The Importance of eCommerce Foundations for Business Success
According to the projected market volume studies, revenue in the eCommerce market is expected to reach $4.791 billion in 2025 and grow annually by 7.83%, resulting in a market volume of $6.478 billion by 2029. The accelerated growth of global eCommerce revolutionised business operations. It offered almost unlimited opportunities for brands of all sizes to capture the online market and reach global demands. However, to reap these rewards, eCommerce brands need to overcome the significant challenges of rapid growth in terms of scalability. To name a few, maintaining an eCommerce platform able to handle increased demand and operational pressure without sacrificing performance or customer experience or establishing a brand equity that will not dilute in a new market or scale seamlessly.
A well-planned eCommerce digital marketing strategy can help businesses build a scalable eCommerce platform that supports growth and improves ROI. By focusing on eCommerce scalability and performance and prioritising scalable eCommerce architecture and solutions early on, businesses ensure that their infrastructure is better equipped to manage those challenges, ultimately driving sustainable growth and profitability as they evolve.
Robust eCommerce foundations are the essential building blocks that ensure the scalability, sustainability, and long-term success of an online business that aims to thrive in the competitive online marketplace.
eCommerce Foundations include several strategic and technical components:
- Website architecture
- User experience (UX)
- Conversion optimisation (CRO)
- Technology stack and Martech solutions
- Optimised workflows
- Data management, analytics and customer insights.
Website Architecture
Scalable eCommerce website architecture refers to website design that enhances user navigation as part of the user experience and helps search engines index and rank the website pages easily.
LION Digital provides Information Architecture Consulting services to create a scalable eCommerce website architecture that is adaptable to future needs. We take a 360-grade approach to keep the website architecture relevant by considering all ranking data, applying manual keyword research overlaid and longtail keyword targeting, helping to capitalise on the site’s strengths, creating target category pages and eCommerce landing pages for all channels, increasing visibility for generics, mapping out the website architecture, and expanding keyword reach. This allows our partners’ websites to handle growth, for instance, increased merch categories or seasonal demand, the need to add new content categories or CMS platform upgrades during the stage of growth and expansion.
A good example of poor SEO architecture is Catch of the Day, which resulted in the loss of 250,000 Page 1 keywords and 10’s of millions of annual organic revenue. Our team analysed the project and found:
There are no physical landing pages for size, colour, model to capitalise on the thousands of longtail keyword opportunities Non-sensical URL structure with duplicate categories EG: https://www.catch.com.au/category/apparel-footwear/footwear/sandals
User Experience (UX)
Effective UX is particularly important for eCommerce websites in the scalability phase. Even the tiny cornerstone in the users’ journey from browsing to purchasing may significantly improve the bottom line. The primary strategies to uphold are reducing friction points, positively impacting conversion rates by meeting user needs, and increasing the likelihood of customer retention by encouraging repeat visits.
When designing websites’ UX/UI at LION Digital, we adhere to the principle that the best design efficiently solves business problems. A seamless user experience (UX) on a website is attributed to the overall experience a user has when interacting with it, embracing the ease of navigation, visual appeal, loading speed, and intuitive design. Aesthetics does not limit our designs. We delve into business processes, research the market, and conduct tests to design the best solutions. Thus, LION website designs are functional, converting, and user-friendly.
Conversion Optimisation (CRO)
Conversion Optimisation (CRO) is a collection of strategies that enhance an eCommerce website to increase the percentage of visitors who complete a desired action, from adding items to carts, subscribing to a newsletter, and leaving a request to making an actual purchase. CRO strategies are based on analysing user behaviour and identifying the conversion blockers in the customer journey.
There are several principal strategies for conversion rate optimisation (CRO) to improve ROI, drive customer retention and achieve scalable growth:
- Reduce cart abandonment rates and optimise the customer journey touch points. This involves mapping out the entire customer experience, from the first interaction to post-purchase follow-ups, and identifying opportunities to enhance each touchpoint and making them as user-friendly as possible. A powerful eCommerce digital marketing strategy should focus on seamless navigation, simplified and efficient checkout processes, enhanced page load speeds, intuitive design, engaging product information and persuasive calls to action, targeted email campaigns, retargeting ads, social proof elements like reviews and testimonials to reduce friction, drive complete conversions and encourage repeat purchases and easily accessible customer support options for post-sales stage and retention.
- Personalisation. One of the most effective eCommerce marketing strategies for boosting conversion rates and maximising ROI involves personalising the shopping experience to customer preferences. Businesses can significantly enhance the likelihood of conversion by leveraging customer data and applying advanced marketing solutions based on AI, such as offering AI-driven product recommendations, marketing messages, and dynamic content that resonate with prospects and customers’ preferences.
Technology Stack and Martech Solutions
A stable and strong tech infrastructure is the basis for a sustainable and long-lasting eCommerce business. The technology stack manages core eCommerce functions, including the platform’s operations support, inventory scalability and security, payment processing, customer data, and website performance.
Providing Architecture Consulting on eCommerce Martech Solutions, LION Digital streamlines operations, drives business growth and boosts your eCommerce marketing efforts by cutting through software pitches to find the best marketing technology stack.
In difference with competitors, LION Digital Architecture Consulting services are not limited by:
- Analysis of current business technology stack;
- Tech state and roadmap analysis;
- Identification, gathering and documentation of eCommerce technology requirements;
- Searching and selecting the best-fit eCommerce technology and platform;
- Architect future technology roadmap.
LION Digital upholds a comprehensive approach, and our partners also obtain a complex of services, such as:
- Product SWOT analysis;
- Product roadmap development and identifying a product-to-market fit;
- Product viability assessment;
- Competitive environment;
- The best-fit eCommerce technology implementation and delivery partner;
- Due diligence for tech and eCommerce investments;
- Omnichannel, GTM (Go To Market) and digital strategy;
- Best digital and eCommerce project approach, configuration and guidance.
Optimised Workflows
Having optimised workflows that streamline eCommerce operations and foster productivity while simultaneously decreasing costs is a significant challenge not every business can handle. LION Fractional Chief Operating Officer services allow businesses of all sizes to benefit from the years of experience our dynamic and strategic senior executives with 20+ years of B2B and B2C can bring at a cost far less than hiring a full-time COO.
Depending on business needs, some brands may need an outsourced Chief Operating Officer with strong financial expertise, while others bring on a part-time COO to assist the CEO with major strategic initiatives, enhance communication, and propel the company forward. At LION Digital, we streamline operations of the various department areas and take ownership of the business strategy, including financial planning and resource allocation, supply chain management, change management, operations and project management, product or market expansion, team management, driving growth and sales, and direct them towards long-term scalable growth.
Data Analytics and Customer Insights
Implementing the best eCommerce marketing strategies involves continuous monitoring and adjustment based on data insights to create a cohesive plan that drives traffic, boosts conversions, and ultimately supports business growth. Effective data management and analytics allow businesses to track key metrics of customer behaviour, sales trends, inventory levels, and marketing performance. Subsequently, retrieved customer insights help to personalise user experiences, optimise marketing strategies and drive informed strategic decisions, for instance, such as identifying traffic peak times and optimising eCommerce architecture, potentially avoiding bottlenecks of unresponsiveness during high-traffic periods.
At LION Digital, we take this a step further with Customer Data Platforms (CDPs). Through our partnerships with Klaviyo and Lexer, we help brands unify their customer data, creating a 360-degree view of their audience to drive hyper-personalised marketing, increase retention, and maximise customer lifetime value. By leveraging CDP insights, businesses can segment audiences effectively, optimise ad spend, and craft highly targeted messaging that resonates with the right customers at the right time.
Keeping an eye on data analytics and customer insights also helps brands adapt quickly to changing market conditions, customer behaviours, preferences, and forecast demand. This allows brands to make informed decisions about inventory management, pricing strategies, and marketing tactics. Thus, data-driven decision-making improves operational efficiency and enhances the overall customer experience, leading to higher customer satisfaction and loyalty, which supports sustainable growth and maximises ROI in eCommerce.
The first step in partnering with LION Digital is access to the LION View eCommerce dashboard, an entirely customisable platform that helps our partners obtain the most accurate and recent business performance results for making informed business decisions and aligning their eCommerce strategy based on solid data, available statistics, and recommendations.
LION view offers:
Contact Our Veteran eCommerce Digital Marketing Team Today!
If you’d like to see what our experienced eCommerce digital marketers can do for your online store, reach out to us today! See the difference our expertise can make in helping to push your brand to reach greater goals. We would love to walk you through new ways of thinking about your business success today!
Stay tuned for the next part of this series as we explore eCommerce marketing strategies and services for improved scalability and ROI.
