Meet Magento UK 2022
Talk by: Jamie Huskisson Meet Magento UK Organiser and CEO at JH
Having previously been a virtual event due to Covid, this year Meet Magento UK was back as an in person event. A chance to listen to some expert speakers in the Adobe Commerce and e-commerce space, as well as a chance to mingle with merchants, technology partners, Adobe Commerce specialists and developers.
So many useful insights and ideas were shared in the ‘Business track’: a jam-packed day of learning. There were too many great soundbites for a quick blog post so here are the highlights that really stood out for us!!
Getting e-commerce right in the 2020s
Talk by: Peter Bell EMEA Marketing Director at Adobe
In November 2021, Adobe performed a survey of 9565 people across 12 countries. The full report can be accessed online but below are some of the points we took away from the session:
- How are people buying? 78% using mobile to buy and 20% tablet but a shrinking market. 2021 has been classed as the ‘year of mobile’
- Choice vs personalisation: 70% of customers want to see all delivery/pick up options, whilst 22% prefer less options but based on personalised preferences. With payment methods 68% want to see all options, and with communications channels 56% want to see all channels available to them
- The mindful shopper: 75% of participants said that retailers could be doing more to deliver experiences that show high levels of empathy with customer needs
- Micro experiences: 65% felt that from the first visit to purchase they are revisiting websites more frequently before buying a product. People are window shopping more now than they ever have on the internet!
- Considered purchasing: 58% of people surveyed said they would pay more for speed and convenience and 55% said they were window shopping online more now than 12 months ago. Retailers still need to balance experience and convenience with the price point as 70% are still driven by price
- Value driven consumerism: 40% of participants would support a brand that is environmentally responsible and 38% would support those who prioritise employee welfare
- Bricks & Mortar: 64% would like to see retailers personalising the online experience. However, 56% say online interactions with retailers have more of an impact than interactions with a retailer in a physical store
Paypal Panel: Getting the Goldilocks ‘Just Right’ checkout experience
Panellists include: Rachel Woods Head of UK Partnerships at Paypal, Alex Woolfstein Director at Bargain Max, Karen Baker Founder & CEO at ShipperHQ, and Valentin Radu CEO and Founder at Omniconvert
On this panel we got to learn about checkout experience from a group of top-notch e-commerce experts: Rachel Woods (Head of UK Partnerships at PayPal), Alex Woolfstein (Director at Bargain Max), Karen Baker (Founder & CEO ShipperHQ) and Valentin Radu (CEO & Founder at Omniconvert).
- Know your audience: Make sure to consider your audience when looking at checkout optimisations and consider what the audience expectations are for your industry
- Free shipping: Some people will spend more to get free shipping so you should take advantage of that. The message around spending more to get free shipping needs to be clear across the site before reaching the checkout
- Contextual messaging: If you are in the wedding business, for example, you are going to need to show that products can get there tomorrow, so lead times are critical. But on the other side of this, if you are selling sofas then people will already have the expectation before purchasing that their products won’t get to them in 2 days.
- Speed of delivery: People will very often spend additional money to get things quickly!
- Payment options: Payment options should be relevant to the users and the market. Options such as credit card, PayPal and BNPL services offer users different payment experiences - paying immediately, paying by a wallet or paying in instalments.
- Payment credibility: Payment options such as PayPal give the merchant an extra element of credibility as a very trusted payment provider. PayPal also gives the user additional protections
- Payment communities: Merchants using Clearpay and Klarna have noticed that these payment options aren’t just an option to the customer for one specific order but they are communities. People will shop with retailers advertised and linked within that payment group
- Reduce friction: Don’t overwhelm the checkout with a combination of too many or irrelevant payment options, delivery options and data entry options. Choice is good but too much choice increases friction
- Delivery information: A very common website user story is that of going through the checkout process from beginning to end and still not knowing when your goods will be arriving or what the total cost is. It is imperative that delivery schedules, pricing etc. are made clear as soon as possible
- Upstream messaging: Let people know about checkout options before checkout, such as PayPal, delivery timescales and delivery costs. Don’t wait until the user is in the final stages of the buying journey
Trends and development affecting the sector
Talk by: Andy Mulcahy Strategy & Insight Director at IMRG
Andy Mulchany (Strategy & Insight Director at IMRG) ran the audience through “How do customers navigate retail sites?”, the results of a survey of 40 merchants in May 2022. The talk included some surprising stats:
- Average conversion rate is 2.8%
- Conversion has been seeing a steady drop over the last couple of years
- 13% of users typically use site search
- Clothing retail tends to have the lowest number of site searches, whereas home and garden see site search used more
How Cox & Cox maximised conversion post-pandemic
Talk by: Aynsley Peet eCommerce Director at Cox & Cox
Cox & Cox (one of our clients!) has had strong growth since 2020 of 20%, with mobile conversion rates increasing 61% year on year. A great example of their success was in March 2021 when they sold out of all garden furniture. We’re lucky to get to work with Cox & Cox and their E-commerce Director, Aynsley Peet, so we were thrilled to hear that work we’ve contributed to was listed in their drivers to success:
- Style Guide: Focussed on a new style guide to align the brand and UI as the style hadn’t been touched since 2017
- Categorisation: Investigated how internal and external users categorised their products to understand product discovery. Introduced new categories and re-worked existing ones around user research, including implementing ‘Shop By Theme’ and ‘Shop by Room’
- Navigation: With new product ranges, Cox & Cox decided to focus on a new navigation to showcase the wider range and ensure users could find products with minimum effort
- Dual Listing: Making sure products are listed in multiple relevant categories allows users to find products where they’d expect them and improves site search performance
- Shipping: Shipping costs are increasing and in some cases the cost of producing the item is the same as shipping it. This will be something Cox & Cox will be looking to review and address
The focus points for Cox & Cox moving forward:
- 3D Models: Currently have around 50 models on the site so that users can see what the furniture may look like in their homes. Will be looking to expand this with an objective to increase orders and reduce returns
- Augmented Reality: Augmented reality is in its early stages and Cox & Cox want to ensure they understand how to measure the overall performance of AR
- UGC: With 400,000 Instagram followers the objective is to get as much UGC from customers as possible. Using UGC to promote products improves conversion rate
- FOMO Messaging: Cox & Cox are already using FOMO successfully but will be continuing A/B testing as getting it right really drives sales
LEAN and the need for standardisation
Talk by: Osvaldo Spadano Founder & CEO at Akoova
Think LEAN! and manage your organisation so that it supports the concept of continuous improvement.
It starts with the question: What problem are you trying to solve?
There are 4 stages in the LEAN cycle:
- Reactive fix of abnormal conditions
- Solve root cause of abnormal conditions
- Kaizen (continuous improvement)
- Pursuit of ideal conditions
The idea is to consider where you are in the cycle and use that to fix the issue and break any cycles that aren’t working.
Are you only REACTIVE?
- Stages 1 and 2 in the LEAN cycle are reactive - you as a business are only reacting to the problems you find and experience regularly.
- Stages 3 and 4 are proactive and innovative and where all businesses should aim to sit. Finding problems for customers and fixing them before they truly become an issue.
- It is the practice of active daily improvement that then develops a new way of thinking - take an action and don’t overthink it