Can you imagine running a brick and mortar retail store without a store manager? Sure, you have an owner and employees, but with their various responsibilities, whose first priority is the success of the store? A manager’s main responsibility is to ensure that the store is running smoothly.
While an eCommerce site eliminates the need for employees, there is still a need for an eCommerce manager. They are the manager of your online store and make sure that everything is happening according to plan in order to maximize success.
A situation that we see frequently is that a company sets up an eCommerce site as a sort of side project, assigning a few existing employees to add “eCommerce management” to their workload. Unfortunately, if multiple people are responsible, then no one is responsible.
As our team is fond of saying, “There can only be one number one priority.” If your team does not have someone whose number one priority is the eCommerce site, then no one’s number one priority is the eCommerce site. Without constant attention and dedication, your eCommerce site will fail.
Here are just a few reasons that one dedicated eCommerce manager is more effective than multiple people splitting the responsibility.
One negative impact of not having a designated eCommerce manager is the effect on a project timeline. When launching a site, an eCommerce manager keeps the project on track and on time. Without someone dedicated to making sure that content is loaded correctly and site aspects are being implemented appropriately, those issues can build up and slow down the implementation.
Often times, issues that delay time to market are avoidable if there is a specific person dedicated to milestones and the launch of the project.
When more than one person is tasked with eCommerce success, communication becomes more difficult. What are the odds that multiple part-time eCommerce people are available at the same time when dealing with their other job responsibilities?
Aside from communication amongst themselves, having multiple eCommerce team members sharing responsibility for the site makes things more complicated for the rest of the organization. Who should be contacted with questions? Who approves what changes and decisions? Having one designated eCommerce manager streamlines the process.
A site has various aspects that need constant monitoring. There is no magic piece of code that is going to manage the site for you; a designated member of your team needs to take responsibility for maintaining these operations. Some site details that need monitoring include:
- SEO: SEO needs constant monitoring in order to add new, rich content and to make sure you are hitting KPIs
- Search: Keywords, synonyms, and misspelling redirects are important to update in order to ensure that your customer can find what they are looking for
- Analytics and Data: Order data, browsing data, product data, and analytics are only impactful if someone is monitoring them and making adjustments as needed
- Orders: Missing things like fraudulent orders or abandoned carts can severely impact business
- Merchandising: Keeping products updated and promotions interesting is important to keep customers coming back
In the words of the estimable Ron Swanson, “Never half-ass two things; whole-ass one thing.” In other words, one full-time eCommerce manager is more effective than multiple part time eCommerce team members. Your site will easily meet goals and return your investment if you are dedicated to it.