ecommerce website and marketing

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  • Ecommerce Website and Internet Marketing


  • - Ecommerce Opportunity - Ecommerce Web Site Design - Online Sales Strategy - Advanced Ecommerce Functionality - Product Listings - Internet Marketing - Word of Mouth Marketing - Social Media Marketing



  • Ecommerce OpportunityUS Ecommerce Spending 2006 ($ Billion)20052006Change (%)

    Jan. 1 Dec. 3182.3102.124

    Holiday Season (Nov.1 Dec.31) 19.6 24.626Source: comScore Networks, January 2007

    Ecommerce Growth- In 2010 Ecommerce will influence 50 percent of consumer salesSource: Jupiter Research

  • Ecommerce OpportunityWhat is Stopping Online Consumers From Buying More?Source: Marketing Sherpa, Inc.14%12%41%36%49%21%53%39%Sites/Carts too complicatedReturn/Exchange policiesFraud/IdentityTheftSharing Personal Info

  • Ecommerce ComponentsComponents of the Ecommerce Enterprise

    - Marketing and Advertising - Online and Offline

    - Ecommerce Web Site - Converting Visitors to Buyers

    - Fulfillment - Inventory Management and Shipping

    - Customer Support

    - Warehouse/Drop Shipping

    - Product Acquisition

  • Ecommerce Web Site Basics

    Ecommerce Web site- Home Page- Support Page- Information Pages- Site Navigation and Design- Product Catalog - Category Pages and Detailed Product Pages

    - Shopping Cart and Check Out- Site Hosting (Infrastructure) and Security

  • Ecommerce Website Home Page

    - Identity - Logo and visual appearance

    - Purpose

    - Messaging and Value Proposition

    - Trust and Credibility - Manufacturer brand logos, SSL security certificate (Verisign/Thawte) logo, physical address, BBB Online, ScanAlert HackerSafe, TrustE

    - Findability - Navigation and Site Search

    - Customer Communication - Toll free phone number

  • Support Pages

    - How To Order/Help

    - Shipping and Handling

    - Return Policy - Clear instructions, RMA labels included with delivery, cross-channel returns- Customer Service

    - About the Company

    - Privacy Statement and Security Statement

    - Store Locator - Store locations(s), map, directions, phone number, hours, store photo and store events

    Ecommerce Web Site

  • Information Pages

    - They allow customers to educate themselves about products and markets

    - Enhance credibility by showing expertise and genuine motivation to help- Help customers differentiate between alternative products

    - Act as keywords optimized content to enhance organic search engine visibility and increase search engine traffic

    - Other helpful information pages: How-to-Guides, Glossaries and Tips can provide a link bait SEO-benefit

    Ecommerce Web site

  • Site Navigation

    - Global Site Navigation - Logical groupings of product categories and information

    - Quick Links - Allows visitors to find and identify important information with a single link from the home the home page instead of drilling down through the navigation tree.

    - Bread Crumb Navigation - E.g. Bottles > Plastic > Square Helps visitors identify their location within a Web site at any time.

    - Site Map Navigation

    - Winnowing - Category pages Allows users to pre-narrow down product selection according to attributes of interest

    Ecommerce Web site

  • Site Search- Convenience Tool for User Who Know What They Want- Search Box - Make available on every page Label with Search - 25-29 character wide- Search Keyword Capture

    Internal Search Conversion RatesSource: WebSide Story, January 2006Ecommerce Web site

  • Product Catalog - Category and Sub-Category Pages

    - Category Description- Keyword-rich, category description of approximately 400 characters placed at the top of the Category page

    - Product Name

    - Product Description - Short, unique keyword-rich product description

    - Product Image - Clickable thumbnail image

    - Add To Cart Button

    Ecommerce Web site

  • Product Catalog Detailed Product Pages

    - Product Name

    - Product Description- Unique keyword-rich product description

    - Product Image - View larger image

    - Send-to-a-Friend

    - Design Principles- Place important information above-the-fold on 800 x 600 resolution screen- Large Add to Cart button placed above-the-fold

    Ecommerce Web site

  • Ecommerce Web Site Shopping Cart

    - High Flexibility for Adding, Deleting and Editing of Items in the Shopping Cart- Change color and sizes Change quantities Delete items- Provide the user with a link back to the product page for product verification

    - Save Shopping Cart Content When User Leaves

    - Design Principles- Place all shopping cart and related information above-the-fold- Show related items below the shopping cart items

  • Check Out and Registration

    - Voluntary Customer Registration

    - Corporate Registration (B-to-B only)

    - Shipping and Billing- Allow data interchange between shipping and billing forms

    - Payment Systems- Credit Card, Debit Card, PayPal, Google Checkout

    - Design Principles - Avoid requesting excessive information at check out - Place important informationabove-the-fold - Implement progress indicator for multi-step check out process (Next Step and Step 2 of 5)

    Ecommerce Web Site

  • Ecommerce Web Site

    Payment Processing Workflow (I)

  • Payment Processing (II)

    - Merchant Accounts

    - Payment Gateways - Up front set-up fee - Fixed transaction fee - $0.30 / 3.5% per transaction

    - Bank Processing Fees - Discount rate percentage of sales - Fixed transaction fee - $0.20 - $0.30 per transactionEcommerce Web Site

  • Site Administration

    - Order Management- Search for order(s) by name, company name, date, order id, order status- Process order(s) for further processing- Delete order(s)

    - Product Management- Manual product entry- Bulk upload (product feed)- Product shipping info (drives carrier shipping tables)- Out of stock notification

    - Sales Statistics- Sort and display sales revenue by date range, by product category, by product, and by customer

    Ecommerce Web Site


  • Site Hosting and Security

    - Shared Hosting versus Dedicated Hosting- Site Performance- Web site conversion rates jump dramatically once pages load faster than 8-10 seconds

    - Security- Secure SSL Connection- PCI compliance (AMEX, Discover Card, Visa, MasterCard requirement)- Hardware Firewall

    - Data Center- Bandwidth- Data back-up- RIAD- Server maintenance, hardware/software upgrades and ongoing support

    Ecommerce Web Site

  • Business-to-Business Ecommerce

    - Payment Models

    - Open Terms/Purchase order - Credit card Payments- Cash on Delivery

    - Whole Sale Pricing

    - Corporate Account Management

    Ecommerce Web Site

  • Ecommerce Web Site- Ecommerce Networks

    - Yahoo Shopping Network, Monster Commerce, Miva Merchant (high-end)

    - Inexpensive, easy-to-use and set up for entry-level solution

    - Need professional site designer and copywriter for credible Web site

    - None or limited customization, integration and search engine optimization options

    Ecommerce Web Site Options (I)

  • Ecommerce Web Site

    Integrated Ecommerce Software Suite

    - Cube Cart, CandyPress, OS Commerce, Magento, Prestashop,

    - Hard to tailor to customer workflow and functional requirements

    - Requires web developer/programmer for front-end to back-end integration and customization

    Custom Ecommerce Web Site

    - Tailored to customer workflow and functional requirement

    - Requires web developer/programmer for Development and customization

    Ecommerce Web Site Options (II)