As a business owner, you’re always looking for ways to improve your ecommerce development through a better customer experience. But often times, it takes more than tweaking the website, or signing on with another affiliate program in your bid to grab more market share.
Set aside, for the moment, all you may think you know about marketing your site, and consider the three-steps posted on ‘Making Moguls’/Inc.com, “Will Your E-Commerce Company Make It? How to Tell,” is Rudina Seseri’s take on determining if you’re on the right track.
Here’s a summary of her tips:
Traffic: Gone are the days when you could launch your e-Commerce site with little attention paid to the quality of your visitor; you must promote the “engagement” of your customer too, you can’t count on just getting a fair share of the “cross-over” traffic from an “established brand.”
More importantly, do you really know your customer, his likes and wants and how you can “engage” him to keep him coming back to your site?
Aside from the common choices available through “paid search, online ads and affiliate programs,” which have reached that feared “saturation point,” other traffic-building methods do exist.
But, first, establish a means to “track and manage your ROI,” notes Seseri. Use analytics to get deep-in-the-weeds with your customer; then experiment with some “program testing” targeting his profile – even try a referral program that uses an existing customer/user base.
Conversion: Know the difference between converting the visitors coming to your site to buy, and the other customer who comes to you through a third-party reward program. Obviously, the conversion rates will be different, and it pays to know your own industry to understand expected conversion rates.
Sales: Count on three aspects in the cycle “to affect the size of the order you’re getting…product mix, sales incentives and up-sells, for starters.” Then make sure you’re comparing apples-to-apples when you’re looking at the kinds of e-commerce websites:
- Sites with their own products (Gross sales here are the ‘face price’ of the good.)
- Sites selling goods from other sites. (Gross sales generally mean “the value” of the goods sold through those sites sans dollars going to your e-Commerce site.)