Even the most gorgeous, user-friendly e-commerce website needs a digital marketing strategy to attract customers. Effective digital marketing takes planning and resources. Certainly, you want the best return on investment possible.
Whether you’re launching your first e-commerce marketing strategy or need tips to improve results, follow these best practices used by our team.
1. Adjust E-commerce Marketing to the Post-COVID Retail Landscape
The COVID-19 pandemic left a lot of unanswered questions for retail, along with most other aspects of modern life. Nobody knows exactly what the long term effects will look like, but it’s almost certain that more shopping will take place online—permanently.
Even before the crisis, we knew that 51% of Americans, including 67% of Millennials, prefer to do their shopping online
A May 2020 survey of 1,000 people ages 18-65 revealed that, after the shut-downs end:
- Only 36% plan to shop primarily in-store for non-essential items
- 26% will shop primarily online for non-essential items
Add to that:
- 85% of Gen Z consumers use social media to learn about new products
- 77 percent of Millennials say they’re likely to make a purchase after seeing a product on social media
- Mobile sales are expected to exceed $3.5 trillion by 2021
When you look at these statistics, you can see that digital marketing will largely determine who succeeds in the coming months and years. Make sure to adjust your messaging and value offerings accordingly while following all of the above best practices. You can also get started on the right path by partnering with trustworthy subject matter experts in key areas such as user experience, SEO, content, social media, and digital advertising.
2. Prioritize Your Customers’ Experience
This is something that applies to all pages, but most importantly to the shopping cart experience. People abandon shopping carts for many reasons, especially when they see unexpected shipping fees, a lack of payment options, or have concerns about security.
Ensure that your checkout process runs as smoothly as possible. That means avoiding complex instructions in addition to the issues mentioned above. You can use heatmap or analytics tools to understand how visitors move through your site. Traditional brick-and-mortar stores make checkout as easy as possible. That’s a good example to follow online.
3. Offer Added Value to Influence Buying Decisions
This is an area where you can set yourself apart from the competition. Give the buyer something extra that will influence their purchase and keep them coming back, or even telling their friends about you.
Value-adds to try offering include:
- Free shipping
- A deal of the day or week
- Exclusive content for joining the email list
- Recommendations based on their browsing history or cart contents
- Loyalty, reward, or referral programs
It’s wise to choose an e-commerce platform, such as nopCommerce, that enables these kinds of features right out of the box.
4. Create High-Quality Content
Content on the internet is like traffic on the freeway in a major city during rush hour: clogged with bad drivers. Just like you can clearly see the truck that’s about to cut you off in traffic, consumers can instantly sense bad or irrelevant content written by non-experts.
Excellent content on an e-commerce site can easily stand out and boost organic rankings, whether it’s on product pages, blog posts, or FAQs. Keep in mind the fundamentals of great website content are also true for e-commerce. Your content should be:
- Original and unique to your products
- Relevant to your readers’ interests
- Clear, concise and clean of mistakes
- In a voice complementary to your brand’s story
- Backed up by supporting facts or expertise
It’s nearly impossible in a competitive market to create something 100% new with content. There are only so many ways you can describe the same product. The key is to make that content useful to your customers and unique to you because it tells your brand’s story and how it relates to the product.
5. Test Your Digital Marketing Performance
Test the impact of changes to the design and content of your website. This typically involves A/B testing page copy, calls-to-action, imagery, promotional text and placement of elements on a page. A tool such as Optimizely can help with this.
You want to ensure that testing is done wisely, and the data properly interpreted. In some cases, changes may take time to make a good return on investment. Just make sure to test factors individually to see how they affect performance.
Interested in learning more about our digital marketing and e-commerce solutions? Contact Bayshore Solutions to discuss your needs.