eCommerce

Enlighten your software

eCommerce PlatformsEdwin Cruz

@softr8 https://mx.linkedin.com/in/edwincruz

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Hola!

Edwin Cruz VP of Engineering Crowd Interactive

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Driving eCommerce Innovation

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Motivation• eCommerce is growing exponentially

• Small business can reach a lot of new users

• Sell straight to final users

• Share knowledge

• Do not repeat my mistakes

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Some topics to cover

• Frontend

• Tracking

• Backend

• Business Metrics

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Frontend• Homepage

• Category View

• PDP

• Checkout

• Static Pages

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Homepage

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Global banner

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Global banner• Free shipping

• Promotions

• Phone Numbers

• <a href=“tel:011239999999”>123 999 9999</a>

• Shipping coverage

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Vertical Category Menu

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Horizontal Category Menu

• Main Navigation

• All categories with their children

• Easy to navigate

• http://schema.org/SiteNavigationElement

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Log/Sign in

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Shopping Cart

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Search

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Search

• Fulltext search

• Facets

• Sorting

• AutoComplete

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Hero Image

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Hero Image• Prominently placed on a webpage

• First visual a visitor encounters

• Present an overview of the most important content

• Usually with slider effects

• GEO located

• Managed via CMS

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Promoted Products

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Promoted Products

• New Arrivals

• Best Selling Products

• Featured Products

• Featured Categories

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Newsletter

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Static Pages Links

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Trustability resources

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Social Networks

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Social Networks Activity

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Personalization

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Personalization

• Cache layout

• Load personal information asynchronously

• Helps to load ‘faster’ the page

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Mobile Version

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Category View

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Breadcrumbs

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Breadcrumbs

• Make easier to navigate

• Indicate page’s position in the site hierarchy

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Left Nav

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Left Nav• Make your website easy to navigate

• Extra filters

• Price

• Shipping service

• Reviews

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Hero Image

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Product Tiles

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Product Tiles

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Sorting & Pagination

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Pro Tip

Use lazy loading with your images

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Pro Tip

Take care of your old products too!

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PDP

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Breadcrumbs

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Breadcrumbs

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Social Media

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Social Media

• Facebook Content Sharing

• Twitter Cards

• Campaign Tracking

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Twitter Cards

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Campaign Tracking

https://www.crowdint.com/services?utm_source=Twitter&utm_medium=Tweet&utm_term=SGCE&u

tm_campaign=free-quote

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Call to Action

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Call to Action

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Wishlist/Like it

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High Res Images

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Rich Snippets

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Rich Snippets

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Content from real Users

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PDP - Pro Tips• No Tabs, tabs are not SEO friendly

• Notify me on restock

• Returns & Exchange policies

• Measurements

• Create descriptions thinking in SEO not users

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Checkout

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Speed

• Ideally, reserve infrastructure resources only for checkout

• Expire caches in background

• Send emails in background

• … try to send everything possible to background

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Avoid Forcing Registration

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Security Reassurance

• Site with HTTPS

• EV Certificate preferred

• Trustability icons, like Verisign

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Easy Form Filling

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Easy Form Filling

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Progress Indicator

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Remove Distractions

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eCommerce Tracking

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eCommerce Tracking

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eCommerce Tracking

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eCommerce Tracking

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Goals

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Tracking Behavior

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Tracking Behavior

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A/B Testing

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A/B Testing

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A/B Testing

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A/B Testing

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sitemap.xml

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robots.txt

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Backend• Bulk update (Product Categorization)

• Orders/Users Advanced Filters

• Export to CSV

• Promotions

• Returns

• Inventory Management

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AARRR Business Metrics

• Acquisition

• Activation

• Retention

• Referral

• Revenue

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AARRR

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Daily Email to Business• New Users

• Recurring Users

• Social Activity - Sharing

• A/B Testing results

• Referral

• New Sales, average cost

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Thanks!

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