E-Commerce marketing can be super complicated, there’s just so many different things that you can do. I’m going to share seven digital marketing tips to help you do exactly that. And by the way, these things work, whether you’re B2B, B2C. It doesn’t really matter what you sell to whom.
All of these things are based on making people do things on a website, which is exactly what you’re all about, right?
There’s actually only three different types of thing that you can do to increase eCommerce sales.
Firstly, you can increase your conversion rate. Example:
- Turning more of your website visitors into buyers.
- The second thing that you can do is to drive more traffic to your eCommerce store.
- The third thing that you can do is do both of them.
Long story short We’re going to focus on number 3. So that is doing both increasing your conversion rate and generating more traffic. And my 7 E-commerce Marketing tips are going to combine them both of these.
Free 7 E-commerce Marketing tips
The first step is to actually employ lead capture on your website. So you might be thinking, well, I want to sell products. Why do I want to collect people’s email addresses on my eCommerce site, isn’t that just going to distract them from what I actually want them to do?
Here’s the thing.
Not everyone is going to buy from your eCommerce site the first time they land on the page.
Even if you’ve got a really well optimised eCommerce site, you might be converting between 4% and 13% of your visitors into sales depending on how much repeat business you’re getting. But that means between 87 and 96% of your visitors are just coming onto your site and they’re leaving. They’re not converting. So adding a lead capture element can be great at taking a shot at those people next time. So here’s how it might work.
If a visitor get onto your eCommerce site, it says, sign up today and enjoy 10 or 20% off your first order, is a really strong incentive to let your customer make that first purchase, now, 10 or 20% of your first order, you might be thinking that’s equivalent to my profit margin, Why would I ever want to do that? Well, if you’re selling something that’s a repeat purchase, like for example, baking product, fashion, beauty, beverage products… which are obviously a repeat purchase, if you break even in your first order and the customer happy with the product, definitely they will be coming back, also by using a model like this can be a great way to build an email list, which you can then run offers to, it also allows you to send check out abandonment emails to people if you can cookie them as you’ve got their email address. Pro tip for the sake of E-commerce Marketing don’t call it Signup to our Newsletter, no one do that anymore instead give a value why you want the customer to signup in the first place, discount, free shipping, people like discounted product or free something…
The 2nd Step Install a benefit bar on your eCommerce site, think about why customer want to buy this particular product from your store not from your competitors, what are you offering other similar business not offering, Now, the great thing about benefits bar is it sits on every single page of your website, whatever page people come through then you can immediately establish them with these are the reasons why people choose to buy from us, which is a great thing to do, and a lot of businesses really struggle with this because they get people coming in through product category pages or product pages where there might not be too much introduction to the business. Well this benefits bar is a good chance to give them 3 or 4 benefits straight upfront, so they know great this is the place I’m going to buy this product from.
The 3rd Step Create a great product experience, Now shopping online is completely different from buying the product directly from the store actually the customer need more reassurance online because they can’t pick it up and can’t feel it. So how do you get over this? Well, let’s not go any further than looking at Amazon. Amazon is the master who taught the world how to buy through eCommerce. If we have a look at an Amazon product page, the first thing will notice is the nice clear headline information about the manufacturer, then get a product description, and plenty of good product pictures And on Amazon, a lot of the product descriptions are actually written by the seller or the manufacturer. If you’ve ever sold anything on Amazon you know that a long product description helps to make sales. People think who’s going to read all that copy? Buyers do. So have a look at most of the product descriptions on Amazon, they’re usually pretty lengthy, plenty of information about the product or item and telling you exactly what included, size, weight, images, a detailed description no exception. Also the very important factor is the rating because people buy based on other people experience and of course Amazon’s absolute gold mine, the user generated reviews, these are fantastic because not only do they include target keywords, because people write about the things that they’ve bought, but it’s user generated content is really useful for conversion and increases the amount of time that people spend on the page. So when you are thinking about your products page think about a detailed description of your product also encourage your customer who bought the product to leave a review it is a great way to establish trust for other shopper also to give a boost for your product on the search engine like google… and when it come to product pictures it is very important to show the product from different angel, for example, people are unlikely to buy a shirt if they can’t actually see it on someone because they don’t know what it’s going to look like and if you can show them people with different body types so they can find someone that is similar to them, if you notice a lot of the larger eCommerce fashion sites now actually show different models at different product sizes. So the customer can see what it looks like on someone who’s more likely to have a similar body shape.
The 4th Step Web shop traffic, Now you have two option to drive traffic to your web shop, Organic Traffic (Almost Free) Paid Traffic (very expensive) If you are just started and you don’t have massive budget to compete with the big players, i suggest to focus on organic traffic, organic traffic can be directed from google or social media through search or social media.
If you want your traffic to be directed to your site you need to focus on SEO (Search Engine Optimization) will tremendously will help your E-commerce Marketing
Start from the Product title, don’t just call it something that only you would know, call it something within the title that people are actually searching online, if you do some keyword research, figure out what people are searching for, and make that part of your product title, also include that in the description of the product, Write a good description, remember, this is your 24/7 salesperson.
Your product page never calls in sick, it works through the weekends and the holidays every time somebody visits your product page, they want your perfect sales pitch, so put some time into that also,
The 5th Step product photography, hugely important make sure that photography is really, really clean, smooth, and a nice design, and professional and also, if you can do a product video, this is massively valuable make sure you invest in doing some product videos to explain your products in more details.
The 6th Step Optimise your product feed via Google Merchant Center. Google Merchant Center is what you’re going to use to run Google Shopping ads, the product feed is hugely important, you’re going to want to make sure you have good information in there with regards to your product title, the description, the keywords, those sorts of things so that you’re showing up when people are searching on Google Shopping when you’re running your ads, you don’t want to be not in the game when somebody is looking for your product because your product feed is not very well optimized.
TIP: If you have some money it is good to invest some money running Google Shopping ads. Google Shopping is very, very popular, people go to Google they’ll search something like Yoga Pants, they’ll click the shopping tab, those are all ads. So if you want to be in that shopping tab, which we highly recommend, you’re going to want to make sure that you are
running Google Shopping ads, so invest in running product ads. Here’s a tip, optimize your product ads based on results. So if you have ecommerce tracking set up, you can see the revenue generated from each product, you can see your ROI, per product, on your product ads. And always you can turn off the products that aren’t doing well, and increase the budget on the products that are doing well.
The 7th Step Make sure to always have sales or discounted product on your web shop, Start with seasonal sales, you could set up an automated campaign for Christmas, Easter, midsummer back to school etc.. I mean don’t just wait for black Friday…
Also, move your stock, clear out old inventory if you have stock not moving you can create clearance every couple of month for the items not being sold another great tip is to create special page for your discounted or sales products, you will be surprise how many client first thing they do is go to outlet or discounted page before diving into your website.
If you are planning to tap into E-commerce Market, or your conversion rates needs improvement. You Have Come To The Right Place. Swekki Technology Leading mobile, web and E-commerce development. We push the boundaries of development.