By John freech
Not long ago I met an entrepreneur at a conference. It soon turned out that I am an online marketing counsellor and he has a web shop. The obvious question was: What makes your web shop successful?
Since we had enough time I did not want to seem impolite by only saying: '...well actually I cannot really tell you unseen...' I would have liked to say something that was light enough not to spoil the atmosphere of having a coffee but valuable enough to deal with at home.
The two-step solution sounds simple but it can give work to every web shop owner for years. It is the following:
1. First of all, you have to think in a process. You have to see the web shop as a process and the customer has to be brought through it. Where does it start? Where the visitor first sees your advertisement or when they read an article about it on the internet, or a customer opinion in a forum. Or perhaps when they read about the great (or not so great) performance of your web shop in an online marketing blog, etc. Where does the process end? If everything goes well there is no end. There is no end because you want to get returning customers. If you want to determine where the actual process ends (so where it starts again) then I can say it ends when you can attract the satisfied customer back to purchase again.
2. Second step is to continuously improve the steps of the process. When most people think about making more profit from their website and web shop, they think about more visitors, more products, higher profit ratio, etc. Of course these are also important but think about the following: How much do you earn (or how much do you lose) if you effectively complete each step of the sale process? If you do everything very well it means you will LOSE 90% of your returns! How is this possible? I will explain, it is really simple!
If the sale process has 10 steps - and the other sale processes also consist of the same number of steps including all of the actions of the customer - and if you work with 80% efficiency in each step compared to what is the most effective version, then the efficiency of the whole process - and this is only Maths - will be 10%. This does not mean that only 10% of the visitors purchase. This means if it WAS possible to get 30 customers out of 1000 visitors then your website got all in all 3 customers!
And I have not mentioned how much of your possible return you lose if the steps of the sale process of your web shop do not work with an efficiency of 80%!
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