How to Create a Compelling Ecommerce Experience
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The document discusses how to create a compelling online shopping experience. It provides tips for understanding customers, conveying brand personality, optimizing site architecture and product pages, testing improvements, and ensuring consistency across channels. Customers should be provided the right information to make purchasing decisions easily through personalized, well-optimized experiences tailored to each brand and product.
How to Create a Compelling Ecommerce Experience
- 2. You will learn... • How to design a great product detail page. • Why your brand is so important in your online store. • How (and why!) to think like your customer. …and much more! #compellingecommerce
- 3. How do we create a compelling online shopping experience?
- 4. How do we Create a Compelling Online Shopping Experience? • Understand your customer, your business and your technical requirements. • Finding the product, information architecture, and search features. • Provide information the customer needs to make a decision. • Convey the personality of the brand. #compellingecommerce
- 5. Web Analytics is Your Friend • Measure your site architecture heavily: Funnel Analysis – Where do people click from home page? – Where do people click from search results? – What pages cause visitors to leave the site? • A/B test different versions of your biggest drop-off points • Log events: “user performed search”, etc. • Store all the data, even if you don’t use it yet! #compellingecommerce
- 6. Provide the Info They Need. Compel the User to Purchase. Keep it Simple. #compellingecommerce
- 7. Personality of the brand #compellingecommerce
- 8. Tailoring the Shopping Experience to the Product
- 9. What’s the Experience the Customer “Should” Have? • How can you help the buyer make a decision? • How do we highlight the value of the product? • How do we make a connection with the customer?
- 10. Focus on the Personality of the Product while Providing Value #compellingecommerce
- 11. Show the Customer what They Can’t Live Without #compellingecommerce
- 13. Customizing the site experience to the brand identity
- 14. Customizing the Site to the Brand Experience • How do you translate the brand experience online? • What about when your brand isn’t well known? • How does the eCommerce experience play into the experience on other channels? #compellingecommerce
- 21. Make Your Brand known When It Isn’t #compellingecommerce
- 22. Omni-Channel Commerce: “The Endless Aisle” #compellingecommerce
- 23. Omni-Channel Commerce: “The Endless Aisle” #compellingecommerce
- 24. Omni-Channel Commerce: “The Endless Aisle” #compellingecommerce
- 26. Creating an Experience Around Product Detail Pages • What makes a product detail page engaging? • How does the product page provide the user with the information they need to make a decision? • What’s the importance of descriptions within the product page? #compellingecommerce
- 27. Your Images Are Your Product #compellingecommerce
- 28. Your Images Are Your Product #compellingecommerce
- 29. Give the User What They Want and Don’t Know They Need #compellingecommerce
- 31. Related Products: Custom Rules #compellingecommerce
- 32. Key Takeaways
- 33. Key Takeaways • Understand your customer and biz requirements first • Focus on your navigation: let your stats show you the way • Define your brand experience: in store = online = all channels • Cater your product detail page specifically to your product and user #compellingecommerce