In the rush to build and launch a new e-commerce site, it is easy to make mistakes. Avoid these errors and improve the return on your business investment.
1. Recognise how much work is involved
Building an e-commerce site is one thing, but the ongoing running and maintenance take time and effort – from taking orders and organising fulfilment through to delivering excellent customer service and content marketing. Consider outsourcing where possible, or at least identify a nominated member of your business to take lead on different elements and build it into job descriptions.
2. Choose the right e-commerce platform
Your website must be built on the right software, so take the time to review the offerings on the market and seek advice where necessary to pick the right platform for your business. Choose a platform which is well maintained and respected in the market. Your web design agency will usually have a preferred platform that they have plenty of build experience with and will integrate it with your internal systems as required. The platofrm that you use will also depend very much on the type of industry that you are in. For example a Car Leasing Gloucestershire company such as mphvehiclesolutions.co.uk will be dealing in larger sums of money than a gift company.
3. Have a marketing plan
You must also have a marketing strategy which combines outbound and inbound activity, including areas such as SEO, PPC, social media, affiliate marketing and other measures. Test it and refine it as you collect your measurement data.
4. Make sure you have a broader business plan
You need to know exactly what your sales offer is and what your target customer looks like. Know how your business offer solves their problems and how you rate against your competition in the market. Ask whether you are going to compete based on position or price, and make sure your online presence clearly communicates your brand credentials and product offering. Last but not least, know your strengths and weaknesses, as well as the opportunities and threats that face your business.
5. Showcase your products well
Your online store is your shop front, so make sure it looks appealing, shows your products well and reinforces your brand. Invest in great photography and accurate, comprehensive product descriptions. Regularly assess the customer journeys that your visitors will take to ensure that their buyer experience is excellent. Your investment will pay off in conversions and sales!