How to Grow Your eCommerce Site
Since the onset of the pandemic more than 2 years ago, businesses have been struggling to stay afloat whilst new ones emerged. Sectors like the Food and Beverage and Retail industries have been hit hard and continue to take a sharp decline in sales, all while being forced to change strategies. Due to the heightened restrictions where mobility and gatherings have been minimised, businesses have chosen to take to eCommerce to plug the gaps and offer alternative solutions in their businesses.
Let us explore some different ways we can enhance your eCommerce site.
1. Customer service should never be an afterthought. It is key to ensure that the people using your service or buying your product have their needs promptly met. You should be reachable if customers encounter a challenge or need a question answered. This will most likely result in a sales conversion if consumers feel well taken care of.
One way to do this is to create a chatbot. Chatbots can be tailored to your specific requirements or some general chatbots come free with certain paid software.
If you have multiple sales platforms, try using a help desk to consolidate all your needs into one dashboard.
2. Blog posts and newsletters are a long-term approach to being visible online. The more you increase your visibility, the more customers you will attract. However, this approach will need consistency and quality. If you are able to post engaging, educational, and helpful content weekly, this will drive your organic SEO massively. You can include e-guides, checklists, tips, and how-to’s targeting a specific audience while letting them know you are a leader in your field thus building trust and confidence in your brand and business.
Sending monthly newsletters chockful of informative content also allows people to keep you in the back of their minds. By repeating the process, you gradually move to the forefront and eventually, they will tend to seek you out as a subject matter expert if the need to buy your product arises.
3. Social media such as Facebook, Instagram, Twitter, and LinkedIn are great platforms to expand your reach. Similar to blog posts and newsletters, frequency is the key but with social media, you can up your posts to daily! Try to mix things up with an array of posts consisting of sales and product promotions but don’t forget to include educational and informative posts as well so you don’t turn customers off.
4. Google Shopping Ads are now free which is why this is a splendid way to grow your eCommerce business. It is created using product information submitted to a merchant data feed. You then need to turn your products into Google Shopping Ads by creating a product feed and this requires a Google Merchant Centre and Google Ads account. The process is relatively easy to follow especially if you are a Shopify, Magento, BigCommerce, or WooCommerce user mainly because they offer an app to help with your product feed.
It works as a type of comparison search engine and includes the price, image, and your business name. If the product meets the description of a person’s search result, it immediately pops up and you only ever have to pay if the person clicks on your ad. It also serves as a visual aid which is a huge advantage!
5. Omni-channel marketing essentially means marketing through all channels. How this works is that you will need to first do some research to build your customer’s touch points and create an omni-channel strategy mainly to understand your customer’s behaviour.
For example, instead of repeating the buying process if a customer forgets to check out their cart on their laptop, omni-channel marketing helps ensure that they can complete the sale without the hassle of multiple attempts at redoing the same steps from any of their devices.
6. Email marketing is a straightforward method to increase your clientele. The more you grow your list, the better your chances are at bringing in more business. You can include a sign-up form on your eCommerce website for people to subscribe to special offers, discounts, or gifts. You can also create a customer loyalty program that offers current customers discounts during their birthday month or seasonally. This helps to build a strong customer base and cult following, keen to pounce on the various discounts or news and information your business has to offer.
7. Expanding overseas is one of the biggest perks of having an eCommerce website. The reach you might have internationally or even across borders is far more vast than if you tried to build your business without. Anyone with a viable internet source could potentially be your customer and your business could grow tenfold.
This is why it is important to have certain factors in place, for example, the acceptance of payment in the country’s local currency and translation plug-ins and add-ons suitable for certain countries.
8. Personalising Customer Experience is what more and more customers seek out these days. They want a journey that is solely customised for them, from browsing, email, social media activity, and paid ads. The whole idea is to present products to customers that are relevant to them. This will ensure a high conversion to sales rate because it is most probably what they are looking for and as such, have a higher propensity to purchase.
This can happen through content personalisation on your eCommerce website which allows visitors to see a page tailored specifically for them such as recommendations or favourites. However, in order for this to be effective, large amounts of data such as previous interactions, location, gender, age, time of visit, and interests need to be taken into consideration. It is through this artificial intelligence that a roadmap to your customer experience can be curated.
9. Mobile Commerce allows your website to be mobile-ready. As more and more consumers start purchasing on the go, your website must be fully optimised and responsive to ensure a smooth transition via mobile. Customers will not condone laggy interfaces nor slow shopping experiences.
Be sure to test out the design and usability of your mobile store to ensure optimal mobile sales.
Customers these days are always looking for the next best experience and retail therapy just might be it. If we are able to infuse the personalisation of a customer’s journey together with the savviest technology, we might just have a winner marketing to a customer base that everyone should be envious of.