Effective management of an online store has many nuances that affect sales. In this article we will tell:
- How to properly manage an online store?
- What you need to know and what tools you need to have?
- What performance indicators ( KPIs ) should you use?
EFFECTIVE ONLINE STORE MANAGEMENT
- Engaging users
This stage includes the promotion of the online store in search engines ( SEO ) and social networks ( SMM ) using Internet marketing tools.
If the online store promotion strategy is designed correctly, then the amount of traffic will gradually increase. The next step will be to work with potential buyers. Here it is important to consider the cost of attracting one visitor –
KPI: Cost of attracting 1 visitor = Total promotion costs/number of visitors per month
The cost per visitor should be calculated for each promotion channel separately (SEO, SMM, Email-marketing, etc.).
Recommended tools :
- Retention of visitors
It is possible to keep visitors by means of:
- interesting offers,
- high level of usability (convenience),
- excellent and responsive design,
- qualitative photos,
- good functionality,
- the detailed description of goods,
- a convenient form of purchase and feedback.
The online store should be convenient and simple, with clear navigation, modern design.
KPI: average time spent on the site, viewing depth, bounce rate.
Note that for each product and service, these indicators are individual.
Recommended tools: Google Analytics, HotJar, SendPulse push notifications, etc.
- User Quality Analysis
The online store administrator must analyze the quality of traffic: whether the company is positioned correctly and whether the target audience visits the site. After all, the main purpose of developing an online store is to make sales, not to collect traffic.
KPI: Conversion of visitors to buyers = Number of visits/number of visitors
Recommended tools: Google Analytics, Google Search Console, etc.
ALSO READ: Important Stages of Online Consumer Behaviour
- Monitoring the work of staff
Evaluation of the effectiveness of sales managers: how trained employees are and have communication skills. And the online store itself should encourage communication with the seller. For example, all pages of the site should have contact information and a convenient form of communication, hold promotions and sales, offer loyalty programs.
KPI: Manager Performance = Number of Sales / Number of Appeals
After the user makes a purchase, he must continue to work to increase the number of products in the basket ( cross-sell ) or persuade the buyer to buy a more expensive version of the product (upsell). For example, it is advisable to make an e-mail with an offer to buy accessories for a smartphone (headphones, memory card, case, etc.) to the person who bought the phone yesterday.
Recommended tools : push-messages and email-mailing SendPulse, MailChimp, GetResponse, SMS-mailing ePochta, SendExpert, etc.
We have listed the main stages of effective online store management, which will help increase customer loyalty and, consequently, increase sales.
If you need help – contact us!