4 min. read
The eCommerce industry continues to grow faster despite global economic uncertainty, and it’s accounting for 14.1% of all retail sales worldwide. What’s more interesting is that these numbers will keep growing and reach 22% in 2023.
An eCommerce store is a great way to build substantial revenue. Now that it is hard for consumers to visit physical stores, every brand is investing in an online store, especially during COVID, creating a more sustainable income source.
The online world allows you to generate sales at a global level without considering the staff’s expenses or the space to have your inventory.
The problem is that although there are plenty of potential customers out there searching for products like yours, a lot of eCommerce businesses are not profitable enough.
If this is the case for your brand, you need to reconstruct your whole eCommerce marketing plan and find the weak parts of the process that ruin your conversions.
Customers are always looking for the best customer experience. Your products or services should reflect your brand and the values behind your whole culture as a company. The same principles apply with eCommerce businesses too.
When customers shop online, they can’t just pick up a product and have a closer look. Instead, they trust the images you provide and the description you have.
Curated images and descriptions that catch the customer’s attention and attract them to the item are the number one thing to consider. If you have low-quality photos and descriptions that focus solely on technicalities, there is a great chance that your potential buyer will not convert.
Focus on providing multiple angles of the product with quality visuals and have descriptions that call for action. Showcase the value of your products and how they can benefit from a purchase.
Hint: there are many online photos and video editors available that are free and can help you curate your images to highlight professionalism. Take that into consideration to excel in your game and get ahead of the competition.
Contact information may seem like a minor detail in your website’s layout, but the truth is that it is a huge red flag for consumers. We mentioned earlier that customer experience is a massive part of the process.
Customers want to know that they can reach you whenever they face a problem with their product or service. As an eCommerce business, if there isn't location information and phone number, it will be hard for your brand to establish trust with the consumers.
If you want to go the extra mile, include a live chat on your website in your eCommerce marketing strategy. Make sure you have a dedicated person or team answering all the questions your buyers may have to have a more personal relationship with your audience.
This can have a tremendous impact on the customers’ behavior and lead to a significant investment return.
Most people browse the internet for hours and hours. The problem is that when it comes to purchasing something, everyone wants to cut corners. A complicated checkout process may be the big no-no for a lot of potential buyers out there.
An eCommerce website with a multi-step checkout process is a frustrating experience. Create a sequence of steps that makes it easy for consumers to meet the thank you page.
Have an option for them to register to your site through existing accounts like Facebook or Google. You can have all their information at a later stage right after their purchase.
Focus on creating an eCommerce marketing plan that is simple rather than complex sequences that will deter your consumers from finishing the purchase.
Email is your best friend when it comes to improving your conversions. We talked earlier about creating a process that is simple and easy to use. In this process, however, we need to ensure that we have the potential customer’s email address.
Having the email can be tremendously helpful when customers leave products on the cart and never clicks to buy them. An email with a discount code or a call to action may do the trick.
Trust me; it works wonders!
Another great use of email marketing is the art of upselling. When a user is purchasing something from your website, it means that we have a hot lead.You might also consider using a lead scoring software to calculate the lead scores and sync them to your CRM.
Sending email drip campaigns proposing similar products that will complement what he already bought will increase our chances of second or third purchase.
Landing pages are like the front of your store. We need to make sure that they are optimized to convert when someone enters.
A simple design with a clear call to action is the ideal option in this kind of scenario. A landing page is a place to show your offer or a beautiful presentation that will capture the user's attention. Avoid presenting your brand.
Don't give them too much information that could distract them, don't use too many links - just the one will do -, and use social proof to boost your authority.
Responsive design is another factor to take into consideration when designing landing pages and order forms. Around 51% of online shoppers purchase via their smartphones. That means that a landing page that is not displaying correctly on a smartphone’s screen will not convert.
And I am sure you don’t want to miss purchases because of bad design. Having a responsive design will ensure that your potential customer sees your products correctly and has a pleasant experience on your website.
Related: Here is an excellent resource of the best practices regarding landing pages that can improve the conversions of your eCommerce business.
A website without targeted traffic will not generate any revenue.
Once you begin building your customer base, accumulate user-generated content, and testimonials to build social proof further and promote your store.
Create surveys and questionnaires to understand your audience better so that you can target them more efficiently.
All in all, do your audience research to make sure that your eCommerce marketing is targeting the right people.
The price of your products or services can be one factor that your eCommerce business store doesn’t convert. Having low prices, customers may think your products are of lower quality.
When the price is too high, they'll find somewhere else to shop. Do your market research, and some trial and error can help you find your product or service pricing tag.
eCommerce security is one of the most significant components in the eCommerce business. Customers provide eCommerce businesses with sensitive data, such as their payment information or their home address.
Giving up that information isn't easy, and a lack of trust could lead to your online store missing its sales targets. Here's how you can remedy that:
Show that you're ISO certified and PCI compliant. Both components ensure that independent organizations that test international security standards find your website safe for the customer's data.
Be GDPR and CCPA compliant. Those data protection laws make sure that your business won't take data breach lightly, which creates a sense of security to the customer.
Use strong passwords and a multi-step authentication process. It may be time-consuming, but your customers will love the fact that you're willing to go the extra mile for their safety.
Use HTTPS hosting. Computer-literate users know that HTTPS is more secure, as it requires an SSL certificate to verify its authenticity.
Sometimes, whether you're "Powered by McAffee" or "Accept PayPal" or have ISO certifications, security is breached. You can't lose your prospects' trust, and you can't just bypass eCommerce security. Training your customer service team to identify and tackle malicious intent and having a specific procedure in place is one of the most important things you can do.
An eCommerce business is a great way to build significant revenue for your brand. Most consumers, especially during this pandemic, are searching online to find what they need.
You must be there, offering your product or service as a solution to their problem.
Keep in mind, though, that eCommerce marketing can be difficult, and you need to have everything in place for your brand to be successful. It will take time and effort, but the sky is the limit if you do it correctly.
So what are you waiting for?
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