E-commerce Management 1 Part 1

Off-site SEO : Includes the activities of promoting your website on other websites. It includes strategies to build the authority and credibility of a website. These factors help search engines see that a website is an ideal search result because it comes from a reputable, trustworthy source. Most off-site SEO involves high-quality backlinks. A large number of links pointing to your website from authoritative, relevant sites show search engines that your website is valuable and established. You can achieve these trust signals through a variety of link building and guest posting tactics.

On-page SEO : The process/strategy for optimizing an individual page on a website.

Technical SEO : Concerns the non-content elements of a website. It includes strategies to improve the foundation and back-end structure of the site.

SEO techniques improve the readability of a website (making it easier for search engines to crawl and understand the site) and provide a good user experience, which helps search engines see that the site is of high quality. A good user experience is also important to readers and can affect overall traffic and engagement rates.

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3.3. Techniques for displaying goods on e-retail websites

3.3.1. Overview of product display techniques in e-retail

3.3.1.1. Concept of product display

Merchandising on an e-retail website refers to the product selection strategy to promote and display products in a way that increases the likelihood of a purchase. Merchandising can encompass a range of activities, including pricing, product placement, promotions, upselling, cross-selling, and placement of relevant content to convert more customers.

more customers. The key to being effective is aligning products and content as closely as possible to the needs of your customers. In other words, merchandising is about delivering the right promotion to the right place, at the right time, to the right people.

The purpose of product display techniques is to maximize the aesthetic appeal of a product with the aim of increasing sales. It also plays an important role in building a brand’s culture. If done well, it can create awareness and increase customer loyalty to the brand. Most importantly, it can attract customers to visit the website and make a purchase.

Elements of display technology include signage, lighting, menus, color, shape, sound, etc. When these elements come together to showcase a brand, it enriches the customer experience, leading to a positive shopping experience and increased sales. In e-retailing, retailers can take advantage of the interactivity of the online channel, easily access customer information, and deliver content tailored to customer needs. Technology allows retailers to leverage the wealth of data available to target individual shoppers, but delivering the perfect promotion every time is no simple task.

In reality, there are a number of display technologies and approaches, and no one approach is right for all shoppers. To best apply them to your e-retail website, businesses must understand the different online display options and the benefits each offers.

3.3.1.2. Elements of display techniques

Ease of Use: Many studies show that consumers care about the ease of use of e-retail websites. Ease of use requires that the website design helps shoppers get what they want faster and without unnecessary complications that may hinder them.

shopping. On the Internet, website visitors move very quickly. The opportunity for online retail website owners is only a few minutes to retain visitors. Therefore, websites need to focus on user experience by providing product categories, filters and the ability to compare products to keep users on the website and take further action.

Aesthetics : Retail websites retain users through aesthetics. Shoppers want to see multiple angles and people using the product in different environments. They want to be able to zoom in and get a feel for the product. Technical considerations for images are important. Images that fail to load or take too long to load will result in high abandonment rates. E-retail websites should display multiple images for each product. Images should be high resolution and optimized for page load.

Detailed information : Product information must be provided as fully as possible to visitors, helping them learn and decide. Information about payment and shipping costs must be detailed.

Related Products: The “Related Items” feature on e-retail websites creates the desired engagement effect that many interested buyers and sellers strive to achieve.

User Reviews : Many statistics show that many shoppers read product reviews and they will buy if the product is highly rated (four or five stars). Negative reviews will have a negative impact on e-retailers, while positive reviews will benefit retailers.

FAQ : The FAQ section details frequently asked questions, helping to establish credibility and build trust with buyers. The FAQ section provides a self-help area to address common customer issues, questions about product support, returns, product availability, etc.

Smartphone Responsiveness: Smartphone shopping is becoming an increasingly important part of online shopping. Walmart increased its smartphone sales by 98% after optimizing its website for mobile devices. Therefore, e-retail websites need to be smartphone-friendly.

3.3.2. Techniques for displaying goods on e-retail websites

3.3.2.1. Campaign-based display

Campaign-based Display : Also known as scenario-based display, is a display technique that offers a unique promotion to different groups of customers, based on their pre-defined customer segments. The customer segment definition can be based on any combination of customer data such as purchase history and recent actions. For example, hanoicomputer.vn offers promotions to customers with 1-5 years, 5-10 years, 10-15 years, and 15-19 years of purchase history to celebrate the company's 19th anniversary. Or a website that offers a promotion to men aged 25-34 who did not place an order last week, offers a different promotion to all women aged 18-25 who have spent more than $500 on orders in the past year, and offers a third offer to all other visitors.

Advantages : Market researchers can identify valuable customer segments based on previous customer behavior and can set up promotions specifically targeted to those segments. This leads to more attractive promotions.

Disadvantages : This approach assumes that past behavior is an accurate indicator of future purchasing needs. It also assumes that all customers within a segment will respond to a promotion in the same way. The truth is, this arrangement is very manual in creation and management. The salesperson must manually configure each

segment, manually assign appropriate ads to each segment, and place ad slots on each site.

3.3.2.2. Algorithmic display

Algorithmic or black box display, where each person is served a personalized promotion based on their profile information, purchase history, and recent actions on that website. Unlike campaign-based display, it automatically determines which of these variables are most relevant and returns ads based on customers with similar profiles, purchase histories, and recent actions. For example, a customer who frequently makes purchases has an average order value of $100, lives in Oregon, is a sports enthusiast, and comes from a paid search ad on Google. The algorithm analyzes these customer attributes to identify similar customers and presents a “customers like you bought this” promotion to help speed up the sale.

Advantages : Online retailers benefit from the proprietary data of a third-party company that analyzes the most relevant shifts in customer segments and predicts the best promotions. The automated and self-optimizing nature of the algorithm allows marketers to spend more time reviewing results and adjusting advertising strategies, rather than manually configuring each segment and ad. IT also benefits by taking the stress of rapid analysis and promotion activation off the shoulders of a third party.

Disadvantages : This approach assumes that the buyer’s past purchase information is used to provide a clear and accurate guide to the customer’s future purchase needs. Salespeople and market researchers may use SaaS in conjunction with other information to refine the calculations, which often results in less accurate results. Leading SaaS vendors have addressed this issue by providing business users with guidance

guidance, techniques for using alerting tools and automated information processing tools as well as sales strategies.

3.3.2.3. Contextual display

Contextual display or dynamic display is a technique that delivers a consistent promotion to every customer, based on that person's customer profile and specific actions on the website. Each ad is directly relevant to the viewer and the content being viewed at that moment. The ad is served based on a rule applied to the group of content and data related to the content being viewed so that the ad is always contextually relevant to the customer at that moment. For example, a customer comes to a website, searches for printers, and gets 500 results. The promotion contextually highlights the best-selling item, based on sales data, within those 500 results. When a customer filters the search results with queries such as "Color", (reducing the number of results to 300) and "Laser Type", (reducing the number of results to 185), the area adjusts to show only the best-selling item in the set of 300 and 185 new products are displayed.

Advantages : Online marketers can ensure that promotions are relevant to the customer’s needs and intentions at that moment. Because it is based on customer choices, not on past behavior (unless added), it reduces irrelevant promotions based on anomalies in past purchasing behavior. It also allows marketers to automatically adjust to remain relevant wherever the customer is on the website.

Disadvantages : This approach is less effective than other options when the customer has not taken any action or has already filtered a product. It allows merchants to leverage both the customer and the context to provide a relevant experience throughout the website visit.

3.4. Application software in e-retail

3.4.1. E-commerce platform

An e-commerce platform is a comprehensive software tool that allows businesses to build and manage an e-retail website. Platforms create a digital hub for product and customer data, allowing webstore owners to customize product information, manage store content and layout, conduct online transactions, and customize their storefronts.

E-commerce platforms unify, extend, and maintain core business processes such as face-to-face sales of products and services and ancillary functions such as inventory management, customer order history. Depending on business needs, security, and growth potential, an e-commerce platform can be open source or enterprise-specific, deployed on-premises or in the cloud. Catalog management software, subscription management software, inventory management software, and CRM software are often integrated into e-commerce platforms.

Some of the famous e-commerce platform software in the world are Shopify, WooCommerce, BigCommerce, Miva, Oracle Commerce. In Vietnam, Sapo is an e-commerce platform used by many e-retailers (see Box 3.1).

Box 3.1. Sapo - Multi-channel sales and management platform in Vietnam

Established on August 20, 2008, with passion and desire for success and a clear direction, Sapo quickly affirmed its leading position in the retail and e-commerce sector with two main products: Bizweb and Sapo. By April 2018, Bizweb and Sapo merged together, becoming the most used multi-channel sales and management platform in Vietnam. As of December 2019, Sapo had 67,000 customers choosing to use it.

Currently, Sapo is providing retail businesses with a comprehensive management and sales platform from online to offline with Sapo POS - Sales management software, Sapo GO - Online sales management solution exclusively for sellers on Facebook and e-commerce platforms, Sapo FnB - Restaurant and cafe management software, Sapo Web - Sales website design solution and Sapo Omnichannel - management and sales solution from Online to Offline.

During the 11-year development journey (from 2008 to 2019), Sapo has always strived with the high goal of bringing satisfaction to customers through the most optimal products and technology solutions in sales. At the same time, we constantly research and pioneer new technology solutions to contribute to affirming our position.

(Source: https://www.sapo.vn/ve-chung-toi.html ).

3.4.2. Product display software

Product display software to display products on the website. Good product display will attract more customers, low website abandonment and shopping cart abandonment rates. Product display depends on analysis from different touch points to bring personalized experiences, to increase interaction, sales and customer satisfaction. Product display software is often integrated on e-commerce platforms, content management software, warehouse management software, sales software.

Main features of product display software:

- Product showcase: Featured product showcase is an effective approach to convert website visitors into buyers.

- Eye-catching displays: The way a product is presented through images and other visual aids is all a customer gets before making a purchase decision. E-commerce tools can help refine and test visual display strategies to find the method that works best for customers.

E-commerce Management 1 Part 1 - 18

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