Ecommerce: Excelling in the Online Marketplace

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eCommerce Websites:Excelling in the Online

Marketplace

by Sharon A. Dawson

Project Manager at TheeDesign Studio

919-341-8901


• “Activities that relate to the buying and selling of goods and services over the Internet” – Merriam-Webster

• B2C – Business to Consumer (retail)

• B2B – Business to Business (wholesale, business services)

• 3PL – Third Party Logistics (your company receives order, another company ships orders for you)

What is eCommerce?


“By 2022, brick and mortar retail spaces

will be little more than showrooms”

– Eddie Machaalani & Mitchell Harper, Co-CEOs of Bigcommerce

eCommerce


The Customer is Always…


Cheap!• Shipping Costs

• Promotion Codes

• Stacking promotions

The Customer is Always


A Picture is Worth…


A Picture is WorthNothing if it’s Wrong

• Picture matches description and title

• Correct flavor/color

• Size

• Special packaging


What Customers Saw


What Customers Got


The eCommerce Golden Rule Is…


The eCommerce Golden Rule Is

Do Unto Others As Amazon Has Done Unto Others


2012 Black Friday sales:

• $11.2 billion

• 1.8% decrease over 2011

What do you think

Cyber Monday’s sales were?

Black Friday 2012 Source: http://business.time.com article from 11/26/2012

Cyber Monday is the new Black Friday


Cyber Monday is the new Black Friday

2012 Cyber Monday 2012 Black Friday

• $1.465 billion $11.2 billion

• 30% increase over 2011 1.8% decrease over 2011

“increased foot traffic and lower Black Friday sales, it seems as if many shoppers were at the stores just to showroom — scoping out merchandise in person before ultimately purchasing the goods online on Cyber Monday”

Cyber Monday 2012 Source: http://www.business2community.com article 10/28/2013

Quote: http://business.time.com article from 11/26/2012


http://tinroofteas.com/blackteas

versus

http://www.teavana.com/the-teas/black-teas

• Categories at top of page

• If sub categories, jump from top of page

• Appealing Images to represent category

Easy to Navigate Categories

http://tinroofteas.com/blackteas




• Appealing Images

• If multiple colors/flavors/size, drop down or separate options on the page that carries over to the payment engine

• Size or quantity in container clearly listed

• Image matches name, description, size/quantity

• Quantity field limited to how many can order (5, 10, 100)

Product Pages


http://tinroofteas.com/black-aroma-teas/962/

What would you fix on this product page?

Product Pages

http://tinroofteas.com/black-aroma-teas/962/


Multiple options styling from www.adagio.com

Product Pages


• Return Policy

• Shipping Policy

• Customer Service Information

• FAQs – specify whether you do backorders or not

• Privacy Policy

• Secure Payments

Additional Content Pagesneeded


• (They have a login now for newsletter subscription) Why do I need to make a new account [for buying online] when I already have one [for my newsletter]?

• Close out my account – remove me from the database. Need to clarify if they mean newsletter or eCommerce side or both

• (Backorders) I ordered 5 oolong teas, you only shipped me 3. When are my other ones coming? - Why would I have to place another order for the other two?

Online Customer Pain Points

we need to be aware of


• Homepage that’s obvious it’s eCommerce

• Best to charge a customer’s credit card when item ships (back order)

• 301 redirects when product no longer for sale – add in to the Agreement that we’ll train them how to manage themselves for discontinued items during WP training

Other Tips


• The Customer is Always…

• A Picture is Worth…

• eCommerce Golden Rule…

Remember


“People don’t call it eCommerce anymore. It’s called omni-

commerce, and it’s the idea the digital permeates every step of the

purchase chain from product discovery to trial to pricing to actual

purchase”

– Tolman Geffs, Co-President of the Jordan Edmiston Group (JEGI)

Omni Commerce


Contact TheeDesign Studio at 919-341-8901 to build your eCommerce

website so YOU can excel in the online marketplace

www.theedesign.com

Want to learn more?

Ecommerce: Excelling in the Online Marketplace

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