maintenance.
488
Part 3 Implementation
The design phase will require much less input than for a bespoke system. It will focus
on issues of how to tailor the user interface, database structures and security of the off‑ the‑
shelf package to the needs of the digital business solution. The build and implementation
phases will still be involved and, as for any implementation, the project manager will have to
schedule software and database configuration, data migration, testing and training.
An illustration of a typical project schedule for a sell‑ side e‑commerce system is illustrated
in Box 10.2.
Mini Case Study 10.2
Def- Shop.com provides Europe’s largest selection of hip hop clothing. Most of its sales are to the German
market.
In April 2009, Def- Shop began working with Conversion Rate Experts to help increase its profits. Early
tests on key pages have resulted in increases in conversion rate of 20%, 63% and 115%.
Here are some of the activities that Def- Shop and Conversion Rate Experts have collaborated on:
●
E-commerce sites have several core functions, one of which is ‘matchmaking’ – the site needs to show
products that the visitor is most likely to be interested in. There are several ways of doing this, such as
product recommendation engines, search boxes, information architecture and navigation. An analysis of
Def- Shop’s site revealed great opportunities for improving the information architecture and navigation.
●
It’s important to give visitors reasons to buy from your site rather than from your competitors. Conversations
with Def- Shop’s staff revealed ten compelling advantages to ordering from Def- Shop; for example, Def- Shop
has the largest selection, it has a great returns policy, and it has great credibility, in the form of associations
with MTV and hip hop celebrities. This information was made prominent at key points in the conversion funnel.
Many successful businesses are based around a community of customers that share the same passions,
values and interests. Def- Shop’s CEO, Alexander Buchler, is passionate about hip hop culture, and feels
that hip hop lacks a cultural focus in Europe. Conversion Rate Experts have encouraged Alex to invest in
creating a whole community around Def- Shop, so the company becomes a focus for hip hop culture, rather
than being just a web store.
Conversion optimisation leads to increased sales for one of
Europe’s leading hip hop stores
Box 10.2
Example task breakdown and schedule
This case illustrates the different tasks that need to be performed as part of a sell- side e-commerce imple-
mentation for a company that does not have a website presence.
The schedule can be structured as followed:
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