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eCommerce Websites:
Excelling in the Online
Marketplace
by Sharon A. Dawson
Project Manager at TheeDesign Studio
919-341-8...
What is eCommerce?
• “Activities that relate to the buying and selling of goods and
services over the Internet” – Merriam-...
eCommerce

“By 2022, brick and mortar
retail spaces will be little
more than showrooms”

– Eddie Machaalani & Mitchell Har...
The Customer is Always…

TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
The Customer is Always
Cheap!
• Shipping Costs
• Promotion Codes
• Stacking promotions

TheeDesign.com | @TheeDesign | fac...
A Picture is Worth…

TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
A Picture is Worth
Nothing if it’s Wrong
• Picture matches description and title
• Correct flavor/color
• Size

• Special ...
What Customers Saw

TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
What Customers Got

TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
The eCommerce
Golden Rule Is…

TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
The eCommerce
Golden Rule Is
Do Unto Others As Amazon
Has Done Unto Others

TheeDesign.com | @TheeDesign | facebook.com/Th...
Cyber Monday is the new
Black Friday
2012 Black Friday sales:

• $11.2 billion
• 1.8% decrease over 2011

What do you thin...
Cyber Monday is the new
Black Friday
2012 Cyber Monday

2012 Black Friday

• $1.465 billion

$11.2 billion

• 30% increase...
Easy to Navigate Categories
http://tinroofteas.com/blackteas

versus
http://www.teavana.com/the-teas/black-teas
• Categori...
Product Pages
• Appealing Images

• If multiple colors/flavors/size, drop down or separate options
on the page that carrie...
Product Pages
http://tinroofteas.com/black-aroma-teas/962/
What would you fix on this product page?

TheeDesign.com | @The...
Product Pages
Multiple options styling from www.adagio.com

TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
Additional Content Pages
needed
• Return Policy

• Shipping Policy
• Customer Service Information
• FAQs – specify whether...
Online Customer Pain Points
we need to be aware of
• (They have a login now for newsletter subscription) Why do
I need to ...
Other Tips
• Homepage that’s obvious it’s eCommerce

• Best to charge a customer’s credit card when item ships (back
order...
Remember
• The Customer is Always…

• A Picture is Worth…
• eCommerce Golden Rule…

TheeDesign.com | @TheeDesign | faceboo...
Omni Commerce
“People don’t call it eCommerce
anymore. It’s called omnicommerce, and it’s the idea the
digital permeates e...
Want to learn more?
Contact TheeDesign Studio at 919-341-8901 to
build your eCommerce website so YOU can
excel in the onli...
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2013 11 e commerce - excelling in the online marketplace by sharon dawson

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  • Transcript of "2013 11 e commerce - excelling in the online marketplace by sharon dawson"

    1. 1. eCommerce Websites: Excelling in the Online Marketplace by Sharon A. Dawson Project Manager at TheeDesign Studio 919-341-8901 TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    2. 2. What is eCommerce? • “Activities that relate to the buying and selling of goods and services over the Internet” – Merriam-Webster • B2C – Business to Consumer (retail) • B2B – Business to Business (wholesale, business services) • 3PL – Third Party Logistics (your company receives order, another company ships orders for you) TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    3. 3. eCommerce “By 2022, brick and mortar retail spaces will be little more than showrooms” – Eddie Machaalani & Mitchell Harper, Co-CEOs of Bigcommerce TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    4. 4. The Customer is Always… TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    5. 5. The Customer is Always Cheap! • Shipping Costs • Promotion Codes • Stacking promotions TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    6. 6. A Picture is Worth… TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    7. 7. A Picture is Worth Nothing if it’s Wrong • Picture matches description and title • Correct flavor/color • Size • Special packaging TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    8. 8. What Customers Saw TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    9. 9. What Customers Got TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    10. 10. The eCommerce Golden Rule Is… TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    11. 11. The eCommerce Golden Rule Is Do Unto Others As Amazon Has Done Unto Others TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    12. 12. Cyber Monday is the new Black Friday 2012 Black Friday sales: • $11.2 billion • 1.8% decrease over 2011 What do you think Cyber Monday’s sales were? Black Friday 2012 Source: http://business.time.com article from 11/26/2012 TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    13. 13. Cyber Monday is the new Black Friday 2012 Cyber Monday 2012 Black Friday • $1.465 billion $11.2 billion • 30% increase over 2011 1.8% decrease over 2011 “increased foot traffic and lower Black Friday sales, it seems as if many shoppers were at the stores just to showroom — scoping out merchandise in person before ultimately purchasing the goods online on Cyber Monday” Cyber Monday 2012 Source: http://www.business2community.com article 10/28/2013 Quote: http://business.time.com article from 11/26/2012 TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    14. 14. Easy to Navigate Categories http://tinroofteas.com/blackteas versus http://www.teavana.com/the-teas/black-teas • Categories at top of page • If sub categories, jump from top of page • Appealing Images to represent category TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    15. 15. Product Pages • Appealing Images • If multiple colors/flavors/size, drop down or separate options on the page that carries over to the payment engine • Size or quantity in container clearly listed • Image matches name, description, size/quantity • Quantity field limited to how many can order (5, 10, 100) TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    16. 16. Product Pages http://tinroofteas.com/black-aroma-teas/962/ What would you fix on this product page? TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    17. 17. Product Pages Multiple options styling from www.adagio.com TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    18. 18. Additional Content Pages needed • Return Policy • Shipping Policy • Customer Service Information • FAQs – specify whether you do backorders or not • Privacy Policy • Secure Payments TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    19. 19. Online Customer Pain Points we need to be aware of • (They have a login now for newsletter subscription) Why do I need to make a new account [for buying online] when I already have one [for my newsletter]? • Close out my account – remove me from the database. Need to clarify if they mean newsletter or eCommerce side or both • (Backorders) I ordered 5 oolong teas, you only shipped me 3. When are my other ones coming? - Why would I have to place another order for the other two? TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    20. 20. Other Tips • Homepage that’s obvious it’s eCommerce • Best to charge a customer’s credit card when item ships (back order) • 301 redirects when product no longer for sale – add in to the Agreement that we’ll train them how to manage themselves for discontinued items during WP training TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    21. 21. Remember • The Customer is Always… • A Picture is Worth… • eCommerce Golden Rule… TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    22. 22. Omni Commerce “People don’t call it eCommerce anymore. It’s called omnicommerce, and it’s the idea the digital permeates every step of the purchase chain from product discovery to trial to pricing to actual purchase” – Tolman Geffs, Co-President of the Jordan Edmiston Group (JEGI) TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
    23. 23. Want to learn more? Contact TheeDesign Studio at 919-341-8901 to build your eCommerce website so YOU can excel in the online marketplace www.theedesign.com TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
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