E-commerce problems? Solve it all with the MASP tool.
MASP stands for Problem Analysis and Solution Method – the Brazilian version of QC-Story – a tool developed by the Japanese Union of Scientists and Engineers (JUSE). Its purpose is to improve work processes. Therefore, it can be adapted to optimize specific problems in e-commerce.
E-commerce Problems: They Happen Every Day
Problems in e-commerce occur every day. However, we cannot stand still in front of them. That is, we need to eliminate them. The MASP tool can be very helpful in this process.
Note, for example, some things you can do when using MASP in your online store and in your company as a whole:
• Investigate apparent and non-apparent problems in depth;
• Produce and execute an action plan to correct such problems;
• Standardize the right way of working so that everyone can do it right.
As can be seen, with MASP it is possible not only to solve problems, but also to create working methods capable of preventing the same problems from recurring.
Using MASP tool to fix e-commerce issues
How to fix e-commerce problems using MASP? We'll see an example right now.
Okay, let's say your online store has been found to have a 90% Shopping Cart Abandonment Rate (CAR) in its sixth month of operation. Now, let's suppose you want to know why this happened and fix the problem. Let's see how to do this using the 8 steps of the MASP (Method for Analysis and Solution of Problems):
1. Identify the problem:
The administration sector of its e-commerce noticed that the TAC, which was 40%, became 90% in the sixth month of the virtual store's existence. So, in this first step, you will pull up the month-to-month performance graphs and compare them. In addition, it will check the losses resulting from this increase.
2. Observe:
This phase serves to find out where, when, how, how often, with whom, what the symptoms are and why the problem occurs. Graphs are used and a timeline is created with a budget for the resolution. For example purposes, suppose the TAC increase is found to have started after a Children's Day promotion.
3. Analyze:
The causes of the problem are listed through a brainstorming session, focus group , or other method. Let's say you discover that the employee who created the Children's Day promotion renamed the "Pay" button to "Register Card," which confused consumers and increased the TAC (Total Acquisition Cost).
4. Plan actions:
Here actions are created to correct the problem. It is time to plan the tasks that will be carried out and choose who will carry them out. Use the schedule created in step 2 to define the due dates for activities. In the case of the virtual store under analysis, it is a good time to plan new purchase buttons.
5. Perform actions:
Put into practice the actions proposed in the previous step. In the case of the virtual store example with TAC increase, recreate the purchase buttons as indicated. Make several versions so that they can be tested in the next step.
6. Check results:
In the e-commerce sector, there are several methods for verifying results, among which is A/B testing . This should be used to check which buttons created in step 5 perform best. It is also compared to the performance of previous months. If the results are poor, return to step 2; however, if they are good, proceed to step 7.
7. Standardize results:
Good results should be documented, as well as the process leading up to them. “Operational Procedures” are created, documents that standardize how promotions must be carried out and how purchase buttons must be inserted in the store so that other employees of your e-commerce do not repeat mistakes in the future.
8. Finish:
In this phase you will recap and document all the previous seven steps and check the positives and negatives of the process. This will help you improve your problem-solving methodology. In addition, you must check the outstanding issues and resolve them.
MASP must be applied daily to solve various problems, such as those involving inefficiency of delivery and logistics systems, drops in sales via the marketplace, delay in serving dissatisfied customers, complaints of slowness at peak times in the virtual store and others. your e-commerce issues, the list is practically endless.
