creating a customer-centric website

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AboutRetailTouchPointsü  Launched in 2007

ü Over 30,000 retail subscribers

ü  To provide executives with relevant, insightful content across a variety of digital medium

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Panelists

RyanScheiberCrea%veDirectorROI•DNA@roidna

RachelYokumProductMarke%ngManagerSymantec@symantec

MikeHaySeniorDirectorofStrategicMarke%ngIntelligenceROI•DNA@roidna

MODERATOR:AliciaFiorle9aSeniorEditor,RetailTouchPoints

PROJECT VERSION

9/10/15 NSG TALK

BUILDING THE BEST PURCHASE AND SHOPPING CART EXPERIENCE

RYAN SCHEIBER CREATIVE DIRECTOR

MIKE HAY SENIOR DIRECTOR OF STRATEGIC MARKETING INTELLIGENCE

Agenda

PART 1: THE EVOLUTION OF THE PURCHASE FUNNEL PART 2: RAMIFICATIONS ON THE PURCHASE EXPERIENCE PART 3: DESIGN TO CONVERT

The Evolution of the Purchase Funnel PART 1:

Problems with the Old Funnel

Customers today aren’t linear

87% of consumers travel a more complex and Less vertical or linear path to making a purchase.

(Study conducted by Latitude (latd.com) with About.com)

…and they are informed

Do you use the following content more or less than you did 3 years ago?

New Customer Funnel is a Loop

SteveHall“HowInboundMarke=ngAlignswiththeNewPurchaseLoop)2013

Implications for the Shopping Cart Experience

Designing a shopping experience based on the old funnel will likely result in missed conversion opportunities Users can enter the shopping cart funnel at any stage – can’t count on users traveling through your site in a sequential fashion Emphasis on social media and peer reviews Earned media and content marketing

Ramifications on the Purchase Experience PART 2:

Designing a Customer Shopping Experience that Fits the New Consumer

Must Incorporate: 1.  Select Best Practices 2.  Testing and Optimization Strategy 3.  Personalization/Predictive Analytics

Select Best Practices

Checkout process should represent your brand as well as the homepage (or as much as possible) Emphasis on visual clarity on the stages of the checkout process Guest checkout and/or registration post-purchase is even more important Trust signals should be prevalent on as many stages as possible within the process

Testing and Optimization

Move from reactive to proactive approach to developing a positive customer experience Better adapt to the multitude of consumer segments Move consumers through the purchase process more efficiently

Personalization / Predictive Analytics

Know your consumer before they arrive on your site

Design to Convert PART 3:

Thank You

Crea=ngaCustomer-CentricWebsite

RachelYokumProductMarke=ngManager&WebSecurityAdvocate

Source:eConsultancy,January2014

OurChoices

A.  AcceptthestatusquoB.  CreateaCustomer-Centric

Experience

Whodoesitright?

•  Domain,brand&consumerprotec=on•  Security,privacy&trust•  Dataprotec=on&transparency

Howtodoitwrong

1.  Badnewsabouttrust2.  Poorshowinginsearchresults3.  Suspicion&blacklistfor

malwareorphishing

Howtodoitwrong

4.  Securitywarnings5.  Mispelings,,dummistake’s

andpoorpuncuta=on!!!

1.  Tellthem

2.  Showthem

Howtodoitright

1a.Replaceyourpolicyrepository•  Privacystatement•  Securitystatement•  Unsubscribe•  Spampromise•  Cookiespolicy•  DoNotTrack•  Datahandling

Tellthem

Howtodoitright

1b.Organizethecontent&makeitreadablebyactualcustomers(notjusta9orneys)

ROCKIN’example:

2.  Buildhow-to’s•  Howtoknowit’sreallyoursite•  Howtoknowwesentthatemail

3.  Leverageyourcompe=tors’ideas

Tellthem

Howtodoitright

4.  Discouragemisbehavior•  “Weencryptallstoredpasswords”•  “Howtocreatestrongpasswords”•  “Wescanformalware&vulnerabili=es”•  Allowcustomerra=ngs&socialmediashares:

•  Yelp,Angie’sList,DIY•  FBlikes,+1s,TweetThis,PinIt,etc.

•  Securityaudits,Breachreadiness/response

Tellthem

Howtodoitright

1.  Keepitsimple•  Lessismore•  Peoplereadin

an“F”pa9ern•  ClearCTAs

2.  Banners=Ads

3.  Breadcrumbs&Exitpathligh=ng

4.  SetforScan•  Bulletsgetread

morethanparagraphs•  Use&repeatkeywords•  Consistentstyle&usage

Showthem

Howtodoitright

HowtodoitrightShowthem

5.  Visitorsrespondposi=velytoTrustSeals–  88%ofAmericanonlineshoppersconsidertrustsealsasimportant–  79%ofshoppersexpecttoseeatrustsealonasites’homepage

6.  Visitorsrespondposi=velytoEVgreenaddressbar–  60%ofonlineshoppersfeelincreasedsenseofsecurity–  50%ofonlineshopperscompletetheirtransac=onwhenused

7.  VisitorspreferSSL&TLS-protectedsites–  SupportedbyEFF,OTA,CASC

August6,2014

WebsiteEncryp%onorLackThereof

WillNowInfluenceGoogleSearchRankings

7nyurl.com/SSLDrivesTraffic

Howtodoitright

•  …butwhataboutduringpurchaseanda.erpurchase?

Search

Interact

Top3Concernsofonlineshoppers

Security Reliability Price

? 64% of identity theft originates online

83% of online users worry about their identity being stolen from an online purchase

? 61% of all complaints are for merchant non-performance

92% of shoppers have concerns when shopping on new and unknown websites

64% of identity theft originates online

? 45% of shoppers view price as most important

61% of all complaints are for merchant non-performance

92% of shoppers have concerns when shopping on new and unknown websites

64% of identity theft originates online

Solu%ons?

IncompleteSolu%ons

Preven%on

Resolu%on

XXX X?

Theytotallygetit

Preven%on

Resolu%on

Readytocreateacustomer-centricsite?

•  Don’tacceptthestatusquo

•  Scareawaythewrongpeople!

•  Useourfreebies!

Download.Share.Askotherstoshare.

They’reFREE

SealInSearchpluginiden0tysafe.norton.com/download

WebsiteSecurityforDummies0nyurl.com/websitesecurityfordummies

InternetSecurityThreatReportgo.symantec.com/istr

Let’stalk

Call1-855-822-2827

Clicknortonshoppingguarantee.

symantec.com/seller_solu%ons

SendNortonShoppingGuarantee@symantec.com

Download.Share.Askotherstoshare.

They’reFREE

SealInSearchpluginiden0tysafe.norton.com/download

WebsiteSecurityforDummies0nyurl.com/websitesecurityfordummies

InternetSecurityThreatReportgo.symantec.com/istr

#RSPS15

Q&A//Panelists

RyanScheiberCrea%veDirectorROI•DNA@roidna

RachelYokumProductMarke%ngManagerSymantec@symantec

MikeHaySeniorDirectorofStrategicMarke%ngIntelligenceROI•DNA@roidna

MODERATOR:AliciaFiorle9aSeniorEditor,RetailTouchPoints

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