eCommerce

The percentage of eCommerce transactions that contribute to total retail sales has been on a steady incline for more than a few years now. A healthy market is always good news but it can also mean there is stiff competition in a particular market. This can cause it to become more difficult and expensive to attract customers to your business.

The tools available to ensure a successful digital marketing campaign are plentiful. The following six tips are an excellent place to start for business owners who need to drive more sales to an eCommerce website.

Google Shopping Ads

A Google Shopping campaign will allow you to prominently display your product advertisements atop search results precisely as prospective customers are searching for the products you sell. The ads you create should include images of your products, pricing information, customer reviews, and a button that allows customers to add their product selection to a virtual shopping cart.

The first step in the process is to upload a data sheet for your products to the Google Merchant Center. Next, your Google Merchant account and Google Ads account should be connected. Once this is completed, Google will automatically deliver your product ads to customers who use its search engine.

Remarketing

According to a report from Google Shopping, the average conversion rate for a Google Shopping advertisement is two percent. And while these numbers may be a bit disappointing to some business owners, it only means you have a bit more work to do before realizing the sales goals you have for your business.

When your advertising does not result in an immediate sale, customer interaction still took place. This makes it possible for you to remarket your information to prospective customers to increase eCommerce growth. Remarketing allows you to stay relevant in the minds of customers who are on the fence regarding the purchase of your products.

One specific eCommerce marketing method that successfully makes use of the remarketing technique is to target prospective buyers who interacted with your ad on Google with a second ad the next time they sign-in to Facebook.

Likes to Sales Conversions Through Instagram

Conventional wisdom among marketers has for years suggested that the main function of social marketing is to build social awareness while search marketing should be used to drive sales. Though both methods will accomplish the stated goals, absolute distinctions that were once made between the two eCommerce marketing strategies are quickly becoming obsolete.

A major reason for this change of outlook is the shopping that is now done on Instagram.

You will need to set up an Instagram business profile and upload your catalog of products to their parent company, Facebook. These steps will allow you to tag your products in the posts you make to your organic feed.

Users who find your product on Facebook will not be directed to a home or random page on your site where they will then have to navigate the site to locate the desired product. Instead, your prospective customer will be carried from Instagram directly to the page on your eCommerce site where the product in which they are interested is located.

This method of social shopping eliminates friction and allows for an effortless shopping experience.

Use Customer Reviews to Build Trust

It is one thing to use SEO and eCommerce marketing techniques to drive traffic to your website. It is another thing altogether to turn this traffic into sales conversions that will fuel the eCommerce growth of your company.

Savvy customers are cautious when it comes to parting with their hard-earned money. One thing that can prove persuasive when there is any type of buyer resistance is a thumbs up from a customer who has already spent their money on a product.

A rating and review section on each of your product pages is an eCommerce marketing technique that has proven its effectiveness over time.

Cross Sell With Pop-Ups

Pop-ups are another of the eCommerce marketing strategies that have stood the test of time. A pop-up is an additional window that will suddenly appear on the screen of a computer user to show an advertisement. Pop-ups are great to use when you want to offer a customer that is already shopping at your eCommerce website with a discount that can be used to offset the cost of additional purchases.

Gain Customers Through Referrals

A good referral program will provide customers with incentives to refer the people they know to your business offerings. The theory is that prospective customers will place trust in the recommendations they receive from friends and family members. This digital marketing tactic is not too different from gathering customer reviews. The major difference is that customer referral is made directly to an individual while customer reviews are posted online for all website visitors to see.

The Takeaway

Success in today’s highly competitive online business world will not be possible without a well thought out SEO and eCommerce marketing plan. The six strategies above should be enough for you to begin drawing customers to your eCommerce site. Great products and a consistent marketing effort will keep them coming back for more, again and again.

Seeking Alpha just came up with a fabulous article covering the explosive growth of eCommerce. 

E-commerce has become the primary way that consumers are now shopping due on the ongoing pandemic. About 16% of retail sales in the second quarter happened via online eCommerce. That’s an 44.5% increase from the Second Quarter of 2019.

The next wave of eCommerce growth will happen in groceries, health services and products, and vehicle/auto sales.

In the long term, newer technologies like virtual reality (VR) and agmented reality (AR) will will further narrow the gap
with traditional brick-and-mortar shopping.

More consumers are now confortable buying clothes online. From 2005 to 2020, the penetration rate has grown from 5% to 25%. People are becoming more comfortable buying shoes, clothing, and cosmetics via eCommerce.

Millennials and Gen X-ers now prefer to buy online vs via traditional brick and mortar. Now, these generations have a 49K to 65K annual income with and represent America’s largest generation.

Because of the pandemic, older generations have realized how easy it is to buy online and are doing so.

Using the Right Digital Marketing Strategy

If you want your ecommerce store to grow, then you must have an ecommerce digital marketing approach that truly makes sense. Traffic must flow to your site, be engaged to want to spend money on your site and ultimately leads must be converted into sales. If these key elements are working like they should, your ecommerce store should be booming with product and service-related sales. The following are some ecommerce marketing tips to help ensure that your approach is on target to boost sales and improve your brand.

Nailing Down Goals and Objectives

When it comes to executing an ecommerce digital marketing strategy, it is essential that you have all your goals and objectives nailed down to a science. The key metrics that you want to achieve must be spelled out in explicit terms, such as the objective of making a 15% increase in overall sales volume for the next quarter. It is only when you are absolutely certain what it is that you want to achieve that you can begin to build a roadmap to achieving that goal or objective. The more detailed and explicit you get when stating goals and objectives, the more focused your approach to reaching them will be.

Using The Best Ecommerce Digital Marketing Strategies to Grow Your Business

Leveraging SEO for Better Results

It does not matter how many websites and subpages your websites have, the key to having a website is to attract as much online traffic as can be had to as many active main and subpages as you have made active. It is counterproductive to go through all the trouble to make pages active that do not perform well, and staying current with SEO best practices is precisely how to achieve optimal traffic to all your pages, not just a few. Try to understand that every hit to any page is a potential sale. So, your SEO strategy should be seeking to optimize the right keywords to attract as many visitors to the pages you have functioning to increase the odds of your converting leads to sales.

Content Is King Is the Law

Nothing is more important than high quality content on every page you manage for your ecommerce store. If you are not yet aware, the major search engines are judging your sites on the quality of the content they contain. No matter how these search engines rework their algorithms, the one constant is always that high quality content is worth far more than low quality content. This means product pages must be rich with names, descriptions and details that are heavily SEO driven. Other content could involve a blog, newsletters, white papers and other additional tools that attract and educate users of your site in a meaningful way. Plus, you must be aware of how your site ranks as an authority site, not merely how it ranks in search engine rankings. Your content will determine how much authority your website exudes and that does matter as a factor in your ecommerce digital marketing efforts.

Online Reviews the Special Sauce That Converts Leads

It does zero good to attract millions of online visitors to your ecommerce store if you fail to convert leads to sales. Yet, one of the best kept secrets in the industry is that reviews are the bread and butter of ecommerce gurus who make consistent profits. Please understand that people trust what other people say when it comes to product reviews. It is as if someone saying that a product is great, is the same as giving the one reading that review permission to buy that product from you. So, if your ecommerce store is not hosting product reviews, then you are missing out on converting countless leads to bona fide sales in your ecommerce marketing strategy.

Email Marketing

While there are many areas of an ecommerce marketing strategy that can use extra attention, your email marketing strategy is one of the most powerful areas for turning leads into repeat sales. Think it through, the person who opts in to your email list is someone you have the ability to market to over-and-over again. You can offer these people discounts on existing products, ramp up interest in up and coming products and, get this, you can even share positive product review ads inside quality email content that drives sales even harder. When it comes to email marketing, this is how many ecommerce professionals take their business to the next profit level. This is also why many ecommerce businesses will offer incentives for anyone who opts into their email list too, because this is a sure-fire way to get repeat sales for years to come.

Using Email Marketing as a Digital Marketing Strategy to Grow Your eCommerce Store
Using Remarketing to Grow Your Ecommerce Business

Retargeting Customers

Nothing shows you care more than reaching out to a customer you have not heard much from in quite some time. Maybe they visited one of your website pages, or maybe they bought something from you six months ago. If you did your due diligence at collecting their contact information, grabbing an email or phone number, then it may be time to contact these individuals and let them know their business matters by offering them a great deal on some product. Or, better yet, let them know they were chosen to receive a free sample of some new product you are very excited about. In fact, you could rush it to them in the mail. If they do not mind, maybe they wouldn’t be opposed to writing a nice review for your site too? Nothing like fresh new reviews to spike interest in new products. The thing to walk away with is that some of the best ecommerce marketing strategies involve multiple elements that work in concert together.

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Retail Decline

At this point, Mid March 2020 is ancient history. Completely unexpected, coronavirus pandemic swept through the US economy by storm, causing shutdowns, closures, stay-at-home orders, and an overall decline in the demand of non-essential goods.

Things are continuing to look grim for retail.

Without a doubt, the public health crisis has impacted America’s purchasing behavior. At this point, we’re looking at a 10.% decline in total retail spend, with a 14.0% drop in brick-and-mortar.

 

eCommerce Growth

On the eCommerce side, things are looking a little more rosy. All of these shutdowns, stay at home orders, and limited retail has pushed digital to the forefront. Ecommerce is expected to grow 18% by this year, following a 14.9% gain in 2019.

The US Ecommerce 2020 Report

All of this data comes from the US Ecommerce 2020 Report. In this report, eMarketer explores the inpact of the public health crisis and explores new predictions.

Here’s some key points from the report:

  • A large result of eCommerce sales are driven by a surge of so called “click-and-collect;” when consumers make intimidate purchases with little human contact. US click-and-collect eCommerce sales are now expected to grow by $58.52 billion. This growth is up 60.4% from an initial forecast of 38.6% growth.
  • The 18% growth forecast for US ecommerce in 2020 is coming from both an increase in people buying things digital as well as an increase in the average spending per person. The pandemic is contining to have a huge impact on new buyers doing online shopping. We also saw a 12.2% growth in the 65+ age range.
  • In a post covid-19 economy, online shoppers are spending more money with trusted and reliable retailers. At this point, it looks like the top 10 ecommerce retail businesses will grow at 21.8%, above average. Amazon is poised to gain US ecommerce market share this year. Walmart’s ecommerce continues to accelerate, which will take it to #2 in online sales behind Amazon.
  • As the economy begins to reopen, the ecommerce sales will drop later this year. However,  certain behaviors like click-and-collect will continue down the road and create long-term ecommerce growth.

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Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.

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