Ecommerce 101


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Ecommerce 101 talk by Mike Carson from for Joomla Day New England June 2nd, 20011

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  • © 2011 Integrated Technology and Design
  • © 2011 Integrated Technology and Design
  • © 2011 Integrated Technology and Design
  • If you do store credit card numbers you must follow PCI guidelines . These guidelines are set by the payment card industry and define what you can and cannot do. It also defines how credit card information must be stored. You will need to encrypt the credit card numbers and you should, but are not required to, encrypt related information (expiration date, etc). You will also be required for ensuring that your web server and network are secure. Failing to meet PCI compliance will result in losing your merchant account and being banned from having a true merchant account forever. That would limit you to using third party processors which are less flexible. Keep in mind that PCI guidelines are a good start but hardly a "how to" when it comes to online security. Your goal would be to exceed the recommendation (by a lot). © 2011 Integrated Technology and Design
  • © 2011 Integrated Technology and Design
  • © 2011 Integrated Technology and Design
  • Ecommerce 101

    1. 1. Ecommerce 101 What you need to know! Joomla! Day New England April 2, 2011 Presenter: Mike Carson
    2. 2. Introduction <ul><li>Mike Carson </li></ul><ul><li>CEO </li></ul><ul><li>Integrated Technology and Design Inc. </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>1-888-760-0878 </li></ul>
    3. 3. Definition <ul><li>What is Ecommerce? </li></ul><ul><li>It is the exchange of data to facilitate the financing and payment aspects of the business transactions. </li></ul><ul><li>Who is involved in Ecommerce? </li></ul>
    4. 4. The Audience <ul><li>Who Builds Ecommerce Sites? </li></ul><ul><li>Who Owns/Manages Their Own Stores? </li></ul><ul><li>Who Manages Their Employer’s Store? </li></ul>
    5. 5. What We WILL Talk About <ul><li>Ecommerce Do’s and Don’ts </li></ul><ul><li>Elements of Ecommerce Design </li></ul><ul><li>Legal Obligations </li></ul><ul><li>Cart Selection Process </li></ul><ul><li>The Customer Experience </li></ul><ul><li>The Forgettables </li></ul><ul><li>New Ecommerce Trends </li></ul>
    6. 6. What We Will NOT Talk About <ul><li>Every Joomla Shopping Cart Ever Made </li></ul><ul><li>What Cart You Should Use </li></ul><ul><li>Shopping Cart Demos </li></ul><ul><li>Shopping Cart Comparisons </li></ul><ul><li>But why aren’t we going to cover these things? Isn’t that why we’re here? </li></ul>
    7. 7. Common Mistakes <ul><li>Poor Image Quality </li></ul><ul><li>No Product Reviews </li></ul><ul><li>Poor Product Descriptions </li></ul><ul><li>Complex Checkout Process </li></ul><ul><li>Confusing Site Navigation/Usability </li></ul><ul><li>Missing/Incomplete Search Capabilities </li></ul><ul><li>No Measurement </li></ul>
    8. 8. Creating Seduction <ul><li>NO! I am not being creepy! I swear! </li></ul><ul><li>In social science, seduction is the process of deliberately enticing a person to engage. </li></ul><ul><li>Lure them in with persuasion, emotion, and trust. </li></ul>
    9. 9. Measurement <ul><li>If you can’t measure it YOU CAN’T MANAGE IT!!! </li></ul><ul><li>Where are your visitors coming from? </li></ul><ul><li>Who are your visitors? </li></ul><ul><li>Are you in a position to track demographics? </li></ul><ul><li>Conversion Rates? </li></ul><ul><li>Abandonment tracking? </li></ul>
    10. 10. Cart Abandonment Statistics <ul><li>The average abandonment rates are around 45%. </li></ul><ul><li>High shipping charges: 46% </li></ul><ul><li>Wanted to comparison shop: 37% </li></ul><ul><li>Lack of money: 36% </li></ul><ul><li>Wanted to look for a coupon: 27% </li></ul><ul><li>Wanted to shop offline: 26% </li></ul><ul><li>Couldn’t find preferred pay option: 24% </li></ul><ul><li>Item unavailable at checkout: 23% </li></ul><ul><li>Couldn’t find customer support: 22% </li></ul><ul><li>Security concerns: 21% </li></ul>Reference: Paypal and comScore 8th Annual merchant survey
    11. 11. Cart Design <ul><li>Do You Create Prototypes? </li></ul>
    12. 12. Design Tips <ul><li>Keep a link to the cart in the header </li></ul>
    13. 13. Design Tips <ul><li>Give your cart real-estate </li></ul>
    14. 14. Design Tips <ul><li>Call To Action Buttons </li></ul>
    15. 15. Design Tips <ul><li>How many steps are in your checkout process? </li></ul><ul><li>Include a progress indicator on each checkout page </li></ul>
    16. 16. Example cart 1. Product Image 2. Product Description 3. Linkbacks 4. Checkout button ensures security 5. Accepted Payment Methods 6. Upsell Suggestions 7. Last Minute Coupon Offerings
    17. 17. Additional Suggestions <ul><li>Show them you're a real entity. </li></ul><ul><li>Show errors proudly! Make it your fault. </li></ul><ul><li>Show shipping prices early </li></ul>
    18. 18. Design Tips <ul><li>Payment gateway screens </li></ul>
    19. 19. Legal Obligations <ul><li>Terms Of Use </li></ul><ul><li>Privacy Policy </li></ul><ul><li>Taxation Obligations </li></ul><ul><li>Refund Policy </li></ul><ul><li>PCI Compliance </li></ul>
    20. 20. PCI Compliance <ul><li>What is PCI compliance? </li></ul><ul><li>Where can I get more information? </li></ul><ul><li> </li></ul><ul><li>States laws supersede PCI compliance. If you suffer a breach and credit card numbers are stolen you risk criminal prosecution. The laws vary from state to state and are constantly in flux as lawmakers are only just beginning to realize how serious of a matter this is. </li></ul><ul><li>So what can I do? </li></ul>
    21. 21. Forgettables <ul><li>Affiliate Programs </li></ul><ul><li>Social Sharing </li></ul><ul><li>The Thank You Page </li></ul><ul><li>The Order Confirmation Email </li></ul><ul><li>Automated Mailing Lists </li></ul><ul><li>Follow Up Emails </li></ul><ul><li>Live Chat </li></ul><ul><li>Outstanding Customer Service </li></ul><ul><li>Coupon Management </li></ul>
    22. 22. Ecommerce Trends <ul><li>Mobile Commerce </li></ul><ul><li>Social Selling </li></ul><ul><li>Video Media </li></ul><ul><li>Group Buying </li></ul><ul><li>Private Sale Sites </li></ul><ul><li>Push Shopping </li></ul><ul><li>Co-Creation </li></ul>
    23. 23. Q&A <ul><li>Mike Carson </li></ul><ul><li>CEO </li></ul><ul><li>Integrated Technology and Design Inc. </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>1-888-760-0878 </li></ul>