5 E-Commerce Lessons We Can Take From the World Cup
The passion. The sportsmanship. The heartbreak. Every four years, the world watches each match of the World Cup with great excitement. But the World Cup is over. Germany has been crowned the champion, and the hosts have gone back to everyday life.
Just like the World Cup, global e-commerce is big business and to score, businesses have to be at the top of their game. Despite its huge market potential, e-commerce conversion rates hover around 3 percent on desktops and a paltry 1 percent on smartphones. Like World Cup teams that are well-equipped with a defensive and offensive game plan, businesses must raise the bar with their customers or risk missing new opportunities for sales stardom.
Here are some valuable lessons that global businesses can use when creating a successful e-commerce strategy:
1. Do advance scouting. The best World Cup coaches analyze previous results and make lineup and strategy changes in advance of each match. E-commerce is a highly measurable science. You have the ability to analyze each customer experience from the moment they land on your website to purchase. How do shoppers navigate your website? When do they bail out? Which search terms lead to the most sales? Find out what works and build sales and service strategies that win over consumers.
2. Set an effective lineup card. Every player on a World Cup roster has a role, whether it's to hold possession, attack up the wing or prevent a strike. It's important to put people in a position to succeed. Ensure sales and services reps are trained and suited for the communication channel. Maybe someone strikes the right tone on live chat. Perhaps someone excels at articulating in writing vs. chatting. Use your service reps’ strengths to your advantage and assign them roles that will deliver better experiences to customers.