eCommerce Know-How

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Expert Know-How

April 06, 2010

Bridging the Generation Gap

Anna Kennedy, Executive Vice President of Guidance, an eCommerce development firm, shares tips on how to improve your site and increase your revenue.

eCommerce Evolution


Now's the time to use available technologies to upgrade to a 4th generation site, with all the bells and whistles. There are feature-rich eCommerce platforms with most of these capabilities out-of-the-box, allowing Guidance and other development firms to quickly and affordably deploy, customize and launch 4th generation sites for retailers looking to dominate their markets.

5 Ways to Engage Your Customers and Increase Sales


Don't let an abandoned cart sit there - When they don't complete their transactions, send your customers a personalized email showing items left in their cart. It should feature an offer, like free shipping, thus incentivizing shoppers to return to the site and complete their transaction.

Become your customers' personal shopper - Bring to their attention items they are likely to buy, based on their tastes, previous purchases and browsing behavior. Offering a personalized shopping experience is almost impossible for retailers with brick-and-mortar stores. This is where online retailers can truly shine.

Make it easy for them to find what they want - Keep your customers from getting frustrated when they can't find what they want, or overwhelmed when they find too many. With guided navigation, your customers can easily browse through your product catalog or filter down results by product type, size, brand, and price, among other categories. Use technologies like AJAX to quickly load navigation and search results as they get filtered by the customer's selected options.

Show your products in detail - Bridge the gap your customers face between physically holding, touching your product and seeing it online by providing as much detail as possible. 360° views, swatch-based colorization, rollover zoom and alternate product views are great ways to let your customers preview your items and avoid disappointment when they arrive in the mail. But nothing beats professional photography - this is a key area to invest in.

Use social media to promote special sales - Build anticipation for private sales events and limited-time offers through social networks like Twitter and Facebook. Post regular updates during the event, like current stock levels. Incentivize those tuning in to your updates with additional offers.




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