prietenul meu, clientul - conferintele nationale de e-commerce, editia a ii-a

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Mulţumesc!(aplauze)

Pentru toti CLIENTII comertului online romanesc!!!

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Bune PracticiThank You Page

recapitulare*

*ianuarie - Budapesta, august - Scoala de Vara GPeC, octombrie - Cluj-Napoca

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Bune Practici pe Pagina de TY(recapitulare Scoala de Vara)

1. Pentru inceput pune un mare MULTUMESC pe respectiva pagina

2. Pune un link catre istoricul comenzilor, catre urmarirea AWB-ului (unde se poate)

3. Publica datele de contact pentru a reduce temerile proaspatului client, programul de lucru etc + marci de incredere

4. Fii creativ cu LOGO/BRAND-ul tau

5. Cere feedback, invita clientii sa se aboneze la Newsletter, invita-i sa le placa pagina de FB, sa se alature unui grup pe FB, sa dea share la comanda

6. Creaza acum un cont pentru client, explica beneficiile, vor vrea sa isi faca cont in acest moment, insa nu pentru ca e obligatoriu

7. Pagina de TY este un prim punct de contact unde sa-I spui clientului tips&tricks despre folosirea produsului cumparat, sa-i arati ce sa faca in caz de probleme, sa pui link-uri la forumuri sau un hepdesk

8. Pune linkuri catre cel mai bun content al tau (din blog: ghiduri, tutoriale, infografice etc), care iti vor crea o imagine de profesionist in mintea clientului (ghid video)

9. Poti afisa iarasi testimoniale, aratand cat de bine s-au simtit si alti clienti care au cumparat acelasi produs/serviciu (text, video)

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Pastrezi comunicarea cu CLIENTUL?

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Ave Caesar! Maria-sa CLIENTUL

• Veni• Vidi• Vici

• am Venit (pe site la tine)• am Vazut (ce oferte ai)• am Vumparat

• …si am plecat

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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E-Commerce Customer Journey(partial, doar finalul…)

• Shopping Cart (prezentarea de la Scoala de Vara)• Thank You page (prezentarea de la Scoala de Vara)• Am trimis produsul• A primit produsul• Descopera produsul• Foloseste produsul• Recomanda produsul• Se strica/repara produsul (se goleste/umple produsul)• Foloseste produsul• Arunca/doneaza produsul• Cauta un inlocuitor, mai nou, mai bun• Cumpara alt produs…

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

10/74 Un posibil scenariu de comunicare cu CLIENTUL

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Scenariu de Comunicare prin Email/SMS

• Am ales emailul ca instrument (sms)• Vorbim despre FTB – first time buyers

• Poti alege sa comunici sau nu..

• Poti sa comunici targetat sau netargetat printr-un simplu newsletter trimis la 100.000 de abonati

• !!! In fiecare pas explica ce va urma, si lasa loc pentru dezabonare de la acest serviciu

• .

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Iti multumesc! Esti cel mai bun CLIENT!

• Cand: imediat dupa plasarea comenzii• Focus: finalizarea procesului de comanda• Explicatii:

– Nu lasa procesul de comanda neterminat– Primul contact cu brandul, la nivel personal– Reducerea temerilor si a fricilor– Introdu sistemul de fidelizare, de puncte– Vezi si recomandarile de la TY page…

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Comanda ta a fost preluata! Cineva are grija de ea!

• Cand: imediat dupa alocarea comenzii unui consultant, nu mai mult de 24h de la primul email.

• Focus: reducerea temerilor clientului• Explicatii:

– Se poate trimite si SMS, este bine de dat un nume, datele de contact ale consultantului, un chip

– Modul de comunicare poate fi ales de client in ultimul pas din checkout

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Comanda ta a fost trimisa! Ajunge la tine maine!

• Cand: imediat dupa ce curierul a preluat coletul

• Focus: reducerea temerilor clientului• Explicatii:

– Se poate trimite si SMS, este bine de pus si numarul de AWB, dat contactul celui care va face livrarea, estimat un interval de timp

– Link catre o interfata unde poate verifica starea livrarii

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Ajuta-l pe CLIENT sa invete cum sa foloseasca produsul!

• Cand: 1- 3 zile dupa livrare• Focus: pur educational, fara vanzare• Explicatii:

– Devii expert in acel domeniu– Te declara altii expert (premii de excelenta)– Prima alegere pe viitor in domeniul x

• Manual in format PDF, ghiduri de folosire, filme, articole educationale din blogul companiei, testimoniale de folosire a produsului

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Ajuta-ne sa fim mai buni!

• Cand: 3-5 zile dupa livrare• Focus: survey despre serviciile tale• Explicatii:

– Noteaza toate departamentele (site, vanzari, livrare) care au interactionat cu clientul

– Explica ce vrei faci cu informatia– In caz de note mici, reactioneaza/remediaza

urgent (<24h)

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Ajuta-i pe ceilalti sa cumpere avizat! Evalueaza produsul!

• Cand: 7-10 zile dupa livrare• Focus: survey despre produs, soft sell• Explicatii:

– Noteaza beneficiile importante (pret, calitate)– Explica de ce vrei informatia asta– Recompenseaza recenzia (soft sell)– Obtine 30+ recenzii la (fiecare) produs

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Ai ramas fara? S-a consumat produsul? Vino sa mai iei!

• Cand: 30-60 zile dupa livrare (depinde de produs)

• Focus: transformare in client fidel• Explicatii:

– Reiterarea puterii brandului, de ce sa cumpere de la mine

– Avantaje pentru comenzi repetitive, discount pentru actiuni imediate

– Aduceti aminte de programele de fidelizare

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Regula 80 / 20 vazuta un pic altfel

• 20% din totalul clientilor vostri contribuie la 80% din totalul cifrei de afaceri

• 20% din 20% => 80% din 80%4% din clienti => 64% din total CA.

• 0.8% din clienti => 51.2% din total CA

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Salut! Ce mai faci? Readucere aminte

• Cand: 60-90 zile dupa livrare (+triggeri)• Focus: incurajarea celei de-a 2-a comenzi• Explicatii:

– Reiterarea puterii brandului, de ce sa cumpere de la mine

– Discount pentru actiuni imediate pe produse vizitate recent (triggeri: 2-3 zile de la vizita)

– Aduceti aminte de programele de fidelizare + trust

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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La multi ani! (nume, zi de nastere) Sarbatori Fericite!

• Cand: oricand, pe clienti cu vizite in preajma evenimentului respectiv

• Focus: incurajarea celei de-a N-a comenzi• Explicatii:

– Discount pentru actiuni imediate pe produse vizitate recent si/sau accesorizare (triggeri: 2-3 zile de la vizita) = push

– Programe de fidelizare + Trust/Brand– Oferte unice doar pentru acest client = push

• Bonus: soft sell/pull – scrisoare/felicitare + cadou (ceva simbolic) trimis acasa (pe cei 1%)

• Bonus2: de Craciun de trimis doar celor care au cumparat si anul trecut tot de Craciun

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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La final, cateva idei importante

• Emailurile trimise trebuie sa ajunga la client, sa fie targetate corect si sa aibe continut relevant

• Multi comercianti incurajeaza cheltuirea a 100 lei si apoi trimit discounturi.. Cum ar fi sa se intample asa ceva intr-un mod aleator?

• Trimiteti oferte “bomba” clientilor inactivi (perioada mare de inactivitate site/comenzi)

• Folositi triggere legate de vizita pe site (+3 zile de la vizita)

• Reactionati dupa feedback-ul negativ in sensul corectarii serviciilor oferite

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Multumesc!

Trimiteti-mi un email pentru prezentare.

• http://LiviuTaloi.ro• Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro• Sunt activ pe Twitter, Facebook, G+ etc.

–ECOMpedia.ro– http://twitter.com/ltaloi– http://www.facebook.com/ltaloi – http://slideshare.net/ltaloi/

mailto:Liviu.Taloi@SiteAudit.ro

mailto:Liviu@LiviuTaloi.ro

http://ecompedia.ro/

http://www.facebook.com/ltaloi

http://slideshare.net/ltaloi/

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

Prea putin timp alocat intrebarilor?Ai avut pe lista mai multe intrebari?

Intra online pe ECOMpedia.ro si pune intrebarea la care vrei raspuns usability, marketing, seo/ppc, platforme ecommerce

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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cel mai important site despre e-commerce din Romania

cel mai important eveniment

de e-commerce din Romania

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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Bibliografie - Surse• http://baymard.com/blog/order-confirmation-page• http://www.theistudio.com/muse/102/5-order-confirmation-tips• http://

www.practicalecommerce.com/articles/3842-Transactional-Emails-5-Secrets-to-Improve

• http://www.fourthsource.com/ecommerce/ecommerce-order-confirmation-emails-deserve-more-love-9815

• http://www.mineful.com/blog/5-tips-email-welcome-series.html• http://

www.practicalecommerce.com/articles/2296-5-Keys-to-Transactional-Emails-The-Yankee-Candle-Example-

• http://www.linkedin.com/today/post/article/20121002115903-17102372-the-real-implications-of-the-80-20-rule

• http://www.info.insitesoft.com/Insite-Software-Blog/bid/92147/5-Things-to-Include-on-an-E-Commerce-Shipping-Notification

• http://www.metakinetic.com/blog/2012/07/possibly-the-best-ecommerce-order-confirmation-email-ever/

• http://www.getelastic.com/post-purchase-anxiety/• http://www.getelastic.com/improving-order-tracking-usability/• http://www.getelastic.com/attracting-customer-reviews/• http://www.mineful.com/blog/rules-for-customer-retention.html• http://www.mineful.com/blog/strategic-plan-spreadsheet-for-automated-email.html• http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce#• http://blog.mailchimp.com/what-is-transactional-email/

http://baymard.com/blog/order-confirmation-page

http://www.theistudio.com/muse/102/5-order-confirmation-tips

http://www.practicalecommerce.com/articles/3842-Transactional-Emails-5-Secrets-to-Improve

http://www.fourthsource.com/ecommerce/ecommerce-order-confirmation-emails-deserve-more-love-9815

http://www.mineful.com/blog/5-tips-email-welcome-series.html

http://www.practicalecommerce.com/articles/2296-5-Keys-to-Transactional-Emails-The-Yankee-Candle-Example-

http://www.linkedin.com/today/post/article/20121002115903-17102372-the-real-implications-of-the-80-20-rule

http://www.info.insitesoft.com/Insite-Software-Blog/bid/92147/5-Things-to-Include-on-an-E-Commerce-Shipping-Notification

http://www.metakinetic.com/blog/2012/07/possibly-the-best-ecommerce-order-confirmation-email-ever/

http://www.getelastic.com/post-purchase-anxiety/

http://www.getelastic.com/improving-order-tracking-usability/

http://www.getelastic.com/attracting-customer-reviews/

http://www.mineful.com/blog/rules-for-customer-retention.html

http://www.mineful.com/blog/strategic-plan-spreadsheet-for-automated-email.html

http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce

http://blog.mailchimp.com/what-is-transactional-email/

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/

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About Liviu TALOI• Liviu Taloi was part of the team who worked for the most powerful Romanian online store –

eMag.ro during the first years of existence, where he was a PR Manager for 3 years.

• Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project Manager for each client, his main activities regarding: analyzing and solving usability and functionality problems, growing and optimizing conversion rate, testing consumers behavior with website optimizer tools, administrating all the departments of an online shop and creating online advertising/marketing campaigns, measuring the return of investment and other KPI’s.

• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania). Based on international standards, the purpose of usability tests was to identify main problems faced by regular users when they are trying to buy something online.

• In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops. Most of them are now leaders on their market niche.

• Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce workshops, being very appreciated by audience. He also writes articles and market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at the first Online workshops called “WebSell” – a series of 7 webinars regarding major problems of an online shop.

• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM (government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.