2. EBay 13+ Internet
Retail Experience,
Baazee.com
CRICKET Talkative
Tajonline Positive
Black Label

3. Iksula is an End-to-End Internet Retail Solutions and Service Provider
Internet
Consulting Technology
Marketing
Content Fulfillment
Merchandising Operations
Production

4. 2007
The Year Iksula was Founded

5. 200+
Employees as of Dec-2012

6. 40+
Man Years of eTail Expertise

7. 200+
Ecommerce Websites powered by Iksula

8. 3
Offices in Mumbai, New Jersey
and
Singapore

12.  Technology
 Usability  Engagement
 Content

19. Similar Products
for comparison
To remove from
comparison
Differences are
highlighted

23. Customize Jewellery

30. Auto Suggestion

31. Misspelling Correction

32. Faceted Search

34.  Does it really impact your business?

37. Sample 1 Sample 2

38. Sample 1 Sample 2
 “Matter of Fact”  “Experiential” Presentation
Presentation  Catalog Photography
 Basic photography  Detailed information
 0.7% conversion rate  1.3% conversion rate
Conversion Rate
Everything remaining the same, we saw a doubling of
conversion rate after we improved the product pages

39. Enhances the usability of your site
 Search – indexed content
 Browse by attributes
 Compare products
Reduces your operational costs
 Lesser product returns as informed buying
 Reduces costs of marketing
 Structured data helps in fulfillment
planning
And also improves your product
page conversion rate
 Informed buying decisions

40. Should be quick & informative, the most important
Product Titles
points
Descriptions Highlight the consumer benefits & romanticize the
product
Well shot photographs that showcase the finer product
Images & Videos
detailing
Key Features Quick summary of the most important selling points
Attributes &
A very detailed list of all the product attributes
Specs
Well chosen products which can complement or
Cross & Up Sells
supplement

41. A great product title structure
Product Titles
•“Brand Name / Collection” “What the product is” “Key
Attribute/s”
Descriptions
Examples
Images & Videos •Trademark Global Wood 3 in 1 Chess Backgammon
Table
Key Features •Globus Blue Sleeveless Ethnic Kurti with Embroidery
and Lace
Attributes & •Masai Patio Table Set (2+1) Teak Finish
Specs
Sample websites
Cross & Up Sells
Wayfair.com, Globusstores.com

42. Descriptions have to be engaging
Product Titles •.. has to highlight consumer benefits and not list out
product features. Eg: this digital camera comes with
Descriptions 8X zoom which allows you to get close to the action
from far away
•.. should have crisp language, be grammatically
Images & Videos correct. No spelling mistakes
•… should be interestingly written - the reader should
Key Features want to read the entire description
•.. should have a structure
Attributes & •.. should be original. Mr.Panda hates copied content
Specs
Sample websites
Cross & Up Sells Wayfair.com, Globusstores.com

43. Product Titles
A picture has to give a realistic feel of the product
•.. high resolution photographs, which users can zoom
Descriptions into, are always better
•.. should be shot from multiple angles
Images & Videos •… offer close up to design details
•… for star products, or very high volume products,
get videos done
Key Features
Attributes & Good picture is a result of
Specs •The type of photography – table top, catalog,
editorial
Cross & Up Sells •Technology used to display pictures

44. Table Top Product Shots
 Shot on top of a table
 Prevalent for non-fashion products

46.  Focus is on the product
 Background is usually one tone so that it doesn’t take away
from the product
 Makeup and poses are subdued
 Common background used are White and Grey
 Mostly, no props are used
 Apt for E-commerce due to low costs of production
 Example : Zara, Neiman-Marcus, Diesel, Globus,
Armani Collezioni, Burberry, Levis

48.  The model is on location, in an environment, or living/interacting
with a lifestyle
 Focus on styling, makeup and posture
 Wardrobe may have more of accessories.
 Usually follows a theme
 Model as well as background is very styled.
 Magazine like look and feel
 Example : Benetton, Versace
 Catalog shopping sites: http://www.google.com/catalogs/

49. Product Visualization Product Personalization and
• Image Resizing Configurator customization
• Magnifying Glass
Eg: Room designer Eg: Bunnies, Best
• dHTML Zoom and Pan Buddies
• Multi-Image Zoom and Pan
• Inset Creation
• Printed Work Previews
Some really cool technologies out there
• Image Overlays Liquid Pixels
• 360° Spin Scene 7 (Adobe)
• E-Catalog Rich FX (Channel Advisor Product

50. •Easily create an inset and zoom into a specific area of the image
•http://www.liquidpixels.com/demos/demos.m?name=Inset

51. •Quickly change the call out style, text and position
•http://www.liquidpixels.com/demos/demos.m?name=Splatmaker

52. •Change color / design of elements within the photograph
•http://www.liquidpixels.com/demos/demos.m?name=Room

53. •User can personalize the product real time
•http://www.liquidpixels.com/demos/demos.m?name=Room

54. Should talk about the most important product features
Product Titles •.. should give more details about a feature, rather than
just list it
•.. should be a short list, suggested at a maximum of 4-5
Descriptions
•.. should precede the main description
Images & Videos Example (Product: Jabra Bluetooth Wave Black
•3 layer Wind Noise Reduction
Key Features •Multiuse - connects to 2 Bluetooth devices
simultaneously
Attributes & •Behind-the-ear style for all day comfort
Specs •Up to 6 hrs talk time & 8 days standby time.
Cross & Up Sells Sample websites
Wayfair.com, Globusstores.com

55. Should be exhaustive and accurate
Product Titles
•.. should list out all the attributes of the product
•.. information should be standardized for easy
Descriptions comprehension. Eg: gm vs. gram
•.. structuring into sections makes for easy
Images & Videos comprehension. Eg for mobile phones: General
Information, Connectivity, OS, Multi-media, Dimensions
• .. should be accurate
Key Features
Attributes &
Specs
Sample websites
Cross & Up Sells Gsmarena.com, snapdeal.com

56.  Merchandiser selection driven
Product Titles
 Market basket analysis
• An old offline retail technique which evaluates groups of
Descriptions products that are bought together
 Collaborative filtering – pioneered by Amazon
Images & Videos • Users who bought this also bought that
• Wikipedia Defiinition “the method of making automatic
predictions about the interests of a user by collecting taste
Key Features information from many users”
 Discover tool – Amazon again
Attributes &
• Website recommendations based on your search history,
Specs
and aggregated data collected from other users
• Recommendations not necessarily based on what you are
Cross & Up Sells
searching for

57.  Product content enhances the usability of
your site to increase conversions, and
thereby revenues; while also reducing your
costs

59. Sampling.

60. New innovative payment solutions.

61. Buying through mobile texting.

62. Retailing Experience.

63. Retailing Experience.

64. Efficient Selling.

65. Efficient Selling.

66. Efficient Selling.

67. Instant show and Tell.

68. Instant show and Tell.

69. Instant show and Tell.

70. Instant show and Tell.

71. Collaboration.

72. Collaboration.

73. THANK YOU!