Experts from O3World and RJMetrics discuss best practices for creating a compelling online store.

2. You will learn...
• How to design a great product detail page.
• Why your brand is so important in your online store.
• How (and why!) to think like your customer.
…and much more!
#compellingecommerce

3. How do we
create a
compelling
online shopping
experience?

4. How do we Create a Compelling Online Shopping
Experience?
• Understand your customer, your business and your
technical requirements.
• Finding the product, information architecture, and
search features.
• Provide information the customer needs to make a
decision.
• Convey the personality of the brand.
#compellingecommerce

5. Web Analytics is Your Friend
• Measure your site architecture heavily: Funnel Analysis
– Where do people click from home page?
– Where do people click from search results?
– What pages cause visitors to leave the site?
• A/B test different versions of your biggest drop-off points
• Log events: “user performed search”, etc.
• Store all the data, even if you don’t use it yet!
#compellingecommerce

6. Provide the Info They Need. Compel the User to Purchase. Keep it
Simple.
#compellingecommerce

7. Personality of the brand
#compellingecommerce

8. Tailoring the
Shopping
Experience to
the Product

9. What’s the Experience the Customer “Should”
Have?
• How can you help the buyer make a decision?
• How do we highlight the value of the product?
• How do we make a connection with the customer?

10. Focus on the Personality of the Product while Providing
Value
#compellingecommerce

11. Show the Customer what They Can’t Live Without
#compellingecommerce

12. Make it Personal
#compellingecommerce

13. Customizing the
site experience
to the brand
identity

14. Customizing the Site to the Brand
Experience
• How do you translate the brand experience online?
• What about when your brand isn’t well known?
• How does the eCommerce experience play into the
experience on other channels?
#compellingecommerce

15. Become the Customer
#compellingecommerce

16. Become the Customer
#compellingecommerce

17. Become the Customer
#compellingecommerce

18. Become the Customer
#compellingecommerce

19. Make it Unique
#compellingecommerce

20. Make it Unique
#compellingecommerce

21. Make Your Brand known When It Isn’t
#compellingecommerce

22. Omni-Channel Commerce: “The Endless
Aisle”
#compellingecommerce

23. Omni-Channel Commerce: “The Endless
Aisle”
#compellingecommerce

24. Omni-Channel Commerce: “The Endless
Aisle”
#compellingecommerce

25. Creating an
Experience
Around Product
Detail Pages

26. Creating an Experience Around Product Detail
Pages
• What makes a product detail page engaging?
• How does the product page provide the user with the
information they need to make a decision?
• What’s the importance of descriptions within the product
page?
#compellingecommerce

27. Your Images Are Your Product
#compellingecommerce

28. Your Images Are Your Product
#compellingecommerce

29. Give the User What They Want and Don’t Know They Need
#compellingecommerce

30. Unique Brand Attributes
#compellingecommerce

31. Related Products: Custom Rules
#compellingecommerce

32. Key Takeaways

33. Key Takeaways
• Understand your customer and biz requirements first
• Focus on your navigation: let your stats show you the
way
• Define your brand experience: in store = online = all
channels
• Cater your product detail page specifically to your
product and user
#compellingecommerce