One great thing about attending conferences is finding new tools and resources we can use and recommend to our clients. Recently, while the CLM team was exhibiting at the ACCM conference in New Orleans, I was introduced to a valuable resource site targeted to ecommerce, one that I’d like to pass it along to the CLM blog readership: FitBase.
If you’ve read many of my posts or heard me speak, you’ll know that I think ecommerce, in general, still has a long way to go. There are hundreds of competing platforms that all claim to solve the needs of online retailers, with more coming online nearly every week. And in my humble opinion, most of these platforms are losers. They’re hard to truly customize - no matter what they may say to the contrary - they’re difficult to manage, they don’t incorporate even basic conversion optimization or SEO guidelines. And that’s just the beginning of the problems.
Retailers may not know to look for certain game-changing features (such as single-page checkout), and often end up selecting a platform based on unreliable reviews or anecdotal information. Or they don’t know how important an informed management strategy is for the ongoing success of an ecommerce venture. Plenty of credible research papers, blog posts, and discussion boards are available to address these topics, but they’re scattered across the internet in a disorganized fashion.
This, then, is why I’m recommending FitBase. It’s the first significant effort I’ve seen to pull together reliable ecommerce reviews, research and comparison, and keep it all up to date. Some of the information is free to all, much of it is subscription-based but looks well worth it. It’s an education resource for ecommerce strategy, planning, marketing, and managing. In the words of FitBase’s parent company, FitForCommerce:
“FitBase is the most comprehensive knowledge base created for and by the eCommerce community. With access to thousands of best practices, feature evaluations, expert know-how and solution provider insights, online retailers have what they need to make informed decisions and stay competitive. FitBase content is specific, actionable and organized to help you get to the in-depth info you need - saving you time and effort.”
That about says it, except for the full disclosure that Closed Loop Marketing is one of the vendors listed in their “Providers” directory. Personally, I think it’s about time for a resource like this. The sooner retailers understand that ecommerce is difficult and that a platform won’t solve all their problems right off the shelf, the sooner I can stop grumbling about it. So, thank you, FitBase.
Seriously, though, if you’re serious about improving your chances at ecommerce success, check it out. You’ll be glad you did.
Could your e-commerce technology platform be costing you money? How can you make your e-commerce catalogs more effective? 
