THE5PAINPOINTSOFECOMMERCEand how to overcome them

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

ECOMMERCE: Transformedfroma

cu<ng-edgetransac@onal spaceto a necessary bus iness p laForm.

To de l i ve r an engag ing exper i ence and connec t w i th consumers ,

you mus t ove rcome these 5 pa in po in t s .

REVIEWTHE5 PAINPOINTS

OFECOMMERCE

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B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

THE5PAINPOINTSOFECOMMERCEand how to overcome them

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1

DRIVINGTRAFFIC&RECOGNITION

2

CONVERTINGBROWSERSTOBUYERS

3

FULFILLMENT&LOGISTICS

4

MOBILE-FRIENDLYWEBSTORE

5

FINDINGYOUREND-TO-ENDSOLUTION

Learn how you can manage your en/re digital experience without limita/ons.

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

GETTINGFOUNDONLINEThe greatest challenges for businesses online is ge<ng theirwebsite found and crea@ng return visitors. PotenMal customershave to find you before they can buy from you, right? Then, tofosterbrandawarenessand recogniMon, anonlinebusinessmustprovideamemorableonsiteexperience.Drivingtraffictoyoursiteinvolves many strategies including search engine op6miza6onandemailmarke6ngtoremindvisitorstocomeback..

SEARCHENGINEOPTIMIZATION(SEO)Your SEO strategy begins with an eCommerce plaForm thatprovidesSEO-friendlyfeatures.Your pla:orm should help increaseyour exposure by providing the ability to op6mize pages forkeywords relevant to your business in the URL, /tles, body, image alt-tags, headings, tags and meta-descrip/ons. Op6mized sitepages allow customers to easily find you for real languagesearches.Start by envisioning the thought process of your poten/al customer who may not know your brand yet.

DRIVINGTRAFFIC&RECOGNITION

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PAINPOINT1

33%ofalltrafficclicksonthefirstlis3ngonGoogle.Thesecondlis3ngaccountsfor18%ofalltrafficclicks.SEOispivotaltoyour

successandbusinessexposure!

Chi3kaOnlineAdNetwork

What would they type in Google to find your products or services? Strive to rank for these keywords whether they are highlight your products, services or loca/on.

EFFECTIVEEMAILMARKETINGDid you know that personalized emails targe@ng individual consumersgenerate 18% more revenue than general one-size-fits-all emails? Topersonalize your emails to target individual consumers you can use thedata gathered from your website visits found in your analy6cs. Invite visitors back to view a product category from a page they visited recently or provide a discount if they browsed but never made a purchase.

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

ENSUREYOURECOMMERCEPLATFORMISSEO-READY

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SEO-FRIENDLYFEATURESWhosearchesGoogleusingproductnumbers tofindan item?Theanswer isnobody searches for products using obscure numbers. So, then why listproducts on yourwebsite using randomnumbers rather than product namesanddescripMons?

Helpcustomersfinditemsonyoursitewithkeyword-alignedproductcatalogs,descrip6onsandsitepagesop6mizedfor

eachproduct.

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

CUSTOMIZINGTHECUSTOMEREXPERIENCESo, your site is op@mized to rank well on search engines andvisitors are pouring in. Awesome! But, nowwhat? The key to closing your online sales lies in personalizing for individual consumers, recovering abandoned carts and elimina/ng obstacles that could jeopardize the sale.

PERSONALIZE&RECOVERABANDONEDCARTSThemostsuccessfulsitesonlineleveragecustomerhistory,sitebehaviorandsocialmediatoimprovetheirwebsites.Review site behavior to see if there is a trending flow to how visitors navigate your site or drop off (for example, they may leave when shipping costs are added). Personaliza3on can be employed to present dynamic and targeted content to consumers who are onsite, en/cing them to complete a purchase or add to it. When carts are leN filled with items, you already know that customer intended to purchase, so you can send them cart abandonment emailswith discounts or free shipping to invite them back and seal the deal.

CONVERTINGBROWSERSTOBUYERS

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PAINPOINT2

ELIMINATETHESEOBSTACLESTOCLOSEONLINESALESBewareofthesecommonreasonsvisitorsleaveyoursitebeforemakingapurchase.

1.   Slowload@meforsitepages.MostpeopleleaveaMer4seconds!Checkpageload3meusinghOps://tools.pingdom.com/.

2.   Unexpectedshippingcosts.Ifyoumustchargeforshipping,presentthisinforma3onclearlyandasearlyaspossible.

3.   Check-outprocessistoocomplicated.Offerguestcheckoutforcustomerswhodon’twanttosetupaprofileorregister.

4.   Limitedpaymentop@ons.Includeop3onslikePayPaltoboostconfidenceandsecurity.

5.   Hardtonavigatewebsite.Presentproductinforma3onandoffersclearly.

6.   Implementanomni-channelapproach.Ensurethatyoursiteisdevicefriendly.

7.   Createurgency.Highlightlowstocklevelsandofferstos3mulatepurchasedecisions.F.O.M.O.(FearOfMissingOut)isapowerfultool!

69% ofabandonedcartscanberecoveredbysavvyonlineretailerswithfollow-up

offers.BaymardIns3tute

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

AutomatedOrder

Transmission

THEKEYTOCUSTOMERSATISFACTIONOnceanorder isplaced,most customers count thedaysun@ltheyreceivetheirpackage.What happens when their package is late or even worse, what happens if it does not arrive at all? Fulfillment and logis/cs are part of every sales process when actual goods are being sold.

FULFILLMENT&LOGISTICS

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PAINPOINT3

POORLOGISTICS=PERILOUSRESULTSTherearerealcostsassociatedwithpoorlogis6csfromaloweringofROI, loss of customer trust and loyalty, and employee 6me spentfixingtheproblem.These addi/onal costs are above and beyond what is spent on storage, warehousing and shipping costs to your business! Dealing with logis/cs takes /me and resources away from sales efforts, but merchants ignore these vital pieces at their peril – bad logis/cs will quickly start affec/ng the boTom line.

80% ofU.S.consumersdecidewheretoshopbasedon

deliveryspeedandshippingcosts.

Hos3ngFacts

Mostbusinessesdependonathirdpartyvendor,likeUPS,forshipping.Make sure you build a clear complete logis/cs support flow to ensure that order informa/on is communicated to your shipping and logis/cs partner.

WhensearchingforaneCommercesoHwareprovider,besurethattheycanintegratewithyourlogis6csprovidertoautomateandmanageordersacrossallchannels.

OrderPlacedOnline

ProvisionofGoods&Dispatch

Tracking&DeliverytoConsumer

OrderPicking&Packing

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

MOBILEISCRUCIALFORMERCHANTSMobile commerce revenue reached $170 billion in 2016and is es@mated to exceed $694 billion by 2019(hos3ngfacts.com).Global mobile commerce now makes up 34% of all eCommerce and that number is only expected to grow even more in the coming years (smar3nsights.com).

Most people own a smartphone these days and people are increasingly using them to do rou/ne things, including shopping. Simply check your site analy/cs - you can see how many visitors come from desktop, tablet and smartphone. You’ll see that mobile site traffic is on the rise. So how do you equip your business to get ahead of this trend? Make sureyour eCommerce site is responsive and can be viewedproperlyonanydevice.Also,besurethattransac6onscanbemadeeffec6velyusinganydevice.

DEVELOPINGAMOBILE-FRIENDLYWEBSTORE

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PAINPOINT4

RESPONSIVEDESIGNAmobile-friendlywebsitebeginsandendswiththeuseofoneresponsively designed site that represents your en@reorganiza@on.ResponsiveDesignisamethodologyemployedtosetupwebsitestorespondtouserbehaviorandenvironment.If developed this way, the website automa/cally adjusts the layout of content based on the screen size, orienta/on and pla:orm used by an individual visitor.

Withtheriseofmobileusage,ensuringagoodmobile experience is mandatory for everyindustry. It is the best solu@on to future-proofyouronlinepresencefornewdevices,toensurea pleasurable experience for customers and toincreaseyourvisibilityonsearchengines.

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

ECOMMERCEMUST-HAVESA successful eCommerce soluMon must bring together twomust-have elements: a web plaForm that helps you driveand manage customer conversions and logis@c services tosupport inventorymanagement and shippingwhile helpingyoumaximizerevenue.

FINDINGYOUREND-TO-ENDSOLUTION

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PAINPOINT5

BridgelineDigitalhelpscustomersmaximizetheperformanceof their complete digital experience – from websites tointranetstoonlinestoresandmarke6ngcampaigns.

DeeplyintegraMngContentManagement,eCommerce,MarkeMng,SocialMediaManagementandAnalyMcs,Bridgelineensuresthatyourbusinessdelivers an online presence that a[racts, engages and convertscustomersacrossallchannels.

ThroughanintegraMonwithUPSWarehouseManagementSystem(UPSWMS),Bridgelinealso seamlessly combineseCommercewith logis6csandfulfillmentmanagementcoveringyourneedsfromclicktoship.

Reduce opera6ng costs, al leviatecustomer service issues and increasecustomersa6sfac6onbyuni6ngfrontandbackend eCommerce requirements withBridgelineDigitalall-in-oneplaOorm.

B R I D G E L I N E D I G I T A L . C O M 5 E S S E N T I A L F E A T U R E S F O R Y O U R C M S

AWARD-WINNINGDISTINCTIONBridgelineDigitalwasnameda2017SIIACODiEAwardFinalistfor“BestMarke@ngSolu@on.”SIIAjudgescommentedthattheBridgeline pla`orm provides a “scalable and comprehensivesolu@on with a breadth of services from marke@ng tocommerce and a very flexible set of templates for ease ofsetup.”

In a 2013 Vendor Landscape Report by Info-Tech ResearchGroup recognized the Bridgeline pla`orm as an “excellentproductforretailerwebsitesneededintegratedeCommerce,”touMngtheabilitytoequipretailerswith“easytousetoolsthatop@mizedigitalassetsandcapitalizeongrowingtrends.”

AWARDWINNINGDISTINCTION

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BRIDGELINEDIGITAL

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Automation Flow Builder

Landing Pages

Lead Capture & Nurture

Segmentation & Targeting

Email Campaigns

Flexible Publishing

Enterprise Search

SEO Management

Publishing Workflows

Mobile Friendly

Faceted Catalog

Cart & Checkout

Shipping & Payments

Coupons & Promotions

Order & Inventory

Social Monitoring

Reputation Management

Drive Engagement

Schedule

Publish

Dashboards

Actionable Insights

Reporting

Optimization

Goal Tracking

UnifiedProductSuite

MARKETING CONTENT COMMERCE SOCIAL INSIGHTS

Manage your en/re digital experience without limita/ons.

12

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