Launching an eCommerce website is an appealing idea for every aspiring entrepreneur. You’d be surprised to know that the thought is not unique, as experts estimate there are 12 to 24 million eCommerce websites across the globe. If you are onto the market, it is fair to say that you’ll need to brace yourself for a lot of competition. Yet, despite the apparent competitiveness of the eCommerce sector, the market isn’t crowded. Indeed, less than a million websites manage to sell more than $1,000/year, so there’s plenty of room for growth.
According to a study from OptinMonster, 93.5% of global internet users have purchases products online. They will choose based on blog recommendations, social media content, and dedicated digital marketing activities. With so many eCommerce websites to choose from, entrepreneurs can’t afford to wait until their site is finally “discovered” by users. Without digital marketing assistance, there can be no eCommerce success.
Use smart tailoring marketing strategies
The easiest and quickest way to increase sales at the smallest cost is to target existing customers or individuals who are already familiar with your website. That’s where strategies such as email marketing can turn up the dial on your eCommerce revenues. Indeed, you can use email campaigns to encourage customers to complete their transactions. Registered users can be targeted via abandoned car email campaigns, for instance. Ideally, the email content should feature all the relevant information about their basket or web search and include incentives to purchase. Focusing on the cart retrieval campaign can help close the deal.
Similarly, for users who are not yet registered on your website or who were not signed up as they abandoned the basket, an emailing campaign isn’t an option. However, you can use cookies to track visitors and set up your remarketing campaign. Indeed, as Neil Patel explains, only 2-4% of web visits result in transactions. Remarketing campaigns use display ads to reach their web visitors on different networks.
Make it easy to purchase
While there is more than one reason why users will leave their basket, failure to display the appropriate payment method is one of the most commonly seen online. Indeed, online visitors have already shown their favorite payment methods on eCommerce sites, namely credit or debit cards, digital and mobile wallets, and prepaid cards. Many visitors will think twice about making a purchase if they need to use different payment methods. Additionally, they also expect the website to be safe. Many check that the payment gateway available here shows all the signs of a secure transaction, such as an SSL certificate, encrypted data, and any bank access. The last thing they want as they prepare to pay is to discover that their credit card isn’t accepted on the website or that the transaction page is not encrypted.
Encourage advocate programs
Last but not least, people are easily influenced. We instantly feel positive about a brand when we read positive reviews written and shared by other customers. Therefore, it can be beneficial for eCommerce shops to encourage customers to share their experiences, both on the website and social media. Fashion brand H&M uses the HMxme hashtag to share customers’ photos and outfits.
To bring your eCommerce activities forward, we strongly recommend focusing your core campaigns on abandoned transactions from a remarketing, transaction safety, and social feedback perspective. Targeting in priority individuals who are already familiar with your brand but have not yet proceeded with a transaction can save you many costs on leads.
