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Build and Conquer or How to Build and Optimise ECommerce Sites

Build and Conquer or How to Build and Optimise ECommerce Sites. CI3103 Electronic Commerce Lecture by Dr Jarek Francik contributed by Prof. Jonathan Briggs Kingston University London 2011, 2012. Introduction: Thumb Rules. 80/20 Rule. 80% of the effects are produced

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Build and Conquer or How to Build and Optimise ECommerce Sites

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  1. Build and ConquerorHow to Build and Optimise ECommerce Sites

    CI3103 Electronic Commerce Lecture by Dr JarekFrancik contributed by Prof. Jonathan Briggs Kingston University London 2011, 2012

  2. Introduction: Thumb Rules

  3. 80/20 Rule 80% of the effects are produced by 20% of the causes
  4. 80/20 Rule 80% of the effects are produced by 20% of the causes 80% of income from 20% of population 80% of time spent in 20% of your house 80% of crashes caused by 20% of bugs 80% of development on 20% of code
  5. 80/20 Rule 80% of the effects are produced by 20% of the causes 80% of visitors only see 20% of the website 80% of income is made by 20% of customers 80/20 rule doesn’t apply to conversion rates: they are usually much lower!
  6. 80/20 Rule 80% of the effects are produced by 20% of the causes 80% of time spent on stuff that generates 20% of income? how this would affect your business?
  7. Theory of constrains
  8. Theory of constrains your 20% avoid creating barriers
  9. Design Building Ecommerce Site Technology Marketing

  10. How to Build a Site

  11. Typical Timescale Vendor Selection (1 month) Project Planning (1 month) Design (3 months) Implementation (3 months) Testing (1 month) Content (1 month) 10 months
  12. Vendor Selection Freelancer £20 - £40 per hour just one developer working on the project Mid-range £40 - £65 per hour small businesses: more resources, more expertise Upper range £65 - £125 per hour challenging solutions, online marketing skills, dedicated project manager Top price £125+ per hour
  13. Project Planning Build the Model: use reliable data forecast for: conversion rates retention rates average order value prepare for: best case realistic case pessimistic case HOW? use reliable KPI (Key Performance Indicators) for your market sector ask your colleagues in IT and business use analytics software (to be presented in the 2nd part of this lecture
  14. Project Planning Prepare and explore alternatives Examine costs Identify features that matter (80/20): navigation & search product content and imaging marketing tools integration reporting, analytics, optimisation
  15. Project Planning Competitor Analysis Requirements Gathering (Personae!) Proposal including cost and schedule estimate
  16. Design
  17. DesignPersona Creation Karen is 21 and is engaged to be married She wants to show her boyfriend, Gary, the types of wedding rings she really loves She has not bought much from the web although she uses Facebook a lot She is a bit afraid of using her credit card online Karen wants Gary to spend a thousand pounds on a ring – he can afford it She wants to let him make the final choice so that it is a surprise
  18. DesignPersona Creation without personae with personae What user goals should we serve? Karen won’t understand this product description How can we help Karen to buy more of what she wants? We have to serve Karen’s goals first We need to build our brand by satisfying Karen’s needs What functionality should we offer? I don’t like how this is written How can we sell more of these products? We have to serve the needs of all our users We need to convey more of our brand messages
  19. DesignStructure Landing Pages
  20. DesignTemplates Landing Pages Home news & articles privacy contact us about us product pages categories services this week’s news archive contact form red wines white wines sparkling wines parties wine tasting
  21. DesignWireframes The Wine Shop Sign in/Register Your account Help Basket Red Wines White Wines Sparkling Wines Wine Cases Services Selected Product Search for Your Wine colours Type: Chardonnay, white LoremipsumLoremipsumdolor sit amet, consecteturadipiscingelit. Curabiturcommodolacinianunc, a rutrumenimporttitor et. Phasellusvulputate, justo at facilisisconsequat, eratfelisvariuslorem, utgravidasem lacus velturpis. Curabituregestasviverratortor, egetsodales nisi interdum a. Aliquamnecliberoenim. Integer necsodales est. Proinrutrumipsum a orciimperdietluctus. Vestibulumfeugiatvestibulumlectus sit ametauctor. Vivamusmetustellus, venenatisinterdumadipiscingeget, hendreritutlectus. Donecquisfaucibusturpis. origin style alc. content dry/sweet wine styles wine types country of origin price range Search About Us Price: £7.99 Add to Basket Contact Us Similar products: product #1 product #2 product #3 Quantity: Wine Caps Recycling
  22. DesignWireframes The Wine Shop Sign in/Register Your account Help Basket Red Wines White Wines Sparkling Wines Wine Cases Services Search for Your Wine colours wine styles wine types country of origin price range Welcome Message Search About Us offer ad offer ad offer ad Contact Us Wine Caps Recycling
  23. DesignEvolve & Launch The Wine Shop Your account | Register | Help 3 items: $32.87 proceed to checkout free customer care line: 0 800 555 4353 Red Wines White Wines Sparkling Wines Wine Cases Services Search for Your Wine colours wine styles wine types origin price Welcome Message Loremipsumdolor sit amet, consecteturadipiscingelit. Aenean id mi pellentesquesemposuerepharetra. Aliquamvestibulum, odioutconvallislacinia, nullaodioluctusneque, euismodornare nisi dolor. special offer search Beaujolais Wine Tasting Trips to Champagne £199 weekend £129 Thu/Fri book now! About Us Contact Us 2 for 1 only £3.99 learn more about cork recycling scheme
  24. Implementation
  25. Implementation Bespoke systems PHP – a very bad idea Java, ASP.NET, Ruby on Rails – slightly better... PHP frameworks (Zend, CakePHP, Yii, Drupal, Joomla) Installed frameworks Magento Ecommerce osCommerce (>7,000 community add-ons) Hosted solutions Shopify Volusion
  26. Testing Alpha Browser compatibility Beta
  27. Content (copywriting) Get through alpha and beta tests first... Completed system is like an empty box... Content writing is important Start writing when the site is commissioned Use a “content hero”
  28. Content (copywriting) Product descriptions News Resources Reviews FAQ’s About Us Policies E-mails Product shots (from different angles) Hero images Other pictures Logos & Icons
  29. Your site is now up & running but – this is just a starting point of a long journey... AFTER THE BREAK – OPTIMISING ECOMMERCE

  30. Optimising ECommerce

    this part is based on a lecture by Prof. Jonathan Briggs
  31. Some Key Ideas Traditional Computing: analysis – design – implementation – testing – deployment – maintenance Essential for Electronic Commerce: continuous analysis optimisation The goal is to increase profit!
  32. Some Key Ideas Consider your website in the context of your business Businesses evolve and so do the websites Effectiveness of on-line marketing can be tracked (very much unlike the traditional business) Focus on what really generates the income Improvements are subject to careful planning ROI – Return on Investment Evolution rather than revolution (small changes)
  33. Key Indicators Numbers of visitors Sources of traffic Landing pages Bounce rates Returning visitors Visitor demographics Time on site Goal completion Changes over time Advertising ROI Conversion rates
  34. A Bit of Economy A small store: Daily visitors = 1,500 Conversion rate = 2% Average order value = £23 Q: What is the monthly revenue? 1,500 * 30 = 45,000 visitors monthly 45,000 x 2% = 900 orders 900 x £23 = £20,700 monthly (this is revenue, not profit) Q: If conversion rate increases to 2.2%, what’s the revenue: 45,000 x 2.2% = 990 orders 990 x £23 = £22,770 (£2,070 more!) Q: if average order is now £28, what happens: 990 x £28 = £27,720 These two changes made £7,020 extra revenue!
  35. Improving Your Site Marketing Search engine optimisation Customer journeys improvement Better landing pages Recognise repeat visitors Remove barriers Improve information Improve calls to action Improve decision support Improve customer service Change the proposition:free shipping, 2 for 1,click & collect
  36. A/B Testing 60% 20% 20% Test out your changes by offering different experiences to your visitors Different calls to action, design, information, offers Don’t assume that there are general rules Test the big changes first Use a testing tool such as Google Website Optimizer Add to basket Add to order Buy
  37. A/B Testing for marketing adword ad 60% try a free sample of X Test creative including calls to action Test “maintaining scent” Test proposition 40% email newsletter the best X on the planet!
  38. Statistics Sites convert 1% - 8% of their visitors to customers Small changes can have dramatic effects on revenue: going from 1% - 2% doubles revenue Acquiring new customers can be more expensive than retaining customers Many sites are optimised rather than being redesigned
  39. What should you learn? How to read analytics and look at the key numbers Some basic business thinking How to design small experiments How to think like your client That this applies to ALL web design and not just eCommerce
  40. Issues involved Tracking visitors versus tracking patterns Privacy and data protection Seeing the wood for the trees Working with clients and designers Lessons from one site won’t necessarily transfer to another
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