High Level Re-Platforming Goals, Changing eCommerce Platforms

The following is an excerpt from a recent presentation we did for Tenzing Managed IT Services, a leading Managed Hosting provider focused on large-scale SaaS and eCommerce websites. We helped them map out some of the common, high-level goals most online merchants share when migrating to a new eCommerce platform provider.

Goal #1: Building Traffic

•Introducing new traffic sources to diversify sales by major traffic segments (i.e. Paid vs. Organic Search or Shopping Sites, Referrals, Affliates)

•Requires strategies for SEO (on-page and off page), social networking, shopping aggregators, contact acquisition, affliates

•Setting goals for growing specific sub-segments of traffic (advanced segmentation and digital analysis)

Goal #2: Increasing Conversions

•Many times there are significant opportunities to grow sales simply by increasing conversion rate vs. traffic

•Deals with: ability to find, research, and buy products quickly and easily

•Conversion rate data is available by industry and website (i.e. IR Top 500)

Goal #3: Website Control for Marketing

•Many marketing teams have limited or no control over the website and have to “go through IT” to make changes; marketing teams want to make changes quickly

•Common controls needed: Promotions, Targeted Content, Product Carousels, Cross Sells, Banners, SEO

•Launching new products, categories, and brands; customer segmentation

Goal #4: Integration with Business Systems

•Reduce manual efforts for Order Management, Customer Care, Fulfillment, Fraud; enable the Order Maintenance team to “pull up orders, customers, manage orders”.

•Enable access to leading 3rd party services; Marketing services, Social Networking, Payments, Search

•Streamline business processes related to eCommerce (re-educate, adjust workflow); legacy systems integration to automate ERP/POS -> eCommerce

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