Shown above is Shopbop's report. While the
webtraffic has almost doubled over the past 4 years, I believe there are
improvements than can be made.
For starters, Metrics such as the ones listed
below should be recorded and analyzed:
New Visitor Conversion Rate
Return Visitor Conversion Rate
Pageviews/Visit
Items/Order
Average Order Value
Landing Page Bounce Rates
Landing Page Load Times
Traffic Sources
Orders Per Customer Per Year
Average Time when Completing Check Outprocess
Shopping Cart/Checkout Abandonment Rate
Average Speed of Customer Service Response
Suggestions to improve CRM
If a customer doesn't prefer to make an account,
allow express checkout without enableing cookies to save information.
Explain why having an account is useful, but don't hinder sales because some
customers don't feel comfortable creating an account. If accounts are
prefered, maybe start a program where customers can purchase sale items without
the creation of an account. A customer purchasing a sales item may think
they are performing a one-time-only purchase from the company because they
typically can't afford merchandise sold, therefore don't hinder them from doing
so.
Provide contact information during checkout
process, and create a 24 hour customer service line-even if it is a simple
recording covering FAQs.
Send an email immediately once cart abandonment
takes place. Ask questions such as "What went wrong", or "need
help?", incase they did abandon on mistake. Also include how long
the item will stay reserved for the customer specifically AND how long the item
will remain in the cart.
Ask customers where they heard of Shopbop, this
may give insight to improve the sight.
Create a mobile/tablet app.
Create a private label.
