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Retail & Consumer Goods
The Online Customer Lifecycle &
Best Practices Report
Content
Our Company
We are data-driven management consulting firm focusing on engagements in marketing,
customer care, and sales-related functions across select industries...
Functions Focused On...
Telecommunications
Financial Services
Marketing
Marketing
Focus
Sectors
Business
Intelligence
Customer
Care
Sales
Real Estate
Transportation
Government
Forte Consultancy Group. All Rights Protected and Reserved.
Istanbul
Office
Dubai
Office
Countries Practiced In
Forte Consultancy Group. All Rights Protected and Reserved.
(Turkey, Romania, Croatia, Saudi Arabia, UAE, South Africa, Azerbaijan, Kazakhstan, Lesotho, Burundi, Zimbabwe)
Content
LOYAL
PURCHASED
INTERESTED
UNAWARE
We identify amount of
customers and prospects in each
stage and define targets as basis
for strategic priorities.
AWARE
Visited
Subscribed
Viewed Item
Added Item
Abandoned Site
Abandoned Cart
Returned Goods
Bounced Payment
Paid
Initiated Payment
Initiated Check-out
Visited
Subscribed
Around 40% of
customers have 1
and out behavior.
Abandoned Site
Viewed Item
Overall cart
abandonment rate
is around 60%.
Only 9% of visits
end up in carts.
Added Item
Abandoned Cart
Returned Goods
80% of online
customers do
not have repeat
orders.
Bounced Payment
Initiated Check-out
Over 50% of
check-outs are
abandoned.
Paid
Initiated Payment
Source: MarketLive Performance Index
Decision Quality
Mature Decisions
Well-Informed
Stage
Impromptu
Stage
Guesswork
Stage
Free Fall
Stage
Maturity
Forte Consultancy Group. All Rights Protected and Reserved.
Content
Customer Segmentation
Most leading retail and eCommerce companies leverage customer insights in
their operations, using various tools, such as customer segmentation
Purchase Behavior
Needs
Demographics
Category Behavior
Office Administrator
Brand Aspirationals
Price Value Shoppers
Trendy Quality Seekers
Price Sensitive Affluents
One Stop Shoppers
Conscientious Objectors
Social Shoppers
Business Reseller
Value-Seeking
Institutional Buyer
Foodservice Entrepreneur
Traditional Club Shopper
Demanding / Experiential
Shopper
Variety-Seeking
Brand-Seeking
Simplicity-Seeking
Discovery-Seeking
Quality-Seeking
Active Boomer
Sample
11
Differentiation of Corporate
vs. Individual Registration
Sample
Forte Consultancy Group. All Rights Protected and Reserved.
12
13
Sample
Seasonal search engine optimization for shopping keyword would result in higher ROI.
Search keyword analysis, as well as traffic source/destination analyses can have substantial impact
on visibility of online stores.
Forte Consultancy Group. All Rights Protected and Reserved.
14
Objectives
Create Visits
Visited
Sample KPIs
Number of Visits per Month
Unique Visitor Count per Month
Advertising Cost per Visitor
% of Visitors Bookmarked Site
Page Rank of Homepage
Guidelines
Use search
engine
optimization
using traffic
insights
Customize
acquisition
approach by
prospect
segment
Utilize
variety of
acquisition
channels
Provide
additional
reasons for
visiting site
15
Sample Practice
Fast and easy accessibility from search engines can substantially improve
visibility and traffic of online stores
Sample Case
Use search engine
optimization using
traffic insights
In addition to traditional
SEO for keywords
searched, various Google
tools are available
towards increasing web
site accessibility, hence
traffic
In addition to traditional SEO tools, RadioShack uses searchwithin-a-search option of Google to increase accessibility of its
products.
16
Sample Practice
Providing alternative means for visit attracts prospects with certain
channel habits
Sample Case
Utilize variety of
acquisition channels
17
Sample Practice
Visibility in relevant web pages increases brand awareness and interest
Sample Case
Utilize variety of
acquisition channels
18
Sample Practice
Partner and customer involvement in acquisition allows further and
faster penetration
Sample Case
Utilize variety of
acquisition channels
19
Sample Practice
Involvement of partners in acquisition requires well-defined commission
and support programs
Sample Case
Utilize variety of
acquisition channels
Motivation of affiliates
requires both monetary
and non-monetary
benefits
20
Sample Practice
Acquisition of traditional customers with limited web surfing behavior
requires visibility across traditional channels
Sample Case
Utilize variety of
acquisition channels
21
Sample Practice
Coalition with online and traditional retailers can result in access to
wider prospect base
Sample Case
Utilize variety of
acquisition channels
22
Sample Practice
Customized content and merchandising by segment increases interest
and likelihood of word of mouth in targeted segments
Sample Case
Customize
acquisition approach
by prospect segment
23
Sample Practice
Lifestyle and interests of customers can be also leveraged to attract
visitors to site
Sample Case
Customize
acquisition approach
by prospect segment
It is possible to attract
visitors by understanding
what else they are
interested in, and
leveraging relevant
lifestyle concepts
24
Sample Practice
Focusing beyond products and providing additional value for customers
can attract first visit to site for many prospects
Sample Case
Provide additional
reasons for visiting
site
25
Objectives
Subscribe Visitors
Subscribed
Visited
Sample KPIs
Subscriber / Visitor Ratio
Total Unique Subscriber Count
Number of Subscriptions per Month
% of Subscribers with Full Data
Duration From Visit to Subscription
Guidelines
Call to
action for
subscription
on landing
page
Provide
immediate
value add
for
subscription
Make
subscription
fast and
convenient
Promote
competitive
value
propositions
26
Sample Practice
Motivating customers to subscribe from first sight can substantially
increase subscription rates
Sample Case
Call to action for
subscription on
landing page
27
Sample Practice
Customer registration process is a key one, which should collect enough
information to know and communicate with the customer yet still stay
convenient and fast
Sample Case
Make subscription
fast and convenient
Multi-step registration
and drip irrigation
techniques are effective in
collecting customer
information without
causing irritation
28
Sample Practice
Content personalization is not only a good value proposition for
subscription, but can also increase loyalty once registered
Sample Case
Provide immediate
value add for
subscription
Customization of content
by customer and
maintenance of customer
generated content create
additional reasons for
subscription
29
Sample Practice
Building community interactions on-site can motivate interactive visitors
to subscription
Sample Case
Provide immediate
value add for
subscription
30
Sample Practice
Providing variety of communities facilitate interaction between different
types of people, attracting a greater variety of prospects
Sample Case
Provide immediate
value add for
subscription
Communities developed
around different topics of
interest attract prospects
from different
backgrounds and with
different needs
31
Sample Practice
A more basic value add is direct discount or promotions for initial
subscription of first purchase
Sample Case
Provide immediate
value add for
subscription
32
Sample Practice
Having a unique value offering, such as lowest prices is an ultimate magnet
for prospects
Sample Case
Promote competitive
value propositions
33
Sample Practice
Unique value propositions focusing on various customer needs can
become the reason for subscription
Sample Case
Promote competitive
value propositions
Competitive value
propositions can focus not
only on the products or
prices themselves, but in
the way they are
packaged or delivered
34
Sample Practice
Over 70% of customers are interested in in-store pickup service, which can
differentiate multi-channel retailers against pure eCommerce players
Sample Case
Promote competitive
value propositions
35
Objectives
Create Interest in Items
Subscribed
Viewed Item
Sample KPIs
Number of Items Viewed per Visit
Number of Items Viewed per Subscriber
% of Subscribers Viewing Items
Number of Categories Viewed per Subs.
% of Items Not Viewed for Long Time
Guidelines
Use
effective
and
alternative
categories
for items
Provide
ability to
search with
alternate
means
Pro-actively
recommend
items
Provide
creative and
instructive
item views
36
Sample Practice
Using alternative categorization schemas for items increase usability and
are proven to increase conversion rates by 34%
Sample Case
Use effective and
alternative
categories for items
Providing alternative
categorizations for
products let customers
reach out to searched
items faster and easier
37
Sample Practice
Pro-active recommendations increase cross-sales rates and provide ability to
push higher profit items while providing convenience for customers
Sample Case
Pro-actively
recommend items
Customer specific
recommendation requires
understanding of
associations between
products as well as
customers needs and
preferences
38
Sample Practice
An effective site search function has substantial impact on accessibility
of items, increasing conversion rates by 40%
Sample Case
Provide ability to
search with
alternate means
39
Sample Practice
Site search is also an effective means for gathering additional
information about customers preferences, which can be used to provide
further recommendations
Sample Case
Provide ability to
search with
alternate means
Customers reveal
important information
about themselves when
searching for items, which
should be effectively
leveraged
40
Sample Practice
Information provided about products and how they are represented also
have significant impact on customers likelihood of viewing items
Sample Case
Provide creative and
instructive item
views
Providing detailed
information in a creative
way increases preference
for site over alternatives,
even if products are
available in other sites as
well
41
Objectives
Create Purchase Intent
Viewed Item
Added Item
Sample KPIs
% of Views Resulting in Item Add
Number of Items per Cart
Value per Added Item
% of Items Viewed but not Added Freq.
% of Subscribers Viewing Items Only
Guidelines
Follow-up
and
promote
viewed
items
purchase
Identify and
act on
subscribers
using site
for viewing
only
Follow-up
interest in
out-of-stock
items
Translate
interest into
wish lists for
future
purchase
42
Sample Practice
Products which are easiest to sell are the ones already viewed by
customers, where pro-active actions can have immediate impact
Sample Case
Follow-up and
promote viewed
items purchase
43
Sample Practice
Subscribers who frequently view products but do not purchase any are
likely to be using other providers for purchases, who can be motivated
by extra value offerings
Sample Case
Identify and act on
subscribers using
site for viewing only
44
Sample Practice
Customers who were interested in out-of-stock items are the most likely
targets for these items after replenishment
Sample Case
Follow-up interest in
out-of-stock items
45
Sample Practice
Wish lists and gift registries translate interest into purchase, even if the
customer is not willing to buy for himself/herself
Sample Case
Translate interest
into wish lists for
future purchase
46
Objectives
Create Check-out Intent
Added Item
Init. Check-out
Sample KPIs
% of Item Adds Abandoned
% of Item Adds Removed
% of Cart Value Proceeded to Checkout
Average Item Time in Cart
Average Time to Checkout
Guidelines
Provide one
click checkout
Cross-sell
before
check-out
Make single
item
purchase
faster
Make added
items
accessible
even if
abandoned
site
47
Sample Practice
One click check-out minimizes the time to proceed, leaving less time for
customer to change his/her mind while providing convenience
Sample Case
Provide one click
check-out
48
Sample Practice
Single item purchase should be even easier, using already provided
information about customer
Sample Case
Make single item
purchase faster
49
Sample Practice
Shopping cart based recommendations before checkout are effective
ways to motivate impulsive purchase before final action
Sample Case
Cross-sell before
check-out
Recommendations based
on current shopping cart
and not only the customer
history ensure relevance
for both the customer and
the occasion
50
Sample Practice
For customers who will review alternative sites or products, providing
access to items selected earlier can trigger sales in next visit
Sample Case
Make added items
accessible even if
abandoned site
Providing ability to
register selected items
increases likelihood of
purchase later if customer
will abandon cart in
current occasion
51
Objectives
Avoid Abandonment
Init. Check-out
Initiated Payment
Sample KPIs
% of Check-outs Abandoned
% of Potential Value Abandoned
% of Abandoned Carts Purchased Later
% of Abandonment to Competitor Site
% of Subscribers with Abandoned Carts
Guidelines
Provide
convenience
and speed
in checkout
Remind and
follow up
abandoned
cart
Motivate
abandoned
cart
purchase
with
benefits
Make cart
available in
next visit if
abandoned
52
Sample Practice
An easy and fast checkout step decreases likelihood of abandonment at
this very last stage
Sample Case
Provide convenience
and speed in
checkout
53
Sample Practice
For customers with abandoned carts, reminder e-mails can refresh
interest
Sample Case
Remind and follow
up abandoned cart
Detailed information
about and direct access to
checkout in targeted emails can facilitate
completion of
transaction
54
Sample Practice
Providing extra benefits for checking out abandoned cart can motivate
this transaction
Sample Case
Motivate abandoned
cart purchase with
benefits
55
Sample Practice
Keeping cart available for certain duration ensures saving losses due to
technical problems or customers forgetting about their carts
Sample Case
Make cart available
in next visit if
abandoned
56
Objectives
Ensure Payment
Initiated Payment
Paid
Sample KPIs
% of Payments Bounced
% of Potential Value Bounced
% of Bounced Payments Abandoned
Payment Attempts per Purchase
Number of Fraudulent Cases Identified
Guidelines
Provide
alternative
means for
payment
Ensure and
promote
payment
security
Keep
customers
informed
about
payment
process
Follow-up
and recover
failed
payments
57
Sample Practice
Providing alternatives to bank transfers and credit cards can decrease
likelihood of defecting in case of payment problems
Sample Case
Provide alternative
means for payment
Installments and no
upfront payments are
effective for customers
with limited liquidity at
time of purchase
58
Sample Practice
Providing gift cards as payment alternatives can even attract those who
do not usually shop online
Sample Case
Provide alternative
means for payment
59
Sample Practice
Payment security is one of the key concerns about online shoppers,
where confidence can ensure purchase completion
Sample Case
Ensure and promote
payment security
Guarantee offerings,
backed up with security
certification can
differentiate online stores
in a highly sensitive area
60
Sample Practice
Providing information about the payment status and details increases
reliability while prompting immediate action in case of problems
Sample Case
Keep customers
informed about
payment process
61
Sample Practice
In case of failures in authorization of payments, follow-up and pro-active
recommendation of alternatives are critical
Sample Case
Follow-up and
recover failed
payments
Convenience, alternative
options and immediate
response in payment
failure can avoid loss of
sales
62
Objectives
Create Repeat Visits
Paid
Visited
Sample KPIs
% of Subscribers with 2 Purchases
% of Subscribers with >2 Purchases
% of Subscribers with >1 Visit
% of High Value Loyalists
% of Subscribers with Returned Goods
Guidelines
Regularly
provide new
content and
offerings
Provide
value add
for repeat
business
Pro-actively
take actions
for dormant
visitors
Recommend
for cross
and up-sales
63
Sample Practice
Refresh cycle of content is a key parameter in visit frequency of
customers
Sample Case
Regularly provide
new content and
offerings
Recommendations,
articles and news can
become reasons for return
if relevant and frequently
updated
64
Sample Practice
Frequency of update and variety of promotions are critical in motivating
customer return
Sample Case
Regularly provide
new content and
offerings
Newegg provides new deals every day and week to keep its
subscribers coming back.
65
Sample Practice
Pro-active communication offering additional benefits is also necessary
to reactivate dormant customers
Sample Case
Pro-actively take
actions for dormant
visitors
66
Sample Practice
Reminders for special events which commonly trigger sales can increase
repeat business
Sample Case
Provide value add
for repeat business
Ability to set up
personalized reminders
create value for
customers, while creating
opportunities for
additional sales
67
Sample Practice
Targeted and personalized reminders are effective means for repeat and
periodical purchases
Sample Case
Provide value add
for repeat business
68
Sample Practice
Schemes creating repeat business upfront are effective means for
building customer loyalty
Sample Case
Provide value add
for repeat business
69
Sample Practice
As in traditional retailing, loyalty programs are effective means for
repeat business in online stores
Sample Case
Provide value add
for repeat business
70
Sample Practice
Personalized and targeted recommendations for cross-sales create high
return on investment while avoiding irritation due to overcommunication
Sample Case
Recommend for
cross and up-sales
71
Sample Practice
New product launches create important opportunities for
communications and promotions, which need to be managed in a
targeted manner
Sample Case
Recommend for
cross and up-sales
72
Creating visits
Subscribing visitors
Creating interest in items
Creating purchase intent
Creating check-out intent
Avoiding abandonment
Ensuring payment
Creating repeat visits
73