerce conversions are still woefully low with
65-95% of visitors lost in the ‘engagement’ process.
Brands can differentiate themselves & not be limited by
current technologies.
Our e-commerce enterprise application complements
‘search’ and captures those high value ‘browsers’.

23. ‘Lifestyle’ Imagery inspires, engages and…converts
Visit us at stand 123 for more information