QUESTIONS & ANSWERS

Answer: This is a very big question, as there are several factors that you will need to consider if you want to a successful online business. At the start, it is important to ensure the user/customer experience meets your brand values online as they do in other channels. Ensure the interaction of your users/customers is as easy and simple as possible, Don’t make them have to think about how they are going to get to their end goal; be it finding information, buying a product or simply finding a customer care number to contact you offline. Map out what your customer acquisition and retention plan will be and the focus of effort between the two. How do you want your merchandise to seen online, what service do you want to, or can offer online? Do you have any unique differences from your competitors? These are just some things to consider; each business will have different goals and needs.

Answer: First start by setting out your objectives and short, medium and perhaps long term vision if you can see that far ahead. By first understanding what you want to achieve from your online presence, will help you to map out the potential roadmap that much easier. Do you have a budget and resource to deliver your vision? There are of course so many factors to consider, so it’s important to map out as many of these different variables and business areas as possible from the start. Seek the advice of others who have done it already, consult online resources and brainstorm ideas within the business before you embark on delivering your vision.

Answer: You’ve got your digital strategy in place, buy-in from the senior members of your business and been awarded the budget to deliver you e-commerce roadmap.  The challenge now is who are the people needed to deliver this strategy. If this is a new direction for your business, chances are the current people in the business may not have the right sets of skills to deliver the optimum web strategy. All is not lost. There are a number of ways this can be addressed. It may be worth getting the advice of an experienced e-commerce consultant to help you map out the expertise and skills you will need so you can up-skill the existing team and develop them to deliver the e-commerce strategy. If budget allows it may prove a good initial investment to bring some level of expertise to compliment your existing team and at the same provide an expert voice in house to develop the rest of the team.

Answer: Healthy conversion rates can vary from 2% to 25%. There really is no standard!