2014 ECCOMERCE BEST PRACTICES

DEVIN COX

WHICH FEATURES INTHE ECOMMERCE

MARKETPLACE ACTUALLY WORK

AND WILL HELP YOURBUSINESS GROW?

SHOPPING BRICK & MORTARVS.

SHOPPING ONLINE

3 CONCEPTS TO STRIVE FOR

AWARENESSUSABILITYCLARITY

AWARENESS

• Search Engine Optimization• Email Marketing• Social Media Engagement

AWARENESS: SEARCH ENGINE OPTIMIZATION

• Site-wide SEO• On-page SEO• Off-page SEO

AWARENESS: EMAIL MARKETING

• Grow your email list• Remarketing

AWARENESS: SOCIAL MEDIA

• Socially Engage in your visitor’s communities, don’t just advertise

• Offer discounts• Purchase Advertisements

USABILITY

• Website Performance• Responsive• Intuitive

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?

USABILITY: RESPONSIVE

USABILITY: INTUITIVE

• Help customers find what they need• Consistent & Clear navigation• Easy & Effective Search Results• Category/Search Page filtering• Highlight calls to action

CLARITY

• Showcase Products• Be Transparent• Understand Your Site

CLARITY: SHOWCASE PRODUCTS

• Use Product Videos• Have high quality product images• Show product reviews• Have detailed product descriptions & feature

specifications

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

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

FEATURES LIST

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

HOMEPAGE

• Don't use rotating banners• Show various high level categories• Show best selling products• Show new products• Show products that are on sale

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

CATEGORY & SEARCH

• Add Faceted Filters options• Display Ratings• Quick-view product details• Product Comparisons• Various sorting options• Create a "New Products" category

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

DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT

DEVIN COX