ECOMMERCEROUNDTABLEOFDOOOOOM!
WordPress Rhode Island
@wordpresspvd

President, Linchpin
AARONWARE
▸ 15+ Years as a Web Professional
▸ 7ish Years Using WordPress
(right around WP 2.0)
▸ Lots of E-Commerce Experience

KEEPITCASUAL@wordpresspvdSource

Topics For Tonight
THESEARESUGGESTEDTOPICSNOTREQUIREMENTS
▸ Popular E-Commerce Solutions We All Use
▸ Security
▸ Tracking and Conversion
▸ Promotions
▸ Determine If a Project is Right For You (too big or too small)
@wordpresspvd

Various Platforms
POPULARE-COMMERCESOLUTIONS
▸ WordPress (Woo, EDD, Jigo, etc.)
▸ Magento (CE, Enterprise, 1.x vs. 2.x)
▸ SAAS (Shopify, Big Commerce, Amazon Market Place)
▸ Drupal (uber cart)
@wordpresspvd

Questions To Ask To Determine If The Project Is Right For You
PITCHINGE-COMMERCETOPOTENTIALCLIENTS
If you have the opportunity to work on an e-commerce project, below are some quick
questions for your potential client:
▸ Is PCI Compliance required?
▸ How is the client handling fulfillment?
▸ Can the client handle more volume?
▸ Are there any requirements for custom or prebuilt integrations? (Enterprise
Resource Planning, Point of Sale, Custom exports)
@wordpresspvd

YOUCAN’TJUSTOPENAWEBSITEAND
EXPECTPEOPLETOFLOODIN.IFYOU
REALLYWANTTOSUCCEEDYOUHAVE
TOCREATETRAFFIC.
— Joel Anderson, Walmart CEO
@wordpresspvdSource

Successful E-Commerce Is The Result Of Successful Outreach
THEMOSTSUCCESSFULSTORESARETHEMOSTACTIVE
▸ Targeted Social Media (Pick a platform that works for the audience)
▸ Blogging (and I mean actually doing it)
▸ Organic Search (Local listings if brick/click and mortar)
▸ Paid Placement (When warranted)
▸ Creative Campaigns to Get People’s Attention
▸ Promotions! Promotions! PROMOTIONS!
@wordpresspvd

Incentivizing Return Customers
PROMOTIONS
▸ Loyalty / Rewards Programs
▸ Newsletters / E-blasts w/ coupon codes
▸ Direct Mailers (this is very audience specific)
▸ Customer Segmentation Promotions
▸ Social Promotions. Great during Black Fridays, Cyber Mondays and last minute
shoppers
▸ A/B Testing in conjunction w/ analytics and conversion tracking
@wordpresspvd

WHOISTHENUMBERONEVOLUMESELLEROF
EYEWEARINTHEWORLD?
— Aaron Ware
Quiz Time!
@wordpresspvd

ESSILOR&
FGXINTERNATIONAL
Answer
▸ FGX and parent company Essilor sell more eyewear units than any other competitor
in the world.
@wordpresspvd

UNDERSTANDING&ADAPTINGTO
CONSUMERTRENDS
Analytics & Metrics
@wordpresspvd

Analytics & Metrics
UNDERSTANDINGYOURCUSTOMERSTHROUGHANALYTICS
▸ Sales numbers (obviously)
▸ Who is their number one customer?
▸ What do they know about them?
▸ What are their peak sales times, hours, days, months or season?
▸ Cart Abandonment
▸ Returns/RMAs
▸ Conversion, Conversion, CONVERSION
@wordpresspvd

CUSTOMERPULSE
Understanding What Works
@wordpresspvd

The Best Customer To Land Is The One You Already Have
CUSTOMERSATISFACTION
▸ How are customers responding to the e-commerce experience?
▸ Site Reviews
▸ Product Reviews
▸ Surveys
@wordpresspvd

THANKSFORCOMINGANDSEE
YOUATTHENEXTMEETUP!
@wordpresspvd