E-Commerce: Drive purchase conversion rates with data-driven insights
With new cloud solutions, IT can focus on core responsibilities that help the business succeed and be more profitable. As brands and retailers continue to develop e-commerce channels and enable commerce across devices and interaction points, the need to be able to optimize digital shopping is becoming a critical business requirement. On the one hand, consumers demand a more consistent online shopping experience that is personalized to their needs and intuitive. On the other hand, businesses must optimize the experience to move the needle on conversion rates, while giving the customer a relevant experience to drive loyalty. Technology solutions are now capable of handling multiple data sources of customer context, purchase history and catalog information, which can be blended together and used to deliver the most relevant and most optimal item and content to the right customer. Being more personalized in this way is helping businesses achieve their conversion and revenue goals quicker, while developing a more loyal customer base that will repeat purchases.
As the number of interactions and touch points with customers continues to increase, from mobile to social to digital channels, the customer experience process has become extremely complicated – and unfortunately, the technology is left fragmented.
To streamline the process and strategy, CIOs should ensure they have resources in five key areas: Web content management, marketing campaign automation, ecommerce optimization, documentation and language/localization. Each provides unique benefits to enterprises – and ultimately – the consumer itself.
In this slideshow, SDL's Howard Beader walks through the five customer experience capabilities that CIOs and CTOs should ensure they are prepared for in 2014.