You are on page 1of 42

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

Table of Contents
About this eBook.................................................................................3 5 Executive Strategies.........................................................................4
Strategy: Merchandising..............................................................................5 Strategy: Integration.....................................................................................8 Strategy: Promotions....................................................................................11 Strategy: Microsites......................................................................................14 Strategy: Tablet/Mobile................................................................................17

15 Best Practices..................................................................................20
Analytics ........................................................................................................21 Singular, Interpretive, and Relative Analytics.....................................21 Data Data Everywhere and Not a Drop to Drink...............................23 Checkout ........................................................................................................24 Web Counter Top Displays...................................................................24 Converting Maybe to Yes......................................................................25 Design ........................................................................................................28 Most Desired Response........................................................................28 CTA and Eye Paths.................................................................................39 Dont Use Auto Pop-Ups.......................................................................30 User Interface................................................................................................31 Get Negative Product Reviews.............................................................31 Relevant Results....................................................................................32 3 Clicks or Less.......................................................................................34 Customized Banners on Navigation Pages & Landing Pages from Organic Search.............................................................................35 Development.................................................................................................37 Well Formatted, Organized, Maintainable Code...............................37 Own Your Data......................................................................................38 Test, Test, Test.......................................................................................38 Trap and Review All the Error Messages Your Site is Giving to Your Shoppers...................................................................40

Do What You Want, When You Want.................................................41

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

About this eBook


What you have in your hands is the exclusive beta edition of this text book. This eBook will grow as eCommerce evolves and the content will be updated and refined to bring you the latest, most relevant strategies and best practices. This eBook has two main parts, one on executive strategy and another on best practices. The strategies and best practices in this eBook stand out as stories and can be read individually. Read this eBook however you like; start from the bottom or skip to the section youre most interested in and cover the rest later. We hope you enjoy reading the eBook and if you have any questions, comments, suggestions, or strategies of your own that you would like to include in this eBook please email: your.partner@kaliocommerce.com.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

Executive Strategies

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

5 Executive Strategies: Merchandising

Strategy: Merchandising
Merchandising is the single most difficult thing to master when selling online. There are many aspects of selling products in the bricks world that people outside professional retailing dont recognize as intentional skills. From the exact way in which merchandise is displayed, to training salespeople to guide customers correctly, to point of purchase displays successful retail is both science and art. The big reason why successful traditional retailers have so much difficulty selling online is because they have problems converting their bricks skills to clicks skills. With great regularity these frustrated merchandisers conclude that the real problem is that they need to learn the online customer and world. This may have been true in the early days of online selling when a limited number of folks shopped online and those that did had a specific demographic profile, but it isnt anymore. Today the vast majority of people shop online and it has become a regular part of our lives. As a result, notions of the online shopper being so very different from the bricks shopper are no longer valid. In 2013 you can randomly select 100 people in a grocery store and youll end up with a pretty good representation of online shoppers. So if the online shopper and the bricks shopper are demographically equivalent we need to look to the other core reason why merchandisers become frustrated online store operations. It is absolutely true that online shoppers have specific and difficult expectations for their shopping experience. They want to be able to find things very quickly, they want to be able to checkout easily, they expect you to answer every question about a product and do it very well. This leads merchandisers to focus on photography and compelling product descriptions which is also definitely critically important to online success. But what happens when we examine the overall process of merchandising and the online world today? We know that merchandisers need to learn about their customers constantly and be connected to what they desire. Demographic mastery. We know that merchandisers need to acquire the correct products that have a solid value proposition and compelling psychographic buying factors. Selection mastery.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

5 Executive Strategies: Merchandising

We know that products need to be priced correctly and that while there is substantial value in service and support, respect for extensive comparison shopping is required. Margin mastery. We know that online shoppers demand excellent photography and they need product descriptions that answer all of their questions while at the same time providing compelling reasons to buy. We might even put together a great video to support these goals. Content mastery. So what about the merchandiser that has mastered the core disciplines? They have excellent demographic knowledge, selection, margin, and content? What is happening when all of that is in terrific shape, but they arent achieving online success? The trouble is in store operations.

Many merchandisers struggle for years convinced that they have failed to achieve mastery of the core disciplines or that the issue is that they cant learn the online world. If you go take a look at their online stores youll find that they are waiting on IT to code or otherwise fix their eCommerce platform. Youll find that promotions are badly managed and may not follow any type of overarching strategy. Youll find that they have a meeting at least twice a month where a great idea is discarded or delayed because they have a store operations problem. Youll find that they are unhappy. In many cases it isnt so much what the eCommerce platform can or cannot technically do but that it takes so much time to make it do something new that the merchandiser is unable to learn. Just imagine what it would be like if it took 2 weeks to change your point of purchase displays in the bricks world, how effective would your sales be if that was the case? Talented merchandisers need to be able to change things like that in hours not days, weeks, or months. We believe there is a better way.

The first thing merchandisers need to do online is help their customers find what they need through search and navigation. This is what leads stores to be constantly recategorizing and adjusting whatever aspect of the product description their search engine uses to generate results. Merchandisers need to be able to fully control how their site search works they know the demographics of their customers and they need to be able to help them.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

5 Executive Strategies: Merchandising

If my customer types in ________________, I want them to get ________________. Please dont explain to me that they will also get 87 unrelated products unless I go change the description of those products in a way that will make people who want to buy those things unhappy. Please dont tell me that the site search has a complex brain and that we cant change it. Merchandisers must be able to have full control of their site search and navigation. They need to be able to quickly and easily create filtered navigation, which many people refer to as facets. They must have operational control. Merchandisers need a platform that allows them to control and organize products by groups that provide universal attributes, and intelligent correlations. If you are a merchandiser that knows your demographics, your selection, your content, and has margin mastery you deserve to succeed online. To do that you must have a platform built to support your needs. When you can do what you want when you want youll make your sales goal.

Executive Highlights Why you need a platform that makes it look like you have 27 IT people at your disposal When merchandisers can do what they want when they want = more $ for you. When online mirrors real life - groups, attributes, correlations you can really learn Site search control = more sales as a result of your personal knowledge of your customers

Actionable Insights Operational needs must match your eCommerce platform The chronological duration of modifications has a major impact on overall success Product category presentation control must include groups, attributes, and intelligent correlations Granular control of search results without product modification is a requirement

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

5 Executive Strategies: Integration

Strategy: Integration
Many people are familiar with the plaintive cries: We received 17 orders today for products we dont have but our website told the purchasers that the items were in stock and ready to ship. The inventory weve allocated for the site means our cost of goods sold has increased dramatically. Accounting says that we need to resubmit all of our information to them in the format they initially specified, and I dont think we have the resources needed to do that. They asked why we do it this ass backwards way anyway. The warehouse in California is complaining that we keep asking them to fulfill orders for merchandise that is in the NJ warehouse and they want to know why we cant just put it into their system in the regular way like everyone else does.

Most people have heard this sort of stuff before, but what they might not be aware of is that all of the above problems and many many more share the same root cause. Integration, data bridging, and API communication protocol they all basically mean the same thing. When systems talk to each other in an intelligent way they become connected and when executed correctly that is a wonderful thing. People are all created equal, but integrations most certainly are not.

The problem for web site operators is that integrations are highly technical animals, and so the problem is approached as a pass/fail course by people that are not technical experts. Will our eCommerce platform talk to our accounting system? The response being sought is usually yes/no or pass/fail but the reality is a lot more complicated than that. We usually see the quality issue reveal itself a month or two after new systems are implemented. Thats when folks discover that the data bridge has significant problems. A common example is the flow of shipment tracking information and if that is available for the warehouse, the operations folks via the ERP, and the end user via the website itself. Customers expect that to be there at all levels but getting all those machines to talk to each correctly is quite a trick. For website owners, the second major issue is to understand how these systems interact and

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

5 Executive Strategies: Integration

what might have gone wrong and when. To put it another way when you send an email to your IT folks that says please help me, I dont know whats wrong that is a great demonstration of the fact your integration sucks. The final piece that is important to have a successful website is to know what is going on integration system notifications. Some folks are familiar with this when they encounter well run data centers those people call you and tell you the system is down before you even realized it was. So the three core problems with integrations are: data interchange quality, understanding what is happening when things go wrong, and being alerted when systems fail to perform as expected.

This means that to succeed online you need an eCommerce platform that can handle those tasks and that is a tall order. The key element to quality integrations is accurate system mapping and understanding. In the land of KalioCommerce that element has been directly connected to knowing what is going on and where, the same system that provides the needed alerts. Heres a secret that most non-technical people are unaware: when systems are broken the hardest part and the most time consuming part is finding out what went wrong and why. When we know whats wrong it is relatively easy to fix the problem.

kaliocommerce.com image

See all the geeky junk under error description? The quality and clarity of that information is enough to bring a typically non emotional IT person to tears. It tells them exactly what went wrong, where, and when. This power makes fixes easy. This type of functionality has the power to radically alter implementation times and system

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

5 Executive Strategies: Integration

troubleshooting realities. Every Internet Entrepreneur who has a system like this lives in a world where things just work.

Executive Highlights The end of Please Help me, I dont know whats Wrong emails to IT This tin man has a brain What life is like when it just works When you know before they know: notification joy

Actionable Insights: Integration is not a pass/fail test, the quality of data interchange is critical. Problem determination is the most difficult aspect of ongoing operations, effective problem identification tools dramatically increase the speed and ease of operational problem processing Proper alert systems are now a requirement of web success

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

10

5 Executive Strategies: Promotions

Strategy: Promotions
In 1887 Asa Candler had an idea to sell Coke. He created a paper ticket that entitled the bearer to a free glass of Coca-Cola. It is estimated that between 1894 and 1913 one in nine Americans had received a free Coca-Cola, for a total of 8,500,000 free drinks. By 1895 Candler announced to shareholders that Coca-Cola was served in every state in the United States.1

Image Note: Public domain as per Wikipedia

Weve been selling merchandise with coupons and promotions ever since. Every talented merchant knows how to promote their merchandise in a way that will create the buying behaviors they desire. Th online world has added a layer of complexity to this issue - today we issue promotions to individual customers based on their past buying behavior. The number and types of deals available continues to increase as online merchants gain more sophistication and knowledge about the best ways to incentive their shoppers. The online world is fiercely competitive as you expand the customer base you also expand the number of other retailers that wish to serve them. This means that handling promotions can easily become more complex than ever. The possibilities presented to web merchants have empowered them to create incredibly complex promotions. They want to offer the usuals: percentage off, flat dollar fee discount, and perhaps a free product

Wikimedia Foundation, Inc. Coupon - Wikipedia, the free encyclopedia. 30 April 2013. 30 April 2013.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

11

5 Executive Strategies: Promotions

gift with a qualifying purchase. Today that standard mix has had numerous possibilities added to it: a discount on additional products when buying a specific qualifying product, a percentage off an additional product, a category discount that may or may not include discounted shipping, or perhaps a shipping upgrade. It is easy to spot the online merchant that has their hands tied by their platform. The promotions dont make much sense and include strange hoops customers need to jump through and in those situations we find frustrated site owners noticing that since their platform could not execute the discount as they had imagined it the efficacy is very low. The core expectation is that you are able to execute any promotion your team can think of. A tall order. But then go ahead and add to that the realities of personalization and customer relationship enhancement we want promotions to be controlled by our existing relationship with a customer. We want to use promotions to deeply connect us to new customers without in any way eroding the relationships with the customers we have. The online world has allowed talented merchandisers to shepherd their sheep in ways that were never possible before. Thats exciting. But the reality is that the vast majority of merchandisers have serious problems with their platforms in this area. The merchandiser wants to use promotions in an effective way, but if they are in any way restricted from executing their idea the customer and the sales suffer as a result. Online merchants need courage to compete; they are excited about a massive customer base, but worry about how to beat all the other merchants who are trying as hard as they can to get these customers too. When the oppressive chains of insufficient promotion systems are removed the online merchant thrives and grows. When it takes minutes to setup a new promotion instead of days they can experiment, learn, and improve. When you can execute promotions as the online shopper expects, youll make your sales goal.

Executive Highlights Shepherding your sheep your way Yes, we could do that and we dont need 3 weeks to code it Exclusivity and the club: how promotions can enhance customer relationships The courage of the lion

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

12

5 Executive Strategies: Promotions

Actionable Insights Alignment of core promotions principles with online selling is key Online promotions are often highly sophisticated and technical, the minimum option set required to allow your site to offer promotions in the way customers expect is substantial. Online incentives requires ongoing testing and monitoring

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

13

5 Executive Strategies: Microsites

Strategy: Microsites
Microsites are one of the most well proven concepts in web site merchandising and sales and yet they remain very difficult to implement on the vast majority of systems. Microsites work so well because their origins are found within long standing marketing and sales tactics. They provide brand management possibilities, they allow people to organize merchandise, and they allow advertising to be highly focused. The dozens of brands of the Coca-Cola company has are a great example of what can be thought of as microsites in the bricks world. A microsite is an individual web page or a small cluster of pages which are meant to function as a discrete entity within an existing website or to complement an offline activity. The microsites main landing page can have its own domain name or subdomain. Microsites are used for many different purposes the most common being editorial, commercial, and web marketing. Editorial microsites function to create thought leadership and they often have an .org vibe. Common examples include educational information that relate to products sites that provide the why should I buy this reasons. Industries often use this type of mechanism when they encounter perception problems about their product blood diamonds is a great example. Blood Diamonds are rough diamonds used by rebel movements or their allies to finance armed conflicts aimed at undermining legitimate governments. The entire jewelry industry is impacted by this issue and the Kimberly Process was their response. Commercial microsites focus on collections and types of products so to extend our jewelry example a microsite might be used to feature only wedding bands so it can fully focus on people that are engaged. Anytime you see a store within a store concept you are experiencing a microsite in bricks world. The last common microsite purpose is marketing this is best thought of as spin off brands. There are numerous questions about the best way to manage these sorts of efforts over time, but there is no question that mastery of brand includes lots of activity in this area. So if Microsites are so spectacular, how come they arent a go to web tactic?

They cost too much and they are too hard to create and manage.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

14

5 Executive Strategies: Microsites

Effective microsites are based on the common business principle: fail fast, fail cheap. For microsites to be an effective tactic they need to be easy to create and simple to manage. This is why so many entrepreneurs end up believing that microsites are ineffective if they cost too much to create they just arent worth it. So what do you need from a platform to be able to utilize microsites? The first and most important thing is that it be easy to create one.

kaliocommerce.com image

Well that looks simple enough and a system like that could truly empower a methodology where your ideas can be outputted as microsites quite easily. When you have the power of microsites at your fingertips you can truly connect with your customers people love specialization and expertise. They want to buy cakes from the cake store, not the bakery. The other important thing to be aware of with microsites is the be careful what you wish for principle. When microsites have not been setup as part of your broader system (often because that cost too much), they become a nightmare from all the success: getting orders in, shipments processed, and all of the other operational activities web sites need to perform on an ongoing basis becomes more and more difficult. You must have your microsites within the same management interface as your main sites that is the only way to be able to succeed with this tactic over time. Executive Highlights The joy of lets try that Sites as an organization tool Controlling customers emotions through mini stores Why people love specialty expertise

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

15

5 Executive Strategies: Microsites

Actionable Insights Microsites are a viable tactic only if they have a low initial cost and are easy to manage Connectivity of bricks merchandising principles based upon brand with online tactics is very effective Microsites are one of the most effective ways to establish thought leadership and take proper advantage of inbound marketing opportunities.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

16

5 Executive Strategies: Tablet/Mobile

Strategy: Tablet/Mobile
There is little doubt that the mobile revolution is in progress and web merchants know it. There are giant piles of statistics that support the fact that folks are going mobile, but lets take a trip down memory lane to one stat the TV experts put out long long ago, also known as 2009. 57% of TV viewers use the web simultaneously 2.

If that was the fact in 2009, what do you think the % is today? Mobile has become embedded in our society in a way we dont often consider. Imagine if a time traveler arrived from 1950 and we needed to explain mobile. We might say that everyone has a device in their pocket that contains the total amassed knowledge of humanity and works wirelessly everywhere and mostly they use them to look at amusing pictures of cats on Facebook. So we know that mobile is key, we know that consumer behavior is shifting rapidly as we embrace an on the go all the time lifestyle but how do we execute with our eCommerce platform to properly take advantage of this trend? We need to be there for our customers when and how they want which requires you being able to do what you want when you want with your platform.

Mobile and tablet sites must properly integrate with your overall eCommerce platform but thats just the start.

Nielson. Americans Using TV and Internet Together 25% More Than A Year Ago. 22 March 2010. 30 April 2013.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

17

5 Executive Strategies: Tablet/Mobile

It may seem obvious, but stare at a tablet for a minute and recognize what is missing the mouse. When computers went from the F Keys (remember when we hit the F1 key for help?) to mice it was major. The move from mice to touch is even bigger. Touch, stretch, pinch, and swipe thats how users expect things to work on their mobile devices. Their mobile devices have incredibly high resolution screens and they support changing the form factor on the fly when you turn a mobile device sideways the web site orientation changes to match. In addition we have the issues that surround user interface and our new tap world many things that are absolutely big enough to read clearly are too small to tap. This is known as read/ tap asymmetry and its a critical factor for effective mobile sites. The last major issue for Internet Entrepreneurs is the expectation of a connected experience. If I shop your site on my desktop and leave items in my cart I expect that theyll be there when I log in on my tablet or phone. It can be argued that mobile is where folks buy stuff they often researched and considered when on their desktop leave it in my cart, go to a local bricks store, and while Im there decide that the smart thing to do is just checkout what is already in my online shopping cart. Thats showrooming in action. If you have a fully separate mobile site you wont be able to get your fair share. The other big issue is the way that people have an emotional relationship with their mobile device. They often think of the desktop as part of their work world, but the tablet is a toy. They are having fun and enjoying themselves, shopping as a recreation. We see this reflected in the buying behavior of folks on tablets they are squealing with shopping glee in a way the web has never allowed them to before. So to create a wonderful tablet and mobile site the web merchant has to have a single management interface and must have the built in interface capabilities that support touch, stretch, pinch, and swipe.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

18

5 Executive Strategies: Tablet/Mobile

Make sure your eCommerce platform supports what you need one backend interface and real support for the revolutionary way in which mobile works today.

Executive Highlights On the go all the time Our mobile way of life and shopping The multiple device shopping experience Being there when and how they need you

Actionable Insights Mobile correlates to a change in consumer lifestyle and buying behaviors Tablet and mobile sites must support the mouse free user interface A connected shopping experience with cart persistence across devices is the key to mobile success.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

19

Best Practices

15

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

20

15 Best Practices: Analytics / Singular, Interpretive and Relative Analytics

Analytics
Best Practice: Analytics / Singular, Interpretive, and Relative Analytics
There is an old joke among web professionals: Do you know why web developers send their clients links to stats reports? Because they cant read them either.

One of the most difficult things about web analytics is knowing what data is important and what data should be discarded. The core reason for this is that these systems have been designed to help many different types of businesses, which is wonderful for your own growth and problematic in terms of system usability. As your site changes and grows it is great that different types of metrics are available youll start measuring stuff you didnt before and drop the importance of metrics youve been using thats natures rule and not ours. So the end result is that what is useful analytics is different for everybody except that its not. There is a specific methodology for determining what analytics are important to your business and that is actually an activity you need to perform regularly to improve your web success. Here we go. So lets start with the principle and the three kinds of web metrics that there are: Singular, Interpretive, and Relative.

The first type of metrics is the stand alone single viewpoint numbers. Many stats geeks refer to these as the hard (most accurate) set of metrics. There is but a single way to think of unique visitor increases. They are good. Period. More is better, no question. There is no interpretation of that data. The most popular page on your site is the most popular page. Stand-alone single viewpoint numbers are the core numbers. Any metric that you can reasonably set specific goals for, that stands alone, that is not open

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

21

15 Best Practices: Analytics / Singular, Interpretive and Relative Analytics

to interpretation and when you find your activities impact those metrics over time those are the first set of numbers that are useful to you. Those are the numbers that are the most important to you. Typically they include: sales, unique visitors, traffic sources, and most popular content. The second type of metric is interpretive metrics where there is more than one way to look at them. Bounce Rate is good example a bounce is also known as a one and out visit, folks who come to your site and just leave again. Most people think this is bad and they ask their designers to reduce their bounce rate. But what about when we get a good search index on a phrase like company name locations, and what if you were smart enough to have a site that had awesome content and the question the person had was immediately answered. They close the window, boom, done, thank you very much XYZ company for doing such a great job of kicking ass. Well thats a bounce too and how do you tell the difference between the person who thought your design sucked and went right back to Google versus the person who got the answer they wanted right away and exited? You cant. Interpretive metrics are those that can be looked at in more than one way stats geeks say these are soft. This second type of metric goes on your useful stats report and is often where the deep dive analysis work is done. This is the spot where you need a trained professional to help you process the data, but it is also the spot where the greatest gain can be found. The third type of metric is relative numbers that are directly impacted by other factors that are combinatory and they usually work in reverse effectively as well. The number of pages on a website directly impacts the page views. If we split the about us section into 10 pages well increase page views. When you grow sick of click next page on a news website article you are experiencing direct manipulation of web metrics they are increasing their page views with the primary objective of increasing ad inventory. Stats geeks call this last type of metric squishy they should be viewed with caution and not truly trusted. They can be situationally manipulated; these are the metrics you need to discard. Executives should focus primarily on singular metrics. Advanced users should dive deep into interpretive metrics as this is where they can find the gold. Relative metrics should be viewed with caution and a circumspect viewpoint.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

22

15 Best Practices: Analytics / Data Data Everywhere and Not a Drop to Drink

Best Practice: Analytics / Data Data Everywhere and Not a Drop to Drink
The purpose of analytics is to help you make a to-do list any analytics report that fails to do that is a waste of resources.

When you understand this principle your profits will increase, it is the core motivation to look at your numbers on a regular and constant basis. If you properly respect what the numbers can teach you youll find yourself turning to them in the hard times, knowing that they can tell you what to do. Youll find yourself turning to them in the good times, knowing that they can tell you the best way to make hay while the sun shines. The analytics contain both solace and the answer for the businesses that want greater success. How often your company looks at financials is how often your company should be look at analytics: once a quarter, monthly, weekly, daily for many enterprises - especially if they have a busy season. Start every trip to analytics land by shooting the fish in the barrel. Look for 404s, review for errors; look for products with zero conversions and kill the poor convertors, paid ads that generate zero visitors need to be cancelled immediately. Take out the trash. Do the obvious. Dont screw around. Then work on your regular chore work the stuff that needs to be done every week. Find your best performing search terms and adjust. Look at traffic quality by source and do more of what works and less of what is in the bottom third of the results. Check the split test and adjust. Setup next weeks split test. Chug along and keep the trains moving. The last activity is the visioning, the experiments, the deep thinking analysis where we consider what we want to do this quarter, this year, this decade. These are the types of projects that require time and sustained effort. Blue Sky. Big Picture. Lets get a million new customers. Shoot the fish items fly on to the to-do list fast and furious. Do the chores update the to-do lists and keep everyone and everything chugging along in an efficient manner.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

23

15 Best Practices: Analytics / Data Data Everywhere and Not a Drop to Drink

Vision plan your projects for the long haul and think strategically about how the web can fulfill your vision. Big chunky projects go on to the to-do lists. Any time you spend in analytics land can be judged by the quality and efficacy of the outputted to do lists. Enjoy.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

24

15 Best Practices: Checkout / Web Counter Top Displays

Checkout
Best Practice: Checkout / Web Counter Top Displays
Merchants that have physical bricks stores have been working on the issue of how to increase the average sale for hundreds of years. In the last half century or so that entire art form is often referred to as point of purchase displays - the impulse items, the extras, the stuff that folks just throw in without thinking about it. Merchants know these are usually the high profit margin items, which is why they pay so much attention to this area.

For web merchants our point of purchase is the checkout sequence. Lets get the basics out of the way quickly good checkout systems allow purchase with the least number of clicks. You should measure the steps in your checkout funnel for abandonment or do something better: use a one page checkout. Eliminate all unneeded input fields (do you really need their fax number?) and focus on simplifying checkout as much as possible. All of these basic activities stop what folks refer to as leakage - and if a web merchant is unaware of the basics fixing that stuff can add to the bottom line substantially. What if you are doing all of those things already? How do you develop sales tactics that mirrors the brilliance of bricks Point-of-Purchase displays (POPDs) and perhaps even surpass them? Thats where up sells, cross sells, sharing, and review requests come into play. Those are the activities that are the equivalent of POPDs.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

25

15 Best Practices: Checkout / Converting Maybe to Yes

Up Selling is the simplest of these advanced tactics and the core of it is based upon the question: would you like a bigger one or a more deluxe model? This can be difficult because sometimes up selling requires advanced product knowledge a large model A is actually a model B and things like that there. Mastery of up selling means youll ask every customer if they might like to spend more which is a proven tactic: would you like fries with that? Cross Selling requires more advanced product knowledge than up selling because it is based upon adding items buyers need to complete their overall task. This goes beyond adding needed supplies like cartridges for a printer. What is the relationship between garden hoses and grass seed? In what way are air filters related to cleaning products? It takes time and effort to develop excellent answers to questions like that for your online store. Mastery of cross selling means you have deep awareness of your customers persona based buying profile and the activities they use your product to engage in. Youll know youve got this right when your site seems almost spooky when it correctly suggests additional products that orient around a single product buyer objective. Sharing is best thought of like the bags that leave bricks stores the money spent on a gorgeous bag is intended so that when that person leaves your store and walks down the street everyone who sees them knows they just made a purchase with you. Make sharing easy and simple, that is the same thing as spending money on an excellent physical shopping bag. Product Reviews replace the word of mouth portion of business generation and talented merchants know timing is everything to generate this sales enhancing buzz. Your shopping cart checkout sequence is the first timed event - they make a purchase. Using that as a base from which to properly ask for reviews is the same as a skilled bricks merchant replying to a delighted squeal from a happy customer with tell your friends. Mastery of up sell, cross sell, sharing, and product reviews commonly results in overall sales increases in excess of 10% or more.

Best Practice: Checkout / Converting Maybe to Yes


Human buying behavior is a fascinating field of study and it reveals our habits, tendencies, and preferences. For many years online stores have tried to understand this behavior and have offered assorted options that relate to the considerations inherently contained within the online buying process.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

26

15 Best Practices: Checkout / Converting Maybe to Yes

Wish lists, save this item for later, and many other experiments have attempted to get folks to not leave things in the cart that they dont want now but the realities of human buying behavior have triumphed over all of those efforts. Were left with a complex situation in which a 50%+ shopping cart abandonment rate is not unusual. We then get into all of the issues that surround the word abandoned and exactly how we want to define that. If someone leaves items in the cart for an hour, have they abandoned it or are they just eating lunch? A programmer would ask: exactly how many minutes are items in the cart before they are abandoned? For people that want to make more money online many of these unanswerable questions are just distractions put them out of your mind, they dont really matter. You need to focus on making sure you have a proper program in place to capture as much of the sales volume as you possibly can, that is your objective. The first thing you need to do is aggressively collect the email address this might seem simple, but it is something so many merchants forget about. If your intention is a robust program of ACE (Abandoned Cart Emails) you cant send them until you have the recipients email address. You can offer to email them their cart, you can point out they should sign up for your other marketing programs, you can feature the benefits of being signed into your shopping cart until you have the visitors email address they are just an abandoned cart, not an opportunity to recover the sale. Once you have a properly aggressive address collection systems in place you then move on to establishing your workflow and the messages you intend to send to visitors who have abandoned their cart. Abandoned cart programs that send a single message are horribly ineffective and in many ways they are doomed before they begin.

You need a minimum of three messages and they should be planned programmatically. When the cart reaches that initial chronological threshold of abandonment you want to have a very soft message that is almost timid in tone.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

27

15 Best Practices: Checkout / Converting Maybe to Yes

Did you Perhaps Maybe Forget? Is there something we can help you with, Sir? The next message can be more direct youve left these items in your cart. The third level of messages can contain (friendly) aggression items in your cart may increase in price, items in your cart may not be available later. It has been a month since you left these items in your cart you get the idea. The key to successful ACE programs is testing and optimization you want each email message to be very carefully crafted and timed. You need each message to be correctly connected to a stop sequence you dont want to be reminding customers of something they in fact bought last week. Finally you must measure the results on an ongoing basis. The key metrics are: Overall cart abandonment rate ACE opportunities (the % of people where you successfully got the email address) ACE Message Group 1 Sent / Opened/ Clicked / Success ACE Message Group 2 Sent / Opened/ Clicked / Success ACE Message Group 3 Sent / Opened/ Clicked / Success Properly executed ACE programs have the potential to increase bottom line revenue by more than 15%.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

28

15 Best Practices: Design / Most Desired Response

Design
Best Practice: Design / Most Desired Response
Great website design is like a mirror; your goal is to mirror the customer experience. To cause prospects to get it quickly and with few words - to cause customers to say Yes, thats the company I know and love. Essentially these are subtle visual cues that support the overarching messages. The interesting thing about website design from a management perspective is that the principle many graphic designers live by more gorgeous always can be an error. Think about the chairs in the waiting room for a legal professional; lets focus on attorneys who create wills. Some of them target customers who are interested in the lowest possible price - those folks actually want squeaky folding metal chairs in their waiting room and a bit of rust is an advantage. On the other end of the spectrum we have attorneys who refer to themselves as estate planners, and they focus on helping people who are debating about their legacy and what charities they may choose to support upon the time of their passing. For those legal professionals they require not only a fancy comfortable chair, but coffee service on a nice silver tray. These chairs or props support notions of the service level and value proposition a good look at a lawyers waiting room should give you an idea of their hourly rate. The core website design question becomes one of a good match, are the chairs in your waiting room correct and you must be driven by the principles of profitability, not pride. Great website design is always based upon the principle of MDR and SDR most desired response and secondary desired response. The successful Internet Entrepreneur clearly defines the most desired response for their team typically a completed shopping cart sale and drives all design activities based upon that metric. If a site visitor isnt ready to buy right now the design must drive them to SDR typically a signup box for email marketing. The site must be beautiful, there is no question about that but the very best way to do that is to focus on what is profitable.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

29

15 Best Practices: Design / CTA and Eye Paths

Make sure your waiting room chairs match your principles, and constantly question design efficacy through an ongoing testing program.

Best Practice: Design / CTA and Eye Paths


The study of human buying psychology is a fascinating endeavor and there is a direct correlation to this body of knowledge when we examine CTAs (calls to action) on the web. The first thing to be sure and understand is eye path the direction in which our visual attention naturally drifts. Some design layouts push people right, some push people down the page and so on. If models are used in your photography and they are looking off in a specific direction, site visitors will follow that eye path to see what they are looking at. This phenomenon of eye path focus happens so rapidly that very few web site visitors are even aware they are doing it but it is a core principle that can put money in your pocket. Once you understand the eye paths on your site and where the visitors attention is naturally drawn you want to place your CTAs with that in mind. A strong call to action is based upon two elements leading words (copy) and contrasting visuals. Leading words are action words like Learn, Click, and Buy to motivate readers to pick up the phone, go online, or perform some other activity. This is one of the most testable aspects of CTAs and you should regularly split test specific CTA copy to see what is most effective for your site visitors. The next key is that your CTA have a high degree of visual contrast without violating your brand standard. Select contrasting colors and unique shapes. CTAs need to stand out from the rest of the content on the page or screen, so use colors that contrast with the overall design. You can also get creative with shapes that will get the readers attention rather than the traditional boxes or rectangles. Strong CTAs increase conversion rates and enhances sales. Make sure you understand the natural eye paths of your design so you can place CTAs in effective locations. Regularly test

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

30

15 Best Practices: Design / Dont Use Auto Pop-Ups

and make use of compelling action words. While respecting your brand standard use contrasting colors and unusual shapes. CTA success depends on knowledge of eye path, action words, and contrasting shapes & colors.

Best Practice: Design / Dont Use Auto Pop-Ups


We have no doubt that there must be excellent products offered by salespeople that go door to door, but how do you feel when your doorbell rings and someone is trying to sell you something? Over time door to door sales has become associated with poor quality products, rip-offs, and attempts to convert people to a particular philosophy. The end result is a proliferation of no soliciting signs and some of those can be quite amusing. It is important for you to understand that auto pop-up windows are just like door to door salespeople the underlying method may make lots of sense, but they have become corrupted and are now useless as a result. Pop-up windows are regularly utilized by black hat web marketers, sites that sell unsavory products, and the sorts of business practices no one wants to be associated with. The reason we point all this out is that there are many circumstances where auto pop-ups seem like a good idea, just like it might seem like a good idea to go knock on a prospects front door if you had no idea how many folks had done that before and pissed them off. Auto pop-ups reduce conversion in the long run and damage sales over time dont fall into the trap of forgetting who else uses them and what the inevitable long term results are.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

31

15 Best Practices: User Interface / Get Negative Product Reviews

User Interface
Best Practice: User Interface / Get Negative Product Reviews
Recently weve been chatting with lots of folks about online product reviews - this topic often comes up when discussing social media because it elucidates the fear entrepreneurs have in that area as well. Web site owners are afraid to let people comment - on their blogs, as part of product reviews and the first question they always ask is how they can control the conversation to prevent any negative opinions. There are plenty of folks who will skillfully rant and rave about how the web has changed everything and the days of brand control are long gone - the customers are now in charge. Those folks have a valid point, but were not going to talk about that here. Today is about profits, profits from negative reviews - and what you need to know about that.

Long ago and far away in web history (ok, at least 5 years ago) there was quite an uproar around the ethics of creating fake positive reviews since many folks did just that. In response to that, the FTC got involved and issued guidelines for bloggers to fully disclose if they have been in any way compensated that might prompt or influence reviews. Back in eCommerce land there have been conversations about the ethics of seeding a site with fake reviews, but this time - bad ones.

Many Internet Entrepreneurs get confused right here, why would you want a bad review of your product? What those folks dont know is that in last few years, heavily reviewed products have been significantly analyzed and all the little number crunching web geeks have learned something you need to know. Products with a few negative reviews sell better than products that have all positive reviews.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

32

15 Best Practices: User Interface / Relevant Results

As people become more and more dependent on product reviews for information, they know that the information can be inaccurate. They trust Wikipedia to a certain degree, but because anyone can edit that online encyclopedia, folks know that sometimes information there is not reliable. This is the webs version of the Trust, but verify idea. So image a major purchase - like a Flat Screen TV. Take a trip on over to the Amazons electronics store and youll notice something interesting about the top 5 bestselling products - not a one of them has 100% positive reviews. Were not saying there arent products that have an average 5 star rating - go ahead and sort by customer review and they pop right up. A previous study was on a bestselling panel at Amazon, a Panasonic Viera - an awesome machine, and heres a bit of disclosure: several of us own them. One of the reviews for the product is titled This TV Sucks and in addition to the overall lousy opinion the reviewer says: Another problem is that POWER BUTTON on TV is not working for some reason, but the remote works perfectly. Hes right. The power button on that TV is a crappy button - weve pushed lots and lots of buttons over the years and can speak with authority on crappy ones. Panasonic saved a buck or two on the production cost right there, no doubt. But because we almost never ever use that button - we shut the TV off with the remote control we dont really care that it has a lousy power button. This little bit of genuine trouble - along with the moans about viewing angle, delivery problems, difficulties setting up the unit, picture quality concerns - all of these things not only drag the average review down to four and a half stars, but they assure the site visitors that they are getting a real world, genuine picture of this product. Most people are much more likely to purchase this TV when they know about its minor known problems. This makes more sense than the leap of faith required to buy one where every review is positive and glowing. Heres the bottom line - as an Internet Entrepreneur you might be afraid of people providing negative reviews, but some negativity is in fact positive and will boost sales.

Best Practice: User Interface / Relevant Results


When eCommerce began most sites focused on the benefit that they were open all the time find us online 24x7. That was fun for a while and we all felt a little bit like we lived in Manhattan

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

33

15 Best Practices: User Interface / Relevant Results

and were able to order Chinese food at 3 in the morning and have it delivered. When you see someone still promote this benefit of online shopping you can be sure they are way out of date and quite clueless. The next phase of online shopping was about selection this was driven by the sheer quantity of SKUs that were available. A site with 100 TVs to choose from was better than one with 10 and we even measured eCommerce sites based upon the number of items they carried. That ended in about 2010 as a significant benefit and again we find hapless marketers still focused on this today and wondering why their sales dont increase. Today online shoppers dont want to be presented with thousands of choices at one time they become paralyzed and buy nothing. Todays online shopper expects for you to provide them with true online service guidance about what they should buy and what youd recommend. If anyone in your organization wants to talk about how the website is open 24 hours a day that alone constitutes good reason to terminate them. If they talk about you vast selection that isnt going to work either but you should perhaps educate that unfortunate soul instead of simply firing them. Today good eCommerce platforms allow for both complete search control and facets. Facets are ways in which we narrow our product choices by brand, size, color, and many other options. Search control gives us the power to specify that when a site visitor types ___ in the box theyll get specific products. Think of your service in the same way a museum present art people expect that you will curate the collection and help them find what they need. That is the core of great online service today. Heres the bottom line success in the eCommerce world has always required forward thinking. It is unreasonable to believe that a site that does not make it easy to find products by utilizing facets and refinements options has a solid chance of succeeding. It doesnt.

Now what about your hunters? When website visitors are in a hurry thats a good indication that they are in hunting mode and they are ready to buy now. Some business verticals experience a tremendous number of these types of buyers naturally in

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

34

15 Best Practices: User Interface / 3 Clicks or Less

2012, 1-800-Flowers.com had a conversion rate of 16.90%. You read that right; they make a sale every time 6 visitors show up. The high conversion rates for specific verticals are driven by buyer type many folks visiting florists online have made some sort of social error that creates an urgent need for flowers. For Internet Entrepreneurs that are not working in those sorts of verticals they need to identify site visitors that are in a similar mindset hunters.

Hunters are in a hurry. Hunters buy quickly and speed is what they seek. Hunters want it now give it to them.

The first thing a hunter seeks is the search box, which is why you need to place it big and bold above the fold typically a prominent position in the header. When the hunter enters their search query they expect your eCommerce platform to rapidly give them what they want so they can buy it and get on with their day. This is why you need your site search to provide relevant product related results rapidly. Those results should be sortable and refine-able so the hunter can stab the items of their choice and carry it home with them. When you tune your eCommerce site to accommodate the hunter you are working to gain ground with a special group, folks that convert at a significant multiple of your average site visitors conversion rate. Make sure your site search mechanisms support what hunters want and your CEO will be glad you did.

Best Practice: User Interface / 3 Clicks or Less


If you ever hear yourself say the phrase but we do have a link to that it is important to realize that means you really dont have a link at all.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

35

15 Best Practices: User Interface / Customized Banners on Navigation Page & Landing Pages from Organic Search

Check with the folks who respond to customers and see if they have some items that they frequently provide the location of. Anytime someone who takes customer phone calls for a living easily rattles off something like two thirds of the way down the page on the left hand side under the yellow block youll see the link, we know there is a significant usability problem. If a site visitor doesnt see something right away it might as well not exist.

Site navigation needs to be clear and consistent it must be possible to reach major pages of your site from any other major page without forcing users to navigate additional pages in between. Many eCommerce veterans refer to this as the three clicks principle the notion that everything on your site should be accessible in three clicks or less. Right now you might be thinking I know all this, it is basic stuff - but do us a favor and go take a look at your site with fresh eyes. Can you in fact reach every significant page from any other? How does your site respond to the three clicks test? If your site is brand new it probably does pretty well, but if it has any age on it the number of problems might surprise you. This is the same way that people know they should eat healthy, but open up their refrigerator and youll see it is full of junk food. This speaks to the importance of being able to make ongoing adjustments your eCommerce platform must allow you to make changes to the navigation easily as your products and customers buying behaviors change over time. You need to go back to your site with these principles in mind on a regular basis. A good rule of thumb is to schedule a three clicks test at least once per quarter; the results will probably surprise you. Fixing these sorts of issues will make your customers happy, and happy customers mean orders in your shopping cart.

Best Practice: User Interface / Customized Banners on Navigation Pages & Landing Pages from Organic Search
When a visitor arrives from a search engine result page, customize the product page to include other relevant or popular items in banners above the fold. They have either told you exactly what they want, which means theyll buy the product on the page, or their query term is more general, which means theyre browsing for items.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

36

15 Best Practices: User Interface / Customized Banners on Navigation Page & Landing Pages from Organic Search

Therefore your product landing pages should contain multiple offers above the fold so that shoppers are less likely to bounce from just seeing one product, and more likely to look into other products that fit their needs. Similarly when a visitor is window shopping and clicks on a navigation category page: have large colorful banners with different clickable areas leading to multiple unique landing pages. These areas could include use cases, groups, brands, calls to action to sales, and accessories. This recommendation further refines what buyers are looking for with large call to actions above the fold.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

37

15 Best Practices: Development / Well Formatted, Organized, Maintainable Code

Development
Best Practice: Development / Well Formatted, Organized, Maintainable Code
(Allows your developers to work faster and pages to load quicker) Have you ever seen a bunch of people gathered around a piece of amazing American engineering at a car show? They comment on the quality of the parts, they praise the beautiful assembly, and they admire the growl of the engine. Perhaps you are like most geeks and youd be clueless about how to appreciate a kick ass big block motor and if you are, you understand the perspective of most people when they see code. Code has a wide variety of quality levels and some claims of quality are based upon factors that are beyond merely how well something works. The low cost car manufactures are justifiably proud of what they have done with limited resources in the same way NASA Engineers are proud of vehicles they have sent off to explore space where there is no tolerance for anything but flawless engineering. Even if you are not someone who appreciates the elegance and gorgeousness of well-designed code there are a few things you should be aware of. Great code has been very well organized it is easy to find what you need. Great code has been properly formatted no shortcuts were taken and proper valid syntax has been used. Great code is eminently maintainable the need to make updates has been anticipated by virtue of the way it was constructed. So if you arent a lover of code how can you spot great code? Developers work with it quickly and easily. Your site loads rapidly and it doesnt brain fart. Great code is the basis of a great eCommerce platform.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

38

15 Best Practices: Development / Your Own Data

Solid, stable, dependable machines simply work better and cost less to run. A rock solid code base is the key to your online success.

Best Practice: Development / Own Your Data


Most Doctors are skilled professionals, but there are some bad ones. Some used car salespeople are wonderfully ethical, but most arent. In the land of eCommerce platforms one of the hallmarks of a bad platform is that your data is not really yours, it has been captured by the system and it is difficult to extract it. This makes it difficult for you to change providers when things are going badly and some systems are in fact engineered intentionally with this in mind. It doesnt matter how bad our system sucks because they can never leave, it might hurt them to stay with us, but it would hurt them worse if they left. Executives run into this scenario more often than those of that are web professionals would like it would be wonderful if there were no systems designed to trap people, but the fact of the matter is that there are. It is critical that you truly own your own data this means its easily extractable. We believe in you doing what you want when you want that is the path to web success. We believe that you own your data and that you have the right to extract it at any time.

As you consider eCommerce platforms make sure you understand who truly owns the data and what it would take to get it out of a system.

Best Practice: Development / Test, Test, Test


Most people arent familiar with the brilliant merchant who said it but they know the quote they learned in advertising class: Half the money I spend on advertising is wasted, if only I knew which half.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

39

15 Best Practices: Development / Test, Test, Test

John Wanamaker (July 11, 1838 December 12, 1922) was a United States merchant, religious leader, civic and political figure, considered by some to be the father of modern advertising and a pioneer in marketing. 3 Simpler this is the guy that invented the department store. The internet is John Wanamakers fantasy come true we know which half is wasted. We know how to make it better, we know how to do more of what works and less of what doesnt. Start with the rule of thirds rank your marketing activities based on the return with the secondary dimension of overall volume generated. Whatever is in the top third do more. Whatever is in the middle third leave that alone. Whatever is in the bottom third drop it like a hot potato.

The web is the worlds biggest popularity contest every click teaches you. Site visitors tell you what they want, what products they think are excellent, and which of your value propositions convince them. Successful web merchants know this and they live and breathe it every day. If there is one single thing that separates the winners and losers in the race for web sales it is whether or not they understand this you must test, test, test.

From a management point of view you must insist on constant testing because the fact of the matter is that when your employees say they can test something or that they will if needed that usually means that no testing is going on. Without testing constantly you cant make serious sales happen dependably. Every time you make a major site change you should split test it. There is no other way to understand the true impact of your actions any other way. You should be running at least one split test every week. Every single week. Respond to those tests in the same way you do when dealing with a/b email sends. You should be testing your checkout sequence at least once a month.

John Wanamaker - Wikipedia, the free encyclopedia. 2 March 2013. 30 April 2013.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

40

15 Best Practices: Development / Trap and Review All the Error Messages Your Site is Giving to Your Shoppers

Rearrange the facets on your site; test what works and what doesnt. Develop usability tests and multivariate tests. They are the hardest to execute but they also offer some of the greatest possible sales gains. Your employees are responsible for running the tests and reporting back to you but you are responsible for the testing strategy. Failure here is unacceptable. Use a calendar and plan your test for the next quarter, and keep up with the calendar as time marches on.

Best Practice: Development / Trap and Review All the Error Messages Your Site is Giving to Your Shoppers
Some websites have very charming error messages: Whoops, were sorry to inform you that something has gone wrong. Our apologies. Our system administrators have been notified and 1,000 flying monkeys are descending upon the issue to fix it as we speak. It shall be fixed momentarily.

Now this is wonderful customer service language and for some brands this sort of cheeky playfulness can increase sales but the objective you need to worry about is making sure that this is true for your site regardless of whether or not you tell your customers flying monkeys are working on it. Great eCommerce platforms trap (record) errors and keep a log of them.

You need to regularly review these errors and make sure they get fixed this is a key to maximizing your online profits.

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

41

Do WHat You Want, WHen You Want


Dream, develop, and deliver. Your revenue increases much faster when you can do what you want, when you want. If youre waiting on a third party for the next action or if your box doesnt let you customize it to your needs, we still wish you the best, but really, good luck. Unlock your potential and see how you can improve your eCommerce machine -Talk to one of our experts today and see how to optimize your eCommerce platform for sales.

CONTACT US

eCommerce 201: 5 Strategies & 15 Best Practices You Need to Know to Grow Your Revenue

42

You might also like