Building a web site is easy; building a GREAT web site that has all the features that customers like takes some skill and knowledge. Even if you think your web site already has it all, Rick Wilson, President of Miva Merchant has some ideas and suggestions for creating the kind of web site that customers have to come to expect in ecommerce shopping – and the kind of web site that will help you devour your competition. We love knowing that customers are visiting our ecommerce site, but how do we turn a browser into a buyer? For most ecommerce web sites, less than 4% of all visitors actually make a purchase. So how can you increase your sales conversion rate when the odds are against you? With over 13 years in ecommerce, Rick has the expertise to help guide you - and your buyers - in the right direction.

1. Devour Your Competition: Building the Best Web Site
Rick Wilson President/COO Miva Merchant
ASD/IMA March 2013 – Las Vegas, Nevada

2. Devour Your Competition:
Building The Best Web Site
New Features That Are Must Haves In 2013

3. What is the New Normal?
Usability Utility Desirability

4. Must Haves Concepts in 2013
Usability Utility Desirability
• Intuitive • Functional • Seductive
• Focused • Easy to Use • Impressive
• Effective • Helpful • Social
Communication
More Information: http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u

5. What does this look like?
Usability Utility Desirability
• Intuitive • Functional • Seductive
• Multi-Device Design • 2013 Must Have • Enhanced Product
Features Pages
• Focused
• Navigation & Search • Easy to Use • Community
• Analytics Tools • Social Media & SEO
• Effective
Communication • Helpful • Impressive
• Optimized Checkouts • Product • Product Reviews
& Page Direction Comparisons

6. USABILITY
• Intuitive
• Focused
• Effective

7. Intuitive Usability:
Multi-Device Design
• Store interfaces need
to be usable as a
whole
• Mobile vs. RWD
• There is an increasing
demand
• *Mobile design is not
for everyone.

8. Intuitive Usability:
Multi-Device Design

9. Focused Usability:
Navigation - Traits
• Functionally Easy to Use
• Understandable
Hierarchy
• Consistent Location
Example: HealthChemist.co.nz

10. Focused Usability:
Navigation - Features
Drop Down, Fly-out, & Mega Menus
Breadcrumbs
“Speaking” Block Navigation

11. Focused Usability:
Advanced Search
• Emphasize Search
• Auto-Complete
• Search Facets
• Searching Categories
• Sorting & Pagination
Options
Example: FirstPlaceParts.com

12. Effective Usability:
Optimized Checkouts
• Optimize the Checkout
• Enhancing Checkout
– Mini Basket
– Shipping Estimator
• Multiple Step vs.
Don’t stop with just the checkout.
Abbreviated Checkouts
Contact forms, FAQs, and other
important pages should be clear
to navigate. Need Help?
Recommended Reading: http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-store

13. UTILITY
• Functional
• Easy to Use
• Helpful

14. Functional Utility:
Key Features For 2013
• Mini Basket
• Shipping Estimator
• Smart Breadcrumbs
• Category Pagination & Sorting
• Category & Product Page Templates

15. Functional Utility:
Other Features To Consider
• Facebook Connect
• Social Networking Buttons
• Social Commerce
• Blog Integration

16. Easy to Use Utilities:
For the Customer
• Category Quickview
• AJAX Add to Cart
• Notifications after
Actions

17. Easy to Use Utilities:
For the Store Owners
• Monitor Traffic
• Track Sales & Conversion Rates
• View Customer Checkout Flow
• Track Searches
• Test new features

18. Helpful Utility:
Helping the Customer
• Product Comparisons
• Related Products
• Detailed Category
Pages

19. DESIRABILITY
• Seductive
• Community
• Impressive

20. Seductive Desirability:
Enhanced Product Pages
- Show Alternate Colors & Views - Product Zoom - Large Image Lightbox

21. Seductive Desirability:
Enhanced Product Pages

22. Community Desirability:
Social Media & Marketing
• Display your social
networks
• Be an active member
in each social
community
• Integrate Social
Media

23. Impressive Desirability:
Product Reviews

24. Review
Usability Utility Desirability
• Intuitive • Functional • Seductive
• Multi-Device Design • 2013 Keys • Enhancing Product
• Mobile & Responsive • Mini Basket Pages
• Shipping Estimator •
• Focused Quality Images
• Search • Easy to Use • Community
• Facets • A/B Testing • Social Media
• Autocompletes • AJAX Add to Cart • Follow on Contact
• Effective • Helpful • Impressive
Communication • Product • Product Reviews
• Optimizing Checkouts Comparison

25. Questions
???
Email Me: rwilson@mivamerchant.com

26. Sources
• PR8 Update 7 & 8 Overview - http://www.mivamerchant.com/pr8-8-features
• Test Early, Test Often - http://uxdesign.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/
• Usability, Utility, Desirability - http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u
• Multi-Screen World - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
• Top 100 Grossing E-Commerce Sites - http://baymard.com/checkout-usability/benchmark/top-100
• Essential E-Commerce Website Features - http://sixrevisions.com/user-interface/e-commerce-website-features-tips-
examples/
• 7 Inspirational Steve Jobs Quotes for Designers - http://onthecloud.mycroburst.com/7-inspirational-steve-jobs-quotes-for-
designers/
• Mobile Websites vs. Responsive Websites - http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-
design.html