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Top 5 mistakes I made replatforming a multimillion dollar eCommerce website

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A case study on replatforming eCommerce that outlines some of the biggest mistakes that were made and proven methods of digging your way out of a hole.

Publicada em: Marketing

Top 5 mistakes I made replatforming a multimillion dollar eCommerce website

  1. 1. Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website Robjohnson Director of eCommerce - Deseret Book @robke| |as
  2. 2. CONTEXT SO FAR IN 2015: — Replatformed a 10+ yr old eCommerce platform - Changed email service providers twice — Developed a new data warehouse - Updated Oracle systems integrations — Replaced call center order entry system Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIla5
  3. 3. REPLATFORMING ECOMMERCE INVOLVED TASKS - Complete redesign of data architecture/ data migration - Brand new hooks into existing infrastructure - New combined product page & cart form - Completely new checkout - Completely new promotions system - New URL structure & switch to https - New tax system - Custom eGift card system - Custom rewards system integration - Implement advanced Google Analytics Top 5 Mistakes l Made Replatforming a Multlmllllon Dollar ecommerce Website 6' @robkellas
  4. 4. RESOURCE LIMITATIONS NO A/ B TESTING . ’fiTii3"= jiI‘. iiiiiiifiilifrifiiffiiiIEia*iai§r¥i3‘éitaii; §§i. '?£iZl§i? ;: -. ‘ iamm
  5. 5. MISTAKE #5 I DIDN'T REALIZE THE IMPACT OF SWITCHING FROM HTTP TO HTTPS (301's & losing campaign visibility) Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkellaS
  6. 6. MISTAKE #5 I DIDN'T REALIZE THE IMPACT OF SWITCHING FROM HTTP TO HTTPS (301's & losing campaign visibility) - Ensure 301's retain campaign parameters - Reconfigure Webmaster Tools website - Ensure all page assets start with https: // or / / Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIIas
  7. 7. MISTAKE #4 I DIDN'T OBSESS OVER REDIRECTING OLD EXTERNAL & INTERNAL LINKS (You can't afford to wait until it's reported in Google Webmaster Tools) Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkellas
  8. 8. MISTAKE #4 I DIDN'T OBSESS OVER REDIRECTING OLD EXTERNAL & INTERNAL LINKS (You can't afford to wait until it's reported in Google Webmaster Tools) - Index old site to grab old URL's & check each URL against the new site in Screaming Frog — Create an event that triggers on 400 pages with referring URL as a label Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIIas
  9. 9. MISTAKE #3 THE MARKETING TEAM DID NOT HAVE A GOOD UNDERSTANDING OF THE NEW PROMOTIONS PLATFORM Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkelIas
  10. 10. MISTAKE #3 THE MARKETING TEAM DID NOT HAVE A GOOD UNDERSTANDING OF THE NEW PROMOTIONS PLATFORM - Work with the marketing team to configure and QA each promotion - Verify orders with the accounting & fulfillment departments Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkelIas
  11. 11. MISTAKE #2 PERFORMANCE/ LOAD TESTING WAS NOT PERFORMED ON CHECKOUT SPECIFICALLY Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkella5
  12. 12. MISTAKE #2 PERFORMANCE/ LOAD TESTING WAS NOT PERFORMED ON CHECKOUT SPECIFICALLY OVERALL SITE SPEED 07% CHECKOUT PAGE LOAD 320% Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkella5
  13. 13. MISTAKE #1 DEDICATED QA & A STABLE STAGING ENVIRONMENT DID NOT EXIST Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkellas
  14. 14. MISTAKE #1 DEDICATED QA & A STABLE STAGING ENVIRONMENT DID NOT EXIST FIRST MONTH REVENUE ON NEW PLATFORM YOY {42% Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIIas
  15. 15. 'IF“'. ‘Q « figs
  16. 16. PREDICTED PROJECT LIFE CYCLE DEV INTENSE : QA I Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIIas
  17. 17. ACTUAL PROJECT LIFE CYCLE INTENSE DEV Top 5 Mistakes I Made Replatforming a Multimillion Dollar eCommerce Website @robkel| as
  18. 18. "I'VE NOT FAILED. I'VE JUST FOUND 10,000 WAYS THAT DON'T WORK. " — Thomas Edison , vrol)Iu; » Ia:
  19. 19. SOME THINGS THAT DO WORK - CREATE A CULTURE AROUND REVENUE IMPACT - IMPLEMENT EVENT TRACKING ON ALL REV IMPACTING INTERACTIONS - APPLY A REVENUE ESTIMATE FOR EACH FEATURE 8: BUG - TRY TO PROVE YOURSELF WRONG AS YOU A/ B TEST - PERFORM YOUR OWN BENCHMARKING Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIIas
  20. 20. SOME THINGS THAT DO WORK - CREATE A CULTURE AROUND REVENUE IMPACT - IMPLEMENT EVENT TRACKING ON ALL REV IMPACTING INTERACTIONS -APPLYA REVENUE ESTIMATE FOR EACH FEATURE 8: BUG - TRY TO PROVE YOURSELF WRONG AS YOU A/ B TEST - PERFORM YOUR OWN BENCHMARKING ORGANIC REVENUE YOY 036% BRANDED SEARCH YOY f20% ORGANIC SEARCH IMP. 1 14% AVERAGE ORDER VALUE I 25% SITE REVENUE CONSISTENTLY PERFORMING {YOY Top 5 Mistakes I Made Replatforming a Multimillion Dollar ecommerce Website @robkeIIas
  21. 21. — ‘, «"‘ (‘EV : ‘ II, ,‘ I/ "‘ " I ’ , /"~. ‘ I . . . , _ ' 1 _ Lg; 5,2‘ I ‘I. J‘ "»_. I - ‘*”'in5;; o:i CI‘. L.3i‘CI‘iIII
  22. 22. (J 9‘ 7:; I Robjohnson Director of eCommerce - Deseret Book @robI<e| |as

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