DON’T FORGET TO TWEAK YOUR ONLINE PRESENCE

“If you’re in e-commerce, you have to be on it,” said Leo Desautels, founder and co-owner of Outdoor Covers Canada in Mississauga, Ont., of online presence, which is always top of mind for him.

For him, spring is the ideal time to sit down and review his entire online processes. “I like to think of it as a spring cleanup. It’s not about making wholesale changes. Rather it’s taking the time to look at the financial health of the business, inventory management, marketing, customers and third-party services.”

Much of the exercise is going through his inventory to see what’s selling and liquidating what’s not moving to make room for something new. Another is taking stock of existing customers and building new relationships. “People are in a more positive frame of mind in the spring and aren’t stuck in the winter doldrums.”

Websites are often overlooked when businesses sit down to review their plans. But making sure everything is up to date, relevant, running smoothly and securely, and makes life easier for customers, is critical.

Here’s what to consider when reviewing your online presence: Online strategy Determine if you’re meeting your objectives and on track to meeting your goals. Comparative analysis Determine if you are reaching the right audiences through the right channels. Mobile strategy Is your website properly optimized for mobile? Can it be improved? Inventory Make sure it is up to date and priced correctly. Determine what isn’t moving and look at liquidation options. New market opportunities “Technology has levelled the playing field for businesses of any size to reach markets across the world, and given the low Canadian dollar, business who aren’t exporting are missing out,” said Andrea Stairs, managing director of eBay Canada. Technology Bring someone in to conduct a review to ensure your security is solid and your payment processes are up to date. Supplier contracts Look at suppliers service contracts (e.g. Internet, hosting, etc.) to ensure you are getting the maximum return for your investment. The site Conduct a customer survey to find where things can be improved.