Build and Conquer

cornsilkbistreInternet και Εφαρμογές Web

7 Δεκ 2013 (πριν από 3 χρόνια και 8 μήνες)

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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

b
y
20%
of the causes



20%

80%

80/20 Rule

80%
of the effects are produced

b
y
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

80/20 Rule

80%
of the effects are produced

b
y
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!

80/20 Rule

80%
of the effects are produced

b
y
20%
of the causes


80% of time spent on stuff

that generates 20% of income?


how this would affect your business?


Theory of constrains

Theory of constrains

avoid creating barriers

your 20%

Marketing

Building Ecommerce Site

Design

Technology

How to Build a Site

Typical Timescale


Vendor Selection (1 month)


Project Planning (1 month)


Design (3 months)


Implementation (3 months)


Testing (1 month)


Content (1 month)



10 months

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

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

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


Project Planning


Competitor Analysis


Requirements Gathering (Personae!)



Proposal including cost and schedule estimate

Design

User
Analysis

Persona
Creation

Prototyping

and

Wireframing

Evolve

and

Launch

Design

Persona 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


without personae


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

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

Design

Persona Creation

Design

Structure

Home

news &
articles

this week’s
news

archive

contact us

contact
form

categories

white
wines

product
page

red wines

product
page

sparkling
wines

product
page

services

parties

wine
tasting

Landing
Pages

Design

Templates

Home

categories

red wines

sparkling
wines

services

parties

wine
tasting

news &
articles

this week’s
news

archive

contact us

contact
form

product
pages

white
wines

about us

privacy

Landing
Pages

Design

Wireframes


The Wine Shop

Sign in/Register Your account Help

Basket

Red Wines White Wines Sparkling Wines Wine Cases Services

colours

wine styles

wine types

country of origin

price range

Search for Your Wine

Contact Us

Search

About Us

Selected Product

Type
: Chardonnay, white


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ipsum

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. Integer
nec

sodales

est.
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rutrum

ipsum

a
orci

imperdiet

luctus
.
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feugiat

vestibulum

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amet

auctor
.
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metus

tellus
,
venenatis

interdum

adipiscing

eget
,
hendrerit

ut

lectus
.
Donec

quis

faucibus

turpis
.


origin style alc. content dry/sweet

Add to Basket

Price:
£7.99

Quantity:

Similar products:



product #1



product #2



product #3

Wine Caps Recycling

Design

Wireframes


The Wine Shop

Red Wines White Wines Sparkling Wines Wine Cases Services

colours

wine styles

wine types

country of origin

price range

Search for Your Wine

Search

offer ad

offer ad

offer ad

Sign in/Register Your account Help

Basket

Contact Us

About Us

Wine Caps Recycling

Welcome Message

Design

Evolve & Launch


The Wine Shop

Your account | Register | Help


Red Wines White Wines Sparkling Wines Wine Cases Services

Search for Your Wine

Contact Us

About Us


3 items:


$32.87

proceed to checkout

free customer care line: 0 800 555 4353

colours

wine styles

wine types

origin

price

search

special offer

Beaujolais

2 for 1

only £3.99

Wine Tasting Trips

to Champagne

£199 weekend

£129 Thu/Fri

book now!

learn more

about cork

recycling scheme

Welcome Message

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ipsum

dolor

sit
amet
,
consectetur

adipiscing

elit
.
Aenean

id mi
pellentesque

sem

posuere

pharetra
.
Aliquam

vestibulum
,
odio

ut

convallis

lacinia
,
nulla

odio

luctus

neque
,
euismod

ornare

nisi
dolor

.

Implementation

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


Testing


Alpha


Browser compatibility


Beta

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”

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

Your site is now up & running

but


this is just a starting point of a long journey...

AFTER THE BREAK


OPTIMISING ECOMMERCE

Optimising
ECommerce

this part is based on a lecture
by Prof. Jonathan Briggs

Some Key Ideas


Traditional Computing:



analysis


design


implementation


testing



deployment


maintenance



Essential for Electronic Commerce:


continuous analysis


optimisation


The goal is to increase profit!


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
)

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

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!


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

A/B Testing


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

60%

2
0%

2
0%

A/B Testing for marketing


Test
creative including calls to action


Test
“maintaining scent”


Test
proposition

adword

ad

email
newsletter

try a free sample of X

the best X on the planet!

4
0%

60%

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

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

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