DIIIZ AND ECOMMERCE, FAR MORE THAN A SALES WEBSITE STORY - Ecommerce Summit

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Vincent Jadot
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DIIIZ AND ECOMMERCE, FAR MORE THAN A SALES WEBSITE STORY - Ecommerce Summit

  1. 1. DIIIZ.com far more than a sales website story 26 february 2014
  2. 2. DIIIZ.com, far more than a sales website story IN THIS PRESENTATION  Context of the project  Analyzing the needs in 4 key questions: • How to BRAND a small local company in a global e-business environment? • How to DELIVER an effective & competitive e-commerce website with a limited budget? • How to OPTIMIZE the sales process through the whole e-purchase experience • How to FACILITATE the day to day management for the DiiiZ administrators?  Some key facts  Question & Answers 2
  3. 3. Context of the project 3
  4. 4. DIIIZ.com, far more than a sales website story CONTEXT OF THE PROJECT  Small start-up  Three motivated design lovers  Customizable Classic 20th Century pieces of furniture (public domain rights)  Direct from factory in short delays (no minimum #)  E-business only (no brick and mortar store)  Limited budget (under 25k) 4
  5. 5. How to BRAND a small local company in a global e-business environment? 5
  6. 6. DIIIZ.com, far more than a sales website story E-BRANDING T context in short: he New project & structure = No brand history Name must appeal to a worldwide audience Heavy competition on the segment  Importance of the « Design » aspect of the Brand 6
  7. 7. DIIIZ.com, far more than a sales website story E-BRANDING H ence the new brand had to… B impactful e In a world full of competitors (especially in the very crowded world of online furniture shops), this brand had to be easily recognizable and remembered > T shorter, the better! he B worldwide e If « soon to be Diiiz » wanted to be perceived as a multinational brand, a .com extension was a must (but no small challenge)! Availability on other key extensions (.net / .eu) and biggest international markets (.fr / .de / .co.uk / …) would even be better. 7
  8. 8. DIIIZ.com, far more than a sales website story E-BRANDING H ence the new brand had to… B innovative /distinctive e Online furniture brands are often very name-descriptive. Taking another approach (à la « MyFab ») would help the brand differentiate from its competition. 8
  9. 9. DIIIZ.com, far more than a sales website story E-BRANDING 9
  10. 10. DIIIZ.com, far more than a sales website story E-BRANDING A very useful hint? F ound one gem of a name? Reserve fast! Don’ t wait for the final decision to book the name DNS (and parallel extentions). You never know if someone isn’ t just trying to take that name at the same moment. And trust us… finding a new name when one was already on top of everyone’ s list is no easy task ! Already found that perfect name ? Check now… > www.universdns.com 10
  11. 11. How to DELIVER an effective & competitive e-commerce website with a very limited budget? 11
  12. 12. DIIIZ.com, far more than a sales website story DEALING WITH A LIMITED BUDGET P a lot of attention to the pre-design phase ay The Zoning step of the project is crucial. Every detail must be thoroughly analyzed, structured… and validated before starting the Design step. 12
  13. 13. DIIIZ.com, far more than a sales website story DEALING WITH A LIMITED BUDGET Set in motion tricks that will cut down the production costs ! Whether graphical or technical, try to find ways to optimize the production of the elements that have multiple occurrences on the site, and that may be subjects to changes. For DiiiZ, we significantly reduced the « Images » production costs by: • making all master images re-usable on various sizes > less images to produce • making promo & price tags in HTML > no images to produce 13
  14. 14. DIIIZ.com, far more than a sales website story DEALING WITH A LIMITED BUDGET Remember that you are NOT Amazon.com… phase your project! Your budget will not allow you to have the same features as a global player that has millions available to spend. Stick on what is really essential. Keep the « nice to have » features for future PLANNED upgrades. Each one will increase your user experience… and your sales! The Diiiz website is already expecting future evolutions: DiiiZ Step 1 DiiiZ Step 2 DiiiZ Step 3 Purchase history Wish List Mobile version Etc… 14
  15. 15. DIIIZ.com, far more than a sales website story DEALING WITH A LIMITED BUDGET W hat you CAN’T cut from your Phase 1! Security > a good safe transaction is the basis of all form of commerce. Your platform must be UBER secure, often via a third party platform. E rgonomy /UX design > you HAVE to be effective in your user interface in order to sell (navigation / content structure). Also, any main UX changes after phase 1 will be far more difficult to implent within the already developed system. SE or COM > Even if you have the best product in the world, without any way to O drive trafic to it, you’ ll get stuck with your stock! 15
  16. 16. How to OPTIMIZE the sales process through the whole e-purchase experience 16
  17. 17. DIIIZ.com, far more than a sales website story SALES OPTIMIZATION Use a slider for your key messages • best selling products • main promotions • temporary events If price is a bargain, show it! • price comparison / slashed price • rebate stamp 17
  18. 18. DIIIZ.com, far more than a sales website story SALES OPTIMIZATION Give key info about your main Customer services / engagements as soon as possible > homepage … and keep doing it whenever you can! > internal pages >F AQs K eep« fears » away from your potential customers eep « fears » away from your potential customers K 18
  19. 19. DIIIZ.com, far more than a sales website story SALES OPTIMIZATION FAQs is your first line of customer care… it must be effective and clear! • stick to the most important facts • keep it up to date • use technical gimmicks to clarify the information (here, collapse titles) • categorize if too much individual informations to provide M anageyour F AQpage wisely anage your F AQ page wisely M 19
  20. 20. DIIIZ.com, far more than a sales website story SALES OPTIMIZATION  Contextual cross-suggestions > Use visitors current interests to target other potentially interesting products  Conversational tools > Keep the potential / existing customer engaged on a longer period • Social media: must have a purpose that is NON-commercial in nature (information / entertainement / customer relation) • Newsletter: excellent media for new product / promotion info  M ultilingual website > If your product is related to specific textual informations (here product / designer « history »), you will have a greater impact if the message is in the language of the visitor Other sales optimization elements Other sales optimization elements 20
  21. 21. How to FACILITATE the day to day management for the administrators? 21
  22. 22. DIIIZ.com, far more than a sales website story FACILITATE DAY TO DAY ADMIN Pay a lot of attention to your management interface (CMS) • the DiiiZ CMS was created to perfectly fit their day-to-day needs • it was made to be as autonomous /easy to use as possible 22
  23. 23. DIIIZ.com, far more than a sales website story FACILITATE DAY TO DAY ADMIN Avoid simultaneous management of short and long term data • separate DiiiZ admin pages were created for items that doesn’ t share the same update pattern P roduct description VS Stock 23
  24. 24. DIIIZ.com, far more than a sales website story FACILITATE DAY TO DAY ADMIN Avoid simultaneous management of short and long term data • what could be updated at the same time was regrouped P rice variation field added to the Stock page 24
  25. 25. DIIIZ.com, far more than a sales website story FACILITATE DAY TO DAY ADMIN Automatize as much process as can be • DiiiZ management time was shortened via multiple automatizations • it helps them avoid human mistakes… and ensure a more up-to-date information on DiiiZ.com Make it HTML as often as possible • We avoided images as much as could be (promo stickers / prices / …) • It lowered production costs … but also eased future updates 25
  26. 26. Some key facts 26
  27. 27. DIIIZ.com, far more than a sales website story SOME KEY FACTS No more paper catalogue > DiiiZ use its website as a sale tool when doing face to face sales prospection (on iPad) No advertising or paid promotional tool used > only Facebook & SEO optimization DiiiZ original investment already recovered in less than 6 months! … one more happy client ;-) 27
  28. 28. Questions & answers time 28
  29. 29. R E ue gide Van Ophem 40a |B -1180 B russels Phone : +32 2 344 20 44 | Fax : +32 2 344 50 44 | office@mw-a.net | www.mostwanted-agency.net ING : IBAN BE69 3630 7515 9478 | VAN BREDA : IBAN BE89 6451 5903 6585 | TVA BE 0826.289.451 © MostWanted - Wild Digital Agency 2014 Vincent J adot CEO – Project Manager vincent@mw-a.net

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