ecommerce 101
TRANSCRIPT
ECOMMERCE 101WHAT YOU NEED TO KNOW IN 2015
Presenter: Mike Carson
INTRODUCTION
Mike Carson Joomla user since the Mambo days (10+
years) Served on OSM for 2.5 years Speaker/Presenter at Open Source
Conferences Owner of JoomlaShowroom.com
DEFINITION
What is Ecommerce?
It is the exchange of data to facilitate the financing and payment aspects of the
business transactions.
Who is involved in Ecommerce?
ABOUT YOU
Who Builds Ecommerce Sites? Who Owns/Manages Their Own Stores? Who Manages Their Employer’s Store?
WHAT WE WILL TALK ABOUT
Ecommerce Do’s and Don’ts Elements of Ecommerce Design Legal Obligations Cart Selection Process The Customer Experience The Forgettables New Ecommerce Trends
WHAT WE WILL NOT TALK ABOUT
Every Joomla Shopping Cart Ever Made What Solution You Should Use Shopping Cart Demos Shopping Cart Comparisons
Why aren’t we going to cover these things?
Isn’t that why we’re here?
COMMON MISTAKES
Poor Image Quality No Product Reviews Poor Product Descriptions Complex Checkout Process Confusing Site Navigation/Usability Missing/Incomplete Search Capabilities No Measurement
CREATING SEDUCTION
In social science, seduction is the process of deliberately enticing a person to engage.
Lure them in with persuasion, emotion, and trust.
MEASUREMENT
If you can’t measure itYOU CAN’T MANAGE IT!!!
Know your customers Where are your visitors coming from? Who are your visitors? Are you in a position to track demographics? Conversion Rates? Abandonment tracking?
CART ABANDONMENT STATISTICSThe average abandonment rates are around
45%.High shipping charges: 46%Wanted to comparison shop: 37%Lack of money: 36%Wanted to look for a coupon: 27%Wanted to shop offline: 26%Couldn’t find preferred pay option: 24%Item unavailable at checkout: 23%Couldn’t find customer support: 22%Security concerns: 21%
Reference: Paypal and comScore 8th Annual merchant survey
CART DESIGN Do You Create Prototypes and mockups?
DESIGN TIPSKeep a link to the cart in the header
DESIGN TIPSGive your cart real-estate
DESIGN TIPSCalls To Action Everywhere
DESIGN TIPSHow many steps are in your checkout process?Include a progress indicator on each checkout page
ELEMENTS OF A GREAT CART
1. PRODUCT IMAGE2. PRODUCT DESCRIPTION3. LINKBACKS4. CHECKOUT BUTTON ENSURES SECURITY5. ACCEPTED PAYMENT METHODS6. UPSELL SUGGESTIONS7. LAST MINUTE COUPON OFFERINGS
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ADDITIONAL SUGGESTIONS Show them you're a real entity. Credibility is key! Show shipping prices early Show errors proudly! Make it your fault.
DESIGN TIPSPayment gateway screens
LEGAL OBLIGATIONS
Terms Of Use Privacy Policy Taxation Obligations Refund Policy PCI Compliance
PCI COMPLIANCEWhat is PCI compliance?Where can I get more information?
pcisecuritystandards.org
States laws supersede PCI compliance. If you suffer a breach and credit card numbers are stolen you risk criminal prosecution. The laws vary from state to state and are constantly in flux as lawmakers are only just beginning to realize how serious of a matter this is.
So what can I do?
PAYMENT GATEWAYS
FORGETTABLES Affiliate Programs Social Sharing The Thank You Page – Upsell opportunity? The Order Confirmation Email – Upsell opportunity? Automated Mailing Lists – Upsell opportunity? Follow Up Emails – Upsell opportunity? Abandoned Cart emails – Upsell opportunity? Live Chat Outstanding Customer Service Coupon Management
ECOMMERCE TRENDS
Mobile Friendly Experience Social Media Selling Combining Content + Commerce Video Seduction In App Push Shopping Keep an eye on Apple Pay
Q&A
Mike CarsonIntegrated Technology and Design Inc.
ITDwebdesign.comJoomlaShowroom.com