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You have to spend money to make money. You’re making a profit if you make more than you’ve spent. However, people rarely make investments they don’t expect will pay off big time. How big of a payoff depends on how good of an investment you’ve made. In an ideal world, each investment (of time, money, and effort) would have a great ROI (return on investment).
In the e-commerce business, things are pretty straightforward. If you want to improve your profitability, you must enhance your website. You also want to improve the overall customer experience. You can achieve these two things by optimizing your website and utilizing the power of CRM (customer relationship management) tools.
So, we’ll give our best to provide you with specific advice on optimizing and utilizing CRM to maximize the ROI of your e-commerce website.
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The principle “if it’s not broken, don’t fix it” does not work in e-commerce. Your landing page is the only part of your site guaranteed to be seen by almost every visitor. Unless your visitors go directly to the category page (in which case it’s not their first visit), they’ll start their customer’s journey at your landing page.
Your landing page usually has the best and the hottest items you offer. If the landing page offer remains the same for too long, some of your visitors won’t bother to return.
So, what can you refresh your landing page with? You could:
One of the ways you can maximize your profit is that you should present categories with upselling and cross-selling opportunities.
Most people do some research before buying, so if you have any product reviews, you might want to put them to the forefront. You would be surprised at how many people get lured in by the reviews. Even if they had no prior interest in buying, they might become intrigued once they read the review. Putting it on the landing page increases the chance that people will find them.
You might want to do some A/B testing to ensure your landing page is optimized. The simplest way to do this is via an A/B testing plugin.
Also, while loading time is important, you want to use images with as high quality as possible. Rotating these images will give an impression of a more dynamic digital space.
Lastly, make sure to make the site as interactive as you can. This way, you’ll make the customer’s journey more immersive.
In theory, you could optimize your platform manually. You just have to identify all the problematic points and then fix them individually. This, however, is an approach that is both flawed and inefficient. Instead, you need to find the right personalization tool to help you.
The most important thing that an e-commerce optimizer needs to do is provide its users with a personalized shopping experience. This user-generated personalization needs data; you can get all you need with an analytical tool. The trick lies in finding the tool to do both things from a single UI.
Just pick the platform that offers the features that you find to be too useful. Like any list, you should pick and compare a few to see where you get the most value. Reading a review or two of each platform is another great way to help form your opinion.
First, you need to diagnose your problems and strong points. This is why you need an in-depth website analysis. As we’ve mentioned, you want to handle A/B testing at one point, so you must ensure that your chosen tool has this feature.
According to experts behind Yieldify, as an e-commerce site, the most important thing you’re looking for is a way to re-engage shoppers with a high shopping cart abandonment rate. This platform offers ample advice on the subject matter, and you can always visit to learn more about your business’s leading website optimization tools.
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Not every person can become a potential customer. Imagine you’re in the field where you’re selling products to stop hair loss. People not suffering from hair loss or not bothered by hair loss will never become your customers, no matter how hard you try.
However, not even potential customers will buy as soon as they reach their site. This is a process known as the customer’s journey.
First, your customers need to learn about your business. After this first contact, they enter a stage known as brand recognition. This is when they can tell your brand apart from others but don’t have too much information about you. Then, you have the brand awareness stage. During this step, they get more in-depth information about your business. Finally, they become customers.
Even this is not the end of the journey. After their first purchase, they have the potential to return. Return customers are the most profitable asset of any e-commerce business. Each subsequent visit is likely to be more valuable. Eventually, this puts you in a position where just 20% of return customers make up 80% of your total revenue.
We told you all of this because it’s clear that the customer’s journey involves marketing and sales. This is why you need an all-in-one platform capable of handling the peculiarities of each stage.
While Katara is a popular platform that agencies and consultants use for these purposes, its alternatives can be just as valuable. So, here’s HighLevel’s list of suitable Katara alternatives you might want to check out.
From the perspective of our topic, you need to recognize your website’s role in each stage. You need to optimize it to facilitate their customer’s journey.
The majority of internet users are browsing via their phones. More importantly, people buy via their phones. You lose too much revenue if your mobile e-commerce is slow or unresponsive.
The first thing you should do is check the mobile compatibility. Google’s Mobile-friendly Test is the simplest way to do it. Here, you will check if your touchable elements are responsive and whether readability is good enough. Your site should be easily navigable for mobile users.
Another thing to remember is that the more you add to your landing page, the longer it takes to load. Each element is a new HTTP request, which slows down your pages considerably. You should also optimize and compress your images to make them easier to load.
More importantly than that, there’s a marketing- and sales-related reason why this is a good idea. People have difficulty focusing when too much information is on their screens.
According to the theory known as the paradox of choice, people are less likely to decide when presented with too many options. According to one study, people presented with six choices were ten times more likely to choose people who had 24 varieties to choose from.
Reading is not a mobile-lite activity. So, use as few words as possible. Slabs of text are driving away mobile users.
One of the things that will drastically improve your customer experience is a streamlined checkout process. The less friction there is, the better.
You may believe they might get on with that while they’re already there. The problem is that they’ll remember it for the next time. So, the next time they look at your offer, they might subconsciously remember the multi-step checkout process and decide not to buy. This will make your shopping cart abandonment rate skyrocket.
In general, people hate having to register an account to buy. At the same time, we talked about customization. So, how can you know what they like and are interested in if they don’t make a profile? There are other ways to track their on-site activity, and a good CRM is probably your safest bet.
At the same time, there are many ways in which you can incentivize them to make an account. A good loyalty program or a referral program will usually do the trick. The key thing to remember is that an incentive is one thing, and a requirement is something else entirely. With the right intrinsic motivation, nothing will be too difficult.
Your stance should be that they can register if they want. If they don’t want to register, this won’t be the bottleneck in their purchases.
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People in today’s digital world don’t have too much time or patience. They want the process to be simple and for everything to run smoothly. Instead of insisting that they register, track them via a CRM and use this information to personalize their shopping experience.
Also, optimize your landing page to ensure their customer journey starts correctly. Optimize your site for mobile and always use the best optimization tools. This can make your job a lot easier.
By Srdjan Gombar
Veteran content writer, published author, and amateur boxer. Srdjan is a Bachelor of Arts in English Language & Literature and is passionate about technology, pop culture, and self-improvement. His free time he spends reading, watching movies, and playing Super Mario Bros. with his son.
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