THE 5 PAIN POINTS OF ECOMMERCE and how to overcome them

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Dwain Gilmore
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1 THE 5 PAIN POINTS OF ECOMMERCE and how to overcome them

2 ECOMMERCE: Transformed from a cu<ng-edge transac@onal space to a necessary business plaform. To deliver an engaging experience and connect with consumers, you must overcome these 5 pain points. REVIEW THE 5 PAIN POINTS OF ECOMMERCE 2

3 THE 5 PAIN POINTS OF ECOMMERCE and how to overcome them DRIVING TRAFFIC & RECOGNITION CONVERTING BROWSERS TO BUYERS FULFILLMENT & LOGISTICS MOBILE-FRIENDLY WEB STORE FINDING YOUR END-TO-END SOLUTION Learn how you can manage your en/re digital experience without limita/ons. 3

4 DRIVING TRAFFIC & RECOGNITION PAIN POINT 1 GETTING FOUND ONLINE The greatest challenges for businesses online is ge<ng their website found and crea@ng return visitors. PotenMal customers have to find you before they can buy from you, right? Then, to foster brand awareness and recognimon, an online business must provide a memorable onsite experience. Driving traffic to your site involves many strategies including search engine op6miza6on and marke6ng to remind visitors to come back.. SEARCH ENGINE OPTIMIZATION (SEO) Your SEO strategy begins with an ecommerce plaform that provides SEO-friendly features. Your pla:orm should help increase your exposure by providing the ability to op6mize pages for keywords relevant to your business in the URL, /tles, body, image alt-tags, headings, tags and meta-descrip/ons. Op6mized site pages allow customers to easily find you for real language searches. Start by envisioning the thought process of your poten/al customer who may not know your brand yet. 33% of all traffic clicks on the first lis3ng on Google. The second lis3ng accounts for 18% of all traffic clicks. SEO is pivotal to your success and business exposure! Chi3ka Online Ad Network What would they type in Google to find your products or services? Strive to rank for these keywords whether they are highlight your products, services or loca/on. EFFECTIVE MARKETING Did you know that personalized s targe@ng individual consumers generate 18% more revenue than general one-size-fits-all s? To personalize your s to target individual consumers you can use the data gathered from your website visits found in your analy6cs. Invite visitors back to view a product category from a page they visited recently or provide a discount if they browsed but never made a purchase. 4

So, then why list products on your website using random numbers rather than product names and descripmons?

5 ENSURE YOUR ECOMMERCE PLATFORM IS SEO-READY SEO-FRIENDLY FEATURES Who searches Google using product numbers to find an item? The answer is nobody searches for products using obscure numbers. So, then why list products on your website using random numbers rather than product names and descripmons? Help customers find items on your site with keyword-aligned product catalogs, descrip6ons and site pages op6mized for each product. 5

6 CONVERTING BROWSERS TO BUYERS PAIN POINT 2 CUSTOMIZING THE CUSTOMER EXPERIENCE So, your site is op@mized to rank well on search engines and visitors are pouring in. Awesome! But, now what? The key to closing your online sales lies in personalizing for individual consumers, recovering abandoned carts and elimina/ng obstacles that could jeopardize the sale. PERSONALIZE & RECOVER ABANDONED CARTS The most successful sites online leverage customer history, site behavior and social media to improve their websites. Review site behavior to see if there is a trending flow to how visitors navigate your site or drop off (for example, they may leave when shipping costs are added). Personaliza3on can be employed to present dynamic and targeted content to consumers who are onsite, en/cing them to complete a purchase or add to it. When carts are len filled with items, you already know that customer intended to purchase, so you can send them cart abandonment s with discounts or free shipping to invite them back and seal the deal. ELIMINATE THESE OBSTACLES TO CLOSE ONLINE SALES Beware of these common reasons visitors leave your site before making a purchase. 1. Slow for site pages. Most people leave amer 4 seconds! Check page load 3me using hops://tools.pingdom.com/. 2. Unexpected shipping costs. If you must charge for shipping, present this informa3on clearly and as early as possible. 3. Check-out process is too complicated. Offer guest checkout for customers who don t want to set up a profile or register. 4. Limited payment op@ons. Include op3ons like PayPal to boost confidence and security. 5. Hard to navigate website. Present product informa3on and offers clearly. 6. Implement an omni-channel approach. Ensure that your site is device friendly. 7. Create urgency. Highlight low stock levels and offers to s3mulate purchase decisions. F.O.M.O. (Fear Of Missing Out) is a powerful tool! 69% of abandoned carts can be recovered by savvy online retailers with follow-up offers. Baymard Ins3tute 6

FULFILLMENT & LOGISTICS PAIN POINT 3 THE KEY TO CUSTOMER SATISFACTION Once an order is placed, most customers count the

What happens when their package is late or even worse, what happens if it does not arrive at all?

Most businesses depend on a third party vendor, like UPS, for shipping.

shipping and logis/cs partner. 80% of U.S. consumers decide where to shop based on delivery speed and shipping costs.

automate and manage orders across all channels.

LOGISTICS = PERILOUS RESULTS Tracking & Delivery to Consumer There are real costs associated with poor logis6cs from a

7 FULFILLMENT & LOGISTICS PAIN POINT 3 THE KEY TO CUSTOMER SATISFACTION Once an order is placed, most customers count the days un@l they receive their package. What happens when their package is late or even worse, what happens if it does not arrive at all? Fulfillment and logis/cs are part of every sales process when actual goods are being sold. Most businesses depend on a third party vendor, like UPS, for shipping. Make sure you build a clear complete logis/cs support flow to ensure that order informa/on is communicated to your shipping and logis/cs partner. 80% of U.S. consumers decide where to shop based on delivery speed and shipping costs. When searching for an ecommerce sohware provider, be sure that they can integrate with your logis6cs provider to automate and manage orders across all channels. Hos3ng Facts Order Placed Online Automated Order Transmission Order Picking & Packing Provision of Goods & Dispatch POOR LOGISTICS = PERILOUS RESULTS Tracking & Delivery to Consumer There are real costs associated with poor logis6cs from a lowering of ROI, loss of customer trust and loyalty, and employee 6me spent fixing the problem. These addi/onal costs are above and beyond what is spent on storage, warehousing and shipping costs to your business! Dealing with logis/cs takes /me and resources away from sales efforts, but merchants ignore these vital pieces at their peril bad logis/cs will quickly start affec/ng the botom line. 7

DEVELOPING A MOBILE-FRIENDLY WEB STORE PAIN POINT 4 MOBILE IS CRUCIAL FOR MERCHANTS Mobile commerce revenue

Global mobile commerce now makes up 34% of all ecommerce and that number is only expected to grow even more

Most people own a smartphone these days and people are increasingly using them to do rou/ne things, including

Simply check your site analy/cs - you can see how many visitors come from desktop, tablet and smartphone.

So how do you equip your business to get ahead of this trend?

Also, be sure that transac6ons can be made effec6vely using any device.

8 DEVELOPING A MOBILE-FRIENDLY WEB STORE PAIN POINT 4 MOBILE IS CRUCIAL FOR MERCHANTS Mobile commerce revenue reached $170 billion in 2016 and is es@mated to exceed $694 billion by 2019 (hos3ngfacts.com). Global mobile commerce now makes up 34% of all ecommerce and that number is only expected to grow even more in the coming years (smar3nsights.com). Most people own a smartphone these days and people are increasingly using them to do rou/ne things, including shopping. Simply check your site analy/cs - you can see how many visitors come from desktop, tablet and smartphone. You ll see that mobile site traffic is on the rise. So how do you equip your business to get ahead of this trend? Make sure your ecommerce site is responsive and can be viewed properly on any device. Also, be sure that transac6ons can be made effec6vely using any device. RESPONSIVE DESIGN A mobile-friendly website begins and ends with the use of one responsively designed site that represents your en@re organiza@on. Responsive Design is a methodology employed to setup websites to respond to user behavior and environment. If developed this way, the website automa/cally adjusts the layout of content based on the screen size, orienta/on and pla:orm used by an individual visitor. With the rise of mobile usage, ensuring a good mobile experience is mandatory for every industry. It is the best solu@on to future-proof your online presence for new devices, to ensure a pleasurable experience for customers and to increase your visibility on search engines. 8

FINDING YOUR END-TO-END SOLUTION PAIN POINT 5 ECOMMERCE MUST-HAVES

elements: a web plaform that helps you drive and manage customer

and shipping while helping you maximize revenue.

their complete digital experience from websites to intranets to

Deeply integramng Content Management, ecommerce, MarkeMng, Social

business delivers an online presence that a[racts, engages and

Through an integramon with UPS Warehouse Management System (UPS

and fulfillment management covering your needs from click to ship.

9 FINDING YOUR END-TO-END SOLUTION PAIN POINT 5 ECOMMERCE MUST-HAVES A successful ecommerce solumon must bring together two must-have elements: a web plaform that helps you drive and manage customer conversions and logis@c services to support inventory management and shipping while helping you maximize revenue. Bridgeline Digital helps customers maximize the performance of their complete digital experience from websites to intranets to online stores and marke6ng campaigns. Deeply integramng Content Management, ecommerce, MarkeMng, Social Media Management and AnalyMcs, Bridgeline ensures that your business delivers an online presence that a[racts, engages and converts customers across all channels. Through an integramon with UPS Warehouse Management System (UPS WMS), Bridgeline also seamlessly combines ecommerce with logis6cs and fulfillment management covering your needs from click to ship. Reduce opera6ng costs, alleviate customer service issues and increase customer sa6sfac6on by uni6ng front and backend ecommerce requirements with Bridgeline Digital all-in-one plaoorm. 9

AWARD WINNING DISTINCTION BRIDGELINE DIGITAL AWARD-WINNING DISTINCTION Bridgeline Digital was named a 2017

SIIA judges commented that the Bridgeline pla`orm provides a scalable and comprehensive solu@on with a breadth

In a 2013 Vendor Landscape Report by Info-Tech Research Group recognized the Bridgeline pla`orm as an

10 AWARD WINNING DISTINCTION BRIDGELINE DIGITAL AWARD-WINNING DISTINCTION Bridgeline Digital was named a 2017 SIIA CODiE Award Finalist for Best Marke@ng Solu@on. SIIA judges commented that the Bridgeline pla`orm provides a scalable and comprehensive solu@on with a breadth of services from marke@ng to commerce and a very flexible set of templates for ease of setup. In a 2013 Vendor Landscape Report by Info-Tech Research Group recognized the Bridgeline pla`orm as an excellent product for retailer websites needed integrated ecommerce, toumng the ability to equip retailers with easy to use tools that op@mize digital assets and capitalize on growing trends. 10

Unified Product Suite Manage your en/re digital experience without

MARKETING CONTENT COMMERCE SOCIAL INSIGHTS Automation Flow Builder

Landing Pages Enterprise Search Cart & Checkout Reputation

Shipping & Payments Drive Engagement Reporting Segmentation &

11 Unified Product Suite Manage your en/re digital experience without limita/ons. MARKETING CONTENT COMMERCE SOCIAL INSIGHTS Automation Flow Builder Flexible Publishing Faceted Catalog Social Monitoring Dashboards Landing Pages Enterprise Search Cart & Checkout Reputation Management Actionable Insights Lead Capture & Nurture SEO Management Shipping & Payments Drive Engagement Reporting Segmentation & Targeting Publishing Workflows Coupons & Promotions Schedule Optimization Campaigns Mobile Friendly Order & Inventory Publish Goal Tracking 11

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