Learn more about building an ecommerce website. We'll talk about shopping carts, managing sales tax rates, integration with ShipWorks and Quickbooks, website analytics, and design for digital marketing success

5. The New Yorker Magazine, March 11, 2014
Rick Caruso, CEO of one of the largest privately held US real-estate companies
“Within ten to 15 years, the typical U.S. mall, unless it is
completely reinvented, will be a historical anachronism—a 60
year aberration that no longer meets the public’s needs, the
retailers’ needs, or the community’s needs”

9. 20% between Black Friday and Christmas
40% from organic search results
16% from email marketing
statista.com

10. 55% of shopping time is spent on mobile devices
44% Smart phones
11% Tablets
statista.com

11. statista.com
US Population ~ 316 M
Under Age 18 ~ 74 M

12. statista.com

13. Benefits
• Fewer barriers to entry compared to building a physical store
• World wide reach – opportunity to greatly expand size of your market
• Digital marketing is less expensive than traditional
• Data analytics can be used to measure and improve results
• Integrated software systems can greatly improve efficiency

14. Challenges
• Due diligence is required
• Many companies need both bricks and mortar and ecommerce
• Integrating new software systems with existing systems
• New skills are required – retrain, hire, or work with an agency
• Brand identity of mature firms need to evolve for digital media
• Digital marketing – a different mindset than traditional

16. $1,000,000.00

21. Financial
• Budget
• Merchant Account
• SSL Certificate
• Accounting Systems
• Sales Tax Management
• PCI DSS
General
• Business Goals
• Target Completion Date
• Scale - Number of SKUs
• Scope - U.S. or International
• Review Existing Website(s)
• Review Branding &
Marketing Efforts
Business Rules
• Warehouse Locations
• Software Systems
• Pricing Structures
• Return and Refund Policy
• Backorders
• Partial Orders
• Shipping Service Providers
• Shipping Restrictions

22. Information Architecture
• Scalable
• Easy to Use – Shoppers & Admins
• Organic Search Success
• Integrated with Existing Systems
• Google & Bing Shopping Feeds

23. Align Attributes with Business Needs
• Cost
• Off-the-shelf versus custom build
• Scalability: number of SKUs supported
• Selling options: discounts, auctions, reviews, suggestions
• Support options, availability of upgrades
• Data import/export capabilities
• Data exchange capabilities (APIs)
• Ease of use for the shopper and the administrator
• Product layout and appearance
• Marketing support
Article: Best DNN Shopping Carts
Shopping Cart Reviews

24. $399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
Men’s Room Spa

25. GoBuyRochester.com
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
$349.00 plus optional $1,000 annual support package
Module for Interport Content Management System

26. FineArtStore.com
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
$349.00 plus optional $1,000 annual support package
Module for Interport Content Management System
$797 up to 100 products, $1797 professional package
Custom build using .NET framework

27. Kwik Covers
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
$349.00 plus optional $1,000 annual support package
Module for Interport Content Management System
$797 up to 100 products, $1797 professional package
Custom build using .NET framework
Free
Open source

28. https://
www.web-payment-software.com/c17/Online-Merchant-Accounts-c3.html

29. ShipWorks Connector
Cloud Connector
Tax Rate Importer
https://www.web-payment-software.com/c17/Online-
Merchant-Accounts-c3.html

30. Tax Rate Importer for AspDotNetStorefront
Imports up-to-date tax rates by ZIP code.
provides tax rates by address.
From sba.gov: If your business has a physical presence in a
state, such as a store, office or warehouse, you must collect
applicable state and local sales tax from your customers.
Determining which sales tax to charge can be a challenge.
equaTEK Interactive is not a tax authority.

31. Well Known Stumbling Blocks
• Unrealistic or unarticulated goals
• Inaccurate estimates of resources needed
• Poorly defined system requirements
• Unmanaged risks
• Use of immature/inappropriate technology
• Poor communication
• Stakeholder politics

32. Growth Hacking
1. Focus on driving sales with low-cost and innovative
alternatives to traditional marketing
2. Creative experimentation
• Develop hypotheses
• A/B testing, revising, testing again
• Constant optimization for key performance indicators
3. Focus on data, building efficiencyecommerce-trends-2013-2014
Marketing Software Dev
Operations

33. Growth Hacking
The process requires a blurring of lines between
marketing, software development, and operations so
that team members work together to make the
product market itself.
ecommerce-trends-2013-2014
Marketing Software Dev
Operations

34. Growth Hacking
• Information architecture and SEO
• A/B testing and analytics
• Viral acquisition: encourage customers to share
• Paid ads: Google Adwords, Facebook ads, display ads
• Content: website, blog posts, infographics, videos
• E-mail marketing
ecommerce-trends-2013-2014
Marketing Software Dev
Operations

35. Growth Hacking
• Predictive analysis: data helps predict events before
they occur
• Dynamic pricing: gathering data from on-line and off-
line competitors
• Personalization: data from multiple touch points
ecommerce-trends-2013-2014
Marketing Software Dev
Operations

36. Growth Hacking
• Amazon
• Twitter
• Facebook
• LinkedIn
• Airbnb
• YouTube
ecommerce-trends-2013-2014
Marketing Software Dev
Operations

37. http://moz.com/learn/local/digital-marketing-options
http://moz.com/learn/local/digital-marketing-options