Businesses with effective eCommerce marketing strategies are proven to generate leads that convert into sales.
Website traffic pertains to the number of visits or “sessions” made by web users and is one of the metrics that measure the performance of a website – it is a vital component in determining aspects that need to be improved. Conversion, on the other hand, refers to the actions completed by visitors on your website, particularly with regard to signing up for newsletters, filling out a form, sharing web content to social media platforms, or making a purchase.
Traffic and conversion are of utmost importance to eCommerce businesses as these define the effectiveness of their marketing strategies, not to mention their products. High traffic and conversion rates indicate the effectiveness of one’s marketing strategies.
It is important to note, however, that not all eCommerce businesses are able to gain high traffic and conversion rates through eCommerce marketing; hence, here are some tips that are sure to increase both.
What is eCommerce marketing?
Ecommerce marketing speaks about the creation of promotional strategies that increase brand awareness and drive traffic to one’s online store which will eventually convert traffic into paying customers and build loyalty post-purchase.
Ecommerce marketers must utilize social media platforms, search engines, and email campaigns when advertising to attract a wide number of visitors who may be interested in making purchases online. Leveraging the different digital channels when advertising promotes familiarity of visitors towards the brand.
Marketing through different digital platforms involves strategies and tactics:
SEO – Optimizing content through search engines’ organic search results can drive top-of-funnel traffic.
Email Marketing – Sending promotions and discounts to existing and potential customers will increase their interest.
Market Affiliation – Using banner ads on popular websites will lead customers to one’s own website.
PPC – Paying well-known websites whenever one’s advertisement on that site is clicked is another means of buying website visits.
Display Advertising – Advertising that commercially and visually expresses a message through videos and animations encourages visitors to engage and click on the ads.
3 Ecommerce Marketing Tactics That Increase Traffic and Conversions
There are certain customers who are interested in the quality of a product and not necessarily about the price; thus, the upselling approach should always be a common practice. If a product that is chosen by a customer has a premium option, offering a better quality product is a clever way to increase sales. For instance, one’s eCommerce business may offer a plastic tumbler on its site; however, a better version of the tumbler that is made of stainless steel and has double-walled, vacuum-sealed insulation is available, the enhanced version should be offered.
However, it is important to take into account the original needs of the customer as they have opted for the more affordable product as they are on a budget. To avoid any customer conflict that may affect a successful upselling process, one’s customer service representatives should be highly trained.
2. Minimizing Cart Abandonment
Nearly ¾ of shoppers abandon their carts without purchasing due to the following reasons:
Trust issues – Having to provide credit card details online can discourage customers as they may be skeptical of the sudden growth of eCommerce fraud. In this case, uploading social proof such as celebrity endorsements, case studies, positive ratings, and customer testimonials is the solution.
Exorbitant shipping fee – Shipping fees can be overwhelming most especially when the fee is more expensive than an item’s price; thus, offering free shipping vouchers or a low set rate is necessary.
Complexity – Having a time consuming and confusing checkout process leads customers to abandon their cart; therefore, the efficient checkout process should be observed.
Browsing – Some visitors browse a website without any intention of buying, for they may just be looking around for low-cost items. These visitors can be converted to customers by short term promos and discounts.
Lack of payment options – Customers have their own preference in terms of paying for their purchases; hence, payment methods that are widely accepted are the recommended payment options. Offering payment plans can also convert customers.
Prices are too high – It is a common practice for potential customers to compare product pricing on different online stores. Some even use price comparison sites or apps; therefore, to entice customers to purchase one’s products, the prices should be appropriate.
Technical problems – Monitoring analytics and hiring Quality Analysts to check technical issues and other glitches of one’s website is essential to avoid any long load times and show-stopping bugs.
What are the two ways of cart recovery?
Abandoned Cart Emails – This type of email is a message sent to visitors who added products in their online shopping cart but did not make the final purchase. Cart reminder emails that are sent are usually automated although if it is not too time-consuming, personalized messages are a nice touch. Also, the email has to have a call-to-action, attractive graphics, suggested alternatives, and coupons.
Abandoned Cart Retargeting – Retargeting or remarketing does not require email addresses of users as it uses third party cookies. Website visitors’ activities such as behaviors and interests are tracked and collected; after which, profiles of visitors are created based on the collected data. These profiles will then be used to determine which relevant ads are to be targeted to those visitors when they revisit a page or browse online.
3. Sending Wishlist Reminder Emails
An eCommerce site should have a wishlist feature that allows users to curate items of their interest that they plan to buy at a later date. This comes in handy when those users finally make a buying decision as all they have to do is to check their saved items and add them to their cart. Additionally, adding share buttons to wishlists means that users can share it with their friends and family.
How to have successful sales through wishlist reminder emails?
Review wishlist data – Data from the wishlist must be analyzed in order to send the correct content to customers. Did the customer add items that are low cost or did they add those that are pricey yet quality items? Whatever the choice of the customer is, sending a personalized message will remind them of their wishlist items and any pricing adjustments.
Recommend similar items – The wishlist feature allows companies to discover particular products that interest visitors. Whenever there are new products released similar to the customers’ interest, the company can send an email updating those customers.
Offer bundle deals – Bundle deals will much likely persuade customers to revisit their wishlist items on one’s site to make the final purchase. For example, if a visitor added a phone to their cart, the business can send an email promoting a power bank as well as the phone and sell them both at a discount.
The Bottom Line
Between12M to 24 million eCommerce stores exist in the world; therefore, it is of utmost importance to adapt to the eCommerce trends in this ever-changing world. A lack of marketing strategies may lead one’s business from not being able to compete with established and booming online stores.