E-commerce website home page guidance

Great piece on E-consultancy regarding what you should have on your home page.

“When a consumer lands on a homepage they are at least one step into their journey and want to continue moving closer to their goal/macro-action.  

A consumer may have come from:

  1. A search engine.
  2. A marketplace.
  3. Viewed another form of media stimulating an action (received an email, saw a TV commercial).
  4. A competitor site where they had a poor experience.

Customer’s rarely think, “I hope this retailer has the product I am looking for on the homepage.”   

The ideal home page should have a sound balance of functionality and content to present four fundamental navigation options:

  1. Large search box.
  2. Clearly displayed main navigation bar/menu.
  3. Mega menu.
  4. Content tiles in the body of the homepage pictorially representing main categories.
Plus lots of great examples.

B2B e-commerce: driving sales with B2C experience [video]

Magento recently sponsored the “Driving B2B Growth With Consumer-like Experiences” webinar that focused on the evolving world of B2B eCommerce and how businesses use B2C best practices to fuel their growth. It featured contributions from Forrester & Internet Retailer. B2B e-commerce is more than twice the size of B2C in the United States ($780 billion vs. $325 billion). Forrester also reports that B2B eCommerce will top $1.1 trillion in the US by 2020, and that mobile will represent 26% of B2B traffic by 2016.

Here are the slides & commentary.

Spring Fair 2015: how to increase your online sales [slides]

Roger Willcocks’ presentation at Spring Fair 2015. “A whistle-stop, rapid fire tour of e-commerce tips and advice that retailers can implement on their e-commerce websites based our experience working with the creative, marketing, and technical teams of hundreds of niche retailers. The talk covers practical examples of ways in which you can increase traffic, improve engagement and conversions and generate more sales from retail websites.”

E-commerce predictions for 2015 [interviews from @OmetriaData]

E-commerce predictions for 2015 [interviews from @OmetriaData]

It’s that time of year when the pundits start predicting. Here’s the first set of e-commerce predictions, collated by Ometria.

Here’s a summary, but they’re all covered in detail in a rather splendid infographic.

– The connected (multi-device, mobile) consumer
– Personalisation & segmentation
– Paid social advertising
– Mobile payments
– Content marketing
– ApplePay
– Lean, mean marketing teams
– Community story-telling
– Creativity in SEO
– Single view of customer
– Focussed messaging
– Better use of data
– Internationalisation
– Social targetting
– Process, centralisation & effectiveness
– Inter-departmental cohesion
– Cross-device marketing & video
– Adding value beyond purchase
– Data-driven decision-making

Predictions for 2015

How to present e-commerce shipping information [via @econsultancy]

How to present e-commerce shipping information [via @econsultancy]

Excellent study by Econsultancy of 12 different approaches to explaining & presenting shipping information.

Per Econsultancy: “The number one cause of checkout abandonment is unacceptable delivery costs. A study conducted last year by eDigitalResearch and IMRG found that 77% of online shoppers have abandoned their basket in the past year, with 53% citing unacceptably high delivery costs as the main reason for bailing.”

The article considers – inter alia – Amazon, John Lewis, Office, ASOS & House of Fraser.

Read the whole article here.

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