5 Tips for Creating an Efficient eCommerce Site
Setting up and running an e-commerce site can be quite a lucrative endeavour. Whether you sell a specific set of services to businesses (B2B) or you are an e-retailer with thousands of product pages, your site can be a super efficient sales machine – if it is designed properly.
But what does an efficient e-commerce site looking like?
An efficient e-commerce site is one that consistently hits conversion and sales targets. “How do I design a conversion-friendly ecosystem?” is probably the most important question every e-commerce site owner must come up with an answer for.
It helps to understand your site better by tracking performance metrics. Key performance indicators (KPIs) like conversion/buy rate and average profit margins are generally established norms for measuring the efficiency of an e-commerce site.
Metrics exist to measure all functional areas of a site. The more areas you optimise, the happier your customers will be, and the more revenue you will draw.
So the question is: what marketing/sales/design choices can you make to ensure you hit performance targets? Here are five ideas:
1. Focus on Existing Customers
In looking to increase sales, your first impression might be to get more new customers through the site. But the fact is that getting new customers is expensive – especially if they are one-time buyers. While you should always be refining your customer acquisition strategy, if you want to make your site more efficient, you should start refining a customer retention strategy. Research shows that returning customers buy more and convert higher than new shoppers, and we know that the lifetime value of a returning customer is far more valuable than a one-time buyer. Customer retention strategies include email follow-ups after a sale, offering rewards programs for frequent shoppers, and more.
2. Write better product pages
The copy on your product pages does not need to be super descriptive. It does, on the other hand, need to be impactful, convincing, and relevant to the interests of your target audience.
3. Mobile, Mobile, Mobile
If you look through site traffic and notice that desktop is still pulling in a vast majority of traffic, that does not mean you can ignore mobile. It does mean you are missing an opportunity to get more traffic, as the mobile version of your site is pulling down the performance of your entire digital identity.
As consumers, people are actually quite impulsive. We love shopping on our phones while sitting in a coffee shop or waiting for the bus. Knowing this, there is no excuse for ignoring the mobile experience.
4. Simplify the Checkout Process
Even though you might be seeing solid conversions on your site, there is always an opportunity to do more testing and create a more seamless check-out process. Shopify and Magento have tons of app integration here, so, as the saying goes: ‘the world is your oyster!’
Features of an effective checkout are:
- Making account creation part of the checkout process
- Saving preferences and payment details
- Setting up a progress map indicator
- Keeping to a 2-step process (checkout and confirmation)
5. Take Advantage of Seasonal Promotions
Christmas, Easter, Halloween, Bank Holidays – these are all the big money making opportunities for you. Promote some major discounts during peak season and your ROI should be higher than the rest of the year. This includes writing banging ad copy and targeting the right customers in the right locations (including your existing customers!).
Driving Efficiency Takes Time
These are some of the best ways to make your e-commerce site more efficient. Tracking and optimizing your site content and design is a crucial part of digital marketing services that will eventually bear promising fruit for years to come.