Inside eCommerce
MicksGarage.comMasterclass
April 15th 2014
The Gibson Hotel, Dublin
contact: john@insideecommerce.ie
www....
MicksGarage.com
 MicksGarage
 Key Metrics
 Procurement
 Fulfillment
 Customer Service
Key Metrics : P&L
1. Cost of Product
2. Unit Ship Cost
3. Unit Ship Accessory
Cost
4. Margin
Key Metrics: P&L Zooplus.de
Key Metrics: Trading
1. Orders
2. AOV
3. Conversion Rate CVR
4. Margin
Key Metrics: Trading per Channel
1. Orders
2. AOV
3. Conversion Rate CVR
4. Margin
Key Metrics: Reporting
1. Expose Data
2. Share Tools
3. Drive Insights
Procurement : Materials
• Buy Right – Sell Right
• What is not on the product cost / Discounts
• Where is the marketing su...
Procurement : Materials
• Supply chain dependant
• Stock / virtual stock
• Ring fencing / Exclusivity
• Global Market
Carraige: In / Out
Shipping
kills
margin!
Carriage: Out
• To free ship or not to free ship
• Product / AOV / Margin Service level dependent
• Free shipping over…
• ...
Carriage: MicksGarage
An Post
Innovative Service
offerings
• Domestic Tracked
• UK Tracked
• EU Small Parcel
• IBMS
• Clic...
Unit Ship Additional Cost
Packaging
• Reuse
• Branded Boxes
• Branded Bags
Freight In
• Shipper eg Expeditors
P&L: Above the line
• Buy Right
• Unit Costs – Measure
• Influencing factors
Customer Service
• Measured
– NPS / Scorecard
– Volume levels
– => Product Level
• Integration
– Order Platform
Customer Service
• 7-Day Customer Service
• eMail / Chat / Phone /
Facebook / Twitter / Blogs
• Deliver a uniform experien...
MotoToro.com
Inside eCommerce
Marketing:
From Click to Conversion
www.insideecommerce.ie
@insideecommerce
@micksgarage
@j_smyth
John Sm...
What works for MicksGarage
What we define as success
From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Goin...
Who is Your Customer?
• Users v Customers
• Starting Point
• Who
• Where
• How
• Why
• Understand Your Traffic Thoroughly
...
Traffic Drivers
• Google AdWords Search
• Search Engine Optimisation
• Affiliate
• Partnerships
• Email
• Social
Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Have Clear Goal in Mind
• Know Your Product / Ser...
‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”
Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Know Your Product / Service
• Research Your Audie...
KPIs – Weekly & Monthly
• Complete Channel Measurement
• Visits
• Orders
• Revenue
• Conversion Rate
• Average Order Value...
Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Custome...
Going Back to the Office
• Goals – Are they defined? Write them down
• Have You Targets? Write them down
• Do You Know You...
Further Resources
• Websites
– Google blogs – (AdWords & Analytics)
– Marketing Land / Search Engine Land / Search Engine
...
Questions?
Inside eCommerce
Content is King
www.insideecommerce.ie
@insideecommerce
@micksgarage
@DerekThaDog
Rob King – Content Mana...
Content is King
email - video – photography - category management - social
Do’s & Don’ts:
DON’T mention religion……ever
email
Bad taste
I’ll never buy from you again
In some countries you’d get beheaded for that!
“ “
email
Do’s & Don’ts:
DO: Visualise your audience then test, test & test again
email
Go Create!
Plain text: Great deliverability but no visual impact. html templates: Simple & fast to set up but poor inbox c...
When?
Largely over emphasised. There are hundreds
of reports &studies all contradicting each
other.
A bit of common sense ...
Subject lines, open rates, segmentation & personalisation
Hi %First Name%, How Are Your New %Make% Wind Deflectors Working...
video
We did some in-house A/B testing and found that when a
video was present on a product details page it drove a sales
...
video
“
video
Software & Hardware
We use the Adobe Creative Suite. Videos are edited in Premier Pro and After Effects provides text, gra...
video
+ AVS video editor
Despite filming in a dark warehouse and working on a part of
the car that would normally be in shadow, through good
lighti...
• 3.6m video views
• 1.1m from embedded player
• 25,000 views per week
• 1964 CTA clicks YTD
• Average view duration: 1.57...
What posts work?
Know your fan base
Check out your insights
social
Engagement
Interaction
Personality
Support
Brand
Confidence
Inter company relationships
Sales
62 interactions, 3.5K reach
...
The Twitter Machine
• Make use of the background
• Activity
• Relevance
• Keep sales messages to a minimum
• Engage / inte...
The Filter:
• Jumping on the bandwagon
• Editorial pieces /Original content
• Opinion
• SEO optimisation
social
Stuff you can try immediately:
• Download AVS Video editor for FREE
• Shoot a video on your smart phone, upload it to YouT...
Any Questions?
Michael Crean –
IT & Operations Manager
About Me
• Co-founded MicksGarage.com while unemployed in 2004.
• IT Systems architect, software developer and operations
...
About MicksGarage.com
• 42 Employees across
IT, marketing, Warehousing, CS, Accounting
• Sell to approx 70 countries on mo...
Website is your shop
window
• Must be kept updated
• Must be kept clean
• Must be current
• Must entice customers to take ...
“Its just a website, cant be that
difficult”
 Infrastructure
Management
 Data Management
 Content
Management
 Order
Ma...
Technical Considerations
• Platform Selection
• Payments, what service, what
method, Paypal, Realex, Stripe
• PCI complian...
Order Management
• Keeping track of orders
• Order change requests
• Handling queries from customers
• Unified systems, tr...
Order Management
We have one system to
manage orders
Order History
Tracking Numbers +
Pictures
Payment Details
Refund Deta...
Order Management
Orders managed through
Statuses
Each status part of pipeline
Unified System – all parts of
order visible
Barcode Packing
Accurate Dispatch first
time
All orders picked and
packed via barcode
Dispatch labels are
printed automati...
Data Management
• Handling millions of records
• Correct product categorisation
• Does your website handle mis-spellings?
...
Payments &Fraud
• Paypal
• Realex
• Stripe
• PCI compliance
• Control required
• 3DSecure
Any Questions?
Inside eCommerce
Multichannel
www.insideecommerce.ie
@insideecommerce
@micksgarage
@vinnyobrien
Vinny O’Brien
@vinnyobrien
@micksgarage
Multichannel – Gateway to the World
The Challenge
The Opportunity
How to get started
How we do it
The Playbook
Spoiler Ale...
The gateway to the world
"in time of war as in time of peace, by every vessel of commerce or of
war, without distinction o...
The Challenge
The Challenge
“It is no longer about channels; it is about the customer life cycle across everywhere
we touch them.”
72
Customer feedbac...
The Journey
• Probably best not to start here
The Journey
What they Offer
The Reality
What Works?
OUR
Global Play
113
Countries
5
currencies
5
Languages
Multi Lingual
Storefront
Direct API Compatibility
Strategic
Relationship
Our Platforms
Me on market research
Me !!
The Canary in the Mines
The Confession Box
The Confession Box
The Confession Box
The Thinning Hairline Playbook
When can I start
Questions
@vinnyobrien
@micksgarage
Inside eCommerce
Design for Success
@micksgarage
@so_uh_yeah
Brendan McMahon
Designing for Conversion
• 1998: Joined Organic Inc.
• 2001: dot.com bubble burst
• 2001-2005: Independent Consulting/ G2 Interactive
• 2006-2008: ...
Ecommerce - Conversion
Marketing - Audience
IT - Engine
Content - King
Design - Experience
Traditional ‘Website’ Design is...
Questions?
Traditional ‘Website’ Design is Dead
If you aren’t designing and developing for a multi-device
experience you a...
Purchase Funnel Expectation
Questions?
Purchase Funnel Reality
Design pulls it together
IT/Data
Marketing/
Promotions
Content/
Architecture
Questions?
Designing for Conversion
Design has to be part of any tactical or functional implementation
What are we designi...
1. Introduce your customers the style of the store – Home page is the page you are giving the basic
information about your...
What response does your HP elicit?
KISS - Keep It Simple Stupid
The KISS Method
Simplicity. Readability. Consistency
• Landing Pages
• Defined Path to Product
• Large, Hi-Quality Product Images/Video
• ...
KISS - Landing Pages
Navigational
Search Landing Page
Lifestyle with a
view to
customization
KISS – Refine the Results
KISS – Support the User
KISS – Refine by Attributes
KISS - Assurance
KISS – The Right Results
KISS – Detailed Product Pages
KISS – Detailed Product Pages
KISS – Product Images
KISS – Purchase Triggers
KISS – Purchase Triggers
KISS – Purchase Response Triggers
KISS – Reviews
KISS - Accounts
KISS - Cart
KISS - Checkout
KISS - Checkout
• Design for PURPOSE
• Cut the Response Time – don’t over engineer
• Respect your Customers Time
• Understand the Traffic ...
Inside eCommerce
Starting again – MotoToro.com
@micksgarage
@ciarancrean
Ciaran Crean - CEO
MotoToro.com
Why
– Passionate about bikes
– Key resources in place
– Fits exiting Data Centric model
– Existing parts know...
Cost of Product
Unit Ship Cost
Unit Ship Accessory Cost
Margin
Inside eCommerce
THANK YOU!
For more visit
www.insideecommerce.ie
@insideecommerce
@micksgarage
@Johnnywestcoast
@vinnyobr...
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
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Inside eCommerce - Micksgarage Masterclass - April 15th 2014.

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April 15th 2014 - Dublin
www.insideecommerce.ie
@insideecommerce
Inside eCommerce has partnered with online retailers, MicksGarage.com, to share their experiences in Building for Scale Internationally.

This one day event will provide invaluable insights into the strategy, innovation and technical implementation behind creating a successful eCommerce offering. Six speakers from the company’s top management team including the two founders will give masterclass sessions focusing on key areas of the business. Attendees will learn over the course of the day how all these functions fit together to form a well oiled machine.

MicksGarage, car parts experts and now one of Irelands leading “eTailers”, was started 10 years ago in the bedroom of company founder, Mick Crean. Mick and his brother, Ciaran, now ship over 1000 products daily to more than 70 countries worldwide and employ 48 people in their Dublin headquarters.

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  • Agenda for today
  • Everyday’s a school day!Content creation will be linked to the bottom line figures, and companies will strive to be able put a hard number on what it generates in terms of conversion for them. Need to understand what customer do overtime on their way to purchase, repurchase and brand advocacy. Content can’t just be good, it has to be great to stand out from a very noisy crowd.
  • Inside eCommerce - Micksgarage Masterclass - April 15th 2014.

    1. 1. Inside eCommerce MicksGarage.comMasterclass April 15th 2014 The Gibson Hotel, Dublin contact: john@insideecommerce.ie www.insideecommerce.ie Inside eCommerce: Supported By
    2. 2. MicksGarage.com  MicksGarage  Key Metrics  Procurement  Fulfillment  Customer Service
    3. 3. Key Metrics : P&L 1. Cost of Product 2. Unit Ship Cost 3. Unit Ship Accessory Cost 4. Margin
    4. 4. Key Metrics: P&L Zooplus.de
    5. 5. Key Metrics: Trading 1. Orders 2. AOV 3. Conversion Rate CVR 4. Margin
    6. 6. Key Metrics: Trading per Channel 1. Orders 2. AOV 3. Conversion Rate CVR 4. Margin
    7. 7. Key Metrics: Reporting 1. Expose Data 2. Share Tools 3. Drive Insights
    8. 8. Procurement : Materials • Buy Right – Sell Right • What is not on the product cost / Discounts • Where is the marketing support • Share data – promote open relationship • Purchase the entire product – data
    9. 9. Procurement : Materials • Supply chain dependant • Stock / virtual stock • Ring fencing / Exclusivity • Global Market
    10. 10. Carraige: In / Out Shipping kills margin!
    11. 11. Carriage: Out • To free ship or not to free ship • Product / AOV / Margin Service level dependent • Free shipping over… • Standard vs Priority • Trend away from free shipping • Click & Collect • Know the unit cost – analyse statement
    12. 12. Carriage: MicksGarage An Post Innovative Service offerings • Domestic Tracked • UK Tracked • EU Small Parcel • IBMS • Click & Collect • Integrated WMS Label print • Stamp machine • Return Labels • Account Management
    13. 13. Unit Ship Additional Cost Packaging • Reuse • Branded Boxes • Branded Bags Freight In • Shipper eg Expeditors
    14. 14. P&L: Above the line • Buy Right • Unit Costs – Measure • Influencing factors
    15. 15. Customer Service • Measured – NPS / Scorecard – Volume levels – => Product Level • Integration – Order Platform
    16. 16. Customer Service • 7-Day Customer Service • eMail / Chat / Phone / Facebook / Twitter / Blogs • Deliver a uniform experience • Unified Platform • Training - Experts
    17. 17. MotoToro.com
    18. 18. Inside eCommerce Marketing: From Click to Conversion www.insideecommerce.ie @insideecommerce @micksgarage @j_smyth John Smyth
    19. 19. What works for MicksGarage What we define as success
    20. 20. From Click To Conversion • Who’s Your Customer? • Gaining the Click – Traffic Drivers • Marketing driven by Metrics • Going Beyond the Click
    21. 21. Who is Your Customer? • Users v Customers • Starting Point • Who • Where • How • Why • Understand Your Traffic Thoroughly • Metrics Drive Understanding
    22. 22. Traffic Drivers • Google AdWords Search • Search Engine Optimisation • Affiliate • Partnerships • Email • Social
    23. 23. Why AdWords? • Performance Driven Marketing • Complete Purchase Funnel • Have Clear Goal in Mind • Know Your Product / Service • Research Your Audience – How do they search? • Competitive Analysis • Create Ads that Stand Out!
    24. 24. ‘car parts’ ‘VW car parts’ ‘VW golf wiper blades’ “VW golf mark 5 wiper blades”
    25. 25. Why AdWords? • Performance Driven Marketing • Complete Purchase Funnel • Know Your Product / Service • Research Your Audience – How do they search? • Competitive Analysis • Create Ads that Stand Out!
    26. 26. KPIs – Weekly & Monthly • Complete Channel Measurement • Visits • Orders • Revenue • Conversion Rate • Average Order Value • Cost • CPA • Know where to focus your attention • Have targets, work towards them • Targets v Run Rate
    27. 27. Learn…Evolve…Grow • Not Perfect • Constant Learning • Live By Your Metrics • Focus On Your Users – Learn From Your Customers • New Challenges- New Channels
    28. 28. Going Back to the Office • Goals – Are they defined? Write them down • Have You Targets? Write them down • Do You Know Your Customers? • Before…During…After • What are your Metrics? – How do you track them? – Are you spending enough time on them?
    29. 29. Further Resources • Websites – Google blogs – (AdWords & Analytics) – Marketing Land / Search Engine Land / Search Engine Watch – GetElastic.com – PracticaleCommerce.com – Occam’s Razor – AvinashKaushik • Twitter Accounts – Rand Fishkin @randfish – Danny Sullivan @dannysullivan – Sean Si - SEO Hacker @seo_hacker – Matt Cutts - @mattcutts
    30. 30. Questions?
    31. 31. Inside eCommerce Content is King www.insideecommerce.ie @insideecommerce @micksgarage @DerekThaDog Rob King – Content Manager
    32. 32. Content is King email - video – photography - category management - social
    33. 33. Do’s & Don’ts: DON’T mention religion……ever email
    34. 34. Bad taste I’ll never buy from you again In some countries you’d get beheaded for that! “ “ email
    35. 35. Do’s & Don’ts: DO: Visualise your audience then test, test & test again email
    36. 36. Go Create! Plain text: Great deliverability but no visual impact. html templates: Simple & fast to set up but poor inbox consistency, repetitive, limited creativity & flexibility. Image mapping: Great flexibility, great inbox consistency but slow load times. No text version. Slicing: Great flexibility, visual impact, inbox consistency and load times Optimised Platform consistency – creativity – speed - open rate - revenue email
    37. 37. When? Largely over emphasised. There are hundreds of reports &studies all contradicting each other. A bit of common sense & some A/B testing brought us to a set of simple guide lines we generally work to: • General car parts: 11am-2pm mon-fri (needs) • Tools, accessories, gadgets: 7.30pm-8.30pm (wants) • High value items: 25th – 30th of the month (pay day) • 9am– 10am mon-fri (work stuff) • Friday afternoon (limited numbers) • 4pm-6.30pm (home/dinner) email
    38. 38. Subject lines, open rates, segmentation & personalisation Hi %First Name%, How Are Your New %Make% Wind Deflectors Working Out? Mass mailing 17-19% open rate ‘Spam’ keywords effective Segmentation, relevance & personalisation are key to open rate email
    39. 39. video We did some in-house A/B testing and found that when a video was present on a product details page it drove a sales increase of 40% Hence why we now have an in-house team of experts working on video. “ John Smyth – head of marketing, Micksgarage.com video
    40. 40. video “ video
    41. 41. Software & Hardware We use the Adobe Creative Suite. Videos are edited in Premier Pro and After Effects provides text, graphics & special effects, Lightroom and Photoshop are used for photography and email creation. Basics - Camera, tripod, lights, mic, backdrop: €1290 Total: €5635 video
    42. 42. video + AVS video editor
    43. 43. Despite filming in a dark warehouse and working on a part of the car that would normally be in shadow, through good lighting setup we have a clear, bright and crisp view of what is going on. (shot in 1080p full HD) Full HD Aspect ratio Framing Sound Light 2010 2014 Video Content : • Attention spans are short but don’t assume your video has to be a certain length • Watch-abilityis key. No matter what the subject, your video has to be interesting enough to watch • Get straight to the point. Don’t tell people what they’re about to see, get on and show them. (20% of viewers gone in 1st 10s) • Know your stuff! Unscripted usually works better. That said, planning is essential. Have a clear vision & concept worked out • Accuracy! Remember there are no pedants on the internet! • Make sure the piece flows. if you do need a script, try to bullet point the topics you need to talk around, it will help you plan your shots • Research. Watch similar videos, learn from their mistakes, fill in the blanks & make yours better! “ “ video
    44. 44. • 3.6m video views • 1.1m from embedded player • 25,000 views per week • 1964 CTA clicks YTD • Average view duration: 1.57 (48%) • Top 10 videos all ‘How To’ Before ‘How To Video’ • 45 subscribers per month After ‘How To Video’ • 200 subscribers per month 0% 20% 40% 60% 80% Video Analytics video
    45. 45. What posts work? Know your fan base Check out your insights social
    46. 46. Engagement Interaction Personality Support Brand Confidence Inter company relationships Sales 62 interactions, 3.5K reach variety – photos – news – competitions Video – humour - genre – advice – ask! controversy (careful now) – mention the government if you dare! social
    47. 47. The Twitter Machine • Make use of the background • Activity • Relevance • Keep sales messages to a minimum • Engage / interact • Post with image • Video: screenshot image email
    48. 48. The Filter: • Jumping on the bandwagon • Editorial pieces /Original content • Opinion • SEO optimisation social
    49. 49. Stuff you can try immediately: • Download AVS Video editor for FREE • Shoot a video on your smart phone, upload it to YouTube and link (annotate) to a product (Don’t forget to include a related product in your video!) • Double your Facebook activity for a week and monitor the change in reach and likes. • Do the same for Twitter • Run a simple Facebook competition • Segment your email list • Go on a half day film/photography course • Use your website on a daily basis – see it through the eyes of your customer • Let your company’s personality shine through recap
    50. 50. Any Questions?
    51. 51. Michael Crean – IT & Operations Manager
    52. 52. About Me • Co-founded MicksGarage.com while unemployed in 2004. • IT Systems architect, software developer and operations manager • Involved in all aspects of business from IT to warehousing, marketing, customer Service, Voip phone systems and everything in between.
    53. 53. About MicksGarage.com • 42 Employees across IT, marketing, Warehousing, CS, Accounting • Sell to approx 70 countries on monthly basis • 6+ million data records • Average age of our employees is just under 30 • Innovation is key to our success • We try to lead rather than follow with everything we do.
    54. 54. Website is your shop window • Must be kept updated • Must be kept clean • Must be current • Must entice customers to take a further look
    55. 55. “Its just a website, cant be that difficult”  Infrastructure Management  Data Management  Content Management  Order Management  Order Dispatch  Customer Service  Returns Management  Fraud Management
    56. 56. Technical Considerations • Platform Selection • Payments, what service, what method, Paypal, Realex, Stripe • PCI compliance issues • Order management tools • What level of automation do I need? • What volume of orders do I anticipate? • What sort of hosting do I need? Cloud, Shared, Dedicated • Automated Fraud Management • Outsource software development?
    57. 57. Order Management • Keeping track of orders • Order change requests • Handling queries from customers • Unified systems, tracking numbers, payments, order history • Returns and refund handling • Filtering out fraudulent orders • mCRM – How we did it?
    58. 58. Order Management We have one system to manage orders Order History Tracking Numbers + Pictures Payment Details Refund Details Audit History
    59. 59. Order Management Orders managed through Statuses Each status part of pipeline Unified System – all parts of order visible
    60. 60. Barcode Packing Accurate Dispatch first time All orders picked and packed via barcode Dispatch labels are printed automatically to save time
    61. 61. Data Management • Handling millions of records • Correct product categorisation • Does your website handle mis-spellings? • Is your website navigation clean simple and quick? • Where will your data come from • What images do you have, where can you get the rest • Selectable attributes (Gender, Size, Colour etc) • Additional Attributes (Weight, Pack Size, Colour etc) • Descriptions • Barcodes • Accuracy
    62. 62. Payments &Fraud • Paypal • Realex • Stripe • PCI compliance • Control required • 3DSecure
    63. 63. Any Questions?
    64. 64. Inside eCommerce Multichannel www.insideecommerce.ie @insideecommerce @micksgarage @vinnyobrien Vinny O’Brien
    65. 65. @vinnyobrien @micksgarage
    66. 66. Multichannel – Gateway to the World The Challenge The Opportunity How to get started How we do it The Playbook Spoiler Alert
    67. 67. The gateway to the world "in time of war as in time of peace, by every vessel of commerce or of war, without distinction of flag."
    68. 68. The Challenge
    69. 69. The Challenge
    70. 70. “It is no longer about channels; it is about the customer life cycle across everywhere we touch them.” 72 Customer feedback is central to everything that makes marketplaces tick. When Amazon or eBay make a change, we listen. The Challenge
    71. 71. The Journey • Probably best not to start here
    72. 72. The Journey
    73. 73. What they Offer
    74. 74. The Reality
    75. 75. What Works? OUR
    76. 76. Global Play 113 Countries 5 currencies 5 Languages Multi Lingual Storefront Direct API Compatibility Strategic Relationship
    77. 77. Our Platforms
    78. 78. Me on market research Me !! The Canary in the Mines
    79. 79. The Confession Box
    80. 80. The Confession Box
    81. 81. The Confession Box
    82. 82. The Thinning Hairline Playbook
    83. 83. When can I start
    84. 84. Questions @vinnyobrien @micksgarage
    85. 85. Inside eCommerce Design for Success @micksgarage @so_uh_yeah Brendan McMahon
    86. 86. Designing for Conversion
    87. 87. • 1998: Joined Organic Inc. • 2001: dot.com bubble burst • 2001-2005: Independent Consulting/ G2 Interactive • 2006-2008: Dell Inc. • 2009: Hotels.com • 2009-2013: Sears Holdings Corporation About Me
    88. 88. Ecommerce - Conversion Marketing - Audience IT - Engine Content - King Design - Experience Traditional ‘Website’ Design is Dead
    89. 89. Questions? Traditional ‘Website’ Design is Dead If you aren’t designing and developing for a multi-device experience you are missing the boat
    90. 90. Purchase Funnel Expectation
    91. 91. Questions? Purchase Funnel Reality
    92. 92. Design pulls it together IT/Data Marketing/ Promotions Content/ Architecture
    93. 93. Questions? Designing for Conversion Design has to be part of any tactical or functional implementation What are we designing for? • Top of Funnel (browse) • Bottom of Funnel (cart/checkout) • Page weight • Data set • Page Goals What are we measuring? • Bounce Rate • Exit Rate • Conversion Rate • Interactions • A/B
    94. 94. 1. Introduce your customers the style of the store – Home page is the page you are giving the basic information about your business 2. Style and design should be the same for all pages 3. Compose the central part of home page 4. Product catalogue must be visible right from the home page 5. Organize the header of the home page 6. Don’t forget to include the search engine on your home page 7. Manage the catalogue categories in fine and logical way 8. Contact information must be visible and easy to find – 9. Information regarding delivery, returns, and general terms & conditions 10. One or two inserts from testimonials page. . Design for Trust
    95. 95. What response does your HP elicit?
    96. 96. KISS - Keep It Simple Stupid The KISS Method
    97. 97. Simplicity. Readability. Consistency • Landing Pages • Defined Path to Product • Large, Hi-Quality Product Images/Video • Reviews • Purchase Response Triggers • Clear Call to Action • Simple account and checkout KISS – Basics of Site Design
    98. 98. KISS - Landing Pages Navigational Search Landing Page
    99. 99. Lifestyle with a view to customization
    100. 100. KISS – Refine the Results
    101. 101. KISS – Support the User
    102. 102. KISS – Refine by Attributes
    103. 103. KISS - Assurance
    104. 104. KISS – The Right Results
    105. 105. KISS – Detailed Product Pages
    106. 106. KISS – Detailed Product Pages
    107. 107. KISS – Product Images
    108. 108. KISS – Purchase Triggers
    109. 109. KISS – Purchase Triggers
    110. 110. KISS – Purchase Response Triggers
    111. 111. KISS – Reviews
    112. 112. KISS - Accounts
    113. 113. KISS - Cart
    114. 114. KISS - Checkout
    115. 115. KISS - Checkout
    116. 116. • Design for PURPOSE • Cut the Response Time – don’t over engineer • Respect your Customers Time • Understand the Traffic Drivers • Hit The Visitor’s Interest • Be Responsive – design with Multi-device in mind Conclusion
    117. 117. Inside eCommerce Starting again – MotoToro.com @micksgarage @ciarancrean Ciaran Crean - CEO
    118. 118. MotoToro.com Why – Passionate about bikes – Key resources in place – Fits exiting Data Centric model – Existing parts knowledge – Key enthusiastic supplier – Great shipping proposition – Complementary product lines – Powered by MicksGarage.com
    119. 119. Cost of Product Unit Ship Cost Unit Ship Accessory Cost Margin
    120. 120. Inside eCommerce THANK YOU! For more visit www.insideecommerce.ie @insideecommerce @micksgarage @Johnnywestcoast @vinnyobrien @j_smyth @DerekThaDog @so_uh_yeah @ciarancrean john@insideecommerce.ie

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