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.
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Ecommerce dev for business needs
1. SEARCH ENGINE RANKINGS
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
2015
GET STARTED
4. 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.
5. • 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
5
Pleasurable
Convenient
Reliable
Functional
Usable
6. Marketing channels affect online purchase decisions.
The customer journey has grown more complex, touching many different marketing
channels.
Online PurchaseJourney
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BLOG REVIEW
ORGANIC TRAFFIC
SEM
SOCIAL MEDIA
EMAILING
AFFILIATE
PROMO CODE
7. 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
EMAIL
BRICK AND MORTAR
E-COMMERCE
IN-PERSON
CALL CENTER
SOCIAL MEDIA
SMS
8. • 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.
10. Takeaways
Customers hate waiting.
Keep the load time under 2 seconds.
PERFORMANCE
10
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%
11. 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 CONSISTENT
URLS
IDENTIFY WHICH RESOURCES
CAN BE CACHED BY
INTERMEDIARIES
LEVERAGE
BROWSER
CACHING
DETERMINE THE
OPTIMAL
CACHE LIFETIME FOR
EACH RESOURCE
12. 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 AND
UPDATING CACHED
RESPONSES
CACHING
CHECKLIST
DEFINING CACHE
CONTROL
POLICY
14. 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 RATE
OPTIMIZATION
PERSONALIZATION
UPSELL
CROSS SELL
PROMOTIONS
AND DISCOUNTS
E-COMMERCE
TRACKING
PROGRAMMATIC
MARKETING
A/B TESTING
Failing to plan is planning to fail
15. 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%.
16. Your client should choose one of the
simple (and automated) options before
moving up to more complex options.
Related Products
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17. 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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18. Specific discount structure – Some Promotions To Plan For
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PRODUCT
BUNDLES
BUY ONE
GET ONE FREE
PERSONALIZED
COUPONS
FREE SHIPPING
CUSTOMER
SPECIFIC PRICING
FREE TRIALS
MULTIPLE
COUPONS
GIFT CARDS
CART ABANDONMENT
STRATEGIES
21. • 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 CatalogueConsiderations
Product catalogue considerations
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Product
Catalog
22. 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 spreadsheet
3. 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.
23. 1. Product shot
2. Product Name
3. Product Price
4. Quantity + Add to cart
5. 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
24. 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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25. • 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.
26. Get proficient at integrating semantic markup.
SOCIAL MEDIA IS USED TO DISCOVERPRODUCTS
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Twitter Cards
Facebook Open
Graph
Instagram
Pinterest
LinkedIN
27. 1. Pinit button for every product image
2. 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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28. Onsite Search
28
28
Onsite Search should
lead to more selling
opportunities and
conversions
Search
Products,
Categories,
SKUs
Optimized
(No) Results
Pages
Sorting
Results
Autocomplete
Spelling Errors
31. 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
32. 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 Menuand 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
33. 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
34. 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.
OmnichannelFulfillment:
LeverageInventoryAcross All Channels and Locations
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35. SEARCH ENGINE RANKINGS
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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36. Code minification
Minify Html
Minify Css
Minify Javascript
Load Ressources Asynchronously
Externalize Javascript And CSS
Optimize 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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37. 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 PageChecklist
37
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.
38. Performance
Cache
Code minification
Load ressources asynchronously
Optimize Rich Media
ALT
Titles
Width and height attributes
Optimize Content
Unique title, product description, meta description
1 product = 1 URL (or canonicals)
No duplicate content
Use HREF LANG for multiple languages
Integration
Content hierarchy
Rich snippets
Internal search
Canonicals
No index
SEO Checklist
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CONTENT INTEGRATION
RICH MEDIA
PERFORMANCE
Omnichannel is concentrated on a seamless approach to consumer experience
3 dimensions to omnichannel retailing:
Brick2Click
Device2Web
eAve2Web : Customers connecting through Internet Avenues or eAve are directly served through central database whereby orderID, customer ID are also generated through centralized database system and the customer are served through web, store, device and eAve).
http://blogs.wsj.com/cio/2014/05/12/forrester-mobile-phone-and-tablet-e-commerce-to-more-than-double-by-2018/
http://en.wikipedia.org/wiki/Omni-channel_Retailing
Research has found that 47 percent of web users expect a website to load in under two seconds. During peak traffic times, 75 percent consumers are willing to visit competitor sites instead of dealing with a slow loading page.
A 1 second delay in page response can result in a 7% reduction in conversions.
http://www.aykira.com.au/2014/04/importance-website-loading-speed-top-3-factors-limit-website-speed/ april 2014
BOGO
Multiple coupons
Personalized coupons
Free trials
Product bundles
Customer specific pricing
Free shipping threshold
Cart abandonment strategies
Gift cards
Tag all your pages
Use a Tag Manager to optimize the tagging process
Use cookies intelligently
Validate data is being captured correctly
Tags go in the closing head tag
Load JavaScript tags asynchronously
http://www.kaushik.net/avinash/web-analytics-technical-implementation-best-practices-javascript-tags/
Tags should be inline – otherwise it will affect your ability to collect data accurately
During implementation (and indeed if you evolve your site often) you will have to make sure that you “teach” your web analytics tool which combination of file name and parameters identifies a page.
Cookies : 1st party preferred, non PII information collecting, what can’t be tracked easily in url parameters
what a product is. - You may consider the 200 t-shirt lines you want to sell as 200 separate products. However, once we count up the individual sizes, colours and patterns that those 200 t-shirts come in, we may find that you actually have over 2,000 individual products, each with its own SKUs (Stock Keeping Unit).
A variant is something like size, colour or weight. Within a variant, you'll have options (e.g. large, medium,or red, green). variant options. And when a product has more than one variant (e.g. size and colour), then your customer will need to choose an option from each variant. This creates a variant combination. And each variant combination will be associated with its own unique SKU, which will usually have its own price and stock level, and may have its own description and photos.
http://www.millionleaves.com/blog/planning-ecommerce-website-product-and-product-catalogue-considerations
1. Product Shot: Professional, high quality product photos showing multiple angles. CRITICAL because the user can’t touch the item. Multiple angles are recommended
2. Product Name: clear and immediately visible, largest type on page.
Product options, size and dimension and available stock
3. Price: this should be large and easy to find, display the currency. Careful with the color choices are colors can impact negatively your conversion rate.
4. Quantity & Add To Cart: Labels should be clear and non-technical. Pre-populate the Quantity field with “1”, this is your end game.
5. Social Media: social sharing and discovery
6. Description: Provide information and specifications to convince — break it up into tabs or sections.
7. Reviews: Ratings and reviews are proven to increase conversion rates.
8. Related Items: Cross selling Related Items (as defined by store owners, not you ideally), People also viewed, People also bought, Frequently bought together
9. Promotions: to create and test various types of promos
10. Shipping: shipping and taxes are often the most complex elements to properly configure for any web store. Make sure your platform can handle all the shipping requirements.
Optional : saved cost,
https://www.acromediainc.com/blog/ecommerce-lesson-product-page-anatomy
http://sixrevisions.com/user-interface/product-page-design/
How the catalogue is structured impacts how the site is developed.
A good ecommerce platform will support multiple category levels.
http://moz.com/ugc/guide-to-ecommerce-facets-filters-and-categories Faceted Navigation contains facets and filters .
not very SEO friendly On the technical side, this can create duplicate content, facet category are indexed by Google so careful
Category filters are tied to user experience and information architecture.
Once a user has an idea what they want to buy, they will shop your product listings page. Make it clear that they have multiple options and pages to shop on. You want them to keep looking if they don’t see what they want on the first page.
Show numbers: number of pages and products in the category listing.
Allow users to view the listing in their own way : filters for relevant variables, ability to jump within results, etc.
Never force users : to click on arrows to change pages, to scroll all the way back up, to click on the “view all” button.
Don’t use tiny or blurry product photos.
Rich Snippets allow you to structure the information in a different manner and helps with organic discovery and social discovery of the products.
Schema.org descriptions
http://schema.org/Product
Limited time offers
Product name and price
Product availability
Product reviews
Images and videos
Google Shopping
The first page in your checkout process is your cart page. This page reaffirms what they have purchased in detail. This helps them build confidence and trust in your store. The cart shows product details with images, pricing, tax and links back to individual product pages.
Confirm everything: product, size, color, quantity, availability, ship date, estimated delivery, etc
Make it easy to change quantity or delete products. Let users change qty to 0 to remove products or click a “remove” button. Don’t use an “Update” button to remove products.
Shipping and total cost, availability due to geolocalisation
https://econsultancy.com/blog/65398-11-of-the-world-s-best-ecommerce-checkouts/
https://econsultancy.com/blog/64459-which-ecommerce-security-logos-do-users-trust-do-they-matter
Basics of an online store:
Tracking stock levels = not selling out of stock products
Key considerations:
Stock tracking needs to be set at the SKU level
Manually maintaining stock levels is time consuming and prone to error
Automating stock management is more expensive
http://multichannelmerchant.com/marketing/channel-integration/need-seamless-integration-retail-channel-28042014/
When channels are not properly integrated, clients feel like they have to deal with separate business.
http://multichannelmerchant.com/marketing/channel-integration/need-seamless-integration-retail-channel-28042014/
Here’s a quick checklist of what can be done to optimize performance. If you want a quick assessment of your website’s performance, head on over to gtmetrix.com. It’s free, and it give you a great starting list of what should be optimized on your site with complete waterfalls.
Or Do That Really Cool thing where you turn icons into fonts. I saw one of my integrator do that one.
Here’s a quick checklist of what can be done to optimize performance. If you want a quick assessment of your website’s performance, head on over to gtmetrix.com. It’s free, and it give you a great starting list of what should be optimized on your site with complete waterfalls.