E-Commerce Web Development
So here's the deal ...
Everyone knows that marketing and selling products online can be a huge revenue opportunity - and we build eCommerce websites. But we also work with clients to plan and execute online marketing programs. This often involves understanding the unique nature of your market, structuring appropriate web marketing goals and designing tactics to execute those goals.
Let us show you how to build a successful eCommerce program.
Best Practices - Some Basics
- Identify target audience and purpose of site
- Give a clear point of difference or unique value proposition
- Employ current SEO methods to target audience
- Provide clear information on the products or services, shipping, etc.
- Simple straightforward design and site navigation, search, checkout, etc.
- Provide a safe & secure validation as a brand promise
Strategy & Planning - Understanding the Goals
- Improve financials & market competitiveness
- Expand brand awareness
- Increase the number of repeat and new shoppers
- Enhance the relationship with the online (or onsite) shopper
- Improve customer loyalty
- Gain customer dependency on products and/or secondary services
Assess the market, current web marketing mix and its effectiveness:
- Take an assessment survey
- Perform discovery & analysis of current web components utilized - web site, email marketing, etc.
- Compile a trend analysis with relevant markets and technology
- Explore audience predictors. Understand the web audience they are trying to reach - demographics, what motivates them, how are they qualified, how do we channel them?
- How to measure success?
- Conversion of visitor to purchaser
- Sign up user
- Repeat purchaser
- Number of positive shopper reviews
- Assess existing customer touch points available to leverage - email lists, membership lists, product packaging, billboards, cell phone numbers, direct mail lists.
- Assess level and quality of current web penetration (if any). How big is the customer's cluster? How big is its web presence? What is its reputation?
- Assess current SEO/SEM requirements and create a plan that is appropriate to the business, timing and budget.
- Choose the tactics - activities, products and services necessary to execute the plan.
- Call to Action Pieces
- Information architecture
- Organization of web information according to goals
- Identification of primary "calls to action" for example:
- Receive our newsletter
- View today's special sale item(s)
- Buy 2 at discount
- Recommend to a friend
- Submit a Review
- Learn More
- Coupon program
- Sign up & join frequent buyer club
- Creation of site navigation scheme
- Primary navigation
- Secondary navigation
- Tertiary navigation
- Easy, secure check out process
- Site search functionality
- Usability assessment
- SEO - (Search Engine Optimization)
- User Analysis - who is coming to your site and what are they doing
- SEM (Search Engine Marketing)
- Banner Ad Management
- Email or Newsletter Marketing
Web Promotional Marketing
- Webcast of latest product/service launch
- Cell phone promotion
- Web contest
- Customer Referral Marketing
- "Share this" concepts for user generated content
- Email-based referrals
- Refer and win
- Refer and spread the word/cause
- Customer Retention
- Premium membership for frequent shoppers
- Social media marketing - Facebook, Twitter, etc.
- Customer recognition programs
- Web programming - website, elearning platforms, social networks, live technologies
- Application installation, module installation
- Web design
- Information architecture
- Media creation - photo shoots, video shoots, audio recordings
- Asset production - videos, images, audio
- Hardware setup - webcams, microphones, computers, monitors
- Server setup / maintenance - We have basic web server options or streaming media servers for live content or YouTube like video delivery
- Unique visitors
- Pages visited
- Time spent on each page
- Search terms
- Bounce rate
- Are you selling more product, gain more membership, spreading your message effectively, etc.?
- Are shoppers contacting you?
- Are they purchasing more than one product?
- Are they signing up, requesting more info, to receive a newsletter, etc?
- Are they qualified customers - the right demographic to reach your goals?
- How many customers have been referred?
Surveys / Polls / Questionnaires
- Tell us how we're doing
- Rate us
- Rate a product
A site's Click through Rate (CTR) is a kind of measurement of how easily a user can move though and get the information they want. You may have heard of the "three click rule". The navigation (or information architecture) is a critical part of the site design and planning phase. For example, an ecommerce site might want to show a set of products at once so the shopper can compare easily without clicking through pages. Then more information can be provided if needed.
Design and Visual Appeal
Great photography can make or break a sale online. Consider the distinction between a clear product shot and a lifestyle oriented image. Which connects best and where? Overall the site needs a consistent brand identity. The trend in web design for e-commerce is clean and crisp. Visual Information is presented in a way that conveys a secure and professional image, a company that you would trust.
Item details including, meta data (i.e. Meta Title, Meta Description and Meta Keyword), Item Title, Specifications carry tremendous value. This is an effective way to help your customers know what an item is. Try to create options for writing reviews on respective products. This feature facilitates retaining your customers longer on your web pages. This level of detail also helps with site search and SEO relevance.
Directions on ordering merchandise; return and exchange policies; terms and conditions; and customer service should be easy to find, read and understand. A telephone number for customer service can help increasing customer loyalty in your site and generate more leads.
Transaction Simplicity and Security
We design the checkout process to be as easy as possible. One of the most important factors of an ecommerce website is the simplicity of its transaction process. If a customer has to click through five or six web pages or fill out a long form, he/she may just tire and give up. A transaction process should be completed within three clicks. We can also implement an express checkout.