ecommerce dev for business needs
TRANSCRIPT
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Development practices have a tangible impact on an online business’ bottom line. Building an ecommerce website that satisfies business needs and customer expectations allows a company to position its website in an increasingly competitive digital environment.
Ecommerce :DEVELOPMENT TO MEET BUSINESS NEEDS
2015GET STARTED
IntroductionI. Shopping ExperienceII. PerformanceIII. Plan For Weird Marketing SchemesIV. Great Products = Great Product Pages
Outline
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SHOPPING EXPERIENCE
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Shopping experience is everything that happens before this :
It takes only 1/10th of a second for a visitor to form an impression. Providing a flexible buying experience that adapts to the customer’s buying habits is key.
• Pleasurable: memorable experience
• Convenient: easy to use, works like I think
• Usable: can be used without difficulty
• Reliable: is available and accurate
• Functional: works as programmed
USER NEEDS PYRAMID
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Pleasurable
Convenient
Reliable
Functional
Usable
Marketing channels affect online purchase decisions. The customer journey has grown more complex, touching many different marketing channels.
Online Purchase Journey
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BLOG REVIEWORGANIC TRAFFIC
SEM
SOCIAL MEDIA
EMAILING
AFFILIATEPROMO CODE
Dimensions of omnichannel retailing• Brick2click• Device2Web• eAve2Web
OrderIDs and customerIDs should be generated through centralized database system to serve them in different stores, devices and websites.
Omnichannel: a seamless approach to consumer experience
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WEB
MOBILE
BRICK AND MORTAR
E-COMMERCE IN-PERSON
CALL CENTER
SOCIAL MEDIA
SMS
• One website to build and to manage.• Unique brand experience across devices• UX gains• Performance and UX gains• Easier for SEO• Easier for Analytics• Great for A/B testing
Responsive Design
Why would marketing want it ?
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Mobile and Tablet e-commerce is set to double by 2018 according to a Forrester Study.
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THE WEB SHOULD BE FAST – GOOGLE INC.
Performance
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Takeaways Customers hate waiting.Keep the load time under 2 seconds.
PERFORMANCE
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47 percent of web users expect a website to load in
under 2 seconds.
75% of consumers are willing to visit competitor sites
instead of dealing with a slow loading page.
47%
Want to rank well in search engines? Pay attention to how page attributes are rendered. Too many external resources, images that are not optimized, poorly written JavaScript affect search engine rankings.
Leveraging Cache
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ENSURE THE SERVER PROVIDES A VALIDATION TOKEN (ETAG)
USE CONSISTENTURLS
IDENTIFY WHICH RESOURCES CAN BE CACHED BY
INTERMEDIARIES
LEVERAGEBROWSER CACHING
DETERMINE THE OPTIMAL
CACHE LIFETIME FOR EACH RESOURCE
Define and configure the overall “caching hierarchy” and per-resource settings depending on:• Traffic patterns • Type of data served• Application-specific requirements for
data freshness
Leverage browser cache
There is no one best cache policy
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Caching Hierarchy
INVALIDATING ANDUPDATING CACHED
RESPONSESCACHING CHECKLIST
DEFINING CACHECONTROL
POLICY
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PLAN FOR WEIRD MARKETING SCHEMES
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The name of the game in e-commerce is to boost AOV – average order value.
Product recommendations are responsible for an average of 10-30% of eCommerce site revenues
MARKETING SCHEMES
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CONVERSION RATEOPTIMIZATION
PERSONALIZATION
UPSELLCROSS SELL
PROMOTIONSAND DISCOUNTS
E-COMMERCETRACKING
PROGRAMMATICMARKETING
A/B TESTING Failing to plan is planning to fail
Would you like fries with that? A brief case for upsell and cross sell
30%
10% - 30%3%
60% - 70%30% of people will add a last minute impulse item to their purchase if offered a relevant item that compliments their purchase.
Displaying cross-sells at checkout increased sales by another 3% in a recent study.Product recommendations are responsible
for an average of 10-30% of eCommerce site revenues
The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%.
Your client should choose one of the simple (and automated) options before moving up to more complex options.
Related Products
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Products from the same category (simple and automated)
Popular products from the same category or from all categories (simple and automated)
Products that you have marked as related to the current product (simple, but requires initial set up of links)
Products that other customers who bought this product also bought (requires some sales data to work)
Products the current customer has viewed recently (less simple, but automated)
Products that the site decides you might like based on a combination of factors (not simple, but automated).
Related Products
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Specific discount structure – Some Promotions To Plan For
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PRODUCT BUNDLES
BUY ONEGET ONE FREE
PERSONALIZEDCOUPONS
FREE SHIPPING
CUSTOMER SPECIFIC PRICINGFREE TRIALS
MULTIPLECOUPONS
GIFT CARDS
CART ABANDONMENTSTRATEGIES
Analytics
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Marketing without data is like driving with your eyes closed – Dan Zarella
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GREAT PRODUCTS = GREAT PRODUCT
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• Define your understanding of product• Product variant combinations should
all have a SKU, price, stock level, etc.• Get a sense of scale • Agree on product page• Agree who does product loading• Agree on how to track stocks
Product Catalogue ConsiderationsProduct catalogue considerations
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Product Catalog
Product Loading/Product Input
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3 options for product loading:1. Have the client use the product
management tools provided in the ecommerce platform
2. Import from a spreadsheet3. Live integration with an external
system (most expensive)
Reiterate to your client how time consuming product loading is – it takes about 15 minutes for each “product” to find and load the information
Product loading : the main cause of delays in the launch of new ecommerce websites.
1. Product shot2. Product Name3. Product Price4. Quantity + Add to cart5. Product Description (and options)
Extras ?Social Media, Reviews, Related items, Promotions, Shipping, Saved Cost
Anatomy of a product page
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Product shot
Product name
Price
Description
Quantity & Add to cart
5 Vital Elements + A Few Extras
Category Checklist• Structure: Main category, sub category,
specific category• Should add value for the user• Short URLs (for SEO)
Faceted Navigation• Contains facets and filters• Should be optimized for SEO
Product Page Listing• Show numbers• Use filters• Use good quality product photos
Navigation and information architecture
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• Clean, unique URLs• Breadcrumbs• Descriptive and unique content• Strong content hierarchy (H1, H2, H3)• Internal Linking• Fast loading• Rich Snippets
SEO 101 and best ecommerce practices
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SEO makes for a great product page not only within your website but within the Web.
Get proficient at integrating semantic markup.
SOCIAL MEDIA IS USED TO DISCOVER PRODUCTS
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Twitter Cards
Facebook Open Graph
1. Pinit button for every product image2. Markup (Open Graph of Schema
markup)3. Image description – any information
that could boost sales should be in.
Concrete Case : Pinterest
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Onsite Search
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Onsite Search should lead to more selling opportunities and
conversions
Search Products,
Categories, SKUs
Optimized(No) Results
Pages
Sorting Results
AutocompleteSpelling Errors
Onsite Search : Concrete Case
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The checkout process
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Build Trust With Buyer Friendly Checkout Process
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Keep the whole process short, simple, logical and distraction free
• Avoid payment processing delays• Don’t force registration! Support guest checkout• Trust signal: use a Trusmark• SSL Certificate• Easy form filling• Progress indicators• Have a proper cart page• Use a “mini cart” in the top right corner
Cart Page• Confirmation of every detail
regarding the product• Direct link back to products in cart• Easy quantity change Show a picture
of the exact product • “Continue checkout” button• Total price shown with shipping• Credit card or email address not
required prematurely
Cart Menu and Cart Page
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• Total price and number of items shown
• Link to the cart page to details• No “mini cart”, no cart widget.
Must have a cart page.
Cart Menu
For retailers seeking to create a connected customer experience, managing inventory across channels is one of the biggest barriers.
Seamless Inventory
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Real Time Transactions Holistic MethodologyInventory Shared
A system architecture that allows for live transactions with a single and centralized database is the primary driver for a successful approach to seamless omnichannel fulfillment.
Omnichannel Fulfillment : Leverage Inventory Across All Channels and Locations
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These are not extensive, they are just a means to get you started thinking about performance, conversion rate optimization and SEO.
Quick Checklists
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Code minification Minify Html Minify Css Minify Javascript Load Ressources Asynchronously Externalize Javascript And CSSOptimize Rich Media Compress Images Without Loss Of Quality* Specify Image Width And Height Attributes Make Sprites When It Is Relevant Social Sharing Buttons And Other External Javascript Plugins Activate Gzip Compression Minimize Redirects Activate Cache Minimize Database Hits Leverage Browser Cache
Cache optimization on all levels
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Product Page Do’s Use large, high res photos on a white
background. Use zoom features Allow scroll to between images. Indicate clearly when additional images or
zoom features are available Provide a short product summary at the
top of the page or next to the photo. Add a border to the action area – where
people select options and click buttons. Ordering options near the top in action
area Use breadcrumbs
Highly Converting Product Page Checklist
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Product Page Dont’s Put a large block of copy near or
above the CTA button. Hide your add to cart button until
someone makes a selection. Make availability information an extra
click away. Have a subtle change when someone
clicks your add to cart button. People will miss your “Successfully added” message.
Performance Cache Code minification Load ressources asynchronouslyOptimize Rich Media ALT Titles Width and height attributesOptimize Content Unique title, product description, meta description 1 product = 1 URL (or canonicals) No duplicate content Use HREF LANG for multiple languagesIntegration Content hierarchy Rich snippets Internal search Canonicals No index
SEO Checklist
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CONTENT INTEGRATION
RICH MEDIA
PERFORMANCE
Thank you!
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