The “BUS”

It astounds me in this day and age to still see retailers and marketers working on the Search Engine “bus” rather than their clients that are in the bus, or more importantly in their actual store.

Let me put this into context. “Experts” have made a blanket statement that an average online store conversion rate is 3%. We somehow celebrate this “magic” and made up number when we achieve it. If we are already at or around 3% ECR (eCommerce Conversion Rate) we are complacent, and if we are possibly above that we consider ourselves very lucky.

Let me ask you this then. If you had (and possibly you may have) a bricks-and-mortar store with 100 people in there and only 3 of them purchased something, would you celebrate this? Or would you and your marketing team step outside your store and cast the net to bring more people into the store that may or may not be interested in your products? Or would you go back into your shop and try to find out and work through the reasons why the 97 shoppers are not buying?

In my years of online retail experience, websites do not have a traffic problem they have a conversion problem. Don’t get me wrong, more qualified traffic is always welcome, however, it is easier, quicker, and cheaper to sell to those shoppers who are already in your store.

Here is a CRAZY thought. What if there was a step-by-step way for you to double your ECR and effectively double your revenue? So, instead of 3 shoppers buying, you’d have 6.

If you provide an exceptional shopping experience you won’t have to worry about the Search Engine bus, because your shoppers will tell the “Bus” driver to take them to your shop.