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Day 1 BVAccel + add-shoppers
- 1. 10 Pitfalls to Avoid When Replatforming to Shopify Plus Replatforming & Optimizing Shopify Plus Mini Series: Day 1
- 2. Your presenter Andrew Pizula Director of eCommerce Solutions
- 3. I. About BVAccel II. About Shopify Plus III. 10 Pitfalls IV. Q&A V. Wrap Up Summary
- 4. BVAccel Fastest growing Shopify Agency in the the world and the only agency who is an official top partner with: We’ve Transformed over 50 brands:
- 5. About Shopify Plus A cloud based, fully hosted enterprise ecommerce platform for high volume merchants. Fully Hosted Unlimited Bandwidth 0% Transaction Fees 99.99% Server Uptime Dedicated Account Manager Migrate from Magento offer
- 6. 10 Pitfalls to Avoid How to recognize the most common pitfalls with examples
- 7. #1 “I need a platform that will let me develop anything I want.” Do you want to be a technology company or focus on selling your products? Pick an ecommerce platform that enables your marketing team to scale the business
- 8. #2 “I need to be on the platform that my largest competitors are on.” Shopify can now do things that the big players can do at a fraction of the cost.
- 9. #3 Shiny Object Syndrome Don’t re-platform with the intention of implementing every bell and whistle you’ve ever imagined
- 10. #4 “I want the most unique looking site out there.” There needs to balance between Design + Conversion
- 11. #5 “We must preserve all features!” Define the features are critical to your business and what brings the most value.
- 12. #6 “It has to be perfect when it launches!” Don’t extend your timeline for features that may not be critical. Outline an MVP, launch it, and build features over time.
- 13. #7 “We can just rely on the newer system to handle it.” Yes, you are implementing a new ecommerce system, but make sure it supports your operations.
- 14. #8 When you build it they will come! Don’t forget about the top of the funnel! Focus on attracting the right customers!
- 15. #9 Don’t sweat the small stuff 80% of your revenue will come from 20% of your feature list.
- 16. #10 Thinking that features will work Don’t think it, prove it with data. Become data driven.
- 17. Additional Questions for Andrew? andrew@bvaccel.com @BVAccel To learn more about BVAccel, visit: www.bvaccel.com Join us tomorrow at 2pm EDT for Day 2 of our Replatforming & Optimizing Shopify Plus Mini Series! Be prepared for more actionable insights from another BVAccel expert, along with AddShoppers Director of Growth, Peter Messmer.
Hinweis der Redaktion
- Andrew Pizula, Director of eCommerce Solutions, He’s our Shopify Plus solutions lifeline. With over 5 years of eCommerce platform experience, Andrew creates and implements solutions strategies for new opportunities. He’s worked closely with Zendaya, Frame Denim, The Giving Keys, K-Swiss, Oscar De La Renta, Jewlery.com and more. At BVAccel he leads the eCommerce solutions team to achieve one primary objective, which is to ensure that every client that re-platforms to Shopify Plus receives the highest quality webstore.
- 10 Pitfalls to Avoid When Replatforming to Shopify Plus Andrew Pizula, Director of Ecomm Solutions at bva I’m responsible for business development and working on re-platforming projects from various platforms (BigCommerce, Magento) and migrating them to the Shopify Plus platform. So to give some context, I want to provide some background on our agency, BVA, and a bit about the Shopify Plus platform before going into the 10 pitfalls to avoid when replatforming, which will all be centered around migrating TO Shopify Plus. Then we can open it up to QA / wrap up
- BVAccel is a full service ecommerce agency that focuses on the Shopify Plus and Optimizely platforms. We’ve been around for about 3-years, and worked with some of the largest names on Shopify Plus - this includes Redbull, P&G, MVMT watches, Hallmark, The Giving Keys, Kopari Beauty and many others. We are also the only Shopify Partner that is also a 3-star partner with Optimizely, which means we really understand how the UX changes & best practices we implement affect revenue per visitor We also work with our clients across the entire ecommerce funnel, that including user acquisition, conversion rate optimization and retention strategies. And since we’re in a position to really guide our clients, we are very data driven and make sure we can tie an ROI to our recommendations and our client’s investments. BVAccel is strategically aligned with the best platforms in the business and laser focused on what we call the 3 pillars of eCommerce - conversion, retention and acquisition. We've helped transform more than 50 brands -- Red Bull, Telescopes.com, Proctor and Gamble (P&G), MVMT Watches, Milkbone (Big Heart Pet Brands), Gillham Studios (Hallmark), Frame Denim, Zendaya, and more. When our team of diverse leaders work on a project together, we focus on problem solving, superb UX and scalability - the result is beautiful online storefronts and steadfast, lasting relationships.
- We’ve built our whole business around specializing in the Shopify Plus platform for a number of reasons which you’ll hear throughout the presentation. but Shopify Plus is a cloud based ecommerce platform that has been developed with high volume merchants in mind. Shopify itself has 275k merchants (of all sizes) on the platform, with a very large and growing developer community. The Shopify Plus team is focused on building out an enterprise version for more sophisticated / high volume merchants. These additional feature developments including more available APIs, more control over checkout, access to injecting scripts (code control), etc. The platform itself is very robust, and offers a ton of flexibility AND without the high price point that usually comes with enterprise applications.
- BVA Shopify Plus 10 pitfalls to avoid when migrating ecomm platforms
- This has been the most notable shift in the market for me. Our founder all the time will say that there is a shift in the ecommerce platform space, where the platform has gone from the the CTO-suite to the CMO-suite, and I completely agree. There are on-premise solutions like Magento that give you a ton of development flexibility, but then you carry the burden of managing your own technology / infrastructure (or paying someone to do that for you) . On the other hand you have SaaS platforms like Shopify that give you an amazing platform where you don’t have to worry about the technology or hosting/infrastructure. This really boils down to what you need and what your goals are. The way I see it for most b2c retailers, you should NOT pick an ecomm platform just because it allows you to develop anything you could ever imagine, but rather pick a platform that enables you to be agile / nimble from a marketing standpoint (make updates, campaigns, banners, personalization) and still deliver an amazing frontend experience to your customers. Your life will be much less stressful if you don’t have to worry about site speed, infrastructure, or crashing during spikes in traffic.
- 5-10 years ago, merchants were forced to choose technologies like IBM, ATG or even Magento at the mid market to accomplish things like responsive design and ERP integrations -- but that’s not the case anymore. Technology has caught up. What I suggest is Pick a platform that will handle your technology requirements and allow you to scale. Shopify has incredible front-end flexibility and the APIs allow us to build custom functionality and integrate with virtually any backend system. We have taken on Shopify projects for some very large and sophisticated business that had complex requirements - we’ve integrated with ERP systems like NetSuite, SAP, and even completely custom backend systems. As you can imagine, these were implemented at a fraction of the cost of the competition, and those companies are much better off spending the additional savings on marketing to drive traffic to the top of the funnel. Don’t over invest in technology - you probably don’t need it. Instead invest in marketing
- Many companies come to the table with some really big and crazy ideas. Whether it’s design your own product builder, VR shopping or virtual fitting room, etc. Big ideas are great, and they’re all possible, but that shouldn’t give you tunnel vision. It’s always good to back up, understand your business goals, understand WHY you are doing this re-platform, what are the challenges with your current platform, and set KPIs From there, it’s much easier to put together a project plan, and list of requirements that address those goals… then after phase 1, let’s work iteratively, and implement the big ideas
- There’s a balance to strive for here. Everyone wants a unique site. It’s the face of the brand, and it’s important to get that right first impression across. But At the same time, everyone wants the best conversion rate. A pure creative or branding agency may produce beautiful aesthetics, but their expertise may not lie in web / ecommerce UX. This is part of the reason why BVA as an agency takes design in-house. Our approach with design is to make sure that we are representing the brand image and telling the brand story correctly, but also making sure that it is optimized to convert. The goal from a conversion standpoint is to build a site that addresses your various user personas / audiences, and structure the site that allows them to find what they are looking for and check out in the fewest clicks possible, and remove all barriers to checkout. Make it unique, but not to the detriment of UX / conversion
- When looking at ecommerce platforms, I don’t think a side by side comparison of just features is really relevant by itself. No single platform is going to be the best at EVERYTHING. Most platforms overlap in probably 80-90% of their feature sets, but may handle certain features differently. For example, Shopify has a great feature set, and it’s always worth exploring how that feature set can handle your business requirements (OR you can explore changing your requirements to fit within the native platform, especially if they don’t impact revenue). IF THAT DOESN’T WORK, you will want to look at an app in the ecosystem that can accomplish your goal (so you don’t have to reinvent the wheel), AND IF THAT DOESN’T WORK, you can always look to custom development. so #1 be open to the idea of handling requirements creatively and it will make the transition much easier. #2 - It might also be a good time to do some clean up of your features. It might be a worthwhile exercise to look at specific unique features and see if they are relevant, or bring a lot of value to the business. For example, I worked with a company that had a very unique product finder, 6-7 dropdowns, every dropdown was predicated on the previous dropdown, lots of logic built into it, and it was all custom. It’s possible for us to rebuild this tool, but after looking into it further, they realized that they could only attribute 1% of their traffic actually using this tool. At that point, you have to decide if it’s worth the investment (and is it that useful). The way I like to approach the feature list is to prioritize features based on ease of implementation and what brings the most value to the business. And this is especially relevant when you talk about custom feature development.
- This goes back to Shiney Object Syndrome. It’s important not to get stuck on a long feature list that will extend your timeline. I always recommend launching an MVP for a number of reasons (different for every business). #1 You will see a quicker ROI if you are able to launch in a quicker timeline. And then you can always iterate on that initial launch #2 You are going to learn a lot about how your users interact with the site after the first launch. This will impact how you prioritize new features that will bring the most value to the business. Another example I’ll share is that people often times want to invest in advanced search tools (where they can have search merchandising, suggested items, predictive typing). These are amazing tools, but it’s important to note how often the search bar is used. How much of your traffic uses the search bar today? What kind of sales can you attribute to the search tool, and the potential lift from a more sophisticated search tool? Once you understand the data, it should be easy to determine if its worth the investment Launch an MVP, and build over time.
- This is more of an operational pitfall. But sometimes companies will get in the mindset that this new system will support everything frontend and operations. It’s important to evaluate all the systems that are being used today, and which ones have an impact on the storefront. Most sophisticated or larger companies are running various systems in the backend (ERPs) to manage orders, warehousing, fulfillment, inventory, etc., it’s important to define the roles of each of those systems. What is your ecommerce platform replacing, what is it not. This will also drive requirements around what systems need to be integrated with one another (in terms of inventory, order processing, customer data, etc.) Just make sure that’s not overlooked.
- This is my plug on marketing. This is the trap where companies will spend a LOT of their budget on design and development, and put the the user acquisition on the back burner. The point is to just consider the entire ecommerce funnel. You don’t want to be in a position where you design a beautiful website that converts really well, and then don’t have capital or strategy to drive significant traffic to the site. Evaluate your traffic, understand what channels are working well, and focus in on those channels that are most profitable, whether it be paid social media marketing, affiliate influencer marketing, PPC, seo, content strategy, etc.
- This goes back to working in phases, but you should prioritize those items that are going to bring the most business value. And don’t get hung up on your wish list of features or edge cases. I think that for most feature lists I see - its the 80/20 rule, 80% of the revenue comes from 20% of the features. Speaking of phases, the other piece I’ll add is that it’s very important to pick a platform that provides you with the ability to easily expand your feature set and experiment with new technologies. This is one of the reasons that we partner with Shopify - the ecosystem that is available makes it easy to add apps, and gives you a lot of agility to quickly deploy new iterations of the site so you can scale after the initial launch. Also, Shopify is pushing the boundaries on many new ecommerce features - for instance they are one of the first ones to make Apple Pay available to their merchants. And since they are a SaaS they can push out that feature to all merchants on the platform, rather than having to build it in or upgrade yourself. So again - don’t over complicate your feature list, and pick a system that has a healthy and innovative ecosystem
- This is my slide on pushing data-driven culture. I heard an acronym at the last conference - It was at HiPPO - and it stands for “highest paid person’s opinion”. I think some teams fall into this trap where they see competitors doing something, or websites that they like and want to implement it on their own. If everyone is just thinking of ideas and making random suggestions, (1) that’s not the best way to make decisions, (2) seniority will always win. BUT data will trump seniority. That’s why its great have a system that allows you to easily experiment, and quickly be able to reference the data to see if its a win. There are a ton of tools out there that are really accessible like GA and Optimizely, and it gives you everything you need to start analyzing... Where are your users coming from? Where are users bouncing? Where are they going? What is their journey? Where are they dropping? Why aren’t they converting? This allows you to focus your efforts on where your traffic is succeeding and fix what is failing. AND with that said, this ties in perfectly to the next session with our Director of CRO around optimizing with Optimizely. That concludes my presentation and can open it up to any questions.