More Related Content

Similar to Ecommerce dev for business needs(20)


Ecommerce dev for business needs

  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. Introduction I. Shopping Experience II. Performance III. Plan For Weird Marketing Schemes IV. Great Products = Great Product Pages Outline 2
  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. • 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. 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. 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. • 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.
  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. 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. 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
  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. 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. Your client should choose one of the simple (and automated) options before moving up to more complex options. Related Products 16
  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
  19. Analytics 19 Marketing without data is like driving with your eyes closed – Dan Zarella
  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. 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. 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. 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. • 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. Get proficient at integrating semantic markup. SOCIAL MEDIA IS USED TO DISCOVERPRODUCTS 26 Twitter Cards Facebook Open Graph Instagram Pinterest LinkedIN
  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. 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. Onsite Search :Concrete Case
  30. SEARCH ENGINE RANKINGS The checkout process 30
  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. 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. 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. 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. 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. 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. 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. 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. Thank you! 39 Twitter @siliconelife

Editor's Notes

  1. Omnichannel is concentrated on a seamless approach to consumer experience 3 dimensions to omnichannel retailing: Brick2Click Device2Web eAve2Web : Customers connecting through Internet Avenues or eAve are directly served through central database whereby orderID, customer ID are also generated through centralized database system and the customer are served through web, store, device and eAve).
  3. Research has found that 47 percent of web users expect a website to load in under two seconds. During peak traffic times, 75 percent consumers are willing to visit competitor sites instead of dealing with a slow loading page. A 1 second delay in page response can result in a 7% reduction in conversions. april 2014
  7. BOGO Multiple coupons Personalized coupons Free trials Product bundles Customer specific pricing Free shipping threshold Cart abandonment strategies Gift cards
  8. Tag all your pages Use a Tag Manager to optimize the tagging process Use cookies intelligently Validate data is being captured correctly Tags go in the closing head tag Load JavaScript tags asynchronously Tags should be inline – otherwise it will affect your ability to collect data accurately During implementation (and indeed if you evolve your site often) you will have to make sure that you “teach” your web analytics tool which combination of file name and parameters identifies a page. Cookies : 1st party preferred, non PII information collecting, what can’t be tracked easily in url parameters
  9. what a product is. - You may consider the 200 t-shirt lines you want to sell as 200 separate products. However, once we count up the individual sizes, colours and patterns that those 200 t-shirts come in, we may find that you actually have over 2,000 individual products, each with its own SKUs (Stock Keeping Unit).  A variant is something like size, colour or weight. Within a variant, you'll have options (e.g. large, medium,or red, green). variant options. And when a product has more than one variant (e.g. size and colour), then your customer will need to choose an option from each variant. This creates a variant combination. And each variant combination will be associated with its own unique SKU, which will usually have its own price and stock level, and may have its own description and photos.
  10. 1. Product Shot: Professional, high quality product photos showing multiple angles. CRITICAL because the user can’t touch the item. Multiple angles are recommended 2. Product Name: clear and immediately visible, largest type on page. Product options, size and dimension and available stock 3. Price: this should be large and easy to find, display the currency. Careful with the color choices are colors can impact negatively your conversion rate. 4. Quantity & Add To Cart: Labels should be clear and non-technical. Pre-populate the Quantity field with “1”, this is your end game. 5. Social Media:  social sharing and discovery 6. Description: Provide information and specifications to convince — break it up into tabs or sections. 7. Reviews: Ratings and reviews are proven to increase conversion rates. 8. Related Items: Cross selling Related Items (as defined by store owners, not you ideally), People also viewed, People also bought, Frequently bought together 9. Promotions: to create and test various types of promos 10. Shipping: shipping and taxes are often the most complex elements to properly configure for any web store. Make sure your platform can handle all the shipping requirements. Optional : saved cost,
  11. How the catalogue is structured impacts how the site is developed. A good ecommerce platform will support multiple category levels.  Faceted Navigation contains facets and filters . not very SEO friendly On the technical side, this can create duplicate content, facet category are indexed by Google so careful Category filters are tied to user experience and information architecture. Once a user has an idea what they want to buy, they will shop your product listings page. Make it clear that they have multiple options and pages to shop on. You want them to keep looking if they don’t see what they want on the first page. Show numbers: number of pages and products in the category listing. Allow users to view the listing in their own way : filters for relevant variables, ability to jump within results, etc. Never force users : to click on arrows to change pages, to scroll all the way back up, to click on the “view all” button. Don’t use tiny or blurry product photos.
  12. Rich Snippets allow you to structure the information in a different manner and helps with organic discovery and social discovery of the products. descriptions Limited time offers Product name and price Product availability Product reviews Images and videos Google Shopping
  14. The first page in your checkout process is your cart page. This page reaffirms what they have purchased in detail. This helps them build confidence and trust in your store. The cart shows product details with images, pricing, tax and links back to individual product pages. Confirm everything: product, size, color, quantity, availability, ship date, estimated delivery, etc Make it easy to change quantity or delete products. Let users change qty to 0 to remove products or click a “remove” button. Don’t use an “Update” button to remove products. Shipping and total cost, availability due to geolocalisation
  15. Basics of an online store: Tracking stock levels = not selling out of stock products Key considerations: Stock tracking needs to be set at the SKU level Manually maintaining stock levels is time consuming and prone to error Automating stock management is more expensive
  16. When channels are not properly integrated, clients feel like they have to deal with separate business.
  17. Here’s a quick checklist of what can be done to optimize performance. If you want a quick assessment of your website’s performance, head on over to It’s free, and it give you a great starting list of what should be optimized on your site with complete waterfalls. Or Do That Really Cool thing where you turn icons into fonts. I saw one of my integrator do that one.
  18. Here’s a quick checklist of what can be done to optimize performance. If you want a quick assessment of your website’s performance, head on over to It’s free, and it give you a great starting list of what should be optimized on your site with complete waterfalls.