An eCommerce portal concept

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An eCommerce concept document we did for a large customer. Backend of the shop was developed in Magento with a lot of customized modules. Contact us for access to complete document as well as eCommerce consulting and development services.

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An eCommerce portal concept

  1. 1. TheECommerceSite Concept Note:We have changed name of the site for privacy reasons.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  2. 2. What this document covers • Purpose of TheECommerceSite i.e. what’s the key purpose. • Goals of the portal i.e. what are the goals, owners want to achieve. • Consumer characteristics i.e. who are the consumers. • USP of the portal for consumers i.e. what value consumers get. • KPIs for different elements in the portal i.e. individual page KPIs for measuring performance. • Design/usability elements i.e. key design elements to be used and why. • Wireframes for key pages along with user flow i.e. overall flow of information. • Accessibility design i.e. how website is to be handled on mobile devices or older browsers. • Guideline for running promotions (email marketing, SEM etc.)Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  3. 3. Purpose of TheECommerceSite • Provide one stop solution for parents to shop online. • The solution should allow consumers to: • Research different products. • Compare products and find out the best ones for them. • Find out best prices for the products they are looking for. • Provide a central platform for parents to exchange ideas about what products are good for their kids and what aren’t. • The portal should cater for mothers and fathers both (despite having the name TheECommerceSite ).Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  4. 4. Key Goals • Key goals of TheECommerceSite are as follows: • Position TheECommerceSite as premier source of mothercare, baby and kids products. • Become in the region premier and trusted online eCommerce brand. • Be the largest product inventory database for the babies and kids shopping vertical. • Generate deep insights into consumer buying habits and use them to optimize inventories, conversion rates and also provide value added services to consumers.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  5. 5. Who are the consumers - Affluent - Affluent - Educated. - Educated. Like to research. - Busy fathers. - European expats or arabic (GCC) - Want to buy the best possible - Mostly very hands-on moms. item with minimal possible research Features: Top products, Features: Easy browsing of products, Purchases Recommended Products, Quick price comparison, reviews, ratings check out. - Middle income group - Middle income group - Educated. - Educated. - Busy fathers or working mothers. - Stay home mothers. Like to - Expats from south asian or far research. east origin. - Like deals, discounts especially for - Like deals, discounts especially for branded products. branded products. Features: Easy browsing, price Features: Coupons, Discounts, Top comparison, reviews, ratings, Deals coupons.. Time spent on siteCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  6. 6. Consumer habits profile • Not very sophisticated online buyers. • Mostly buy offline. • Some may “research online” but buying is offline. • Some may do “offline window shopping” and then search online to see reviews - tech savvy. • Most will be collaborating with friends on purchase decision especially on certain product categories: strollers, toys (learning toys especially), baby food (including formula). • Expat moms are very competitive (educated asian and south asian especially) want the best for their kids.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  7. 7. Consumer Personas Persona Characteristics What are the needs? - need health-related guidance - need guidance about what would be needed. - maternity products - first time moms and dads are excited and want to - health care products To be mom / dad research products. - baby shower / wish list - want to find out about new born needs - product suggestions - new baby products: diapers, baby food, - find out about new baby needs. formula New mom / dad - looking for “handy” stuff to take care of the baby - clothes (lots of them as kids are growing fast). - need growth related guidance. Mom / dad with - clothes - need to keep kids active toddler(s) - activity toys / books - clothes Mom / dad with - growing kids - books young kids - young kids are active and need activity related things. - toys - activities and educational products. - may not be parents themselves so don’t really know - baby shower Gift seekers what to buy. - birthday gift ideas - need gifts so need guidance.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  8. 8. Consumer Benefits • Consumers can “a) search, b) compare and c) buy” ANY available product in the region. • Search: consumers search fast for products. There should be auto- complete search terms, search suggestions, related searches, most searched terms. • Compare: consumers can compare items to find the widest range of options. Available options: price comparisons, similar items, people who bought this also bought, people who looked at this eventually bought, other products you may want to buy with this item etc. • Buy: flexible buying options - credit card, direct transfer, payment on delivery, pre-payment, gift vouchers, in-shop payment (account top-up etc.). • Consumers can research products, connect with other consumers etc. The collective experience they get on TheECommerceSite is not possible in offline shopping.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  9. 9. Measuring portal performance • Portal performance has to be measured in terms of: • Traffic Generation • %age of new users vs recurring users (visitor loyalty). • New users sources / traffic segments. • Site Engagement • Bounce rate • Key destination pages for bouncing users. • Sales • Conversion rate (direct sales, goal completion, email capture, sales via different channels - ads, emails, direct website, seo etc. ) • Average order value •Coeus Solutions GmbHMunich | Berlin Days and visits to purchaseEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  10. 10. Design Elements • Important design / layout consideration: • Trust: as one of the first movers in the market, we need to make users trust the site. Customer support / contact info should be clearly visible always on top. For example: • Relevance: the site should clearly try to identify visitor with a specific user persona. This is important so that we can keep site minimalistic and easy to navigate. • Categories should be clearly identifiable and readable. User shouldn’t have to focus to read categories. Preferably there should be icons with categories. There can be 13 categories so they have to be neatly organized.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  11. 11. Design Elements 2 • Important design / layout consideration: • The site key selling proposition is search.compare.buy; so search should be present on ALL pages and should be very user friendly with auto- complete and filtering capabilities. Product title, brand etc. Search Searching in: All Popular searches: Mothercare, Baby food, Diapers size 5, educational toys Diapers Search Searching in: All > Diapering > Newborn Diapers (x) Related searches: P&G Diapers, Cheap Diapers, Diapers size 5, Diaper dealsCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  12. 12. Site Structure The overall site is divided into TWO page types: 1. Landing pages: i.e. pages where users are expected to “land” mostly. These will be “gateway” pages. 2. Internal pages: these are the pages that a user may click to from a landing page. Our basic goal is: 1. Bring user to our landing pages. 2. Take user from landing pages to an internal page. 3.Contact us now a “conversion target”. development Make user complete for consulting and services. Conversion target may be: - newsletter sign up - order placement - create an account with TheECommerceSiteCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  13. 13. Landing Pages There will be four landing pages: 1. Home page: this is the home page of the site. 2. Merchant page: this is the page that can act as a merchant-shop’s home page too. 3. Email page: this is the special type of page used for email campaigns. 4. Campaign page: this is the special page which is used with ad campaigns as we may not always want users to come to home page via our ad campaigns.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  14. 14. Internal Pages There will be four types of internal pages: 1. Product listing: these pages will list products. The possibilities are: a. Category based listing of products. b. Brand based listing of products c. Merchant based listing d. Search results 2. Product detail page: this will describe product attributes etc. It’s important as this can act as the main conversion page. 3. Sign up/Login: this will allow user to sign up with the portal. Once signed up the page will have a User Account section with the following sub pages: a. Account info b. Order management - open orders and closed orders. 4. Content pages: this will also include xml site maps etc. for SEO.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  15. 15. Front End Concept Note that the screens are “layouts” and will be converted to actual designs.The specific areas will stay fix but their content can be changed as explained.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  16. 16. Why this selected layout is the best option? 1. Shows unique selling propositions in the first look. No clutter. 2. Brands and shops are shown in the first look without distracting user. “Your Store Here” option subtly advertisers merchants to join too. Tactic is similar to how new malls advertise their real-estate by advertising big brand stores. 3. Showing brands and stores also connects offline world (consumers are already familiar with) with online world (TheECommerceSite). 3. No redundancy, no multiple “call-to-actions”. Users are not overwhelmed with information. 4. Ability to see categories and complete tree easily without getting overwhelmed. 5. Convey site’s message from home page clearly for first time users as well as recurring users. 6. Targets all key elements of the MENA region- customers in a clean, uncluttered way.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  17. 17. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home Our Stores & Brands Diapering  Prams & Pushchairs  Toys & Learning  F Your Store HerePampers Diapers Graco Strollers Toybrand 1Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3GoodNites Diapers Jane Carry Cots Toybrand 4 Only a few leftAll diapers and wipes All Prams and Pushchairs All toys and learning
  18. 18. Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3GoodNites Diapers Jane Carry Cots Toybrand 4 Only a few leftAll diapers and wipes All Prams and Pushchairs All toys and learning VTech First Baby Walker Pink Clothing, Shoes & Feeding & Nursing Gifts & Party Accessories  Clothing brand 1 Nursing brand 1 Gifts option 1Clothing brand 2 Nursing brand 2 Gifts option 2 AED 100Clothing brand 3 Nursing brand 3 Gifts option 3Clothing brand 4 Nursing brand 4 Gifts option 4 All feeding & nursing All gifts and party 1 + Add to cartAll clothing & accessories New arrivals TheECommerceSite Picks Your recently viewed items
  19. 19. Main navigation + searchCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  20. 20. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home Diapering Diapers & Nappies Top Brands in Related searches Nappies Diapering Our Brands Our Stores Bath & Skincare Changing Pads Pampers Pampers for 2 year old Diapers Bags Huggies Diaper rash creams Diaper Creams Luvs Toys & Learning Pampers size 5 Category 1 Brand1 Category 2 Brand 2 Food & Nutrition Feeding & Nursing Maternity & Mums Health & Safety Diapering  Prams and Pushchairs  Toys & Learning Contact us now for consulting and development services. Clothing, Shoes & Accessories Nursery & Bedroom Electronics & Video Games Gift & Party F Your Store HerePampers Diapers Books, CDs & DVDs Graco Strollers Toybrand 1Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3 Only a few leftGoodNites Diapers Jane Carry Cots Toybrand 4
  21. 21. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts Sale StrollersYou are here: Home Strollers for twins Our Stores & Brands Strollers for babies Strollers for big kids Strollers for triplets Diapering  Prams & Pushchairs  Toys & Learning  Contact us now for consulting and development services. F Your Store HerePampers Diapers Graco Strollers Toybrand 1Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3GoodNites Diapers Jane Carry Cots Toybrand 4 Only a few leftAll diapers and wipes All Prams and Pushchairs All toys and learning
  22. 22. Header elements LogoSupport: so that Calculate shipping 100% safe User can login with Shopping cart showsusers can access time: will allow users Free shipping their Facebook or total items. Totalsupport easily. Since to calculate their 48 hours delivery new account on amount. User canit’s chat support, shipping time based TheECommerceSite. check out directly.TheECommerceSite on a pre-definedwon’t have to put formulatoo many resources Anxiety reducers Account alwaysin this. accessible Registry is shown Big logo: builds up brand. Users get users to there for quick Wishlist shows how Contact us now for consulting and development services. the name and that implicitly builds up trust. many items there access. They get a “feeling” that they know the brand. are.
  23. 23. Navigation ElementsMenu:1. Clean Breadcrumbs: show user where they are2. No clutter currently. So that they can easily navigate3. Consistent. between site. They are never lost in the4. User is pretty clear on what to expect site.in each element. Prominent search box. Clear and provides auto complete suggestion. It’s a clear extension of menu so if user isn’t sure she can’t find what she’s looking for, she goes Contact us now for consulting and development services. for search. Consistent. Clear. Uncluttered
  24. 24. Navigation Elements - Category navigation Only top level are shown and rest are shown on mouse hover. This is cleaner and even more “targetted”. Users see all option in a particular category. Get added benefit of seeing top brandsContact us now for consulting and development services. in a category + searches. So navigation effectively “guides” users to do all she can in a single category.
  25. 25. “Where am I” - breadcrumbs These will indicate where a user is and so she can jump quickly from one section to the other easily. Contact us now for consulting and development services.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  26. 26. Main banner area Purpose of this main banner is: a) show unique selling proposition of TheECommerceSite, b) show some products that win visitors interest + trust c) show features that can win visitors trust or reduce their “anxiety”. Even consumer reviews can be shown here, whenever we have them.Contact us now for consulting and development services.
  27. 27. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home What is Right Side Area - secondary advertising + trust + anxiety reduction 1 Diaperingchoose to not have logos here, in this section Toys & Learning If we  Prams & Pushchairs   Eid Special Contact us now for consulting and development services. we can show other things. For example, the video can be placed along with some special seasonal deals. 2 FPampers Diapers Graco Strollers Toybrand 1Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3GoodNites Diapers Jane Carry Cots Toybrand 4All diapers and wipes All Prams and Pushchairs All toys and learning
  28. 28. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. What is TheECommerceSite Categories Age What’s New Gifts Sale What is Diapering  Prams & Pushchairs  Toys & Learning  Eid Special Contact us now for consulting and development services. Instead of playing video in the small window it’s F better to open it an overlay in a larger window where it’s much more clear.Pampers Diapers Graco Strollers Toybrand 1Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3GoodNites Diapers Jane Carry Cots Toybrand 4All diapers and wipes All Prams and Pushchairs All toys and learning
  29. 29. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home What is This shows how we can have normal stores and brands. This could be a solution at the launch time Our Stores & Brands where  havePrams & Pushchairs Diapering we the VIDEO as well as logos.  Toys & Learning  Contact us now for consulting and development services. FPampers Diapers Graco Strollers Toybrand 1Luvs Diapers Baby Joggers Toybrand 2Huggies Diapers Chicco Prams Toybrand 3GoodNites Diapers Jane Carry Cots Toybrand 4All diapers and wipes All Prams and Pushchairs All toys and learning
  30. 30. User account handling Users will be able to login both with native account as well as using their Facebook account. Not logged in Login screen Contact us now for consulting and development services. - User picture and name is retrieved from Facbeook. - Wish list is updated - Previous cart is updated too (this can be handled with cookies too so that user doesnt have to login.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.de Logged InWeb: www.coeus-solutions.de
  31. 31. Shopping Cart : Quick View Users can simply expand the shopping cart on mouse hover (or click) and will see all items. This will encourage them to stay on the page (and not lose focus from adding more items!).Contact us now for consulting and development services. When an item is added to the cart. It expands and has red border around it (or a different color depending on design). This shows user that something is clearly done!
  32. 32. Search results (listing page)Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  33. 33. Logo Compare Compare Compare Compare Compare Compare
  34. 34. Logo Compare Compare Compare Add to cart Add to wish-list Add to gift registryUpon mouse hover this overlay is shown. It hides if the mouse is away. Gives user quick options to: Compare Compare Compare a) put the product to cart, b) add to wishlist c) add to gift registry. This would be relevant for products which are common use items e.g. diapers.
  35. 35. Logo X Didn’t find you were looking for? Add product name and we will notify as soon as we have the product in stock. Compare No thanks Compare Notify me Compare If search results are fewer than 7 (or a predefinednumber), then this dialog is shown. User can add theproduct name and once it’s added, they are notified that the product is available in stock now. Compare Compare Compare
  36. 36. Compare Compare CompareContact us now for consulting and development services.
  37. 37. Brand / Store Landing PageCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  38. 38. Logo Compare Compare CompareContact us now for consulting and development services. Compare Compare Compare
  39. 39. Categories Landing PageCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  40. 40. Logo Compare Compare Compare Compare Compare Compare
  41. 41. General SearchCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  42. 42. Logo Compare Compare CompareContact us now for consulting and development services. Compare Compare Compare
  43. 43. Product ComparisonCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  44. 44. Logo Compare Compare CompareThis overlay comes when user has added a product to the comparison list. Compare Compare Compare Products to compare X 1 products to compare. 4 places left.
  45. 45. LogoUsers can share the comparisons as a widget on Facebook. Share this comparison on Facebook
  46. 46. Product detail pageCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  47. 47. Logo Compare
  48. 48. Contact us now for consulting and development services.
  49. 49. Product detail page: out of stockCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  50. 50. Checkout PageCoeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de
  51. 51. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home > Check Out > Login Checkout Login Billing & Shipping Payment Confirmation Existing Customers New Customers Register now. It’s simple. Email: Email: Or Don’t want to register? No problem. Password: Password: Check out as guest: Email: Login Forgot Password My Family: Receive customized discounts and Why do you need my email? recommendations. We will use your email to send you order status updates. Date of birth Gender      Month Day  Year  Female  Next + Add Child Sign up
  52. 52. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home > Check Out > Shipping Checkout Login Shipping Payment Confirmation Shipping Address Forgot something? Back to shopping First Name: Last Name: How much is shipping? Shipping is charged based on destination. Your Street Address: costs will be shown on the confirmation page. City: Is shipping secure? Will my products be safe?   Information about why shipping is safe. Any guarantees about refunds or damages etc would Contact us now for consulting and development services. Country: be helpful here.   Estimated time: 48 hrs. How long will it take? Next Information about time it will take for customer to get the shipment. Note: Shipping is FREE for orders above AED 100.
  53. 53. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home > Check Out > Payment information Checkout Login Shipping Payment Confirmation Payment Information Forgot something? Back to shopping Pay by credit card Pay on delivery Bank transfer Is payment secure? Name on credit card: Text about why is payment fully secure. Text about why is payment fully secure. Text about why is payment fully secure. Credit card number: What is your refund policy? CCV Number: Information about refund policy. Information Contact us now for consulting and development services. about refund policy. Information about refund policy. Expiry   Month  Year  Next - Review your order
  54. 54. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home > Check Out > Confirmation Checkout Login Shipping Payment Confirmation Review your order and confirm. Items Quantity Price TheECommerceSite Suggestions Changing Pad 1  AED 100 Remove Related product AED 50 Product description.   Product description.  + Add to cart Pampers Size 3  Remove Baby rash cream 1 AED 50 AED 50 Product description.   Product description.  This product is 5% off. + Add to cart Gift wrap my items (AED 10) When will I receive items? Sub total: AED 150 Estimated delivery date: 3.August 2011 Tax (10%): AED 1.5 Shipping is FREE for you.Your order is above AED 150. Shipping: AED 0 Grand Total: AED 151.5 Confirm. You are done!
  55. 55. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help 100% Safe Shopping. Logo Free Shipping on orders above AED 100. Delivery within 48 hours. Categories Age What’s New Gifts SaleYou are here: Home > Check Out > Thanks Thanks for placing your order. Share your shopping with friends on Facebook You will receive confirmation email shortly. Items New arrivals TheECommerceSite Picks Your recently viewed items You may also like Contact us now for consulting and development services.
  56. 56. About Us Coeus Solutions GmbH is based in Munich, Berlin and Lahore. Developing eCommerce and Internet applications on web, social and mobile at very competitive prices. Contact us now for further information. Provide consulting services in increasing sales and user retention. Work closely with clients to develop strategies for engaging customers.Coeus Solutions GmbHMunich | BerlinEmail: sales@coeus-solutions.deWeb: www.coeus-solutions.de

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