22
Ecommerce Website and Internet Marketing Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544

Ecommerce Website and Marketing

Embed Size (px)

Citation preview

Page 1: Ecommerce Website and Marketing

Ecommerce Website and Internet Marketing

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

Page 2: Ecommerce Website and Marketing

- 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

Page 3: Ecommerce Website and Marketing

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

Page 4: Ecommerce Website and Marketing

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

Page 5: Ecommerce Website and Marketing

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

Page 6: Ecommerce Website and Marketing

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

Page 7: Ecommerce Website and Marketing

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

Page 8: Ecommerce Website and Marketing

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

Page 9: Ecommerce Website and Marketing

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

Page 10: Ecommerce Website and Marketing

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

Page 11: Ecommerce Website and Marketing

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

Page 12: Ecommerce Website and Marketing

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

Page 13: Ecommerce Website and Marketing

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

Page 14: Ecommerce Website and Marketing

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

Page 15: Ecommerce Website and Marketing

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

Page 16: Ecommerce Website and Marketing

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)

Page 17: Ecommerce Website and Marketing

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

Page 18: Ecommerce Website and Marketing

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

Page 19: Ecommerce Website and Marketing

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

Page 20: Ecommerce Website and Marketing

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

Page 21: Ecommerce Website and Marketing

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)

Page 22: Ecommerce Website and Marketing

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)