Ecommerce Website and Marketing

Ecommerce Website and Internet Marketing
Anema Softwares, Inc. www.anemaindia.com | sales@anemaindia.com | 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 26
Source: comScore Networks, January 2007
Ecommerce Growth
- In 2010 Ecommerce will influence 50 percent of consumer sales
Source: 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 Online
Shoppers
14%
12%
41%
36%
49%
21%
53%
39%
Sites/Carts
too
complicated
Return/Exchange
policies
Fraud/Identity
Theft
Sharing
Personal Info

EcommerceEcommerce 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%
Search
Box
Users
Average
Site
Users
% conversion
rate
Internal Search Conversion Rates
Source: WebSide Story, January 2006Anema Softwares, Inc. www.anemaindia.com | sales@anemaindia.com | 94259-61289 0731-4025544

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”

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 and Marketing

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