Online sales have skyrocketed in recent years, as more people than ever are leveraging the convenience of making purchases from the comfort of their homes using smartphones and computers. If you’ve built online sales into your business model, it’s critical to take the steps necessary to maximize your ecommerce revenue. To do this, you need a strong ecommerce marketing strategy.
Simply building an ecommerce website isn’t enough to drive sales. You also need to attract new customers to your website and entice existing customers to make repeat purchases. A well-rounded ecommerce marketing strategy containing a mix of foundational practices and the latest, most innovative tactics will help you boost online sales and maximize this valuable revenue stream for your business. The following guide will help you understand the most essential ecommerce marketing tactics to include in your overall marketing strategy.
Invest in SEO
In order to increase online sales, you must ensure potential customers are able to find your website. There are a variety of ways to drive traffic to your ecommerce website, but one of the most critical is to invest in SEO. An effective SEO strategy will help boost your rankings for relevant keyword searches associated with the products you sell. This will increase the likelihood that people searching for your specific products will see your website appear at the top of their search listings. When you are one of the first listings people see, they’re significantly more likely to visit your website.
You can improve your website’s SEO by:
- Conducting keyword research and using the keywords with the highest search traffic in your URLs, product descriptions and blog posts
- Building backlinks from websites with a high domain authority
- Optimizing your website structure to deliver a great user experience
- Building a mobile friendly website using responsive design best practices to ensure your website provides a great experience on all device types
Optimize Product Pages for Conversions
If you want to drive more sales, it’s critical to optimize your product pages for conversions. Pages that build trust, help your audience understand your unique selling proposition, are well organized and easy to read will make the buying decision easier for people visiting your website.
The following tips will help you optimize your product pages for conversions:
- Segment your products so that similar products are grouped together on the same page and you don’t put too many products on any one page
- Strike the right balance between text and visual elements
- Use high-resolution images with zoom-in features to make it easy for customers to view your products
- Write compelling product descriptions that focus on benefits rather than features
- Display customer reviews to provide social proof
- Include urgency elements such as countdown timers or “limited stock” messages to compel visitors to act now
Leverage Upselling and Cross-Selling Tactics to Increase Orders
In many instances, upselling or cross-selling to a customer making a purchase is easier and a more effective way to drive sales than trying to attract a completely new customer. Once you have a visitor ready to purchase, you can often increase the value of the sale by suggesting related products or upgrades.
Some effective upselling and cross-selling techniques include:
- Recommending complementary items on your product and cart pages
- Informing buyers of premium product upgrades that may be available
- Emphasizing the benefits of these upgrades in your product messaging
- Offering product bundles that increase savings with additional purchases
- Creating discount incentives for higher-value purchases
Reduce Abandoned Carts
People abandon their online shopping carts without making a purchase over 70% of the time. That’s a lot of near-purchases that never make it across the finish line. One effective way to boost your online sales is to take steps to reduce abandoned carts. It’s much easier to get someone who almost made a purchase to finish the process than it is to attract a new buyer who has never engaged with your business before.
Email marketing can be an effective way to reduce your abandoned carts. You can send an automated email to these people encouraging them to return to your website to complete their purchase. To make this tactic effective, make sure you stress the benefits people will experience when they complete the purchase of your product. You can make it more enticing to complete the purchase by offering people a small discount if they return and buy the items in their cart.
Personalize the Buyer Experience
Consumers are savvier and more demanding than ever. It’s simply not sufficient to build an enticing ecommerce website. You also need to cater to the unique needs of each shopper to provide the best possible user experience. Creating a more personalized shopping experience will help you improve user engagement, increase conversions and build better customer loyalty.
AI technology has made it easy for businesses of all sizes to personalize their ecommerce buyer experience. You can use AI to:
- Show product recommendations that complement a user’s browsing activity or prior purchases
- Provide chatbots that offer real-time guidance and make the buying process easier
- Send dynamic emails providing personalized offers that align with each user’s browsing and purchasing behavior
Run Limited-Time Offers and Flash Sales
Creating a sense of urgency is one of the most effective ways to generate sales and improve conversion rates. People love a good deal and if they know the time to strike is now, they’re more likely to make a purchase they’ve been undecided on. You can create urgency by running special offers and flash sales:
- Create short “weekend sale” offers that will expire in a few days
- Offer free shipping for a limited time
- Add countdown timers to your website to generate excitement of upcoming limited-time sales
Build Trust and Highlight Social Proof with User-Generated Content
Social proof is a critical way to build trust among potential buyers. With over 99% of Americans consulting online reviews prior to making a purchase and 93% of these individuals saying reviews influence their purchasing decision, generating quality reviews and other user-generated content demonstrating satisfaction with your products is a critical tactic that can significantly boost your online sales.
While the content you create plays an integral role in your ecommerce marketing strategy, it’s also important to balance this with user-generated content that provides social proof to potential buyers. User-generated content refers to reviews, testimonials and photos shared by individuals who have purchased your products in the past. This content builds credibility for your brand among your audience.
You can boost your user-generated content by making it easy for your customers to leave reviews and share their experiences with your products. Create an email campaign that follows up with customers after a recent purchase and asks them to leave a review. You can also create social media campaigns that encourage customers to share videos and photos where they’re using your products. You can entice customers to take these actions by offering them loyalty points are discounts for leaving a review or sharing content on social media.
Once you have this user-generated content, make sure it’s prominently displayed on your product pages:
- Highlight customer testimonials
- Display customer ratings and written reviews
- Share customer photos and videos
This social proof increases buyer confidence and can help an undecided shopper feel more comfortable making a purchase.
Leverage Retargeting Strategies
Very few people make a purchase the first time they visit your website. In most instances, these visitors are still in the research phase of the process. However, individuals who have already visited your website and expressed interest in your product are more likely to make a purchase if they return to your online store later. Retargeting is an effective strategy that helps re-engage these leads so that they can become paying customers.
Retargeting involves delivering ads to previous visitors of your website in an attempt to encourage them to return and make a purchase. To maximize the effectiveness of retargeting:
- Show visitors ads about viewed or saved products
- Create customized ads for previous visitors that are delivered across all platforms you advertise on
- Offer special discounts in your ads to further entice previous visitors to return and make a purchase
Optimize Your Email Marketing Campaigns to Drive Sales
Email marketing remains one of the most effective strategies to drive traffic to your online store and increase your sales volume. The ROI of email marketing is very high, with ecommerce businesses generating $42 for every $1 they spend on email marketing.
To get the most of your email marketing efforts, it’s important to adhere to best practices. Make sure you segment your email lists so that you can send targeted messages that will most effectively resonate with each audience segment. Most email marketing platforms offer robust segmenting options, allowing you to segment your list based on a variety of factors, including customer demographics, behaviors and preferences.
In addition, make sure your emails have compelling subject lines to increase open rates. Once your audience opens your emails, they should be greeted with highly engaging content, strong visuals and clear calls to action (CTAs). Your emails should also load properly on all devices to ensure a seamless user experience.
You can generate a variety of email marketing campaigns to boost your online sales. Some of the most effective include:
- Welcome emails after an initial purchase to strengthen your brand, build customer loyalty and encourage repeat purchases
- Regular newsletters providing product tips and relaying important company updates
- Emails announcing upcoming sales, providing exclusive promo codes or other discounts that can drive repeat sales
- Abandoned cart emails to re-engage visitors who left your website in the middle of the purchase process
- Emails soliciting feedback on the user experience of your ecommerce website
- Post-purchase follow-up emails asking customers to leave a review or offering upsell messages
Optimize Your Mobile Experience
An exceptional mobile experience is essential if you want to maximize your online sales. Mobile devices drive 78% of all ecommerce traffic and are responsible for 66% of online purchases. If your website isn’t catering to the needs of mobile users, you run the risk of losing a lot of online sales.
To optimize your ecommerce website’s mobile experience, make sure to build it using responsive design. This will ensure it loads properly on all devices. Some other ways to optimize your website’s mobile experience include:
- Increasing the size of your “Add to Cart” button on mobile devices so that users don’t have to zoom in to select an item
- Presenting your images in a quick-loading format so users can easily see and enlarge your product photos
- Simplifying the checkout process to facilitate an easier purchasing experience
- Creating mobile apps to facilitate online purchases (mobile apps account for 70% of online purchases and convert shoppers three times better than mobile websites)
Webolutions Can Help You Maximize Your Ecommerce ROI
Developing an effective ecommerce marketing strategy that leverages the latest industry best practices can be a complex task. It’s often helpful to work with an experienced digital marketing agency that can ensure you maximize the ROI of your efforts. At Webolutions, we have you covered.
We’ve been Denver’s leading digital marketing agency since 1994, and we’ve witnessed ecommerce develop from its infancy into the powerful revenue-driving tool it is today. Our team has helped hundreds of clients build ecommerce websites and develop effective strategies that maximize their online sales revenue. Our unique Websites Right Methodology™ provides you with a fully integrated, strategic approach to website design and development that ensures your ecommerce website will outperform the marketplace. This exclusive methodology has been developed over 30 years and incorporates the experience, knowledge and lessons we’ve learned from building thousands of websites.
Our team will also manage every aspect of your ecommerce marketing strategy to ensure you maximize your ROI. We’ll work closely with your team to understand your goals for your ecommerce marketing. This will allow us to develop a customized strategy that leverages the right platforms and tactics to increase audience awareness of your brand, drive traffic to your website, convert shoppers into customers, and build brand loyalty that helps generate repeat sales.
Our data-driven approach allows us to make adjustments to your plan over time that will continuously improve your results. You’ll receive real-time performance intelligence dashboards that provide up-to-date ecommerce marketing data in a format that is easy to visualize. This data makes it easy to identify emerging trends, evaluate the performance of each element of your campaign, and make the adjustments necessary to optimize your online sales.
Contact us today to schedule a free consultation. Webolutions serves clients nationwide from our offices in Denver, Colorado.
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