An eCommerce potential analysis describes the structured examination of additional turnover and additional result potentials of an existing eCommerce platform. Based on the results of initial reviews, a realistic estimate of achievable improvements in key business metrics and the resulting realistic latent additional revenue potential is made along the implementation of a proposed optimization project portfolio. In order to optimize eCommerce, continuous improvement is indispensable. This is often referred to as CIP, PDCA, the control loop of continuous improvement or the path to the "ideal eShop".
The A/B test is a test method for'automatic', non-emotional evaluation of two variants of an eCommerce system, in which the original version is tested against a modified version. The A/B test divides the target group into two subgroups: Group A and group B. The test object is also divided into two according to the distribution of the target group: the original variant and a changed variant. The winning variant is characterized by better key figures and will be used in the future. In contrast to the A/B test, the multivariate test changes several variables and tests them for their effectiveness. In user experience tests, the actual users come into play, regardless of whether they are average online shoppers or business buyers. While performing typical tasks on an eCommerce website, our experts uncover the usability weaknesses of the application through observation and structured questioning. These, too, are fed into continuous improvement.
Analytics, especially web analytics, is used to measure the effects of "setscrew changes" on the behavior of visitors to websites. It serves the analysis, optimization and control of eCommerce processes; corresponding tools make it possible to measure a multitude of eCommerce key figures and marketing actions.
Conversion is a central eCommerce parameter and professional conversion rate optimization is a central continuous improvement. The ongoing optimization of further business KPIs extends across all areas of eCommerce from the online product range, through the actual eShop, online marketing to service and fulfillment; important eCommerce parameters - in addition to the conversion rate - are sales, the cost/revenue ratio (KUR), the number and value of returns, customer indicators and the repurchase rate. In the Business Performance Review of an existing eCommerce system, we comprehensively analyze and compare these eCommerce parameters across the online offering, the customer experience in the online shop, online marketing and multi-channel services.
Personas represent different user groups of your eCommerce solution. With photo and curriculum vitae they get a picture and a story, become plastic, burn themselves into the minds of your development team, and thus ensure that you do not bypass the user in all changes. The development of personas is a method of user-centered design to keep an eye on the target group; they help the team to put itself in the position of potential users and to maintain this perspective throughout the entire design and development process.