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See what's includedJust read an interesting post on Ecommerce strategy over on Econsultancy from Matt Curry who runs the Wiltshire Farm Foods website amongst other things.
He's discussing a new year review to prioritise the activities to improve performance and is using a useful 'divide and conquer' framework to think through the factors which drive performance of an Ecommerce site and how you measure them.
The diagram he uses reminds me of this diagram that I have in my Ebusiness and Ecommerce Management book taken (with permission) from Ashley Friedlein's 2003 but still relevant book (see end of post for reference). I think Ashley's diagram is stronger since it not only looks at referrers but splits out first time and repeat visitor types.
Here's the diagram:
Matt's diagram is a good way to look at all the factors, but Ashley's works back one step further to show some of the tactics that can be used to improve performance. If you go for the complete picture, which I do, these days I use the Ishikawa or Fishbone diagram which I use in my Econsultancy SEO and Pay Per Click Best Practice Guides, but not the Web Design Guide. Maybe I should tackle that one?
The nearest I have is this cause and effect diagram taken from the first Econsultancy Masterclass back in 2005 which looks at the factors which affect relevance and experience and so loyalty.
I think this is still useful, but the obvious omission is using social media to engage and drive loyalty. ASOS.com gives a nice example of commitment to social media which has resulted in substantial numbers of Facebook Fans and Twitter followers - maybe we'll see how this translates to the bottom line in their next annual report.
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By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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