This year, the number of online shoppers is expected to grow from 40 million in 2014 to 65 million. There are three reasons for this –
- Better infrastructure in terms of logistics
- Internet-ready devices
So this is the best time to be a part of the ecommerce scenario. But an ecommerce startup has many challenges that can come in the way of its success including-
- New user acquisition
Hence, Ecumen has a word of caution for all ecommerce startups. Ensure that you take extra care about these:
- Navigation, Navigation, Navigation!
Whenever a visitor lands on to your website, he/she is either looking for a product or just wants to see what all you have on offer. In both cases, you need to make him/her feel comfortable with the navigation of the website. Right from the home page till the checkout page, there should not be any issues in viewing, clicking, browsing the website. Setting up the navigation properly is one of the first steps you need to take to ensure the visitor turns into a customer and above all, has a pleasurable and easy browsing experience. For this, keep these three things in mind:
- Have a search bar for customers looking for a specific product
- Avoid jargons in the labels
- Include auto-fill in the checkout page to make the process effortless
- Get over features!
Many ecommerce startups never breakeven because they get stuck in the endless cycle of integrating and updating new features. Initially, just focus on the critical features to get going. Focus on things like –
- Optimizing market strategy
- Finding loopholes in competitor strategies
- Finding your USPs
Later when you scale up, keep adding new advanced features.
- Customer information is the key
Plan your email marketing and newsletters before you launch your website. Soon after the website is live, start collecting customer information. Email is the most basic information you can ask for. Later you can reach out to them via email for discount offers and announcement of new arrivals. But yes, be careful with the quantity and quality of emails you send, do not spam the customer! Instead send your customers some coupon codes for exciting offers and information about upcoming offers.
- Analytics are there for a reason.
To measure success of your startup you need to keep a tab on time and the burnout rate. Two basic technologies you must use are-
- Google Analytics
You need different tools to measure effectiveness of different marketing channels, email marketing, social media, PPC and others. Use them too.
- Lack of knowledge about marketing channels
You need not use all marketing channels, in fact you shouldn’t. Every marketing channel has a purpose, a defined target audience and a reason why it is so popular. Just choose the right marketing channel/s for you and spend all your time and money on concentrated efforts. The best thing to do is to learn from great examples and have one platform as the primary focus and other two as secondary.
The idea of starting an ecommerce venture is very exciting but when you come to real business and face competition, you need to be very careful about how you handle the venture and take it forward. Hope these points will help you. For more advice on ecommerce startups, talk to Ecumen. Write to us at firstname.lastname@example.org or speak to us on +91 98791 04180.