This month we'll explore the topic of Ecommerce for Associations. Join us for this webinar as we get an overview of how important Ecommerce for Associations is for your organization.

1. E-commerce for
Associations
Adam Higgins
MarTech Consultant

2. Agenda
 Where Does E-Commerce Fit in MarTech Stack
 Website Fundamentals
 E-Commerce Systems
 Tracking E-Commerce Transactions in Marketing
Automation Platforms

3. E-Commerce
Where does E-Commerce Fit in Marketing Technology Stack

4. E-commerce
 Buying and Selling of Your Products Via Your Website
 Integrated Systems Working Together
 Website > Shopping Cart System > AMS > Bank > General Ledger
 Automated Collection of Payment

5. Marketing Technology Stack

6. Marketing’s Role
Marketing’s Role is to
generate activity and leads to
generate a sale online.
1. Create Contextual Content
for the Audience
2. Attract the Right
Audience
3. Generate User Impulses to
React

7. Marketing Triangle
Creating specific content for
a specific audience to
generate a specific result.
RESULTS
CONTENT AUDIENCE

8. Marketing Triangle with Ecommerce
• E-commerce is the Result
• Purchase History
• Personalize Content
• Contextual Content
• Audience Segmentation
RESULTS
CONTENT AUDIENCE

9. Buyer’s Journey
Consider the Buyer’s Journey
with E-Commerce and
Converting a Lead to a
Customer
1. Lead Consume Content
2. Lead Lands on Product
Page
3. Adds Product to Cart
4. Purchases Product
5. Lead Converts to
Customer

10. The Buyer’s Journey is Not Linear
 There are Several Touchpoints Before the Buyer Purchases
 Marketing Automation Programs Tracks the Touchpoints
 Trigger Contextual Content Based on the Touchpoints
 Context Drives the Purchase

11. Buyer’s Journey
SEO
Imagine I do a search for fundraising
advice and tips. Fundraising advice and tips

12. Buyer’s Journey
Blog
I stumble upon a couple articles on
your website.
Great articles and get good insight.
Then, I went about my day to
meetings, responding to emails, and
work.

13. Buyer Journey
Re-Targeting Ads
At lunch, I go onto YouTube.
While watching a video, I see an ad for
“200 Ideas: Raising Revenue".
I click the ad, and view the product
detail.
Looks like its exactly what I need at
the moment. But I jump back to
YouTube to finish watching the video.

14. Buyer’s Journey
Email
An hour later, I get an email
"Fundraising Resources for You". In
the email, is a coupon for “200 Ideas:
Raising Revenue".
I click the link, and purchase the book.

15. Omni-Channel Marketing
 The Marketer Used Several Channels to Convert the Lead
 SEO
 Blogs
 Re-Targeting Ads
 Email
 Landing Page
 Shopping Cart

16. Life of the Lead
Capture all touchpoints throughout
the life of the lead that converts the
lead to a customer.

17. Get Past the Vanity Metrics
Vanity
• Open
• Clicks
• Page Views (Hits)
Insights
• Conversion Rate
• Campaign Revenue
• ROI

18. Website Basics
Let’s Establish the Fundamentals Web Design and Development

19. Front End Vs. Back End Development
Front End
• Design
• Look and Feel
• HTML + CSS + JavaScript
Back End
• Development
• Processing
• SQL + Coding Language

20. Front End Components
 HTML
 Structure
 CSS
 Aesthetics
 JavaScript
 Interactivity

21. HTML - Framing
Similar to building a house.
The HTML is the foundation
and studs to the house.
The HTML sets the layout of
the webpage
• Structure
• Fluid vs Fixed
• Single Column
• Two Column
• Sections
• Header
• Navigation
• Body
• Footer

22. CSS – The Design
Add your personal design to
the structure.
Most sites have a similar
structure, but CSS gives each
site its own personality.
• Aesthetics
• Colors
• Fonts
• Spacing

23. JavaScript - Interactivity
• JavaScript is an advanced web
programing language.
• Most powerful language out of
HTML and CSS
• JQuery is JavaScript's most
popular library.
• JQuery simplifies JavaScript for
developers
• Interactivity
• Hero Slides
• Modal Popup
• Dropdown
• Single Page Applications
• Web Tracking

24. Backend Development
 Most websites are Built on Content Management Systems
(CMS)
 CMS use SQL Databases to store content
 Coding Languages Help the Databases Communicate to
the HTML pages.
 PHP
 Cold Fusion
 ASP

25. Shopping Carts Systems
Let’s Build on the Web Basics, and Discuss How Shopping Cart Systems
Work.

26. Association Management Systems
Association Management
Systems that track member
activity and demographics.
Member Activity can include
product and membership
purchases
Popular Systems
• Aptify
• Abila NetForum
• iMIS
• Microsoft CRM
• Personify
• SalesForce

27. AMS Ecommerce Systems
AMS systems have
proprietary web facing
shopping carts to
automatically integrate to
the AMS.

28. Open Source Ecommerce Systems
Some Association use open
source CMS.
These CMS’ have add-on
shopping carts.
Then integrate the Shopping
Cart with the AMS.
• Wordpress WooCommerce
• Drupal Commerce

29. Enterprise Ecommerce Systems
There are also enterprise
systems that Associations
can integrates to CRM or
AMS.
• Shoptify
• Magento
• Big Ecommerce

30. Product Catalog
 Product catalog stores all your products
 Holds all data points to display product detail on web
pages
 In some cases, keeps track of inventory

31. Shopping Cart Journey
All Shopping Carts have
these four standard pages.
As a marketer, you want to
track the leads activity
across the four pages.
1. Product Page
2. Shopping Cart
3. Purchase Page
4. Confirmation

32. 1. Product Pages
The product landing page. Details all
the information related to the product.
• Cost
• Description
• Reviews
The pages has a clear call to action to
add the items

33. 2. Cart
The cart uses JavaScript to save items
in the cart in that web session.
The cart also totals the amount of the
total purchase.

34. 3. Purchase
The lead is now committed to
purchasing, and has to enter payment
information

35. 4. Confirmation
The site confirms payment received
from the payment processor.
The processor sends the funds to the
merchant account.
As a marketer, this page converts the
lead to a customer.

36. Tracking Customer
Purchases
How to Use the Purchase History for Marketing Automation

37. Transaction Saved in AMS or CRM
 The E-Commerce site saves the transaction inside the
AMS
 Gives Marketer Insight Data
 Hard to Make the Data Actionable and Usable When Only
in the AMS or CRM

38. Save Transactions in Marketing
Platform
 Integrate Purchase History Data Real Time in the Marketing
Automation Platform
 Use Tracking Scripts to Capture Activity
 Gives You Insight into Marketing Campaign Performance
 Makes Data Actionable
 Predictability
 Trigger Automation Campaigns
 Persona Development

39. How? JavaScript Conversion Codes
JavaScript is the technology framework that allows
marketers to retrieve web analytics and track conversions.
 Marketing automation platform use tracking scripts on
your websites.
 Tracking scripts send information to the marketing
automation platforms.

40. Anonymous Users and Cookies
 Anonymous users are web visitors that have never filled
out a form or clicked a link in an email.
 Marketing Automation platforms use cookies to identify
the contact viewing the webpage
 E-Commerce systems capture the email address on
purchase step in the shopping cart journey.
 The email address captured identifies the customer.

41. What is a cookie?
 Cookies stores information on your computer or phone by
a website you visit.
 Cookies are browser specific

42. Where it Stored?
 Browsers store the cookies in their sub folders.
 Cookies are small text files.
 Some browsers store in one long file.
 Some browsers store each cookie separately

43. What is in the Cookie?
 Cookie Name
 Website
 Value
 Duration

44. How Long do Cookies Last?
Session Cookie
• Temporary
• Only stores the cookie
while you visit the site.
• Cookie deletes once you
leave the website
Persistent Cookies
• Permanent
• Website specifies the
duration of time for the
browser to keep the cookie

45. Cookie Help Identify Users
 Marketing Automation Platform (MAP) stores identity
cookies on your computer
 The identity cookie is a unique key
 The key opens the door to your data stored in the MAP

46. MAP Web Activity Script Name
Marketo
• Munchkin
Act-On
• Beacon
Hubspot
• Tracking Code
HighRoad Marketing Cloud
Tracking Code

47. Where does the
Script go?
The scripts go in the bottom of page
before the ending </body> tag.

48. How does the
script work?
1. User visit web page
2. JavaScript runs
3. JavaScript Identify User
4. JavaScript Sends Web
Activity to MAP
JavaScript sends information to the
Marketing Automation Platform
(MAP) real-time.

49. Identify Anonymous Users
Form Submit
• Lead fills out form with
contact information
• MAP stores the cookie
• MAP associate cookie with
contact information
Web Visit via an Email
• Contact clicks link in email
• MAP stores cookie
• MAP associate the cookie
with the email address.

50. Track the Buyer Journey
1. Searched Google
2. Read Blog
3. Clicked Ad
4. Read Email
5. Click CTA in Email
6. Viewed Product Page
7. Added Product to Cart
8. Viewed Payment Form
9. Submitted Payment Form
10. Viewed Confirmation
Page
11. Lead Converted to
Customer

51. Context
Look for opportunities where
personalization is more than
“Hello <First Name>”:
• Purchased more than 2
products in the last 6
months?
• Registered as an early-bird
for the past 3 years?
• Upcoming membership
renewal?

52. Abandoned Shopping Cart
Capture Audiences in the
don’t make it to the
confirmation step.
Send reminder email with
context.

53. Capture Interest
Use Tracking Code to
Capture Overall Interest
Use Interest to deliver
Intelligent Contextual Email
(I.C.E)

54. Lead Scoring
Attribute E-commerce
Activity on a Weighted
Scoring System.
Find your Highly Engaged
and Least Engaged for
Predictive Analytics.

55. Attribute Revenue from Email
Going beyond the click, and
determine if the email
generated revenue.
• Email Campaign Generated
$1400.
• Email Types of Fundraising
Generated $20,000 over the
last Year

56. Questions