Ecommerce Technology Adds Little To No Value

By Jon MacDonald
4 minute read | Last Updated: May 15, 2016

The behind the scenes machinery of your brand’s website may be causing it to lose revenue.

A few weeks back we wrote about where 98% of brand revenue is stuck online, breaking down the symptoms of under-performing ecommerce and lead generation sites into key areas where revenue is getting stuck. These Stuck Zones™ are the tip of the iceberg for brands to realize the incredible potential locked away behind the hundreds of specific (unintentional) sales-killing tactics their websites employ.

There are three Stuck Zones™ or areas we commonly see brands leave money on the table: Purchase Failures, Technology Obstacles, and Brand Specific Challenges. Lets dive deeper into understanding, and preventing, Stuck Zone™ 2: Technology Obstacles.

To double or triple online revenue within 12 to 24 months, brand sites must provide an experience built on solid architecture, platform, and visitor-friendly features. But ecommerce technology often adds little to no value simply because these are the prerequisites to selling online.

The behind-the-scenes machinery of an ecommerce or lead generation site must assist customers in finding, using, checking out, and having their order fulfilled. It is the critical dirty work that every site must do well to achieve success.

Here are some of the top areas our time-tested experience in ecommerce and lead-gen advising has surfaced as preventing customers from buying online:

Site not responsive to all consumer devices

Having a site that isn’t future ready is preventing the site from realizing its full revenue potential now. Taking your existing site responsive isn’t just about making sure it shows up on mobile, but ensuring it shows up on the next generation of screens, and then those released the following year.

Lead generation sites are not immune from the ills of having a site that isn’t responsive. Your prospects and potential customers are using the same devices as ecommerce sites. Serving up a subpar mobile or tablet experience to your potential leads tells those leads much about your brand’s attention to detail and value.

International sites not ecommerce enabled

Not every brand sells internationally, even so, brands that ignore the revenue potential of foreign markets risk missing out on a significant source of additional revenue.

Brands that do sell internationally, but don’t have ecommerce set up for those regions, are preventing customers who visit the site to purchase an easy avenue to do so.

In addition to ignoring ecommerce, maintaining consistent branding across all sites is vital to ensuring that each customer has the same awesome experience and helps you by reducing the amount of content your and your team have to create and maintain.

Missing or unfriendly content

SEO is a scary acronym that can strike fear in the C-Suite’s hearts (even if they don’t know what it is). It’s the fuzzy area where brands hire out agencies to help with back-links, keywords, meta descriptions and other bits of content that are important today, but might be irrelevant with the next Google update.

There is a sure-fire way to ensure your content is SEO friendly and that your site always performs well in search. Create and maintain relevant and helpful content for your consumers.

What does relevant and helpful content look like? Depends on your site’s traffic. If you know your audience, know your customer (like, really know them), and know your customer’s goals, you can create a site content that is SEO friendly and Google Algorithm change ready.

The price of admission

Notice that none of these Stuck Points™ center around what ecommerce platform, content management system or even technological feature set is being deployed on the site. That is because those items have no value because they are the price of admission. The technology is a commodity, and can be purchased or built with an extremely low barrier to entry.

Does running an ecommerce platform require some technical skill? Of course. But will the platform, CMS or technological feature set make you millions or cause you not to double your sales? Assuming the baseline of the site being able to accept, process and fulfill payment and then the product, then no. It is what you do with that technology that will double your online revenues.

But if your site isn’t usable for your consumers or leads on the devices where they want to engage, it is shutting out a majority of the world’s population. If the site cannot be found or doesn’t load once found, there is very little hope of doubling to tripling online sales within 12 to 24 months.

If good technology is now the baseline, optimizing the consumer experience and reducing all of your brand’s online sales killers is the only way to win the war and double online sales. Remember, in a battle to win a consumer’s online business over the competition, the challenge isn’t how big the sword is, but rather how strategically you can swing it.