Merchandising retail products online isn't easy given the number of products and the many options to feature them through customer journeys. But if you follow best practices, then the impact on conversion rates and average order value can be significant. This in-depth guide from ecommerce expert Chris Jones is designed to show you how to follow best practices to perfect your users' experience and build customer trust.
Who is this guide for?
This guide is for trading and user experience teams working for online retailers or other businesses with a complex range of products with many SKUs. It's designed for professionals working on improving merchandising for existing sites, but will also be useful for those looking to learn best practices when launching their own ecommerce sites. Those working for smaller businesses may find they do not have the capacity to implement all the recommendations outlined, but will still find it useful to be able to review…
How will this template help me and my business?
Running successful marketing combining both online and offline channels to reach and influence your audience requires excellent planning. Budgeting is a key part of this to ensure you're investing in the right marketing activities to get the biggest possible impact. Failing to model costs and track spend against target will mean you're 'marketing in the dark' and will be unable to be flexible during the year or campaign.
Getting budgeting right isn't easy since you have to devise the right set of activities to track spend in and group them in such a way you so you can see the big picture. This template contains a set of spreadsheets to help you create a well thought out budget and track your spend across the year. It can also serve as a checklist to ensure you've considered and planned for all the key channels…
How will this template help me and my business?
If you're working on your first digital strategy or integrated multichannel marketing review, it can be difficult to know if you're using the best structure or using the right tools to assess your capabilities and strategic options. You need a strategy summary document that clearly lays out what you need to achieve and how you’re going to achieve it. That’s why we’ve created this strategy planning template - one of our most popular resources - split into two useful documents.
In your download, you get:
1.) Guidance and examples document – this document provides an overview on creating your strategy, with a range of completed examples to give you an idea of how to complete certain templates.
2.) Blank template for you to complete - the accompanying resource in this download is a blank presentation deck that you can use to create your own digital…
How will this digital channel roadmap template help me and my business?
Your colleagues know there are great opportunities to grow the revenue and profit contribution of digital channels including web, mobile, social and email. The question they will ask is, 'how big is the opportunity' and how you can justify investment in it? How can you quantify contribution for the years ahead?
Driving change to a more digitally-focused business model requires the clear communication of many complex elements to colleagues and decision-makers within an organization. The tools and charts within this template have been designed to help you do that by effectively blending the facts with simple, high-level commentaries in a visually compelling and easy to understand format.
This Microsoft PowerPoint template will help you build and communicate your digital business growth strategy, providing a high-level summary of where you are currently, your digital growth and…
Where would you start if you had just a few hours to review the marketing effectiveness of a website and make recommendations of 'Quick Wins' to a colleague or a client? They'll want to hear your priorities for changes to inbound marketing to boost visits, leads and sales focusing on the short-term and also suggesting longer-term initiatives.
Completing a website audit with the aim of improving results from your inbound marketing isn't easy if you're starting with a 'blank piece of paper' and don't have a structure to follow.
That's why this template was originally created 10+ years ago when Dr Dave Chaffey of Smart Insights was preparing pitches for agencies and giving consultant recommendations. It's now fully updated to cover the latest inbound marketing techniques across the full customer lifecycle structured around the Smart Insights RACE planning approach so you can apply a consultant's approach yourself by following the questions you need to…
How will this online customer acquisition budget spreadsheet help me and my business?
This spreadsheet was created to help marketers build their direct-sell digital marketing plan and supporting channel budgets.
It has been designed to help you work back from an overall, annual online acquisition revenue target, in order to define the monthly traffic volume and conversion percentages required across digital channels to meet your objective. Using past performance data, (or if you don't have the data, your assumptions), you can then model various combinations of digital channel activity to determine the best mix to meet your target ROI and acquisition volumes. You can use this to put together your digital acquisition budget, relating your spend allocation to the best performing channel mix model.
You can then put together your digital acquisition budget, relating your spend allocation to the best performing channel mix model. This budget is a starting point and a…
How will this guide help me and my business?
Acquisition marketing today can seem complex and daunting. The pace of change, plethora of established and evolving online channels and variety of consumer devices means lots of decisions about where to best invest your budget need to be made.
All the issues vying for your attention across SEO, social media, content marketing, online adverting and online PR can, unless you are careful, push you into the detail before you have stepped back and got a grip on the bigger picture - that's your online acquisition strategy.
This guide features a structured approach to creating an online acquisition plan by reviewing current performance; defining the right KPIs to control acquisition; creating a media and content engagement strategy; creating a zero-based budget model and reviewing attribution and tracking. It has been updated with advice for tracking and optimizing performance using Google Analytics 4 (GA4).
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How will this SEO proposal template help me and my business?
You only get one opportunity to make a first impression. This is doubly important when you, and your competitors, are pitching work to a potential new client. You need to show that you clearly understand what they're looking for, can create a strategy that will benefit their business, and have a proven track record of success. That's why we've created this proposal template, meaning you can simply fill in your company's information and have a pitch ready to go in minutes.
SEO is a field of marketing clients may have vastly different levels of experience in. Some companies will be knowledgable and want you to take them to the next level, while others will be using search marketing for the first time and need to lean on your expertise. No matter who you're meeting with, this template will help…
What does this online business template include?
The template is in four sections covering:
1. Statement of vision, business definition and aims. These sections help give a shared understanding on the future direction and purpose of the business.
2. Change in focus. This summarises future changes in focus or behaviour needed to implement the strategy and hit the targets that follow.
3. Financial targets. A top-level summary of yearly increments in sales and profit. Scope either for the business overall, or specifically for online channels.
4. Business or marketing strategies. These are shorter term, e.g. for the coming year or 18 months. They can be structured around drivers of customer acquisition, conversion and retention, but can cover other elements of the marketing mix including proposition.
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