Continuous Evolution is the Key to E-Commerce

E commerce

Executive Summary

While all e-commerce sites need to be able to support search, catalog browsing, and checkout, what really distinguishes one site from another is how it is able to continuously evolve towards giving customers a better, more fulfilling buying experience. Who participates in the decisions about the direction of that evolution? The customer of course! How does that evolution occur? Through the process of 1) A/B testing to continuously solicit customer feedback through clicks and purchases, and 2) through continuous improvement of customer search and recommendation to improve the relevance of products that are offered to the customer.


  • A/B Testing
  • Branding and Multi-tenancy
  • Search Relevancy
    • Improved Indexing
    • Human Relevance
    • Measuring Search Relevance
  • Scalability

Some of the things you will learn:

  • How vitally important it is to have the A/B test capability in your e-commerce suite, as it permits cycles of continuous improvement of the site, and continuous improvement of sales.
  • Pricing is a key component of an e-commerce suite. Due to the large volume of data that should be considered when making pricing decisions, use a pricing engine that considers a number of factors as they relate to product level pricing, including the competitive pricing landscape.
  • Having the capability to create a multitude of branded e-commerce sites, each with different product selections and pricing, all running off the same software base, is an almost unattainable dream of most e-commerce retailers.
  • Larger product selections require better organization, else the burden of choice becomes overwhelming.
  • Maintaining high quality search relevance is extremely important because it relates to how your customers view your products, and sometimes whether they see and choose relevant products on your site.