Download - Creating A Customer-Centric Website
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AboutRetailTouchPointsü Launched in 2007
ü Over 30,000 retail subscribers
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Panelists
RyanScheiberCrea%veDirectorROI•DNA@roidna
RachelYokumProductMarke%ngManagerSymantec@symantec
MikeHaySeniorDirectorofStrategicMarke%ngIntelligenceROI•DNA@roidna
MODERATOR:AliciaFiorle9aSeniorEditor,RetailTouchPoints
DATE
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
41Copyright©2015SymantecCorpora=on
42
Source:eConsultancy,January2014
Copyright©2015SymantecCorpora=on
OurChoices
A. AcceptthestatusquoB. CreateaCustomer-Centric
Experience
Copyright©2015SymantecCorpora=on43
Whodoesitright?
Copyright©2015SymantecCorpora=on44
Whodoesitright?
Copyright©2015SymantecCorpora=on45
• Domain,brand&consumerprotec=on• Security,privacy&trust• Dataprotec=on&transparency
Howtodoitwrong
Copyright©2015SymantecCorpora=on46
1. Badnewsabouttrust2. Poorshowinginsearchresults3. Suspicion&blacklistfor
malwareorphishing
Howtodoitwrong
47
4. Securitywarnings5. Mispelings,,dummistake’s
andpoorpuncuta=on!!!
Copyright©2015SymantecCorpora=on
48
1. Tellthem
2. Showthem
Copyright©2015SymantecCorpora=on
Howtodoitright
Copyright©2015SymantecCorpora=on49
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
Copyright©2015SymantecCorpora=on50
Tellthem
Howtodoitright
Copyright©2015SymantecCorpora=on51
4. Discouragemisbehavior• “Weencryptallstoredpasswords”• “Howtocreatestrongpasswords”• “Wescanformalware&vulnerabili=es”• Allowcustomerra=ngs&socialmediashares:
• Yelp,Angie’sList,DIY• FBlikes,+1s,TweetThis,PinIt,etc.
• Securityaudits,Breachreadiness/response
Tellthem
Howtodoitright
Copyright©2015SymantecCorpora=on52
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
Copyright©2015SymantecCorpora=on53
HowtodoitrightShowthem
5. Visitorsrespondposi=velytoTrustSeals– 88%ofAmericanonlineshoppersconsidertrustsealsasimportant– 79%ofshoppersexpecttoseeatrustsealonasites’homepage
6. Visitorsrespondposi=velytoEVgreenaddressbar– 60%ofonlineshoppersfeelincreasedsenseofsecurity– 50%ofonlineshopperscompletetheirtransac=onwhenused
7. VisitorspreferSSL&TLS-protectedsites– SupportedbyEFF,OTA,CASC
Copyright©2015SymantecCorpora=on54
HowtodoitrightShowthem
5. Visitorsrespondposi=velytoTrustSeals– 88%ofAmericanonlineshoppersconsidertrustsealsasimportant– 79%ofshoppersexpecttoseeatrustsealonasites’homepage
6. Visitorsrespondposi=velytoEVgreenaddressbar– 60%ofonlineshoppersfeelincreasedsenseofsecurity– 50%ofonlineshopperscompletetheirtransac=onwhenused
7. VisitorspreferSSL&TLS-protectedsites– SupportedbyEFF,OTA,CASC
Copyright©2015SymantecCorpora=on55
Copyright©2015SymantecCorpora=on56
August6,2014
WebsiteEncryp%onorLackThereof
WillNowInfluenceGoogleSearchRankings
7nyurl.com/SSLDrivesTraffic
HowtodoitrightShowthem
Copyright©2015SymantecCorpora=on57
HowtodoitrightShowthem
Copyright©2015SymantecCorpora=on58
Howtodoitright
• …butwhataboutduringpurchaseanda.erpurchase?
Search
Land
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
59Copyright©2015SymantecCorpora=on
Top3Concernsofonlineshoppers
Security Reliability Price
? 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
83% of online users worry about their identity being stolen from an online purchase
60Copyright©2015SymantecCorpora=on
Top3Concernsofonlineshoppers
Security Reliability Price
? 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
83% of online users worry about their identity being stolen from an online purchase
61Copyright©2015SymantecCorpora=on
Solu%ons?
Security Reliability Price
? X62
Copyright©2015SymantecCorpora=on
IncompleteSolu%ons
Security Reliability Price
Preven%on
Resolu%on
XXX X?
63
Theytotallygetit
Security Reliability Price
Preven%on
Resolu%on
64
Readytocreateacustomer-centricsite?
65
• Don’tacceptthestatusquo
• Scareawaythewrongpeople!
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Let’stalk
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Call1-855-822-2827
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WebsiteSecurityforDummies0nyurl.com/websitesecurityfordummies
InternetSecurityThreatReportgo.symantec.com/istr
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Q&A//Panelists
RyanScheiberCrea%veDirectorROI•DNA@roidna
RachelYokumProductMarke%ngManagerSymantec@symantec
MikeHaySeniorDirectorofStrategicMarke%ngIntelligenceROI•DNA@roidna
MODERATOR:AliciaFiorle9aSeniorEditor,RetailTouchPoints
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