Why Marketers Should Be Customers

Why Marketers should also be Customers?

Why e-marketers should experience the e-buying cycle.

by Stephanie M. Cockerl

next STEPH 2

Agenda

• E-commerce buying process• What happens on the website• Identifying the components of the

checkout process• What one can learn from the process

next STEPH 3

E-commerce buying process

• Search• Shop Around• Seal the deal

next STEPH 4

Search

next STEPH 5

Search Results

next STEPH 6

What happens on the website

Mix Tape KingsR&B

(Rhythm and Blues)Landing Page

next STEPH 7

Search Results

next STEPH 8

What happens on the website

Mix Tape KingsDJ Finesse

Landing Page

next STEPH 9

What happens on the website

Mix Tape KingsR&B

(Rhythm and Blues)Landing Page

next STEPH 10

What happens on the website

Product Detail Page

•Album Cover•Listing of tracks•Add to Cart button

next STEPH 11

The Checkout Process

• Why customers don’t complete the process?

• What can be learned from each step of the process?

• What can be done to make a completed transaction happen.

next STEPH 12

The Checkout Process

1. Order

2. Billing

3. Shipping

4. Confirmation

5. Thank You

6. E-mail receipt

http://www.paypal.com

next STEPH 14

The Checkout Process

next STEPH 15

The Checkout Process

This is wherepotential buyers getstuck, entering theirpayment information.

next STEPH 16

The Checkout Process

next STEPH 17

The Checkout Process

next STEPH 18

The Checkout Process

The Thank You PageThe “goal” page.

This page is a goodopportunity to promote other areas like sales,newsletters, etc.

next STEPH 19

The Checkout Process

The confirmationemail – a vital piece

of the checkout process.

next STEPH 20

What happens on the website

next STEPH 21

What happens on the website

next STEPH 22

The Checkout Process

The order page

next STEPH 23

The Checkout Process

The billing page

next STEPH 24

The Checkout Process

The confirmation page

next STEPH 25

The Checkout Process

Email confirmation

next STEPH 26

Tips to use

• Purchase something from your client’s website at least 2 – 3 times a year

• Keep good notes about what was good and/or could use some work

• Share the findings with stakeholders• Use them to make improvements to the site• Track the changes• Measure the progress

next STEPH 27

Contact Info and Questions

info@nextSTEPH.comhttp://www.nextSTEPH.com866-540-2049