5 e-commerce strategy tips
In the previous posts, I wrote down tips on how to improve your e-commerce website in 2024 and also a part 2. In this post, I will share 5 e-commerce strategy tips (part 1):
Clear goals from management
Clear goals in digital
Learn to pivot
A seamless brand experience across all touchpoints
Performance & beauty
Clear goals from management
This point has been brought up in many other blogs, with interesting examples from TechTarget and Karola Karlson, so it only feels right to highlight it here.
Strategy as a whole should begin from (upper) management such as the CEO, no matter how small or big the company. Then strategy can be trickled down and developed to e-commerce, to make the brand and business grow as a whole.
If the business/brand has no clear goals for the year ahead, it’s time to set them up. These goals should be driven by long-term vision and data-driven decisions.
2. Clear goals in digital
Now that management goals is sorted out and fixed, look at various digital touchpoints where you should fix goals:
E-Commerce revenue
Website trafic
CRO or Conversion Rate Optimization
Less abandoned carts
Targeting a specific market
x % more conversions from SEA, SEO, Paid Social, Organic…
Other goals…
From the strategy, start a clear action plan with milestones and deadlines.
Now that this is done, let’s move on to the next significant step…
3. Learn to pivot
Now that we have covered all that’s important in building a strategy, let’s cover the importance of pivoting.
Just because you might have to reroute your direction or change the plan should not mean you shouldn’t set up a plan in the first place. In today’s quickly changing, often unstable environment, I find the skill of pivoting to be of vital importance.
Having a solid plan is great, learning to adjust your course and adapting it is even better.
4. A seamless brand experience across all touchpoints
A seamless brand experience or an omnichannel-first strategy means that no matter the contact with the brand, the experience should be of the same kind or homogeneous.
This is a strategy that I’ve found extremely important when working with fashion, luxury, and fragrance brands from my experience. However, it expands across all fields.
Your customer is highly likely to interact with many touchpoints of the brand, from physical to digital. It is important that these touchpoints convey the same information or “speak the same language”.
It often comes down to communication between different teams and finding a common language adapted to various platforms whether your customer interacts with:
A brick-and-mortar store
Social media platforms
Online customer service
Retail Insight Network has detailed it brilliantly with the example of Korean fragrance brand Elorea.
Korean brand Elorea topped Similarweb’s Digital 100 Ranking of Fastest Growing Beauty & Personal Care Sites
5. Performance & Beauty
In past times, I would have said people struggle with finding a balance between performance and beauty. For example, having an e-commerce website that:
converts a lot
has a high loading speed
while having
a conveying clear and aesthetic brand image
an immersive experience
Now, not only do I believe performance & beauty should be intertwined, but I firmly believe they are a win-win combination, especially for fashion, beauty, and luxury brands just to name a few industries.
Newer e-commerce CMS platforms like Shopify are becoming more and more interactive, which makes the “compromise” easier.
This article was part 1 of 10 e-commerce strategy tips, where we covered:
Clear goals from upper management
Clear goals in digital
Learn to pivot
A seamless brand experience across all touchpoints
Performance & beauty
Read part 2 here