Don't Become eCommerce Roadkill: How to Survive Your Next eCommerce Project

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Presented at the Joomla World Conference 2013, Harvard University, Boston, MA by Deb Cinkus, CEO of Polished Geek.

The road to eCommerce project success is fraught with danger and challenges at every twist and turn. Thoughtful planning for this dangerous journey is key to survival, but how can you possibly plan for the unknown? In this session, Deb will act as your guide, helping you to better understand and effectively plan your next eCommerce project as a website professional. You'll learn about the many danger zones encountered on the eCommerce project path:

- The treacherous highs of Payment Peak and lows of Credit Card Canyon
- The oh-so-many choices of Shipping Station
- The distracting yet alluring Feature Festival
- The competing promotions & marketing littered along Buy it Now Boulevard
- The unavoidable (and unforgiving) Taxes Tollroad
- The time sucking Social Media Soiree
- And, of course, the dreaded By-the-Way Bog

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Don't Become eCommerce Roadkill: How to Survive Your Next eCommerce Project

  1. 1. How to Survive Your Next eCommerce Project Deb Cinkus, CEO of Polished Geek Presented at JoomlaDay Atlanta 2014
  2. 2. A Dangerous Journey Illustration copyright 2013 Polished Geek LLC
  3. 3. “Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where—” said Alice. “Then it doesn’t matter which way you go,” said the Cat. “--so long as I get SOMEWHERE,” Alice added as an explanation. "Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.” from Alice's Adventures in Wonderland
  4. 4. B2C eCommerce Illustration copyright 2013 Polished Geek LLC
  5. 5. B2B eCommerce Illustration copyright 2013 Polished Geek LLC
  6. 6. C2B eCommerce Illustration copyright 2013 Polished Geek LLC
  7. 7. C2C eCommerce Illustration copyright 2013 Polished Geek LLC
  8. 8. A Beautiful Beginning Illustration copyright 2013 Polished Geek LLC
  9. 9. Payment Peak Illustration copyright 2013 Polished Geek LLC
  10. 10. Navigating Payment Peak 3rd party payment processor • PayPal Standard, Avangate • Hosted gateways Merchant account + gateway • Authorize.net • PayPal PRO Multi-currency Never email or store credit card data
  11. 11. Payment Hazards Compliance is the Client’s responsibility… but you still need to know the rules. Learn more about PCI • Cover yourself in your SOW contract • SSL alone is not sufficient! • Follow best security practices (use anti-virus, don’t share logins) • Promote 2-factor authentication • Establish secure hosting • Test custom code thoroughly • Provide or refer to an ongoing security monitoring service
  12. 12. Shipping Station Illustration copyright 2013 Polished Geek LLC
  13. 13. Virtual products or physical goods Calculated shipping (API) • UPS, FedEx, etc. • Weight, dimensions, package Flat shipping • Item quantity or weight • Cart total value • Expedited shipping Free shipping… when? Shipping Station Safety
  14. 14. Shipping Station Hazards Rules, regulations, restrictions… • Item restrictions across borders • Minimum quantities or sets • Packaging calculations Delivery management • Quota per timeslot • Ordering cutoff times • Non-delivery areas
  15. 15. Feature Festival Illustration copyright 2013 Polished Geek LLC
  16. 16. Feature requirements  Catalog IA Product compare Wishlists w/ email follow-up Multi-channel sales Analytics & reporting Multi-vendor Geolocation ‘Tis a Barrel of Monkeys
  17. 17. Buy It Now Blvd Illustration copyright 2013 Polished Geek LLC
  18. 18. Buy It Now Blvd Hazards Coupons & gift certificates • Clients are… creative. • Fully describe functionality in SOW Email marketing • External – MailChimp • Joomla - AcyMail Reward systems • Free items / discounts • Rewards as currency
  19. 19. Taxes Tollroad Illustration copyright 2013 Polished Geek LLC
  20. 20. Taxes Tollroad Hazards Marketplace Fairness Act pending • 46 states collect sales tax as of 2013 • Free tax software (AKA free kittens) “Today, keeping track of a few thousand local tax rates is no longer an insurmountable technical, administrative, or financial burden - certainly no more difficult than calculating real-time-shipping, a common feature on most web sites and online sales marketplaces.” MarketplaceFairness.org
  21. 21. You are NOT an accountant • Cover yourself in the SOW • Get written client direction VirtueMart supports AvaTax • EU & USA tax schedules • RT tax calculations at checkout • AvaTax fees based on taxable transactions HikaShop supports TaxCloud • Free USA real time tax service Getting through safely… Learn more about AvaTax Learn more about TaxCloud Opencart + TaxCloud
  22. 22. Social Media Soiree Illustration copyright 2013 Polished Geek LLC
  23. 23. Social Media Soiree Hazards Social login / checkout registration Social sharing after purchase Social network integration • JomSocial • EasySocial Targeted social ads
  24. 24. By the Way Bog Don’t let this be you.Illustration copyright 2013 Polished Geek LLC
  25. 25. Getting through the Gate Don’t get bogged down at Go Live • Minimize surprises – document! • Phase the project • Visuals are your friend • Detail the Client’s responsibilities • Clearly describe when YOU are done If you find yourself in the Bog, give alternatives.
  26. 26. Success! B2B B2C C2B C2C Illustration copyright 2013 Polished Geek LLC
  27. 27. Deb Cinkus,CEO THE POLISH deb@PolishedGeek.com PolishedGeek.com @PolishedGeek Donald Champion,CTO THE GEEK donald@PolishedGeek.com Slides available online PolishedGeek.com/roadkill ??? ? ?
  28. 28. Deb Cinkus,CEO THE POLISH deb@PolishedGeek.com PolishedGeek.com @PolishedGeek Donald Champion,CTO THE GEEK donald@PolishedGeek.com Let us guide the way! Whitepaper available online PolishedGeek.com/joomla- ecommerce-roadkill Feeling lost in your eCommerce project?

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