MivaCon Chicago - Ecommerce Best practices
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2014 ECCOMERCE BEST PRACTICES
DEVIN COX
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WHICH FEATURES INTHE ECOMMERCE
MARKETPLACE ACTUALLY WORK
AND WILL HELP YOURBUSINESS GROW?
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SHOPPING BRICK & MORTARVS.
SHOPPING ONLINE
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3 CONCEPTS TO STRIVE FOR
AWARENESSUSABILITYCLARITY
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AWARENESS
• Search Engine Optimization• Email Marketing• Social Media Engagement
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AWARENESS: SEARCH ENGINE OPTIMIZATION
• Site-wide SEO• On-page SEO• Off-page SEO
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AWARENESS: EMAIL MARKETING
• Grow your email list• Remarketing
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AWARENESS: SOCIAL MEDIA
• Socially Engage in your visitor’s communities, don’t just advertise
• Offer discounts• Purchase Advertisements
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USABILITY
• Website Performance• Responsive• Intuitive
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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?
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USABILITY: RESPONSIVE
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USABILITY: INTUITIVE
• Help customers find what they need• Consistent & Clear navigation• Easy & Effective Search Results• Category/Search Page filtering• Highlight calls to action
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CLARITY
• Showcase Products• Be Transparent• Understand Your Site
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CLARITY: SHOWCASE PRODUCTS
• Use Product Videos• Have high quality product images• Show product reviews• Have detailed product descriptions & feature
specifications
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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
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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
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FEATURES LIST
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GLOBAL ELEMENTS
• Concise hierarchical navigation• Obvious Search• Navigational Breadcrumbs• Mini Basket• Easily Accessible Contact Information• Live Chat or other way to easily interact• Policy Links
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HOMEPAGE
• Don't use rotating banners• Show various high level categories• Show best selling products• Show new products• Show products that are on sale
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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
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CATEGORY & SEARCH
• Add Faceted Filters options• Display Ratings• Quick-view product details• Product Comparisons• Various sorting options• Create a "New Products" category
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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
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DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT
DEVIN COX