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Strategy Recommendation

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This week (1st March 12) I conducted a site analysis for an existing home appliances store.  The following shows my findings – I’m not going to disclose who the client was for confidentiality reasons.  From this you can see the type of analysis I can perform for your business or clients.  The study included many pages of analysis before this final summary chapter, which involved stating the aims, competitors, SEO and Google analytics study, a full user experience study through to end of cart and receipt of goods, hosting and platform, and short and long-term strategy recommendations:

 

Only the summary recommendations are listed here:

DELIVERY & PRICE

  • Offer competitive delivered price - this is very important in the online electronics sector and communicating free/low delivery cost in search listings and aggregator site listings such as www.myshopping.com.au and getprice.com.au

  • Add a ‘shipping’ tab to main nav and communicate delivery information up-front, not only in the after sale confirmation email

  • Offer free Metro areas delivery and advertise this on all types of search listings – paid and organic *

  • Improve user experience and delivery price communication by addition of ‘enter your delivery postcode’ at the top of the template as well as other usability recommendations (not shown here) for a smoother land to cart journey

  • Listings to be improved by adding an RRP, and delivery cost against each item in the listing, with a total delivered cost shown.

SITE DESIGN & CONTENT

  • Fix issues with current site i.e. remove any departments which don’t have products i.e. power tools, front loading washing machines etc

  • Reorganise or remove ‘garage sale’ as this cheapens the site and makes no sense against other departments

  • Improve the product filter to include not just brand, and price, but size (width, height, depth), (for TV’s for example – screen size and whether it’s full HD or not – these are product dependant filters. Energy rating, colour, hinge side etc.

  • Use header area better i.e. remove ‘daily deals’ ad and instead show actual deals for the day on the homepage – either in the header or a rotating sushi-train beloe the header

  • Optimise SEO through addition of product reviews by data capture from follow up 1-month email

  • Optimise SEO on a product by product basis

  • Improve on-site search e.g. a brand and model number could be improved with predictive typing

EDM’S

  • Follow up email at 1-month - Information from this email should be used to populate the product reviews which in turn improves SEO, and a short 3-question survey and comment used to improve the business service. The review can also optionally be posted to Facebook, where all friends of the customer will see that they bought a product and rated it and the service of [Company name] highly. This is free marketing after set up and could provide traffic and conversions to the site, as word of mouth is the strongest persuasion.

  • EDM ‘flavours’ – daily deals, one for each department e.g.’camera’s’, general monthly EDM, each with own subscribe and unsubscribe so customers can join andunjoin as they are in the market for different product types

  • A site wish-list and wish-list EDM reminder

  • EDM cart reminder for any items left in the cart around a week later

SEARCH ENGINE MARKETING

LONG TERM STRATEGY

  • Optimise for mobile - Separate iPad and iPhone/android sites – To be considered with an individual UX design for each

*This recommendation is dependant on the business-logistics structure, however Big Brown Box experienced financial difficulty through offering free delivery across Australia (because non-metro delivery is far more expensive), and Appliances Online offer free Metro delivery which seems to work well for them, however they do have their own logistics network and warehouses in every major city.

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