Like all business owners, e-shop owners want to enhance their customers' experience with the sole purpose of achieving more sales. An online store with nice content, detailed descriptions, photos and videos is most of the time not enough.
You may want to increase your customers but you don't even know what SEO. In a world where all your visitors come from a keyboard, a wrong strategy can destroy your sales even if you have a very good product.
If you have an online store, see below for some practices that you may not know about or do not give the necessary importance that they should. Remember that in the article I will refer to the most important ones in my opinion. If you have any questions, I will be happy to hear them via a comment.
Average Order Value
The average order value in money that each of your customers spends on a purchase,
Average Order Value = Total Sales (in money) / Total Number of Orders
Average Time on Site
The average time a visitor stays on your site. The longer the better!
B2B (Business to Business)
A sale to a corporate rather than a retail customer. Usually at a lower price than retail.
B2C (Business to Consumer)
The opposite of B2B, here the store offers its products for sale to end retail customers.
Bounce rate
The percentage of visitors who went to your page and left without taking any action (click, purchase, etc.). If the percentage is high, you should correct it immediately.
Bundling (or Product Bundling)
A marketing strategy where an online store sells related products as a set at a much better price than if they were sold individually. For example, a store that sells printer supplies sells a set of printer ink cartridges at a lower price than if the consumer bought them individually.
Call-to-action
A marketing strategy in which the customer is invited to take action such as buy now, call now or subscribe to our list by giving them an incentive such as a discount coupon.
Cart abandonment rate
A measurement that shows us the number of customers who, while adding products to their cart, never completed the purchase. If you have this problem, you should take a closer look at your payment process and make any necessary corrections.
Chargeback
A bank transaction that reverses a payment to your store following a customer request.
Conversion
The success scenario. The number of visitors who ultimately converted into buyers.
Conversion Funnel
A Google Analytics measurement unit that shows the entire customer journey until they complete their purchase.
Conversion Rate
A number through which you can see the percentage of visitors who converted into customers compared to those who ultimately did not buy anything.
Cookies
Small text files that the store sends to the user's browser in order to store information related to the user's browsing. They are usually used for targeted advertising and to store shopping cart information. e.g. the user can complete their purchase the next day without having to find the products they are interested in again.
Cross-selling
A marketing tactic through which products are suggested to the customer that will increase the value of their purchase and give them additional advantages (for example, to someone who has bought a mobile phone, we suggest buying a case to protect it)
Drop-shipping
A form of cooperation between a store and a wholesale warehouse. The online store where the purchase was made transfers the information to the warehouse which undertakes the shipment of the goods. It is a widespread method in which the store does not have the products at its disposal. It is usually a cost-cutting tactic.
Event-triggered email
An email, usually an offer or gift that you send on a special occasion. The customer's birthday, celebration, etc.
Fulfillment
Describes the entire process you use to ship the order. Label printing, packaging, payment verification, shipping.
Gateway (or Payment Gateway)
The store and bank authorization mechanism through which credit card payments are made.
Keyword stuffing
A dangerous SEO tactic these days in which you insert keywords into your pages and products to achieve better rankings in search engines.
Landing page
A single page where the user takes only one action, usually as a result of a call to action as mentioned earlier. It can be a purchase, signing up for a mailing list, etc.
Mobile Commerce (mCommerce)
The use of a mobile phone or tablet to make sales. Due to the large number of such devices these days, stores are investing time and money in improving the user experience. They create applications or convert their store to be responsive to mobile phones.
Outsource
A form of cooperation between the store and other companies with the aim of reducing costs or providing better service. For example, a large online store that has customers in European countries has its warehouse in various locations and not in one. The shipment and management of the goods is done by another company. This way, the store avoids the costs of maintaining and operating a warehouse, employees, etc.
Pay-Per-Click (PPC) marketing
A form of online advertising in which the advertiser pays per click, that is, once the customer clicks on the advertisement and is transferred to the online store.
Search Engine Optimization (SEO)
A marketing process aimed at enriching the site with content in order to rank the site well in search engines. The Keyword stuffing we mentioned is just one of the ways we can use. Usually, to get results, we have to combine many ways so that the search engines see us with a good eye!
Stock-keeping Unit (SKU)
The unique identification number used by each e-shop for each product or service available for sale.
Shopping cart
A virtual presentation of the products that the user has selected and is about to purchase.
Time Lag A measurement of the Google Analytics service , which shows how many days it took for a user to convert into a customer.
Turnkey
A customized program that has already been created and can be sold to other customers, covering their needs as well.
Upselling
A sales technique through which the buyer is convinced to buy a better version of the product. e.g. the mobile phone they chose is also available in another model with more memory and obviously more expensive.
Web analytics
A set of elements, some of which we have mentioned in the article, through which the store collects data in order to extract user behavior so that the store can then achieve more sales through targeted changes.
If, for example, the data shows a large number of users who immediately close the page for a specific product, we will need to make changes to that specific page until we see some improvement.
To see and utilize the data we have mentioned and more, you must have connected your store to the Google Analytics service.
source: techblog.gr/
