how to have a killer ecommerce web site?
TRANSCRIPT
Attention
Desire
Interest
Action
Satisfaction
Hosted platforms Cloud Hosting
Share Dedicated
Open Source Mobile Friendly vs. Mobile Responsive
Ali Tavanayan, Director of TEI Web Solutions Senior Web Development Project Manager B.Sc Software Engineering M.Sc E-Commerce (UK) PMI, PMP, MCSE, A+ Running Tavanayan Enterprises Inc. since 2002 POS software & Integration specialist
Speaker in
Vancouver Tech Festival (Microsoft) Web Not War (Microsoft) Dev Cam (Microsoft) Marketing Mastery Summit Capilano University Vancouver Business Network Multi Multicultural society S.C.U.C.S.S
Over 90 web development projects & 100s of web maintenance clients within last 8 years.
Founder of : Vancouver Joomla User Group Vancouver Magento User Group Vancouver Moodle User Group Vancouver Symfony User Group
“I can now reveal the super secret project I alluded to during our conversation, the Best Buy Canada Multi-Channel Marketplace.”
Josh Johnston
Best Buy Canada Website Manager
13 May 2015
Clarity Clarity Clarity
In-purpose Design Navigation
Who are the target market Lead generator page (landing pages) What benefits they will receive Success stories Product features Testimonials
1. Call to actions
80-20 rules Primary target audience Secondary target audience Other audience
Gender, Age, Education, Wealth, Avg. Basket Size, Avg. Price
1. Call to actions 2. Bad / low quality photos
Lighting Resolution (Quality) Scaling Directions Materials & Details Consistency Size: image, and file performance
http://www.istockphoto.com/ http://www.fotolia.com/ https://www.dollarphotoclub.com/
1. Call to actions 2. Bad / low quality photos 3. Ease of use
Minimum of 7 ways to find the information: 1. Navigation 2. Search 3. By Brand 4. By type / style 5. Best sellers 6. Special offers 7. New products 8. Breadcrumb
Why we are here? Where we can go from here? Accessibility to other relevant pages ‘Contact us’ links Search results Not to wide / deep (max 5~7 items) Global vs. Local navigation Wording
1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics
Average visit per day: 60 (22K year)
Average request for free sample per week: 35 Average product price: $30 Number of products: 2 x 2 + 8 = 12 Average basket size: $55 Average margin: 45% Customer value per year: $400 Conversion rate from samples: 30%
Current potential: 21,000 v/y x $400 x 0.01% = $84,000.00 With 75 visits per day
No e-commerce, No CRM, No marketing
What if we increase the traffic to 300 day? SEO, Social media, Animation, PPC, Blog, White
paper, Informational videos, etc.
Potential is $336,000.00 45% margin $151,200.00
1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof
Traffic is the asset Google rank / SEO Proof in number of visitors Proof in number of members Social followers Ratings and reviews Expert mentions Testimonials Likes
1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof 6. Marketing
Upsell related products Recommended products News letters Promotions Special offers Packages Gift cards
White pages SEO PPC Facebook ad Social media A/B testing
1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof 6. Marketing 7. Updates
Site speed Site updates Too many slides Target audience New contents Update products Free Shipping & Returns User experience (UX) Product details
1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof 6. Marketing 7. Updates 8. Standards
Category listing Product listing Product details view Terms and conditions Search results Credibility logos (BBB, PayPal, SSL,etc.) Balance
Register vs. unregister # slides Logo size
Registration forms length Pools Popups Quick Checkout full contact details look trustful Keep a blog which is informative Live chat Pricing strategy
Labour costs Duplicate effort Human mistakes Delays on synchronization
Products Orders Customers
CRM Accounting APIs
Custom fields Loyalty system Gift Cards
Service providers Vendors Alliances
Under pricing vs. Over pricing Cost-base vs. value-base Cost + value base Set prince
Monitor Feedback Competition
Raise vs. reduce pricing
Rule #1 : Clarity
Rule #2 : Clarity
Rule #3 : Clarity
Be clear about the desired action of every and each of pages
Keep the design and content clear and simple.
Have a simple navigation system
Ali Tavanayan www.TEIWebSolutions.com 604.506.6108 / 604.424.4024 [email protected] @TEIWeb