2014 ecommerce best practices
TRANSCRIPT
ECOMMERCE BEST PRACTICESSTEVEN SOULE
2014 Ecommerce Best Practices
Which new features in the ecommerce marketplace actually work and will help
your business grow.
E-Commerce Best Practices
• Awareness• Usability• Clarity
Shopping Brick & Mortar vs. Online
Awareness
• Search Engine Optimization• Email Marketing• Social Media Engagement
Awareness: Search Engine OptimizationSite-wide SEOOn-page SEOOff-page SEO
SEO ChecklistSEO Fundamentals
Awareness: Email Marketing
• Weekly Newsletters• Remarketing
Newsletter Best PracticesBeginner’s Guide to Email MarketingRemarketing Strategies
• Weekly Newsletters• Remarketing
Newsletter Best PracticesBeginner’s Guide to Email MarketingRemarketing Strategies
Awareness: Social Media
• Socially Engage in your visitor’s communities, don’t just advertise
• Offer discounts• Purchase Advertisements
Social Media Tips for Ecommerce Sites
Recap: Awareness
• Search Engine Optimization• Email Marketing• Social Media Engagement
E-Commerce Best Practices
• Awareness• Usability• Clarity
Usability: Website Performance
• Every second counts– Majority of online shoppers will abandon a page
after waiting 3 seconds for it to load.• Mobile users expect speed to be that same as
a desktop computerPage Speed Analysis ToolsHow to lose weight in the browserDoes your site follow webmaster guidelines?
• Every second counts– Majority of online shoppers will abandon a page
after waiting 3 seconds for it to load.• Mobile users expect speed to be that same as
a desktop computerPage Speed Analysis ToolsHow to lose weight in the browserDoes your site follow webmaster guidelines?
Usability: Responsive
Responsive Design InfographicEcommerce Responsive Design StatisticsResponsive Design InfographicEcommerce Responsive Design Statistics
Images: http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
Usability: Intuitive
• Help customers find what they need– Easy & Effective Search Results– Consistent & Clear navigation– Category/Search Page filtering– Highlight calls to action
Navigation GuidelinesCreating the best ecommerce experienceConduct an Interface audit
Recap: Usability
• Website Performance• Responsive• Intuitive
E-Commerce Best Practices
• Awareness• Usability• Clarity
Clarity
• Showcase Products• Be Transparent• Understand Your Site
Clarity: Showcase Products
• Use Product Videos• Have high quality product images• Show product reviews• Have detailed product descriptions & feature
specifications
Clarity: Be Transparent
• Reveal as much information as you can– Show stock levels– Display Trust Badges– Clearly display shipping & return policies• Offer Free Domestic Shipping (If possible)
– Notify them of any warranties or guaranteesDriving Factors for Shopping Cart Abandonment
Clarity: Understand Your Site
• Consistently Check:– Who is using your site– How they are interacting with it– What is being purchased
• Track Changes– A/B Test significant changes– Multivariate detailed changes
Recap: Clarity
• Showcase Products• Be Transparent• Understand Your Site
E-Commerce Best Practices
• Awareness• Usability• Clarity
Feature List
Global Elements
• Mega menu or drop down navigation• Search with auto complete• Breadcrumbs• Mini Basket• Contact Information• Live Chat• Policy Links
Home Page
• Don't use rotating banners• Show various high level categories• Show best selling products• Show new products• Show products that are on sale
Category & Search
• Add Facetted Filters options• Display Ratings• Quick-view product details• Product Comparisons• Various sorting options• Create a "New Products" category
Product Page• Multiple Large Product Images• Show Product Videos• Have A Clear Add To Cart Call To Action• Cross-sell Frequently Purchased Items• Display Customer Product Reviews• Related Products• Show Products That Other Customers Also Bought• Display Recently Viewed Products• AJAX Add To Cart• Answer FAQs
Basket & Checkout
• Shipping Estimator• Wish lists• Coupons• Gift Certificates• Various Payment Methods (PayPal, Amazon, etc.)• Once order is purchased, suggest a follow up action:
– Share order in social network– Offer discount code to come back again– Show products related to their order
Sources & Additional Readinghttp://visualwebsiteoptimizer.com/split-testing-blog/ecommerce-product-page-best-practices/ http://conversionxl.com/11-low-hanging-fruits-for-increasing-website-speed-and-conversions/ http://uxdesign.smashingmagazine.com/tag/e-commerce/ http://www.bigsplashmarketing.com/services/google-analytics http://blog.kissmetrics.com/marketing-guides/ http://blog.kissmetrics.com/infographics/ http://webdesign.tutsplus.com/articles/seo-checklist--webdesign-10740 http://www.invodo.com/resources/statistics/ http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/ http://blog.kissmetrics.com/loading-time/?wide=1 https://developers.google.com/speed/pagespeed/ http://www.slideshare.net/Radware/radware-sotu-winter2014infographicwebperformance https://github.com/zenorocha/browser-diet/wiki/Impact-of-performance http://www.slideshare.net/somethingdigitl/creating-the-best-ecommerce-user-experience-ux-something-digital
http://blog.sumall.com/journal/10-best-practices-improve-e-commerce-website.html
