eCommerce Primer - Part 1
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Joseph at SwiftOtter.com shares the basics of eCommerce. We go through what is a product, what is a category, your audience, the customer journey. This is part one of more, stay tuned!
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eCommerce Primer - Part 1
- 1. eCommerce Primer Part 1: the basics
- 2. About Me • Passionate about helping others with eCommerce • Developer for 18 years • President at SwiftOtter Solutions
- 6. “Brick and Mortar” • A physical store location (one built with “brick and mortar”) • Contrasted to ecommerce / online presence, which can be operated anywhere. • Walmart • Walgreens • Cracker Barrel • Home Depot
- 7. Basic Concepts • Likely, the hardest thing about eCommerce is learning your customers. • eCommerce overhead can / should be as much as brick and mortar. • Security should be a top consideration.
- 8. “Customer Journey” • The steps the customer takes when purchasing something from you. • Begins when they arrive on your site and completes when they finish purchasing. • https://hbr.org/2010/11/using-customer-journey-maps-to
- 9. Customer finds your store. Customer purchases something. Customer finds a product matching their need. You send them their purchases. Customer receives shipment. Customer tells others. Customer Journey
- 10. “Strategy” • A plan of action or policy designed to achieve a major or overall aim. • Could be a business strategy, a website launch strategy, a marketing strategy.
- 11. “Audience” • Who you intend to sell to. • Can you state their demographics? Gender, age, income, preferences, life status? • https://www.forbes.com/sites/jaysondemers/2014/09/03/why-knowing-your- audience-is-the-key-to-success/#55a3673f3fb7
- 12. Understanding Your Audience • Talk to them. • Ask them questions. • Don’t assume you know. • UserTesting.com • FullStory.com
- 13. Customer finds your store. Customer purchases something. Customer finds a product matching their need. You send them their purchases. Customer receives shipment. Customer tells others. Customer Journey
- 14. “Self-Hosted” • You are responsible for providing the server to run software. • Examples: • Magento • WooCommerce • Craft Commerce
- 15. “SaaS” • Software as a Service • A website that grants you access to the services that it for a monthly or yearly amount. You don’t have to manage a server. • Examples: • Shopify • BigCommerce • FullStory
- 17. Magento Commerce • Community Edition is free • Enterprise brings Magento support and huge feature set. • Likely needs customization • You need to rent a server ($50+/mo) • Very powerful: powers merchants running many millions of revenue. • To get a custom look, you will likely have to hire an agency.
- 18. WooCommerce • Free • Used with WordPress • You need to rent a server ($20+/mo). This is an attachment to WordPress, so you likely already have a solution. • Limited to a more basic store solution.
- 19. CraftCommerce • $999 • Used with Craft CMS • Basic but powerful commerce system.
- 20. Shopify • $29/mo, $79/mo, $299/mo + • Just have to sign up for an account • No server or hosting required • Customization is limited • To get a custom look, you will have to hire an agency.
- 21. Big Commerce • $29/mo, $79/mo, $249/mo + • Main competitor to Shopfiy • Has more features • Design isn’t as good • http://www.websitebuilderexpert.com/ bigcommerce-vs-shopify-comparison-chart/
- 22. FullStory • Free plan / $199 plan • Not a commerce platform. • Allows you to observe customer activity on your website. • Gives you insight into what problems they run into.
- 23. “Frontend” The side of the store that your customers see.
- 25. “Backend” The area of your store that they don’t see: the admin panel.
- 27. Catalog Concepts Products, Categories, Layered Navigation, Stores, Options, Attributes
- 28. “Product” • A physical or digital good (or group of goods).
- 30. “Option” • Choices that the customer is given about the product. • Color / size / case quantity / engraving text
- 32. “Attribute” • Information about a product. • Usually specified in a standard format. • Height / weight / length / color
- 35. “Simple Product” • A listing of one or more products. • Usually grouped by topic (for example: over-ear headphones)
- 37. “Configurable Product” • Helps your customer determine which simple product they want. • T-Shirt example: Size (Small, Medium, Large), Color (Red, Blue) • Often uses attributes to determine what is selectable.
- 40. “Kit Product” • Multiple products grouped together. • Customer might just see “one” product. • Backend has multiple products, combined into one. • Inventory lowers quantity for each included item individually.
- 42. “Category” • A listing of one or more products. • Usually grouped by topic (for example: over-ear headphones)
- 44. “Layered Navigation” • The capability for a customer to reduce the number of visible products through filters, such as attributes and price. • Uses attributes specified on the product to create the list.
- 46. “Shopping Cart” • The page that shows what the user has added into their cart. • Can remove products and edit their quantity.
- 48. “Checkout” • The page that requires input for address, shipping method and payment information.
- 50. Order Process Order >> Invoice >> Shipment
- 51. Order Placed • The record of what the customer has purchased. • Address, payment information, special instructions. Invoiced • “Captures” the payment from the customer’s credit card. Shipped • The process of packaging goods for shipment to the customer
- 53. “Use Case” • The steps to take to achieve the intended purpose. • “What would be a good use case?”
- 54. “Omni-channel” • Omni: all; of all things.
- 55. “Omni-channel” • Channels: • Brick and mortar • Website • Phone • Smartphone app • Social shopping
- 56. eCommerce Primer - Part 1