10 essentials of e-commerce optimization & attribution, Part two

Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can, and do, take to optimize online sales.

Online shoppers are a fickle lot and the competition for their attention and their spend is utterly fierce. Consequently, optimizing every aspect of your e-commerce program – and the tags that manage them - is absolutely essential.  Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.

This is part two of our list following Part 1, which we published prior to the Econsultancy Peer Summit in New York on June 2^nd. Comments and thoughts welcome. 

6. Wait, wait come back!

Every second, millions of potential customers abandon shopping carts, leaving e-commerce sites like jilted brides alone at the altar. But don’t waste your time on tears, figure out why they left you and respond accordingly.  

If they are off doing more research, retarget them, ideally with specific offers that will bring them back.  If it’s a current customer, a personalized email with a gentle nudge could also save the day.

7. DIY coupons

Online shoppers in great numbers regularly dart away from the shopping cart in search of discount codes/online coupons. Made famous by ubiquitous couponing sites, these coupons bring the customer back but bite into your margins.  

One way to address this is by creating your own couponing sites that load customized coupons based on user data. This approach will bring more customers back and lower your affiliate/commission payments.

8. Take it personally

Like the concierge who knows your favorite table or the bartender who remembers shaken not stirred as your martini preference, provide a personalized service wherever possible.  

If you know they browsed guns and swords last visit, you probably don’t want to start the next one with glasses and sinks. Similarly, if you know their zip code, you’ll want to let the customer know if their purchase will be tax free, information that could help close the sale. 

9. Make time for real-time attribution

While the arrival of pay-per-click advertising transformed digital marketing forever, the accompanying dependence on the “last click” metric became an unfortunate by-product that many, including Forrester, insist must be revisited.  

But, in order to plan spend better and incentivize providers for contributing throughout complex user journeys, e-commerce marketers need new tools that allow them to assess and reward all online channels for they role they played in driving conversion.

10. Have a happy holiday

A huge percentage of sites depend on holiday sales for a disproportionate amount of annual sales and profit. Site traffic goes way up and, on Cyber Monday, can spike to the stratosphere.  

Are you ready for this onslaught? Expanding your bandwidth should not be limited to server capacity. Remember to bolster things like inventory and customer service. A little preparation in these areas will go along way to insure that this year, even you will have a happy holiday.