We take a look at what great eCommerce looks like and use Yuppiechef.co.za as an example.

1. eCommerce Best Practice

2. • Based in Cape Town, South Africa, with offices in
USA,UK & Australia.
• Specialist PPC agency with over 50 clients mainly in
Retail & Travel.

3. A little bit about me...

4. Your site should be built for one

5. Figure out what that purpose is.
Is it really eCommerce?

6. This is not eCommerce

7. Neither is this…

8. According to Wikipedia
“Buying and selling of a product or service
conducted over electronic systems such as the
Internet and other computer networks.
Electronic commerce draws on technologies such
as mobile commerce, electronic funds
transfer, supply chain management, Internet
marketing, online transaction
processing, electronic data interchange
(EDI), inventory management systems, and
automated data collection systems”

9. In English
eCommerce is the buying and selling
of services and stuff over the internet
using a payment gateway

10. Manage that inventory!

11. Leave no droid
unturned aka Make
sure you collect all
the data

12. You know what they say about chains…
Make sure yours isn’t weak!

13. Getting people to your site

14. “Give the users
what they want,
and the rest will
follow.”
-Sergey Brin & Larry
Page

15. Where are we today
and where are we going?

16. Yes, there is a difference between
SEO and SEM
Making
your site Adverts
get
found
easier by
Google

17. Search is where users
show their intent

18. Keywords!
Adcopy!
Landing Pages!
The Holy Grail of PPC

19. The Longtail
“Mixer”
$ “KitchenAid Artisan Stand Mixer”

20. WISCAY
AKA Unique Selling Point

21. Homepages are where users go to die
If they have to go to the homepage, make sure
they can search your site easily

22. So what does a great eCommerce site
look like?

23. Great UX is the key to conversion
2 levels
of
navigation
Different
ways of
shopping
Popular
brands are
displayed

24. Compared to this…

25. A quickie is a goodie
Make sure your sight isn’t a yawny.

26. Google offers you a site speed test

27. Yuppiechef got 88 out of 100!
Nifty suggestions to make the site load even quicker!

28. Make sure it is responsive
AKA make sure it can cater for the user’s preferences

29. The content changes as the screen size
does
Make a mobile version for mobile browsers

30. Automatically deliver the content the
audience wants, in the context they’re
in
Either: Optimise the layout of your content
Or: Adapt the content itself – perhaps a summary of
the desktop site

31. Provide Quality Pictures and Descriptions
Photos
AND
videos!
Special
offer!
All sorts
of
colours!

32. Upsell by recommending based on
what other users bought
Online shoppers are interested in each
other’s good taste.

33. Bonus points for customer reviews!

34. Email addresses > Usernames

35. Avoid hidden charges
And, if you’re going to charge, be
transparent!

36. Make it safe!
Easy forms remove user pain

37. Allow for multiple payment options

38. Make it easy to get hold of you

39. Ignore the community at your peril

40. Make sure you don’t let go of their
hand after the sale!

41. Que?