This month as we learn more about implementing customer journeys, it occurred to me that one of the integral parts of the customer journey is the online shopping cart experience. After all, we know that while it may be easier to get prospective customers to add items to their virtual shopping cart, getting them to check out and complete the purchase is much more complicated.
Which eCommerce Platform is Right for You?
Recently, order management software provider, Brightpearl asked “which eCommerce platform is right for you?” It’s an interesting question because it implies that not all e-Commerce solutions are the same. Which is an understatement. Considering the amount of time that companies put into choosing the right content management system and customer relationships management system, you’d think that the same considerations would be given to the type of e-Commerce platform used.
However, recent surveys suggest that selecting the wrong e-Commerce platform can have dire consequences. In 2012, a Demandware survey, conducted by Forrester, found that 43 percent of all e-Commerce platforms end up having a higher total cost of ownership (TCO) than predicted. Additionally, the survey revealed that 74 percent of merchants don’t believe that their current e-Commerce solutions will scale to support their planned growth. With that in mind, are you using the right platform?
Simplifying the Ordering Process
Why did Brightpearl ask the question anyway? Their order management software is designed to help companies oversee every aspect of a customer’s purchase. From tracking inventory to contacts, to managing multichannel experiences, streamlining the ordering process gives companies the ability to keep employees and customers in the loop, which is part of a successful customer experience.
Of course, in order to do this, Brightpearl must know a thing or two about e-Commerce platforms. To help clients decide which platform is right for them, Brightpearl created the following infographic. Keeping in mind that it's subjective and should be used only a guideline, the illustration does emphasize a few good points, specifically -- the needs associated with customization and the multichannel experience.
Optimizing the Entire Customer Experience
For all the time and energy spent to improve the online customer experience, it's not enough to deploy a strategy that accounts for the touch points that happen before and after a purchase is made. You must also consider the actual act of purchase. Does that experience fold seamlessly into the pre- and post purchase experience? If not, it's bound to keep your prospective customers from becoming loyal customers.