15.01 – Setting Up A Successful E-commerce Program
Setting up an e-commerce program is simpler than you might think, thanks to the affordable platforms and technology available for businesses of all sizes. This section explores the challenges of getting started with e-commerce and provides simple, affordable solutions for success.
Rising Above the Competition
With upwards of 12 million online shops worldwide, including more than 2 million in the U.S., and 2.14 billion online shoppers globally, e-commerce is booming. In the U.S., approximately 263 million people shop online, with some making purchases after drinking too much, contributing to $30 billion annually in potentially regrettable buys.
To compete for online sales, start with your existing customers, who likely welcome more engagement options. Once they start shopping at your online store, reward them for purchases, referrals, reviews, and social media shares.
Building an engaging website that appeals to customer choice triggers and providing a fulfilling experience from landing page to shopping cart will also attract new customers.
Often, what sets one e-commerce star above another for visits and transactions is search engine optimization (SEO). SEO requires continuous monitoring of search terms, keywords, campaign optimisation, clicks, click-through rates, and conversions, as discussed in previous lessons. Monitoring competitors’ keywords and SEO efforts on sites like SpyFu is also a powerful way to stay ahead.
Fulfilling Orders and Delighting Customers
With the rise of curbside pickup and click-and-collect (BOPIS) during the COVID-19 pandemic, new distribution methods have emerged and continue to grow. In 2020, U.S. shoppers spent $72.46 billion on BOPIS purchases, a 107% growth over 2019, and many consumers intend to keep shopping this way.
BOPIS offers many opportunities for businesses. Small businesses can offer BOPIS instead of trying to package and ship products. Assigning one or two staff members to prepare pickup orders can minimize labour costs. Setting up in-store or outdoor lockers for pickup can reduce the need for staff engagement and extra payroll for fulfilment.
Curating Customer Experiences Online
Your e-commerce store must offer engagement, services, and support comparable to your brick-and-mortar store. Expectations for 5-star service online are high. Personalising online shopping with relevant live chat opportunities or customer service follow-up is crucial. A 2018 Accenture study shows 91% of consumers are more likely to buy from brands that recognise them, use their name, and provide relevant offers and recommendations, whether online or offline.
With the right e-commerce or customer relationship management platform, you can offer live chat with employees who have access to customers’ data and can deliver personalised service in real-time. Empowering employees to solve issues immediately and offer incentives to keep customers satisfied ensures a top-notch online experience.
Converting Online Traffic to Sales
Abandonment in e-commerce happens when visitors leave your site without making a purchase or abandon items in their cart. It impacts your bottom line and marketing ROI.
According to BigCommerce, U.S. retailers spend nearly $24 billion on digital ads annually to drive traffic to e-commerce websites, yet experience conversion rates of just 2-3%.
Despite this, offering e-commerce options is essential in a world where customers want choices that fit their lifestyle and expectations. The following guidelines can help secure sales:
- Offer an easy checkout system.
- Avoid requiring registration or account setup to complete a purchase.
- Provide discounts on shipping or products.
- Ensure your product and checkout pages load quickly.
- Offer live chat support during extended shopping hours.
- Implement customer-friendly refund policies.
- Execute strategies to increase shopping cart fulfilment rates.
Upping Your SEO Rankings
SEO is crucial for e-commerce success. If you’re not on the first page of search engine results (SERPs), driving traffic to your site is challenging. Consumers usually won’t look past the first SERP that Google, Bing, or other search engines serve up.
To elevate and maintain your SEO rankings, monitor key terms in your Google Ads account, keep your website tagging current, and track keywords and search result rankings for your competitors. Tools like SpyFu can help keep tabs on competitors and provide valuable insights.
Increasing Shopping Cart Fulfilment Rates
Even with a high abandonment rate, you can reclaim shoppers with simple tactics like emailing or texting incentives to complete a transaction. According to Wix, triggered emails can recover around 10% of abandoned shoppers. Most e-commerce platforms offer automated triggers for re-engaging shoppers. Services like Omnisend can also be useful.
Strategies to minimise abandonment include:
- Progress bars showing steps left to complete an order keep shoppers on track.
- Simplify the shopping process and make it easy to navigate.
- Ensure speedy page loading to prevent frustration.
- Avoid mandatory registration before checkout.
- Provide live chat support to address questions in real-time.
- Use thumbnail images of products in the shopping cart to maintain enthusiasm.
By implementing these strategies, you can create a successful e-commerce program that not only attracts but retains customers, ensuring a strong return on your investment.
