2 Keys to Building a Successful eCommerce website
In a world of fast-paced technological advancement, building a successful ecommerce website can be a daunting task. How do you create a plan that is adaptable enough to keep up with changing trends? Matt Edmundson has over a decade of experience in developing and running successful Ecommerce businesses, resulting in over $50m of sales worldwide to over 6m customers. Experience has taught Matt, regardless of advancements, there are two keys to building a successful ecommerce website, a website that will enable your business to thrive.
Understanding these two simple principles will mean you can create a holistic vision for your website and communications to attract and engage your customers. Matt Edmundson can show you how to make the most of every interaction with your customer, how to tailor their experience to not only increase initial sales, but also the frequency and amount of regular customers’ orders.
In his online course, Mastery 2017, Matt further delves deeper into these concepts, giving in depth examples to show you how these two keys can unlock growth in your ecommerce business.
The 2 Keys - Traffic and Engagement
How You Attract Traffic
Ask yourself, who is coming to your home page? Who does it attract? How? And why? Having a real understanding of this information, and learning how to attract customers to your site, is one of the two keys Matt Edmundson has found for a successful ecommerce business website.
There will likely be two kinds of traffic to any site –
Direct Traffic – that is, people who either type in your company name or even your website into the search engine. They know about you. They are likely existing customers. Or someone with a direct link to your company.
New Customers – the second group will be people who don’t know your company, your values, what you can offer to them. They may have clicked on an advert for a specific product or have been redirected by google after searching for a brand or product you stock.
Learning how to attract traffic means learning how to create a holistic plan that works for these two groups of people and their separate needs. To do this, we have to understand our target customers, and how we can create content that attracts people to your site. Matt Edmundson, in Mastery 2017, gives a clear strategy of using content creation and inbound marketing to attract customers to our site. With 4.6 billon pieces of content created everyday, a clear strategy and plan is key to standing out from the competition, so your site attracts people.
How You Engage
So you’ve attracted people to your site. What now? You need to engage with them with a meaningful way. Matt Edmundson teaches the second key to a successful Ecommerce business website is meaningful engagement with people once they land on your site. If we can the experience meaningful for visitors and customers, they are more likely to come back. That means starting with the Home Page, but carrying this meaningful engagement on every step of their journey on your site.
So, what do we mean by meaningful engagement? Matt explains it as creating a shared meaningful story with your website customers and visitors – what about your business is unique? What is the culture of your company? As consumers, we connect with culture. And vitally, we connect with culture that connects with our own story. Many companies make the mistake of making the engagement they have with a customer or visitor all about their business. Matt turns this idea on its head in Mastery 2017 – the key to engagement is understanding the role you play in your customer’s story. In the module in his online course on engagement, Matt will show you a different way to view your customer experience – unlocking growth in your ecommerce business.
The Multiplier Effect
So we have learnt so far that Traffic (how we attract people to our site) and Engagement (how we engage them once they are there) are the two keys to a successful ecommerce business website. Once you crack them, and their relationship to each other, you will see your business grow. Matt Edmundson explains it as the multiplier effect.
Traffic x Engagement = IMPACT
If we just increase the traffic to our site, we will see some impact in our sales. If we just increase engagement on the site, will see some impact on our sales. But, by working on both areas, this is where we create the multiplier effect.
We are attracting more people to our site. When they get there, we now have a clear plan of how to engage them, depending on their specific story. Because we now understand we engage with existing customers in a different way to new visitors, we will have more success, translating that success into sales.
Investing time into getting to grips with these concepts, and the practical steps for your business, will see a transformation not only in first time sales, but also in the frequency of regular orders, and the order value of returning customers.
The Customer Quadrant
Understanding our customers’ different needs is made easier with the Customer Quadrant that Matt will take us through in his online course, Mastery 2017. A quadrant with a horizontal line for knowledge and a vertical line for trust gives us four clear types of customer – those with high and low knowledge levels of our products, and those with high and low trust levels in our company. Each quadrant will need a different approach for engagement.
Trust – we tend to build trust in a company through successful engagement. We would typically expect to see returning customers in the high trust quadrants, maybe people who have experience to back up their trust. Newer customers, and those who are first time visitors, will likely have less trust in our company. We have earn that trust – through testimonials, guides, expert advice. We have to prove ourselves worthy of their engagement.
Knowledge – the knowledge level of our customers, of our products, of their understanding of their own problems they need the products for, will again affect how they engage with us. We need a variety of content that caters for all knowledge levels, to build and maintain trust, and to increase sales. Understanding what they need will help our customer to be able to make a purchase from us.
A Clear Plan for Success
Understanding our customers, and how we can attract them to our site and then engage them in a meaningful experience, tailored to their specific needs at that time, will need a clear plan. We are no longer just focusing on the main purchase, or even the repeat purchase. Understanding the two keys Matt sets out, we will understand we need to start a lot earlier – with free content and awareness raising.
If you are sitting there thinking your business needs to work on these two keys to success – to transform your ecommerce business website, then you can get more marketing consultancy advice, by pre-registering on Matt Edmundson’s online course Mastery 2017 With the course limited to fifty particpants, you can join Matt as he delves deeper into these key concepts, and shows you how you can practically apply these keys to your business to see growth.
Sign up to Mastery online course to get more marketing consultancy advice https://www.mattedmundson.com/mastery.html