Why Customer Powered
eCommerce?

The eCommerce playbook is broken. To survive and prosper online brands must adopt a new approach to online business.

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CHALLENGE:

The empowered customer

Your web visitors demand more than a buying transaction. They want to enjoy a great buying experience.

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The new industrial age

Before

For thousands of years product, service, and business information were in the seller’s hands.

This gave the seller the upper hand in the interactions with buyers.

THE AGE OF MERCHANT

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THE AGE OF CUSTOMER

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Now

The customer now has easy access to all information about your offering and the brand and the ability to just click and switch to your nearest competitor.

In short, the customer is now in the driver seat.

New Competitive Advantage

Being good is no longer good enough. Your visitors now expect more than an e-commerce buying transaction.

They expect a frictionless ability to find what they want, ease of use, and above all, they require an emotional connection with your brand.

EFFECTIVE BUYING EXPERIENCES

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CHALLENGE:

Diminishing returns

Most of brand’s money is spent on demand generation and very little on customer experience optimization.

What Is Your Budget Allocation?

By inertia brands continue to drive growth through demand generation initiatives.

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Low Odds Of Success

Do your own math. The numbers on the right show that the average cost to drive a single visitor to an eCommerce site is $3.34.

If this is the case, one needs an average order value (AOV) of $200+ just to break even.

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Bad KPIs

You can no longer afford to waste hard earned traffic. The engagement with and knowledge of customers is the new competitive advantage.

Common Challenges

Running a digital commerce business is a super-complex undertaking. The majority of brands today are still preoccupied with basic production issues.

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POOR FUNCTIONALITY

48% of sites don’t perform well.*

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CONFUSING WORKFLOWS

Only 24% of sites have efficient task flows.*

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FRICTION

Just 32% of sites have content in relevant locations.*

*Base: Sites reviewed for Forrester’s Website User Experience Reviews since 2012

CHALLENGE:

Big and complex problem

Vendors are using brute force methods and flawed assumptions about the true nature of eCommerce.

Testing And Personalization Makes Sense.

Be aware of risks.

TEMPORARY RESULTS

Statistically significant results are viewed as a guarantee of future performance. Since eCommerce behaves like a mini stock market such assumption is mostly false.

INACCURATE RESULTS

Brands are using multiple customer experience optimization applications and running multiple optimization campaigns in parallel. This creates interference and misleading results.

DISJOINTED DATA

The ultimate value of testing and personalization is the customer knowledge. With a traditional approach each campaign or application creates its own data silo.

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