The Crystallization of Enterprise, Brand Imprint and Creativity
There is a wide spectrum of Core Components of an Ecommerce Platform that must be strategically developed with precision to ensure visitors can traverse the website easily and be persuaded to take actions that will lead to desired outcomes of sales, leads, subscription, download, contact and other key engagements.
Priority Objectives for Ecommerce
Interface
Visually Commanding Experience | Ease of Use | Persuasive Messaging | Mobile-First Framework
Sensible Budget | Achievable Milestones | Collaborative Teams | Exhaustive Analysis and Testing
The Architecture of a Website will dictate how well Customer Engagement and Actions are Achieved
Usability and Findability require blending Creative and Clear Experiences with the Science of Online Interactive Behavior
Design first for Structure, Data Taxonomy, and Navigation before Presentation and Context
Take an Integrated Approach with other Channels, Multi-Device Use Cases and Touchpoints to Optimize Fluidity and Drive a Relevant and Resonating UX
A Fitness Regimen for Websites
Brand’s Value Proposition is Up-Front and Earnest
Search and Navigation have No Barriers
Content and Visual Elements are Influential and Motivating
Call To Actions are Obvious and Effective
Customer Goals are Easy to Achieve
Visual Guides, Cues and Support Features are Abundant
Make Opportunities Out of Numbers
Sentiment
Sentiment Analysis
Gain a more in-depth understanding of how users think about the brand. Take advantage of the insights to pursue greater favorability and improve perceptions.
Predictive
Predictive Analysis
Utilize user activity, trends and site statistics to forecast future intentions, allowing for targeted marketing strategies to be employed.
Associative
Associative Analysis
Evaluate purchase data to identify products or services frequently viewed, saved or purchased together to shape the site’s cross-sell display and featured recommendations.
Demographic
Demographic Analysis
Learn valuable aspects of visitor profiles to parse the audience into segments for more relevant campaigns and effective engagement.
Website Essentials
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Figure Out How to Stand Out Yet Still Fit In
Center the Team Around a Clear Objective
The Value Proposition Cannot be Misperceived
A Website Must be Search-Centric
Make It Easy to Find Their Way Around
Inspire the User to Explore
Clear Paths to Reach the Desired Destination
Visual Cues to Guide a User’s Navigation
Symbols & Icons Should Be Recognizable
High Resolution and Captivating Imagery
Make Messaging Motivating and Concise
Is There an Element of Energy and Enthusiasm
Avoid Distractions – Allow Users to Focus
Give Them Reasons to Convert
Users Need to Confidently Steer Through the Shopping Cart
Does the Website Exude Authority and Prominence
Create a Sense of Assurance for the User
Does Web Hosting Services Cover Your Specific Needs
Ordering portals have risen in popularity as both wholesalers and retailers are taking advantage of the range of features to enhance their B2B customer relationships and services.
There are many types of portals on the market including “all in one” solutions for mid-size companies as well as enterprise platforms that offer sophisticated account management tools and utilize AI to create personalized experiences.
Complexities arise from many internal sources such as the databases, systems structure, and technical stack design. Complications can also come from customer demands and unique nuances of the business model that may require a portal to facilitate difficult or complicated transactions.
I have outlined key features and capabilities that an organization should consider when weighing the best online commerce option for their business needs. And, from my own experience, I warn against the suggestion by some SaaS firms that their ‘out of the box’ software is simple to launch and an ideal choice. The pitch is enticing, but the results are often unsuited to the business requirements, detrimental to growing sales, and costly to replace.
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