Optimising for Long-term Success

Embarking on an e-commerce venture in 2024 requires courage and determination. From website deployment to optimizing logistics, it seems there are numerous obstacles to surmount. With a multitude of emerging businesses and rapid technological progress, conventional e-commerce tactics may no longer suffice.

Yet, by devising carefully crafted strategies during the early stages of your enterprise, there's no doubt that your business can embark on a successful trajectory. Meaning that optimising for long-term success is the more strategic foresight you invest in today, the smoother your journey through the complexities of the e-commerce landscape will be tomorrow.

What are E-Commerce Strategies?

E-commerce strategies refer to the plans, tactics, and approaches that businesses employ to effectively sell products or services online. 

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These strategies encompass various aspects of the e-commerce ecosystem, including website design, marketing, customer service, and logistics, aimed at maximizing online sales and profitability.

6 Strategies For Effective Long-Term E-Commerce Development‍

Long-term Success for a D2C Brand begins with Consumer-centric Optimisation.

To optimise for long-term success in the ecommerce industry in India, businesses need to leverage technology in various ways. Here are some key factors to consider:

• Invest in a robust ecommerce platform: A robust ecommerce platform is the foundation of any successful ecommerce business. Invest in a platform that can handle high traffic, provide a seamless shopping experience, and integrate with other technology solutions.
• Use data analytics: Data analytics can help ecommerce businesses gain insights into customer behaviour, preferences, and trends. Use analytics to understand what products are popular, which marketing channels are most effective, and what your customers want.
  
  Gather data from across stages of consumer journey - pre purchase, post purchase, and post delivery.
• Implement AI and machine learning: AI and machine learning can help ecommerce businesses personalise the shopping experience, streamline operations, and optimise marketing efforts. Use AI and machine learning to provide personalised recommendations, automate customer service, and optimise pricing strategies.
  
  Automate the majority with the use of AI enabled chatbots and algorithms to gather targeted data.
• Leverage social media: Social media platforms are an excellent way to reach new customers and build relationships with existing ones. Use social media to promote your products, engage with customers, and create a community around your brand.
• Implement mobile-friendly solutions: Mobile commerce is becoming increasingly popular in India. Ensure your ecommerce platform is mobile-friendly, and consider implementing mobile-specific features like mobile payments and mobile-friendly checkout processes.
  
  WhatsApp is one of the most widely used solutions, with 87% of D2C brands already having adopted it in India for 1 or more needs - for Automating Order Updates, Chatbots, WhatsApp Commerce, Marketing Campaigns and more
• Focus on security: Security threats are a significant risk for ecommerce businesses. Implement robust cybersecurity measures to protect your customers' data and build trust.
  
  Set up a checkout system that is encrypted to the max. For example, our 1Checkout provides Defence Grade 256 bit encryption, which adds trust in the minds of online buyers during each purchase.

Develop A Successful E-Commerce Strategy

Let’s now understand how you can build a successful e-commerce strategy

Optimising your Online Consumer Journey

1. Cohorts - aka ‘basic classification of consumers’

Behavioural analytics to track and compare user groups across platforms (WhatsApp, Facebook, Instagram, Email, VoIP etc.) — allowing brands to visualise engagement/retention, understand feature stickiness, identify the most probable acquisition campaigns, and more.

Helping brands to -

• Segment users for holiday
• Allocate special attention to loyal Customers
• Avoid expenses where on unsuitable targeting

2. Funnels - aka ‘where are they coming from?’

Track Individual user flows to pinpoint friction points and thereby understand individual conversions. 

Which in turn gives you the larger picture, when you compile the information of all users - 

• To identify & accurately pinpoint the area of drop-off
• To understand which area of the funnel you lack at
• To gather feedback at those stages to improve user experience

Other key data points gathered would be

• How long does it take for a consumer to purchase once they enter the funnel
• How long do they stay loyal before you stop hearing from them

3. Trends - aka ‘Gen Z, Millennial, and Gen X pleasing’

Turning user data into actionable insights is the role of Hyper-personalised targeting. 

Where brands need to uncover underlying patterns in consumer behaviour, compare trends across consumer groups (↑ refer ‘Cohorts’ above)...

And set up advanced filters to zero-in on appropriate segments for which campaigns etc should be moulded/optimised/re-targeted.

4. Flows - aka 'visual pattern cues’

This is where User Navigation analysis comes into play.

Brands need to analyse the navigation pattern of consumers to know where they are attracted to the most.

For example: In a standard site layout, the user’s eye goes from the top right to left. Which is the reason behind why brands generally keep the ‘Demo’, ‘Subscribe’ and other such CTA buttons on the right corner. 

Making it a must for brands to use Heat Map tools to identify where users are drawn to, and optimise accordingly. 

This will help greatly in improving websites, mobile applications, and landing pages.

5. Insights - aka ‘the mother of all data’

A brand equipped with customisable analytics and advanced data visualisation tools - is a brand equipped for pragmatic decision making. 

Our Insights are add-on to help a brand view deeper trends, create custom metrics, and make the most out of real-time customer data.

Optimising Pre-purchase Customer Experience

Optimising the pre-purchase experience for ecommerce customers in India is essential for increasing conversion rates and boosting sales. 

Here are some strategies D2C brands must follow:

Make your website mobile-friendly: With over 500 million smartphone users in India, it's crucial to make sure your website is optimised for mobile devices. This means ensuring fast load times, easy navigation, and a responsive design that adapts to different screen sizes.

Simplify the checkout process: Streamline the checkout process by eliminating unnecessary steps and asking for only the essential information needed to complete the purchase. Consider offering guest checkout or one-click purchasing options to make it easier for customers to buy from you.

Offer multiple payment options: India has a diverse set of payment methods, so it's crucial to offer customers a range of payment options to choose from, such as credit/debit cards, digital wallets, and UPI payments.

Provide detailed product information: Provide customers with detailed product descriptions, high-quality images, and customer reviews to help them make informed purchasing decisions.

Use social proof: Use social proof, such as customer reviews and ratings, to build trust with potential customers and encourage them to make a purchase.

Provide customer support: Offer reliable customer support through multiple channels such as email, phone, and live chat to answer any queries or concerns customers may have about your products or services.

Personalise the shopping experience: Use data analytics and customer insights to personalise the shopping experience for customers, such as offering product recommendations based on their browsing and purchasing history.

Optimising Post-purchase Customer Experience

Optimising the post-purchase experience for ecommerce customers in India is crucial for building customer loyalty and increasing the chances of repeat business. 

Here are some strategies D2C brands must follow:

Send timely order confirmation and shipping updates: Send customers timely order confirmation emails and shipping updates to keep them informed about their order status. This helps build trust and sets clear expectations for delivery times.

Provide tracking information: Provide customers with tracking information so they can monitor the progress of their shipment and know when to expect delivery.

Send personalised follow-up emails: Send personalised follow-up emails after the customer receives their order to thank them for their purchase and ask for feedback. This shows that you care about their experience and are committed to providing quality service.

Offer hassle-free returns and exchanges: Make it easy for customers to return or exchange products by providing clear instructions and a user-friendly returns process. This helps build trust and shows that you stand behind your products.

Provide excellent customer support: Offer reliable customer support through multiple channels such as email, phone, and live chat to address any issues or concerns customers may have post-purchase.

Use incentives to encourage repeat business: Offer incentives such as discounts or loyalty points to encourage customers to make a repeat purchase. This helps build long-term relationships with customers and increases the chances of repeat business.

Use customer feedback to improve: Use customer feedback to identify areas for improvement and make necessary changes to your products and services. This shows that you value customer feedback and are committed to continuous improvement.

Optimising Post-delivery Customer Experience

Optimising the post-delivery experience for ecommerce customers in India is essential for building customer loyalty by improving customer satisfaction with the brand and its service.

What is a Good Strategy

Follow up with customers after delivery: Follow up with customers after delivery to ensure that they have received their order in good condition and to ask for feedback. This shows that you care about their experience and are committed to providing quality service.

Provide installation and setup instructions: For products that require installation or setup, provide clear instructions and videos to help customers with the process. This helps reduce the chances of returns due to installation issues.

Offer post-delivery support: Offer post-delivery support through multiple channels such as email, phone, and live chat to address any issues or concerns customers may have after delivery. This helps build trust and shows that you are committed to providing excellent customer service.

Use customer feedback to improve: Use customer feedback to identify areas for improvement in your delivery process and make necessary changes. This shows that you value customer feedback and are committed to continuous improvement.

Provide loyalty rewards: Offer loyalty rewards such as discounts or points for repeat purchases to encourage customers to shop with you again. This helps build long-term relationships with customers and increases the chances of repeat business.

Use packaging to create a memorable experience: Use creative packaging and personalised messages to create a memorable unboxing experience for customers. This can increase brand loyalty and word-of-mouth marketing.

Partner with reliable delivery partners: Partner with reliable delivery partners who have a good track record of delivering orders on time and in good condition. This helps build trust with customers and reduces the chances of delivery-related issues.

Benefits of the Optimisation

1. Product, Campaign and other Lifetime 

Comparing different cohorts, a brand can see what % of people are coming back/showing interest.

2. User Lifetime

Understanding long term relationships - how valuable a segment or individual could be.

3. Customer Retention 

Predicting behaviour patterns to assign Hyper-personalised Customer Journeys for individuals.

Examples:

- Are the online consumers who read reviews have a higher conversion rate than those who don’t read reviews, or

- Are the users more engaged on your platform/store – longer online sessions, more time in store, fewer drop-offs

- When is the best time to re-engage with your customer? When is the best time for remarketing (based on platform)?

- What is the rate of acquisition of new customers to maintain (or increase) your store's conversion rate?

Influence of Optimising in Applications

In-App

Using pre-built, customizable templates in an Omni-channel platform to effortlessly send out personalised in-app messages/interactive campaigns.

Push

Sending custom push notifications on preferred devices, urging them to enter your online store - where the message is personalised with user profile info and rich media elements.

WhatsApp / Socials / SMS / Email

Utilising triggered messages, to notify users of scheduled deliveries, to send special promotions, or to deep-link to specific products or content.

Brands can also automate replies with the Use-case Specific Chatbots.

To Wrap it Up

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Optimising the intricate stages of your customer journey is essential in order to futureproof your D2C Brand.

‍And to achieve this, you can study the three stages of online consumer journey: Pre-purchase, Post-purchase, and Post-delivery; and begin optimisation.

Employing these tactics enables you to establish a thriving and efficient e-commerce enterprise, facilitating the attainment of your objectives and sales targets over the long haul.

Moreover, it's imperative to recognize that top-tier businesses continually reassess their former strategies to devise fresh ones. Embrace risk-taking—revise your mission, adjust your objectives, and enhance your developmental blueprints with meticulously researched, industry-tested methodologies.

Learn how Pragma’s products specifically meant for D2C brands can optimise your user journey as well.

Book your free demo today - Click Here

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‍FAQs

What are the key factors contributing to long-term success in e-commerce?

Long-term success in e-commerce hinges on several factors, including building a strong brand identity, providing exceptional customer experience, adapting to changing market trends, implementing effective marketing strategies, and continuously innovating to meet evolving customer needs.

How important is customer retention for long-term success in e-commerce?

Customer retention is crucial for long-term success in e-commerce as it helps drive repeat purchases, increase customer lifetime value, and foster brand loyalty. Investing in strategies to enhance customer satisfaction, such as personalized recommendations and responsive customer support, can significantly impact retention rates.

What role does data analytics play in achieving long-term success in e-commerce?

Data analytics plays a vital role in long-term success in e-commerce by providing insights into customer behavior, sales trends, website performance, and marketing effectiveness. Leveraging data analytics enables businesses to make informed decisions, optimize processes, and identify opportunities for growth and improvement.

How can e-commerce businesses future-proof themselves for long-term success?

E-commerce businesses can future-proof themselves by staying agile and adaptable, embracing emerging technologies and trends, diversifying product offerings, expanding into new markets, and nurturing a culture of innovation and continuous improvement. Additionally, fostering strategic partnerships and investing in talent development can help strengthen the business's resilience against future challenges.

What are some common pitfalls to avoid for e-commerce businesses aiming for long-term success?

Common pitfalls to avoid for long-term success in e-commerce include neglecting customer experience, underestimating the importance of branding and differentiation, failing to stay updated with technology and market trends, overlooking the significance of data security and privacy, and lacking a cohesive long-term strategy. By addressing these challenges proactively, e-commerce businesses can mitigate risks and position themselves for sustainable growth.

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