For those of you who don't know, Craig Ross holds the position of Vice President of Sales for the e-commerce platform Nexternal. The interview in question was regarding Craig Ross's take on the relationship of brand identity to e-commerce success. And it unearthed a goldmine of great advice. It is very surprising considering that Nexternal has already made waves as one of the best e-commerce platforms available today.
Thus, we've subsequently summarized the more pertinent aspects of the interview for you below:
Brand identity should follow your customers throughout their interactions with your e-commerce site:
According to Craig Ross, your brand identity is paramount to your e-commerce site, and not a single moment of your customer's interactions with your store should be without your brand identity. In short, keep your brand identity throughout the entire shopping process. So it shouldn't suddenly disappear during the check-out process in your site or at any other time. It should be a constant companion of your customer's. In fact, he warns that not keeping your brand's promise is as good
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As such, Craig Ross cautions that the platform you choose for your e-commerce site should consequently support evolution.
In fact, when choosing a platform, avoid providers where you'll have to cater to fixed templates that don't allow you to promote your brand identity throughout your e-commerce site. Hence, it is very important that your chosen e-commerce platform is flexible.
The next main factor to consider when choosing an e-commerce platform for your store is the platform's web traffic tools: It is imperative that your e-commerce platform offers tools that will help drive web traffic. Because, no matter how good your online store is, it will come to nothing without web traffic to direct customers to your