10 Key Successful Factors in Optimising eShops

Optimising your eShop performance is the art of answer the 3 questions precisely- What do you sell, who you are targeting to, and how to convert them to reach your eShop, moving down your marketing funnel step by step to purchase your products.

In this article we discuss the 10 key successful factors in optimising your eShop.  Each factor has impacts to each other that you can’t omit any of them.  Pay attention and work your way up on each of them almost guarantee you to be on track towards leading your niche area.

Shopping Experience

Online Helpdesk

Promotion x Campaign Management

Logistics

SEO/SEM

Data Driven

Conversion Rates

Product Development

Automation

Brand Building

1. Shopping Experience

Optimising eShop shopping Experience is quite similar to optimising search engine optimisation (SEO).  You want to offer fast and personalised experience with unique product to delight your customers.  Each area is a whole profession to pursue, but the point is you need to know they are the keys for your eShop optimisation.  In order to deliver the fast and personalised experience, you should have always your online helpdesk in place.

2. Online Helpdesk

Online help desks serve as an important touch point on your eShop, it helps explain anything in your eShop that is not clear enough.  It is not only a live chat, but also a self-serving knowledge base for providing answers to specific personal questions.  Some online help desks can also let you log-in right there to track your order delivery status in real time.  All these functions help provide fast and personal experience your customers to build trust and loyalty.

3. Promotion x Campaign Management

There are lots of excellent website builders out there, but not many of them integrate with sophisticated promotion and campaign management tools to use.  Promotion and campaign management tools are your online sales kits boost traffic and sales, that you don’t want to compromise in not having enough.  Promotion manager should be able to offer discounts, coupons, and bundle sales; while campaign manager should be able to push your sales and marketing messages to multi-channels directly, by emails, sms, and major social medias.

4. Logistics

Logistics is an essential element of customer experience in eShop business.  You and your customers will appreciate eShops that integrate logistics into the platform to streamline the complete ordering workflows, to deliver your promised shipping service level.  Basic logistic functions include connected logistic vendors to choose directly,  customised shipping cost settings, and pick up location options.  Advanced logistic functions can further break down the logistic workflows into different tasks to meet different needs.  For example, order splitting functions allow you to meet different regulations imposed by different countries, especially for cross-boarder shipping; you may need the system to help you split up packing list for 3rd-party logistic vendors to support the pick-and-pack list before delivery;  In complex situation, you may need to set up a delivery schedule with your logistic vendors to organise your shipments.  As your business scales up to cross-boarder, advanced logistic functions significantly reduce complexities and risks.

Advanced logistic functions alone save your day, but they are even more powerful when integrated into your customers’ journeys.  eShops offering online help desks can update customer’s real time delivery statuses through live chat, building trust and loyalty with your customers in every way.

5. SEO/SEM

After getting your business model ready, you need to drive traffic to your website.  This is a the beginning of long death vamp, that you need burn up money until the business engine runs by itself.  At the beginning stage you need to have monthly budget to spend on search engine marketing (SEM), which in most cases is spent on Google and Facebook.  Pay attention to the traffic data on acquisition and behaviour, to shape out your target as soon as possible to improve your return on investment (ROI) of your marketing budget.  At the same time, don’t under estimate the power of search engine optimisation (SEO).  Not only it gradually brings free traffic to your website at increasing rates, it also improves your SEM performance and eShop conversion rates.  This is because by optimising the technical and non-technical SEO on your site, you are actually optimising landing page experience, which adds up the quality score to boost your Google SEM ranking with the same budget, while better eShop browsing experience increases conversion rates.  At some point of time, it is likely you will reach a turning point that your major profit comes from organic traffic.

6. Data Driven

Data provides accuracy for decision makings.  The normal standard of eShop to collect various data and organise them for reporting, which can be broken down into different views, including sales, products, and customers.  Reports are then reviewed by managers to find out insights and patterns to reveals the outliners to optimise.  You should get used to this data analytic practice to guide you through your optimisation journey, and to keep you on track of your competition.  Advanced eShop and advertising platforms further let you set rules based on user behaviours to automate workflows.

7. Conversions

After launching your eShop a while to collect some data, you are ready to start optimising conversion rates.  Conversion rates at every step of your marketing funnel are the ultimate KPI to measure your eShop success.   Use different analytic tools in the market to perform the analysis and visualise the outliners and patterns for optimisation.  Conversion-optimising-friendly eShops should be able to provide relevant data and graphs in your analyses.  Don’t forget to focus on user experience and content relevancy for your target customers when optimising your eShop.

8. Product Development

You need new products to meet your customers’ changing demands,  Whether by sourcing or by your own product development, you need to be as agile as the changing market demands in your product development to delight your customers.  In general the agile process of design thinking in empathy, define, ideate, prototype, and test can apply to your customer journey design, as well as your product development process.  The core concept is to link up your development concepts with your customers’ feedbacks.  An agile-friendly eShop should have enough convenient windows to collect feedback for further follow ups.

9. Automation

After insist on iterating the above processes a while, you should be able to find out the best target market for you, with the well-organised marketing message appearing the at the right time and place, to have good sales and marketing conversion rates on your main products.  Now it’s time to automate some of your workflows to free up your man power for more value-adding work like generating creative ideas, scaling up your business to new markets, or expanding new product lines etc..  eShops that offer automation usually either good well-established eco-system to integrate workflows with other applications through API, or have Unified all-in-one solutions to be able to let you build automated workflows from within.  While the API-enabled workflows offer scalability and flexibility, all-in-one eShop platforms offer seamless automation that offers feedback data in a holistic view for further workflow optimisation, in some cases automatically.

10. Brand Building

Brands represent customer interaction standards, cost-effective expectations, and style preferences, etc., which are all positions that the company can personalise to attract relative target customer groups. How to help new customers understand brand positioning is what must be dealt with to build a brand. The online customer service system can provide transparent self-service customer service, clearly express brand value in interactive settings, provide accurate and effective multimedia information with a personalized experience, and quickly build customer confidence.

Summary

The bottom line is if you thought any factor above is not relevant to your eShop business, think it through again.  Specialising any factors above helps you gain competitive advantage.  However, you should keep yourself agile in shaping your business to adapt to market changes.

Arthur: ebixPRO team

Date: 2021-10-20

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