The presentation from our invite-only digital breakfast event. Covering payment gateways, eCommerce, messaging platforms, popular apps, mobile and SEO. June 2016.
4. TRADITIONAL PAYMENT GATEWAYS
• Whatare traditional paymentgateways?
• Slow implementation times
• Dated implementation methods
• Admin and process overheads
• Usability and branding
5. A BETTER APPROACH
• Whatare hosted paymentgateways?
• Device and implementation agnostic
• API Driven
• Simpleand quick to implement
• Reduced admin overheads
6. “The best online credit card processor
for small business”
Source: www.businessnewsdaily.com(March 2016)
7. • Flexible implementation
• Mobiledevice friendly
• No merchant account required
• Costeffective
• Allows for growth
• Perfect for testing
• Quick to market
• Beautiful interface
www.stripe.com
8. TRADITIONAL E-COMMERCE PLATFORMS
• Whatare traditional e-commerce platforms?
• Longtime to market
• Self-hosted infrastructure overheads
• Incrediblecomplexity
• Managementcompanies
9. A BETTER APPROACH
• Whatare hosted e-commerce solutions?
• Third party infrastructure
• Quick to market
• Refined user interface
10. “Foxycart has allowed us to create our own
complete and custom eCommerce solution.”
Source: www.foxycart.com/whos-using-foxy (May 2016)
11. • MultipleStores
• Refined User Interface
• ProductTypes
• ProductCustomisation
• Transaction Extras
• Internationalization
• Single Sign On and Integration
• Level 1 PCI-DSS Compliance
www.foxycart.com
12. WHERE DOES PAYPAL FIT IN?
100 Currencies
SupportedWorldwide
11% of allUK
E-Commerce transactions
20% Completed
ona mobiledevice
22 millionUK accounts
created since launch
15. Social media has been instrumental in
cutting down response times.
46m 20s 12m 21s 20m 29s 29m 24s 20m 20s
16.
17. WHATSAPP
• Mostpopular global App (Apr 2016)
• 64 billion messages everyday (statistic.com: Jun 2016)
• More than 1 billion monthly activeusers (statistic.com: Jun 2016)
• Simple, no complex UI to understand
• One-to-onerelationship, personal
• Widespread adoption
18. SNAPCHAT
• 100 million daily activeusers globally (Snapchat: May 2015)
• SnapchatSurpasses Twitter in Android Installs (CNBC: May 2016)
• On-demand geo-filters (includingmetrics)
• Reach new markets (users: 13 to 34 year olds)
19. MESSENGER
• 900 million monthly activeusers (Statistic.com: Apr 2016)
• SDK for developers / brands
• Chatbots for customer service
• Chatbots for e-commerce transactions
20. Beyond the sale
• Lightweight, agile systems
• Testuptake whilstkeeping costs down
• Real-timecustomer service
• Personaliseor one-to-many relationships
21.
22. Emily Wilkinson Dan Eastley
ManagingDirector Technical Director
emily@socialyou.co.uk
@ewilko
dan@socialyou.co.uk
@DanEastley
24. Fundamental Principles
Google’s core algorithm has always drawn from the academic
journal citation model
Generally speaking the more citations a paper has the more
authority it has
Generally speaking a website’s citations (links) indicate a level of
authority
25.
26. Being Relevant
Links by themselves are not enough
Relevance is key
Relevance factors include:
Who links to you
Over what period
How users interact with your site
27. Parenting Blog
Clothing Designer
Other Bloggers
Consumer News
Forums
Social Media
News Sites
Local Clothing
Outlets
Awards Websites
Advertorials
Topical Relevance
29. RankBrain
A further move to understand the
meaning or intent behind searches
“dairy milk prices”
or
30. Potential Factors:
• Pogosticking
• Click Through Rate
• Time on page/site, click depth
• Returning to the site or page
• Sharing/amplification/engagement
• Page speed
31.
32. Three Audiences With Different Needs
Contemplation Preparation Action
Browsing a High St Window shopping /
Entering the shop
Seeking a specific shop,
ready to buy
SEO/UX/Content
ResearchBased,
High Perceived Value
SEO/UX/Content
Social Proof,
Target Concerns,
Micro Conversions
SEO/UX/Content
Direct Access to Goal,
Conversion Optimisation
PPC
Broad terms,
potentially low ROI
PPC
Long tail terms with specific
landing pages, Remarketing
PPC
High value terms with
dedicated LPs,
Direct Access to Goal,
Remarketing
36. Real World Examples
• Pogosticking
• Click Through Rate
• Time on page/site, click depth
• Returning to the site or page
• Sharing/amplification/engagement
• Page speed
Editor's Notes
We’re a Digital Marketing agency based in Andover
Specialising in Websites and Social Strategy
Wrapped up with a key focus on analytics
The entire goal is to give accountability of sales to specific channels/posts
Stats tell us that 82 % of UK individuals regularly shop online
Amazon (16 percent market share), followed by Tesco (9%) and eBay (8%).
Well over 100 Billion Euros per year
(http://ecommercenews.eu/ecommerce-per-country/ecommerce-the-united-kingdom/)
As online shopping grows, so does the technology that sits behind it.
Adapting to mobile, speedy checkout and contactless payment.
There are plenty of early adopters of tech, which means that new ideas, new devices are released in short periods.
Payment gateways are being forced to keep up
This is hard when bank technology is so slow to move.
We’re going to give you a very simplistic overview of the setup
eCommerce platforms
Payment gateways
“As online marketshare grows, technology adapts and payment methods are forced into changing to accommodate device size, shopping habits new payments methods (paypal, contactless, apple watch). We’re going to take a look at payement gateways and ecommerce’
What are traditional gateways?
The majority of the implementation and testing is the responsibility of the client/developer
They act as point between the banks – authorising and moving money from the payee to the receivers merchant account.
This is a very simplistic view of them – you may of heard of some of the big names SagePay, WorldPay, Authorize.net
What are the problems with these traditional gateways? Bear in mind, there are scenarios where this approach works.
They use SDKs that are slow to implement and test – SDK - Software Development Kit, provided by gateway
Clunky and over engineered - Designed as a do everything for everyone
Mismatch of coding standards within organisations – hard to work with
More testing / potential security holes
Dated implementation methods
Old technologies and libraries
Technology in banks moves notoriously slow
It’s tightly coupled to back-end of banks.
Large amount of admin overheads
Setup / Sign-Off of each component - Internet Merchant Accounts, Gateway, Website.
Linking all together.
And then there’s PCI Compliance!
Put in place by banks to ensure security and standards (2004)
Includes patching and updates of software through to how and when card storage is allowed.
Usability and branding
Quick methods of implementation – SagePay Form for example
Poor usage on mobile.
So what’s the better approach? Hosted Payment Gateways
Most of the implementation has been completed by the payment gateway
They take the money from the payee and store it in their own account.
On a rolling basis, money is transferred into a receiver account
Negates the need for an internet merchant account - can work with business accounts.
Again, This is very simplistic - Skrill, Google Wallet, Stripe
Device agnostic
Designed from the ground up to work on a range of devices
API Driven – what does that mean?
APIs allows computers to talk to one another – as simply as possible
What does this mean? You can plug any system into it
Obvious one – websites.
Mobile applications – in-app payments
CRM systems – subscription management?
POS – Tablet or Mobile over WIFI … Get rid of those clunky Bluetooth handsets
Simple and quick to implement
No complex SDKs
Only implement with what you need
There are a whole bunch of methods you can you – make it fit how your model operates
Reduced admin overheads
Less involvement in PCI compliance – from an infrastructure point of view
No internet merchant accounts – direct to business account
Stripe… quite simply our payment gateway of choice
Started in 2010 - this is where E-Commerce, Mobile Commerce and even POS payments are going
Supports a whole range of implementation methods
There are very few companies running the same model as stripe. Closest are
Skrill
Google Wallet
None of them really offer the same feature set and USPs of Stripe.
Reason we love it …
Flexible implementation
Simple APIs for ‘take my money now’ through to
Complex APIs for syncing customer details, receipt sending, subscription management
Mobile device friendly
Simple form – Email, CC Number, Expiry Date, Security Code
Seamless integration with Apps - subscription management
Apple Pay, Android Pay Supported
No merchant account required
Fund cleared to standard business account on a rolling basis
Cost effective
Developers are expensive
PCI security experts – DevOps - are expensive
Allows for growth
Complete stack of functionality, use as little or much as your model (or budget allows)
Subscriptions, trials, coupons. Worldwide currency support
Perfect for testing
High fidelity prototyping
Quick to market
Getting MVP out to market
PCI-DSS Compliant through the entire stack
Beautiful user interface
So apart from a payment gateway, you also need an e-commerce platform – storing products, users, the checkout flow.
What are traditional e-commerce platforms?
Self-Hosted – all elements of the platform are your responsibility
The code sits on your own infrastructure.
The code, integration with payment gateways / third parties, and testing are all your responsibility.
Magento, OS Commerce, WordPress / WooCommerce
Again, lets look at some of the problems with these platforms. - There ARE scenarios where this approach is relevant
Long time to market
Pre-build software might seem quick to implement.
Time to brand, time to customise, Time to integrate with your other platforms
Biggest one … time to test - developers are an expensive asset, more expensive then devs though ... Testers ;-)
Good testers are hard to come by - You can’t skimp on ’cheap’ resources when working your own codebase.
Self-hosted Infrastructure overheads
Require own SSL certificates
Security updates through the entire stack (OS, Services, Platform)
Ongoing PCI-DSS compliance
Redundancy, failover, high-availability
Incredible complexity
Be everything to everyone - Massive feature set – take into account (branding, testing) whether you use it or not
Massive codebase
Management companies
There are companies that manage all of this for you .. Monthly subscription, hugely pricey – not ideal for SMEs
So what’s a better approach? Hosted E-Commerce Solutions?
Shopping process (basket management) is handled on their systems
Checkout process, user management, third party integration code, all sits with the hosted platform.
Products can be stored either in a CMS, or on their side
Integration can be into the website (FoxyCart)
The site can be built as part of the shop (Kong/Shopify)
In a simplistic view, everything associated with the e-commerce side
Third party infrastructure
High availability / redundancy – cloud based
Security and PCI compliance comes as part of the package - patching
Downtime / alerting / continuous integration / continuous testing / continuous use
Bandwidth – it’s a good problem to have when it runs out.
Quick to market
Pre-Built Apps / Integrations / CRM
New ones always being built - by other developers ;-)
New payment gateway launched? Someone will invest in creating the link
POS Integration
Refined user interface
Tried and tested
Driven by their users
Again –As with Stripe, FoxyCart is simply our implementation of choice
FoxyCart is a hosted E-Commerce platform
Huge amount of customisation
Incredibly flexible and powerful
There are quite a few hosted platforms using this approach
FoxyCart is one of the most established
Most flexible
Has the most 3rd party integrations out-of-the-box
It’s implementation method is very unique in that although it is hosted, your product data is stored within your own CMS of choice
No need for content duplication
Multiple Stores
Single Dashboard
Real-time Sales / Phone / In-Person / At Event
Refined User Interface
Mobile / Responsive
Great out-of-the-box
Complete customisation if you want
Product Types
Downloadable
Subscriptions
Donations
Product Customisation
Don't shoe-horn your products into an existing data framework
Run off your own CMS
Transaction Extras
Coupons
Discounts
Internationalization
Tax configuration
Shipping configuration
Single Sign On and Integration
Third parties
Google Analytics - Sales Funnel
Level 1 PCI-DSS Compliance
PayPal is massive
About 100 Currencies out of about 160 world wide
About 11% of all UK E-Commerce transactions
About 20% of these are completed on a mobile platform of some sort
About 22 million UK user accounts – out of 230 worldwide
It tried to address.
The pain and hassle of taking payments (from a merchant)
The skeptisism and worry of giving payments (from a consumer)
And it nailed it! For both B2C transactions (the obvious one) as well as B2B, and C2C
Currently there is a couple of versions
Pro version is more like a traditional gateway
Standard version is more like a ’new’ gateway (Stripe) –although this has been in place for a long long time and the user journey is awful.
PayPal is the ‘be everything to everyone payment processor’
And that’s where it falls down.
It’s B2C payments are convoluted. Freezing funds. Non-regulated.
They have monopolized the industry. Meaning …
They are expensive
But ... The big caveat .... It’s not all bad.
Their brand is incredibly strong.
It brings kudos to your E-Commerce/Payment setup just by offering it.
Don’t force users through it, give them the option.
Why use these new approaches?
Faster time to market
Agile
Implement granular functionality peice by peice
Evolving as you go
Technology changes so quick
And although financial transaction implementations are certainly at the slower end of the scale
You can still adopt new ways of working, new implementations, agile processes
You can get functionality out their to your users quickly
Importantly, you can do it cheaply.
One big caveat ... This approach doesn’t always work for massive high traffic/high turnover sites – bespoke, own infrastructure (cloud at least), own internal teams may be more cost effective.
You can mix the 2 if needed. Hosted E-Commerce and traditional gateway – or vice versa
What about cost?
Don’t try to over-analyse these figures, take them with a pinch of salt
They are very ‘ballparky’ and simplistic
There are a whole bunch of factors that will effect implementation and running budgets
There are 4 variations of costs
Low Sales (100) Low Price Point (£10.00)
High Sales (1000) Low Price Point (£10.00)
Low Sales (100) High Price Point (£100.00)
High Sales (1000) High Price Point (£100.00)
Traditional Setup:
The initial outlay / investment is high – design, development, TESTING
The annual costs involved are considerable, but steady regardless of sales and price points
The new setup:
The initial outlay / investment is still considerable but much less than that of a traditional setup.
The annual costs are low for low sales. High sales of a low price point are comparable to a traditional setup
When you start getting considerable amounts of sales, or high sales of a high price point – annual costs rise dramatically
The important figures are the costs over a period of years
I would say 5 years is very much the minimum for leaving an e-commerce site
After a 10 year period, you’re well overdue a redesign/build of your site
new technologies are launched
old technologies are unsupported.
Device capabilities improve
Low Price point or Low sales, or both – and this new method is considerably more cost effective over a longer period
Only when you’re doing high sales on a high price point does it warrant a traditional and bespoke setup.
Once you’re online and listing your products, the actual transaction is just a portion of the sales cycle
Customer service plays a large part.
This can be pre-selling…
Support during transaction…
And post-purchase support….
More recently, popular social platforms have been a way for consumers to reach these companies, and vice versa.
Customer service can be tricky to do correctly.
The graph on screen shows the average time (daily) users spend on each platform.
Initially, customer service was about being on the right platforms
Now its about creating that integrated experience, regardless of platform.
There are some key Apps that are going to be growing and can be used for customer service in the near future.
Apps are a popular way of creating a link between social networks and your brand.
You can create something that is really useful to your customers, and gives them all the information they could need about your product or service.
However, apps are pricey.
Retention rates for Apps can be difficult.
Why not use something that already exists?
Tap into a massive customer base, without the £30k – 40k overhead?
It’s not traditional social media based customer service. It’s piggybacking another platform, that is widely used.
It’s is quick, interactive customer service.
Reports state that WhatApp is beating its competition hands-down
Offers one-on-one relationships with brands and customers
Great for the cash-rich-time-poor customer
Popular in Brazil and India for luxury brands such as Cartier, Armani, Diesel (80% conversion rate) – send price lists, offer exclusive deals, first view on produces
Good to small business – one-to-many, use groups, gyms, students
In a time of inboxes stuffed with messages - SMS boast a 98% open rate
In the near future, this platform is opening to companies
Engage with one or multiple customers
Receive feedback
Get analytics
Created automated responses (out-of-hours)
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Features
Desktop app available
Message multiple customers
Analytics
Automated messages
Hidden platform - non public (such as tweeting – or facebook conversations)
Easier to share media files (privately) – instructions, screenshots, locations
Desktop app available
Good for internal team support
Another big player with a simple UI (once you understand how to use it)
Brands can advertise through stories and geo-filters – options like live or local
Personal touch – send content to your followers
Solve user issues using video and photos
Thank your customers – personal video message
Tips for product usage – short videos, images
Release new products – add Snapchat logo in packaging
Good for Brand awareness, completing the customer sales cycle. Reaching a new market
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The latest reports put Snapchat’s user base at more than 100 million people, though the exact number has not been publicly disclosed and could be well beyond that.
Another big player…
Offer full on integration with the application – we’ll show you an example of this shortly.
Bit more involved than customer service bots.
Closer to the bespoke app route – still using someone else's platform.
Book a table at a restaurant, review an e-commerce order, download flight tickets – all within the app
Offer merchandise post sale “Did you buy your branded hoody?”
Give exclusive deals to those customers who has just purchased with you.
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Messenger is devising new ways to “interact with businesses or services to buy items (and then buy more again), order rides, purchase airline tickets, and talk to customer service in truly frictionless and delightful ways.”
These could let users make a restaurant reservation, review an e-commerce order and more. You can swipe through product carousels and pop out to the web to pay for a purchase.
“Chat bots are small programs that integrate with a chat platform and provide some advanced type of functionality in a fairly easy fashion.”
In summary, commerce and payment can be lightweight and agile in deployment
Brands can make use of new tech, keeping overheads down whilst testing the uptake
Existing popular Apps are opening to brands
They can provide a customer service communication channel
They can offer problem-solving, aid purchases and get feedback from users
They can offer personalised or one-to-many communication with your customers
Most importantly, they offer brands the chance to be in the conversation at the right point in the sales cycle.
December 2015 – USA
Two of the most widely cited papers of the last 100 years.
Volume of links is becoming less important, relevance is increasing in importance.
Announced in late 2015 RankBrain is Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results.
Query success metrics
If you were Google how would you make a best guess?
This is all very early stages but by utilising a framework for better understanding visitors you can make it easier for RankBrain to match your page with a searcher
intent based SEO/UX – outline my background, CoC more broadly, and the steps to aligning CoC with digital marketing.
The key challenge becomes – how do we present and optimise content on our website in a way that recognises that different groups of people will have different relevance indicators.
Applying CoC to the Web
My journey to using Teamwork.com
Real world examples of how the CoC can be applied to the Intent Marketing for SEO benefits
Pogosticking - Who is this page for, and once here will there needs be met?
Click Through Rate - Using PPC as a tool for developing better CTRs (only if your CTR and QS are strong)
Time on page/site, click depth - Content that is relevant to the three CoC stages
Returning to the site or page - Can we satisfy the ‘researcher’ and keep them onsite?
Sharing/amplification/engagement - Being clear on the target audience when seeking amplification
Page speed - Technical improvements to enhance the user experience GT Metrix – competitors are a good benchmark