ERS Slide Show


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ERS Slide Show

  1. 1.
  2. 2. ERS Methodology <ul><li>A successful Ecommerce site requires upfront investment of time and effort for research and planning. </li></ul><ul><li>ERS Methodology - a consistent step-by-step approach that combines industry best practices to guide your Ecommerce site development. </li></ul><ul><li>Your business will benefit from: </li></ul><ul><ul><li>Higher conversion rate </li></ul></ul><ul><ul><li>Reduced cost in the Ecommerce site lifecycle </li></ul></ul><ul><ul><li>Increased user satisfaction & enhanced experience </li></ul></ul><ul><ul><li>Search engine friendly site </li></ul></ul><ul><ul><li>Scalable Ecommerce platform </li></ul></ul>
  3. 3.
  4. 4. Client Interviews <ul><li>Company vision, mission, tagline, strategy business proposition, branding </li></ul><ul><li>Industry completeness, naming and terminology, growth rate and direct competitors </li></ul><ul><li>Product attributes, variables, terminology, 80/20 </li></ul><ul><li>Ecommerce site objectives and business goals </li></ul><ul><li>Existing site analytics </li></ul>
  5. 5. Target Audience <ul><li>Understanding primary, secondary and tertiary </li></ul><ul><li>Demographic, gender, age, socio-economics, geographic location, web savvy, specific needs </li></ul><ul><li>Exposure to current product </li></ul><ul><li>Brand oriented </li></ul><ul><li>Price oriented </li></ul>
  6. 6. Competitive Analysis <ul><li>Check out direct competitors (online) Ecommerce site layout, model and unique functionality </li></ul><ul><li>Find out what competitors do well online and what they don’t . </li></ul><ul><li>Investigate opportunities using online media </li></ul><ul><li>Search for indirect competitor offerings </li></ul><ul><li>Analyze similar niche sites to learn more </li></ul>
  7. 7. SEO Keyword Research <ul><li>Keyword relevancy: do your site’s products/services satisfy the query? </li></ul><ul><li>Keyword popularity: does the query have significant search volume? </li></ul><ul><li>Keyword clarity: is “tsubo” a shoe brand or an area roughly equivalent to 3.3 square meters? </li></ul><ul><li>Commercial aspects: does the user typing this query want to buy? Or just learn? We want to target buyers first </li></ul>
  8. 8. Objectives and Expectations <ul><li>Desired features and functionalities to support product and user </li></ul><ul><li>Timetable till product launch </li></ul><ul><li>Desired market share for Ecommerce site </li></ul><ul><li>I want to be like…examples of model Ecommerce sites </li></ul><ul><li>Initial and monthly budget to support project development and maintenance </li></ul>
  9. 9. Deliverables: Research Findings <ul><li>The foundation of a successful Ecommerce site is a clearly articulated strategy. Knowing both: </li></ul><ul><ul><li>what we want the site to accomplish for our business </li></ul></ul><ul><ul><li>what we want the site to accomplish for our users </li></ul></ul><ul><li>helps with all decisions we have to make about every aspect of an Ecommerce site.  </li></ul><ul><li>The outcome of this phase: a clear sense of what the Ecommerce site is about and what the users want. </li></ul>
  10. 10. Target Audience and Personas <ul><li>Define primary, secondary and tertiary target audience based on research findings </li></ul><ul><li>Define personas (articulated summary of the characteristics, needs, motivations and environment of your defined website users) </li></ul><ul><li>Draw possible scenarios (case studies) for each of the personas </li></ul>
  11. 11. User and Functional Requirements <ul><li>Define basic site functionality </li></ul><ul><li>Define advanced and unique site functionality </li></ul><ul><li>Characterize custom user requirements (for each persona) </li></ul><ul><li>Define user profile management requirements </li></ul><ul><li>Identify transactional functions (shopping process, integration with backend systems like inventory system, POS software etc.) </li></ul><ul><li>Define administrative functionality and requirements </li></ul>
  12. 12. Search and Content Requirements <ul><li>Content types and formats </li></ul><ul><li>Content management requirements, authorizations, workflow </li></ul><ul><li>User generated content areas, moderation, workflow </li></ul><ul><li>Define search behavior and advanced search features to support fast location of information </li></ul><ul><li>Auto complete sources, automatic spell corrections, similar terms display </li></ul>
  13. 13. Technical Requirements <ul><li>Expected user volumes </li></ul><ul><li>Security requirements (is the site a secure site, rules for passwords, secure shopping cart) </li></ul><ul><li>Performance requirements (i.e. page load time) </li></ul><ul><li>Support requirements </li></ul><ul><li>Database sizes and types </li></ul><ul><li>Supported browser types, including browser resolutions </li></ul>
  14. 14. SEO Requirements <ul><li>URL structure definition </li></ul><ul><li>Homepage and all landing-page content accommodation </li></ul><ul><li>Metadata scripting </li></ul><ul><li>Dynamic sitemaps management (XML/HTML) </li></ul><ul><li>Robots.txt file definition </li></ul><ul><li>Custom 404 page content and structure </li></ul><ul><li>Internal search management and tracking </li></ul><ul><li>Analytics code implementation </li></ul>
  15. 15. Landing Page UEX <ul><li>80/20 Landing page mapping </li></ul><ul><li>Landing page layout and structure </li></ul><ul><li>Landing page cross links and cohesiveness </li></ul><ul><li>All tab content must be indexable </li></ul>
  16. 16. Creative Brief <ul><li>Returns our attention to those aspects of the site our users will notice first – the visual elements of the site </li></ul><ul><li>Contains the brand identity, the type of audience, the “story” the site should tell, the tone and imagery that the site should take on </li></ul>
  17. 17. Deliverables: Ecommerce Requirement Specifications Translating users needs and Ecommerce site objectives into specific requirements for what content and functionality the Ecommerce site will offer.  The outcome of this phase: a list of all requirements - gives the scope of what will be included in the final product.
  18. 18. Navigation Tree <ul><li>Helps direct users browsing in the site to ensure positive user experience </li></ul><ul><li>Prepare a detailed taxonomy of all elements of the Ecommerce site </li></ul><ul><li>Cluster similar items into groups </li></ul><ul><li>Prioritize groups by importance </li></ul><ul><li>Highlight important items and place in higher location in tree </li></ul><ul><li>Add navigation aids – sitemaps, quick links, cross links </li></ul>
  19. 19. Labeling and Thematic Architecture <ul><li>Define a unique and clear label for each item in taxonomy (like the label used for a specific product category) </li></ul><ul><li>Make sure labeling is in correlation with SEO needs </li></ul><ul><li>Make sure there is no semantic overlap between labels </li></ul>
  20. 20. Functional Design / Wire-Frames <ul><li>Functional design ensures that client knows exactly what the scope of work is </li></ul><ul><li>Designers and software developers know exactly how and what they should execute </li></ul><ul><li>Identifies all features on a page and where each item should be placed </li></ul><ul><li>Prioritizes features - the most important features are prominently positioned on a page </li></ul><ul><li>Sketch all site pages from homepage and landing pages to specific pages </li></ul>
  21. 21. User Experience Guidelines <ul><li>UEX guideline should support creative designers and software programmers to create a user friendly application. </li></ul><ul><li>Set measurable usability goals for application (time, accuracy, overall success, user satisfaction) </li></ul><ul><li>Define how specific design elements behave. </li></ul><ul><li>Define non-standard user interface components </li></ul>
  22. 22. Deliverables: Wire-Frames and UEX Guidelines Synchronizing all requirements to develop a functional design for the Ecommerce site. The functional design gives shape to the mass of requirements, identifying specific aspects of interface, navigation and information design.  The outcome of this phase: a clear visual presentation of the Ecommerce site, acts as a way to communicate with the client, visual designers, content creators, and developers.
  23. 23. Beyond ERS Phase <ul><li>Client will review Ecommerce Requirements Specifications (ERS) and provide feedback </li></ul><ul><li>ECP will provide a price proposal for Ecommerce site Development Phase (EDP) </li></ul><ul><li>This will help client choose which components of the Ecommerce site will be included at launch </li></ul><ul><li>ECP will provide a timetable for the continuing progress of the project </li></ul>
  24. 24. Working With Us <ul><li>Our project management approach is in accordance with the best practices and standards established by the Project Management Institute . </li></ul><ul><li>The client and ECommerce Partners will each establish a single point of contact for their respective teams . </li></ul><ul><li>Project success depends on the close involvement of the client’s internal teams to provide input and to review and approve deliverables. </li></ul>