Achieving the success of an ecommerce may seem easy and economical, especially when compared to the offline world. Getting to sell in electronic commerce is only achieved when you have good knowledge in digital marketing. The way to search, compare, buy … has changed. We have to renew!
Today I bring the five keys to the success of an ecommerce, thanks to the fantastic study on conversion in Spanish ecommerce of Flat101. If you want to choose the option to train in digital marketing, partner email list, start to master SEO, Web Analytics, SEM, Email Marketing, UX, Inbound Marketing, RRSS, The Digital Marketing Master of ICEMD can be a good start to start building on this knowledge.
Great traffic collection
Getting traffic for our digital business to reasonable CPC and CPL is probably the most important variable for the survival and growth of ecommerce. The overall conversion rate of an ecommerce is 0.9% in 2017, so we will need important traffic volumes to achieve our objectives.
Know the different traffic channels (Organic, Direct, Paid Search, Referral, Display …) as well as its structure (will they assist in the conversion or conversion?) And the comparison by device (Desktop, Mobile, Tablet) will help us to decide better our strategy
Recurrence of users
When we have stabilized the costs of our traffic and we have focused on the conversion we must work on the recurrence of users. If we analyze the segment of recurring users (they buy more than 3 times a year) we see that it is the most profitable by far. In addition, you have greater opportunities to recommend our brand or speak well of it.
When we find products or services that by their nature are little recurring we have to choose to improve the average value of the order. Use cross selling, up selling, discount coupons, deferred financing, free shipping, … These actions will make us more profitable traffic.
Value-added proposal (UVP)
The websites that have the highest profitability are coincidentally those that offer a proposal of differential added value. Any variable of digital marketing can have our added value; logistics, distribution, product availability, price, etc.
One of the consequences of getting to UVP (in its acronym in English) is that we will start to get more organic and direct traffic which translates into lower acquisition costs.
Data analytics and continuous CRO
The data are the oil of the digital world, they help us make business decisions, but we must analyze them head on. The data must offer that knowledge and that can only be achieved with good analytical work. In some occasions we can also support our offline decisions in this information.
On the other hand, Customer Rate Optimization (CRO) should be our premise when we talk about electronic commerce. The conversion is our objective number 1. When we know the structure of conversion by device we can perform different strategies per device. In desktop and tablet becomes much more than mobile, however, mobile visits grow every day more than is a problem, … what do we do?
Development of apps
With the smartphone subtracting visits to traditional devices and with low conversion, we are forced to develop environments with a more friendly interface with these devices; the mobile applications.
The apps are the future, but there are also other solutions such as progressive web apps or instant apps, which allow us to give an experience adapted to the mobile with innovative features. In this field we must always take into account the User Experience (UX) of the user.
In short, what the digital world demands of us, is always at the bottom of the canyon, renewing ourselves, learning and trying new things. The static works are ceasing to exist in the digital world, which pose to threat or an opportunity, what does it mean for you?