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IT ISN ’ T JUST ENOUGH TO FIND OUT WHAT WORKS AND CONTINUE TO RELY ON THAT BUT TO USE WHAT WORKS AND CONTINUE TO DEVELOP , INNOVATE AND PROGRESS FROM THAT KNOWLEDGE .

Website optimisation involves the ongoing testing of different web page elements such as headlines , images , product descriptions and call-to-action buttons . Tools like Google Analytics Heatmaps allow businesses to track how visitors interact with their site and armed with bounce rate , average session duration and conversion rate metrics , marketers can gain immense insight into what works best and what needs improving .

For example , an e-commerce site might test different versions of a product page to see which one leads to more sales . They might experiment with alternative product images , descriptions and even pricing layouts . By analysing the data from these tests , they can identify the most effective combination and roll it out across their site .

Innovative approaches such as AIdriven video content to stand out

It ’ s also essential for today ’ s e-commerce companies to continuously innovate and try new things to keep customers interested and coming back . At Must Have Ideas , our ambition was to start a TV shopping channel , but with the traditionally high costs of 24 / 7 live broadcasting , it was proving difficult to fund . It ’ s why we decided to launch an AI-powered shopping channel , which builds upon our digital and social media strengths and appears as live to customers .

Identifying how our shopping channel could drive a new era of growth and income has been key to recent growth , both in financial turnover and staff recruitment . It proves that once you know what works for your brand , that isn ’ t the end of the journey . E-commerce businesses need to continuously innovate in order to bring in new revenue streams . It isn ’ t just enough to find out what works and continue to rely on that but to use what works and continue to develop , innovate and progress from that knowledge .

Focus on your niches and what makes your brand unique – maybe it ’ s through your products , your inspiring story or the excellent customer experience you provide , these are the things you can leverage in social media marketing and will keep your customers coming back . �

32 Intelligent SME . tech