Deploying Enterprise Miva Merchant, Thinking Beyond Modules

session two

Deploying Enterprise Miva Merchant

Thinking Beyond Modules, When Out of the Box Isn’t Enough
Bryan Landaburu (@fuze)

President

Twi$er: #mmconf11 | @fuze

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What are we talking about?


In this session we will be talking about…
•  Considering Miva as a plaMorm vs. a shopping cart
•  Mainstream site features that your customers expect
•  The (real or perceived) importance of mobile & social commerce
•  How to manage content on larger sites
•  Thinking beyond click-‐navigaSon
•  Importance of good data
•  How the search experience is impacted by data quality
•  Scenarios in the room


Speakers
•  Bryan Landaburu, President, FUZEblox CMS @fuze

•  Sco$ Zielinski -‐ B7 -‐ SearchSpring @b7i

•  Dan Barbata – FindWa$ -‐ @ﬁndwa$


Hi. My name is Bryan.


FUZE


ParSculars
•  A digitally-‐led agency est. 2003
•  We develop & execute campaigns
for clients naSonwide that include:
–  Web, applicaSon, system, UI design
–  Content Management Systems
–  Business process design
–  E-‐mail markeSng
–  Blog strategy
–  Social & mixed media campaigns
–  E-‐Commerce development
–  Search MarkeSng (SEO/PPC)
–  Advanced analyScs
–  TradiSonal creaSve services


Clients


QuesSon:
Do you see Miva as a PlaMorm or

a Shopping Cart?


QuesSon:
Do you see Miva as a PlaMorm or

a Shopping Cart?
It’s both. Just depends on how you use it.


IMPORTANT:
Remember that modules are not the only way
to add funcSonality to your store.

Modules address simple issues, but their scalability is limited
(typically)


PossibiliSes.

The new Miva plaMorm direcSon allows for integraSon and development
capabiliSes that were never before possible.


Customers.


People decide if they like what they
see online in less than 1 second
Credibility and trustworthiness is determined in 6-‐8 seconds


In those 6 seconds…

Do I trust What do you What should
you? do? I do next?


New Customer ExpectaSons

The way we search, research, the devices we use,

and the future generaSons.


What people expect
•  We connect on new devices; smaller and diﬀerent screen
•  We expect relevant and consistent experiences
•  We expect speedy access
•  We expect clear content developed for us
•  We expect things to be where we anScipate them to be
•  We trust the opinions of others like us
–  More than we trust you
•  We expect honest presentaSons
•  We have very li$le paSence


Do the big commerce sites eﬀect
your business?


New trends in commerce
Niche shopping – members only.


Acquired by Nordstrom for $270M


Maybe those don’t match your
business
What about the big guys?


Do the big commerce sites eﬀect
your business?
YES!


What is consistent on large sites
•  Nice design •  Lots of good, unique photos
•  OpSmized oﬀers •  Reviews and raSngs
•  A$enSon to detail •  Share to social
•  Guided navigaSon •  Mailing lists
•  Diﬀerent but the same •  Customer service access
•  Stepped account concepts •  Clear policies
•  Clear descripSons •  Secure guarantees


Zappos tour

Home Search Results Stumble SuggesSon Detail OpSons Reassurance Checkout


This is ALL possible with Miva.


Fuze Gear System
Our methods incorporate three integrated
systems working together on every page to
generate content, navigaSon, and
Handles all store content, promotions,
experience for the user, centrally managed company pages, blog, etc. Also
by the company. FUZEblox maintains overall structural elements.
CMS

SearchSpring
Intra-‐site
Search

Generates dynamic navigation, left rail MivaSQL
Handles all product and cat
facets, compare, configure, images, product displays,
PPC campaign landings, etc. maintains all customer and
order data, integrates with
back-office systems for order
processing & fulfillment.


FUZEblox


Can your CMS do all this?


IDZone tour

Home Search Results Stumble SuggesSon Detail OpSons Reassurance Checkout


What is the criScal element to
making these experiences work?


More module development?


More module development?
NO.


Data.


Even with data, you need to have a
way to manage it.
Our next presenters can help you get your arms around this.


Site Search & Navigation
presented by SearchSpring


Driving factors
Visitors spend an average of 8 seconds before deciding whether to stay
on a website

60% of online merchants find site search optimization to be the second
most effective way to boost sales

43% of shoppers say the very first thing they do is search for the name
or product or category

Forrester projects that 47% of online revenue comes from repeat
customers


The percentage of shoppers who use site search is typically
15-35%, yet they can contribute half of total revenue


Shoppers who use site search convert 2X to 3X higher than
users who browse only


Faceted Navigation
l  The gold standard of navigation
l  Proven by Amazon.com, lowes.com to maximize
conversion rates
l  The most intuitive, engaging navigation
experience
l  AJAX makes it easy to add to existing category
structures, without affecting SEO
l  Easy admin control of facet sorting, display,
numerical ranges


Faceted Navigation A/B test showed 21% increase in category
conversion rate. Refinements for style, color, etc, yielded 59 more
orders for every 10,000 visits
Before After


l  Live Examples
l  Free SearchSpring Facebook account

l  Q & A

Web: http://www.searchspring.net
Email: info@searchspring.net
Tel: 888-643-9043


Sell More with Good Product Data

Dan Barbata


Overview
•  What is Product Data?
•  What is Good Product Data?
•  Do You Have Product Data Problems?
–  Look at Website User Experience
–  Look Under the Hood (at the Data)
•  How Do You Fix Problems with Product Data?

So You Sell More!


Product Name
Unique ID
DescripNon

AQributes


Good Data = Structured Product Data

SKU Product Name Brand End Material Valve Size

American 2 Cast Iron
40002 American Flanged Cast Iron Ball 2"
Flanged Full Port Ball


American 2 DucSle Iron
4000D2 American Flanged DucSle Iron Ball 1/2"
Flanged Ball

4000D3 American Flanged DucSle Iron Ball 3"
Flanged Ball
Stockham 1 Globe 125#
B13T1 Bronze Threaded Bonnet Stockham Threaded Bronze Globe 1"
Teﬂon Disc


Good Data = Structured Product Data

SKU Product Name Brand End Material Valve Size

40002

Product AQributes
American Flanged Cast Iron Ball 2"


4000D2 American Flanged DucSle Iron Ball 1/2"
Flanged Ball

4000D3 American Flanged DucSle Iron Ball 3"
Flanged Ball
Stockham 1 Globe 125#
B13T1 Bronze Threaded Bonnet Stockham Threaded Bronze Globe 1"
Teﬂon Disc


Product Data Problems


Example 1:
No Facets
Can t ﬁlter search


Under the Hood
SKU Product Name
140256 4 MICHELIN ENERGY MXV-‐4 S-‐8, 225/50/17, TIRES # 13774
140257 4 NICE MICHELIN ENERGY MXV-‐4, 235/65/17, TIRES # 1436
140260 ONE NEW MICHELIN PILOT SPORT, 235/40/18, TIRE # 81999
140261 ONE NEW, MICHELIN PILOT SPORT, 245/40/20, TIRE # 81549


Under the Hood
SKU Product Name
140256 4 MICHELIN ENERGY MXV-‐4 S-‐8, 225/50/17, TIRES # 13774
140260 ONE NEW MICHELIN PILOT SPORT, 235/40/18, TIRE # 81999
140261 ONE NEW, MICHELIN PILOT SPORT, 245/40/20, TIRE # 81549

No Custom AQribute Fields

Example 2:

Too Many Facets
35 values for color


Color

Barely Beige
Beige
Neutral Beige
Wood Beige Under the Hood
Aqua
Blue
Mist
Navy
New Navy
Teal Twi$er: #mmconf11 | @fuze

Color Family

Barely Beige Beige
Beige Beige
Neutral Beige Beige
Wood Beige Beige
Aqua Blue
Blue Blue
Mist Blue
Navy Blue
New Navy Blue
Teal Blue Twi$er: #mmconf11 | @fuze

Color Family Shade

Barely Beige Beige Light
Beige Beige Medium
Neutral Beige Beige Medium
Wood Beige Beige Dark
Aqua Blue Light
Blue Blue Medium
Mist Blue Light
Navy Blue Dark
New Navy Blue Dark
Teal Blue Twi$er: #mmconf11 | @fuze
Medium

Example 3: Missing Facets


Example 3: Missing Facets

Doesn t Add Up
41 helmets, 16 values for Gender

Under the Hood
Product Name Gender

Rawlings Cool-‐flo Youth Bawng Helmet Youth
Rawlings Cool-‐flo Pro Style Bawng Adult
Helmet
Youth Bawng Helmet – Dark Grey

Easton Two Toned Bawng Helmet -‐ Youth

Wilson The One Adult Bawng Helmet Adult
Schu$ Air3 Adult Bawng Helmet – Black Adult
Schu$ Air 3 Adult Bawng Helmet – Red

Schu$ Air 3 Adult Bawng Helmet -‐ White

Easton Junior NaSonal Grip Red Helmet Youth
Rawlings Cool-‐flo Ma$e Bawng Helmet Mens

Under the Hood
Product Name Gender

Rawlings Cool-‐flo Youth Bawng Helmet Youth
Rawlings Cool-‐flo Pro Style Bawng Adult
Helmet
Youth Bawng Helmet – Dark Grey

Easton Two Toned Bawng Helmet -‐ Youth

Wilson The One Adult Bawng Helmet
Missing Gender
Adult
Schu$ Air3 Adult Bawng Helmet – Black Adult
Schu$ Air 3 Adult Bawng Helmet – Red

Schu$ Air 3 Adult Bawng Helmet -‐ White

Easton Junior NaSonal Grip Red Helmet Youth
Rawlings Cool-‐flo Ma$e Bawng Helmet Mens

How do you Fix Problems with...
•  Unstructured Data

•  Semi-Structured Data

•  Complex SKUs


Dealing with Unstructured Data


User Experience -‐ Before

NO Facets
So customer
cannot refine
their search

Clicking Next
Is the only way
to see more
products

Under the Hood -‐ Before
Title DescripNon

1W 1.5 ohm Allen Bradley Carbon Comp Resistors
Carbon Comp Resistor Military Military NOS…

1W 2 ohm Allen Bradley Carbon Carbon Comp Resistors No Structure
Comp Resistor Military NOS…
But lots of good
1W 10 ohm Allen Bradley Carbon Comp Resistors attribute information
Carbon Comp Resistor Military NOS…


2W 5.6 ohm 10% Allen Carbon Comp Resistors
Bradley Carbon Comp Resistors NOS…

1W 10 ohm MIL Allen Bradley Allen Bradley Military
Carbon Comp Resistors Carbon ComposiSo…

Title DescripNon


1W 2 ohm Allen Bradley Carbon Carbon Comp Resistors No Structure
But lots of good
1W 10 ohm Allen Bradley Carbon Comp Resistors attribute information

10 Ohm is in there!
2W 5.6 ohm 10% Allen Carbon Comp Resistors

1W 10 ohm MIL Allen Bradley Allen Bradley Military

Under the Hood Ayer Adding A$ributes
Title DescripNon Brand WaQs Ohms Toler.. Material

1W 1.5 ohm Allen Bradley Carbon Comp Resistors Allen Carbon
1W 1.5 5%
Bradley Comp

1W 2 ohm Allen Bradley Carbon Carbon Comp Resistors Allen Carbon
1W 2 5%
Bradley Comp

1W 10 ohm Allen Bradley Carbon Comp Resistors Allen Carbon
1W 10 5%
Bradley Comp

1W 5.6 ohm Allen Bradley Carbon Comp Resistors Allen Carbon
1W 5.6 5%
Bradley Comp

2W 5.6 ohm 10% Allen Carbon Comp Resistors Allen Carbon
2W 5.6 10%
Bradley Comp

1W 10 ohm MIL Allen Bradley Allen Bradley Military Allen Carbon
1W 10 5%
Bradley Comp

User Experience -‐ Ayer
Refine by 10 Ohms, and you re there


Dealing with Semi-‐Structured Data



Same value in two places



Values in the Wrong Place



Values Need Breaking Up



Values Need Standardization



Attributes Need to be Combined


Overall Overall
Size Wire Length Voltage Amps Color
Length Color
1/4 in 4 in. 4 in. 12 V 30 A Blue
30 A Blue
1/4 in, 16-‐14 AWG 100 y. Black
12 V 15 Nickel
20 A
1/4 in, 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
100 y. 16-‐14 AWG Blue
100 y. 16-‐14 ga. Black


Overall Overall
Length Color
1/4 in 4 in. 4 in. 12 V 30 A Blue
30 A Blue
1/4 in, 16-‐14 AWG 100 y. Black
12 V 15 Nickel
20 A
1/4 in, 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
100 y. 16-‐14 AWG Blue
100 y. 16-‐14 ga. Black

Same Value in Two Places
100ft in both Size and Overall Length

Overall Overall
Length Color
1/4 in 4 in. 4 in. 12 V 30 A Blue
30 A Blue
1/4 in, 16-‐14 AWG 100 y. Black
12 V 15 Nickel
20 A
1/4 in, 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
100 y. 16-‐14 AWG Blue
100 y. 16-‐14 ga. Black

Values in Wrong Place
20A and 30A are in incorrectly in Voltage

Overall Overall
Length Color
1/4 in 4 in. 4 in. 12 V 30 A Blue
30 A Blue
1/4 in, 16-‐14 AWG 100 y. Black
12 V 15 Nickel
20 A
1/4 in, 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
100 y. 16-‐14 AWG Blue
100 y. 16-‐14 ga. Black

Values Need Breaking Up
16-14 AWG is in wrong place and needs to
be moved Twi$er: #mmconf11 | @fuze

Overall Overall
Length Color
1/4 in 4 in. 4 in. 12 V 30 A Blue
30 A Blue
1/4 in, 16-‐14 AWG 100 y. Black
12 V 15 Nickel
20 A
1/4 in, 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
100 y. 16-‐14 AWG Blue
100 y. 16-‐14 ga. Black

Values Need Standardization
15 should probably be 15 A

Overall Overall
Length Color
1/4 in 4 in. 4 in. 12 V 30 A Blue
30 A Blue
1/4 in, 16-‐14 AWG 100 y. Black
12 V 15 Nickel
20 A
1/4 in, 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
100 y. 16-‐14 AWG Blue
100 y. 16-‐14 ga. Black

Attributes Need to be Combined
Color & Overall Color can be combined,
as can Length & Overall Length

Under the Hood – Ayer Re-‐OrganizaSon
Overall
Size Wire Voltage Amps Color
Length
1/4 in 4 in. 12 V 30 A Blue
30 A Blue
1/4 in 16-‐14 AWG 100 y. Black
12 V 15 A Nickel
20 A
1/4 in 16-‐14 AWG 100 y.
12 V 15 A Nickel
12 V 15 A Black
16-‐14 AWG 100 y. Blue
16-‐14 AWG 100 y. Black

Everything in the Right Place


So What Started as…

8 Attributes

19 Values


User Experience -‐ Ayer

Becomes…

6 Attributes

12 Values


Dealing with Complex SKUs


User Experience -‐
Before

Fits Facet
Forces customer to
carefully read each
value.


Before

Which should
I choose?

SKU Fits
1969-‐1971 XJ6
008526 AND
1976-‐1978 XJS

An Extra Complexity
Where attributes are related to each other.
E.g. 1969 goes with XJ6 but not XJS


Under the Hood -‐ Ayer
SKU Fits Year Model
1969 XJ6
1969-‐1971 XJ6 1970 XJ6
008526 AND
1971 XJ6
1976-‐1977 XJS
1976 XJS
1977 XJS
Break Out Each Combination
And roll up on the SKU

Ayer

Clear Navigation
Allows customer to
select exact year &
model of vehicle


Data. The Missing Piece


Good News & Bad News

Bad News Good News
•  You Probably Don t Have •  You have the Data, and it
Structured Product Data Can be Fixed

•  You Can t Get Away With •  Fix Your Data Problems,
it Anymore and Sell More!


Any Other Questions?

Dan Barbata
DAN@FINDWATT.com
415-‐508-‐6805


Q&A


In case you want to reach out
and say what s up…
Drop me your business card if you
want these slides. Or give us a jingle…

twi$er | twi$er.com/fuze

my blog | bryanlandaburu.com

Email | bryan@ifuze.com

phone | 877-‐879-‐3893

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