1.
Website Must-Haves and the E-
Commerce Reality
Shane O’Neill - VP, Fruchtman Marketing

2.
The Millennial Movement?
● Millennials (23-38) have surpassed Baby Boomers as the
nation's largest living generation
● Despite their reputation as primarily online and mobile
shoppers, millennials often research products online but
prefer to shop in store.
● According to a recent study, nearly half (48%) of millennials
said they shop in-store a least once per week compared to 41%
of Gen X and 43% of boomers.
Website Must-Haves and the E-Commerce Reality

3.
The Millennial Movement?
Millennials dominate the
ecommerce conversation
because of their numbers,
but as a group they tell a
different story.
Website Must-Haves and the E-Commerce Reality

4.
So, You Want to Sell Online
Let’s start by defining what an ecommerce transaction is.
1) Actual sales from the website
2) In store sales
Actual ecommerce sales from the website have very low
conversion rate. In addition, most independent jewelers
market locally, which further hinders sales due to
convenience of in-store visits.
Website Must-Haves and the E-Commerce Reality

5.
Website Must-Haves and the E-Commerce Reality

6.
Website Must-Haves and the E-Commerce Reality

7.
Website Must-Haves and the E-Commerce Reality

8.
It’s All About the Experience
In a recent web shopping experience survey 36%
indicated that they would outright abandon a purchase
based on a bad experience and 30% would never
return to that website again. More concerning, 33%
would immediately go to a competitor.
Better Website, Better Business.
Website Must-Haves and the E-Commerce Reality

9.
It’s All About the Experience
In reality your website is your second store and the
experience you provide serves as a virtual sales associate.
Must Haves:
Current Tech
Product Galleries and Details/Descriptions
Opt-ins and Communication
Shopping Cart & Payment
Reviews
Website Must-Haves and the E-Commerce Reality

10.
Current Tech
● Mobile Responsive
● SSL Secured
● Wishlists
● Social Sharing
Website Must-Haves and the E-Commerce Reality

11.
Product Galleries Details/Descriptions
Website Must-Haves and the E-Commerce Reality

12.
Website Must-Haves and the E-Commerce Reality

13.
Opt-ins and Communication
Just like a salesperson in your store, make it easy for
customers to communicate with you.
Multi-Touchpoint Contact Points
Email sign-up, contact form, set appointment form, phone, email, etc
Live Chat
FAQ’s
Website Must-Haves and the E-Commerce Reality

14.
Choosing your platform is an
important component to online success.
● Ease of use, depending on the level of internal staff
evolvement and capabilities.
● Is it affordable? There are many options available for selling
online. Look at what is needed vs. extra features and make
sure the cost will fit into your yearly marketing budget.
● Scalability; can it grow with you?
● How will it look and does it function easily for the user?
Website Must-Haves and the E-Commerce Reality

15.
Managing Products
Part of a great website experience is having products and pricing
online. However, a key factor to successful ecommerce is to make
sure you manage your products. There is nothing worse than a
customer being notified that the product is no longer available.
Weekly audits of inventory, streaming or connecting to your POS
system will make sure products are available if someone wants to
purchase.
Website Must-Haves and the E-Commerce Reality

16.
Options for processing orders
and best practices
There are many options for payment processing and PayPal should
probably be part of consumer options you provide. They are
trusted, insured and many people feel comfortable with making
purchases on most websites via PayPal.
Website Must-Haves and the E-Commerce Reality

17.
Website Must-Haves and the E-Commerce Reality
Shopping Cart & TAXES
Origin vs. Destination Taxes: Origin-
sourced sales are taxed where the seller is
located, while destination-sourced sales are
taxed at the location where the buyer takes
possession of the item sold.
If you live in a destination tax state, and most
do, collecting taxes can be daunting. Look for
services, such as TaxJar to automatically
determine and process proper tax.

18.
Website Must-Haves and the E-Commerce Reality
Google Reviews
Google doesn’t provide details as to how its algorithm
operates. However, reviews can play a significant role in how
websites rank within the SERPs, particularly with local search.
Podium - Great platform to increase reviews in-store with web
integration. Specifically Google reviews the also help with SEO.

19.
Thank You for Attending!