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The problem is all too familiar with ecommerce brands. You make a great-looking, all singing, all dancing website packed with features, only to find that your sales haven’t increased and you’re struggling to bring in new visitors.
It can be hard for marketers and brands to pinpoint where they went wrong and why their beautiful, fully functioning sites are failing to create online traction.
Here are 7 areas where ecommerce brands need to invest in order to build a strong online brand that brings in great revenue.
As online stores offer a 24/7 shopping experience to customers, why should your customer service support only extend to conventional business hours? You could lose some customers with queries in the small hours, but with automated chatbots, you can remedy these hesitations automatically, whatever the time of day.
Chatbots can be programmed to offer any responses you wish and, more importantly, they learn over time what your customers’ needs are. This will provide you with a wealth of customer data you can analyze to make website improvements.
Not only do brands need a social media presence to get noticed, they also need a social media content strategy to ensure that they are attracting new visitors to their store every day.
Influencer marketing is a fantastic way to spread your brand message, and thanks to the fact that this type of marketing is relatively new, it is easy for smaller businesses to get involved, without being priced out by multinational competitors.
Studies have shown that Instagram brings in 25% more engagement than its rival social media platforms. And it’s easy to find the right influencers to target for your marketing strategies. Use a site like Websta to search popular products and hashtags and it will bring up a list of social media accounts with a significant amount of online ‘clout’ you can use to your brand’s advantage.
It is worth noting that the influencers you target don’t need to have hundreds of thousands of subscribers. Someone with around 20,000 followers within a specific niche, for instance, can prove just as useful. Look for accounts with similar product placement posts and email addresses visible, as this will indicate that they are open to offers. Get in touch with your pitch and offer them a free sample. In some cases, they may charge for sponsored posts, but as mentioned, you should be able to find a few affordable influencers to get you started.
Your site will also need a solid content marketing strategy, so if you haven’t already, set up a company blog and start creating a list of post ideas that answer your customer’s key question:
what’s in it for me? Posts that answer user queries and offer useful information for free are going to help brands stick in their readers’ minds and keep them coming back for more.
In terms of outreach, offering to guest post on popular blogs and industry news sites will help you generate more website views over time – especially if you create evergreen content ideas that remain relevant all year round.
Building a great ecommerce shop site requires more than a just keen eye for aesthetics. You need to also ensure that the site is well-designed from the bottom up, including how you categorize your store catalog.
Considering the user experience (UX) starts with dividing your audience segments into customer personas and anticipating how each of these demographics may vary in how they navigate your site.
Setting up reviews is essential for brands looking to make a ‘go’ of ecommerce because many customers now research online extensively before choosing to make a purchase. Have trust icons and review streams visible from your home and product pages, and do all you can to encourage users to leave reviews after making a purchase.
To facilitate this, set up auto-generated emails for customers who have bought something from you. You can ask them to then fill out a simple feedback survey or add a review. The more you have, the more trust you build with potential customers.
Customer insight analytics will help you track and analyze customer behaviors and make further improvements from there. Depending on the ecommerce host you opt for, you can access a wide range of analytics reporting plugins that can run alongside your online store dashboard. From analyzing these large data sets, you can make an online store that targets your customers’ needs and make adjustments whenever required to encourage more sales revenue.
Web stores that wish to make the most of customer lifetime value need to ensure that their site offers a registration portal that will store and protect customer card details, allowing them to make quick purchases with fewer clicks. Nothing will turn a customer off quicker than a site where you have to enter all address and card details every time you wish to buy something. This, and similar levels of ecommerce personalization, allows brands to present recommended products to their customers, based on browsing histories and other online and social media behaviors. So make sure your brand doesn’t miss out!
Ecommerce brands that stand out from the competition always put their customers’ needs first in whatever they do. Whether it’s in their influencer marketing strategies or in the layout of their site, examining your customers’ queries and hesitations to purchase will help you design an ecommerce site that fosters brand loyalty, as well as great sales figures.
Victoria Greene is a brand marketing consultant and freelance writer. She writes over at VictoriaEcommerce where she likes to share tips to entrepreneurs looking to make the most of their ecommerce brands.