No matter the stage of your business, if you are starting or have already amassed a reliable customer base, building an e-Commerce platform is a matter of pride. However, this milestone achievement should not end at just launching the e-Commerce platform but should also include deploying the right eCommerce marketing strategy to boost your business.
First, let us understand what is e-Commerce marketing? e-Commerce marketing is the effort you undertake to promote your business and enhance your sales, to both existing customers and potential leads, via your e-Commerce platform. A good e-Commerce marketing strategy will increase traffic, convert traffic to purchases and retain customers post-purchase.
This strategy takes into account both offline and online modes of marketing. With a holistic e-Commerce marketing strategy, you create brand awareness, build a brand reputation, increase sales, and build a loyal customer base.
The first step is to create high-quality, compelling content that will resonate with your target audience. This will ensure that visitors get attracted to your platform and interact well, eventually purchasing from you. Being creative and original is a guaranteed success mantra. It would be best to cover everything from informative content such as about us, homepage, and services to sales content that focuses on the uniqueness of the various products and services you offer. Too much or too little content is bad for the business; it needs to be the optimal amount.
This is key to ensuring a good user experience. After designing your eCommerce site, you must test it. The platform should not overwhelm or underwhelm the user that lands on your page. Aspects like page-to-page connectivity, loading speed, transitions, system response time, striking visuals, and fast checkout are key for making a purchase. In addition, placing a call to action buttons and showing the user what they are looking for within three clicks at maximum need consideration.
Analytical tools enable you to gauge a customer’s behavior on your website and rectify the pain points. For example, understanding the user’s journey, which landing pages have the maximum drop out rate, where are most of the conversions taking place, heatmaps that determine the attractive parts of your website, and other such analyses will help in better decision making about the e-Commerce platform structure.
Once you have a new platform with the perfect layout and catalog of your products, the focus needs to present the relevant service to each customer. The site should not overwhelm visitors with irrelevant options that lead to cart abandonment. Instead, personalization strategies offer the customers what they want to see – sales, recommended products, dynamic offers, personalized emails, etc., that assist them with what they need. This is done via customer behavior observation, analysis of purchase patterns, and studying demographic-specific data.
When we purchase online, we are often given suggestions of products or services that complement the products we are browsing through. Suggesting the latest model with more features for an electronic product or offering a battery pack, mobile cover, or extra warranty is a few upselling examples. Getting one customer to spend more on a platform is more effective than acquiring a new customer. Make sure that your product suggestions are price sensitive and relevant.
Abandoned carts mean a loss of business. However, if a shopper has added something in their cart and has not checked out, a reminder email to them is a good way of refreshing their memory. Sending a message on the lines of ‘Dear XYZ, did you forget something’ or ‘Your *insert item name* is still waiting for you can be convincing enough for them to think of the product and revisit their cart.
‘Like our product, Instagram it!’. When people see users sharing pictures of themselves in your products, they are more likely to buy them instead of promoted or paid ads. In addition, if your customer appreciates your product, it builds trust among potential buyers. Thus, encourage your buyer to share their pictures or tweet their experience when using your products or services. As per Salesforce, 54% of consumers believe in peer recommendations and online reviews compared to 20% of the people who trust the brand alone.
In addition to the options mentioned above, your eCommerce marketing strategy should include Search Engine Optimization, Retargeting, Content Marketing, Email marketing, and search engine marketing. A good mix of these e-Commerce marketing strategies will boost your business through a high engagement and high-performing e-commerce platform.
While you focus on your core business, RepIndia’s eCommerce SEO services and other targeted eCommerce digital marketing efforts can help enhance your business volumes. In order to drive relevant traffic, it is crucial to stay up to date with the latest marketing trends, and we will help you do just that. Check out our services if you need a digital marketing agency or specifically an SEO company in India focused or global.