Ecommerce is a quickly evolving universe. Learn which new features in the ecommerce marketplace actually work, convert sales, and will help your business grow. MivaCon 2016, Friday session 2.

1. SESSION TITLE
Presenter’s Name
Ecommerce Trends &
Conversion Best
Practices
PRESENTER:
Steven Soule

2. INTRODUCTION
• Who am I
• What am I passionate about
• What will we be talking about

3. ECOMMERCE
TRENDS

4. Internet of Things
• IoT
– Appliances
• HP Instant Ink
• Whirlpool Smart Kitchen
– Amazon Dash
• Button
• Replenishment
• Talking to Machines

5. Conver[sion]sations
• Examples:
– Siri, Alexa, Google Now, Facebook M
• Practically:
– Dominos Dom
– Amazon Echo
– Operator
– Magic

6. Smarter
• Machine Learning
– To generate better:
• Recommendations, Merchandising, Email Segments,
Fraud Detection, Likelihood to Buy
• Anticipating Customer’s Needs
– Automatic Reorders

7. Diverse & Integrated
• Environments:
– Brick & Mortar, Website, Mobile App, Email,
Social
• Devices:
– Watches, Phones, Tablets, Desktops, Gaming
Devices, Cars, Appliances, VR

8. CONVERSION BEST
PRACTICES

9. User Experience
• Ease-of-use
– Intuitive UI
– Responsive
– Page-load-time
• Impression
– Trusted Brand
– Quality Products / Content
– Pleasant UI

10. User-tailored Experiences
• Amazon
– Logged in vs. not logged in

11. Mobile / Responsive
• Requirement
• Content Prioritization
• Usability

12. Home / Landing Pages
• Describe the breadth of your product
catalog
• Show popular / best selling products
• Direct people further into your site

13. Search & Category Pages
• Encourage Exploration
• Sort By Popularity
• Facets & Filters
– Price, Reviews
• Product Comparisons

14. Product Pages
• Clear Call-to-action
• High Quality Imagery
– Multiple Images, Life-style Imagery, Videos,
Image Gallery
• Rich Reviews
• Value Propositions
– Shipping, Discounts, Return Policies
• Competitor Comparisons

15. Checkout
• Minimize Resistance
– Reduce, Reduce, Reduce
• Offer Free Shipping
• Mobile Wallets
– PayPal, Amazon Payments, Apple Pay, Google
Wallet, Samsung Pay

16. Order Fulfilment & Follow-up
• Cart Abandonment Emails
• Order Confirmation Email
– Offer Suggested Products
– Offer Deals
• Enable Shipping Tracking Emails
• Eventually

17. Social Media
• Offer Customer Service
• Educate Customers
– YouTube Videos
– Follow up for Reviews
– Create Segmented Email Campaigns

18. Testing
• Isolate problems
• Define solutions & winning factors
• Develop variations
• Decide based on quantitative data
• Repeat

19. CONCLUSION

20. Wrapping-up
• Flows not Pages
• Increments not Redesigns
• Cycles not Transactions
• Life not Ecommerce

21. THE END
Thank You!
ssoule@miva.com
@steveosoule

22. Resources
https://moz.com/blog/holygrail-of-ecommerce-conversion-optimization-91-points-checklist
http://ecommerce-platforms.com/ecommerce-news/10-interesting-ecommerce-trends-for-2016-and-beyond
https://www.quora.com/What-are-the-applications-of-Machine-learning-in-E-commerce-industry
https://www.nngroup.com/reports/ecommerce-user-experience
https://blog.kissmetrics.com/dont-do-a-redesign
http://blog.clientheartbeat.com/ecommerce-customer-experience
https://medium.com/chris-messina/2016-will-be-the-year-of-conversational-commerce-1586e85e3991
https://www.linkedin.com/pulse/evolution-top-30-etailers-screenshots-from-1996-2015-centenaro-
https://www.internetretailer.com/hot100/list
https://blog.optimizely.com/2015/10/29/ecommerce-best-practices
https://www.metrilo.com/blog/ecommerce-trends-to-expect-in-2016
http://wemakewebsites.com/blog/ecommerce-best-practices-5-must-know-tips-to-increase-your-online-sales
http://www.visionmobile.com/blog/2015/12/the-internet-of-things-is-about-to-reshape-e-commerce
https://www.producthunt.com/@chrismessina/collections/convcomm
http://techstory.in/chat-based-commerce