MRCA Event
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Drive More Revenue With e-Commerce Best Practices Moderated by Stan Singh, Secretary-General of MRCA, the webinar featured Robin Choong, Head of Digital Strategy & Planning, Maxis e-Commerce, who expounded on best practices for e-Commerce entrepreneurs to start building their brand’s digital presence.
peaking about how to manage a profitable and sustainable online store, Robin explains that the 3 key success factors are to craft the ultimate shopping experience on webstore, acquiring new customers, and winning loyalty and retaining repeat customers. Robin says that the million-dollar question is “what do customers want from you?”
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CRAFTING THE ULTIMATE E-COMMERCE SHOPPING EXPERIENCE Robin highlights that there are several questions that customers tend to ask, which entrepreneurs should address in driving more revenue via e-commerce. Why should I consider visiting your webstore? To address this question, Robin explains that entrepreneurs need to craft a strong value proposition on their webstores that include conducting a thorough brand audit, establishing a unique value proposition, and showcasing unique selling points for products offered by the store. Do I get a smooth shopping experience? Robin points out that a smooth shopping experience is achieved with easy webstore navigation. He adds that 88% of customers are less likely to return to a site after a Malaysia Retailer Vol 9 No 3
bad experience; while 90% of users reported they stopped using an app due to poor performance. Robin also highlights that up to USD2 billion in lost sales is recorded annually due to slow-loading websites. He advises that since 60% to 80% of website traffic is usually from mobile users, e-commerce entrepreneurs
should design webstores that ensure a great experience for customers. He explains that other success factors would be to understand the flow of customers’ attention, ensure products are easily found, make browsing the webstore a breeze, and understand customers’ preferences or sorting conventions.
