August Ecommerce Digest

In August, we wrote about customer service toolkits, the future of the software market, and how to effectively kill conversions in the checkout process. For our ecommerce digest this month, we will further our discussion about selling software through wearable computers and touch on the purpose of landing pages, reducing cart abandonment and focusing on the customer experience.

emarketer landing page objectives
Source: eMarketer
How Do Landing Page Objectives Differ for B2Bs vs B2Cs? | eMarketer

 – Not surprisingly, B2B and B2C ecommerce companies have different goals for their landing pages. While consumer oriented businesses focused their landing pages on turning leads into paying customers, B2B companies geared their landing pages toward turning clicks into leads.

How to Recoup 30% of “Card Declined” Abandonments | Baymard Institute

 – This post sets out to teach ecommerce pros how to handle the irritating “Card declined by processor” event. The danger of losing revenue to mysteriously declined cards is obvious: If the buyer can’t successfully place an order on your site, they’ll likely go somewhere else. The author advises merchants to offer alternative payment processors or payment methods to declined customers. However, he also cautions against over-aggressively trying to authorize declined cards as the decline may point to fraudulent activity.

10 Great Ecommerce Ideas for August 2013 | Practical Ecommerce

 – This article crowdsources a group of professionals from a variety of industries with ecommerce offerings of everything from retail t-shirts to digital B2B services. The main theme tying all these great ecommerce ideas together is that business must have a strong focus on the customer. Whether its through their website design, email campaigns or interactive videos, ecommerce success is very much about understanding your customers’ paths to conversion.

Forget hardware: Winning in Wearable Computing Requires Software and Services | GigaOM

 – This post examines the idea that wearable computers are only as good as the software programs controlling them. The post shows how independent companies are building wearable computers, ostensibly to compete against big players like Google and Apple. However, these independent vendors have a huge obstacle to overcome in trying to compete against the top companies, namely in the form of access to large ecosystems of developers and apps. Neither Apple nor Google will have to start from scratch in building their app stores for wearables, but these independent companies will. Similar to what we said with phone and tablet apps, most developers are in danger of earning little from their efforts due to a lack of exposure and the exorbitant fees from the platform hosts. Ultimately, it’s important to recognize the role software developers will play in the future of software.