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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