Content Area 1: Ecommerce
Lesson này chúng ta cùng ôn luyện các nội dung liên quan đến 4 chủ đề đầu tiên trong mục Ecommerce. Nội dung về Ecommerce sẽ chiếm 23% bài thi.
- Online Merchandising
- User Experience
- Laws and Regulations
1.1 Online Merchandising
Marketing strategies: Omnichannel, multichannel, SEO, affiliate marketing, social marketing, email marketing, etc.
- Omnichannel: available in literally every touchpoint that a customer wants to interact with the brand. This likely includes a brick-and-mortar presence, website, social, phone and more. This also includes the notion of a customer being able to easily switch channels through their buying process.
- Multichannel: non-integrated touch points. A customer cannot switch channels through the buying process. This more has to do with silos of communication than anything else. (reference: http:// multichannelmerchant.com/blog/omnichannel-vs-multichannel- different/)
- Affiliate marketing: using incentives such as cashback and other rewards to encourage people to recommend your brand.
- Social marketing: the use of social media (Facebook, Twitter, Instagram, Pinterest, LinkedIn, etc) to spread the word about your company and interact with customers.
- Email marketing: the use of email to continue brand awareness. This remains as one of the most effective means of communication.
- Word of mouth marketing: the most effective marketing strategy. A customer loves your brand so much that they tell others about it.
Basic steps of setting up a new online store: Platform selection, hosting, deployment, and maintenance
Determining the platform to start with. If this is a small company with limited funds, Magento is likely not the best option. A SaaS platform is likely to be the best option. It has a low cost of entry (monthly fees) and has many features.
Hosting: There is a plethora of hosting options on the market. It is good to talk with the hosting company to determine the server specifications necessary to find the right balance between computing power and paying too much. Suggestion: Amazon webservice (AWS), Nexcess, Google Cloud.
Deployment: getting the site going. Launching a new site is much easier than migrating existing websites. You just have to point the domain name at the store, remove any temporary protections (such as a password entry present during development), and you are good to go.
Maintenance: the basic level of maintenance (from a developer’s point of view) includes patching. From a store owner’s view, they need to keep the products up to date, fulfill orders, and follow their strategy for growing the company. Patching is activity to update bugs fixed & secure fixed to ecommerce website.
Search strategies: Keyword search, auto-suggest, auto-complete, and guided navigation
- Customers need to find things on your website. Hopefully the search bar is very visible. They will type in a query. Removing the cruft (“and,” “the,” etc.), you are left with likely the keywords of their search. These are the important words used to find products on your website.
- Based on the keywords and phrases used, smart search engines will be able to find other keywords and phrases that are similar to the one that the customer entered.
- This will help guide them to the answer that they are looking for.
- This implies helping the customer reach the decision you want them to reach (likely resulting in a purchase).
- This technology is still up and coming and relatively expensive to do right.
Upselling and cross-selling in ecommerce
- Visible on a product page.
- This tells customers of more expensive or (hopefully) alternative choices to what they are looking at. This provides awareness of other options on your website.
- After the customer has added the product to the cart, we do not want to show choices to what they have purchased. Doing so might lead them to reconsider their options.
- Cross-selling involves showing the customer complementary products: ones that will make using the original product easier or more satisfying.
SEO in ecommerce
Far beyond the scope of this work, but, here’s the summary.
Quality URL structure:
- Don’t use numbers or IDs in the structure. Instead, use words. Not too many, but 75 characters or so in the url.
Good information architecture:
- This describes how your website is constructed.
- What are the paths to the categories? How do they relate to the products? Is there any correlation? What about breadcrumbs? How do you expect people to flow through your website?
- Are there well-organized sections of content?
- Using rel=”canonical” to avoid duplicate content flags.
- The canonical tag tells search engines which single URL is the source for that product.
- Common within Magento will be a product in multiple categories, resulting in the same product page accessible via several URL paths (one for each category). If you don’t tell Google which URL is the “master” (vs. the duplicates), Google will pick one.
- Ensuring that those canonical links exist.
- Helps search engines find the pages on your website.
Other sources: https://blog.kissmetrics.com/seo-for-ecommerce-websites/
- User data security standards in different markets (USA, Canada, Australia, Europe)
- PCI standards and processes
- PA-DSS / PCI-DSS rules and practices
- TLS (SSL) usage in ecommerce
1.3 User Experience
- Usability principles and issues in ecommerce
- Building a good user experience in ecommerce – best practices
- Navigation best practices
1.4 Laws and Regulations
- Disability compliance issues (ADA and its international equivalents)
- US and EU privacy and data protection regulations