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Experts from O3World and RJMetrics discuss best practices for creating a compelling online store.
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#compellingecommerce
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!
How do we create a compelling online shopping experience?
#compellingecommerce
How do we Create a Compelling Online Shopping Experience?
• Understand your customer, your business and your technical requirements.
• Finding the product, information architecture, andsearch features.
• Provide information the customer needs to make a decision.
• Convey the personality of the brand.
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
#compellingecommerce
Provide the Info They Need. Compel the User to Purchase. Keep it Simple.
#compellingecommerce
Personality of the brand
Tailoring the Shopping Experience to the Product
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?
#compellingecommerce
Focus on the Personality of the Product while Providing Value
#compellingecommerce
Show the Customer what They Can’t Live Without
#compellingecommerce
Make it Personal
Customizing the site experience to the brand identity
#compellingecommerce
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
Become the Customer
#compellingecommerce
Become the Customer
#compellingecommerce
Become the Customer
#compellingecommerce
Become the Customer
#compellingecommerce
Make it Unique
#compellingecommerce
Make it Unique
#compellingecommerce
Make Your Brand known When It Isn’t
#compellingecommerce
Omni-Channel Commerce: “The Endless Aisle”
#compellingecommerce
Omni-Channel Commerce: “The Endless Aisle”
#compellingecommerce
Omni-Channel Commerce: “The Endless Aisle”
Creating an Experience Around Product Detail Pages
#compellingecommerce
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
Your Images Are Your Product
#compellingecommerce
Your Images Are Your Product
#compellingecommerce
Give the User What They Want and Don’t Know They Need
#compellingecommerce
Unique Brand Attributes
#compellingecommerce
Related Products: Custom Rules
Key Takeaways
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