The user interface of your website and overall UX is very important in the completion of an online transaction. As an ecommerce manager, I will oversee the look, feel and design of your website. Working closely with in-house web design teams and developers, we work together in order to get the best interface and structure to suit the customer’s journey. The aim is to make the online ecommerce system fast, secure and easy to use. This can mean: placing the call of action to purchase an item or even how the listings are organized. I can also help enhancing the website with additional content such as product videos, social media integration and anything that can further improve the user experience.
An ecommerce website requires management but so does the team that helps keep every other aspect of the website running. A typical ecommerce team may consist of the following: Project Managers, Content Editors, Copywriters, Web Designers, PPC/SEO executives, Web Analysts/Analytics, Web Service Engineers.
Even if larger companies will have web development teams and back-end development teams to maintain and improve the website’s functionality and design, many businesses tend to rely on multi-tasks ecommerce managers to maintain coherent design, functionality and hosting of the website.
The key factor in ecommerce is planning ahead and having a full digital marketing plan for the year ahead. This plan can identify areas that we may need to develop, like introducing sales campaigns, exclusive offers and most importantly SEO, SEM or PPC campaigns. As an ecommerce manager, I can manage a dedicated in house team or, if there are budget restrictions, do it myself to suggest keyword strategy techniques and provide the copy or descriptive content that could possibly increase page ranking and trafficking.
Websites could be subject to cyber-attacks, compromises or even technical issues that will require quick action to resolve any problems that may happen. The most important factor is protecting the customer’s sensitive data from cyber criminals. This means implementing a high level of security is necessary in order to prevent a PR disaster for your company as well as letting loyal customers down. Over the recent years, many company databases have been compromised, so protecting classified and sensitive details is a priority.
It can take years to build up the reputation of a website, but only days to bring it down.
Monitoring web traffic statistics and generating reports is usually an everyday responsibility. By using analytical tools, like Google Analytics or specific ERP/CRM, the performance of a website can be analyzed and evaluated to see whether any particular campaign or major site changes were successful or not. Analytic tools can help analyze all sorts of behaviors and patterns such as bounce rates, time spent on page and referrals, to give detailed insight and in-depth analysis. Companies can make important business decisions, from analysing web data and observing the results. A/B Testing is also another way of analysing and comparing different online strategies. By sending different versions of the website to different site visitors, you will be able to determine which version was the most successful.
If the percentage of visitors of the website that make a transaction is high, the better the conversion is. Overall, this is the key objective of an ecommerce manager.