The eCommerce Consulting Process

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A Forensic Approach to eCommerce Success

Activating Change With Science-Driven Consulting

The realm of eCommerce is a dynamic landscape—one that swiftly rewards innovation and punishes the complacent.

The journey from laggard to leader requires a rigorous, systematic forensic-like process.

Forensics, in its traditional sense, is the art and science of uncovering hidden truths—using evidence, data, and expertise to determine causes and deliver irrefutable conclusions.

In eCommerce, a forensic approach seeks to unearth the root causes behind underperformance and treats every failing eCommerce channel as a “crime scene.”

Greg Randall conducts a thorough investigation to discover why an eCommerce channel is failing to convert consumer intent into buying actions.

This approach is not theory—it's a science-backed methodology, which is why it's bulletproof and continuously yields measurable results.

The eCommerce consulting process, seen below, is the founding principle of this approach.

Click here to view some Case Studies to see how this approach is applied to a business and the results it delivers.

Step 1: Let's Get Strategic

Greg first understands the business-wide strategy: the action plan.

Research proves when an eCommerce system aligns with business-wide strategy, it drives overall growth.

This strategic context influences decision-making.

Click here to learn more about the eCommerce Strategic Planning services.

Step 2: Customer-centric Data Analysis and defining the Gap

The next challenge is defining how close (or how far) the current state of the eCommerce channel is from supporting the business action plan (strategy).

This step analyses customer-centric data to define the eCommerce website's current state and compares it to the desired future state, illustrating the gap.

Customer-centric data enables the customer voice to be heard and explains the pain they are experiencing when trying to engage with you.

Step 3: Defining Current vs Future State eCommerce/Digital Experiences

Once Greg understands the customer pain points, an audit is completed on the current state of the eCommerce website.

This step defines the website's experience issues and what needs to change.

Illustrating the solutions helps the business understand what the future state of the eCommerce website must look and behave like.

All short-term priorities are highlighted to create a highly impactful Phase 1 change project.

This is the beginning of an eCommerce Conversion Rate Optimisation process.

Step 4: User Experience Design - the "Secret Sauce"

While every step of this process is "secret saucy," this step is the sauciest.

Greg constructs the new UX Design plan, comprising wireframes and a commentary explaining new page layouts and eCommerce journeys. This is the new roadmap.

Finding the issues and defining the future state is one challenge. If this change is not documented and planned correctly, no value will be seen for the business.

The UX Design plan becomes the "Change Bible" for a Phase 1 change project.

Step 5: Phase 1 Change - Plan Execution

Greg is heavily involved in bringing the UX Design plan to life. Why? Because he knows...

  1. The business strategy
  2. The customer pain points
  3. The UX Design plan

Greg is the most qualified to lead the execution of this change. Because this project manipulates eCommerce technology to engage with humans, this change process requires numerous ad hoc micro-adjustments.

There is a high degree of scrutiny and micro-management required to ensure project success, and this is where Greg closely collaborates with eCommerce Agencies.

AND, the low-hanging fruit changes are activated immediately on the current version of the website as part of an eCommerce Conversion Rate Optimisation (eCRO) process. This is designed to produce immediate ROI.

Step 6: Monitoring NEW customer-centric data

Once the project is completed and the changes are live, a new "digital salesperson" is born.

New journeys and experiences bring new engagement behaviours and critical new data requiring monitoring and defining.

Monitoring data is necessary for the following reasons...

  1. It confirms ROI is being achieved.
  2. The business sees the impact of the "Process" in driving revenue increases.
  3. This new data informs decision-making for future changes and enhancements. This is how a Phase 2 project is formed.

If you want to learn more about how the above process can impact your business, contact Greg on mobile 0477 723 474 or email greg@commaconsulting.com.au.