In week 5 we discussed the importance of a transition to sell your goods and services online in a market of changing customer expectations. We also investigated the importance of reducing perceived customer risk, and how you can ensure your customer that you will provide a reliable and secure online purchase process. Our guests from The Ark discussed their experience moving to an online store and what they learnt throughout the journey.

1. Decoding Digital
Week Five: Get Customers to Buy Online
1www.symphony3.com

2. How to engage with us by webinar
• Chat box
• Polls
• Twitter
– We will be answering questions during the session on Twitter. Contact us directly at
@Symphony3Think and/or use the hashtag #DigitalVic
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3. Where to contact us - #DigitalVic
• We will be answering questions every Friday via YouTube/Twitter/Google
Hangouts
• Tweet us directly @symphony3think or use #digitalvic in your tweet
• Post questions on Facebook: facebook.com/symphony3think
• decodingdigital@symphony3.com
• Connect with us on LinkedIn:
– Ryan Smith - http://au.linkedin.com/in/ryanplaylesmith
– Sohal Khatwani - http://www.linkedin.com/in/sohalkhatwani
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4. Webinar Schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and services
evaluation (May 28)
Week Five: Getting your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
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5. Today’s Session: Get Customers to Buy Online
1. Services vs. Products
2. What is online selling?
3. How to set up your website and sell worldwide?
4. Building trust with your customers
5. Increasing conversions
6. Usability trends
7. Selling with social media
8. Top takeaways
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6. Customer Journey
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7. How to our customers buy?
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8. Products vs. Services
Products:
Micro Goals
• View a product
• Share content/products
• Read blog
• Sign up for newsletter
• Create a membership account
Macro Goals
• Buy products!
Services:
Micro Goals
• View service pages
• Share content
• Read blog
• Sign up for newsletter
• Download files and PDFs
Macro Goals
• Make an online enquiry/booking
• Pay for services online (maybe)
• Fill out a form
• Call our office
• Send an email
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9. How to set up an online store?
There are a number of ecommerce software providers.
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10. How to set up online bookings and registrations?
There are a number of booking and event software providers.
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11. But ecommerce doesn’t have to be hard!
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12. Neither do online bookings!
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13. Is it difficult?
• Most eCommerce & booking providers do the work for you.
• Organise your content:
– Get good quality images of your products
– Have a description ready for your products and events
– Shipping and return times and policies
– Privacy of payment details
– How the customer can contact you if something goes wrong
• Consumer expectations are high – Be ready to provide responsive customer
service as much as possible
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14. Getting the best out of images
• Make sure your images are
high quality.
• If possible offer different
angles for prospects on your
website
• Name your images and add a
good description to each one
of them – Remember last
week SEO
• More info -
https://support.google.com/we
bmasters/answer/114016
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15. Make Your Website Human Friendly
1. People trust people – not a
website.
2. Show actual customer
testimonials and images of
people using your services
3. Show social proof on the
website.
4. Partner logos, associations,
services you use are all good
examples.
5. Have a good about page or
video. Simple but overlooked.
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16. Show Trust Certifications
• Make sure you site has a
green padlock to show trust.
• Including images on your site
showing that it is trustworthy
for customers to give their
credit cards.
• Most ecommerce providers
take care of this.
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Source: Complete Web Resources

17. Show Contact Information
• Clearly show contact information like email and phone
• Show times available
• Offer live chat
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18. Optimise the shopping cart
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MAKE BUY
BUTTONS
BIGGER
SHOW SHIPPING
TIME
OFFER
MULTIPLE
PAYMENT
OPTIONS
SHOW CLEAR
CUSTOMER
SUPPORT
NUMBERS
MAKE THE
TOTAL PRICE
BIGGER TEXT
SHOW TRUST
BUTTONS

19. Make your forms easy
• Keep forms short. Don’t ask for too much information.
• Allow customers to check out without signing up.
• Make buttons bigger and clear to understand.
• Show steps to check out
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20. Make your forms easy
• Keep forms short. Don’t ask for too much information.
• Allow customers to check out without signing up.
• Make buttons bigger and clear to understand.
• Show steps to check out
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21. Take processes online
• Selling online does not only
mean selling products. You
could get people to fill out an
quote form that does the
calculations which saves you
time and money.
• The same selling principles
apply.
– Build Trust
– Clearly show contact information
– Make web forms easy
– Highlight your USP – Free
shipping, free quote, etc
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22. Take processes online (cont.)
• Selling online does not only
mean selling products. You
could get people to fill out an
registration form that lets
them book into events
• Again - the same selling
principles apply.
– Build Trust
– Clearly show contact information
– Make web forms easy
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BUILD TRUST
PRE-FILL
FORMS
MAIN
INFORMATION

23. What about mobile or tablets?
• Customers expect to be able
to access your site via
mobiles or tablets. Make sure
your site works well on all
devices.
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24. Optimise the experience on mobiles and tablets!
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THE SAME
PRINCIPLES
OF
CONVERSION
APPLY
EASY TO FIND
CONTENT
BIGGER
BUTTONS
CLEAR
PRICING
SHOW
BENEFITS

25. Minimise Consumer Risks
• It’s important to be clear on your policies and set your customer expectations to
minimise their perceived risks
• Be clear on:
– Shipping and return times and policies
– Privacy of payment details
– How the customer can contact you if something goes wrong
• Consumer expectations are high – provide responsive customer service as much
as possible
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26. The Ark
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27. 1. Flat UI
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http://blog.crazyegg.com/2014/01/24/flat-design-responsive-site/
http://thedesigninspiration.com/articles/25-best-examples-of-flat-ui-design-websites/
http://gizmodo.com/what-is-flat-design-508963228
http://builtwithbootstrap.com/tagged/featured

28. 2. Mobile First
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http://www.worldwildlife.org/

29. 3. Less Text
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http://www.theark.com.au/

30. 4. Minimalist navigation
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http://irishchamber.com.au/

31. 5. More storytelling
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http://www.theguardian.com/world/interactive/2013/may/26/fires
torm-bushfire-dunalley-holmes-family

32. 6. More video backgrounds
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Storytelling https://econsultancy.com/blog/63861-12-wonderful-examples-of-
immersive-online-storytelling

33. 7. Richer Content Experiences
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Responsive design

34. 8. More social media integration
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http://www..sbs.com.au

35. 9. Making the most of one page
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http://zoomtv.indiatimes.com/

36. 10. Hyper colour/monochromatic design
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http://www.fitbit.com/au

37. 11. Scrolling pages
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38. 12. Static Navigation
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http://www.awwwards.com/

39. 13. Bigger Images
http://beconsumed.southaustralia.com/
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40. Selling with Social Media
• Social media provides opportunities to drive traffic back to your website and
convert sales
• Use social media to promote products/services:
– New releases
– Sales
– Featured products
– Short term offers
– Create a story
– Deliver more detail
– Personalise the product/service
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41. Communicating with Social Media
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42. Facebook
• Provide more personal, detailed information about products
• Create a story
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43. Pinterest
• Turn your products into ‘pins’
• Users can re-pin and share your
images
• Link images back to your website
products
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44. Pinterest
• Fans may also create their own ‘boards’ including your products
• Many users have pinned images of their favourite customised KeepCups
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45. Instagram
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46. Engagement
• Forrester research from Q1 2014 has indicated Instagram is receiving very high
levels of engagement compared to other social networks
• Instagram still has a simple interface and simple, digestible content
• How can you engage your audience with content on Instagram?
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47. Deliver your services online – Google Helpouts
• Google Helpouts allow you to sell your services online and deliver them one-on-
one via video conferencing
• Allows you to build sales leads, receive customer reviews and position yourself
as an expert
• No limits on the geography of your clientele – select your own availability
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48. Top 5 Takeaways
1. Allow your customers to buy online with a simple online platform
2. Develop quality content (including images and videos) about your
products/services
3. Develop policy and procedure around your online commerce – reduce perceived
customer risk
4. Identify which social networks will help you promote your offering
5. Communicate your offering to the world
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49. Have your say
Tweet your questions with the hashtag: #DigitalVic
Tweet us at @Symphony3Think
Contact us at: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us at: decodingdigital@symphony3.com
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50. Weekly Q&A
Every Friday 12:30 – 1pm
YouTube / Google Hangout Q&A session
Send us your questions before Friday to have them answered!
Tweet your questions with the hashtag: #DigitalVic
Tweet us: @Symphony3Think
Facebook us: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us : decodingdigital@symphony3.com
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51. Next Week: How to support your customers online
Same time next week!
Wednesday June 11: 12:30-1:30pm
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