The online shop is the first touch point for your clients if you want to sell merchandise. Not only does the store sell your goods, but it also serves as a flagship for your company. You need a good and competitive e-commerce strategy before you get started, and you should think carefully about how you can achieve your objectives in an optimal way. In order to guarantee not only client satisfaction, but also high sales numbers, we will show you what you need to consider.
1. Set targets and define the focus group
For all your actions, an initial SWOT analysis serves as a benchmark and creates the basis for your e-commerce strategy’s target definition. Taking a look at your competition is also useful. What are your rivals doing well, what are they doing poorly, and what can you learn from this? How are you dealing with the target group and which channels are you using for this?
Identify what your target demographic is and identify steps that need to be taken to achieve this particular community. Significant points are specific characteristics such as age, origin, gender, schooling, income and much more. A handful of useful questions:
- How old is the individual and is it more likely that he or she is male or female?
- What is this individual’s disposable income?
- What shopping habits does this person have?
- In which networks of social media is this person the most active?
2. Mobile customers the main target
Around 45 percent of all clients use a mobile device to reach online stores, and the trend is growing. Although the laptop used to be the number one medium for online shopping, the smartphone is now being replaced. Therefore, when it comes to your e-commerce plan, note that the desktop edition of your shop is never used by about half of your clients. Think mostly about smartphone users, therefore. The shop should also run smoothly on the move, be user-friendly and built attractively. For each store, large systems, such as shopware, give a preset Responsive Interface.
But beware: take a look at your targets and goal group, too, here. The Desktop First method could still be worthwhile for your store if your clients are over 60 or you sell in the B2B market.
3. Find the correct design for the store: E-Commerce with system
Question the current system landscape and data structures before you say “we’ve always done it this way”. On the market, there are several different store systems, and some are better suited than others to your goals and requirements.
Educate yourself on all the benefits and drawbacks of various schemes well in advance. A couple of things to consider:
- What functions are a must for my online store?
- What information needs to be shared between the management of the merchandise and the store system?
- Is there any consumer information that needs to be moved from the old store system?
- Consider the costs and future issues of migrating a device in your relaunch strategy.
4. Simplify the method of paying
Within a few clicks, Amazon, Zalando, eBay offer ordering and payment, very simple. Consumers are spoiled nowadays. You also fight for these clients’ attention, so the payment and logistics processes must always work perfectly. In order to attract as many clients as possible and not to lose to the competition in the order process on the way to the purchase, it is necessary to choose different payment methods.
Have a look at which variations on the market are fair and prevalent. Figure out and have the payment options that your customers want. Include confidence elements in your order process, such as seals of approval. This has been shown to increase new customers’ ability to pay in advance.
5. Design and usability should be unique
People are relaxed, and so are your clients. Keep the interface subtle and tidy, avoid continuous long texts and a complex method of checkout. If you don’t already have one, develop your CI, CD and brand primarily before you begin to develop your shop. Pay attention to a fresh, engaging interface and be mindful of trends that are genuinely capturing your customers’ attention.
Voice Search, Virtual Assistants or Artificial Intelligence: Incorporate developments and advances in current technology in the store strategy. Are there also social shopping features or 3D animations? Nevertheless, note that gimmicks in themselves can never be seen as an end. It only makes sense for your shop if it makes sense for the client.
6. Accurate product information
Data, in terms of value, is the new oil. Your product data is also your key selling point. Correctly and meaningfully use it. Make sure that you present your goods and services in an enticing manner and provide your deal with a detailed explanation. This not only makes your online store more trustworthy, it also sparks your customers’ optimistic emotions and decreases the amount of returns.
The great benefit of physical retail is that consumers can still touch items, look at them from multiple viewpoints and have a discussion with sales employees. These PoS benefits must be replaced in e-commerce by as much product details as possible. When it comes to the customer’s purchase decision, scale, content, weight, color, functions and other significant details can be critical.
Product Information Management (PIM) allows you to control, use and retain the full set of product data most up to date effectively. Central leadership and playout across all platforms is the big benefit. With a PIM, the maintenance effort for your marketing operations is reduced immensely.
7. Keep Testing
It may seem insignificant, but it is not. You should conduct an intense round of testing before you bring new features, prototypes or even your entire store alive. Even little bugs can have an immense effect. A few big issues:
- Are all redirections working?
- Is the layout satisfactory?
- Can the website be conveniently navigated by clients?
- Are they able to access all the data they need?
etc.
Go to your store and think like a customer. Comprehensively check all features. This time is important and should not be disregarded under any conditions, even though the test process takes a lot of time.
Conclusion
The foundation for all strategic projects you plan is a Customer Journey and Touchpoint Research. We evaluate the current store as a lead agency for digital transformation and find exactly the right solution for more revenue, more leads and more customers.
