4 Aspects to Focus on When Running an Online Marketplace

Whether you are at daybreak of e-commerce with a specialized store or on top with a flagship web-shop, there’s always room for perfection. The approach is just the same – know your customer, improve shopping experience and optimize data handling.

Consider e-commerce platform a foundation designed to suit basic needs. Just as you renew store facilities, you can integrate extra services via extensions covering every aspect you need to offer customers the very product they aim for.

Study the audience

“Hello, I love you, won’t you tell me your name?”

― The Doors

Customer information is never enough and never too easy to obtain. Still buyers can be motivated to fill in additional fields at registration providing you with basic characteristics, like age, gender, social and marital status. Beyond that, take one example of Customer Attributes extension users getting instant access to areas of interest, purchases, subscriptions and search history by analyzing every step they make on your store, either literally or metaphorically.

Client characteristics is what has always been rule conditions for smart discount campaigns and promo planning. Personalize mailings to reach the targeted audience and offer exclusive discounts, event-based promotions and rewards to inspire big-spenders and regular customers.

Based on reliable information on sales and customer behavior you turn business predictions into pure strategy.

You have visitors! What’s next?

“I may not have gone where I intended to go, but I think I have ended up where I needed to be.”

― Douglas Adams

The less customers look for desired goods, the more time they have to figure out next purchase. Some extensions, like Improved Layered Navigation, let your e-shop guide visitors throughout the process with the service that really assists.
Good search is quick search. E-commerce extensions contribute to the notion by offering better speed with autocomplete, synonyms, misspelling and relevance based on search behavior. Very soon you may see your service becoming self-learning.

Having achieved speed, narrow the range of products with extended filtering options. Let your customers set any specific needs, including in-stock, reviews, brands, price, saving, new, best-selling, most viewed, rated and wishlisted with Improved Sorting. Guide the way with breadcumbs, let them select multiple options and drive customer behavior with engaging labels.

Furthermore, fight customer fatigue with reviews and add-to-cart option in the drop down list or make use of it by stimulating spontaneous purchases with cross- and up-selling items offered by multiple product pages.

Never lose logistics off sight, as it can’t be satisfying without relevant information provided. Uncover estimated shipping costs, arrival times and return policy to enhance transparency and confidence in your business. With powerful calculation algorithms you offer valuable information instantaneously, without overpayments.

Stick with every client

“Take it and go!”

Average Middle-East marketeer

Shopping may be over – customer service never ends. Hold your clients close with targeted mailings based on order statuses, wishlists, history, subscriptions, customer activity stats.
Feedback collection is quite a challenge unless you make it instant and seamless by incorporating ticket-system, voice chats, social media, blog, review modules and knowledge base into a clock-work performing system being the source of relevant info and targeted traffic. Ever-growing customer community alone can build-up strong confidence in the store and purchases.

Google doesn’t have all the answers, so you’d better be prepared for those with helpdesk for immediate queries or customer portal to be reached by offline messages. Use them both to assist and submit official information on the store, new products, promotions and events.

Simple data managing and SEO

“In God we trust. All others must bring data.” – W. Edwards Deming
Foot traffic doesn’t guarantee sales, the similar applies to websites. Specific extensions

allow to easily set up high-quality sitemaps with titles, keywords and descriptions hitting the mark.
With new ways of content management you can regularly update product list, apply relevant sorting and google rich snippets to make your traffic targeted and organize data the way users really want it to see. That way you enhance ranking in search engines, attract additional traffic and improve conversions. Consider Meta Tags Templates to start with and go beyond.

The notion of perfect e-shop can be established by experts, but choosing a combination of extensions wisely you may soon become the source of another success story and a business model to follow.

Tom Parillo

Tom Parillo

I am interested in all things technology, especially automation, robotics and tech that helps change how society will live in the future.
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