A flexible store allows you to modify the user experience to accommodate future trends or changes to your business model with little disruption. Whether you are using an out-of-the-box solution or purchasing custom coding services, this guide will help you short-list e-commerce software that surpass the standard benchmark and contribute to higher sales.
Products Management
Since you’ll be spending most of your time publishing products, it’s important that you can do the following quickly:
- Create and change product information (e.g name, price, weight etc)
- Categorize or tag products (e.g. T-shirts, Round Collar etc)
- Associate media such as photos/videos to products
- Create variations of products (e.g. color, size etc)
Delivery
Shipping charges often present themselves as the most challenging part of the planning process. Generally, they are determined by these factors:
- Weight
- Dimensions
- Total Price
- Quantity
- Destination
- Freight Method
- None (flat rate)
A good e-commerce tool should allow you to create/upload a rate-table so you can calculate shipping based of combinations of the above factors.
Social Features
Today, it’s hardly a good excuse to not allow customers to perform the following actions:
- Social-bookmark/share products (e.g. Digg, Mixx etc)
- Recommend products to friends (e.g. email a friend etc)
- Submit comments/testimonials
Every single visitor to your web site is a valuable viral marketing tool. Using social tools to create fan-base or ‘cult’ following is one of the best forms of free-marketing.
Promotional Tools
From time to time, you’ll want to give your customers a treat. In order to easily create offers in a variety of permutations, ensure that your e-commerce system allows you to perform the following tasks:
- Create a ’sale’ price for individual items (e.g $10.00 now $8.00 etc)
- Activate a site-wide discount (e.g. 10% of bill etc)
- Provide exclusive discounts (e.g. VIP members etc)
- Re-usable/One-time voucher codes
- Offer free/discounted shipping based on minimum purchase
- Activate bulk discounts (e.g. Buy 2 get 1 free etc)
- Set an expiry date/time for any of the above
Automated Marketing
Bringing attention to your promotions, activities and new products is time-critical in today’s competitive economy. Here are some powerful marketing capabilities you should have access to:
- Social Updates
When you add new products or activate a promotion, your web site updates social destinations like your Facebook status or creates a Twitter post
- Email Campaigns
Like social updates, your software can personalize a custom email message to your mailing list.
- Call To Action Zones
Specific parts of your site such as your side bar, header and homepage should immediately reflect the current promotion or recently added products. It can also be configured to show popular products, testimonials etc.
Customer Controls
Giving your users the power to customize their shopping experience can greatly improve loyalty and willingness to spend. Ensure your customers can perform these standard actions:
- Update their profiles
- Perform social actions (e.g. sharing, comments etc)
- View their order history
- Check delivery status
- Ask questions (and get a prompt response)
Summary & Conclusion
Armed with a clearer understanding of how e-commerce software features like the above can positively affect your online business, your expectations should be higher. In my next article, I will discuss my evaluation of several out-of-the-box e-commerce systems. Stay tuned!