Many ecommerce merchants think of user experience in terms of the user interface. They take great pains to optimize the aesthetic appearance of their sites with the goal of increasing conversions. Yet, it’s often the less sexy backend issues that are driving customers away, and increasing operating costs to boot.
One of the most common complaints I hear from online merchants is they failed to consider what their businesses and customers would require as they grew. At some point they discover that smooth customer transactions require seamless backend integrations, and that their organizations must monitor and engage customers throughout the entire customer lifecycle. Getting there is difficult because companies outgrow software solutions and they discover integrating applications is harder and more expensive than they had imagined.
What Affects Customer Loyalty?
Regrettably, online shoppers aren’t in a position to appreciate what it takes to create a complete shopping experience; they just expect it. They also don’t understand why a merchant’s policies and procedures may differ from channel to channel, which is sometimes necessary when merchants use different backend solutions for various sales channels. Issues like these and many others have an adverse effect on customer loyalty, which is why having a beautiful online store is not enough to fuel success.
Attend the Webinar
On August 5, 2010 at 2:00 p.m. Eastern U.S. time (11 a.m. Pacific time), I’ll moderate a Practical eCommerce webinar that focuses on the backend nuts and bolts of running an ecommerce business. We’ll address the personnel and operating costs of using multiple platforms, and we’ll focus on utilizing a single system that allows you to merchandise, market, transact, monitor and track your customers, from when they first engage your site to multiple, subsequent purchases.
The webinar is sponsored by NetSuite, a leading ecommerce management platform. Our guests include actual ecommerce merchants who can speak to the true cost of running an online business, and the true benefits of seamless backend integration. They are Ilan Douek, CEO and founder of Inkjetsuperstore.com, a provider on ink jet printer supplies, and Dave Weiss, Internet marketing manager of Wrigleyville Sports and The Pittsburg Fan, two sites that sell sports equipment and souvenirs. Both Douek and Weiss transformed businesses that were losing customers and sales into businesses that effectively cultivate loyal customer relationships.
It’s going to be a lively, educational discussion and we hope you can join us.