SlideShare a Scribd company logo
2014
ECOMMERCE
BEST PRACTICES
WHICH NEW FEATURES IN THE
ECOMMERCE MARKETPLACE
ACTUALLY WORK AND WILL
HELP YOUR BUSINESS GROW.
SHOPPING BRICK & MORTAR

VS.

SHOPPING ONLINE
AWARENESS
3 CONCEPTS TO
STRIVE FOR
USABILITY
3 CONCEPTS TO
STRIVE FOR
CLARITY
3 CONCEPTS TO
STRIVE FOR
AWARENESS
• Search Engine Optimization
• Email Marketing
• Social Media Engagement
AWARENESS: SEARCH ENGINE OPTIMIZATION
• Site-wide SEO
• On-page SEO
• Off-page SEO
AWARENESS: EMAIL MARKETING
• Weekly Newsletters
• Remarketing
AWARENESS: SOCIAL MEDIA
• Socially Engage in your visitor’s communities, don’t just advertise
• Offer discounts
• Purchase Advertisements
USABILITY
• Website Performance
• Responsive
• Intuitive
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?
USABILITY: RESPONSIVE
USABILITY: INTUITIVE
• Help customers find what they need
• Consistent & Clear navigation
• Easy & Effective Search Results
• Category/Search Page filtering
• Highlight calls to action
CLARITY
• Showcase Products
• Be Transparent
• Understand Your Site
CLARITY: SHOWCASE PRODUCTS
• Use Product Videos
• Have high quality product images
• Show product reviews
• Have detailed product descriptions & feature specifications
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
CLARITY: UNDERSTAND YOUR SITE
• 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
FEATURE LIST
GLOBAL ELEMENTS
• Mega menu or drop down navigation
• Search with auto complete
• Breadcrumbs
• Mini Basket
• Contact Information
• Live Chat
• Policy Links
HOME PAGE
• Don't use rotating banners
• Show various high level categories
• Show best selling products
• Show new products
• Show products that are on sale
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
CATEGORY & SEARCH
• Add Facetted Filters options
• Display Ratings
• Quick-view product details
• Product Comparisons
• Various sorting options
• Create a "New Products" category
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
MivaCon Philly -  Ecommerce Best Practices
MivaCon Philly -  Ecommerce Best Practices

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MivaCon Philly - Ecommerce Best Practices

  • 1.
  • 2.
  • 4. WHICH NEW FEATURES IN THE ECOMMERCE MARKETPLACE ACTUALLY WORK AND WILL HELP YOUR BUSINESS GROW.
  • 5. SHOPPING BRICK & MORTAR
 VS.
 SHOPPING ONLINE
  • 9. AWARENESS • Search Engine Optimization • Email Marketing • Social Media Engagement
  • 10. AWARENESS: SEARCH ENGINE OPTIMIZATION • Site-wide SEO • On-page SEO • Off-page SEO
  • 11. AWARENESS: EMAIL MARKETING • Weekly Newsletters • Remarketing
  • 12. AWARENESS: SOCIAL MEDIA • Socially Engage in your visitor’s communities, don’t just advertise • Offer discounts • Purchase Advertisements
  • 13. USABILITY • Website Performance • Responsive • Intuitive
  • 14. 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?
  • 16. USABILITY: INTUITIVE • Help customers find what they need • Consistent & Clear navigation • Easy & Effective Search Results • Category/Search Page filtering • Highlight calls to action
  • 17. CLARITY • Showcase Products • Be Transparent • Understand Your Site
  • 18. CLARITY: SHOWCASE PRODUCTS • Use Product Videos • Have high quality product images • Show product reviews • Have detailed product descriptions & feature specifications
  • 19. 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
  • 20. CLARITY: UNDERSTAND YOUR SITE • 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
  • 22. GLOBAL ELEMENTS • Mega menu or drop down navigation • Search with auto complete • Breadcrumbs • Mini Basket • Contact Information • Live Chat • Policy Links
  • 23. HOME PAGE • Don't use rotating banners • Show various high level categories • Show best selling products • Show new products • Show products that are on sale
  • 24. 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
  • 25. CATEGORY & SEARCH • Add Facetted Filters options • Display Ratings • Quick-view product details • Product Comparisons • Various sorting options • Create a "New Products" category
  • 26. 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