Every e-commerce website owner should know about running an successful online business.

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Every e-commerce website owner should know about running an successful online business.

The significant elements of an e-commerce initiative. What every e-commerce website owner should know about running an successful online business.

It still surprises me how many people don’t treat their e-commerce enterprise as an investment rather than a cost. They approach the whole project based on finding the lowest bidder for each service or product. But e-commerce projects should be approached from a more thoughtful perspective rather than just price/ cost. You need partners , more than low cost vendors.

Any good investor will tell you that you need to evaluate a business not only on its cost / expenditure but also on the value it will generates in the future and how robust it is to weather the setbacks any business inevitably encounters.

So here’s my list of things every owner planning or running an e-commerce venture should know :

1. Your supply chain is more important than your website design. Don’t spend excessive time on the website. Even an ordinary website will also do if your delivery setup is strong.

No matter how swanky and feature packed your e-commerce site is , if you don’t deliver you’re dead.
No matter how swanky and feature packed your e-commerce site is , if you don’t deliver you’re dead. I have known owners who have agonized for days on the site design , carefully planning and tweaking each pixel but have neglected their supply change. On the day of the launch and on subsequent days there is complete chaos with lots of disgruntled customers.

Yes , a beautiful website is great to have but I shall take a beautifully setup delivery / order fulfillment system over the beautiful website any day. In fact a fantastically designed site raises the hopes of great service from and you’d better deliver at that level.

2. Measure everything. There are a surprising number of items that can be measured and improved across the e-commerce website.

Most e-commerce site owners will be content to measure the number of visitors to their site and the turnover from the sales. These are necessary parameters to give you an idea of current performance but will not tell you how to improve in the future. I recommend e-commerce website owners to at least try and measure the following :

Time spent by visitors on site.
Bounce Rate – visitors leaving the site without visiting another page.
Most commonly taken path by visitors on the site.
Do a comparison analysis on which products are viewed more than others and why.
Cycle the products highlighted on the homepage and check which ones work best.
Do A/B splits on product names to see if that improves sales.
Analyze for losers in your product portfolio and replace them with new ones.
Look for drop points. Pages from which large number of visitors leave the site without ordering. Create funnels which will guide visitors to important pages.
Study abandoned shopping cart patterns. Visitors sometimes abandon the cart even after adding a few items to them. Try to figure out why.
Analyze orders to find price points which make the most sales. Adjust your product portfolio to hit these points more often.
There are many more which you can find by using a bit of imagination and common sense. But the thumb rule should be to measure everything that can help you improve performance and should lead to tangible action points.

3. Be prepared for technical glitches , server outages , credit card gateway failures and a myriad of other unforeseen technology related problems.

Many of these like server outages and credit card gateway failures will be out of your hands but you must be ready to explain and assuage customer concerns
An e-commerce website is a set of technologies working synchronously to give your visitor the shopping experience. But even with the best technology and robust software things can go wrong. You must have contingency plans when technical glitches occur.

Many of these like server outages and credit card gateway failures will be out of your hands but you must be ready to explain and assuage customer concerns regarding the problems. Be honest and don’t try to cover up. Customers will appreciate the honesty.

Make sure your hosting company takes regular backups of your data and ensure you have a copy of your database as well.

Always have a strong backup internet connection in your office in case your primary one goes down. You need to be able to access the internet at all times. Flying blind is not an option.

 


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