Which products do you include or feature in your advertising and media? Do different products generate different response rates? Which products do you feature on your home page? Or, on your social media page?
Is it better to focus on one or two hero products, or to highlight broader ranges? Do some products work better when placed next to each other? Do you offer different levels of features on your products?
Which types of product information or content generate the most clicks and the most sales? Should you change the order in which you show information and content?
What about how you show the products on screen in your online store? Can you use different images, different copy and different call to action buttons to drive more sales?
How many images and what style of images work best to drive sales, for example? Have you tried different styles of sales copy and if so, which ones perform the best? Can you test different words or designs to improve the call to action?
What is your regular price for each item, and what is your sale or promotional price? Do you offer discounts or incentives for buying in bulk? Or, for spending over a certain amount? What is your overall pricing plan? Is it to be always low price? Or, do you have a higher regular price and more sales promotional periods?
What if you are a premium product? Do you choose to not do price promotions at all to keep your product exclusive? How do the additional costs like shipping, insurance or warranties get covered in the pricing offer?
Can you look at your average spend per basket, and work out how to promote or incentivise shoppers to spend on higher priced items?
How are your different campaigns and channels performing? Is one particular piece of advertising or channel delivering consistently better results in terms of clicks and sales? Do online shoppers respond better to particular styles or themes in what you communicate?
Are you able to track changes in awareness and engagement based on your promotion activities? Do these correlate to any changes in your sales performance? Is your advertising and media spend paying off in terms of generating more sales through your online store?
What about the timing or placement of your media campaigns? Are there certain times of day, or days of the week that drive stronger levels of sales? If you run display advertising on third party media sites, do you get more clicks from some sites than others?
How is your online store website performing? Is the content performing well from an SEO point of view? What do your key metrics like time on page, clicks and bounce rate look like?
Can you test changes to the order you display products? Or test changes to the order in which you show product information to the online shopper? What about the design and layout of your store? Can you test to see if there are ways to improve it to drive more online sales?
What about more ‘offline’ touchpoint such as how the product is delivered to the customer? Are there ways to track and measure how you perform here?
People, process and physical location
As online shopping is essentially a ‘service’, you can also consider the broader range of “P”s within the marketing mix.
So, for example, when your target audience has to contact you directly, how do your customer service teams handle those enquiries? What people measures do you have in place to build teams that support the growth of your online store?
For processes like payments and deliveries, do you have clear KPIs and targets that you track and measure?
So, for example, a target to minimise chargebacks or fraudulent orders. Or, a target to deliver products to the shopper within a specific time frame.
You can also look at processes the customer goes through as part of the customer experience. So, for example, do shoppers add to cart, but then abandon the cart before completing the payment?
When managing an online store, physical location is very similar to place. But you might also include here, coverage of which countries or areas you deliver to. You might also consider where your warehousing facilities sit as part of this performance tracking too.