Creating A Customer-Centric Website
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Retail TouchPoints' Retail Strategy & Planning Series session brought to you by Symantec #RSPS15
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Creating A Customer-Centric Website
- 4. #RSPS15 About Retail TouchPoints ü Launched in 2007 ü Over 30,000 retail subscribers ü To provide executives with relevant, insightful content across a variety of digital medium Sign up for our weekly newsletter: www.retailtouchpoints.com/subscribe
- 5. #RSPS15 Panelists Ryan Scheiber Crea%ve Director ROI•DNA @roidna Rachel Yokum Product Marke%ng Manager Symantec @symantec Mike Hay Senior Director of Strategic Marke%ng Intelligence ROI•DNA @roidna MODERATOR: Alicia Fiorle9a Senior Editor, Retail TouchPoints
- 6. DAT E PROJECT VERSIO N 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
- 7. Agenda PART 1: THE EVOLUTION OF THE PURCHASE FUNNEL PART 2: RAMIFICATIONS ON THE PURCHASE EXPERIENCE PART 3: DESIGN TO CONVERT
- 8. The Evolution of the Purchase Funnel PART 1:
- 9. Problems with the Old Funnel
- 10. 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)
- 11. …and they are informed Do you use the following content more or less than you did 3 years ago?
- 12. New Customer Funnel is a Loop Steve Hall “How Inbound Marke=ng Aligns with the New Purchase Loop) 2013
- 13. 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
- 14. Ramifications on the Purchase Experience PART 2:
- 15. 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
- 16. 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
- 17. 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
- 18. Personalization / Predictive Analytics Know your consumer before they arrive on your site
- 19. Design to Convert PART 3:
- 39. Thank You
- 40. Crea=ng a Customer-Centric Website Rachel Yokum Product Marke=ng Manager & Web Security Advocate
- 45. Who does it right? Copyright © 2015 Symantec Corpora=on 45 • Domain, brand & consumer protec=on • Security, privacy & trust • Data protec=on & transparency
- 46. How to do it wrong Copyright © 2015 Symantec Corpora=on 46 1. Bad news about trust 2. Poor showing in search results 3. Suspicion & blacklist for malware or phishing
- 49. Copyright © 2015 Symantec Corpora=on 49 1a. Replace your policy repository • Privacy statement • Security statement • Unsubscribe • Spam promise • Cookies policy • Do Not Track • Data handling Tell them How to do it right 1b. Organize the content & make it readable by actual customers (not just a9orneys) ROCKIN’ example: 2. Build how-to’s • How to know it’s really our site • How to know we sent that email 3. Leverage your compe=tors’ ideas
- 51. Copyright © 2015 Symantec Corpora=on 51 4. Discourage misbehavior • “We encrypt all stored passwords” • “How to create strong passwords” • “We scan for malware & vulnerabili=es” • Allow customer ra=ngs & social media shares: • Yelp, Angie’s List, DIY • FB likes, +1s, Tweet This, Pin It, etc. • Security audits, Breach readiness/response Tell them How to do it right
- 52. Copyright © 2015 Symantec Corpora=on 52 1. Keep it simple • Less is more • People read in an “F” pa9ern • Clear CTAs 2. Banners = Ads 3. Breadcrumbs & Exit path ligh=ng 4. Set for Scan • Bullets get read more than paragraphs • Use & repeat key words • Consistent style & usage Show them How to do it right
- 53. How to do it right Show them 5. Visitors respond posi=vely to Trust Seals – 88% of American online shoppers consider trust seals as important – 79% of shoppers expect to see a trust seal on a sites’ home page 6. Visitors respond posi=vely to EV green address bar – 60% of online shoppers feel increased sense of security – 50% of online shoppers complete their transac=on when used 7. Visitors prefer SSL & TLS-protected sites – Supported by EFF, OTA, CASC Copyright © 2015 Symantec Corpora=on 53
- 54. How to do it right Show them 5. Visitors respond posi=vely to Trust Seals – 88% of American online shoppers consider trust seals as important – 79% of shoppers expect to see a trust seal on a sites’ home page 6. Visitors respond posi=vely to EV green address bar – 60% of online shoppers feel increased sense of security – 50% of online shoppers complete their transac=on when used 7. Visitors prefer SSL & TLS-protected sites – Supported by EFF, OTA, CASC Copyright © 2015 Symantec Corpora=on 54
- 55. How to do it right Show them 5. Visitors respond posi=vely to Trust Seals – 88% of American online shoppers consider trust seals as important – 79% of shoppers expect to see a trust seal on a sites’ home page 6. Visitors respond posi=vely to EV green address bar – 60% of online shoppers feel increased sense of security – 50% of online shoppers complete their transac=on when used 7. Visitors prefer SSL & TLS-protected sites – Supported by EFF, OTA, CASC Copyright © 2015 Symantec Corpora=on 55
- 59. Top 3 Concerns of online shoppers Security Reliability Price ? 64% of identity theft originates online 83% of online users worry about their identity being stolen from an online purchase 59 Copyright © 2015 Symantec Corpora=on
- 60. Top 3 Concerns of online shoppers 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 60 Copyright © 2015 Symantec Corpora=on
- 61. Top 3 Concerns of online shoppers 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 61 Copyright © 2015 Symantec Corpora=on
- 62. Solu%ons? Security Reliability Price ? X 62 Copyright © 2015 Symantec Corpora=on
- 65. Ready to create a customer-centric site? 65 • Don’t accept the status quo • Scare away the wrong people! • Use our freebies! Download. Share. Ask others to share. They’re FREE Seal In Search plugin iden0tysafe.norton.com/download Website Security for Dummies 0nyurl.com/websitesecurityfordummies Internet Security Threat Report go.symantec.com/istr
- 67. #RSPS15 Q & A // Panelists Ryan Scheiber Crea%ve Director ROI•DNA @roidna Rachel Yokum Product Marke%ng Manager Symantec @symantec Mike Hay Senior Director of Strategic Marke%ng Intelligence ROI•DNA @roidna MODERATOR: Alicia Fiorle9a Senior Editor, Retail TouchPoints