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Website Must-Haves and the E-Commerce Reality

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Your website is your #1 salesperson. So why would you not provide it all the tools for success? We’ll look and consumers expectations and the type of must have content/functionality to secure that customer. We’ll also take a look at the reality of ecommerce. It’s not just about online transactions. It’s about how consumers shop today, make decisions and purchase. We’ll look at realistic expectations and the realities of how consumers are shopping and buying online and how you can steer your online presence so that it generates sales.

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Website Must-Haves and the E-Commerce Reality

  1. 1. Website Must-Haves and the E- Commerce Reality Shane O’Neill - VP, Fruchtman Marketing
  2. 2. The Millennial Movement? ● Millennials (23-38) have surpassed Baby Boomers as the nation's largest living generation ● Despite their reputation as primarily online and mobile shoppers, millennials often research products online but prefer to shop in store. ● According to a recent study, nearly half (48%) of millennials said they shop in-store a least once per week compared to 41% of Gen X and 43% of boomers. Website Must-Haves and the E-Commerce Reality
  3. 3. The Millennial Movement? Millennials dominate the ecommerce conversation because of their numbers, but as a group they tell a different story. Website Must-Haves and the E-Commerce Reality
  4. 4. So, You Want to Sell Online Let’s start by defining what an ecommerce transaction is. 1) Actual sales from the website 2) In store sales Actual ecommerce sales from the website have very low conversion rate. In addition, most independent jewelers market locally, which further hinders sales due to convenience of in-store visits. Website Must-Haves and the E-Commerce Reality
  5. 5. Website Must-Haves and the E-Commerce Reality
  6. 6. Website Must-Haves and the E-Commerce Reality
  7. 7. Website Must-Haves and the E-Commerce Reality
  8. 8. It’s All About the Experience In a recent web shopping experience survey 36% indicated that they would outright abandon a purchase based on a bad experience and 30% would never return to that website again. More concerning, 33% would immediately go to a competitor. Better Website, Better Business. Website Must-Haves and the E-Commerce Reality
  9. 9. It’s All About the Experience In reality your website is your second store and the experience you provide serves as a virtual sales associate. Must Haves: Current Tech Product Galleries and Details/Descriptions Opt-ins and Communication Shopping Cart & Payment Reviews Website Must-Haves and the E-Commerce Reality
  10. 10. Current Tech ● Mobile Responsive ● SSL Secured ● Wishlists ● Social Sharing Website Must-Haves and the E-Commerce Reality
  11. 11. Product Galleries Details/Descriptions Website Must-Haves and the E-Commerce Reality
  12. 12. Website Must-Haves and the E-Commerce Reality
  13. 13. Opt-ins and Communication Just like a salesperson in your store, make it easy for customers to communicate with you. Multi-Touchpoint Contact Points Email sign-up, contact form, set appointment form, phone, email, etc Live Chat FAQ’s Website Must-Haves and the E-Commerce Reality
  14. 14. Choosing your platform is an important component to online success. ● Ease of use, depending on the level of internal staff evolvement and capabilities. ● Is it affordable? There are many options available for selling online. Look at what is needed vs. extra features and make sure the cost will fit into your yearly marketing budget. ● Scalability; can it grow with you? ● How will it look and does it function easily for the user? Website Must-Haves and the E-Commerce Reality
  15. 15. Managing Products Part of a great website experience is having products and pricing online. However, a key factor to successful ecommerce is to make sure you manage your products. There is nothing worse than a customer being notified that the product is no longer available. Weekly audits of inventory, streaming or connecting to your POS system will make sure products are available if someone wants to purchase. Website Must-Haves and the E-Commerce Reality
  16. 16. Options for processing orders and best practices There are many options for payment processing and PayPal should probably be part of consumer options you provide. They are trusted, insured and many people feel comfortable with making purchases on most websites via PayPal. Website Must-Haves and the E-Commerce Reality
  17. 17. Website Must-Haves and the E-Commerce Reality Shopping Cart & TAXES Origin vs. Destination Taxes: Origin- sourced sales are taxed where the seller is located, while destination-sourced sales are taxed at the location where the buyer takes possession of the item sold. If you live in a destination tax state, and most do, collecting taxes can be daunting. Look for services, such as TaxJar to automatically determine and process proper tax.
  18. 18. Website Must-Haves and the E-Commerce Reality Google Reviews Google doesn’t provide details as to how its algorithm operates. However, reviews can play a significant role in how websites rank within the SERPs, particularly with local search. Podium - Great platform to increase reviews in-store with web integration. Specifically Google reviews the also help with SEO.
  19. 19. Thank You for Attending!

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