If your business revolves around selling online, sooner or later you’re going to need to move on from eBay and Etsy and develop your own e-commerce portal. Once you’ve settled on the platform to use, be it Shopify, WooCommerce or Magento, you’ll need to make sure you master these key concepts.
Know Your Customers
Cohort analysis is the science of grouping your customers into segments, be it by age, gender, location, education or income. It’s easy to spend lots of money on online advertising, but to really get a good return on your investment you need to know which groups are your best customers so you target only the most relevant cohorts.
Get from A to B
Long a recommended marketing tool for email, you can also do A/B split testing on your website pages. The idea is that different audiences of people see different versions of the same page when they visit. You may use a different image of a product or have a more detailed description. Whichever one works better can then be set as the standard page and improved with further A/B testing.
You need to understand the journey that visitors take through your site, from arrival to check-out. This ‘conversion funnel’ can help you work out where you are losing people and make changes. Are visitors from a specific web source leaving immediately? Maybe your adverts are inaccurate. Are people putting things in a shopping basket and then leaving? There might be an issue with your payment set-up.
Have a Responsive Website
Mobile has become the fastest growing element in online sales. As such your website needs to provide a smooth and easy-to-navigate experience whatever device your customers use, be it PC, tablet or smartphone. If you’re not sure how to optimise your website, consider using a web development company in London such as https://www.redsnapper.net to help you get your site up to speed.
Make Sure You Are PCI Compliant
This isn’t so much a marketing tool as a must-have. If you plan to accept card payments on your site, then you need to make sure you are following Payment Card Industry compliance regulations. These require robust security and storage and that data protection rules are followed. Read the rules, and if you don’t understand them, talk to an expert.