eCommerce and omnichannel commerce businesses can navigate through a highly volatile and complex environment. In an environment where changes in technology happen so often, new business models appear on a monthly basis and competitive threats are the only constants, companies seek to find stability. Outperforming in this environment requires being responsive to these market changes and to be able to build an exceptional operational team.
At a certain point, organizations find themselves at a brick wall seeking answers on how to optimize your e-commerce business and be responsive to market challenges and in line with the context of your business environment.
To make it happen, first and foremost it’s important critically reexamine your e-commerce business structure from the perspective of customers, vendors/suppliers and the technological point of view to optimize all the systems and processes accordingly.
There are several important aspects that require your attention to have a successful e-commerce business. Efficient customer-oriented online store, fast and reliable shipping and delivery processes, as well as professional supply chain management, are all important. Please, mind that by changing only one part of the equation you can only achieve limited positive effects in terms of reaching your global e-commerce optimization goals.
Turn on your imagination and envisage this process in the form of a control panel with several levers, each of them impacting your growth rate, sales and ultimately leading to your business’ success or failure.
Considering all of the abovementioned, the whole process of e-commerce optimization comes down to identifying and removing the existing bottlenecks along with improving the effectiveness of all systems’ operations to maximize revenue and profit.
A structured point of view may help you understand it in a better way:
eCommerce business continues to grow year on year, and product owners need to keep their eyes on the ball and get acquainted with the latest instruments to find new ways to do business. Acquiring new customers, building relations with existing shoppers and analyzing your user base are critical in implementing successful data-driven decisions, continuously improving conversions rates and taking care of your tech performance.
A – The scarcity of significant data for analysis and consequent optimization. At this point optimization should be done at macro-level by taking major project related decisions.
B – With the growth of business the number of available data points increases exponentially with the proliferation of the product range and growth of traffic volume. Implementing the system of systematic tracking, measurement and analysis of the most important e-commerce business metrics will allow to make data-driven decisions and see considerable growth of business objectives.
| Stage | Launching and growing business | Launching and growing business |
| Optimization level | Macro-level | Micro-level |
| Platforms | Enough to launch and enable iterative growth | Ensure scalability and flexibility |
| Tools | Basic analytics and business support tools | At this point organization needs a lot of tools including: • Customer behavior analysis tools
• A/B testing tools • Performance monitoring tools • Heat maps and recordings • Push notifications tools • Personalization tools • Surveys tools |
Experienced online marketers now agree that “conversion rate optimization (CRO) is as important as search engine optimization (SEO),” meaning that if you’re not testing it, you’re losing it. Passing on money that is right in front of you is no funny thing, as even the simplest and most obvious changes lead to a step-by-step optimization that can have a dramatic effect on a large scale.
For example:
Although optimizing conversion rates sound like a one-time action, it includes several stages: discovery, analysis, development of a hypothesis, implementation, testing, and measuring. This process is continued until we see a clear-cut improvement in the target metrics.
To achieve meaningful results and ensure long-term sustainable effect, we practice a multi-tiered, continuous approach. We start with small changes, test, measure the impact, and analyze the consequences before we continue. Only by implementing a step-by-step strategy we can guarantee an exceptional user experience. It allows to bolsters customer engagement and dramatically increases ROI.
When you want to increase conversion rates and drive average revenue-per-visitor you should:
At OrbitLift we understand the utmost importance of a systematic review and upgrade process. Technologies need to match the changing business environment and keep up the pace with competitors. Solutions that successfully worked two years ago may not fit current consumer expectations. They can be mobile-friendly. Outdated solutions mean a stagnant business.
Legacy systems are quite widespread among eCommerce businesses because many of them have already spent time, energy and money into rolling out these systems some time ago. Unfortunately, the aged soft may be incapable of meeting modern tech requirements. But it also requires a higher level of maintenance and involves multiple software adjustments or patchwork, which make it more challenging and cost-ineffective as well as insecure.
The main reasons to upgrade your legacy system are:
