DIIIZ AND ECOMMERCE, FAR MORE THAN A SALES WEBSITE STORY - Ecommerce Summit

26 february 2014

DIIIZ.comfar more than a sales website story

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IN THIS PRESENTATIONDIIIZ.com, far more than a sales website story

Context of the project

Analyzing the needs in 4 key questions:

• How to BRAND a small local companyin a global e-business environment?

• How to DELIVER an effective & competitivee-commerce website with a limited budget?

• How to OPTIMIZE the sales process throughthe whole e-purchase experience

• How to FACILITATE the day to daymanagement for the DiiiZ administrators?

Some key facts

Question & Answers

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Contextof the project

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CONTEXT OF THE PROJECT Small start-up

Three motivated design lovers

Customizable Classic 20th Century pieces of furniture(public domain rights)

Direct from factory in short delays (no minimum #)

E-business only (no brick and mortar store)

Limited budget (under 25k)

DIIIZ.com, far more than a sales website story

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How to BRANDa small local companyin a global e-business

environment?

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E-BRANDINGThe context in short:

New project & structure = No brand history

Name must appeal to a worldwide audience

Heavy competition on the segment


Importance of the « Design » aspect of the Brand

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E-BRANDINGHence the new brand had to…

Be impactful

In a world full of competitors (especially in the very crowded world of online furniture shops), this brand had to be easily recognizable and remembered

Be worldwide

If « soon to be Diiiz » wanted to be perceived as a multinational brand, a .com extension was a must (but no small challenge)!

Availability on other key extensions (.net / .eu) and biggest international markets (.fr / .de / .co.uk / …) would even be better.


> The shorter, the better!

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E-BRANDINGHence the new brand had to…

Be innovative / distinctive

Online furniture brands are often very name-descriptive.Taking another approach (à la « MyFab ») would helpthe brand differentiate from its competition.


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E-BRANDINGDIIIZ.com, far more than a sales website story

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E-BRANDINGA very useful hint?

Found one gem of a name? Reserve fast!

Don’t wait for the final decision to book the name DNS (and parallel extentions). You never know if someone isn’t just trying to take that name at the same moment.

And trust us… finding a new name when one was already on top of everyone’s list is no easy task !


Already found that perfect name ? Check now…

> www.universdns.com

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How to DELIVERan effective & competitive

e-commerce websitewith a very limited budget?

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DEALING WITH A LIMITED BUDGETPay a lot of attention to the pre-design phase

The Zoning step of the project is crucial.

Every detail must be thoroughly analyzed, structured…and validated before starting the Design step.


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DEALING WITH A LIMITED BUDGETSet in motion tricks that will cut down the production costs !

Whether graphical or technical, try to find ways tooptimize the production of the elements that have multiple occurrences on the site, and that may be subjects to changes.

For DiiiZ, we significantly reduced the « Images » production costs by:

• making all master images re-usable onvarious sizes > less images to produce

• making promo & price tags in HTML> no images to produce


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DEALING WITH A LIMITED BUDGETRemember that you are NOT Amazon.com…

Your budget will not allow you to have the same featuresas a global player that has millions available to spend.

Stick on what is really essential. Keep the « nice to have » features for future PLANNED upgrades. Each one will increase your user experience… and your sales!

The Diiiz website is already expecting future evolutions:


Etc…DiiiZStep 3

DiiiZStep 2

DiiiZStep

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phase your project!

Mobile versionPurchase historyWish List

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DEALING WITH A LIMITED BUDGETWhat you CAN’T cut from your Phase 1!

Security > a good safe transaction is the basis of all form of commerce. Your platform must be UBER secure, often via a third party platform.

Ergonomy / UX design > you HAVE to be effective in your user interface in order to sell (navigation / content structure).

Also, any main UX changes after phase 1 will be far more difficult to implent within the already developed system.

SEO or COM > Even if you have the best product in the world, without any way to drive trafic to it, you’ll get stuck with your stock!


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How to OPTIMIZEthe sales processthrough the whole

e-purchase experience

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SALES OPTIMIZATIONDIIIZ.com, far more than a sales website story

Use a slider for yourkey messages

• best selling products

• main promotions

• temporary events

If price is a bargain,show it!

• price comparison /slashed price

• rebate stamp

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Keep « fears » away from your potential customers

Give key info aboutyour main Customer services / engagements as soon as possible

> homepage

… and keep doing it whenever you can!

> internal pages

> FAQs

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Manage your FAQ page wisely

FAQs is your first line of customer care… it must be effective and clear!

• stick to the most important facts

• keep it up to date

• use technical gimmicks to clarify the information(here, collapse titles)

• categorize if too much individual informationsto provide

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Other sales optimization elements

Contextual cross-suggestions > Use visitors current interests to target other potentially interesting products

Conversational tools > Keep the potential / existing customer engaged on a longer period

• Social media: must have a purpose that is NON-commercial in nature (information / entertainement / customer relation)

• Newsletter: excellent media for new product / promotion info

Multilingual website > If your product is related to specific textual informations (here product / designer « history »), you will have a greater impact if the message is in the language of the visitor

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How to FACILITATEthe day to day management

for the administrators?

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FACILITATE DAY TO DAY ADMINDIIIZ.com, far more than a sales website story

Pay a lot of attention to your management interface (CMS)

• the DiiiZ CMS was created to perfectly fit their day-to-day needs

• it was made to be as autonomous / easy to use as possible

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Avoid simultaneous management of short and long term data• separate DiiiZ admin pages were created for items that doesn’t share

the same update pattern

StockProduct description VS

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Avoid simultaneous management of short and long term data• what could be updated at the same time was regrouped

Price variation field added to the Stock page

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Automatize as much process as can be

• DiiiZ management time was shortened via multiple automatizations

• it helps them avoid human mistakes… and ensure a more up-to-date information on DiiiZ.com

Make it HTML as often as possible

• We avoided images as much as could be (promo stickers / prices / …)

• It lowered production costs … but also eased future updates

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Somekey facts

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SOME KEY FACTSDIIIZ.com, far more than a sales website story

No more paper catalogue > DiiiZ use its website as a sale tool when doing face to face sales prospection (on iPad)

No advertising or paid promotional tool used > only Facebook & SEO optimization

DiiiZ original investment already recovered in less than 6 months!

… one more happy client ;-)

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Questions& answers time

Vincent JadotCEO – Project Manager

[email protected]

Rue Egide Van Ophem 40a | B-1180 BrusselsPhone : +32 2 344 20 44 | Fax : +32 2 344 50 44 | [email protected] | www.mostwanted-agency.netING : IBAN BE69 3630 7515 9478 | VAN BREDA : IBAN BE89 6451 5903 6585 | TVA BE 0826.289.451© MostWanted - Wild Digital Agency 2014

DIIIZ AND ECOMMERCE, FAR MORE THAN A SALES WEBSITE STORY - Ecommerce Summit

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Transcript of DIIIZ AND ECOMMERCE, FAR MORE THAN A SALES WEBSITE STORY - Ecommerce Summit