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MivaCon Chicago - Ecommerce Best practices
The document outlines best practices for e-commerce to enhance business growth through awareness, usability, and clarity. Key strategies include optimizing search engines, utilizing email marketing, ensuring website responsiveness, and providing clear product information. Additionally, the document highlights features that improve user experience, such as effective navigation, quality product visuals, and responsive customer service options.
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MivaCon Chicago - Ecommerce Best practices
- 1. 2014 ECCOMERCE BEST PRACTICES DEVIN COX
- 2. WHICH FEATURES IN THE ECOMMERCE MARKETPLACE ACTUALLY WORK AND WILL HELP YOUR BUSINESS GROW?
- 3. SHOPPING BRICK &MORTAR VS. SHOPPING ONLINE
- 4. 3 CONCEPTS TOSTRIVE FOR AWARENESS USABILITY CLARITY
- 5. AWARENESS • SearchEngine Optimization • Email Marketing • Social Media Engagement
- 6. AWARENESS: SEARCH ENGINE OPTIMIZATION • Site-wide SEO • On-page SEO • Off-page SEO
- 7. AWARENESS: EMAIL MARKETING • Grow your email list • Remarketing
- 8. AWARENESS: SOCIAL MEDIA • Socially Engage in your visitor’s communities, don’t just advertise • Offer discounts • Purchase Advertisements
- 9. USABILITY • WebsitePerformance • Responsive • Intuitive
- 10. USABILITY: WEBSITE PERFORMANCE • Every second counts • Majority of online shoppers will abandon a page after waiting 3 seconds for it to load. • Mobile users expect speed to be equal to a desktop experience • Page Speed Analysis Tools • How to lose weight in the browser • Does your site follow webmaster guidelines?
- 11.
- 14. USABILITY: INTUITIVE •Help customers find what they need • Consistent & Clear navigation • Easy & Effective Search Results • Category/Search Page filtering • Highlight calls to action
- 15. CLARITY • ShowcaseProducts • Be Transparent • Understand Your Site
- 16. CLARITY: SHOWCASE PRODUCTS • Use Product Videos • Have high quality product images • Show product reviews • Have detailed product descriptions & feature specifications
- 17. CLARITY: BE TRANSPARENT • Reveal as much information as you can • Show inventory levels • Display Trust Badges • Clearly display shipping & return policies • Offer Free Domestic Shipping (If possible) • Notify them of any warranties or guarantees
- 18. CLARITY: UNDERSTAND YOURSITE • Consistently Check: • Who is using your site • How they are interacting with it • What is being purchased • Track Changes • A/B Test significant changes • Multivariate detailed changes
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- 20. GLOBAL ELEMENTS •Concise hierarchical navigation • Obvious Search • Navigational Breadcrumbs • Mini Basket • Easily Accessible Contact Information • Live Chat or other way to easily interact • Policy Links
- 21. HOMEPAGE • Don'tuse rotating banners • Show various high level categories • Show best selling products • Show new products • Show products that are on sale
- 22. PRODUCT PAGE •Multiple Large Product Images • Show Product Videos • Have A Clear Add To Cart Call To Action • Display Customer Product Reviews • Related Products • Show Products That Other Customers Also Bought • Display Recently Viewed Products • AJAX Add To Cart • Answer FAQs
- 23. CATEGORY & SEARCH • Add Faceted Filters options • Display Ratings • Quick-view product details • Product Comparisons • Various sorting options • Create a "New Products" category
- 24. BASKET & CHECKOUT • Shipping Estimator • Wish lists • Coupons • Gift Certificates • Various Payment Methods (PayPal, Amazon, etc.) • Once order is purchased, suggest a follow up action: • Share order in social network • Offer discount code to come back again • Show products related to their order
- 26. DEVIN COX DOWNLOADTHIS PRESENTATION AT: WWW.SLIDESHARE.NET/MIVAMERCHANT
Editor's Notes
- #3 Look at the fundamental features based on today's trends.
- #4 Shopping Brick & Mortar Easy to find the product you are looking for ( Employees, signs ) Physically touch and see products Shopping Online Is your website easy to find the product clients are looking for? Do you have an easy to use navigation structure? Accurate search capabilities? Live chat or customer support options? Are your products presented in an appealing manner? Are your product images of high quality? Descriptive product descriptions? Customer reviews to build confidence in the product?
- #5 3 concepts that directly relate to today's ecommerce world: Awareness: Making customers aware of your Company/Store/Brand Usability: How user friendly is your website. Is Clarity: Full detail of your product, clear about the terms of the sale
- #6 How do you raise awareness for your business?
- #7 Site-wide SEO Global elements ( elements on every page: navigation bar, category tree, ) URL Structure Sitemaps On-page SEO Keywords (in content keywords) Content Images (alt text to be indexed) Authorship information (Mainly important for blog pages, How to Articles, actual unique content written by store owner. NOT for actual ecommerce pages: PROD, CTGY, SFNT) Social Snippets (preview of a page that you would share on social media. Instead of a simple link, users get additional information about the content behind the link.) Local listing (create local business page for all three major search engines, claim ownership of you business with Yelp ) Schema.org ( Microdata to better understand web content ) Off-site SEO Inbound links (links from other websites that direct to your website) Authority Diversity (use creative and different text in your links, if multiple links to same page in content) Bad links
- #8 Subscribers Add signups to your site ( signup box appears on first time page load, global signups, option at checkout) Explain the value in them signing up. Reward them for singing up (coupon codes, exclusive email offers) Work on gathering your email list, rather than sending regular emails. Send out emails once you have good content or promotional sale, not just because you have to. In your emails: Point To One Primary Call-to-action Include many links to improve click through rate Offer discounts Remarketing Targeting recent purchasers and cart abandoners through ads or emails Remarketing Best Practices Target customers who have recently purchased similar items when a related product becomes available Target consumers who added products to the shopping cart, but left the site before purchasing Remarketing Services Google: https://www.google.com/ads/innovations/remarketing.html Listrak.com MyBuys.com
- #9 Social Media Engagement What online community best fits your products or visitors? -Pinterest is one of the best Don’t just stay in sell mode, figure out who’s talking about your brand (and your competitors) and open a dialogue. It’s about having a relationship with your customers. Offer discounts (Is a small loss of profit from the discount worth gaining potential new visitors to your site?) Advertise on facebook, twitter and pinterest is a pretty cheap way of advertising. Try it for a few months and see if it increases traffic or sales that month.
- #10 What is Usability? process of making a website easy for customers to use. How can we make customers have a good user experience with your store?
- #11 Slower page response time results in: Page and Cart abandonment = Lower conversion rates A 1 sec. delay can result in: 3.5% decrease in conversion rate, 2% drop in cart size. 10% fewer page views, 8% increase in bounce rate Every Second Counts A 1 sec. delay can result in: 3.5% decrease in conversion rate, 2% drop in cart size. 10% fewer page views, 8% increase in bounce rate Mobile Users demand speed, expect a web browser experience equal to their desktop/laptop How do you decrease page load time? Reduce the number of external javascript and css files Site hierarchy. Javascript at the bottom of the page. Optimize images (size, format and the src) Compress images for smaller file size. Remove unneeded white space if any Remove inline CSS to your external CSS files Google PageSpeed Insights – Free tool telling page speed issues for mobile and desktop
- #12 While there are mobile only sites, benefits of responsive are: 1 store to manage Google like responsive (same URL, no redirects) Responsive Your website should adapt to various screen sizes Not only is responsive a good user experience, but based on Miva customers who updated to responsive, conversion rate have drastically improved from customers who no mobile optimized site. Future of the web? Plan for the future.
- #15 Make it easy for people to navigate and browse Modern, streamlined layout Helpful navigation tools (category filtering / faceted navigation) Prominent Call To Action buttons ( “Add to Basket”/ “Checkout”)
- #16 Clarity This sections is about ensuring that customers understand your products & the purchase agreement, and it’s about making sure store owners understand their site.
- #17 Give people a rich experience of the product their looking to purchase. They do not have an in store experience, so make it easy to understand your products. Give them a multi dimensional product experience Product Videos: Get shared more Build trust
- #18 Stock Levels People pay more for things that are about to disappear (http://blogs.hbr.org/2007/08/how-to-profit-from-scarcity-1/) Shipping 44% of people complained that the did not complete their transaction because shipping was too high Describe Terms Shipping Free Shipping! Returns Warranty/Guarantees
- #19 Monitor Traffic Track Sales & Conversion Rates View segments by various demographics View Customer Checkout Flow Track Searches Test new features