This comparison is not a sales pitch for you to enter the world of eCommerce, but a showcase of where to focus your attention to get the best results.
If an eCommerce site is not behaving just like a good salesperson would, then it is not going to sell products.
Online this process looks a little different. While you don't have facetime with every customer that visits your eCommerce site, you can still perform the above steps, with even more accuracy.
Online you can qualify your visitor based on their behavior:
All this information can be used to create customer profiles and provide your visitors with the right information and products they enjoy.
The advantage here is that even your best salesperson will not be able to remember the buying behavior of thousands of customers.
By analyzing the visitors that come to your store, you can see which parts of your experience, from advertisements to product placement and to the purchase itself, work and what doesn't.
Online, you can recommend products based on this same information you collected from the user; this provides you with the ability to push the right products to the right customers in an automated manner.
However, the most significant advantage here is that online, you can extend the shopping journey way beyond a store visit. By using remarketing technology, you can recommend additional products or drive purchases to users that have visited your site in the past. Something that is not easily done in an offline environment.
What's the perfect product that the user would want to buy and also has the highest profit margin for your business? Your salesperson will remember the top profitable products; your eCommerce store will remember all of them, sorted by preference, and ready to be presented in milliseconds.
Upselling products online takes a similar approach as in a real store. While visitors are browsing or checking out products or viewing follow up emails, you can push additional products to their screen.
The most powerful difference here is the ability for the eCommerce website to remember what you bought last year for Christmas and make a recommendation for you one year later based on this information.
Again, much harder to realize consistently in the real world.
The online shopping process appears rather simple; we drive traffic to our store, present customers with the products they are looking for, enabling them to purchase them comfortably and deliver them as fast as possible to their doorstep.
But each stage requires a little magic, from optimizing your advertising campaigns to improving your conversion rates, the fulfillment of orders, handling any returns and logistical challenges, and of course, having customers come back for more.
To solve the complexity of measuring your eCommerce store, you will want to create a robust measurement plan to ensure you can capture all performance aspects easily.
A measurement plan defines your targets, KPIs, how you are going to measure, and, most importantly, how you are going to adjust your findings.
Top factors you can use to measure eCommerce success:
To learn more about how to set up a proper eCommerce strategy from the beginning, get in touch with us, or sign up for one of our self-guided training programs.
Read the rest of the articles from this eCommerce Business Setup Series:
June 14, 2020
May 17, 2020
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