mivacon philly - ecommerce best practices
DESCRIPTION
Ecommerce is a quickly evolving universe. Learn which new features in the ecommerce marketplace actually work and will help your business grow.TRANSCRIPT
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2014ECOMMERCE
BEST PRACTICES
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WHICH NEW FEATURES IN THE ECOMMERCE MARKETPLACE ACTUALLY WORK AND WILL
HELP YOUR BUSINESS GROW.
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SHOPPING BRICK & MORTARVS.
SHOPPING ONLINE
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AWARENESS
3 CONCEPTS TO STRIVE FOR
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USABILITY
3 CONCEPTS TO STRIVE FOR
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CLARITY
3 CONCEPTS TO STRIVE FOR
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AWARENESS
• Search Engine Optimization
• Email Marketing
• Social Media Engagement
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AWARENESS: SEARCH ENGINE OPTIMIZATION
• Site-wide SEO
• On-page SEO
• Off-page SEO
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AWARENESS: EMAIL MARKETING
• Weekly Newsletters
• Remarketing
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AWARENESS: SOCIAL MEDIA
• Socially Engage in your visitor’s communities, don’t just advertise
• Offer discounts
• Purchase Advertisements
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USABILITY
• Website Performance
• Responsive
• Intuitive
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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?
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USABILITY: RESPONSIVE
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USABILITY: INTUITIVE
• Help customers find what they need
• Consistent & Clear navigation
• Easy & Effective Search Results
• Category/Search Page filtering
• Highlight calls to action
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CLARITY
• Showcase Products
• Be Transparent
• Understand Your Site
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CLARITY: SHOWCASE PRODUCTS
• Use Product Videos
• Have high quality product images
• Show product reviews
• Have detailed product descriptions & feature specifications
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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
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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
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FEATURE LIST
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GLOBAL ELEMENTS
• Mega menu or drop down navigation
• Search with auto complete
• Breadcrumbs
• Mini Basket
• Contact Information
• Live Chat
• Policy Links
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HOME PAGE
• Don't use rotating banners
• Show various high level categories
• Show best selling products
• Show new products
• Show products that are on sale
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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
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CATEGORY & SEARCH
• Add Facetted Filters options
• Display Ratings
• Quick-view product details
• Product Comparisons
• Various sorting options
• Create a "New Products" category
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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
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