So your website is live. Now what? 

Launching a website can be a daunting task. It takes many hours to build and refine a website before you feel like it is ready to release to the public. Unfortunately, the work does not stop there. Getting a website online is only half of the challenge in ecommerce. Optimization is where we can make real meaningful change that allows us to drive sales.

What is Optimization and what does it look like?

Optimization is the process of fine-tuning aspects of a website to drive better outcomes. That may sound vague but that’s because optimization can come in many different forms. We could make improvements to the visual aspects of a site to ensure it can better serve our customers.

Alternatively, we could take a look behind the scenes and determine how improvements can be made to the technology driving the site. In any case, these changes can make vast improvements to a business owner’s bottom line. Rarely is a website ever going to be perfect but we can always strive for it.

How do I know what needs to be optimized on my site?

You might be wondering why these changes weren’t made before the site went live but some of these decisions cannot be made until there is an active customer base to observe. Most websites will be built using the best practices and latest trends in the digital world but we all know each business is unique. The best decisions we can make in terms of optimization are driven by data and analytics. Observation of customer behavior allows us to dive deep into the customer journey and determine how a potential sale might be lost or how a new sale might be gained.

Perhaps we are seeing a consistent stream of new customers making purchases but rarely do they return to the site. In that case, we might implement customer retention technology to really boost those sales and create a loyal customer base.

Alternatively, we could see a huge number of users adding products to their cart but rarely transitioning into a sale. In that case, a visual update may be necessary to make that transition as smooth as possible. Finally, it is entirely possible that following an SEO audit, adding in more targeted keywords would drive more traffic. No matter what the case, it is always best to ensure these decisions are driven by data.

How do I collect data and what do I even do with it?

Ecommerce data collection is a vast field in and of itself. There are a massive number of tools that can be utilized to collect data and they vary in the type of data they collect and the quantity. Every business has different needs and thus the type of data needing to be collected will be unique for each business owner. In any case, knowing the type of data that needs to be collected and the process of analyzing that data is something a professional digital marketing consultant can always provide.

A smart business owner understands market trends, but what about digital trends? How can we determine why so much traffic is driven by our Facebook ads but not by our email blasts? How can we fix that? An experienced digital marketing expert can take a deep dive into a website to make those determinations and drive real sales.

Overall the goal is to make that customer journey as smooth as possible from the landing page to the checkout. A digital marketing expert will look at each step of that process and beyond to ensure we are driving traffic from our target market, promoting the products that perform well, capturing that sale, and creating a loyal customer. Kubla is a great partner for anyone who wants to optimize their business website or online store.

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