e-commerce

Taglab’s combination of design, technology and marketing expertise enables us to build e-commerce sites that optimise acquisition activity, maximise conversions, increase average transaction value and generate repeat business.

Maximising conversions

When designing online stores, Taglab focuses on the customer experience, considering every stage at which the user transacts with the site, from first arrival, to browsing products, to shopping basket and finally to checkout. We take care to consider every point at which there is a risk of losing a customer, and carefully optimise the user interface to minimise abandoned shopping carts.

We believe that an effective e-commerce site must be designed to appeal to users who are in either a “search” or “browse” mindset. Searchers are looking for a specific item. In order to convert a searcher, your store must have the widest possible inventory to increase the chances that you are offering the desired product. The content must then be structured in a simple and intuitive taxonomy, enabling the searcher to locate the product on your site before they turn to your competitors. Browsers are usually looking to buy an item for a specific purpose (for example, a gift), but they may not know what exactly they want to buy. Browsers must be emotionally engaged and stimulated by your site, in order to tempt them to purchase, since the decision is invariably made based upon emotional rather than rational criteria. To convert this audience, it is important to group your products thematically, presenting solutions rather than features, encouraging exploration and discovery.

The requirements of searchers differ significantly from those of browsers. The art of designing an effective online store is to seamlessly blend the functionality required by both audiences into a single cohesive whole.

Increasing average transaction value

In a high street store, a sales consultant can make all the difference in increasing customer spend. With an online store, you don’t get the benefit of sales consultants, and so you’re entirely reliant upon your site’s design and functionality in order to maximise the value of each transaction. With extensive direct marketing experience, Taglab offers the skills necessary to optimise the way in which your site exploits cross-sell and up-sell opportunities.

Generating repeat business

Generating that first sale is only half of the battle. Given the high costs of acquiring new customers relative to the costs of ongoing e-mail communication, customer retention is key to increasing the profitability of an e-commerce venture. As an online agency that specialises in direct marketing, we take great care to design and build our sites with the ongoing customer relationship in mind. Our sites are designed to support tight integration with e-mail campaigns, and our database is structured to make sophisticated data mining and event triggered communications possible. Taglab have extensive experience in planning and executing highly effective ongoing customer contact strategies – for companies including Betfair and Links of London.

Delivering a compelling brand experience

Even the most efficient and well thought-out online store can sometimes feel dry and unexciting. It’s quite a challenge to deliver the huge range of functionality that today’s online shoppers expect from an online store, whilst remaining true to your brand values. Taglab’s extensive experience in working with some of the UK’s largest brands means that we know how to build sites that deliver both as an e-commerce system, and as a unique and distinctive articulation of our client’s brand values.

Visit our Portfolio section to find out about previous e-commerce projects that we have undertaken.