Ecommerce 101
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Mike Carson gives a presentation on ecommerce 101. He defines ecommerce as the exchange of data to facilitate business transactions and payment online. The presentation covers the dos and don'ts of ecommerce design, legal obligations, cart selection, customer experience, new trends, and common mistakes to avoid such as poor images and complex checkout processes. Measurement of website traffic and conversion rates is emphasized as important for managing an online store.
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Ecommerce 101
- 1. ECOMMERCE 101 WHAT YOU NEED TO KNOW IN 2015 Presenter: Mike Carson
- 2. INTRODUCTION Mike Carson Joomla user since the Mambo days (10+ years) Served on OSM for 2.5 years Speaker/Presenter at Open Source Conferences Owner of JoomlaShowroom.com
- 3. DEFINITION What is Ecommerce? It is the exchange of data to facilitate the financing and payment aspects of the business transactions. Who is involved in Ecommerce?
- 4. ABOUT YOU Who Builds Ecommerce Sites? Who Owns/Manages Their Own Stores? Who Manages Their Employer’s Store?
- 5. WHAT WE WILL TALK ABOUT Ecommerce Do’s and Don’ts Elements of Ecommerce Design Legal Obligations Cart Selection Process The Customer Experience The Forgettables New Ecommerce Trends
- 6. WHAT WE WILL NOT TALK ABOUT Every Joomla Shopping Cart Ever Made What Solution You Should Use Shopping Cart Demos Shopping Cart Comparisons Why aren’t we going to cover these things? Isn’t that why we’re here?
- 7. COMMON MISTAKES Poor Image Quality No Product Reviews Poor Product Descriptions Complex Checkout Process Confusing Site Navigation/Usability Missing/Incomplete Search Capabilities No Measurement
- 8. CREATING SEDUCTION In social science, seduction is the process of deliberately enticing a person to engage. Lure them in with persuasion, emotion, and trust.
- 9. MEASUREMENT If you can’t measure it YOU CAN’T MANAGE IT!!! Know your customers Where are your visitors coming from? Who are your visitors? Are you in a position to track demographics? Conversion Rates? Abandonment tracking?
- 10. CART ABANDONMENT STATISTICS The average abandonment rates are around 45%. High shipping charges: 46% Wanted to comparison shop: 37% Lack of money: 36% Wanted to look for a coupon: 27% Wanted to shop offline: 26% Couldn’t find preferred pay option: 24% Item unavailable at checkout: 23% Couldn’t find customer support: 22% Security concerns: 21% Reference: Paypal and comScore 8th Annual merchant survey
- 11. CART DESIGN Do You Create Prototypes and mockups?
- 12. DESIGN TIPS Keep a link to the cart in the header
- 13. DESIGN TIPS Give your cart real-estate
- 14. DESIGN TIPS Calls To Action Everywhere
- 15. DESIGN TIPS How many steps are in your checkout process? Include a progress indicator on each checkout page
- 16. ELEMENTS OF A GREAT CART 1. PRODUCT IMAGE 2. PRODUCT DESCRIPTION 3. LINKBACKS 4. CHECKOUT BUTTON ENSURES SECURITY 5. ACCEPTED PAYMENT METHODS 6. UPSELL SUGGESTIONS 7. LAST MINUTE COUPON OFFERINGS 1 2 3 4 5 6 7
- 17. ADDITIONAL SUGGESTIONS Show them you're a real entity. Credibility is key! Show shipping prices early Show errors proudly! Make it your fault.
- 18. DESIGN TIPS Payment gateway screens
- 19. LEGAL OBLIGATIONS Terms Of Use Privacy Policy Taxation Obligations Refund Policy PCI Compliance
- 20. PCI COMPLIANCE What is PCI compliance? Where can I get more information? pcisecuritystandards.org States laws supersede PCI compliance. If you suffer a breach and credit card numbers are stolen you risk criminal prosecution. The laws vary from state to state and are constantly in flux as lawmakers are only just beginning to realize how serious of a matter this is. So what can I do?
- 21. PAYMENT GATEWAYS
- 22. FORGETTABLES Affiliate Programs Social Sharing The Thank You Page – Upsell opportunity? The Order Confirmation Email – Upsell opportunity? Automated Mailing Lists – Upsell opportunity? Follow Up Emails – Upsell opportunity? Abandoned Cart emails – Upsell opportunity? Live Chat Outstanding Customer Service Coupon Management
- 23. ECOMMERCE TRENDS Mobile Friendly Experience Social Media Selling Combining Content + Commerce Video Seduction In App Push Shopping Keep an eye on Apple Pay
- 24. Q&A Mike Carson Integrated Technology and Design Inc. ITDwebdesign.com JoomlaShowroom.com info@itdwebdesign.com 1-888-760-0878
Editor's Notes
- Show which cards are accepted Show help links
- If you do store credit card numbers you must follow PCI guidelines. These guidelines are set by the payment card industry and define what you can and cannot do. It also defines how credit card information must be stored. You will need to encrypt the credit card numbers and you should, but are not required to, encrypt related information (expiration date, etc). You will also be required for ensuring that your web server and network are secure. Failing to meet PCI compliance will result in losing your merchant account and being banned from having a true merchant account forever. That would limit you to using third party processors which are less flexible. Keep in mind that PCI guidelines are a good start but hardly a "how to" when it comes to online security. Your goal would be to exceed the recommendation (by a lot).
- Offering Paypal as an option could increase sales by 30%