Product Management Event Held at the Product Conference in Silicon Valley. 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. Brendan Foley, Head of Product at Atlassian, talked about the major trends driving e-commerce today across B2C and B2B and the key areas on which Product Managers must focus across the e-commerce funnel: attracting site traffic through SEO, enabling search / browse and rapid product discovery, and ultimately, the purchasing of products and repeat visits.

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

2. What Is an E-Commerce Product?
The End-to-End Customer Experience
Desktop
Mobile
Traffic
(SEO)
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

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

4. Differences: B2C vs. B2B E-Commerce
B2C B2B
Buyer Individual Individual, team, company
Steps Research, Buy Research, Try/Buy
Complexity Simple:
“Here’s the options,
here’s the price”
Complex:
Negotiated discounts,
partial orders, etc.
Device Mobile / Desktop Mainly Desktop
Maturity Advanced Relatively early
2017 Mrkt* $2.3 trillion (sales) $7.7 trillion (GMV)
* Source: Statistica

5. A Walk Through The Experience

6. Home Page - Not Logged In Top of Funnel

7. Home Page - Logged In
Top of Funnel

8. Search
Top of Funnel

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

10. Product Pages
Top of Funnel

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

12. Cart / Checkout Bottom of Funnel

13. 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

14. Mobile
11% shop online via mobile weekly. 35% say it will be their main way to purchase*
However -- we have a conversion challenge in the U.S.
* Source: Shopify Partners, comScore

15. Mobile - General Principles
● Mobile design first
● Responsive web design
● Importance of search -
including image
● Simplified - help users get
what they want quickly
● Cross-device carts:
Mobile / desktop
● Incenting app downloads
vs. mWeb
● Location-aware
○ Geofencing
○ In store navigation
○ Push notifications

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

17. 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

18. 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

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