Why Marketers Should Be Customers

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Why e-marketers should experience the e-buying cycle.

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Why Marketers Should Be Customers

  1. 1. Why Marketers should also be Customers? Why e-marketers should experience the e-buying cycle. by Stephanie M. Cockerl
  2. 2. Agenda <ul><li>E-commerce buying process </li></ul><ul><li>What happens on the website </li></ul><ul><li>Identifying the components of the checkout process </li></ul><ul><li>What one can learn from the process </li></ul>
  3. 3. E-commerce buying process <ul><li>Search </li></ul><ul><li>Shop Around </li></ul><ul><li>Seal the deal </li></ul>
  4. 4. Search
  5. 5. Search Results
  6. 6. What happens on the website Mix Tape Kings R&B (Rhythm and Blues) Landing Page
  7. 7. Search Results
  8. 8. What happens on the website Mix Tape Kings DJ Finesse Landing Page
  9. 9. What happens on the website Mix Tape Kings R&B (Rhythm and Blues) Landing Page
  10. 10. What happens on the website <ul><li>Product Detail Page </li></ul><ul><li>Album Cover </li></ul><ul><li>Listing of tracks </li></ul><ul><li>Add to Cart button </li></ul>
  11. 11. The Checkout Process <ul><li>Why customers don’t complete the process? </li></ul><ul><li>What can be learned from each step of the process? </li></ul><ul><li>What can be done to make a completed transaction happen. </li></ul>
  12. 12. The Checkout Process <ul><li>Order </li></ul><ul><li>Billing </li></ul><ul><li>Shipping </li></ul><ul><li>Confirmation </li></ul><ul><li>Thank You </li></ul><ul><li>E-mail receipt </li></ul>
  13. 13. http://www.paypal.com
  14. 14. The Checkout Process
  15. 15. The Checkout Process This is where potential buyers get stuck, entering their payment information.
  16. 16. The Checkout Process
  17. 17. The Checkout Process
  18. 18. The Checkout Process The Thank You Page The “goal” page. This page is a good opportunity to promote other areas like sales, newsletters, etc.
  19. 19. The Checkout Process The confirmation email – a vital piece of the checkout process.
  20. 20. What happens on the website
  21. 21. What happens on the website
  22. 22. The Checkout Process The order page
  23. 23. The Checkout Process The billing page
  24. 24. The Checkout Process The confirmation page
  25. 25. The Checkout Process Email confirmation
  26. 26. Tips to use <ul><li>Purchase something from your client’s website at least 2 – 3 times a year </li></ul><ul><li>Keep good notes about what was good and/or could use some work </li></ul><ul><li>Share the findings with stakeholders </li></ul><ul><li>Use them to make improvements to the site </li></ul><ul><li>Track the changes </li></ul><ul><li>Measure the progress </li></ul>
  27. 27. Contact Info and Questions [email_address] http:// www.nextSTEPH.com 866-540-2049

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