How to improve your e sales process
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How to improve your e-sales process?. comparative study and advise for an international cd shop chain. the main questions. Are you satisfied with the number of visitors on your web site? are you satisfied with your web sales ? do you know how to sell on the web?

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How to improve your e sales process

How to improve your e-sales process?

comparative study and advise

for an international cd shop chain


The main questions

the main questions

  • Are you satisfied with the number of visitors on your web site?

  • are you satisfied with your web sales?

  • do you know how to sell on the web?

  • what is the quality of your web site compared to those of your competitors?

  • how can your e-sales be improved?


The mission

the mission

  • my client was not satisfied with the sales through his site. He wanted to benchmark it - compared to competition - and wanted to know how to substantially improve the conversion ratio

  • we decided to measure my client’s site and those of 9 competitors, chosen by the client


Some measures

some measures

  • We always measure the quality of the e-selling process and relate the scores to the conversion ratio of the web shops

  • quality is measured in 16 success factors;

  • conversion ratio = sales / #unique visitors;

  • higher quality means higher conversion ratio


The success factors

the success factors

  • aggregation

  • advice

  • customization

  • quote

  • comparison

  • bargaining

  • decision

  • agreement

  • information

  • interaction

  • networking

  • selection

  • sensory experience

  • facilitation

  • adaptation

  • ubiquity


One example factor

one example factor

networking

to give (potential) customers the opportunity to learn from others about the quality of your offer.

this can be done in very different ways, such as providing test reports, information from earlier customers, or even creating an independant community.

For more information about the factors, contact me.


How to measure

how to measure?

The 16 success factors are measured with a checklist comprising over 180 questions.

This is usually done by experienced students or analysts.

If you like, you can do it yourself, using www.scanyours.com

be carefull: it’s a lot of work!


The checklist 2 example questions

The checklist (2 example questions)

question

(How) does the

supplier respond to

e-mail?

answers

scores

  • not at all

  • standard file (faq)

  • standard answer

  • personal answer

0

1

2

3

Does the site show

customers’

comments?

0

  • not at all

  • some

  • many, without links

  • many, with links

1

2

3


The scores

the scores

  • scores are measured per success factor

  • and expressed in % of max possible scores

  • for instance: 16 points out of 40 possible points on the factor sensory experience, results in a score of 40(%) on that factor.

    the quality of the e-sales process is expressed in a circle with 16 axes.


How to improve your e sales process

information

agr

the factors

interaction

networking

dec

sensory experience

fac

quo

ubiquity

20%

aggregation

bar

40%

example

score

of a sales

process

60%

adaptation

com

80%

cus

selection

100%

advise


Total scores

total scores

  • all individual shops are plotted in the circle

  • the first plot (dotted line) is the industry average

  • the next plots are ranked from highest to lowest overall scores


How to improve your e sales process

inf

agr

int

average

amazon

net

dec

shopping

cdworld

sen

fac

bestbuy

quo

cdnow

ubi

proxis

agg

cduniverse

bar

cdteleshop

ada

com

my client

cus

cdeurope

sel

adv


The conclusion

the conclusion

  • my client’s e-sales process appeared to be very weak compared to competition

  • also the conversion ratio (sales per unique visitor) was low, compared to competition.

  • Amazon’s ratio was 10 times higher!

what should my client do?


Now to strategy

now... to strategy

  • it appears that the sales processes in the cd shops are functionally quite comparable, but they do differ much in quality.

  • let’s change the presentation of the results in such a way that factors with high scores are on the left and factors with low scores on the right.


How to improve your e sales process

highest scores

lowest scores

sel

fac

agr

inf

quo

agg

ada

adv

bar

sen

net

int

ubi

com

cus

dec

amazon

cd world

cd now

shopping

bestbuy

cd universe

proxis

cd teleshop

my client

cd europe

>75

50+

40+

30+

20+

<20


What do we see

what do we see?

  • there are factors in which most shops score very well

  • there are factors in which only few shops - the leaders - have high scores but most have lower scores

  • there are factors unused that might give a competitive advantage


How to improve your e sales process

conditio sine

qua non

free area

highest scores

lowest scores

sel

fac

agr

inf

quo

agg

ada

adv

bar

sen

net

int

ubi

com

cus

dec

amazon

cd world

follow

the

leader

cd now

shopping

bestbuy

cd universe

proxis

cd teleshop

my client

cd europe

>75

50+

40+

30+

20+

<20


The advise 1

the advise (1)

  • improve functionality in factors

    • facilitation (ease of use)

    • agreement (payment system)

    • information (about the cds)

    • quote (clear presentation of order information)

  • just to keep up with the industry standard

do it quickly and without compromise


The advise 2

the advise (2)

  • improve functionality in factors

    • adaptation (of the interface)

    • aggregation (info about groups and concerts)

    • advise (which cds to buy)

  • but concider these as “nice to have”

not the highest priority


The advise 3

the advise (3)

  • find ways to offer new functionality in factors

    • comparison (of different cds)

    • customization (is really possible!)

    • decision (buying decision support)

  • to outperform competition

take your time to become an expert


This is how you improve your e sales process

This is how you improve your e-sales process

by Marcel Creemers

TransacSys Consult


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