Carpenter Supplycon


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  • Carpenter Supplycon

    1. 1. Web Strategies for Small Business: Making the Most of Your Web Site A briefing for: Public Procurement Forum 2004 December 6th, 2004
    2. 2. Order of Presentation <ul><li>Setting the Stage: Projected Growth & the Role of Multi-Channel Marketing </li></ul><ul><li>Home Page Recommendations </li></ul><ul><li>Basic Design, Content & the Online Store </li></ul><ul><li>Case Studies: 2 Gourmet Food Retailers </li></ul><ul><li>Resources: Articles & Books </li></ul><ul><li>Education Opportunities through VECTEC </li></ul><ul><li>Questions?? </li></ul>
    3. 3. Projected Growth of Online Retail Sales <ul><li>2004 Percentage of Total Sales - 4% </li></ul><ul><li>2008 Percentage of Total Sales - 6% </li></ul>Source: Jupiter Research 2004 <ul><li>Online Influence of Off-line Purchasing Also Increasing </li></ul><ul><ul><li>2004 - 18% of offline sales influenced by online sales </li></ul></ul><ul><ul><li>2008 - 29% of offline sales influenced by online sales </li></ul></ul>
    4. 4. Online Sales Category Growth 2002-2008 Online Channel Share 2008 Compound Annual Growth 2003-2008 Source: Jupiter Internet Shopping Model PCs Software Jewelry Toys Video Games Books Flowers Videos Event Tx Footwear Cons. Elec Apparel Other Lg Appl Music Peripherals Sport Gds Office Prod Grocery Art/coll Garden Supply Spec. Gifts Movie Tx Furniture P. Care Auto Parts OTC Drugs Med Sply Home Imp. Housewares Neutra Plateau Growth Steady Growth Steep Growth
    5. 5. Multi-Channel Marketing is the Key <ul><li>Single channel retail outlets are going the way of the buggy whip - extinct! </li></ul>Close to 45 percent of store retailers are now using three channels to market their products and are finding these customers are also the most profitable.
    6. 6. Capturing the customer begins with your home page <ul><li>Does your home page . . . </li></ul><ul><ul><li>Communicate what your company does </li></ul></ul><ul><ul><li>Explain the value your site offers over its competition </li></ul></ul><ul><ul><li>Provide good navigation to your company’s major products & services </li></ul></ul>
    7. 7. <ul><li>Company Name/Logo </li></ul>Home Page Recommendations <ul><ul><li>Placement: upper left corner </li></ul></ul><ul><ul><li>Size: modest (80 x 68 pixels) </li></ul></ul><ul><ul><li>Company tagline: brief less than </li></ul></ul><ul><ul><li>10 words explaining what your </li></ul></ul><ul><ul><li>company does </li></ul></ul><ul><ul><li>Complexity of products may </li></ul></ul><ul><ul><li>warrant additional information </li></ul></ul><ul><ul><li>below the header </li></ul></ul>
    8. 8. <ul><li>Entrance to My Account </li></ul><ul><ul><li>Needs to be in prominent </li></ul></ul><ul><ul><li>location, usability experts </li></ul></ul><ul><ul><li>recommend upper right </li></ul></ul><ul><ul><li>hand corner of site. </li></ul></ul>Home Page Recommendations
    9. 9. <ul><li>Search Input Box </li></ul>Home Page Recommendations <ul><ul><li>Generally located within </li></ul></ul><ul><ul><li>or below the banner </li></ul></ul><ul><ul><li>Input box should contain </li></ul></ul><ul><ul><li>a minimum of 25 </li></ul></ul><ul><ul><li>characters </li></ul></ul>
    10. 10. <ul><li>Primary Navigation </li></ul>Home Page Recommendations <ul><ul><li>Best placement: Below the </li></ul></ul><ul><ul><li>company logo in left-hand </li></ul></ul><ul><ul><li>navigation column or </li></ul></ul><ul><ul><li>within center of site above </li></ul></ul><ul><ul><li>the fold. </li></ul></ul><ul><ul><li>Items to include: Online </li></ul></ul><ul><ul><li>Store, About Us , & Contact </li></ul></ul><ul><ul><li>Us . </li></ul></ul><ul><ul><li>Resist urge to list all of your products </li></ul></ul><ul><ul><li>on the home page, instead group them into meaningful categories </li></ul></ul>
    11. 11. <ul><li>Featured Products </li></ul><ul><ul><li>Placed in center section </li></ul></ul><ul><ul><li>of site. </li></ul></ul>Home Page Recommendations <ul><ul><li>Best practices: feature </li></ul></ul><ul><ul><li>2-3 products including </li></ul></ul><ul><ul><li>product description, </li></ul></ul><ul><ul><li>price, and direct link to </li></ul></ul><ul><ul><li>shopping cart. </li></ul></ul>
    12. 12. <ul><li>Footer </li></ul><ul><ul><li>Found at bottom of page </li></ul></ul>Home Page Recommendations <ul><ul><li>Includes: brief contact info, </li></ul></ul><ul><ul><li>copyright and privacy info. </li></ul></ul><ul><ul><li>Privacy policy is essential </li></ul></ul><ul><ul><li>if gathering customer info </li></ul></ul><ul><ul><li>or you engage in email </li></ul></ul><ul><ul><li>communications with the </li></ul></ul><ul><ul><li>customer. </li></ul></ul>
    13. 13. <ul><li>Pop-up Windows </li></ul><ul><ul><li>Can be particularly </li></ul></ul><ul><ul><li>frustrating on the home </li></ul></ul><ul><ul><li>page and often on other </li></ul></ul><ul><ul><li>pages as well, use sparingly. </li></ul></ul><ul><ul><li>A good question to ask --- </li></ul></ul><ul><ul><li>“ Is this relevant to the </li></ul></ul><ul><ul><li>majority of my customers?” </li></ul></ul>Home Page Recommendations
    14. 14. Basic Design, Content & the Online Store Let’s start with basic design . . .
    15. 15. Basic Design <ul><li>Consistency is paramount </li></ul><ul><ul><li>Major navigation, search, online store entrance, shopping cart info, etc. need to be in same place throughout site </li></ul></ul><ul><li>Emphasize what is important and place it appropriately </li></ul><ul><ul><li>Make it bigger, bolder, etc. </li></ul></ul><ul><li>De-clutter </li></ul><ul><ul><li>Be wary of: </li></ul></ul><ul><ul><ul><li>Extraneous graphics </li></ul></ul></ul><ul><ul><ul><li>Too much copy </li></ul></ul></ul><ul><ul><ul><li>Too many ads </li></ul></ul></ul><ul><ul><ul><li>Multiple navigation paths to same items </li></ul></ul></ul>
    16. 16. Basic Design <ul><li>Color use and choice </li></ul><ul><ul><li>Think carefully about your primary color - color choice may vary depending on the personality of the company </li></ul></ul><ul><ul><li>Limit to no more than 5-6 total on a page </li></ul></ul><ul><ul><li>High contrast works better (especially important for older customers) </li></ul></ul>
    17. 17. Basic Design <ul><li>Color use and choice </li></ul><ul><ul><li>Color wheel can assist </li></ul></ul><ul><ul><li>you in selecting </li></ul></ul><ul><ul><li>complementary colors </li></ul></ul><ul><ul><li>(opposite each other </li></ul></ul><ul><ul><li>on wheel) </li></ul></ul><ul><ul><li>To indicate relationships, </li></ul></ul><ul><ul><li>choose colors that are </li></ul></ul><ul><ul><li>near to each other </li></ul></ul>Select complementary colors
    18. 18. Basic Design - Other Color Variations This color scheme uses three colors: any hue and the two adjacent to its complement. (example: red, yellow-green, and blue-green) This scheme also uses three colors. They are evenly spaced from each other. (example: red, yellow, and blue) Split complementary Triadic
    19. 19. Basic Design - Other Color Variations This color scheme uses two pairs of complements. (example: yellow and violet, blue and orange) This scheme uses four colors: a triad and a complement to one of the hues. (example: red, yellow, blue and violet) This scheme uses four colors evenly spaced on the color wheel. A primary, secondary and two tertiary colors are used. (example: red, green, yellow-orange, and blue-violet) Alternate complement Tetrad Double complement
    20. 20. Basic Design <ul><li>Linking </li></ul><ul><ul><li>Be specific - use linkable keywords, but keep them brief, so the customer will know what to expect </li></ul></ul><ul><ul><li>Use color to distinguish visited (blue) and </li></ul></ul><ul><ul><li>unvisited (black) links. </li></ul></ul><ul><ul><li>Use roll-overs and other visual cues to let </li></ul></ul><ul><ul><li>shoppers know a graphic is an active link </li></ul></ul>
    21. 21. Content <ul><li>Copy “ Scanability ” </li></ul><ul><ul><li>Use short paragraphs for text copy </li></ul></ul><ul><ul><li>Use concise headings and subheadings </li></ul></ul><ul><ul><li>Use bulleted lists instead of paragraphs where possible </li></ul></ul><ul><li>Content pages </li></ul><ul><ul><li>The online store has moved beyond product </li></ul></ul><ul><ul><li>selling and promotion - product education is </li></ul></ul><ul><ul><li>just as important now. </li></ul></ul><ul><ul><li>Look for ways you can include value-added pages </li></ul></ul>
    22. 22. The Online Store <ul><li>Subcategory page </li></ul><ul><ul><li>Include name and small photo for 5-10 of top subcategories, i.e. </li></ul></ul><ul><li>Product detail page </li></ul><ul><ul><li>Image of each product </li></ul></ul><ul><ul><li>Next to each image include a description of the </li></ul></ul><ul><ul><li>product including color, size, weight, etc. </li></ul></ul><ul><ul><li>Include price and any hidden charges </li></ul></ul><ul><ul><li>(extra shipping and handling) </li></ul></ul>
    23. 23. The Online Store <ul><li>Does your shopping cart require registration before browsing - this can irritate potential first-time customers </li></ul><ul><li>Don’t force the customer to go to the shopping cart or checkout page each time they add an item to the cart - this adds an unnecessary step for those shopping for multiple items </li></ul><ul><li>Shopping carts running totals that include shipping and handling are more customer friendly </li></ul>
    24. 24. The Online Store <ul><li>Be sure to include total cart contents, quantities and prices at the checkout counter </li></ul><ul><li>Check counter is additional opportunity to provide complementary products to the customer </li></ul>
    25. 25. Case Study: Empire Machinery
    26. 26. <ul><li>Primary Products: </li></ul><ul><li>Industrial supply company includes power tools, pipe, grinding wheels and abrasive products. </li></ul><ul><li>Locations </li></ul><ul><li>Norfolk, Hampton, Richmond, Northern Virginia and North Carolina </li></ul><ul><li>Primary Customers: Northrop Grumman Newport News, Norshipco, Seimens, Ford Motor Company and International Paper. </li></ul><ul><li>Annual revenue: </li></ul><ul><li>$24 Million </li></ul><ul><li>105 Employees </li></ul>
    27. 27. <ul><li>Suggestions for improvement: </li></ul><ul><li>De-clutter header area containing primary navigation items, banner ad </li></ul><ul><li>and registered customer, new customer links </li></ul><ul><li>Add input box for search feature </li></ul><ul><li>Move link to Shopping cart above the product categories in left hand nav </li></ul><ul><li>Add company tagline to help first-time customers know they’ve come </li></ul><ul><li>to the right place </li></ul><ul><li>Featured products take up a lot of real estate - reduce size and combine </li></ul><ul><li>logos with title of product </li></ul><ul><li>Product cats are clearly defined </li></ul>
    28. 28. <ul><li>Suggestions for improvement (continued): </li></ul><ul><li>Too many logos across the bottom of the page - </li></ul><ul><li>move featured manufacturers to a new right hand </li></ul><ul><li>column </li></ul><ul><li>Footer issues: Copyright is out of date, add phone </li></ul><ul><li>number, and link to privacy policy. </li></ul><ul><li>Add more white space throughout. </li></ul>
    29. 29. <ul><li>Online Store: Suggestions for Improvement </li></ul><ul><li>Overall, categories are laid out well and succint. </li></ul><ul><li>Good use of crumbs </li></ul><ul><li>Subcategory links need to look more like links - </li></ul><ul><li>underline and in blue </li></ul><ul><li>Visual FAQ might be helpful </li></ul>
    30. 30. <ul><li>Online Store - Suggestions for Improvement </li></ul><ul><li>With fewer categories might display subcategories </li></ul><ul><li>in one or two columns - try to be consistent across </li></ul><ul><li>subcategories if possible. </li></ul><ul><li>Again - ensure links appear as links </li></ul><ul><li>Visual FAQ might be helpful </li></ul>
    31. 31. This page is done very well - provides a good description, tells whether item is in stock, includes price and flows directly to shopping cart.
    32. 32. Case Study: Whitley’s Peanuts
    33. 33. <ul><li>Primary Products: </li></ul><ul><li>Boiled Peanuts, Raw Peanuts, Honey Roasted Peanuts, Gift Packs and Corporate Gifts. </li></ul><ul><li>Locations </li></ul><ul><li>2 retail shops in Williamsburg and Gloucester along with shipping and processing facility in Gloucester. </li></ul><ul><li>Primary Customers: </li></ul><ul><li>Consumer and business driven. </li></ul>
    34. 34. Previous Home Page <ul><li>Whitley’s Site Re-Design </li></ul><ul><li>Clean up header area </li></ul><ul><li>Move newsletter input </li></ul><ul><li>box away from search </li></ul><ul><li>input box </li></ul><ul><li>Develop tag line to better </li></ul><ul><li>position Whitley’s against </li></ul><ul><li>competitors </li></ul><ul><li>Move primary navigation </li></ul><ul><li>above fold line </li></ul><ul><li>Group similar items into fewer subcategories </li></ul><ul><li>Include more space for featured items </li></ul><ul><li>Move logos off bottom of home page </li></ul>
    35. 35. New Home Page
    36. 36. Whitley’s New Home Page Continued
    37. 37. Previous Shopping Cart Entrance <ul><li>Whitley’s Re-Design </li></ul><ul><li>Increase consistency </li></ul><ul><li>between new home page </li></ul><ul><li>and product pages - header, </li></ul><ul><li>navigation, search, etc. </li></ul><ul><li>Make shopping cart more </li></ul><ul><li>customer friendly - remove </li></ul><ul><li>need to register before </li></ul><ul><li>ordering </li></ul><ul><li>Make copy more concise </li></ul><ul><li>and smaller images on </li></ul><ul><li>subcategory page. </li></ul>
    38. 38. New Shopping Cart Entrance Note the clear separation between “Shop” and “Information” navigation items.
    39. 39. New subcategory page Note new “You Might Also Enjoy” feature
    40. 40. Resources: Articles <ul><li>Top Ten Guidelines for Homepage Usability </li></ul><ul><li>Top 5 Most Important Web Usability Issues </li></ul><ul><li> Website Usability Tips - Homepage Usability Tips </li></ul>
    41. 41. Resources: Books <ul><li>Homepage Usability – 50 Websites Deconstructed by Jakob Nielsen & Marie Tahir – ISBN: 073571102 </li></ul><ul><li>Customer Centered Design – A New Approach to Web Usability by Kreta Chandler and Karen Hyatt - ISBN: 0130479624 </li></ul><ul><li>Shaping Web Usability: Interaction Design in Context by Albert N. Badre - ISBN: 0201729938 </li></ul><ul><li> The Unusually Useful Web Book by June Cohen – ISBN: 0735712069 </li></ul>
    42. 42. Additional Supplier Resources <ul><li>Small Business Administration - </li></ul><ul><li>Includes resources within the Small Business Development Centers </li></ul><ul><li>Federal Business Opportunities - </li></ul><ul><li>Single government point of entry for federal gov’t procurement </li></ul><ul><li>Acquisition Network for Federal Government - </li></ul><ul><li>FAR and DFAR, DFAR supplements, NASA, DOE regs - </li></ul><ul><li>Defense Fed Acq Regs Supplement - </li></ul><ul><li>Defense Acquisition University - </li></ul><ul><li>DoD contractors can enroll in classes as well as various self paced modules </li></ul><ul><li>Northrop Grumman OASIS - </li></ul><ul><li>Online Automated Supplier Information System </li></ul>
    43. 43. Education Programs <ul><li>E-Commerce Short Courses </li></ul><ul><ul><li>Dreamweaver MX 2004 - Dec. 14 & 15 </li></ul></ul><ul><ul><li>First day covers basic fundamentals and demonstrates why tool is powerful. Second day includes templates, behaviors, style sheets, layers, library items and more . </li></ul></ul><ul><ul><li>Several additional classes planned for Spring including Contribute, Illustrator for the Web and Pay Per Click Marketing. </li></ul></ul>
    44. 44. Research Programs <ul><li>PenSoft E-Business Resource Center </li></ul><ul><ul><li>Offers more than 1,000 timely articles and statistics for Virginia’s small to medium-size businesses regarding e-commerce, Internet marketing, security, law and other subjects. </li></ul></ul><ul><ul><li>EC glossary </li></ul></ul><ul><ul><li>Searchable database </li></ul></ul><ul><ul><li>Free resource for businesses as well as secondary and higher education faculty </li></ul></ul>
    45. 46. Directory Submissions and Link Building General Key Phrases Pay Per Click Site Optimization Strategies
    46. 48. Research Programs (cont.) <ul><li>Center for Technical Data & Information (CTDI) </li></ul><ul><li> </li></ul><ul><ul><li>Virginia’s Business, Technical and Scientific Research Center </li></ul></ul><ul><ul><li>CTDI fills critical research needs for Virginia companies including detailed information on competitors, potential customers, products and suppliers, etc. </li></ul></ul><ul><ul><li>Special rural research program available to companies within Southwest Virginia, Eastern Shore, Northern Neck and Southside Virginia. For details, see: </li></ul></ul>
    47. 49. Sample Question Our company needs information on medical service providers in Virginia with revenues greater than $2.5M. Where can we get that information? We retrieved exactly what they were looking for in just two hours through Hoovers D & B In-depth.
    48. 50. QUESTIONS?? Michelle Carpenter [email_address] Phone: 757-594-7092