diiiz and ecommerce, far more than a sales website story - ecommerce summit
TRANSCRIPT
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
DIIIZ.com, far more than a sales website story
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.
DIIIZ.com, far more than a sales website story
> 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.
DIIIZ.com, far more than a sales website story
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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 !
DIIIZ.com, far more than a sales website story
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.
DIIIZ.com, far more than a sales website story
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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
DIIIZ.com, far more than a sales website story
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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:
DIIIZ.com, far more than a sales website story
Etc…DiiiZStep 3
DiiiZStep 2
DiiiZStep
1
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!
DIIIZ.com, far more than a sales website story
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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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SALES OPTIMIZATIONDIIIZ.com, far more than a sales website story
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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SALES OPTIMIZATIONDIIIZ.com, far more than a sales website story
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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SALES OPTIMIZATIONDIIIZ.com, far more than a sales website story
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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FACILITATE DAY TO DAY ADMINDIIIZ.com, far more than a sales website story
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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FACILITATE DAY TO DAY ADMINDIIIZ.com, far more than a sales website story
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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FACILITATE DAY TO DAY ADMINDIIIZ.com, far more than a sales website story
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
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