The 6 Ways to Increase E-Commerce Revenues and Profits

e-commerce shopping cartMy e-commerce clients typically  ask me “How can you increase my e-commerce revenues?” My answer usually references what I have dubbed The E-Commerce Equation.  In its simplest form, monthly revenues = average number of new customers (C) per month X the average monthly revenue per customer (R/C)). So R = C x (R/C).  This simplest of equations doesn’t help us figure out how to increase the number of new customers per month or the amount that customers spend per month. To inform our strategies and tactics for increasing e-commerce revenues, we need to understand how these numbers are derived. Continue reading

A Brief History of Online Merchandising and Thoughts About the Future

shopping-websiteBefore the web came along, catalog companies were the first to experiment with merchandising techniques designed to overcome the lack of a fully immersive in-store shopping experience. Punchy and persuasive product descriptions, detailed specifications, and imagery were needed to compensate for the lack of interaction with sales agents. The better catalogs have included lifestyle shots of how customers use their products, rather than merely listing products or showing photographs of products. Instead of listing products in alphabetical order, they tried groupings based on themes, styles, designers, complete outfits, etc. Continue reading