It is not always the economy's fault if your own eShop does not achieve the planned sales growth rates or generally does not generate enough sales. Often only small things, such as an unattractive product presentation, design errors, poor usability or too long click paths, e.g. such sales losses. Not every eShop also benefits from consumers' desire to shop online. Insecure payment options, e.g., repeatedly lead to the termination of the purchasing process. On the other hand, an attractive product presentation, intuitive navigation or logical ordering steps make an eShop more attractive.
As experts in holistic optimization along central online shop usage phases or along the central eCommerce areas, our consultants help you uncover optimization potentials, develop test hypotheses and finally also implement A/B and MV tests for you. We call this continuous test/analysis and optimization cycle the path to the "ideal eShop". On the way to the ideal eShop, Smart Commerce attaches particular importance to the continuous improvement of KPIs. The quest for the ideal eShop is a continuous improvement process CIP (in general: PDCA, Plan-Do-Check-Act, or Deming Circle). Every shop manager has mechanisms or "adjusting screws" with which he can positively influence the eCommerce KPIs in the virtual shop space.
All areas of eCommerce are affected:
- from the online assortment,
- the actual eShop,
- (online) marketing up to
- Service and fulfillment.
Other important eCommerce KPIs - besides the conversion rate - are sales, the cost-turnover ratio (KUR), the return rate according to quantity and value, customer key figures and repurchase rate. For cross-company and cross-departmental analyses and comparability, precise definitions of KPIs are required, e.g. for sales of demand sales, cancellation sales, gross sales, net sales, returns sales. Demand sales include all possible sales before cancellations, technical problems, stock differences, payment defaults, etc. The gross turnover is the "delivery turnover" that goes to the customer. The net turnover is the gross turnover without the returns turnover. The KUR per marketing channel shows whether the budget used per channel is in the right proportion to sales before and after returns, e.g. to "switch off" badly functioning channels.
Analytics, especially web analytics, is used to measure the effects of changes in the adjusting screws on the behaviour of visitors to websites. Smart Commerce masters the effects of the adjusting screws of the various areas of the eShop as well as the control loop of continuous improvement of KPIs. And Smart Commerce helps its business partners to find the ideal eShop.