1. Enlighten your software
eCommerce Platforms
Edwin Cruz
@softr8
https://mx.linkedin.com/in/edwincruz

2. @softr8
Hola!
Edwin Cruz
VP of Engineering
Crowd Interactive

3. @softr8
Driving eCommerce
Innovation

4. @softr8
Motivation
• eCommerce is growing exponentially
• Small business can reach a lot of new users
• Sell straight to final users
• Share knowledge
• Do not repeat my mistakes

5. @softr8
Some topics to cover
• Frontend
• Tracking
• Backend
• Business Metrics

6. @softr8
Frontend
• Homepage
• Category View
• PDP
• Checkout
• Static Pages

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Homepage

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Global banner

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Global banner
• Free shipping
• Promotions
• Phone Numbers
• <a href=“tel:011239999999”>123 999 9999</a>
• Shipping coverage

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Vertical Category Menu

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Horizontal Category Menu
• Main Navigation
• All categories with their children
• Easy to navigate
• http://schema.org/SiteNavigationElement

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Log/Sign in

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Shopping Cart

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Search

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Search
• Fulltext search
• Facets
• Sorting
• AutoComplete

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Hero Image

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Hero Image
• Prominently placed on a webpage
• First visual a visitor encounters
• Present an overview of the most important content
• Usually with slider effects
• GEO located
• Managed via CMS

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Promoted Products

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Promoted Products
• New Arrivals
• Best Selling Products
• Featured Products
• Featured Categories

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Newsletter

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Static Pages Links

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Trustability resources

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Social Networks

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Social Networks Activity

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Personalization

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Personalization
• Cache layout
• Load personal information asynchronously
• Helps to load ‘faster’ the page

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Mobile Version

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Category View

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Breadcrumbs

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Breadcrumbs
• Make easier to navigate
• Indicate page’s position in the site hierarchy

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Left Nav

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Left Nav
• Make your website easy to navigate
• Extra filters
• Price
• Shipping service
• Reviews

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Hero Image

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Product Tiles

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Product Tiles

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Sorting & Pagination

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Pro Tip
Use lazy loading with your
images

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Pro Tip
Take care of your old
products too!

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PDP

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Breadcrumbs

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Breadcrumbs

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Social Media

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Social Media
• Facebook Content Sharing
• Twitter Cards
• Campaign Tracking

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Twitter Cards

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Campaign Tracking
https://www.crowdint.com/services?
utm_source=Twitter&utm_medium=Tweet&utm_term=SGCE&u
tm_campaign=free-quote

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Call to Action

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Call to Action

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Wishlist/Like it

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High Res Images

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Rich Snippets

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Rich Snippets

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Content from real Users

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PDP - Pro Tips
• No Tabs, tabs are not SEO friendly
• Notify me on restock
• Returns & Exchange policies
• Measurements
• Create descriptions thinking in SEO not users

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Checkout

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Speed
• Ideally, reserve infrastructure resources only for
checkout
• Expire caches in background
• Send emails in background
• … try to send everything possible to background

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Avoid Forcing Registration

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Security Reassurance
• Site with HTTPS
• EV Certificate preferred
• Trustability icons, like Verisign

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Easy Form Filling

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Easy Form Filling

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Progress Indicator

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Remove Distractions

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eCommerce Tracking

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eCommerce Tracking

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eCommerce Tracking

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eCommerce Tracking

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Goals

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Tracking Behavior

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Tracking Behavior

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A/B Testing

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A/B Testing

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A/B Testing

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A/B Testing

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sitemap.xml

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robots.txt

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Backend
• Bulk update (Product Categorization)
• Orders/Users Advanced Filters
• Export to CSV
• Promotions
• Returns
• Inventory Management

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AARRR Business Metrics
• Acquisition
• Activation
• Retention
• Referral
• Revenue

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AARRR

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Daily Email to Business
• New Users
• Recurring Users
• Social Activity - Sharing
• A/B Testing results
• Referral
• New Sales, average cost

81. @softr8
Thanks!

82. Enlighten your software
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