Having a sound eCommerce marketing strategy is a great way for your business to leverage the internet and drive growth for your business. But it’s more than just throwing a few product pages together using Shopify or WooCommerce. There are several strategies that you can employ to maximize your onsite conversions and catapult your revenue.
A few well thought out eCommerce marketing strategy can make a world of difference to your eCommerce website. Your strategy can include the following tactics and best practices.
- 1 Micro target your online audience
- 2 Make your eCommerce platform ‘sticky’
- 3 Provide product recommendations
- 4 Cart abandonment email retargeting campaign
- 5 Cross-selling and special offers to increase AOV
- 6 eCommerce marketing strategy – Personalization
- 7 eCommerce marketing – Subscription-based models
- 8 Offer free shipping on a conditional basis
- 9 eCommerce marketing – Social media and content
Micro target your online audience
Micro-targeting can help you quickly establish your place in the market. How do you do this? By designing product pages for an audience that shares a specific, common characteristic. Utilizing such micro-targeting will help you get a quick foothold into your specific market. You can penetrate these markets with special offers. Micro-targeting, when done well, is a great way to kick start your eCommerce marketing strategy.
Make your eCommerce platform ‘sticky’
Why does Amazon absolutely crush it as an eCommerce website? The answer is simple. It is because they encourage users to engage. Amazon allows users to rank and rate items, provide comments, and enter in on-site reviews for products. This is after you employ a successful eCommerce SEO (Search Engine Optimization) strategy, where you utilize keywords and meta descriptions. eCommerce SEO thus plays a vital role in attracting users to click through from the SERP to your site.
Provide product recommendations
Ensure that you provide options on your page to recommend similar products that users also bought. This helps provide social proof for these additional products. It also increases the likelihood of the user to keep adding more items to the cart. This is a key feature that helps drive conversions. A key facet of any eCommerce marketing strategy is having websites that encourage engagement.
Cart abandonment email retargeting campaign
This is a must-use eCommerce marketing strategy for your website. Buyers tend to drop off from check out pages for a myriad of reasons, many of which seldom have anything to do with your product. This is because the buying process today is rarely linear. Users are prone to distraction and browsing multiple tabs before making a choice. A sound e-mail retargeting strategy can therefore help re-engage users and drastically boost conversions.
Cross-selling and special offers to increase AOV
Want to know a great way to increase your AOV (Average Order Value)? Upselling and cross-selling. Include similar products that fit well and can be used along with the item that is currently in the cart. For example, on a product page for a contact lens, you can offer a contact lens solution to purchase as well. Increasing your Average Order Value is a healthy sign of a robust eCommerce marketing strategy.
eCommerce marketing strategy – Personalization
Does your website make your user feel as though you are helping them find what they want? If yes, then your eCommerce website is destined to rise above the pack. Chatbots can help enhance customer experience immensely. Users felt heard through such instant communication channels as they seek the perfect purchase. Personalize your emails and recommend products based on previous purchases. Personalization is a cornerstone of any eCommerce marketing strategy.
eCommerce marketing – Subscription-based models
The subscription-based model has emerged as a popular eCommerce business strategy. An increasing number of consumers are signing up for the monthly ‘box subscription’ model. The three main types of subscription categories are curated services (Birchbox), that provide personalized selections based on consumer preferences, replenishment services (Dollar Shave Club), that provide a constant stream to fulfill the need for recurring purchase, and access services, that give you exclusive access to discounts.
Offer free shipping on a conditional basis
Yes, you read that right. Free shipping is an effective incentive for users to complete a purchase online. But an even more effective strategy is to utilize a limited-edition free shipping incentive on specific products to help drive conversions for a particular stock. This remains a viable eCommerce marketing strategy in 2020. Incentives like these are popular options in a successful eCommerce business strategy.
eCommerce marketing – Social media and content
Interactive content available on social media channels can be key drivers for eCommerce engagement. This comes as no surprise, as it is a fantastic way for users to learn about your different products. A robust social media strategy will help you attract more relevant followers, which then translates to more on-site visitors and conversions. Provide quality content on your website to encourage conversions. Product videos, which help give users a look and feel for the product, are a terrific example.
These tactics form the core of any robust eCommerce marketing strategy in 2020. Optimal web design (UI/UX), eCommerce SEO, and personalization strategies will help your eCommerce business strategy flourish.