130326 12-dub-e-commerce- jim cassidy

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Background

Global & Irish market

Glossary of Terms

Defining your market

E-Commerce Framework

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Platform & Design 6

Launch & Post Launch 7

Tonight's Class

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Jim Cassidy Managing Director - Lucidity Digital

- Web Design /E-Commerce

- Web Applications

- Mobile Web

- SEM

- Social Media strategy

- Apps (Mobile & Facebook)

- Email Marketing

www.lucidity.ie e: [email protected] p: 01 2934800

mailto:[email protected]

http://www.phonewatch.ie/

http://www.bayer.com/

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Background

Background

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From Wikipedia

Electronic commerce, commonly known as e-commerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks.

A Brief History 1979 - Michael Aldrich invents online shopping 1981 - Thompson holidays becomes first ever B2B online traction system 1990 - Tim Berners Lee creates the first www server and browser 1994 - Netscape delivers SSL encryption 1995 - Amazon start selling online Auction launches a site (Ebay) Verisign starts developing digital ID’s 1998 - Paypal launches

Google is incorporated 2000 - Dot com bust 2001 - Amazon start launching mobile commerce websites 2002 - Ebay buys Paypal Amazon AWS launched 2003 - Apple launches iTunes 2004 - PCI data security standards is set up 2005 - Web 2.0 2006 - Twitter launched 2007 - iPhone is launched 2008 - Groupon is launched Facebook reaches 100 million users 2010 - iPad is launched 2011 - Facebook hits 800 million users Google + is launched Twitter has over 100 million users Social media is the most popular online activity 2012 – Amazon buys Kiva for $775 million dollars

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Global Market

Global Market

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Global Market

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Global Market

Global Market

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Global Market

Global Market

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Irish and Global Market

Amazon revenues 2011

$48 Billion Amazon profits 2011

$800 million

Ecommerce activity by region

Individuals using the Internet to buy or order online content. Age 16-74 Eurostat

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Ecommerce activity by category

Dublin 50 %

West 48%

South East 35%

South West 44%

Mid West 41%

Midland 40 %

Mid East 41 %

Border 31%

Source: CSO Information

Society & Telecommunications

Ecommerce activity by region

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Global Market

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E-Government

Global Market

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M-Commerce

M-Commerce

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M-Commerce

M-Commerce

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M-Commerce

Changing Technologies

Social

Augmented reality

Cloud

Mobile

Convergence

Location

New technology brings opportunities

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Glossary of terms.

Glossary of Terms

Ecommerce Hosting Dedicated hosting Website is the only one hosted on the server. Security tighter. Website owner responsible for server management as well as website Shared Hosting Multiple websites are hosted on the same physical server. Your website has to share resources with other websites. Virtual host Web service providers that include server functions and Internet connection services. Employed by companies who do not wish to purchase and maintain their owen web servers and Internet connections. Web Host Company or service provider that provides server space, web services and file maintenance for Web sites that do not have their own Web servers. Web server A computer that delivers Web pages

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Ecommerce Website Build Credit Card Interchange The process and organisations (processors, acquirers, and issuers)involved in completing credit card transactions Merchant Account An account a business obtains from their banking institution that allows retailers and e-tailers to accept customer credit cards and electronic payments. Payment Gateway A third party organization that securely processes, verifies, and accepts or declines credit card transactions on behalf of the merchant. Example of Payment Gateway: PayPal Shopping Cart Ecommerce software that acts as an online store’s catalogue and ordering process. Consumers

use it to select , review, modify and purchase what merchandise they have selected Commerce Server Web software or storefront software that runs some of the main functions of an online storefront – includes product display, online ordering, inventory management.

Glossary of Terms

Ecommerce and Email Marketing A/B split A marketing test where an email subscriber list is split into two groups. Each group is sent a different email in order to gauge which format has the most successful response rate. This test is also used for the landing pages of websites. Conversion rate The percentage of visitors who take a desired action e.g. the number of people who make a purchase from your Web store. Direct digital marketing An addressable online marketing method whereby the user or recipient can be identified. Digital forms of addressability include an email address, a Web browser cookie or a mobile phone number Event triggered e-mail A message sent to list subscribers based on an event. E.g. discount voucher for a subscriber’s birthday. Open rate The number of subscribers who have opened a particular email. Used to track the success of an email marketing campaign

Glossary of Terms

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Ecommerce Laws, Standards and Protocols CAN-SPAM (Act 2003) Act that provides recipients of spam the right to opt out of these messages. Certification Authority (CA) An organization that issues digital certificates used to create digital signatures and also ensures businesses who are granted the certificate are who they claim to be. Electronic Data Interchange (EDI) The standard for the transfer of data between different companies using computer networks. Used by companies to buy, sell and trade information. PCI-DSS Short for Payment Card Industry(PCI) and Data Security Standard (DSS). The standard that all organisations, including online retailers must follow when storing, processing and transmitting their customer’s credit card data. SSL (Secure Sockets Layer) A protocol for transmitting private documents via the internet. Two keys are used to encrypt data - a public key known to everyone and a private or secret key only known to the recipient of the message. Websites use it to obtain confidential user information such as credit card numbers.

Glossary of Terms

Defining your market.

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Defining Your Market

• Who are your customers?

• Where is your market?

• What type of e-commerce suits you?

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Why go Online?

Ecommerce

Brand

Loyalty

Reduce

Costs

Customer Service

Increase Sales


Define Market

Platform Design

Business Consideration

Launch

Growth

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Pay small at the start so you don’t pay big at the end

Tools to check the online viability of your marketplace;

• Alexa

• Statcounter

• Comscore

• Forrester

• Gartner

• Internet advertising Bureau (IAB)


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Global Market

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Defining your Market

Who are your customers? • Primarily Female • Aged 25-55


Where are the opportunities for them? • Reduce Costs • Find more relevant

products • Get free gifts • Do their job better

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Where are the opportunities for them? • Reduce Costs • Find more relevant

products • Get free gifts • Do their job better


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Consumers

Product Technology

Perf

orm

ance

Optimised Consumer Experience

http://www.youtube.com/watch?v=ZUG9qYTJMsI

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Understanding your Audience

Understanding your Audience

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User Stories

User Story 2: Paul Bonnarie Paul is a 30 year old from Paris. He works as an engineer in a large firm and must travel widely around Europe as part of his job. Paul has been scheduled to visit Dublin to advise a local building firm in one month’s time. He’ll be on his phone a lot between Dublin and Paris for work and wants to visit a few friends when he’s there too. Paul uses Orange in France and doesn’t want to spend a lot on roaming charges while he’s in Ireland. He’ll need to send files back and forth and email colleagues. Paul takes five minutes at lunch time to try and find out what he can do

User stories

Personas paint a powerful picture of users; • Goals • Motivations • Attitudes • Behaviours • Questions • Pain Points • Influencers

Based on; • Market research • Customer interviews • User testing • Ethnographic studies • Analytics • Stakeholders (customer facing staff, partners) …in order to inform and bring objectivity to design decisions

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E-Commerce

Framework

Ecommerce Framework

Define Market

Platform Design

Business Consideration

Launch

Growth

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Ecommerce Framework

Ecommerce

Consumer Behaviours

Supply Chain

Multi-Variant Testing

Social Media

Distribution

Design

Metrics

Usability

Process Engineering

Funnel Optimisation

CPA

Product Development

SEO

Payment Systems

PPC

Multi-Channel

Platform & Design

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Platform & Design

Choosing the right platform

1. General information 2. Data Storage 3. General Features 4. Customer Features 5. Customer Reward Features 6. Administration Area Features 7. Search Engine Optimization Features 8. Security Features 9. Payment Gateway Support 10.Alternative Checkout Support 11.Real Time Shipping Calculation 12.Shipment Booking Integration 13.Shipment Tracking Integration

Platform Design Examples

General Information

Creator

Latest Stable version

Cost

Updates

Data Storage

Flat File

My SQL

Oracle

Firebird

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Customer Features

Customer Testimonials

Featured Products

Image Enlarge

Wish List

General Features

Source Code Provided

AJAX Usage

Digital Downloads

eBay Listing Integrations


Administration Area Features

Product Rating

Statistics

Stock Control

WYSIWYG Editor

Customer Reward Features

Vouchers

Gift Certificate

Membership Discounts

Reward Points

Search Engine Optimisation Features

HTML Catalo

Statistics

Stock Control

WYSIWYG Editor

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Start Ups

SME

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Enterprise

Platform & Design

What makes a great e-commerce website?

Marketing User

Experience

Technology Service

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Customer Journey

Consider

Evaluate

Decision

Action

Enjoy

Repeat

Refferal

Customer Journey - Evaluate How do you get into a consideration set?

Advertising and marketing

Trusted brand

Word of mouth referral

Existing client

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Customer Journey - Evaluate

How do you get into a consideration set?

Customer Journey

What other activities are being carried out to help the consumer evaluate your business?

• Paid Search – More money was spent in the UK last year on Google than on TV

• Social

• Mobile

• TV

• Print

• Affiliate

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Customer Journey

Customer Journey - Decision How are you different from your competitors?

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Customer Journey - Decision


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http://www.thecassette.fr/

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How are you different from your competitors?

Product spec • Titles, Descriptions, Specs, Product Codes , Brand • Logos • NEW Imagery • Quality & quantity • Zoom features • Lifestyle / Look imagery • VIDEO (M&S, ASOS) Offers • Deal of the day • Social integration “likes” and opinions • Editorial / expert / stylist comment and Advice • Ask a question – others / advisors • Customer ratings and reviews • Alternate/similar / wishlist comparisons


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Customer Journey - Action

Customer Journey - Enjoyment Getting what you expected, when you expect it • Track Orders

• Follow up with emails

• Give special offers

• Loyalty systems

• Exceed expectations

• Make it easy to contact customer support

• Allow users to share reviews and information

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Customer Journey - Enjoyment


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People like to share (good and bad experiences)

• Encourage • Incentivise

– Discount for you and friend – if friend purchases – Gift

• Facilitate – On Site – Facebook – Twitter – Email – Review sites

• Manage reputation • Online influencer community participation


Business Considerations

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Launch (Offline & Online)

PPC Social

Giveaways / Loyalty

Print

TV / Radio

Launch (Offline & Online)

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Launch

• Analytics

• A/B Multivariate

• Conversion optimisation • Surveys

• Feedback

• Eye Tracking

• Focus Groups

Launch

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Launch

Launch

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Launch

Launch

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Launch

Remember

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Thank You

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Digital Marketing Institute.ie

Jim Cassidy P: 01 2934800 E: [email protected] W: www.lucidity.ie

130326 12-dub-e-commerce- jim cassidy

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