E-commerce Website Nuts and Bolts Part

Ecommerce Website Nuts and Bolts – Part 3

In the last two posts in this series, we delved into the following core components for an e-commerce site:
  • Ads
  • Product Catalog
  • Calls-To-Action(CTA)
  • Catalog Navigation
  • Landing Pages
  • Search
  • Recommendation Engines
In this part, I will be talking about:
  • Email marketing
  • Shopping cart
  • Payments, will not be talking about this much from a payment gateway integration and selection perspective but instead from a UX and purchase experience one.
Ecommerce Website Nuts and Bolts - Part 3 Email Marketing When visitors come to your site, you will have their attention for the duration of the visit. They may become a loyal visitor and visit every now and then. Returning visitors come back either by aiming their browsers to the site or clicking ads that bring them to your site. This is the pull model: visitors are simply pulling information by clicking ads or entering URLs. On the other hand, we have the push model, where information from the e-commerce site is pushed to the visitor. Pushing through email is the simplest mechanism for this. Email marketing campaigns help augment existing channels by providing a way to push information to visitors’ in-boxes. It increases the stickiness of your e-commerce site by sending visitors information they might be interested in. It does not, however, help us determine what exact information to send to a specific visitor. Tracking past purchases, browsing behaviour, etc. is what helps us understand what kind of products or deals to mail. If recipients find the deals attractive, they will click the URLs embedded in the email and will be taken to the ecommerce site for making the purchase. Power of email marketing lies in the ability to target each individual past customer or visitor based on his or her preferences, which in turn, increases the chances of a sale. Shopping Cart Shopping cart is the component that keeps track of all the products a visitor has showed an interest in purchasing. This purchase intent is expressed when a visitor adds a product to the cart. From a visitor’s perspective, a shopping cart enables him to collect his products of interest in one place and then purchase them later as single order. It allows the visitor to make a single payment for all the products that he wants to check out or purchase in one go while leaving the other products in the cart for purchase at a later time. From a product manager’s perspective, a shopping cart enables him to get an insight into what products are turning out to be more popular than others as far as purchase intent is concerned. It can help analyse the difference between products that were added to cart and those that were ultimately purchased. Such analysis can help pin-point why the added products were not eventually purchased. Payments The important thing about payments is that they must involve just that, payments. A lot of e-commerce sites require visitors to perform associated steps that distract the visitor from the one simple step of payment. Most of the times, visitors simply leave when presented a convoluted check-out process. Thats all for part three. There is just one more item, user-generated content, that I’d like to talk about in the next post. Till then, comment away! or please email me directly at shehjart AT unbxd DOT com. Thanks!

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