First, you need to set goals. Aspects such as sales goals, average invoice, number of orders, average number of products per order, expected conversion rate and number of site visits are important examples to guide us in what we expect to achieve in order to chart a suitanable path within their reach. Online measurement of results is allowed, wich favors tracking as to what is being achieved and wich aspects are not being so well. Therefore, online analysis tools are useful tools for tracking the achievement of the objectives outlined. 2. I will choose the right e-commerce platform
The market is flooded with e-commerce platform options, however you need to evaluate your specifications. Through that, you will be able to easily compare the prices of each platform or technology partner. Still, the cheapest solution is not always the most sustainable and best suited for your business or goals. It’s necessary to establish goals and realize what features or aspects you should include in your online store.
3. I will invest in human resources
Although creating an online store does not requires the same investment as a physical store, wich ultimately entails higher costs, e-commerce also entails some investment in human resources. Creating an online store is not enough, you need to keeping it up to date and optimized. For this, and even if you focus many tasks on yourself, it is not possible to have a sustainable business if you have no one 100% dedicated to growing your store's online presence.
4. I will invest in quality content
The facade of your store is not enough, you must also invest on its interior. It’s impossible to attract customers unless a relevant, appropriate and personalized message is being conveyed. When designing an online store and digital marketing strategy, it is important to invest in quality content, such as demo videos, high quality images, descriptive and appealing text, etc.
5. I will provide customer service via multiple channels
If you want to build trust and establish good connections with your customers, customer service is a must. You should do this only to provide support, assistance and follow-up, but also to receive feedback. Customer service should be done through multiple channels: email; phone number; Skype; WhatsApp; social media, etc. You can aggregate all customer contact information into a single helpdesk or ticketing platform, if it is more convenient for you. 6. I will continually invest in my online store
Just as a physical store needs work and maintenance, so the online store will need permanent care. The online store is not static and constantly needs improvement. Investment should always be taken into account to improve the user experience and introduce new tools that increase conversion. 7. I will develop a marketing automation strategy
With an online presence you need to invest on marketing. Through a digital marketing strategy you can bring your potencial customers closer and keep those who are already closer. Thus, it would be important to develop automation marketing as well, to anticipate a set of situations and to develop automatic but relevant responses. Examples of situations to consider:
• send an welcome email every time a client does the register; • collect the customer’s prefferences and send it to them via email; • send promotions and discounts alerts about products saved in customers wish lists; • alert the customer when a stock of a desire product is replenished; • create pre-sale campaigns for your best customers; • recover lost shopping carts; • recall the need to repurchase a consumable product;
