Quality Progress - March 2017 - 19


or what "seemed like a good idea at the
time" did not work out.

Visitors

To create traffic, a search engine optimization (SEO) strategy is vital. If you are not
on the first page of a Google search for
what you offer, you have already lost the
game.
Some SEO golden rules are the use of
keywords, user-friendly URLs and avoiding duplicate content. Google Analytics is
a great tool to optimize a search engine.
Zappos provided one of the best-known
examples of SEO: It carefully used product
keywords and ensured they were in its
product titles. It started simple by selling
shoes online. Shoes are the most difficult
of all items to fit, but they backed up
their SEO efforts with a return policy that
nobody could refuse.
A good blog, which is becoming one of
the bigger ecommerce trends, also can
increase the number of visitors by as much
as 50%, 2 but consumers will only read
good content. Organizations that blog
well, however, receive many more links. 3
There are many other SEO techniques,
and increasingly, purchases are being
driven through social media such as
Facebook, Pinterest and Instagram. Direct
purchase through social media is a major
trend. Facebook is the source of more than
60% of social sales worldwide, and more
than 90% of Pinterest users have made
purchases online.4 J.Crew, Gap and Nordstrom have successfully used social media.
Partnering also helps SEO. For example,
an online supplement store could partner
with a fitness facility. This could allow
people who belong to the fitness clubs to
receive discounts for their supplements.

Going mobile

Most emails are now accessed on mobile
devices, and a rapidly growing trend is
that more site views come from mobile

devices. Users don't have the patience to
scroll, and they need a website that loads
in less than three seconds.
Today's consumers make purchases
while sitting on a train or dining out.
Mobile shoppers want the fewest number
of taps and naturally will look for live chat
support when they are using a phone. A
major future focus will be mobile shopping sites looking to streamline their user
experience (UX).
Beacon technology on mobile devices
enables geotargeting with selling that's
based on a mobile device's location. 5
This has major implications for brickand-mortar stores. Geotargeting occurs
when customers walk near stores and
their mobile devices search for beacons.
Physical stores implement physical beacons in the shop. When a visitor is within
the beacon range for three seconds, a
marketing message is triggered. The store
can send personalized promotions to the
mobile device.

Landing pages

The landing page must immediately
give a strong value proposition that
answers questions such as, "What's being
offered?" and "Why is it worth trying and
buying?" After the potential customer
has landed, good photos and videos will
engage the visitor.
Video marketing builds a lot of trust, and
customers will remember 80% of what they
see and only 20% of what they read.6 They
want to see alternative angles and be able
to zoom in on product images.
Custom videos also boost a retailer's
SEO and build trust. It gives more information in less time. Shoppers greeted
by a video stay two minutes longer, and
most are more likely to buy something.7
Dollar Shave Club, for example, uses funny
YouTube videos. 8 Other good examples
include Fiorly-which uses videos of
master jewelers at work-Barbour clothing

retailer's Christmas site and Dannijo
jewelers-which cleverly showcased its
products on Instagram.
The landing page will become even
more personalized as retailers develop
more customized landing pages that
exactly suit a customer's needs. They do
this by recognizing an Internet Protocol
(IP) address from previous transactions-
but I have to admit, I find this invasive.9

The UX

Online retail sales will reach $370 billion
in 2017,10 but brick-and-mortar stores are
still dominant players. People continue to
enjoy shopping at physical stores, and so
Burberry replicated the look of its website
in its stores. People enjoy the "hunt"-the
pleasure of handling the real thing, and
the freedom to try out a product or try
on a garment. They see it as fun, and
it's often a way to meet with friends. A
connection with the physical world gives
enjoyment. It's not as much fun or as
friendly sitting at a computer.
"Etailers" are digitizing the storefront to
assist site navigation through techniques
such as "new arrivals" and "recently
viewed" to help visitors. Lookbooks, which
enable a visitor to assemble an outfit or
furnish a room online, or WiFi hotspots in
shopping malls, also make their navigation
easier.
Retailer Jack Jones uses clustering,
which provides suggestions for creating
an outfit, and Bonarium's "try me" is a
mix-and-match tool. House of Fraser has
an excellent "true fit" tool, which ensures
correct sizing. The home try-on program
by Warby Parker will send you five pairs
of glasses to try on at home, and the Body
Shop displays its best offer at the checkout page.
Features to make navigation easier
include reminders when you've missed
a key piece of data, the lookbook idea to
show choices on one page and "hover

qualityprogress.com ❘ March 2017

QP 19


http://www.qualityprogress.com

Table of Contents for the Digital Edition of Quality Progress - March 2017

Seen and Heard
Expert Answers
Progress Report
Mr. Pareto Head
Field Notes
Innovation Imperative
Hard Wired
Propel Forward
Life After Disruption
Work Smarter, Not Harder
Statistics Spotlight
Standard Issues
Marketplace
Footnotes
Back to Basics
Quality Progress - March 2017 - cover1
Quality Progress - March 2017 - cover2
Quality Progress - March 2017 - 1
Quality Progress - March 2017 - 2
Quality Progress - March 2017 - 3
Quality Progress - March 2017 - 4
Quality Progress - March 2017 - 5
Quality Progress - March 2017 - Seen and Heard
Quality Progress - March 2017 - 7
Quality Progress - March 2017 - Expert Answers
Quality Progress - March 2017 - 9
Quality Progress - March 2017 - Progress Report
Quality Progress - March 2017 - 11
Quality Progress - March 2017 - 12
Quality Progress - March 2017 - Mr. Pareto Head
Quality Progress - March 2017 - Field Notes
Quality Progress - March 2017 - 15
Quality Progress - March 2017 - 16
Quality Progress - March 2017 - 17
Quality Progress - March 2017 - Innovation Imperative
Quality Progress - March 2017 - 19
Quality Progress - March 2017 - 20
Quality Progress - March 2017 - 21
Quality Progress - March 2017 - Hard Wired
Quality Progress - March 2017 - 23
Quality Progress - March 2017 - 24
Quality Progress - March 2017 - 25
Quality Progress - March 2017 - 26
Quality Progress - March 2017 - 27
Quality Progress - March 2017 - Propel Forward
Quality Progress - March 2017 - 29
Quality Progress - March 2017 - 30
Quality Progress - March 2017 - 31
Quality Progress - March 2017 - 32
Quality Progress - March 2017 - 33
Quality Progress - March 2017 - Life After Disruption
Quality Progress - March 2017 - 35
Quality Progress - March 2017 - 36
Quality Progress - March 2017 - 37
Quality Progress - March 2017 - 38
Quality Progress - March 2017 - 39
Quality Progress - March 2017 - Work Smarter, Not Harder
Quality Progress - March 2017 - 41
Quality Progress - March 2017 - 42
Quality Progress - March 2017 - 43
Quality Progress - March 2017 - Statistics Spotlight
Quality Progress - March 2017 - 45
Quality Progress - March 2017 - 46
Quality Progress - March 2017 - 47
Quality Progress - March 2017 - Standard Issues
Quality Progress - March 2017 - 49
Quality Progress - March 2017 - Marketplace
Quality Progress - March 2017 - 51
Quality Progress - March 2017 - Footnotes
Quality Progress - March 2017 - 53
Quality Progress - March 2017 - 54
Quality Progress - March 2017 - 55
Quality Progress - March 2017 - Back to Basics
Quality Progress - March 2017 - cover3
Quality Progress - March 2017 - cover4
https://www.nxtbook.com/naylor/ASQM/ASQM0719
https://www.nxtbook.com/naylor/ASQM/ASQM0619
https://www.nxtbook.com/naylor/ASQM/ASQM0519
https://www.nxtbook.com/naylor/ASQM/ASQM0419
https://www.nxtbook.com/naylor/ASQM/ASQM0319
https://www.nxtbook.com/naylor/ASQM/ASQM0219
https://www.nxtbook.com/naylor/ASQM/ASQM0119
https://www.nxtbook.com/naylor/ASQM/ASQM1218
https://www.nxtbook.com/naylor/ASQM/ASQM1118
https://www.nxtbook.com/naylor/ASQM/ASQM1018
https://www.nxtbook.com/naylor/ASQM/ASQM0918
https://www.nxtbook.com/naylor/ASQM/ASQM0818
https://www.nxtbook.com/naylor/ASQM/ASQM0718
https://www.nxtbook.com/naylor/ASQM/ASQM0618
https://www.nxtbook.com/naylor/ASQM/ASQM0518
https://www.nxtbook.com/naylor/ASQM/ASQM0418
https://www.nxtbook.com/naylor/ASQM/ASQM0318
https://www.nxtbook.com/naylor/ASQM/ASQM0218
https://www.nxtbook.com/naylor/ASQM/ASQM0118
https://www.nxtbook.com/naylor/ASQM/ASQM1217
https://www.nxtbook.com/naylor/ASQM/ASQM1117
https://www.nxtbook.com/naylor/ASQM/ASQM1017
https://www.nxtbook.com/naylor/ASQM/ASQM0917
https://www.nxtbook.com/naylor/ASQM/ASQM0817
https://www.nxtbook.com/naylor/ASQM/ASQM0717
https://www.nxtbook.com/naylor/ASQM/ASQM0617
https://www.nxtbook.com/naylor/ASQM/ASQM0517
https://www.nxtbook.com/naylor/ASQM/ASQM0417
https://www.nxtbook.com/naylor/ASQM/ASQC12518
https://www.nxtbook.com/naylor/ASQM/ASQM0317
https://www.nxtbook.com/naylor/ASQM/ASQM0217
https://www.nxtbook.com/naylor/ASQM/ASQM0117
https://www.nxtbook.com/naylor/ASQM/ASQM1216
https://www.nxtbook.com/naylor/ASQM/ASQM1116
https://www.nxtbook.com/naylor/ASQM/ASQM1016
https://www.nxtbook.com/naylor/ASQM/ASAC0016
https://www.nxtbook.com/naylor/ASQM/ASQM0916
https://www.nxtbook.com/naylor/ASQM/ASQA0016
https://www.nxtbook.com/naylor/ASQM/ASQM0816
https://www.nxtbook.com/naylor/ASQM/ASQM0716
https://www.nxtbook.com/naylor/ASQM/ASQM0616
https://www.nxtbook.com/naylor/ASQM/ASQM0516
https://www.nxtbook.com/naylor/ASQM/ASQM0416
https://www.nxtbook.com/naylor/ASQM/ASQM0316
https://www.nxtbook.com/naylor/ASQM/ASQM0216
https://www.nxtbook.com/naylor/ASQM/ASQM0116
https://www.nxtbook.com/naylor/ASQM/ASQM1215
https://www.nxtbook.com/naylor/ASQM/ASQM1115
https://www.nxtbook.com/naylor/ASQM/ASQM1015
https://www.nxtbook.com/naylor/ASQM/ASQM0915
https://www.nxtbook.com/naylor/ASQM/ASQM0815
https://www.nxtbook.com/naylor/ASQM/ASQM0715
https://www.nxtbook.com/naylor/ASQM/ASQM0615
https://www.nxtbook.com/naylor/ASQM/ASQM0515
https://www.nxtbook.com/naylor/ASQM/ASQM0315
https://www.nxtbook.com/naylor/ASQM/ASQM0215
https://www.nxtbook.com/naylor/ASQM/ASQM0115
https://www.nxtbook.com/naylor/ASQM/ASQM1214
https://www.nxtbook.com/naylor/ASQM/ASQM1114
https://www.nxtbook.com/naylor/ASQM/ASQM1014
https://www.nxtbook.com/naylor/ASQM/ASQM0914
https://www.nxtbook.com/naylor/ASQM/ASQM0814
https://www.nxtbook.com/naylor/ASQM/ASQM0714
https://www.nxtbook.com/naylor/ASQM/ASQM0614
https://www.nxtbook.com/naylor/ASQM/ASQM0514
https://www.nxtbook.com/naylor/ASQM/ASQM0414
https://www.nxtbook.com/naylor/ASQM/ASQM0314
https://www.nxtbook.com/naylor/ASQM/ASQM0214
https://www.nxtbook.com/naylor/ASQM/ASQM0114
https://www.nxtbook.com/naylor/ASQM/ASQM1213
https://www.nxtbook.com/naylor/ASQM/ASQM1113
https://www.nxtbook.com/naylor/ASQM/ASQM1013
https://www.nxtbook.com/naylor/ASQM/ASQM0913
https://www.nxtbook.com/naylor/ASQM/ASQM0813
https://www.nxtbook.com/naylor/ASQM/ASQM0713
https://www.nxtbook.com/naylor/ASQM/ASQM0613
https://www.nxtbook.com/naylor/ASQM/ASQM0513
https://www.nxtbook.com/naylor/ASQM/ASQM0413
https://www.nxtbook.com/naylor/ASQM/ASQM0313
https://www.nxtbook.com/nxtbooks/naylor/ASQM0213
https://www.nxtbook.com/nxtbooks/naylor/ASQM0113
https://www.nxtbook.com/nxtbooks/naylor/ASQM1212
https://www.nxtbook.com/nxtbooks/naylor/ASQM1112
https://www.nxtbook.com/nxtbooks/naylor/ASQM1012
https://www.nxtbook.com/nxtbooks/naylor/ASQM0912
https://www.nxtbookmedia.com