“ How  Cool  Is My  Web Shop?” A practical framework for assessing online retail good practice
ALAN NOAKE “Chief Lab Rat” The ICELAB Ltd
2008 Supporting in 2010 2009
 
 
 
Features Rewards Security Design
Design & Navigation 50  ICE CUBES Security &  Customer Support Various  Ecommerce Features + 25  ICE CUBES + 75  ICE CUBES...
 
Brand Consistency Design & Navigation  ( 50 )
Great Navigation Design & Navigation  ( 50 )
Really  cool  photography Design & Navigation  ( 50 )
A  cool  URL –  www.buy-jeans.net Design & Navigation  ( 50 )
A  cool  URL – www.diy.com Design & Navigation  ( 50 )
Design & Navigation Design & Navigation  ( 50 )   Whatever you do…  Please  don’t  judge the  design, navigation, colour s...
Internet Merchant Bank Accounts Security & Customer Support  ( 25 )
3rd Party Payment Providers Security & Customer Support  ( 25 )
Secure Certificate Providers Secure  Accreditations Security & Customer Support  ( 25 )
The Legal Stuff… (Boring, but you gotta have it!) Security & Customer Support  ( 25 )   www.pcisecuritystandards.org PCI (...
Customer Reviews Various Ecommerce Features  ( 75 )
And, many, more  over time for sure… Various Ecommerce Features  ( 75 )   Backend Integration To Accounts Product  Search ...
Sales Conversion! £££££££££££££ Results & Success  ( 50 )   0.1%   5  0.5%   10  1%   20  5%   30  10%   35  20%   40  30%...
Package or Bespoke Solution?
Package Solutions The ICELAB’s Cool Blue Web Shop
Bespoke  Solutions The ICELAB’s Mellow Yellow Web Shop The ICELAB’s Red Hot Web Shop www.9gdesign.co.uk   www.absolutegrap...
 
ANY QUESTIONS? [email_address] www.theicelab.co.uk   www.ecommerceinkent.co.uk
THANK YOU FOR LISTENING [email_address] www.theicelab.co.uk   www.ecommerceinkent.co.uk
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How Cool Is My Web Shop

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  • So how do we know if one web shop is cooler than another? I feel that shopping carts are coming of age . They have been around for about 15 years now and really ought to be better understood. So I’m going to give you an insight into Version 1.0 of my web shop framework for assessing online retail good practice . I created my first shopping cart website in 1997 – but I don’t ever stop learning about them myself. I therefore welcome feedback on this framework to improve it over time and make it more and more useful to online retailers. Pass a copy of the Version 1 Framework around.
  • My name is Alan Noake, Chief Lab Rat at The ICELAB. We specialise in helping established retail and mail order businesses in Kent and beyond with retailing online. We send out a monthly newsletter to over 4000 people in Kent who are interested in Online Shopping. We also run a award every year to find the best online shop based or created in Kent. This will be the third year.
  • We do our bit. A percentage of our profits goes to a global environmental or polar research charity! This year we have selected Friends Of The Earth because of all their work on Climate Change. We continue to support charities from previous years – The Antarctic Heritage Trust and The Scott Polar Research Institute .
  • I am often asked why the ICELAB? Chosen because I have a dream to visit Antarctica! Introduce Shackleton the penguin The ICELAB’s mascot. Inspired by the book ‘Our ICEBERG is melting’ by John Kotter. I think it is a great analogy of what is happening to traditional retail and recommend every retailer should read it.
  • So how does it feel to be a traditional retailer in these unsettling times. The internet is changing everything and if you are in retail it is probably high time you found a new iceberg!
  • The humble ice cube. At the ICELAB we feel the icecube is a great building block metaphor for building ecommerce solutions. The solutions need to be cool, they need to be robust but equally it needs to be flexible enough that you can melt it down and form it into new shapes to adapt & change in the future.
  • So I starting thinking just exactly how many icecubes will it take to build a cool, robust, practical, successful structure? Could I create a good practice framework for building and implementing any web shop? In version one of the Framework I have considered four broad headings – Design, Security, Features and Rewards.
  • Closely coupled with Design is Navigation Alongside Security I have included Customer Support elements of a web shop such as Delivery Information and Terms & Conditions. Clearly there are many ecommerce features so I have started with 75 ice cubes for those and this value can increase over time as other new and important ecommerce features are accepted into the Framework Lastly there is the unseen bit – the sales conversion – is the website actually converting site visitors into sales. This has a separate value and is shown in red as it may be sensitive internal information and not publicly publishable or available.
  • This gives a total of 200 ice cubes for a really cool web shop. 150 can be assessed publicly and 50 internally with accurate sales conversion information.
  • e.g. www.fredperry.com The overall look & feel of the web shop . Consistent clear menu.
  • e.g. www.amazon.co.uk It has been an industry leader for a long, long time so warrants a mention. The overall look & feel of the web shop . Consistent clear menu. Effective use of colours and well executed consistent branding. It often leads the way with new innovative ecommerce features.
  • e.g. www.oneill.com The overall look & feel of the web shop . Consistent clear menu. Effective use of colours and well executed consistent branding. Quality of photography and images.
  • e.g. www.buy-jeans.net Appropriate highly relevant web address (URL)?
  • e.g. www.diy.com Appropriate highly relevant web address (URL)?
  • Whatever you do… Please don’t judge the design, navigation, colour scheme and photography yourself – get professional design advice or at minimum ask a dozen of your target audience for constructive feedback & criticism What you think is a 50 out of 50 design may be losing you lots of sales!
  • To take online payment securely it is often easiest to do the whole thing via your high street bank. Each of them have an electronic arm – you will need separate internet merchant account. You can use them for online payment processing as well...
  • Many 3 rd Party Payment Processing companies are popping up as an alternative. With most you still need an Internet Merchant account with your bank. But some now even offer an internet bank account as part of the deal and you can bypass the high street banks all together.
  • If you are taking personal customer information online – there needs to be a Secure Certificate in place. In Internet Explorer this is indicated by the PADLOCK. It basically verifies the fact that data passing between your computer and the website is encrypted and can’t be intercepted. Two main providers Thawte and Verisign. If you use your bank or 3 rd party payment provider this will be provided for you for payment processing. But it may still be worth considering for other secure areas of your site where you are potentially processing sensitive company data.
  • It is now law that you need to keep to the PCI (DSS) guidelines - www. pci securitystandards.org
  • Customer reviews
  • And many, many more…
  • You should be constantly Testing And Tracking sales conversion process. Sales conversion is a massive subject! But the key message is you may think you want more and more site visitors. When what you really need to do is convert the ones you already have into sales.
  • Bespoke – have it built for you from scratch or a core shopping cart model by web designers & developers. Lots of 3 rd party packages on the market with varying features, costs and levels of quality. Package dilema. They both cool your drink.
  • Lots of 3 rd party packages on the market with varying features, costs and levels of quality. Package dilema.
  • Lots of 3 rd party packages on the market with varying features, costs and levels of quality. Package dilema.
  • My dream is for this person to be me in Antarctica one day – and that’s what I love working for? What’s your dream?
  • Want to find out more, sign up for our monthly Ecommerce In Kent newsletter? Email me or give me your business card if you would like me to send you a copy of the Version 1 Framework
  • THANK YOU FOR LISTENING!
  • How Cool Is My Web Shop

    1. 1. “ How Cool Is My Web Shop?” A practical framework for assessing online retail good practice
    2. 2. ALAN NOAKE “Chief Lab Rat” The ICELAB Ltd
    3. 3. 2008 Supporting in 2010 2009
    4. 7. Features Rewards Security Design
    5. 8. Design & Navigation 50 ICE CUBES Security & Customer Support Various Ecommerce Features + 25 ICE CUBES + 75 ICE CUBES Rewards – Success, Sales Conversion & Profits + 50 ICE CUBES
    6. 10. Brand Consistency Design & Navigation ( 50 )
    7. 11. Great Navigation Design & Navigation ( 50 )
    8. 12. Really cool photography Design & Navigation ( 50 )
    9. 13. A cool URL – www.buy-jeans.net Design & Navigation ( 50 )
    10. 14. A cool URL – www.diy.com Design & Navigation ( 50 )
    11. 15. Design & Navigation Design & Navigation ( 50 ) Whatever you do… Please don’t judge the design, navigation, colour scheme and photography yourself – get professional design advice or at minimum ask a dozen of your target audience for constructive feedback & criticism
    12. 16. Internet Merchant Bank Accounts Security & Customer Support ( 25 )
    13. 17. 3rd Party Payment Providers Security & Customer Support ( 25 )
    14. 18. Secure Certificate Providers Secure Accreditations Security & Customer Support ( 25 )
    15. 19. The Legal Stuff… (Boring, but you gotta have it!) Security & Customer Support ( 25 ) www.pcisecuritystandards.org PCI (DSS) Standard Terms & Conditions Returns Policy Registered Business Address Phone Number VAT Number Registered Company Number
    16. 20. Customer Reviews Various Ecommerce Features ( 75 )
    17. 21. And, many, more over time for sure… Various Ecommerce Features ( 75 ) Backend Integration To Accounts Product Search Upsell At Checkout Discounts / Sale Pricing eVouchers / Coupons Special Offers Customer Order History Order Delivery Tracking Price Comparison Image Zoom 3D Images Newsletter Opt-In Key Info Content Management Stock Control Auto Email Order Confirmations Product Bundle Offering Affiliate Tracking Also Brought
    18. 22. Sales Conversion! £££££££££££££ Results & Success ( 50 ) 0.1% 5 0.5% 10 1% 20 5% 30 10% 35 20% 40 30%+ 50
    19. 23. Package or Bespoke Solution?
    20. 24. Package Solutions The ICELAB’s Cool Blue Web Shop
    21. 25. Bespoke Solutions The ICELAB’s Mellow Yellow Web Shop The ICELAB’s Red Hot Web Shop www.9gdesign.co.uk www.absolutegraphix.co.uk www.activwebdesign.com/ct5/ www.adhwebcreations.co.uk www.advancedecommercesolutions.co.uk www.advertisebydesign.co.uk www.aecetiaconsultancy.co.uk www.arcray.net www.arpey.co.uk www.artofgold.co.uk www.artwyse.com www.ash-management-systems.com www.barminggraphics.com www.bagshots.com www.blackfox.co.uk www.bluehousedesign.co.uk www.bluespark.co.uk www.bloommedia.co.uk www.bubblegate.co.uk www.businessnetworks.co.uk www.adamscreative.co.uk www.ahead-bs.com www.busivis.co.uk www.buzzinfly.co.uk www.byusdesign.com www.cantweb.co.uk www.cedarpress.com www.cfa-group.com www.chiarastone.co.uk www.cherrycreative.co.uk www.chilliapple.co.uk www.coasis.co.uk www.cornishwebservices.co.uk www.coronamedia.co.uk www.creat-ed.com www.creativeclicks.co.uk www.creativestudio.plus.com www.creativevenom.co.uk www.custwin.co.uk www.cyb.co.uk www.cyberkix.co.uk www.deliveredsystems.com www.designfunktion.net www.directdesign.co.uk www.distinctivethinking.co.uk www.dotcafedesigns.com www.dotmagic.co.uk www.dynamic-webs.co.uk www.dynamicawebdesign.co.uk www.easisites.co.uk www.elasticeye.com www.elementally.co.uk www.englandagency.com www.eonic.co.uk www.eqmedia.co.uk www.ethernetworks.co.uk www.evolution-internet.com www.fernhart.com www.firemelon.com www.firewhacker.co.uk www.fletcherconsult.co.uk www.frogcreation.com www.fusion-advertising.co.uk www.gelcreative.co.uk www.gforces.co.uk www.gkadesign.com www.glenfieldsoftware.com www.goldhosts.com www.greendesign.co.uk www.hayward-design.co.uk www.headley-design.co.uk www.highpro.co.uk www.hophousedesign.co.uk www.hpsweb.com www.i2imarketing.net www.ib3.co.uk www.id2design.co.uk www.iddonagenda.com www.impact-im.co.uk www.insitewebdesign.co.uk www.interactivered.com www.invmed.demon.co.uk www.itarus.com www.jasemmarketing.co.uk www.jingo.com www.justfirst4.com www.kaged.co.uk www.kc-webdesign.co.uk www.kent-design.co.uk www.kentwebsites.com www.kdesigngroup.com www.kickinteractive.net www.kisska.com www.lancasters.co.uk www.lgweb.co.uk www.lightmaker.com www.limefox.co.uk www.lionheartdigital.co.uk www.mdesignsolutions.co.uk www.media-garden.co.uk www.mid.co.uk www.mindwave.co.uk www.morley-computing.co.uk www.moveaheaddesign.com www.mtstudios.net www.netsimage.com www.netsite.co.uk www.net-storm.co.uk www.newcreatif.com www.nice-work.org.uk www.oakwebdesign.com www.oldthing.co.uk www.onaraltech.com www.online-web-solutions.com www.ontapgroup.com www.onthewebnow.co.uk www.open-sandwich.co.uk www.opensandwich.net www.othermedia.com www.ozonelabs.co.uk www.pbgroup.co.uk www.piggybacknet.com www.plagro.com www.planet4properties.com www.procreations.co.uk www.protecweb.co.uk www.PukkaWebDesign.com www.qlue.co.uk www.quadwebdesign.co.uk www.realisingdesigns.com www.redantdesign.co.uk www.redbullet.co.uk www.redcarrot.co.uk www.redeyemedia.co.uk www.redsnapper.net www.redmulletdesign.com www.red-square.co.uk www.rogueinteractive.co.uk www.runic.com www.saxonis.co.uk www.screenspeed.co.uk www.sd2001.co.uk www.sedesigns.co.uk www.semsolutions.co.uk www.sherry-trifle.co.uk www.shinyoctopus.com www.sinclairdesign.com www.sitewizard.co.uk www.sjssolutions.co.uk www.soup.co.uk www.spannersoftware.co.uk www.sprintinternetservices.co.uk www.square-design.co.uk www.sticklandweb.co.uk www.stickytoffee.co.uk www.studio808.co.uk www.stysh.co.uk www.subtense.com www.surfmarketing.co.uk www.sytecweb.co.uk www.tangerine-uk.co.uk www.taurus-graphics.net www.tdsf.co.uk www.theartofdesign.co.uk www.thebestthingsince.com www.thehubonline.co.uk www.thinkmg.com www.thissideup.co.uk www.timemakersystems.co.uk www.titlewebsolutions.com www.tricorp.co.uk www.uknowwho.co.uk www.vanbar.co.uk www.waltoncreative.co.uk www.watersidedesigns.net www.webdandy.co.uk www.webexpand.co.uk www.websites4you.co.uk www.webscript.co.uk www.websolve.co.uk www.webz4biz.co.uk www.welove72.com www.whitefin.co.uk www.worldarchipelago.co.uk www.worldwidecreative.co.uk www.wrtwebdesign.co.uk www.yawn.uk.com www.zerobox.co.uk www.zigzagcreative.co.uk
    22. 27. ANY QUESTIONS? [email_address] www.theicelab.co.uk www.ecommerceinkent.co.uk
    23. 28. THANK YOU FOR LISTENING [email_address] www.theicelab.co.uk www.ecommerceinkent.co.uk

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