Deliver On a Microsite eCommerce Strategy Using ECF G5

I came across an article by @bkwalker on my Twitter-feed about drugstore.com and their “microsite” eCommerce strategy.  They’ve recently launched a couple microsites (beauty.com for makeup and visiondirect.com for contact lenses) and are planning to launch more through 2010. It looks like drugstore.com is pursuing ways to drive traffic through SEO and organic search, since customers tend to look for specific products. More microsites means extra work on the search engine level, but companies reap the reward of increased traffic because of a wider Web presence.  What companies need to do is find the right platform that will make it easy to deploy and manage multiple microsites.

Companies can create as many microsites as they want with ECF using its built-in multi-site functionality.  While customers are spending less, more traffic using microsites will increase the chance of sales to make it up.  Using ECF as a platform will make that possible. In many cases, all you need to do is clone a site, change the catalog and images, and within minutes you’ll have a new site.

It looks like microsite strategies may become more prevalent as eCommerce grows and budgets tighten within the next couple years. That means ECF itself will play a bigger role in the hands of many large companies looking to expand their online presence with more and more sites.