Ever heard the phrase “You can lead a horse to water, but you can’t make it drink”?
Well, if you leave a thirsty horse right by the water trough, make it as easy as possible for them to take what they want and show the water off in the best way possible… you are more likely to get it drinking.
The same goes for eCommerce websites, where the you have no control over the actions of a specific user… but by a clever combination of: thought-out usability, customer insight & segmentation, an acute focus on maximising customer revenue and a ‘test & learn’ approach, you stand a far more likely chance of converting prospects into customers and makin more money in the process.
There's unfortunately no one-size-fits-all model for eCommerce, but typically there are best-practice models to follow in each market sector. Understanding what works for your business is then a process of trial and error to establish what combination works best.
Remember, you may drag your customers to your site via a number of different marketing channels; but what they do when they are there is yours to shape and persuade.
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