E-Commerce Toolkit: Top Tips from Australian Retailers

• Tweet

Image: Danilo Rizzuti / FreeDigitalPhotos.net

Take your business to new heights with our e-commerce toolkit. First up, The Nile, Surfstitch, Mooo, OzHut, Birdsnest and Shoes of Prey share their hot tips.

Jethro Marks, Director, The Nile

“Automate as much as you possibly can. E-commerce is generally very process-driven, so where ever possible you should automate processes. At The Nile, every time we have automated any function in the business we have seen growth and an improvement in efficiency.”

Ben Liau, Marketing Manager, Mooo.com.au

“Use a variety of marketing channels to engage your customers, and integrate online and offline marketing channels to test, measure and amplify successful marketing campaigns.”

WaiHong Fong, Managing Director, OzHut

“Conversion rate optimisation is a very cost effective way of generating more sales for most e-commerce sites. It is a lot cheaper and easier to turn someone who is already on your website into a sale than to get new leads that may or may not convert. Simple things like the size and colour of your ‘add to cart’ button, the flow of the whole purchasing process, the availability of information like shipping cost and the number of images you have all play a part. What’s the easiest way to find out? Get someone else (preferably someone who’s not seen the site before) to browse around and watch their interaction.”

Jane Cay, Founder, Birdsnest

“Being a good retailer online requires the same ingredients as being a good retailer offline. I believe we are in the service industry – our primary objective is to solve our customer’s dilemma (not sell product).”

Patrick Terrell, Director of Marketing, Surfstitch

“Businesses should be looking at various Google AdWords campaigns (and ad groups) and determine which of these are higher than normal new buyer/customer rates. You should be looking at what categories customers are buying from your business, understand the margin contribution and determine a higher CPO (cost-per-order) than you normally optimise. Your business will grow much faster if you go out and get more customers.”

Michael Fox, Director and Co-founder, Shoes of Prey

“Add your name to posts on your Facebook page to increase personalisation. At Shoes of Prey, we see much higher community engagement after adding that element of personality.”

Are you an online or multichannel retailer with a hot e-commerce tip? Drop me a line at neha@mediapad.com.au. 

Article by Neha Kale

Neha is a writer and editor for The Media Pad, publisher of Power Retail. She has a background in business, arts and film journalism and an interest in new media and digital strategy. She is looking forward to exploring how retailers are impacted by the online space for Power Retail. Neha is a magazine junkie whose other addictions include coffee, travel and live music. She likes to run but has a long-time allergy to team sports.