Creating Conversions in a Changing World

CA Guest Blog Post

In an ever-evolving e-commerce landscape — marked by constant innovation, new frontiers and tech one-upmanship — the future of your online business lies with your product data. It’s your company’s lifeblood. And it defines who you are.

What’s imperative is that you have the ability to stay versatile with that data, so whatever new channels or platforms arise, you can harness them to achieve maximum sales.

At ChannelAdvisor, we’ve recently announced a strategic alliance with one of the industry’s leading webstore platforms, Bigcommerce, which is a vital step toward making this goal a reality.

As you take control of your inventory data and try to maximize your conversions, keep these four best practices in mind:

1. Make sure your product data is clean, comprehensive and agile.

The key here is a single, clean, error-free data feed. The fewer data streams you have to maintain, the less likely you are to make a mistake. And in the e-commerce business, mistakes lose customers. To prevent that from happening to you, we’ve launched the ChannelAdvisor Webstores Amplifier. The Webstores Amplifier takes your single data feed and sends it simultaneously to all of your channels, including your webstore and marketplaces like Amazon and eBay. Instead of entering your data multiple times for each channel, you enter your data just once, limiting the opportunity for error.

  • Need to release a new line of products immediately across numerous channels? Not a problem.
  • Interested in experimenting with cross-border trade (CBT)? It’s easy.
  • Worried about overselling? Everything is synced.
  • Using Fulfillment by Amazon (FBA) to store products? The process is streamlined.

Once your inventory feed is integrated with the Webstores Amplifier, your data can go anywhere you want it to go and adapt to what you want it to. It’s that easy.

2. Make sure your webstore is robust and syncs with your data.

With most of the advanced functionality already built in to Bigcommerce webstores from launch, it only made sense for ChannelAdvisor to extend Webstores Amplifier support to include them. In addition to the high functionality, another immediate advantage of the Bigcommerce platform is its flexibility. A storefront can be launched in a matter of hours.

In a way, Bigcommerce levels the playing field for retailers. It makes it easy for small- and medium-size businesses to have the tools and capabilities of the big stores. Now, couple that high-functioning webstore with the ability to synchronize your inventory data throughout every other channel you desire and, suddenly, you have options.

  • Need to add an additional webstore or spin up a specialty store for the holidays? It can be done in a matter of minutes.
  • Want Frooition to revamp your Bigcommerce site to accommodate your growing business? Your data is ready to sync with it immediately.

3. Drive traffic to your webstore.

We could write an entire blog series on the topics of paid search and comparison shopping engines. However, for the purposes of this blog, we urge you to stay organized and continue trying new ways to drive traffic to your webstore.

Find keywords that convert, whether through trial and error or studying what’s worked in the past. Optimize keyword term bids based on the profitability of the keyword. Keep your ads up to date and keep track of what’s working. Follow your competitors and see what they’re doing.

With careful organization and study, you’ll be able to spot trends faster, seize opportunities first and, ultimately, get consumers to click on your product.

Which brings us to…

4. Optimize your webstore to enhance shoppers’ purchase path and drive conversions.

When consumers show up at your webstore, the last thing you want is for them to take a quick look around and click for the door. You want a webstore that encourages the consumer to stay and convert.

Again, this subject could be expanded into an entire series, but many of the things you need to worry about are common sense.

  • Keep the shopping cart experience smooth and easy.
  • Use site search on your website to learn what customers are shopping for on your site and use that information to create new content.
  • Create a plan for the next steps after a purchase. Do you want to set up a “thank you” page, a “Feedback” page or offer upsells and discounts?

It’s up to you to figure out what works best for your site and your potential customers. But most important, the customers should enjoy coming to your site and converting.

So there you have it. As you stare in wide-eyed amazement at the technological breakthroughs happening around you, remember what’s most important to your online business: maintaining control of your product data. Keep your data clean and versatile, make sure it’s synced with your high-functioning webstore, drive traffic to that webstore and then maintain a smooth path to purchase for your shoppers.

With these four things in mind, you will no doubt see a steady rise in conversions.