We all want our businesses to grow and that means finding ways of generating more revenue from your e-commerce operation. Using the the available information, acting on it sensibly and not repeating mistakes is one general approach but there is one specific principle we have seen recently that we think is particularly relevant to e-commerce. This is the ARC principle, which stands for Attract, Retain and Convert.
A is for ATTRACT MORE VISITORS
The simple goal is to implement whatever is required to ensure as many qualified visitors actually arrive at your website as is humanly possible. This can be broken down into many other processes but at the end of the day it is the “killer blow”. No visitors, no sales!
R is for RETAIN & RESELL TO VISITORS
This simply means keeping the visitors you ATTRACT actually engaged in your website or better still RETURNING to your website so as to buy things. Is that hard to grasp? I think not but you would be surprised how many e-commerce businesses pay no attention to RETAINING and RESELLING to existing visitors. Once again accomplishing ‘R’ is a multi faceted and constant battle that requires constant attention.
C is for CONVERSION TO SALE
Is this the same as ‘R’? No! Ensuring conversion to sale involves a completely different set of mental processes on behalf of your customer. A&R get them there and keep them there… ‘C’ makes them spend. Looking at how your customer will glide from browsing and being educated to pressing the BUY NOW button is so important it probably deserves its own book. For now just accept that it is really important and ask yourself “Why would I buy from me?” whilst looking at your product information page. Actually ask yourself “How would I buy from me?”. Evaluating that process will make you stop and think.
In summary ARC at the level above can be used by e-commerce developers to educate and inform clients about their short comings without actually telling them they are rubbish directly. The client is encouraged to challenge their own understanding. As things become deeper, the developer can expand on ARC point to drill into as many specialised areas as they feel the client needs or can handle.