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Increase conversion, reduce abandoned baskets Increase conversion, reduce abandoned baskets
February 20th, 2007

Datasouth understand that e-commerce is about more than a product database and a shopping basket. Our customers demand and receive a consultancy-lead approach which employs marketing fundamentals, retail wisdom, technology, innovation and industry best practice.

The flexible architecture of .SHOP allows customers to monitor key performance indicators and adapt their store, database and basket to ensure highest possible conversion rates and therefore, reduce abandoned baskets. Datasouth have today released their latest conversion best practice guide.

Understanding Best Practice

Always begin with the end in mind. Identify your goals for conversion and implement means of measurement via the use of key performance indicators. Once you have decided what you are working towards it is sensible to regress to conventional direct marketing wisdom. The DMA suggests that the success of direct marketing campaigns depends on audience targeting (where your PPC effort is going) the proposition or offer and the creative execution of these.

The next step is obvious, or you’d think it is! Ensure your site is about your customers, not you. For advice on this read “Don’t Make me Think” by Steve Krug. The bottom line is making sure the site structure is optimised around your customers, and that you communicate a relevant, up-to-date and compelling message in terms of “why should I buy?”

If you read Steve Krug’s book you will find out about effective calls-to-action. At every stage bring together what your customer is likely to want and what you want them to do in to a clear and concise call-to-action. Don’t make them think.

Once you have attracted the right demographic, delivered a compelling message, helped the visitor find precisely what they were looking for we come to the vital transaction – adding products and services to a basket and converting the visitor to a customer. To do this you require an e-commerce basket that is flexible, scalable, and based around an open architecture that allows you to develop it around your customer, not force your customers to use a prescribed manner of doing things.

Finally, you can’t manage what you don’t measure. Use your stats, understand how your site is being used and how it is performing. Test your theories, and refine your processes by taking each of the points above and starting again from a more informed standpoint.

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