Best Practices for Ecommerce Digital Marketing

Maximizing the return on investment from ecommerce digital marketing is a must for those who want to have success with their online store. But what are some of the best ways to make sure that happens?

For businesses getting ready to launch ecommerce digital marketing efforts - or for those who want to improve current efforts – it’s a smart move to keep the following best practices in mind. A steady strategy and sound leadership will lead to impressive results.

Here are four of those core areas.

Address Customer 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. Traditional, brick-and-mortar stores make checkout as easy as possible. That’s a good example to follow online.

Value Proposition

You need to have one. Checkout pages, for example, offer a wonderful opportunity to promote free shipping or any deals you might currently offer (buy one, get one free, for example). This is another area where you can set yourself apart from the competition.

What other value propositions can help you stand out in ecommerce digital marketing? How about:

  • Offering a Deal of the Day (or week)
  • Offering customers exclusive content for joining the email program
  • Recommending items based on customer’s browsing history or what’s in their shopping cart
  • Offering loyalty and reward programs

Create Strong Content

Content on the internet is like traffic on the freeway in a major city during rush hour - clogged and filled 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.

Good website content creation on an ecommerce site can easily stand out. Keep in mind that your content should be:

  • Original
  • Relevant to readers’ interests
  • Clear, concise and clean
  • A method for offering your brand’s story

It’s nearly impossible in a competitive market to create something 100% new with content. There are only so many ways you can write about the uses of a hammer (or whatever your product may be). The key is to have content that is completely unique to your site because it tells your brand’s story and how it relates to the product.

Test, Test, Test

Testing the impact of changes to the design and content of a website is key. 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 one item at a time to truly see how they impact performance.

2019 and Beyond

When it comes to retail trends predictions, this G2 Crowd 2019 Retail Trends article analyzes the growth and impact of e-commerce in 2019. It features expert predictions and researched facts such as:

  • 51% of Americans prefer to shop online and 67% of Millennials prefer to do their shopping online
  • Over the next two years, the margins between e-commerce sales and in-store sales will increase by at least 5%
  • 20% of brick-and-mortar retailers will begin implementing omnichannel strategies

Putting the above four best practices into play, along with the 2019 predictions from G2 Crowd, can help you stand out and gain more online customers.

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