– Ecommerce industry needs to focus on positioning and execution rather than expecting immediate results from all tools and platforms.
– Many brands in ecommerce lack understanding of their gaps and need to prioritize customer journey and data-backed insights.
– Progressive insights and continuous learning are more important than instant results, and reducing complexity is crucial in tackling larger problems and optimizing all touchpoints.The key action item is to focus on progressive insights and data-driven strategies to identify and address gaps in the customer journey in order to optimize business performance in the ecommerce industry.E-commerce as an industry has a problem with “needing to see results” from all tools and platforms. Business doesn’t work that way; it’s about positioning and execution on mission-critical things with incremental improvements. The bigger problem in e-commerce is that nearly 100% of all brands do not understand where their gaps exist. We’ve been doubling down internally to bring forward insights in a manner that makes sense and can lead to internal discussions towards creating change. It’s not really a small task, but as we refine our models and look to push the boundaries of what’s possible, we see a larger play available. A play that pushes individual teams to better think through the customer journey and provides them with the questions and direction of what to focus on, all backed by data. Data is the quantifiable starting point for understanding issues across a customer journey, but it still requires manual testing and strategy to push past these obstacles. You can try without data, but you will have a hard time measuring things. A single KPI is dependent on a massive amount of cascading factors; the story is never clear. The goal, instead of instant results, should be progressive insights that compound over time to provide direction on how to tackle larger problems and underlying issues. If this sounds cryptic and difficult, it’s because it’s super complicated and not something learned overnight. The way we’re approaching and tackling it is all about reducing the level of complexity to highlight what matters and where those gaps are. I’m not going to lie, it’s going to take a lot of work, but to me, business is logic, logic can be mapped, and it’s not about an immediate result but learning and optimizing across all touchpoints. I’ve been doing this stuff for a long time, and I still find myself constantly learning. #ecommerce #strategy #customerjourneyhttps://www.linkedin.com/in/jivanco