Justin Williams is the newest member of the Bluespark team and SVP of Digital Commerce and Channels. I chatted with him about ways for brands to stand out and execute successful ecommerce. Justin had some really great things to say, so I’ve broken the interview into two phases. This is Act 1. "Act 2: The Most Important KPIs", will publish on Nov. 8.
The people behind flourishing ecommerce sites understand the need to produce content that does more than just sell. They know they need content that educates, inspires trust, entertains, and connects.
The most important measure of an ecommerce site is its sales. If people put items into their shopping cart, go through checkout, and pay, that's a success. If they abandon the cart without buying, something has gone wrong. Not only is that a missed sale, it could be a potential customer who was too frustrated to come back again.
Last week our team was in Marrakech, Morocco for a company retreat.
Since we're a company with international employees and no office, it makes sense to meet ... well, anywhere, really. We collaborate and communicate every single day, but we don't get a chance to go out to dinner and chat in person as much as some coworkers might.
In 2016, independent research firm Forrester, released a study about how companies use content and commerce. Forrester noted that “working with current legacy CMS or implementing a new CMS were named as two top technology concerns,” for companies.
So, we'd like to know, what is your situation? Thanks, in advance, for your time!