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SEARCH ENGINE RANKINGS
Development practices have a tangible impact on an online business’ bottom line. Building an
ecomme...
Introduction
I. Shopping Experience
II. Performance
III. Plan For Weird Marketing Schemes
IV. Great Products = Great Produ...
SEARCH ENGINE RANKINGS
SHOPPING EXPERIENCE
3
Shopping experience is everything that happens before this :
It takes only 1/10th of a second for a visitor to form an imp...
• Pleasurable: memorable experience
• Convenient: easy to use, works like I think
• Usable: can be used without difficulty...
Marketing channels affect online purchase decisions.
The customer journey has grown more complex, touching many different ...
Dimensions of omnichannel retailing
• Brick2click
• Device2Web
• eAve2Web
OrderIDs and customerIDs should be
generated thr...
• One website to build and to manage.
• Unique brand experience across devices
• UX gains
• Performance and UX gains
• Eas...
SEARCH ENGINE RANKINGS
THE WEB SHOULD BE FAST – GOOGLE INC.
Performance
9
Takeaways
Customers hate waiting.
Keep the load time under 2 seconds.
PERFORMANCE
10
47 percent of web users
expect a webs...
Want to rank well in search engines?
Pay attention to how page attributes are rendered. Too many external resources,
image...
Define and configure the overall
“caching hierarchy” and per-resource
settings depending on:
• Traffic patterns
• Type of ...
SEARCH ENGINE RANKINGS
PLAN FOR WEIRD MARKETING
SCHEMES
13
The name of the game in e-commerce
is to boost AOV – average order value.
Product recommendations are
responsible for an a...
Would you like fries with that? A brief case for upsell and cross sell
30%
10% - 30%
3%
60% - 70%30% of people will add a ...
Your client should choose one of the
simple (and automated) options before
moving up to more complex options.
Related Prod...
 Products from the same category (simple and
automated)
 Popular products from the same category or from all
categories ...
Specific discount structure – Some Promotions To Plan For
18
PRODUCT
BUNDLES
BUY ONE
GET ONE FREE
PERSONALIZED
COUPONS
FRE...
Analytics
19
Marketing without data is like driving with your eyes closed
– Dan Zarella
SEARCH ENGINE RANKINGS
GREAT PRODUCTS = GREAT
PRODUCT PAGES
20
• Define your understanding of product
• Product variant combinations should
all have a SKU, price, stock level, etc.
• Ge...
Product Loading/Product Input
22
3 options for product loading:
1. Have the client use the product
management tools provid...
1. Product shot
2. Product Name
3. Product Price
4. Quantity + Add to cart
5. Product Description (and options)
Extras ?
S...
Category Checklist
• Structure: Main category, sub
category, specific category
• Should add value for the user
• Short URL...
• Clean, unique URLs
• Breadcrumbs
• Descriptive and unique content
• Strong content hierarchy (H1, H2, H3)
• Internal Lin...
Get proficient at integrating semantic markup.
SOCIAL MEDIA IS USED TO DISCOVERPRODUCTS
26
Twitter Cards
Facebook Open
Gra...
1. Pinit button for every product image
2. Markup (Open Graph of Schema
markup)
3. Image description – any information
tha...
Onsite Search
28
28
Onsite Search should
lead to more selling
opportunities and
conversions
Search
Products,
Categories,
S...
Onsite Search :Concrete Case
SEARCH ENGINE RANKINGS
The checkout process
30
Build Trust With Buyer Friendly Checkout Process
31
Keep the whole process short, simple, logical and distraction free
• A...
Cart Page
• Confirmation of every detail
regarding the product
• Direct link back to products in cart
• Easy quantity chan...
For retailers seeking to create a connected customer experience, managing
inventory across channels is one of the biggest ...
A system architecture that allows for live transactions with a single
and centralized database is the primary driver for a...
SEARCH ENGINE RANKINGS
These are not extensive, they are just a means to get you started
thinking about performance, conve...
Code minification
 Minify Html
 Minify Css
 Minify Javascript
 Load Ressources Asynchronously
 Externalize Javascript...
Product Page Do’s
 Use large, high res photos on a white
background.
 Use zoom features
 Allow scroll to between images...
Performance
 Cache
 Code minification
 Load ressources asynchronously
Optimize Rich Media
 ALT
 Titles
 Width and he...
Thank you!
39
Joind.in
https://joind.in/talk/view/13341
Twitter
@siliconelife
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Ecommerce dev for business needs

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Development practices have a tangible impact on an online business’ bottom line. Building an ecommerce website that satisfies business needs and customer expectations allows a company to position its website in an increasingly competitive digital environment.

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Ecommerce dev for business needs

  1. 1. SEARCH ENGINE RANKINGS Development practices have a tangible impact on an online business’ bottom line. Building an ecommerce website that satisfies business needs and customer expectations allows a company to position its website in an increasingly competitive digital environment. Ecommerce : DEVELOPMENT TO MEET BUSINESS NEEDS 2015 GET STARTED
  2. 2. Introduction I. Shopping Experience II. Performance III. Plan For Weird Marketing Schemes IV. Great Products = Great Product Pages Outline 2
  3. 3. SEARCH ENGINE RANKINGS SHOPPING EXPERIENCE 3
  4. 4. Shopping experience is everything that happens before this : It takes only 1/10th of a second for a visitor to form an impression. Providing a flexible buying experience that adapts to the customer’s buying habits is key.
  5. 5. • Pleasurable: memorable experience • Convenient: easy to use, works like I think • Usable: can be used without difficulty • Reliable: is available and accurate • Functional: works as programmed USER NEEDS PYRAMID 5 Pleasurable Convenient Reliable Functional Usable
  6. 6. Marketing channels affect online purchase decisions. The customer journey has grown more complex, touching many different marketing channels. Online PurchaseJourney 6 BLOG REVIEW ORGANIC TRAFFIC SEM SOCIAL MEDIA EMAILING AFFILIATE PROMO CODE
  7. 7. Dimensions of omnichannel retailing • Brick2click • Device2Web • eAve2Web OrderIDs and customerIDs should be generated through centralized database system to serve them in different stores, devices and websites. Omnichannel: a seamless approach to consumer experience 7 WEB MOBILE EMAIL BRICK AND MORTAR E-COMMERCE IN-PERSON CALL CENTER SOCIAL MEDIA SMS
  8. 8. • One website to build and to manage. • Unique brand experience across devices • UX gains • Performance and UX gains • Easier for SEO • Easier for Analytics • Great for A/B testing Responsive Design Why would marketing want it ? 8 Mobile and Tablet e-commerce is set to double by 2018 according to a Forrester Study.
  9. 9. SEARCH ENGINE RANKINGS THE WEB SHOULD BE FAST – GOOGLE INC. Performance 9
  10. 10. Takeaways Customers hate waiting. Keep the load time under 2 seconds. PERFORMANCE 10 47 percent of web users expect a website to load in under 2 seconds. 75% of consumers are willing to visit competitor sites instead of dealing with a slow loading page. 47%
  11. 11. Want to rank well in search engines? Pay attention to how page attributes are rendered. Too many external resources, images that are not optimized, poorly written JavaScript affect search engine rankings. Leveraging Cache 11 ENSURE THE SERVER PROVIDES A VALIDATION TOKEN (ETAG) USE CONSISTENT URLS IDENTIFY WHICH RESOURCES CAN BE CACHED BY INTERMEDIARIES LEVERAGE BROWSER CACHING DETERMINE THE OPTIMAL CACHE LIFETIME FOR EACH RESOURCE
  12. 12. Define and configure the overall “caching hierarchy” and per-resource settings depending on: • Traffic patterns • Type of data served • Application-specific requirements for data freshness Leverage browser cache There is no one best cache policy 12 Caching Hierarchy INVALIDATING AND UPDATING CACHED RESPONSES CACHING CHECKLIST DEFINING CACHE CONTROL POLICY
  13. 13. SEARCH ENGINE RANKINGS PLAN FOR WEIRD MARKETING SCHEMES 13
  14. 14. The name of the game in e-commerce is to boost AOV – average order value. Product recommendations are responsible for an average of 10-30% of eCommerce site revenues MARKETING SCHEMES 14 CONVERSION RATE OPTIMIZATION PERSONALIZATION UPSELL CROSS SELL PROMOTIONS AND DISCOUNTS E-COMMERCE TRACKING PROGRAMMATIC MARKETING A/B TESTING Failing to plan is planning to fail
  15. 15. Would you like fries with that? A brief case for upsell and cross sell 30% 10% - 30% 3% 60% - 70%30% of people will add a last minute impulse item to their purchase if offered a relevant item that compliments their purchase. Displaying cross-sells at checkout increased sales by another 3% in a recent study.Product recommendations are responsible for an average of 10-30% of eCommerce site revenues The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%.
  16. 16. Your client should choose one of the simple (and automated) options before moving up to more complex options. Related Products 16
  17. 17.  Products from the same category (simple and automated)  Popular products from the same category or from all categories (simple and automated)  Products that you have marked as related to the current product (simple, but requires initial set up of links)  Products that other customers who bought this product also bought (requires some sales data to work)  Products the current customer has viewed recently (less simple, but automated)  Products that the site decides you might like based on a combination of factors (not simple, but automated). Related Products 17
  18. 18. Specific discount structure – Some Promotions To Plan For 18 PRODUCT BUNDLES BUY ONE GET ONE FREE PERSONALIZED COUPONS FREE SHIPPING CUSTOMER SPECIFIC PRICING FREE TRIALS MULTIPLE COUPONS GIFT CARDS CART ABANDONMENT STRATEGIES
  19. 19. Analytics 19 Marketing without data is like driving with your eyes closed – Dan Zarella
  20. 20. SEARCH ENGINE RANKINGS GREAT PRODUCTS = GREAT PRODUCT PAGES 20
  21. 21. • Define your understanding of product • Product variant combinations should all have a SKU, price, stock level, etc. • Get a sense of scale • Agree on product page • Agree who does product loading • Agree on how to track stocks Product CatalogueConsiderations Product catalogue considerations 21 Product Catalog
  22. 22. Product Loading/Product Input 22 3 options for product loading: 1. Have the client use the product management tools provided in the ecommerce platform 2. Import from a spreadsheet 3. Live integration with an external system (most expensive) Reiterate to your client how time consuming product loading is – it takes about 15 minutes for each “product” to find and load the information Product loading : the main cause of delays in the launch of new ecommerce websites.
  23. 23. 1. Product shot 2. Product Name 3. Product Price 4. Quantity + Add to cart 5. Product Description (and options) Extras ? Social Media, Reviews, Related items, Promotions, Shipping, Saved Cost Anatomy of a product page 23 Product shot Product name Price Description Quantity & Add to cart 5 Vital Elements + A Few Extras
  24. 24. Category Checklist • Structure: Main category, sub category, specific category • Should add value for the user • Short URLs (for SEO) Faceted Navigation • Contains facets and filters • Should be optimized for SEO Product Page Listing • Show numbers • Use filters • Use good quality product photos Navigation and information architecture 24
  25. 25. • Clean, unique URLs • Breadcrumbs • Descriptive and unique content • Strong content hierarchy (H1, H2, H3) • Internal Linking • Fast loading • Rich Snippets SEO 101 and best ecommerce practices 25 SEO makes for a great product page not only within your website but within the Web.
  26. 26. Get proficient at integrating semantic markup. SOCIAL MEDIA IS USED TO DISCOVERPRODUCTS 26 Twitter Cards Facebook Open Graph Instagram Pinterest LinkedIN
  27. 27. 1. Pinit button for every product image 2. Markup (Open Graph of Schema markup) 3. Image description – any information that could boost sales should be in. Concrete Case : Pinterest 27
  28. 28. Onsite Search 28 28 Onsite Search should lead to more selling opportunities and conversions Search Products, Categories, SKUs Optimized (No) Results Pages Sorting Results Autocomplete Spelling Errors
  29. 29. Onsite Search :Concrete Case
  30. 30. SEARCH ENGINE RANKINGS The checkout process 30
  31. 31. Build Trust With Buyer Friendly Checkout Process 31 Keep the whole process short, simple, logical and distraction free • Avoid payment processing delays • Don’t force registration! Support guest checkout • Trust signal: use a Trusmark • SSL Certificate • Easy form filling • Progress indicators • Have a proper cart page • Use a “mini cart” in the top right corner
  32. 32. Cart Page • Confirmation of every detail regarding the product • Direct link back to products in cart • Easy quantity change Show a picture of the exact product • “Continue checkout” button • Total price shown with shipping • Credit card or email address not required prematurely Cart Menuand Cart Page 32 • Total price and number of items shown • Link to the cart page to details • No “mini cart”, no cart widget. Must have a cart page. Cart Menu
  33. 33. For retailers seeking to create a connected customer experience, managing inventory across channels is one of the biggest barriers. Seamless Inventory 33 Real Time Transactions Holistic MethodologyInventory Shared
  34. 34. A system architecture that allows for live transactions with a single and centralized database is the primary driver for a successful approach to seamless omnichannel fulfillment. OmnichannelFulfillment: LeverageInventoryAcross All Channels and Locations 34
  35. 35. SEARCH ENGINE RANKINGS These are not extensive, they are just a means to get you started thinking about performance, conversion rate optimization and SEO. Quick Checklists 35
  36. 36. Code minification  Minify Html  Minify Css  Minify Javascript  Load Ressources Asynchronously  Externalize Javascript And CSS Optimize Rich Media  Compress Images Without Loss Of Quality*  Specify Image Width And Height Attributes  Make Sprites When It Is Relevant  Social Sharing Buttons And Other External Javascript Plugins  Activate Gzip Compression  Minimize Redirects  Activate Cache  Minimize Database Hits  Leverage Browser Cache Cache optimization on all levels 36
  37. 37. Product Page Do’s  Use large, high res photos on a white background.  Use zoom features  Allow scroll to between images.  Indicate clearly when additional images or zoom features are available  Provide a short product summary at the top of the page or next to the photo.  Add a border to the action area – where people select options and click buttons.  Ordering options near the top in action area  Use breadcrumbs Highly Converting Product PageChecklist 37 Product Page Dont’s  Put a large block of copy near or above the CTA button.  Hide your add to cart button until someone makes a selection.  Make availability information an extra click away.  Have a subtle change when someone clicks your add to cart button. People will miss your “Successfully added” message.
  38. 38. Performance  Cache  Code minification  Load ressources asynchronously Optimize Rich Media  ALT  Titles  Width and height attributes Optimize Content  Unique title, product description, meta description  1 product = 1 URL (or canonicals)  No duplicate content  Use HREF LANG for multiple languages Integration  Content hierarchy  Rich snippets  Internal search  Canonicals  No index SEO Checklist 38 CONTENT INTEGRATION RICH MEDIA PERFORMANCE
  39. 39. Thank you! 39 Joind.in https://joind.in/talk/view/13341 Twitter @siliconelife

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