In any business, everyone has a specific role assigned, be it salespeople, customer service, product development and so on. Even more importantly is your website's role. Is it clearly defined?
Let's make a simple analogy from a view of an ecommerce expert. Your website is one of your sales reps solely responsible for revenue generation and converting the incoming traffic into leads- sales! Which means you would need to analyze your sales people's performance, the same thing that should be done to your website.
In the event that your salesperson, which is your website, is having a hard time in reaching your projected daily targets, certainly there are a lot of questions you may ask to deep dive and pinpoint the problem. To help you get started, let me help you come down with my top one. Ready for it?
Ecommerce expert question: Have you ever walked into a store expecting that you would find what you were looking for? What happens if you don't? One common question that has been asked in ecommerce forums over time is, why don't I get the conversion I forecasted when I have so much traffic? Or maybe, I'm presenting the wrong message?
Let me explain on an ecommerce expert’s stand. Assuming that your site visitors are for a fact, "qualified visitors", what we do next is to check the message that you're sending to them.
In ecommerce expertise and sales, there's nothing like a "no one-size-fits-all" presentation, so what you can do about it to get ahead of the game is to "match" your audience presentation. Sounds good?
Depending on the type of audience you are presenting to, you have to "dress differently" to establish your connection more closely. You cannot use the approach or presentation for mothers and expect that it would work for college boys right?
And now comes the best part, your website.
Ecommerce expert question: Do your web pages clearly represent the message you intend to relay and match the type of visitor that you are targeting? Ecommerce expert tip: The use of unique landing pages that is on point on targeting your ads will help you be in control with Digital Advertising.
You can offer your visitors to self-select; this will direct them to the unique pages that match their needs. You can even tailor-fit your pages for each gender, say “Click here for women’s ABC” and the like.
Bonus ecommerce expert tip: Now that you know your target audience, it is very important to know where your customers spend time.
This will help you strategize your company's social media efforts to match the behavior of your audience.
Nielsen released the Social Media Report that talks about the brand and media advocates at present. Surprisingly, they aren't millennials, in fact, they are Generation X (ages 35-49)! Who spend almost 7 hours a week versus Millenials who came in second with just a 6 hour time spent on social media (Facebook). 25% of which are females and 19% are males that reach across cultures. So what do the statistics tell us?
This gives us a viewpoint that online customers are spending significant amounts of time on social networks. As the average person roughly spends 15-30 minutes per day, there are others who dedicate multiple hours each week. If a part of your goal is to engage your online customers through social networks, it would be wise to invest in Facebook. Bottom line is, your strategic plan should definitely include a steady dose of social media marketing along with other strategies (mobile strategy) that reach your target audience.
As an ecommerce expert, having these points in mind, your brand could potentially engage people in conversations, or moreover be a trusted thought leader on a popular cultural topic. Strengthen your brand, know how SEO will help in your success in ecommerce business. Who knows, the options and opportunities are endless!