What did we change after the “How to increase sales in an e-commerce store” event?
This is what you go to events for, to make a difference.
That’s what you read for inspiration and to make a difference.
That’s what you listen to the more experienced… to make a difference.
Therefore, the main purpose of this text will be to show the possibilities for change.
Briefly about the event-e-commerce
Basically, this was not the first event organized by the StartUp Podbeskidzie foundation based in Bielsko-Biala that we had the opportunity to attend.
We almost made it to one of them. We’re talking about the online branding event, which was to be held in the conference room of the City Stadium. Due to – note – the lack of a key to the hall, it was not held at the designated venue.
It was moved to one of the Bielsko cafes… however, without us anymore.
That’s how it sometimes happens. However, let’s get to the point.
Expectations – how to increase sales in an online store?
As people who run their online store, we are constantly looking for opportunities to increase conversions. We use different solutions and different methods. We study the results of our actions with the most popular traffic checking tools.
One of the solutions we have been looking into, which turns out to be crucial in terms of conversions, is the correct placement of call to action buttons. We wrote about it on the blog here.
We expected the same from the next event organized by StartUp Podbeskidzie and… we were definitely not disappointed!
The power of the speakers
From the beginning, it was clear that these were specific people. Practitioners. People who know what they are talking about and who are a pleasure to listen to. when they share their experiences from executing for the biggest in the industry.
Yes, the line-up was definitely encouraging.
Guest 1 – Sergey from Call Page
So, one by one – Sergey from CallPage talked primarily about the possibilities of forecasting sales in an online store and combining this with developing a marketing strategy. What was most memorable for me was the clear and readable cohort analysis, which I haven’t encountered before.
This is one of the best solutions for scaling sales. Used the very next day to plan further sales strategy in our store.
What captivated me by far the most was the scalability of this solution.
What is a cohort?
At this stage I noticed a certain correlation, for which the organizers should undoubtedly be commended (well, unless it’s a coincidence… it still worked out nicely). The speakers were arranged chronologically for the order of marketing activities.
The implementation of this solution made it possible to increase advertising expenditures by several tens of percent, by changing the strategy building.
Guest 2 – Marta from Obsessive
Next on stage was Marta, who talked mainly about building customer relationships in e-commerce using the Obsessive brand as an example. A lot of inspiring examples and a very thoughtful strategy of action in which… there is no lack of slack. Marta showed, above all, that communication with the customer does not have to be boring.
She was by no means lip service. The result? More than 110 thousand fans on the company profile.
PS. Besides, they have great icons, simplifying communications!
Guest 3 – Peter from Harbingers
Later was Peter with a cool, pictorial presentation. I was grabbed by the way the message was delivered – issues presented in an easy-to-understand form and… the slogan mobile first, which came up a lot of times. In addition, the scripts from Google’s Playbook Glance.
I leaned again on the visits to our store and indeed – the most entries are from cell phones. This was a good incentive to rethink the mobile look, in order to get an additional percentage of conversions.
In addition to this, there are many seemingly trivial tips that turn out to play a key role in the buying process – such as the difference in conversion between a store that loads 2s and one that loads 6s. Exit statistics emphatically show that today unoptimized online stores are no longer viable.
Guest 4 – Michal from Lizard Media
Michal from Lizard Media, who referred mainly to technical issues related to operating and running an online store. Mainly advice for programmers and managers on the technical side.
Some valuable tips on how to secure the operation of the store against emergencies or over-ordering.
So where are the changes? e-commerce
The conclusions of the event can be compared to a holistic approach to human health. The idea here is to widen the perspective as much as possible to the causes related to the final result – whether it is satisfactory or not. The event organized by StartUp Podbeskidzie allowed us to expand our perceptions of the functioning of the online store and once again pay attention to details such as:
– the appearance of the product sub-page
– appearance and functionality of the shopping cart
– delivery time and information about it
– the importance of free delivery
– building relationships with customers through various means
– the importance of nice packaging for the product
– taking care of the appearance of the newsletter
– creating a community around the brand
Bottom line – cool, cool, cool!
It’s just cool that someone in Bielsko-Biala decides to organize events of this type – they have the strength, the desire and a plan on how to do it in a meaningful way. It’s great that there is a place that brings together people who want to develop themselves in new technologies and have the opportunity to benefit from the knowledge of such experienced practitioners completely free of charge.
As for the organization and the venue. Metrum has its own atmosphere, which made the event perceivable as a conference for real industry leaders. Registration and entry – everything went very smoothly.
A big plus also for the catering – thanks to the delicious cupcakes I was able to let go of a home-cooked dinner.
