Crafting a Rock-Solid E-Commerce Strategy in Today’s Attention Economy: 5 Key Questions Marketing Executives Should Ask

From Public Label CEO, Brian Kittelson

In today’s fast-paced, attention-driven marketplace, having a robust e-commerce strategy is no longer optional—it’s essential. For consumer-packaged goods (CPG) brands, the e-commerce channel is increasingly driving a significant portion of total growth. Despite this, many marketing leaders find themselves navigating a complex landscape filled with nuances and technical intricacies. As a result, there’s often uncertainty about whether their e-commerce strategy is truly optimized for success in an attention-based economy.?

To cut through the noise and ensure your brand is well-positioned to win online, here are five critical questions you should ask your e-commerce team.?

1. How Are We Capturing and Retaining Consumer Attention??

In the attention economy, capturing and retaining consumer focus is paramount. With countless brands vying for the same limited consumer attention, it’s crucial to understand how your brand stands out in the crowded e-commerce space.?

Ask your team:?

• What tactics are we using to grab consumer attention on e-commerce platforms??

• Are we leveraging data-driven insights to personalize our offerings??

• How are we optimizing our product listings, visuals, and descriptions to be compelling and relevant??

• What role does social media and influencer marketing play in driving traffic to our e-commerce channels??

By focusing on attention-grabbing tactics, you can ensure that your brand remains top of mind for consumers, increasing the likelihood of conversion.?

2. Is Our User Experience Seamless Across All Touch-points??

A seamless user experience (UX) is a cornerstone of any successful e-commerce strategy. Consumers expect a frictionless journey from discovery to purchase, regardless of the device or platform they use. Any hiccup in this process can lead to lost sales and decreased customer loyalty.?

Ask your team:?

• Are our e-commerce platforms mobile-optimized and user-friendly??

• How quickly and easily can consumers find and purchase our products online??

• What are we doing to reduce cart abandonment rates??

• Are we regularly testing and refining our website and app interfaces to improve usability??

A focus on UX ensures that once you’ve captured a consumer’s attention, you don’t lose them to a competitor due to a clunky or confusing shopping experience.?

3. How Are We Measuring and Maximizing Our Conversion Rates??

In e-commerce, conversion rates are the ultimate measure of success. It’s not enough to attract visitors to your site—you need to convert them into paying customers. Understanding the metrics that drive conversion and constantly seeking ways to improve them is crucial.?

Ask your team:?

• What is our current conversion rate, and how does it compare to industry benchmarks??

• Are we using A/B testing to optimize key elements of our product pages and checkout process??

• How are we personalizing the shopping experience to increase conversions??

• What strategies are we using to retarget consumers who have shown interest but haven’t yet converted??

By keeping a close eye on conversion metrics and implementing strategies to optimize them, you can ensure that your e-commerce strategy is driving tangible results.?

4. Are We Leveraging Data to Inform Our Strategy??

Data is the lifeblood of a successful e-commerce strategy. In today’s digital landscape, you have access to an unprecedented amount of consumer data—provided you know how to use it. Data-driven decisions can help you tailor your e-commerce strategy to meet consumer needs more effectively.?

Ask your team:?

• What consumer data are we collecting, and how are we using it to inform our e-commerce strategy??

• How are we segmenting our audience and personalizing our marketing efforts??

• Are we using predictive analytics to anticipate consumer trends and behaviors??

• What tools and platforms are we using to analyze e-commerce performance, and how frequently are we making adjustments based on these insights??

A data-driven approach ensures that your e-commerce strategy is always evolving and adapting to meet the changing needs of your consumers.?

5. How Are We Preparing for the Future of E-Commerce??

The e-commerce landscape is constantly evolving, with new technologies and consumer behaviors emerging at a rapid pace. To stay competitive, your strategy must be forward-thinking and adaptable.?

Ask your team:?

• What emerging e-commerce trends are we monitoring, and how are we preparing to leverage them??

• How are we investing in new technologies, such as AI, machine learning, or augmented reality, to enhance the shopping experience??

• Are we exploring new e-commerce channels, such as marketplaces, direct-to-consumer (DTC) platforms, or social commerce??

• How are we planning to scale our e-commerce operations as consumer demand grows??

By staying ahead of the curve and preparing for future developments, you can ensure that your e-commerce strategy remains competitive and capable of driving growth in the long term.?

In Summary?

In today’s attention economy, a rock-solid e-commerce strategy is essential for capturing market share and driving growth. By asking these five key questions, you can gain valuable insights into your current strategy and identify areas for improvement. Whether it’s optimizing the user experience, leveraging data, or preparing for future trends, a proactive approach to e-commerce can set your brand apart and ensure long-term success in an increasingly competitive landscape.?

Public Label is a full-service commerce marketing agency geared to amplify brand conversion and ROAS in today’s complex marketing and retail environment.???

If you’re ready to elevate your e-commerce strategy, send me a DM at Brian Kittelson —let’s get to work.?