Digital Marketing - Study Notes:
Effect on e-commerce
So we spoke a lot earlier about conversion rate optimization, and one of the key things that can negatively impact conversion is getting your customer service and your user experience wrong.
- A mobile site that doesn’t work as it should: This is often because it’s been designed for a desktop or a tablet page and it doesn’t reformat correctly. So it looks all wrong when the consumer is looking at it.
- Stock availability issues: Again, people can’t buy what’s not available for them. And so you’ve done all the hard work by recruiting the customer, making a value proposition and then at the last stage you fall and miss out on the sale.
- Pages take a long time to load: People have incredibly high expectations of how quickly they’re going to be served things. And so if your website is not quick enough you’ll lose customers.
- Invisible buttons: It’s also important that people can see the key buttons they need to be able to press. So if you don’t have an Add to Cart or a Buy Now button in a highly visible place, then that’s going to impact your conversion and your user experience.
- Unexpected delivery charges: People also don’t like surprises at the last minute. So by adding in delivery charges at the last minute when they’ve already got their head around how much they’re going to be paying for the product can be another key conversion killer.
- Error pages: When people are clicking on links and not getting to where they’re expecting to, having to navigate backwards all negatively impacts the overall experience of your website, the overall perception of the brand, and crucially the amount you can sell.
Graeme Smeaton
Graeme Smeaton is the founder of Royal & Awesome. Along with a proven track record in defining and delivering marketing strategies that drive significant growth and create real shareholder value, Graeme is highly commercial. He has extensive experience managing PLs and other key financial statements, while being an operational board director of AFG Media Ltd, and has experience negotiating with suppliers, distributors and licensing partners.
By the end of this topic, you should be able to:
- Identify the impact of logistics, packaging, purchasing, distribution, and payment options for an e-commerce solution
- Evaluate e-commerce revenue models and the advantages associated with different e-commerce solutions
- Critically appraise the requirements for managing e-commerce customers in accordance with current laws and legal guidelines
