ECOMMERCE STRATEGY     IN-A-BOXProper Preparation Prevents Poor Performance
ECOMMERCE METHODOLOGY• A successful eCommerce site requires upfront investment of time  and effort for research and planni...
ECOMMERCE METHODOLOGY
CLIENT INTERVIEWS• Company vision, mission, tagline, strategy business proposition,  branding• Industry completeness, nami...
TARGET AUDIENCE• Understanding primary, secondary and tertiary• Demographic, gender, age, socio-economics, geographic loca...
COMPETITIVE ANALYSIS• Check out direct competitors (online) eCommerce site layouts,  model and unique functionalities• Fin...
SEO KEYWORD RESEARCH• Keyword relevancy: do your site’s offerings satisfy the queries?• Keyword popularity: do the query h...
OBJECTIVES AND EXPECTATIONS• Desired features and functionalities to support products & users• Timetable until product lau...
DELIVERABLES: RESEARCH FINDINGS•   The foundation of successful eCommerce sites is a clearly articulated    strategy. Know...
TARGET AUDIENCE & PERSONAS•   Define primary, secondary and tertiary target audience based on    research findings•   Define ...
USER & FUNCTIONAL REQS•   Define basic site functionality•   Define advanced and unique site functionality•   Characterize c...
SEARCH & CONTENT REQS• Content types and formats• Content management requirements, authorizations, workflow• User generated...
TECHNICAL REQUIREMENTS• Expected user volumes for each site• Security & authentication requirements• Performance requireme...
SEO REQUIREMENTS• URL structure definition• Homepage and all landing-page content accommodation• Metadata scripting• Dynami...
LANDING PAGE UX• 80/20 Landing page mapping• Landing page layout and structure• Landing page cross links and cohesiveness•...
CREATIVE BRIEF• Returns your attention to those aspects of the sites your users  will notice first – the visual elements of...
DELIVERABLES: ECOMMERCE REQUIREMENT            SPECIFICATIONSPurpose: Translating users needs as stories and eCommercemark...
NAVIGATION TREE• Helps direct users browsing in the sites to ensure positive user  experience• Prepare a detailed taxonomy...
LABELING & THEMATIC ARCHITECTURE• Define a unique and clear label for each item in taxonomy (like  the label used for a spe...
FUNCTIONAL DESIGN / WIRE-FRAMES • Functional design ensures that everyone knows exactly what the   scope of work is • Desi...
USER EXPERIENCE GUIDELINES• UX guidelines should support creative designers and software  developers to create a user frie...
DELIVERABLES: WIRE-FRAMES & UX GUIDELINESSynchronize all requirements to develop afunctional design for each eCommerce sit...
BEYOND STRATEGY IN-A-BOXExecutive Sponsor and Stakeholders will review each eCommerce RequirementsSpecifications (ERS) and ...
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eCommerce Strategy In-a-Box

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A successful eCommerce site requires upfront investment of time and effort for research and planning. In this Strategy In-a-Box, you will follow a proven methodology - a consistent step-by-step approach that combines industry best practices to guide your eCommerce site development.

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  • eCommerce Strategy In-a-Box

    1. 1. ECOMMERCE STRATEGY IN-A-BOXProper Preparation Prevents Poor Performance
    2. 2. ECOMMERCE METHODOLOGY• A successful eCommerce site requires upfront investment of time and effort for research and planning.• Methodology - a consistent step-by-step approach that combines industry best practices to guide your eCommerce site development.• Doing this, your eCommerce strategy will benefit from: • Higher conversion rate • Reduced cost in the eCommerce site lifecycle • Increased user satisfaction & enhanced experience • Search engine friendly sites • Scalable eCommerce platform
    3. 3. ECOMMERCE METHODOLOGY
    4. 4. CLIENT INTERVIEWS• Company vision, mission, tagline, strategy business proposition, branding• Industry completeness, naming and terminology, growth rate and direct competitors• Product attributes, variables, terminology, 80/20• eCommerce site objectives and business goals• Existing site analytics
    5. 5. TARGET AUDIENCE• Understanding primary, secondary and tertiary• Demographic, gender, age, socio-economics, geographic location, web savvy, specific needs• Exposure to current brands and products• Brand oriented• Price oriented
    6. 6. COMPETITIVE ANALYSIS• Check out direct competitors (online) eCommerce site layouts, model and unique functionalities• Find out what competitors do well online and what they don’t• Investigate opportunities using online media• Search for indirect competitor offerings• Analyze similar niche sites to learn more
    7. 7. SEO KEYWORD RESEARCH• Keyword relevancy: do your site’s offerings satisfy the queries?• Keyword popularity: do the query have significant search volume?• Keyword clarity: is “egg” a product of a Chicken or a color?• Commercial aspects: does the user typing this query want to buy? Or just learn? You want to target buyers first!
    8. 8. OBJECTIVES AND EXPECTATIONS• Desired features and functionalities to support products & users• Timetable until product launch• Desired market share for each eCommerce site• “I want to be like”… examples of model eCommerce sites• Adequately managed monthly & yearly budget to support product development and maintenance
    9. 9. DELIVERABLES: RESEARCH FINDINGS• The foundation of successful eCommerce sites is a clearly articulated strategy. Knowing both: • what you want each site to accomplish for our business/market • what you want each site to accomplish for our users & customers• helps with all decisions you have to make about every aspect of your eCommerce sites. The outcome of this phase: a clear sense of what each eCommerce site isabout and what the users & customers want.
    10. 10. TARGET AUDIENCE & PERSONAS• Define primary, secondary and tertiary target audience based on research findings• Define personas (articulated summary of the characteristics, needs, motivations and environment of your defined web users)• Draw possible scenarios (case studies) for each of the personas
    11. 11. USER & FUNCTIONAL REQS• Define basic site functionality• Define advanced and unique site functionality• Characterize custom user requirements (for each persona)• Define user profile management requirements• Identify transactional functions (shopping process, integration with backend systems like inventory system, POS software etc.)• Define administrative functionality and requirements
    12. 12. SEARCH & CONTENT REQS• Content types and formats• Content management requirements, authorizations, workflow• User generated content areas, moderation, workflow• Define search behavior and advanced search features to support fast location of information• Auto complete sources, automatic spell corrections, similar terms display
    13. 13. TECHNICAL REQUIREMENTS• Expected user volumes for each site• Security & authentication requirements• Performance requirements (i.e. page load time)• Support requirements• Supported browser types, including browser resolutions
    14. 14. SEO REQUIREMENTS• URL structure definition• Homepage and all landing-page content accommodation• Metadata scripting• Dynamic sitemaps management (XML)• Robots.txt file (re)definitions• Custom 404 page content and structure• Internal search management and tracking• Analytics code implementation
    15. 15. LANDING PAGE UX• 80/20 Landing page mapping• Landing page layout and structure• Landing page cross links and cohesiveness• All top tab content must be indexable (no internal or htaccess redirects)
    16. 16. CREATIVE BRIEF• Returns your attention to those aspects of the sites your users will notice first – the visual elements of the site• Contains the brand identity, the type of audience, the “story” each site should tell, the tone and imagery that each site should take on
    17. 17. DELIVERABLES: ECOMMERCE REQUIREMENT SPECIFICATIONSPurpose: Translating users needs as stories and eCommercemarket and site objectives into specific requirements for whatcontent and functionality each site will offer.Audience: Web development, Application development, brand/product managers, stakeholders, sponsors, testersThe outcome of this phase: a list of all requirements - gives thescope of what will be included in the final product (iteration).
    18. 18. NAVIGATION TREE• Helps direct users browsing in the sites to ensure positive user experience• Prepare a detailed taxonomy of all elements of each site• Cluster similar items into groups• Prioritize groups by importance• Highlight important items and place in higher location in tree• Add navigation aids – sitemaps, quick links, cross links
    19. 19. LABELING & THEMATIC ARCHITECTURE• Define a unique and clear label for each item in taxonomy (like the label used for a specific feature or product variant)• Make sure labeling is in correlation with SEO needs• Make sure there is no semantic overlap between labels
    20. 20. FUNCTIONAL DESIGN / WIRE-FRAMES • Functional design ensures that everyone knows exactly what the scope of work is • Designers and developers know exactly how and what they should execute • Identifies all features and where each should be placed • Prioritizes features - the most important features are prominently positioned on a page • Sketch all site pages from homepage and landing pages to specific pages
    21. 21. USER EXPERIENCE GUIDELINES• UX guidelines should support creative designers and software developers to create a user friendly application.• Set measurable usability goals for applications (time, accuracy, reusability, overall success, user satisfaction)• Define how specific design elements behave.• Define non-standard user interface components
    22. 22. DELIVERABLES: WIRE-FRAMES & UX GUIDELINESSynchronize all requirements to develop afunctional design for each eCommerce site andapplication. The functional design gives shape tothe mass of requirements, identifying specificaspects of interface, navigation and informationdesign. The outcome of this phase: a clear visualpresentation of the conceptualized eCommercesite. This acts as a way to communicate with thesponsors, stakeholders, clients, visual designers,digital & traditional marketers, content creators,and developers.
    23. 23. BEYOND STRATEGY IN-A-BOXExecutive Sponsor and Stakeholders will review each eCommerce RequirementsSpecifications (ERS) and provide feedbackProduct Owner will provide a price proposal for each eCommerce site DevelopmentPhase (EDP)This will help Executive Sponsor and Stakeholders choose which components of theERS will be included in each launch (iteration)Product Owner will provide a timetable for the continuing progress of each launch(iteration)
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