E-commerce is not just for retailers anymore. While business-to-consumer, B2C, e-commerce gets most of the attention, growing at 10%+ per year, business-to-business, B2B, e-commerce isn’t far behind at 7%+ growth per year. Across both, Product Managers play a critical role in defining the next generation of e-commerce experiences for consumers and businesses to increase sales/conversion, build loyal customers, and support brand positioning.

1. How Do E-commerce Products Succeed by
Atlassian Head of Product
www.productschool.com

2. FREE INVITE
Join 20,000+ Product Managers on
productschool.com/slack-community

3. Product
Management
2-month part-time
Courses

4. Coding
for Managers
2-month part-time
Courses

5. Data Analytics
for Managers
2-month part-time
Courses

6. Include @productschool and #prodmgmt at the
end of your tweet
Tweet to get a free ticket
for our next Event!

7. Brendan Foley

8. How Do E-Commerce Products
Succeed?
Brendan Foley

9. What Is an E-Commerce Product?
The End-to-End Customer Experience
Desktop
Mobile
Traffic Home
Page
Search /
Browse
Category
Pages
Product
Pages
Cart /
Checkout
Post-
Purchase
Across the Experience
Emerging
Personalization Location-Awareness
Mini-Cart
Top of Funnel
Bottom of Funnel
Across the Experience
Easy and Fast
through Funnel
Maximize
Average Order
Value
Encourage
Repeat Visits /
Loyalty

10. Differences: B2C vs. B2B E-Commerce
B2C B2B
Buyer Individual Individual with workflow /
approvals
Steps Research, Buy Research, Try, Buy
(e.g. Software)
Complexity Simple:
“Here’s the options,
here’s the price”
Complex:
Negotiated discounts,
partial orders, etc.
Maturity Advanced Early

11. A Walk Through The Experience
Top of Funnel
● Site Traffic
● Home Page
● Search / Browse
● Category Pages
● Product Page
Bottom of Funnel
● Mini-Cart
● Cart / Check-Out
● Post-Purchase
Across the Funnel
● Personalization

12. Site Traffic
Top of Funnel
Search Engine Optimization (SEO)
Site Content - Authority
On-page Optimization, e.g.
● Keyword density
● Keywords related to keywords
● Integration into HTML
● Site crawlability
● Canonical links
● And much more . . .
Off-page Optimization, e.g.
● Links from authority sites
● Content marketing
● Social marketing
● And more . . .

13. Site Traffic
Search Engine Optimization (SEO)
Direct to Site
Search Engine Marketing (SEM)
Display Advertising
Social
Site Content - Authority
Brand / PR
Keyword bidding
Retargeting
Display
% Commission
Earned
Paid
(ROAS)
Top of Funnel

14. Home Page - Not Logged In Top of Funnel

15. Home Page - Logged In
Top of Funnel

16. Search
Top of Funnel

17. Search
Top of Funnel

18. Browse - Site Taxonomy
Top
Selling
Keyword
Searches
UX
Research
(Card
Sort)
Top of Funnel

19. Category Pages
Complex Purchase Less Complex Purchase
Top of Funnel

20. Product Pages
Complex Purchase
Top of Funnel

21. Product Pages
Less Complex Purchase
Top of Funnel

22. Mini-Cart
“Other Items For Your Consideration”
Bottom of Funnel

23. Cart / Checkout Bottom of Funnel

24. Post Purchase Bottom of Funnel

25. Personalization
Across the Funnel
Signals Places Results
Implicit
● Clickstream
● Time on page
● Browse / order
history (logged in)
Explicit
● Questionnaire
● Profile preferences
Home page: Hero ads
Search: Autofill
Browse: Filters
Cross-Funnel:
● Content
● Offers
● Product Rec’s
Higher:
● Clickthroughs
● Conversion
● Revenue per visit

26. Mobile
11% shop online via mobile weekly. 35% say it will be their main way to purchase*
* Source: Shopify Partners

27. Mobile - General Principles
● Mobile design first
● Responsive web design
● Importance of search -
including image
● Simplified
● Clear calls-to-action
● Cross-device cart
● Incenting app downloads
vs. mWeb
And . . .

28. Mobile - Location Aware
● Geofencing / WiFi / store beacons
● Push notifications
● In-store navigation
● Personalized

29. Major Trends: E-Commerce
Mobile
Omni-Channel
Social Shopping
Voice Search
One-Click Purchasing
(and Subscription)
Consumerization of B2B

30. Keys to Success: Product Mgmt
● Who is your target
customer?
● What is your value
proposition?
● How does the entire
experience support the
value proposition?

31. Keys to Success: Research
● Use your e-commerce and
your competitors’ experience
● Review industry trends
● UX research frequently:
Habits & practices, concept
and experience testing
● A/B test frequently:
Control vs. Experiment

32. Keys to Success: Data / Metrics
Conversion
Top of Funnel =
Product Page Visits / Total Visits
Middle of Funnel =
Carts / Product Page Visits
Bottom of Funnel =
Conversions / Carts
Overall = Conversions / Total Visits
Other Data / Metrics
Heat Maps (e.g. Clicktale)
Top Search / Browse Paths
Page Load Times
Logged-in vs. Not Logged-in
Average Selling Price x
Units Per Transaction =
Average Order Value

33. Q&A

34. Part-time Product Management Courses in
San Francisco, Silicon Valley, Los Angeles,
New York, Austin, Boston, Seattle, Chicago,
Denver, London, Toronto
www.productschool.com