Blind Leading the Blind
Even if you’re a techno-junkie with the latest phone, computer and iPod the odds are good you find the inner workings of technology daunting. Geek speak of META tags, image optimization and kilobytes is all Greek.
But, where most small retailers fail is that they allow their perception of the unintelligible technology world of the programmer to keep them from learning the basic things that anyone managing an online retail venture should know.
Web designers and online marketers often resort to geek speak on purpose - because they know that you have no idea what they're talking about. Most times, you'll nod politely and either default to a blank stare or make some attempt at pretending to keep up. The more they use their geek speak, the more they drive home the concept that you *need* them because they know things you don't.
That's how you end up with site features that don't work as designed (or envisioned), or end up with software that doesn't meet your needs. Most often that's how you end up spending far more than planned for much less results than anticipated.
You don't have to know how to program an e-commerce site. But you MUST know enough to direct your web designers and marketing consultants, and measure the results they provide accurately.
Shopper Fallout. Shopping Cart Abandonment. Conversion ratio. Call to action. Cross-sell.
If you can't define any of those terms accurately (off the top of your head, no cheating) - then you haven't done your homework.
If you can't tell me who your five biggest online competitors are, and what makes each of them successful - then you haven't done your homework.
If you haven't done your homework, then chances are you're the "blind leading the blind" when it comes to managing your internet consultants.
Educate yourself to lead your enterprise. Suite Spot Commerce firmly believes in educating our retailers. Our most successful retailers are ALWAYS those who make a point to become educated on the basics of online retail.