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E-Commerce The first thing I need to say about e-commerce is that the only way to understand e-commerce is to shop online regularly. Most online store owners make the mistake of building their site based on their personal preferences rather than fitting the needs of their target audience or following the web standards that already exist. There's only two ways to know if your ideas will work on the web - usability testing and watching your conversion rate. Usability testing is a great preventative measure to help avoid major losses over complicated navigation or content snafus. I've done many usability tests. It can be as easy as watching co-workers try to fumble through your design. Once an online store is launched, a new category is created, or your feature products are updated, metrics become vital. Buying traffic is useless if you don't know the value you're receiving for your dollar. On the web we have the unique advantage of knowing exactly how many visitors came from each traffic channel, what they looked at and how much they spent. The back-office systems I've built for my e-commerce clients allow them to track and manage their conversions on a per-channel basis. Within a few clicks of my interface they know the exact profitability of every dollar they spend. There are hundreds of channels full of potential customers on the web. Millions of them are looking for your exact deal. My tools and e-commerce knowledge help you turn those prospects into sales. |
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