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E Commerce Best Practices
The document outlines 10 best practices for e-commerce derived from past experiences and listening to customers. It discusses a 3-phase approach: 1) listening to the past, 2) learning lessons for the present, and 3) leading into the future. Each best practice addresses a common reason for customer abandonment and provides recommendations to improve the customer experience and increase conversions. Following these best practices can help shape the future of e-commerce by applying the lessons of history.
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E Commerce Best Practices
- 1. CRM Metrix presentsE-commerceBest Practices derived from…PASTListening & LearningPRESENTLeading in the FUTUREShaping the
- 2. The Re-commerce™ Solutionis a 3-Phase Approach1.) Listen from PAST experiences2.) Learn what is applicable in the PRESENT3.) Lead into the FUTURE
- 3. HISTORICALLY SPEAKING…There areSix areas of abandonment identified by the CRM Metrix Re-commerce Solution: Only through our history and digital experience at CRM Metrix are we able to bring these E-commerce Best Practices forward…
- 4.
- 5. READ and CONSIDERand RECONSIDER…To facilitate the decision-making process, provide a……compare and contrast featureBest Practice #1
- 6. Consideration happens whenprospects are in researching mode: Help ‘em!“A chart comparing the features of your product to competing products would be helpful”“I would have liked to see product comparison charts with other brand names”“Show a matrix that compares the features and justifies why the price is the best deal.”Abandonment CategoryCustomer OutcomeBusiness OutcomeBusiness RuleBuilds consideration by viewing product benefitsAvoids abandonment to a competitive site
- 7. RE-WRITING HISTORYAvoid makingthe same mistake as others.Communicate where to buy products OFFLINEBest Practice #2
- 8. The researching modemay not always lead to an online purchase:Guide ‘em!Even though the focus of E-commerce sites is to buy online, some individuals use the site only for researching purposes.2 Types of communication needed:International locations“Wanted overseas shipping option“Domestic locations“I prefer to purchase in store”
- 9. “Want to gotry the product in-store ” Abandonment CategoryCustomer OutcomeBusiness OutcomeConsumer BehaviorAllows purchase intent to turn into action, offline instead of online.Avoid losing offline revenue to someone else.
- 10. History is ascience and…science is built on history.Offer a product recommendation tool that uses a scientific approachBest Practice #3
- 11. Shopper characteristics andhistory are a prophet for the future:Study ‘em!The underlying DNA of search (the search history) gives strong indicators of what the customers’ interests are in real-time format.Abandonment CategoryCustomer OutcomeBusiness OutcomeBusiness RuleHelp visitors find what they are looking for, reducing search efforts.Potentially up-sell and cross-promote products.
- 12. Inertia is thefirst law of history.Provide as few clicks to PRICE as possible.Best Practice #4
- 13. Continue seamlessly downthe purchase decision funnel: Move ‘em along!Do not allow visitors to spend time researching price and needlessly entering into the shopping cart process when purchase intent is low.“I don't like to get lots of information about a product without knowing the price.”
- 14. “Disclose the priceup front. No one likes going through a process without knowing the cost of what you will be buying.”Abandonment CategoryCustomer OutcomeBusiness OutcomeBusiness RuleConsumers are able to arrive at the products quickly and efficiently.Provides up-front communication to customers, building the B2C relationship and alleviating abandonment rates as visitors do not enter into the shopping cart process.
- 15. Historyis a messthat we must organizeto find meaning and purpose.Provide an easy-to-use classification structureBest Practice #5
- 16. Conversion occurs whenvisitors are pointed in the right direction quickly:Keep ‘em organized!Maintaining products in a classified structure alleviates frustration for prospective customers.“I don't have all day to find these things!”“Divide items into more logical categories”“More detailed menus so I don't have to load each page” Abandonment CategoryCustomer OutcomeBusiness OutcomeSite UsabilityAllows the end user to find relevant information in an efficient manner.Alleviates dissatisfaction among the customer base and helps encourage transactions.
- 17. Throughouthistory,the least initialdeviationfromthe truthis multiplied later athousand-fold.Show product AVAILABILITY up frontBest Practice #6
- 18. Keep your promises…butif you can’t,inform ‘em!Be sure to have featured products available or at the least be up front and honest if you do not, rather than sending visitors through the check-out process.Have the ability to notify the customer when an item is unavailable or backordered, as visitors went through the trouble of coming to the site.Abandonment CategoryCustomer OutcomeBusiness OutcomeExpectations will be better managed, as customers won’t be let down when the product is not in stock.Equity will be maintained and customers may just hang on even though the product may be delayed.Merchandizing
- 19. Best Practice #7OfferMULTIPLEpayment optionsThe strongest influencer of history lies in human choice.
- 20. If you don’tprovide visitors with a hassle-free shopping experience, someone else will: Capture ‘em!There are many payment options out there that will help to capture the sale.Abandonment CategoryCustomer OutcomeBusiness OutcomeConsumer Condition,Shopping ProcessRemoves the burden from online shopping and provides the customer with money management options..Increased conversions
- 21. teaches everything, includingthe FUTURE.Collect a CRM DatabaseBest Practice #8
- 22. Keep in touchwith future prospects:Use ‘em or lose ‘em.Taking a proactive approach and reminding customers about past intentions is sometimes met with a friendly response.Abandonment CategoryCustomer OutcomeBusiness OutcomeBusiness RuleAllows the customer to feel connected with the brand and is an informative way to build brand value.Enables ongoing communication, provides a re-engagement and reminder platform, andincreases potential conversions.
- 23. CAUTION CAUTION CAUTION: CAUTION CAUTION CAUTION HISTORY HISTORY HISTORY HISTORY CAUTION CAUTION CAUTION CAUTION CAUTIONDOES DOES DOES DOES DOES DOESCAUTION CAUTION CAUTION CAUTION CAUTION REPEAT REPEAT REPEAT REPEAT Add an orderhistoryBest Practice #9CAUTION CAUTION CAUTION ITSELF ITSELF
- 24. When the timeis right, remind ‘em.Keeping records of the visitor’s history will be helpful for the business as well as the shopper.Allows the visitor to view entire order history with purchases and product details.Allows the visitor to edit, rename and delete list of favorite items created.“List items bought in the past, either online added by you, or an in-person area that can be updated by me.”Abandonment CategoryCustomer OutcomeBusiness OutcomeBusiness RuleSimplifies the order and re-order process and serves as a reminder to visitors.Helps to build a rich CRM profile to feed into the CRM database, providing historical customer information.
- 25. The PASTis thebest predictor of theFUTURE.Employ a response targeting techniqueBest Practice #10
- 26. For a secondchance at success,hang on to ‘em!Do not lose the opportunity to re-engage with visitors based on their abandonment reasons or immediate needs.54%Re-engagement into site after clicking through from response stimulusAbandonment CategoryCustomer OutcomeBusiness OutcomeBusiness RuleCustomer expectations are met.This is a second opportunity to make the sale and dissuades defection to competition.
- 27. Beorganized
- 28. Beavailable
- 29. Beconsultative
- 30. Bethere when the time is right
- 31. Bea customer service platformA sense of human intelligence should be reflected within the E-Commerce experience.What E-Commerce history has told us:
- 32. The Future isstill Unwritten…Increasing conversions is more often than not in the control of the brand, not at the hands of the customer. Studying best practices reveals that:is the abandonment category that typically hinders E-commerce purchase transactions from being completed. BUSINESS RULES
- 33. The FUTURE iswithin your reach!Re-examine the Business Rules to align with customer expectations!