10 Tips for Choosing an Ecommerce Name

It’s been a long time coming, but you’ve finally decided to launch an online store. Congrats! If you have your brand and domain names figured out at this stage of the game, consider yourself fortunate. For most start-up shops, this task can bring up unexpected challenges. There are, however, things you can do when a choosing an ecommerce name to nip those challenges in the bud.

Before you settle on a brand name, for example, always consider the domain name. There’s nothing more discouraging than finding the perfect brand name, only to find out the domain name is taken. And they must go hand-in-hand; your URL is how customers will find your store online. If your brand name doesn’t come up in searches, you will lose valuable customers, traffic and sales.

Your ecommerce name is also set in stone, so to speak. Remember in June 2011 when the online retailer Overstock.com attempted to rebrand itself as O.co? By November, the company had already started restoring the original Overstock name to its website and social media channels following customer confusion. Your ecommerce name is not something that can easily be changed. Make sure the one you pick works on all fronts.

Here are some tips to consider when choosing an ecommerce name:

Be unique. Don’t emulate a competitor. Naming your toy business We "R" Toys, for example, only highlights a lack of creativity. Plus, your customers will see through your tactics and think of your business as playing second fiddle to a bigger brand.

Get creative. Zappos doesn’t exactly scream shoes, but they’ve made it stick. Not only is it quirky, but it’s easy for customers to remember. Same goes for the brand Etsy, which sees 15.6 million monthly unique visitors. Choosing a creative brand name also increases the likelihood the domain name will be available.

Keep it short. Finding a single-word domain is like hitting the jackpot. Not only is a short domain name easy to remember, it’s also easier for customers to type into a browser. Try to keep yours under three words.

Check domain availability. There are a few ways you can check a domain’s availability. You can type the URL into search or you can search for the domain on a site like Whois Lookup. If the domain you really want is taken, you do have the option to buy it. But before you contemplate buying a pre-purchased domain:

  • Check what it’s currently being used for. Does it have an active homepage? If so, you may be out of luck. If not, you can offer to buy it by contacting the owner directly.
  • Consider what you’re willing to pay for it. Depending on the domain name, you could be shelling out anywhere from $200 to $200,000.

Choose the right extension. There are so many extensions, such as .com, .org, .net, .co, and .us. For ecommerce, we recommend choosing .com for your top-level domain (TLD), as well as the countries you will be targeting (grab .ca if your target audience is based in Canada, for example).

Check for trademarks. Think you found the perfect name? Make sure it’s not already trademarked. You’ll want to be able to trademark your own name to stave off copyright problems in the future.

Search social media. Make sure your new brand name isn’t already taken on social media platforms like Facebook, Instagram and Twitter. If the handles are available, don’t wait to snatch them up. You can always delete the profiles if your name doesn’t pan out.

Keep it simple, stupid. Leave out odd letter substitutions (think “sk8ter”), which will make your domain hard to remember. This includes hyphens. Most importantly, make sure your domain is easy to spell and pronounce. Pronunciation matters with more and more people using voice search.

The bottom line? You want your brand name to match your domain name whenever possible. This will make it easier for customers to find your ecommerce business by typing your name into a search engine, browser address bar or by speaking.

The experience can be a bit frustrating, especially when it seems every idea you have is already taken. Don’t be afraid to get creative with your brand name. Use an online brand name generator like Name Mesh to get more ideas.

Above all, be patient. Your brand name is one of the most important steps when launching a new ecommerce business. Getting it right will be worth it in the long run.

The Benefits of Kitting Services for Ecommerce Businesses

If you outsource your distribution, warehousing or fulfillment services to a third-party logistics (3PL) company, chances are you are familiar with kitting services. Fulfillment Works, for example, provides an array of pick and pack and kitting services. Kitting services can effectively lower your shipping costs, speed up fulfillment and boost sales for your ecommerce business.

What Exactly Is Kitting?

In fulfillment, kitting is the bundling of individual items into ready-to-ship packages.

Let's say you’re an ecommerce merchant that specializes in men's grooming products, and your best-seller is your beard wash. You’ve noticed, however, that customers who purchase the beard wash also tend to buy conditioning oil and a comb. You decide to bundle your three items together as one shippable item with a unique SKU. That’s kitting!

While the components of a kit are often produced by different suppliers and require assembly, a 3PL provider can assemble them into prepackaged kits and fulfill them to a distribution list for you.

Why Should I Consider Kitting Services?

Kitting offers plenty of benefits, including:

Lower costs: Outsourcing your kitting means you won’t need to invest in warehouses, equipment, technology and staff. But whether you outsource or kit in-house, there are major cost advantages for sellers.

Kitting saves you money on shipping. Shipping three items individually, for example, is more expensive than bundling and shipping them in one package. And unlike random packages assembled from various SKUs, kits have a predetermined weight. Skipping weighing can save both time and money.

Faster assembly: Adding kitting services to your supply chain strategy means faster assembly of your products and faster order fulfillment for your customers.

Kitting services can include both on-demand and pre-assembled kits. Pre-assembled kits are assembled when the inventory arrives and are then warehoused, awaiting pick and pack order processing. On-demand kits, meanwhile, are created on demand during the pick and pack process.

Increased Sales: Kits are attractive to buyers, especially if you bundle products and accessories that complement each other. Plus, packaging and selling items together exposes your customers to products they may not have considered or known about.

Kits also make great gifts. If you don’t offer them year-round, consider offering holiday gift packs. Include value-added services such as gift wrapping and individual kitting options as added incentives.

To Kit or Not to Kit

Kitting is an easy way to lower costs, speed up order fulfilment and increase sales. Talk with your 3PL to find out how kitting can increase sales and warehouse efficiencies. You’ll also want to know:

  • Can pre-assembled kits be broken up into individual components with new SKUs if they don’t sell well?
  • If your kits outsell your individual products, can your 3PL create new kits with your in-stock components?
  • Does your 3PL perform spot-checks during the kitting process to assure the accuracy and quality of kits?

Fulfillment Works’ kitting services team can make whatever kind of unboxing experience you want to create happen.

Our kitting services include simple kits, where a few items are placed in a package, or complex kits that include several components to be placed in custom die-cut boxes with trays, custom inserts, wafer seals, custom wrapping--and just about anything else. Contact us to find out how we can create customized solutions for your ecommerce business.

Guest Checkout vs. Customer Checkout, Part 2: The Best Approach

In Guest Checkout vs. Customer Checkout, Part 1: The Best Approach, we looked at some factors to consider when determining whether a guest checkout option is right for your ecommerce site.

The nature of your business and your customers’ order frequency both play a role in determining your checkout strategy. A guest checkout is ideal for reducing conversion friction, especially for first-time customers. It’s also a great way to circumvent the account fatigue that’s plaguing online consumers.

But even if you decide to offer shoppers the option of a guest checkout, there’s still a solid argument to be made for a customer checkout option.

THE BENEFITS OF CUSTOMER CHECKOUT

There are plenty of benefits to asking customers to register for an account. It creates better shopping, customer service and checkout experiences.

Storing shipping addresses and credit card info reduces checkout times, for example. That’s why repeat shoppers benefit the most from account creation. Having an account also allows customers to track their purchases and loyalty benefits, if you offer them (coincidentally, loyalty programs are a great way to incentivize customers to sign up for an account).

From a merchant’s perspective, accounts have advantages as well. Having a customer’s account information makes it easier for you to:

  • Request product reviews post-purchase
  • Link a customer’s order history
  • Cross-sell to existing customers

Customers who create accounts are also more likely to come back to make a purchase.

So how do you satisfy your needs as an e-tailer and reduce friction for your customers?

THE SENSIBLE APPROACH

The key is in the execution of your registration process: don’t make account creation a separate feature from your checkout.

According to web usability experts at the Baymard Institute, account creation shouldn’t get in the way of users’ checkout efficiency. Their usability tests confirmed that offering optional registration on the “Thank You” order confirmation page is the best place to ask users to create an account.

“Delayed Account Creation,” as it’s called, simply gives guest shoppers the convenient option of saving the information they’ve just entered for future orders, aka an account.

The bottom line: get rid of the “sign up” barrier by offering guest checkout, but implement it in a convenient way to convert those guests into registered accounts. Do it at the end of the transaction process once customers have already shared their shipping and payment information.

While every design aspect of your ecommerce site is important, the checkout page is particularly so. See our Checkout Process Design Checklist for more tips.

Guest Checkout vs. Customer Checkout, Part 1: The Best Approach

Whether or not to offer guest checkout as an option for customers is a decision every ecommerce business has to consider at some point. And while there’s no right or wrong answer, there are some factors you should consider to help you determine which option is best for your business.

YOUR CUSTOMERS’ PURCHASE FREQUENCY

The nature of your business and your customers’ order frequency should play a role in determining your checkout strategy.

If you sell beauty products, for example, there’s a good chance your customers are repeat buyers. You sell items they will need to replenish, and you work hard to earn and retain their loyalty. You’ll probably want to encourage your customers to create an account.

On the other hand, if you sell mattresses, your sales from a single customer are likely to be occasional at best. It might not make sense, in this case, to ask people to create an account considering they’ll be returning to your site infrequently.
Problem solved, right? If only.    

THE BENEFITS OF GUEST CHECKOUT

Even if your ecommerce business caters to repeat customers, you still need to give shoppers the option of a guest checkout. Here’s why.

First-time customers: When a shopper purchases something from your site for the first time, it is vital their initial interaction with your brand go smoothly. Since this is their first experience with your site, and the process of handing over personal information can be tedious (especially for mobile users), guest checkout options lets users “try out” your customer experience before committing to setting up an account.

Friction: Checkout friction is the enemy of conversions. If a shopper has spent time selecting products on your site, you want to minimize obstacles and distractions during the checkout process. And for a new customer, a request to create an account could be enough to cause them to abandon their cart. The last thing you want is to make the checkout process longer and give shoppers more time to reconsider their purchase.

Account Fatigue: It’s a thing, and it’s real. According to Understanding eCommerce, creating a new user account is the second-most popular reason for cart abandonment after extra costs. Many shoppers are turned off at the thought of having to create yet another account, thinking of a new password, and filling out their profile just so they can make a purchase. A guest checkout option circumvents all that.

With all the benefits of guest checkout, what are the advantages to asking visitors to create an account, if any?

Having a customer’s account information makes it easier for you to cross-sell to existing customers and request product reviews. Customers who create accounts are also more likely to come back to make a purchase. We’ll cover that, and more, in our next post - Guest Checkout vs. Customer Checkout, Part 2: The Best Approach.

5 Packaging Insert Ideas for Ecommerce

You have order fulfillment down to a science and have hired a 3PL to handle storing, picking, packing and shipping your products. But your customer’s journey doesn’t end with order fulfillment. If you’re looking for a way to maximize your buyers’ unboxing experiences while driving customer loyalty and sales, we have a suggestion: packaging inserts.

THE BENEFITS OF PACKAGING INSERTS

Unboxing doesn’t have to be the end of the road in your customers’ purchase process. Think of it as the start of a different journey. In fact, selling to an existing customer is a lot easier than selling to a new one.

Let’s look at some customer retention statistics:

  • The success rate of selling to an existing customer is 60-70 percent. The success rate of selling to a new customer is 5-20 percent.
  • Increasing customer retention by 5 percent can increase your profits from 25-95 percent.
  • About 80 percent of your future profits will come from just 20 percent of your existing customers.

The reason it’s easier to convert existing customers is simple: they have already purchased from you, which makes them easier to retarget in your remarketing efforts. A well-targeted packaging insert will not only make customers feel special, it will increase brand loyalty too. There are many ways you can incorporate them into your customers’ unpackaging experiences.

PACKAGING INSERT IDEAS

Thank you notes: Add personalized thank-you notes that will make an impression with your customers. Don't say “Thank you for your order” which can make your customers feel like statistics. Show your customers you value their support rather than their business. Opt for "Thanks for choosing us" instead.

Promo codes: Give your existing customers a reason to make another purchase by including a promo code with an exclusive discount as an incentive. Don't forget to track and measure your ROI. Create campaign-specific promo codes to measure how many people redeem the code and how much they spend on each transaction.

Offers: Offer free shipping on their next order. Everyone loves free shipping, especially if it’s exclusive to them. Not only will this offer incentivize your customers, it’s also an effective way to minimize buyer’s remorse. “I didn’t really need that, but I had free shipping, so…”

Feedback: Ask your customers to write a review of their purchase. Customers who write reviews tend to develop a loyalty to that business because it gives them a voice in the online purchasing process. The easiest way to get customers to review your product? Just ask.

Free samples: Product samples are technically packaging inserts, so consider adding a free gift along with purchases. Your customers will be delighted at the idea of getting something unexpected for free. It’s the principle of reciprocity in marketing. When you offer your customers something helpful for free, they will feel indebted to you.

Packaging inserts can improve your brand perception and boost your marketing reach. They are also a cost-effective way to drive customer loyalty and sales. Personalize them, and you’ll be on your way to maximizing your buyers’ unboxing experiences.