The document discusses why e-marketers should experience the customer buying process on their own website. It outlines the typical e-commerce buying process of searching, shopping around, and sealing the deal. It then examines each step of the checkout process, including order, billing, shipping, confirmation, and thank you email receipt pages. The document suggests marketers purchase products on their own site 2-3 times per year to take notes on what works well and what could be improved. Their findings can then be shared with stakeholders to help enhance the customer experience.

1. Why Marketers should also be Customers? Why e-marketers should experience the e-buying cycle. by Stephanie M. Cockerl

2. Agenda E-commerce buying process What happens on the website Identifying the components of the checkout process What one can learn from the process

3. E-commerce buying process Search Shop Around Seal the deal

4. Search

5. Search Results

6. What happens on the website Mix Tape Kings R&B (Rhythm and Blues) Landing Page

7. Search Results

8. What happens on the website Mix Tape Kings DJ Finesse Landing Page

9. What happens on the website Mix Tape Kings R&B (Rhythm and Blues) Landing Page

10. What happens on the website Product Detail Page Album Cover Listing of tracks Add to Cart button

11. The Checkout Process Why customers don’t complete the process? What can be learned from each step of the process? What can be done to make a completed transaction happen.

12. The Checkout Process Order Billing Shipping Confirmation Thank You E-mail receipt

13. http://www.paypal.com

14. The Checkout Process

15. The Checkout Process This is where potential buyers get stuck, entering their payment information.

16. The Checkout Process

17. The Checkout Process

18. The Checkout Process The Thank You Page The “goal” page. This page is a good opportunity to promote other areas like sales, newsletters, etc.

19. The Checkout Process The confirmation email – a vital piece of the checkout process.

20. What happens on the website

21. What happens on the website

22. The Checkout Process The order page

23. The Checkout Process The billing page

24. The Checkout Process The confirmation page

25. The Checkout Process Email confirmation

26. Tips to use Purchase something from your client’s website at least 2 – 3 times a year Keep good notes about what was good and/or could use some work Share the findings with stakeholders Use them to make improvements to the site Track the changes Measure the progress

27. Contact Info and Questions [email_address] http:// www.nextSTEPH.com 866-540-2049