Identifying the points that need to be improved to improve eCommerce performance is essential to improve the strategy of an online store. The first difference lies in creating a strategic plan, which involves optimizing operations with a focus on achieving goals. In the midst of this process of studying the work carried out, technology comes in as the main ally to reduce failures, better manage costs and simplify steps.
Want to know more? In the next topics, we show you six unbeatable tips to leverage eCommerce performance and, thus, get ahead of the competition by increasing sales and consumer satisfaction.
1. Pay attention to seasonality
Periods that draw a lot of public attention and move the trade in general, such as Black Friday, generate a series of expectations. In this scenario, nothing more problematic for the brand than disappointing the eCommerce consumer with planning failures.
This type of situation, in which the company needs to handle an amount of merchandise above the usual, occurs a lot when it launches a promotion without properly managing the stock. As a result, logistical problems can occur that interfere with delivery times, overload employees and cause losses.
The big secret is to assemble a complete calendar with all sales actions that deal with seasonality and, from there, plan ahead in a special operations format. With this, you can make decisions based on the main difficulties related to seasonal demands, such as product turnover and stability on the e-commerce platform, due to peak accesses.
2. Structure the logistics flow well
A well-structured logistics flow brings excellent results for your store. Care needs to be meticulous at every stage from storage, dispatch and delivery of goods to last mile delivery.
A detail that deserves special attention are the characteristics of the product. When considering the type of merchandise, it becomes simpler to gather all the necessary information to optimize the flow. For example, perishable products sold on e-commerce require a more agile delivery organization.
The greater the knowledge about what can cause failures in the mission of taking the delivery to its destination, the better will be the identification of successful solutions and processes. Therefore, having tools that offer real-time visibility of all shipments made ends up being a major competitive differentiator.
From this, the role of management is to collect what needs to be improved or eliminated in order to invest in advances that make the company more competitive.
3. Count on reverse logistics
Reverse logistics is critical to eCommerce. After all, it facilitates the return and exchange process for the consumer and favours the brand image. To be put into practice, the procedure requires good internal organization and an efficient logistical flow.
It is about creating a structure for picking up a product return or exchange at the address where it was delivered. In other words, the customer does not even need to leave his home to take the order to the Post Office, in a process with no shipping cost.
When this possibility exists, trust in e-commerce increases a lot and, consequently, profit grows in the same proportion. Doing reverse logistics efficiently shows that the watershed is in the speed in solving processes and dealing with customers, as dissatisfaction can always happen.
4. Set realistic deadlines
Deadlines are decisive issues in e-commerce performance and impact the reliability of your brand, considered an essential factor for a successful delivery. A quick internet search is enough to notice that most complaints about e-commerce services are delivery related.
When the customer stipulates the delivery date when entering the zip code, he expects this deadline to be met. If it exceeds, it will already rethink the next purchase, which will compromise engagement. To avoid problems, the best way is to define deadlines that match the logistics structure set up.
Evaluate here if your business has the same express delivery conditions as large retailers. If it is not yet the time to bet on turbo delivery, determine dates that can be met and that guarantee quality at all stages of the operation in the customers’ view.
5. Classify the products
Intuitive and fast navigation is an element that makes visitors spend more time on pages and, who knows, buy more. Thinking about consumer buying behaviour in eCommerce, classifying products should be one of your priorities.
Just imagine a physical store that doesn’t group items by category, making the customer spend hours looking for what they want. Complicated, do you agree? Then, categorize the products and find out what attracts the most attention from consumers, in addition to what their expectations are regarding the service offered. This helps to show more relevant results.
The ideal is that the user finds the product he wants in a few clicks. The organization must be done intelligently, with useful filters and without extensive forms. A good example is to eliminate the option to fill out registrations before knowing the shipping value, as it increases the chances of the potential customer giving up on the purchase.
6. Use innovative logistics solutions to improve eCommerce performance
Adopting innovative solutions simplifies and streamlines processes, reduces manpower, increases information security, among other advantages. Here, we recommend using a cloud platform for logistics management and optimization, such as Intelipost’s Transport Management System. TMS, as it is known, aims to simplify logistics in the Latin American market.
The solution is based on cloud logistics and intelligently integrates the logistics chain, which involves carriers, hubs, logistics operators and e-commerce. With high quality and reliable technology, we integrate with virtually all ERP systems.
As logistics managers have to take care of all the steps to deliver maximum efficiency, it is essential to invest in software and work with technology to eliminate failures and reduce costs without losing quality in operations.