"10 Best Bets" to Boost The E-Commerce Bottom Line

By SmallBusinessComputing Staff | Posted March 19, 2002
  • Print Article
  • Email Article
  • Comment on Article


SMB Financials: 3 Keys for Better Performance

Wayne N. Kawamoto
Managing Editor, www.smallbusinesscomputing.com

Based on a recent study, the Direct Marketing Association (DMA) identified the top ten things that online retailers are doing to boost their bottom lines. According to the association, retailers are focusing on factors that make their Web sites more profitable rather than investing in features that do not provide a return on investment.

Following are the top 10 things that online retailers are doing to build their bottom lines:

1. Develop content that addresses the nuances of product categories, customer base and distribution channels. This is especially important for product categories such as electronics, for which consumers need detailed information to make a buying decision.

2. Use interactive technology to add value to the online shopping experience and increase sales. Zoom, color change and/or multiple-dimension technologies are frequently used on sites that sell computers, sporting goods retailers, department stores, mass merchants, and apparel and accessory sites.

3. Minimize the number of clicks to checkout and improve "quick-to-shop" times to avoid cart abandonment.

4. Communicate with customers via targeted e-mails that include merchandising tactics and provide timely accurate responses to customer service inquiries.

5. Invest in search technology that allows consumers to search by multiple factors (e.g. department, keyword, price, recipient, theme, occasion) and delivers results that match the search request.

6. Encourage additional purchases by offering relevant cross-sells and up-sells throughout the site.

7. Offer timely gift services, including gift centers and comprehensive gift searches.

8. Provide real-time online information about product availability and order status.

9. Structure promotional offers without forfeiting profitability (e.g. condition free shipping on order size).

10. Consistently integrate multi-channel efficiencies for customer convenience and operational cost savings.

Comment and Contribute


    Get free tips, news and advice on how to make technology work harder for your business.

    Learn more

    By submitting your information, you agree that smallbusinesscomputing.com may send you SmallBusinessComputing offers via email, phone and text message, as well as email offers about other products and services that SmallBusinessComputing believes may be of interest to you. SmallBusinessComputing will process your information in accordance with the Quinstreet Privacy Policy.

    You have successfuly registered to
    Enterprise Apps Daily Newsletter
    Thanks for your registration