why marketers should be customers
DESCRIPTION
Why e-marketers should experience the e-buying cycle.TRANSCRIPT
Why Marketers should also be Customers?
Why e-marketers should experience the e-buying cycle.
by Stephanie M. Cockerl
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Agenda
• E-commerce buying process• What happens on the website• Identifying the components of the
checkout process• What one can learn from the process
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E-commerce buying process
• Search• Shop Around• Seal the deal
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Search
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Search Results
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What happens on the website
Mix Tape KingsR&B
(Rhythm and Blues)Landing Page
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Search Results
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What happens on the website
Mix Tape KingsDJ Finesse
Landing Page
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What happens on the website
Mix Tape KingsR&B
(Rhythm and Blues)Landing Page
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What happens on the website
Product Detail Page
•Album Cover•Listing of tracks•Add to Cart button
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The Checkout Process
• Why customers don’t complete the process?
• What can be learned from each step of the process?
• What can be done to make a completed transaction happen.
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The Checkout Process
1. Order
2. Billing
3. Shipping
4. Confirmation
5. Thank You
6. E-mail receipt
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The Checkout Process
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The Checkout Process
This is wherepotential buyers getstuck, entering theirpayment information.
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The Checkout Process
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The Checkout Process
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The Checkout Process
The Thank You PageThe “goal” page.
This page is a goodopportunity to promote other areas like sales,newsletters, etc.
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The Checkout Process
The confirmationemail – a vital piece
of the checkout process.
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What happens on the website
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What happens on the website
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The Checkout Process
The order page
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The Checkout Process
The billing page
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The Checkout Process
The confirmation page
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The Checkout Process
Email confirmation
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Tips to use
• Purchase something from your client’s website at least 2 – 3 times a year
• Keep good notes about what was good and/or could use some work
• Share the findings with stakeholders• Use them to make improvements to the site• Track the changes• Measure the progress
