2013 11 e commerce - excelling in the online marketplace by sharon dawson
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Transcript of 2013 11 e commerce - excelling in the online marketplace by sharon dawson
TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
eCommerce Websites:Excelling in the Online
Marketplace
by Sharon A. Dawson
Project Manager at TheeDesign Studio
919-341-8901
TheeDesign.com | @TheeDesign | facebook.com/TheeDesign
• “Activities that relate to the buying and selling of goods and services over the Internet” – Merriam-Webster
• B2C – Business to Consumer (retail)
• B2B – Business to Business (wholesale, business services)
• 3PL – Third Party Logistics (your company receives order, another company ships orders for you)
What is eCommerce?
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“By 2022, brick and mortar retail spaces
will be little more than showrooms”
– Eddie Machaalani & Mitchell Harper, Co-CEOs of Bigcommerce
eCommerce
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The Customer is Always…
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Cheap!• Shipping Costs
• Promotion Codes
• Stacking promotions
The Customer is Always
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A Picture is Worth…
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A Picture is WorthNothing if it’s Wrong
• Picture matches description and title
• Correct flavor/color
• Size
• Special packaging
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What Customers Saw
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What Customers Got
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The eCommerce Golden Rule Is…
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The eCommerce Golden Rule Is
Do Unto Others As Amazon Has Done Unto Others
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2012 Black Friday sales:
• $11.2 billion
• 1.8% decrease over 2011
What do you think
Cyber Monday’s sales were?
Black Friday 2012 Source: http://business.time.com article from 11/26/2012
Cyber Monday is the new Black Friday
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Cyber Monday is the new Black Friday
2012 Cyber Monday 2012 Black Friday
• $1.465 billion $11.2 billion
• 30% increase over 2011 1.8% decrease over 2011
“increased foot traffic and lower Black Friday sales, it seems as if many shoppers were at the stores just to showroom — scoping out merchandise in person before ultimately purchasing the goods online on Cyber Monday”
Cyber Monday 2012 Source: http://www.business2community.com article 10/28/2013
Quote: http://business.time.com article from 11/26/2012
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http://tinroofteas.com/blackteas
versus
http://www.teavana.com/the-teas/black-teas
• Categories at top of page
• If sub categories, jump from top of page
• Appealing Images to represent category
Easy to Navigate Categories
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• Appealing Images
• If multiple colors/flavors/size, drop down or separate options on the page that carries over to the payment engine
• Size or quantity in container clearly listed
• Image matches name, description, size/quantity
• Quantity field limited to how many can order (5, 10, 100)
Product Pages
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http://tinroofteas.com/black-aroma-teas/962/
What would you fix on this product page?
Product Pages
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Multiple options styling from www.adagio.com
Product Pages
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• Return Policy
• Shipping Policy
• Customer Service Information
• FAQs – specify whether you do backorders or not
• Privacy Policy
• Secure Payments
Additional Content Pagesneeded
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• (They have a login now for newsletter subscription) Why do I need to make a new account [for buying online] when I already have one [for my newsletter]?
• Close out my account – remove me from the database. Need to clarify if they mean newsletter or eCommerce side or both
• (Backorders) I ordered 5 oolong teas, you only shipped me 3. When are my other ones coming? - Why would I have to place another order for the other two?
Online Customer Pain Points
we need to be aware of
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• Homepage that’s obvious it’s eCommerce
• Best to charge a customer’s credit card when item ships (back order)
• 301 redirects when product no longer for sale – add in to the Agreement that we’ll train them how to manage themselves for discontinued items during WP training
Other Tips
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• The Customer is Always…
• A Picture is Worth…
• eCommerce Golden Rule…
Remember
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“People don’t call it eCommerce anymore. It’s called omni-
commerce, and it’s the idea the digital permeates every step of the
purchase chain from product discovery to trial to pricing to actual
purchase”
– Tolman Geffs, Co-President of the Jordan Edmiston Group (JEGI)
Omni Commerce
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Contact TheeDesign Studio at 919-341-8901 to build your eCommerce
website so YOU can excel in the online marketplace
www.theedesign.com
Want to learn more?