Ecommerce Website, Shopping cart, Online Selling website desiging and development

Ecommerce Website and Internet Marketing

Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544

- Ecommerce Opportunity - Ecommerce Web Site Design - Online Sales Strategy - Advanced Ecommerce Functionality - Product Listings - Internet Marketing - Word of Mouth Marketing - Social Media Marketing


Overview

Ecommerce OpportunityEcommerce Opportunity

US Ecommerce Spending – 2006 ($ Billion)2005 2006 Change (%)

Jan. 1 – Dec. 31 82.3 102.1 24

Holiday Season (Nov.1 – Dec.31) 19.6 24.6 26Source: comScore Networks, January 2007

Ecommerce Growth- In 2010 Ecommerce will influence 50 percent of consumer salesSource: Jupiter Research


Ecommerce OpportunityEcommerce Opportunity

What is Stopping Online Consumers From Buying More?

Source: Marketing Sherpa, Inc.

0%

10%

20%

30%

40%

50%

60%

Overall

Heavy OnlineShoppers

14%12%

41%

36%

49%

21%

53%

39%

Sites/Carts too

complicated

Return/Exchange policies

Fraud/Identity

Theft

Sharing Personal Info


Ecommerce Ecommerce ComponentsComponents

Components of the Ecommerce Enterprise

- Marketing and Advertising - Online and Offline

- Ecommerce Web Site - Converting Visitors to Buyers

- Fulfillment - Inventory Management and Shipping

- Customer Support

- Warehouse/Drop Shipping

- Product Acquisition


Ecommerce Web Site BasicsEcommerce Web Site Basics


Ecommerce Web site

- Home Page- Support Page- Information Pages- Site Navigation and Design- Product Catalog - Category Pages and Detailed Product Pages

- Shopping Cart and Check Out- Site Hosting (Infrastructure) and Security

Ecommerce Website Home Page

- Identity - Logo and visual appearance

- Purpose

- Messaging and Value Proposition

- Trust and Credibility - Manufacturer brand logos, SSL security certificate (Verisign/Thawte) logo,

physical address, BBB Online, ScanAlert HackerSafe, TrustE

- Findability - Navigation and Site Search

- Customer Communication - Toll free phone number


Ecommerce Web SiteEcommerce Web Site

Support Pages- How To Order/Help

- Shipping and Handling

- Return Policy - Clear instructions, RMA labels included with delivery, cross-channel returns

- Customer Service

- About the Company

- Privacy Statement and Security Statement

- Store Locator - Store locations(s), map, directions, phone number, hours, store photo and store events


Ecommerce Web Site

Information Pages

- They allow customers to educate themselves about products and markets

- Enhance credibility by showing expertise and genuine motivation to help

- Help customers differentiate between alternative products

- Act as keywords optimized content to enhance organic search engine visibility and increase search engine traffic

- Other helpful information pages: How-to-Guides, Glossaries and Tips can provide a “link bait’ SEO-benefit


Ecommerce Web siteEcommerce Web site

Site Navigation

- Global Site Navigation - Logical groupings of product categories and information

- Quick Links - Allows visitors to find and identify important information with a single link from the home

the home page instead of drilling down through the navigation tree.

- Bread Crumb Navigation - E.g. Bottles > Plastic > Square – Helps visitors identify their location within a Web site at any time.

- Site Map Navigation

- Winnowing - Category pages – Allows users to pre-narrow down product selection according to

attributes of interest



Site SearchSite Search- Convenience Tool for User Who Know What They Want- Search Box - Make available on every page – Label with “Search” - 25-29 character wide

- Search Keyword Capture

0%1%2%3%4%5%6%7%8%

SearchBox

Users

AverageSite

Users

% conversionrate

Internal Search Conversion Rates

Source: WebSide Story, January 2006



Product Catalog - Category and Sub-Category Pages

- Category Description- Keyword-rich, category description of approximately 400 characters placed at the top of the Category page

- Product Name

- Product Description - Short, unique keyword-rich product description

- Product Image - Clickable thumbnail image

- Add To Cart Button



Product Catalog – Detailed Product Pages

- Product Name

- Product Description- Unique keyword-rich product description

- Product Image - View larger image

- Send-to-a-Friend

- Design Principles- Place important information “above-the-fold” on 800 x 600 resolution screen- Large “Add to Cart” button placed “above-the-fold”



Ecommerce Web Site Ecommerce Web Site

Shopping Cart

- High Flexibility for Adding, Deleting and Editing of Items in the Shopping Cart

- Change color and sizes – Change quantities – Delete items

- Provide the user with a link back to the product page for product verification

- Save Shopping Cart Content When User Leaves

- Design Principles- Place all shopping cart and related information “above-the-fold”

- Show related items below the shopping cart items


Check Out and RegistrationCheck Out and Registration

- Voluntary Customer Registration

- Corporate Registration (B-to-B only)

- Shipping and Billing- Allow data interchange between shipping and billing forms

- Payment Systems- Credit Card, Debit Card, PayPal, Google Checkout

- Design Principles - Avoid requesting excessive information at check out - Place important information”above-the-fold”

- Implement “progress indicator” for multi-step check out process (“Next Step and “Step 2 of 5”)





Payment Processing – Workflow (I)Payment Processing – Workflow (I)

Payment Processing (II)

- Merchant Accounts

- Payment Gateways - Up front set-up fee

- Fixed transaction fee - $0.30 / 3.5% per transaction

- Bank Processing Fees - Discount rate – percentage of sales - Fixed transaction fee - $0.20 - $0.30 per transaction



Site Administration

- Order Management- Search for order(s) by name, company name, date, order id, order status- Process order(s) for further processing- Delete order(s)

- Product Management- Manual product entry- Bulk upload (product feed)- Product shipping info (drives carrier shipping tables)- Out of stock notification

- Sales Statistics- Sort and display sales revenue by date range, by product category, by product, and by customer



Site Hosting and Security

- Shared Hosting versus Dedicated Hosting- Site Performance

- Web site conversion rates jump dramatically once pages load faster than 8-10 seconds

- Security- Secure SSL Connection- PCI compliance (AMEX, Discover Card, Visa, MasterCard requirement)- Hardware Firewall

- Data Center- Bandwidth- Data back-up- RIAD- Server maintenance, hardware/software upgrades and ongoing support



Business-to-Business Ecommerce

- Payment Models - Open Terms/Purchase order

- Credit card Payments- Cash on Delivery

- Whole Sale Pricing

- Corporate Account Management




- Ecommerce Networks

- Yahoo Shopping Network, Monster Commerce, Miva Merchant (high-end)

- Inexpensive, easy-to-use and set up for entry-level solution

- Need professional site designer and copywriter for credible Web site

- None or limited customization, integration and search engine optimization options


Ecommerce Web Site Options (I)Ecommerce Web Site Options (I)


Integrated Ecommerce Software Suite

- Cube Cart, CandyPress, OS Commerce, Magento, Prestashop,

- Hard to tailor to customer workflow and functional requirements

- Requires web developer/programmer for front-end to back-end integration and customization

Custom Ecommerce Web Site

- Tailored to customer workflow and functional requirement

- Requires web developer/programmer for Development and customization


Ecommerce Web Site Options (II)Ecommerce Web Site Options (II)

Ecommerce Website, Shopping cart, Online Selling website desiging and development

Design

requires web

fixed transaction

rich product

product image

shopping cart

product description

category pages

category description