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,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level, 2010 Forrester Research, Inc. Reproduction Prohibited,30,Click to edit Master text styles,Line two,Line three,Click to edit Master title style,Sucharita Mulpuru,Vice President, Principal Analyst,Forrester Research,Matt Poepsel,VP of Performance Strategies, Compuware Gomez,TurningWebTrafficIntoSales,SucharitaMulpuru,PrincipalAnalyst,September15,2010,Thereisnosilverbullet,buttherearelotsofthingstodo.,Key eCommerce,trends in 2010,Recommendations,Agenda,1.Socialdidn,tsupplantsearch,Hopeswerehigh,120MMuniquepermonth,2xUK,spopulation!,Hmmm,0.1%ofthatx1%conversionforanaverageticketof,vs. Q1 2007,13%,na,19%,15%,19%,33%,52%,Becausemorepeoplearesocialmorethanever,Retailerswanttodoeverything,“Please indicate which socialmarketingstrategiesyouhavealready implemented.”,“Please indicate which socialmarketingstrategiesyouplantoimplementorenhancein2010 or later.”,Source: July2010,“The State Of RetailingOnline2010:Marketing,SocialCommerce, AndMobile,”,”,Socialtacticsarestillexperimental,“Towhatextentdoyou agree withthe followingstatements?”(Top2 boxof5),Source: July2010,“The State Of RetailingOnline2010:Marketing,SocialCommerce, AndMobile,”,”,A frameworktothinkabout,2.Banners though,may verywellsupplantsearch,Source: July2010,“The State Of RetailingOnline2010:Marketing,SocialCommerce, AndMobile,”,”,Emailstillworks,but itsnot thefuture,Source: North American Technographics,BenchmarkSurvey,2009,Base:US,online,adults(age18+),A littleknowndatapointfromthepast,Source: June2009,“The State Of RetailingOnline2009:Marketing”,A visit to,say, Kwill surfacethisadlateronforauser,Its acomplexlandscapebut thiscouldbethe futureofinteractivemarketing,3.Easy still wins,2009,Nobrowser hasmore thanhalfthemarket,2004,Onebrowserdominated,4.Mobileisntjusthype,Howpeople accesstheweb is rapidlychanging,“How frequentlydoyou accesstheInternetonyourmobilephone?”,Base:41,249USadults withamobilephone*Base:37,327 US adultswith amobile phone,*Base: 30,453USadultswitha mobilephone,Source: North American Technographics,BenchmarkSurvey,2008(US,Canada),*Source:NorthAmericanTechnographics,BenchmarkSurvey,2009 (US,Canada),*Source:NorthAmericanTechnographics,BenchmarkSurvey,2010 (US,Canada),This is impactingretailers, webtraffic,Source: July2010,“The State Of RetailingOnline2010:Marketing,SocialCommerce, AndMobile,”,”,This is happeningwith barelyanyeffort,Source: July2010,“The State Of RetailingOnline2010:Marketing,SocialCommerce, AndMobile,”,”,5.Butmobile isnt everything,Facts,Opportunitytohelp sellsoftgoodsmore effectively,includingreducingreturns,On-site video canbeexecutedasinexpensively as afew dollarsper video,Ability to createa “channel”that could restinotherareassuchasYouTube,6.eCommercehas no borders,This is increasinglycommon,7.Usabilityand siteperformancestillneedworkeverywhere,ESPECIALLY duringtheholidays,Source: Forrester2010 Post-HolidayRetailOnline Survey,Base:1,003onlineconsumers,“Thinkingaboutthe onlinepurchasesyou madeinNovember-December2009,please indicate anyproblemsyouhad while shipping online.,38%ofconsumers experienced someproblem!,8.Shippingmatters maybe morethanjust about anything,Checkoutchecklist,Make it easyfor customerstobuyfromtheproductdetailpageandevencategorypages,Enablecustomers to accessthecartfrom every page,Provide hints on thecheckoutpage whenconsumers forgettheirusernameand/orpassword,Ensurethatsecurityandprivacypoliciesareclear,Incorporateclearerrormessages,Letcustomers talktosomeoneifthey want(especiallyduring checkout!),Exposeshippinginformationearly,Enableguestcheckout,Jump to thenext boxwhen consumer fillinkeydata points(e.g.area code),Provide flexibility in paymentoptions,Merchandisethosepayment options,Don,tforcetheemailopt-in,Cross-sell simpleofferstoincreaseunitsper transaction,Test acrossdifferentbrowsers(includingmobile),Otherbest practices,Ability to togglebetween category andproduct detailpagesiscritical(siteshouldNOT merelyrely on customer using “back”button),When hitting,“,“back,”,” customersshouldbeabletogotothesectiononthepagelast viewed,NOT thetopofthe page(e.g.ifthe customer clickeditem95of96ona category page, thenwhenthey click theback button,ittakesthemtothebottom of thatpage),Site taxonomy shouldbecleartousers;productsshould be double-exposed if theyare likelytobesearchedinmultipledepartments,“Addtocart,”,”buttondefaultsto1anddoesn,tforcecustomerstoenter,“,“1,”,”,Verbiagedefiningcross-sellsisclear(e.g.,“,“wealsorecommend,”,”,“,“othercustomerswhoboughtthisitemalsopurchased,”,”,“,“youmayalsolike,”,”),Abilityto viewmaximumnumber of items(e.g. view all,or up to100items);ensurethatthat default issetfortheremainder of the session soconsumers do not have to resettheir preferenceforviewingitems in everysubsequent search,Visual accompaniments whererelevant(e.g. shoecharts,jewelry/ringsizing,Coachsbag,try itonfeature); provide scalewhere possible(especiallyimportant for jewelry oraccessories),Key eCommerce,trends in 2010,Recommendations,Agenda,Whatretailers needto thinkabout,Leveragecustomer ratings and reviews, and product sharing through social networks,Includebehavioral targetinginyourinteractivemarketing mix,Invest in mobile, but modestly (fornow); QAyour site across the majormobile browsers,Invest whererelevant infeatures like on-site videos todrive conversion,Considershipping internationally,Constantly monitor siteperformance,Ensure thatshippingrates are in line withshopperexpectations,Thank you,Sucharita Mulpuru,smulpuru,T TurnWebTrafficIntoSales -eCommerce Trends In2010,Matt Poepsel,VP of Performance Strategies, Compuware Gomez,The,Web,A,pplication Delivery Chain,TheChallenge OfDeliveringQualityWebExperiences,Inconsistent geo performance,Bad performance under load,Blocking content delivery,Incorrect geo-targeted content,Network peering problems,Outages,Configuration issues,Oversubscribed POP,Poor routing optimization,Low cache hit rate,Network peering problems,Bandwidth throttling,Inconsistent connectivity,Configuration errors,Application design issues,Code defects,Insufficient infrastructure,Network resource shortage,Faulty content transcoding,SMS routing / latency issues,Poorly performing JavaScript,Inconsistent CSS rendering,Browser/device incompatibility,Page size too big,Conflicting HTML tag support,Too many objects,Content not optimized for device,Low cache hit rate,Systems management tools: “OK”,user is NOT happy,“Outside-in” customer point of view,Test & monitor your site the way your customers use it:,What they do (key pages and transactions),Where they do it (geographic locations),How they do it (browsers and mobile devices),When they do it (normal and peak usage),Determine the impact on their behavior and your business,CustomerExpectations Are RisingForWeb& Mobile Applications,47%of consumersexpecta Web page to load in 2secondsor less,58% of mobile phone users expect websites to load almost as quickly or faster on their mobile phone than their PC,Mobile BrowsersShould Not Be Forgotten,Morgan Stanley predictsmobile userswill outnumberdesktopinternetusers within 4years,Source: Mary Meeker, Morgan Stanley,MajorDifference In MobileVsDesktop BrowserPerformance,iPad 3.2-18.7 sec.,Firefox 3.6.3 -,6.5 sec.,Internet Explorer 7.0 -,9.8 sec.,iPhone-43.0 sec.,“Fullwebsite”performancetestedonmobile browsers using WiFi,DifferentBrowsersOfferDifferent Performance,Source: Gomez Real-UserMonitoring,Real users aroundtheworld,Broadband,466M pages over30days,200+ sites,Measure YourCustomerExperienceByRegion,Atlanta,3.4Seconds,NewYork,2.7Seconds,Chicago,4.1Seconds,Dallas,4.3Seconds,LosAngeles,6.8Seconds,SanFrancisco,8.2Seconds,Howisyourconversion rateimpactedbyWebsiteresponsetime?,EnsureMobile Websites AndApplicationsPerformOptimallyUnderPeakTraffic Conditions,MobileWebsite,traffic exceeded expectations,and,overwhelmedmobileinfrastructure,leading to unbearably,slow loadtimes,Mobilesite,powered by 3,rd,party,TheMoreThingsChangetheMore theyStaytheSame,Questions,Reduced downtime,45%,Reduced seven-step transaction time by,50%,Increased conversions,10%,Validated decision to consolidate,three,data centers,Achieved under,3 second response time,and,99%+,availability,Reduced homepage load time from 11.3 seconds to,3.4,seconds,Improved page load times,23%,Saved,50%+,in staff and fees,GomezCustomersEnjoyMeasurableBenefits,Formoreinformation,visit,G,orcontact us at,+1781.778.2700,HowFastIsYour WebsiteAcross Browsers AndGeographies?,Free Gomez Multi-BrowserPerformanceTest,TestsWebpage response timeacross,Firefox 3.5& IE 7,NewYork,Seattle,Los Angeles&Chicago,9,、,静,静,夜,夜,四,四,无,无,邻,邻,，,，,荒,荒,居,居,旧,旧,业,业,贫,贫,。,。,。,。11,月,月-2211,月,月-22,Tuesday,November8,2022,10,、雨中,黄,黄叶树,，,，灯下,白,白头人,。,。15:22:4515:22:4515:22,11/8/20223:22:45PM,11,、以我独,沈,沈久，愧,君,君相见频,。,。11月-2215:22:4515:22,Nov-2208-Nov-22,12,、故人江,海,海别，几,度,度隔山川,。,。15:22:4515:22:4515:22,Tuesday,November 8,2022,13,、乍见翻疑,梦,梦，相悲各,问,问年。11月-2211月-2215:22:4515:22:45,November 8, 2022,14,、他,乡,乡生,白,白发,，,，旧,国,国见,青,青山,。,。08,十,十,一,一月20223:22:45,下,下午15:22:4511,月,月-22,15,、,比,比,不,不,了,了,得,得,就,就,不,不,比,比,，,，,得,得,不,不,到,到,的,的,就,就,不,不,要,要,。,。,。,。十,一,一,月,月223:22,下,下,午,午11,月,月-2215:22,November8,2022,16,、行动,出,出成果,，,，工作,出,出财富,。,。2022/11/815:22:4515:22:45,08November2022,17,、做前,，,，能够,环,环视四,周,周；做,时,时，你,只,只能或,者,者最好,沿,沿着以,脚,脚为起,点,点的射,线,线向前,。,。3:22:45 下,午,午3:22 下,午,午15:22:4511月-22,9,、没,有,有失,败,败，,只,只有,暂,暂时,停,停止,成,成功,！,！。11,月,月-2211,月,月-22,Tuesday,November8,2022,10,、很多事,情,情努力了,未,未必有结,果,果，但是,不,不努力却,什,什么改变,也,也没有。,。,。15:22:4515:22:4515:22,11/8/2022 3:22:45 PM,11,、,成,成,功,功,就,就,是,是,日,日,复,复,一,一,日,日,那,那,一,一,点,点,点,点,小,小,小,小,努,努,力,力,的,的,积,积,累,累,。,。,。,。11,月,月-2215:22:4515:22,Nov-2208-Nov-22,12,、,世,世,间,间,成,成,事,事,，,，,不,不,求,求,其,其,绝,绝,对,对,圆,圆,满,满,，,，,留,留,一,一,份,份,不,不,足,足,，,，,可,可,得,得,无,无,限,限,完,完,美,美,。,。,。,。15:22:4515:22:4515:22,Tuesday,November8,2022,13,、不,知,知香,积,积寺,，,，数,里,里入,云,云峰,。,。11,月,月-2211,月,月-2215:22:4515:22:45,November8,2022,14,、意志坚,强,强的人能,把,把世界放,在,在手中像,泥,泥块一样,任,任意揉捏,。,。08 十,一,一月 20223:22:45,下,下午15:22:4511月-22,15,、楚塞,三,三湘接,，,，荆门,九,九派通,。,。十一月223:22 下,午,午11月-2215:22,November8,2022,16,、少年,十,十五二,十,十时，,步,步行夺,得,得胡马,骑,骑。2022/11/815:22:4515:22:45,08November2022,17,、,空,空,山,山,新,新,雨,雨,后,后,，,，,天,天,气,气,晚,晚,来,来,秋,秋,。,。,。,。3:22:45,下,下,午,午3:22,下,下,午,午15:22:4511,月,月-22,9,、杨,柳,柳散,和,和风,，,，青,山,山澹,吾,吾虑,。,。11,月,月-2211,月,月-22,Tuesday,November8,2022,10,、阅,读,读一,切,切好,书,书如,同,同和,过,过去,最,最杰,出,出的,人,人谈,话,话。15:22:4515:22:4515:22,11/8/20223:22:45PM,11,、越是没,有,有本领的,就,就越加自,命,命不凡。11月-2215:22:4515:22,Nov-2208-Nov-22,12,、,越,越,是,是,无,无,能,能,的,的,人,人,，,，,越,越,喜,喜,欢,欢,挑,挑,剔,剔,别,别,人,人,的,的,错,错,儿,儿,。,。15:22:4515:22:4515:22,Tuesday,November8,2022,13,、知人者智,，,，自知者明,。,。胜人者有,力,力，自胜者,强,强。11月-2211月-2215:22:4515:22:45,November 8, 2022,14,、意,志,志坚,强,强的,人,人能,把,把世,界,界放,在,在手,中,中像,泥,泥块,一,一样,任,任意,揉,揉捏,。,。08,十,十,一,一月20223:22:45,下,下午15:22:4511,月,月-22,15,、最具,挑,挑战性,的,的挑战,莫,莫过于,提,提升自,我,我。十一月223:22 下,午,午11月-2215:22,November8,2022,16,、业余生活,要,要有意义，,不,不要越轨。2022/11/815:22:4515:22:45,08 November 2022,17,、,一,一,个,个,人,人,即,即,使,使,已,已,登,登,上,上,顶,顶,峰,峰,，,，,也,也,仍,仍,要,要,自,自,强,强,不,不,息,息,。,。3:22:45,下,下,午,午3:22,下,下,午,午15:22:4511,月,月-22,MOMODA POWERPOINT,Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus.,感,谢,谢,您,您,的,的,下,下,载,载,观,观,看,看,专,家,家,告,告,诉,诉,
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