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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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/IdentityTheft
Sharing Personal Info
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web Site BasicsEcommerce Web Site Basics
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web siteEcommerce Web site
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web siteEcommerce Web site
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web siteEcommerce Web site
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”
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web siteEcommerce Web site
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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”)
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web SiteEcommerce Web Site
Ecommerce Web SiteEcommerce Web Site
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web SiteEcommerce Web Site
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web SiteEcommerce Web Site
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web SiteEcommerce Web Site
Business-to-Business Ecommerce
- Payment Models - Open Terms/Purchase order
- Credit card Payments- Cash on Delivery
- Whole Sale Pricing
- Corporate Account Management
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web SiteEcommerce Web Site
Ecommerce Web SiteEcommerce Web Site
- 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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web Site Options (I)Ecommerce Web Site Options (I)
Ecommerce Web SiteEcommerce Web Site
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
Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544
Ecommerce Web Site Options (II)Ecommerce Web Site Options (II)