5 big lessons for ecommerce excellence
So you’re a digital market trader, right? A barrow boy pushing pixels to make bank. You’re competing in one of the most difficult economic climates, and that competition is everywhere.
You need all the help you can get.
Fortunately I’ve worked in ecommerce since Jesus popped down to say hi.
I’ve been round the block so often, I’ve worn it into a circle.
And in the spirit of world-class mentoring you’ve come to expect from me, I wanted to share my five hardest-won lessons about trading in the B2C and D2C spaces. It’s not easy — but the rewards can be huge.
So tune in, and let’s get stuck in!
I’ve worked in ecommerce for decades. Here are my tips for anyone in the B2C or D2C game — whether you’re starting out, or a seasoned sales superstar with Shopify…
Optimise your product pages
With ever more sophisticated search algorithms at work, people rarely visit your homepage.
📸 Ensure high-quality, multi-angle product images and videos are available. Customers want to see your products from every angle and understand how they move and function.
📏 Provide accurate, comprehensive sizing information prominently. Don’t make customers hunt for sizing charts or guess their size.
🛒 Include an “Add to Cart” button without requiring scrolling. Make it easy for customers to add items to their cart from any point on the product page.
🔍 Offer detailed product information, including materials and sustainability features. Customers want to know what they’re buying and how it was made.
⭐ Incorporate honest user reviews and allow customers to filter them by relevance. Social proof is essential, and filtering helps customers find the most helpful reviews.
Get smart with navigation and discovery
You have to make sure the customer finds what they want, first time — and at warp speed.
📂 Create intuitive category menus and filters based on how customers think about products. Don’t force customers to adapt to your internal categorization system.
🔎 Improve your site’s search functionality, considering common customer search terms. Make sure your search bar is prominent and delivers relevant results.
🤖 Use machine learning to attach new search terms to products, improving discoverability. Keep your search results up-to-date with the latest trends and customer language.
🗺️ Implement “breadcrumbs” to help users retrace their steps, especially on mobile. Breadcrumbs provide context and make it easy to navigate back to previous pages.
Personalise the experience
Now AI is in our midst there is no excuse to be dodging a personalisation strategy. Not only can you respond in the browser to user behaviour and preferences — you can also be chewing that data firehose in real time to be presenting a quasi-tailored experience the second your customer hits the app or website.
📊 Gather data on user behaviour, preferences, and shopping habits. The more you know about your customers, the better you can personalize their experience.
🛍️ Tailor product recommendations based on browsing history and past purchases. Show customers products they’re likely to be interested in.
🏠 Customise the homepage and category pages based on user demographics and interests. Make every visitor feel like the site is designed for them.
🚀 Launch AI-driven “smart” recommendations for cross-selling and upselling. Use AI to suggest complementary or upgraded products.
Balance brand storytelling with storyselling
You know how cute I am on telling tales.
But there’s a balance. You’re here to tell more, to sell more.
Acquiring, and retaining, high value customers is a subtle dance. Less tango, more foxtrot.
📣 Because you still need a homepage, use it to amplify marketing campaigns and showcase hero products. The homepage is prime real estate, so use it wisely.
📖 Incorporate brand storytelling elements throughout the site, not just on the homepage. Let your brand’s personality shine through on every page.
⚠️ Ensure that storytelling doesn’t impede the path to purchase. Don’t let your brand story get in the way of customers buying your products.
🤝 Consider features bridging online and offline experiences, like in-store appointment booking. Connect your online and offline channels for a seamless customer experience.
Mobile-first design and optimisation is table stakes
It’s 2024! And yet, there are still shopping sites that forget most people shop on their phones. The horror!
🧹 Simplify navigation and reduce clutter on smaller screens. Mobile users have less patience for complex navigation or overwhelming content.
➡️ Implement mobile-specific features like horizontal scrolling for product images. Adapt your design to the mobile experience.
📲 Consider developing a mobile app for loyal customers with features like exclusive drops and personalised recommendations. Reward your best customers with a dedicated app.
So you think you’re a sales superstar? Which lessons can you share to help other ecommerce experts-in-the-making excel?
