The Role of an Ecommerce Manager
As an ecommerce manager you have the role and responsibility of looking after a website that focuses on the buying, trading and selling of products and services to the public or for business purposes.
The main focus for an ecommerce manager, however is conversion. Conversion is attracting visitors by using campaigns, effective SEO and attractive content that can convert them into leads or sales. Ecommerce sales are very prominent in today’s market and have taken over the high street as the preferred method of purchasing items. This year has seen ecommerce retail account for 15.6 percent of all retail sales revenue and shows no sign of slowing down. Some other responsibilities of an ecommerce manager are:
- Overseeing Design and Developments of Website
- Monitor web analytics and internal data sources
- Design and Execute Roadmaps
- Incorporate Best Practices
- Budget Effectively
- Supervise all activities and product development
- Work closely with web development and technical teams
- Prepare reports and analyse conversion numbers
- Developing SEO/PPC Strategy/Marketing Plans
- Team Management and Progress Monitoring
- Quality Control and Assurance
- Developing Schedules and Timescales
The user interface of your website and overall UX is very important in the completion of an online transaction. An ecommerce manager will oversee the look, feel and design of a website, working closely with any web design agencies or in-house development teams to get the right interface and structure which will suit the customer journey best. The aim is to make the online ecommerce system easy to use, speedy and secure. This can mean where to place the call of action to purchase an item to how the listings are organised. It can also be to enhance the website with additional content such as product videos, social media integration and anything that can further improve the user experience.
Managing a Team
Not only does the website require management but so does the team that helps keep every other aspect of the website running. A typical ecommerce team may consist of the following:
- Project Managers
- Content Editors
- Web Designers
- PPC/SEO executives
- Web Analysts/Analytics
- Web Services Engineer
Larger companies will have web development teams and back-end development teams to maintain and improve the website’s functionality and design. Many businesses tend to rely on contractors for any new projects or redesigns. Smaller companies may have an agency that maintain the design, functionality and hosting of the website with access for content writers to update text and imagery on the website.
Campaigns and Strategy
Another key factor in ecommerce is planning ahead and having a full digital marketing plan for the year and ahead. This plan can identify areas that they need to develop including introducing sales campaigns, exclusive offers and most importantly SEO and PPC campaigns. An ecommerce manager may have a dedicated in house SEO team or use an agency to suggest keyword strategy techniques and provide the copy or descriptive content that could possibly increase page ranking and traffic.
Security and Maintenance
Websites could be subject to cyber-attacks, compromisation or even technical issues that will require quick action to resolve any problems that may happen. Ecommerce managers can’t be viewing the website 24 hours a day but can have email or text alerts sent straight to them if an issue was to occur. The most important factor is protecting customer’s sensitive data from cyber criminals so implementing a high level of security is necessary in order to prevent a PR disaster for your company as well as letting loyal customers down. Over the recent years many company databases have been compromised so protecting classified and sensitive details is a priority.
They may also encounter glitches and errors, especially when it comes to pricing errors. A recent online store encountered a pricing error causing a usually expensive item to be less than 50p causing customers to make several orders due to its remarkable and unbelievable price. It’s the companies discretion if they honour the price or not but either way this can cause a PR disaster and may detract visitors. It can take years to build up the reputation of a website but only days to bring it down.
Monitoring web traffic statistics and generating reports is usually an everyday responsibility for ecommerce managers. By using analytical tools like Google Analytics or Comscore the performance of a website can be analysed and evaluated to see whether any particular campaign or major site changes were successful or not. Analytic tools can analyse all sorts of behaviours and patterns such as bounce rates, time on page and referrals to give detailed insight and in-depth analysis. Companies can make important business decisions from analysing web data and observing the results. A/B Testing is also another way of analysing and comparing different online strategies by sending different versions of the website to different site visitors and determine which version was the most successful.
If the percentage of visitors to the website that make a transaction is high, then the better the conversion which is, overall, the key objective of a ecommerce manager.
Salary and benefits
According to Technojobs data, salaries vary between £57,000 to £75,000. The amount is dependent upon a number of factors, one of which is location. It is not uncommon for ecommerce Managers in London to be paid more.