how to have a killer ecommerce web site?
TRANSCRIPT
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Attention
Desire
Interest
Action
Satisfaction
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Hosted platforms Cloud Hosting
Share Dedicated
Open Source Mobile Friendly vs. Mobile Responsive
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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
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Over 90 web development projects & 100s of web maintenance clients within last 8 years.
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Founder of : Vancouver Joomla User Group Vancouver Magento User Group Vancouver Moodle User Group Vancouver Symfony User Group
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“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
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Clarity Clarity Clarity
In-purpose Design Navigation
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Who are the target market Lead generator page (landing pages) What benefits they will receive Success stories Product features Testimonials
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1. Call to actions
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80-20 rules Primary target audience Secondary target audience Other audience
Gender, Age, Education, Wealth, Avg. Basket Size, Avg. Price
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1. Call to actions 2. Bad / low quality photos
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Lighting Resolution (Quality) Scaling Directions Materials & Details Consistency Size: image, and file performance
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http://www.istockphoto.com/ http://www.fotolia.com/ https://www.dollarphotoclub.com/
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1. Call to actions 2. Bad / low quality photos 3. Ease of use
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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
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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
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1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics
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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%
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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
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1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof
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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
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1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof 6. Marketing
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Upsell related products Recommended products News letters Promotions Special offers Packages Gift cards
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White pages SEO PPC Facebook ad Social media A/B testing
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1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof 6. Marketing 7. Updates
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Site speed Site updates Too many slides Target audience New contents Update products Free Shipping & Returns User experience (UX) Product details
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1. Call to actions 2. Bad / low quality photos 3. Ease of use 4. Analytics 5. Social proof 6. Marketing 7. Updates 8. Standards
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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
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Registration forms length Pools Popups Quick Checkout full contact details look trustful Keep a blog which is informative Live chat Pricing strategy
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Labour costs Duplicate effort Human mistakes Delays on synchronization
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Products Orders Customers
CRM Accounting APIs
Custom fields Loyalty system Gift Cards
Service providers Vendors Alliances
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Under pricing vs. Over pricing Cost-base vs. value-base Cost + value base Set prince
Monitor Feedback Competition
Raise vs. reduce pricing
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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
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Ali Tavanayan www.TEIWebSolutions.com 604.506.6108 / 604.424.4024 [email protected] @TEIWeb
ww.facebook.com/TEI.Web.Solutions