As a new eCommerce site, it might be disappointing for you to see that your customer visits aren’t as high as you would like them to be. Paid advertising, as many eCommerce marketers have learned, cannot be depended on as the only way to let people know that you are open for business. There’s a lot of hard work that you will have to do at the back end, on your site and on your social media pages, that can translate to good returns in the long run. Here, we will outline some of the top eCommerce marketing strategies that major brands around the world have adopted. Try out these strategies and see your conversation rates pick up at last!
GET YOUR BASICS DOWN FIRST
Before you begin to go through the eCommerce marketing strategies below, you need to work on two things:
- Your sales cycle
- Your target buying persona
DEFINE YOUR SALES CYCLE
A sales cycle is the journey the customer goes through from the time they find out about a product to the time a sale is made. You need to define the sales cycle you typically follow so that you know what timelines to keep in mind while coming up with your digital marketing strategy.
CREATE YOUR TARGET BUYING PERSONA
A target buying persona is a profile of the ideal shopper. You need to step in the mind of your typical customer and define them. For instance, if you sell fashion products, think about the items you sell and who would typically buy them. Do you sell women’s bracelets and earrings that are low priced for college students? In this case, your target buying persona would be a female aged between 15 and 24, who is either a student or newly employed. What sites would this person frequent? What sort of products would they like to see? What sort of design will they find appealing? Coming up with a detailed persona will help you create a marketing plan that works wonders for your business.
MAKE YOUR ECOMMERCE PAGE ATTRACTIVE TO SHOPPERS
This might sound like the most basic step, but it is a proven fact that people have very short attention spans for websites. If a person does not find what they are looking for within the first 10 – 15 seconds of landing on the page, they will likely navigate away to a site that is friendlier on the eyes. If you’ve already got a page up, you might want to check to see if it conforms to these standards followed by other big brands:
- Consistency in fonts and brand colours throughout the site
- Easy to find categories and navigation
- Large images for products
- Accurate information for products and sizing
- Detailed FAQ section
Here’s an example from Asha Sweet Center, which is hosted on Shopnix. If you notice, you can see that there are large images that neatly lay out the different categories of sweets available for sale. There’s even an easy link to their mobile app for further marketing possibilities.