how to create a compelling ecommerce experience

#compellingecommerce

You will learn...

• How to design a great product detail page.

• Why your brand is so important in your online store.

• How (and why!) to think like your customer.

…and much more!

How do we create a compelling online shopping experience?

#compellingecommerce

How do we Create a Compelling Online Shopping Experience?

• Understand your customer, your business and your technical requirements.

• Finding the product, information architecture, andsearch features.

• Provide information the customer needs to make a decision.

• Convey the personality of the brand.

Web Analytics is Your Friend• Measure your site architecture heavily: Funnel

Analysis– Where do people click from home page?– Where do people click from search results?– What pages cause visitors to leave the site?

• A/B test different versions of your biggest drop-off points

• Log events: “user performed search”, etc.• Store all the data, even if you don’t use it yet!

#compellingecommerce

#compellingecommerce

Provide the Info They Need. Compel the User to Purchase. Keep it Simple.

#compellingecommerce

Personality of the brand

Tailoring the Shopping Experience to the Product

What’s the Experience the Customer “Should” Have?

• How can you help the buyer make a decision?• How do we highlight the value of the product?• How do we make a connection with the

customer?

#compellingecommerce

Focus on the Personality of the Product while Providing Value

#compellingecommerce

Show the Customer what They Can’t Live Without

#compellingecommerce

Make it Personal

Customizing the site experience to the brand identity

#compellingecommerce

Customizing the Site to the Brand Experience• How do you translate the brand experience

online?• What about when your brand isn’t well known?• How does the eCommerce experience play into

the experience on other channels?

#compellingecommerce

Become the Customer

#compellingecommerce

Become the Customer

#compellingecommerce

Become the Customer

#compellingecommerce

Become the Customer

#compellingecommerce

Make it Unique

#compellingecommerce

Make it Unique

#compellingecommerce

Make Your Brand known When It Isn’t

#compellingecommerce

Omni-Channel Commerce: “The Endless Aisle”

#compellingecommerce

Omni-Channel Commerce: “The Endless Aisle”

#compellingecommerce

Omni-Channel Commerce: “The Endless Aisle”

Creating an Experience Around Product Detail Pages

#compellingecommerce

Creating an Experience Around Product Detail Pages

• What makes a product detail page engaging?• How does the product page provide the user with

the information they need to make a decision?• What’s the importance of descriptions within the

product page?

#compellingecommerce

Your Images Are Your Product

#compellingecommerce

Your Images Are Your Product

#compellingecommerce

Give the User What They Want and Don’t Know They Need

#compellingecommerce

Unique Brand Attributes

#compellingecommerce

Related Products: Custom Rules

Key Takeaways

Key Takeaways• Understand your customer and biz requirements

first• Focus on your navigation: let your stats show you

the way• Define your brand experience: in store = online

= all channels• Cater your product detail page specifically to your

product and user

#compellingecommerce