Tuesday, November 26, 2013

The seven key areas of an eCommerce evaluation

I get asked to evaluate online retailing proposition a fair bit. So I thought I would share the key areas that I typically look at and report on.

User experience:
Quickly assess a site’s reaction from target site users (ideally using video & audio remote assessment tools such as whatusersdo.com)

Conversion rate optimisation:
Carry out an analysis of the potential use of conversion rate optimisation (CRO) tools & techniques, including possible AB & MVT processes and products

Retailing, merchandising & site operations:
Review of Inventory, pricing & fulfilment processes & systems. Then review the current processes for photograph & video asset production, merchandising, content management and offer promotion, as well as any sale, distressed inventory, affiliates, syndication, etc.)

Review of current Google e current digital analytics set-up, including: campaign tracking, eCommerce (e.g. funnel & conversion) metrics, integration with other services (e.g. digital marketing, product recommendations, etc.)

Site health:
Review the code, page loading time, internal linking, redirects and 404 (not-found) pages (note: this could cross over into search engine optimisation territory, so can in theory be done at the same time)

Volume & Performance (V&P):
Carry out an assessment of any projected volume and/or performance figures and (hopefully) a check of an previous testing done. This then leads into a validation of these figures and the subsequent planning of future V&P testing.

Have I missed anything?
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