The digital marketplace is more congested than before, with many other eCommerce brands competing for the same audience and market share as you are. How can you stand out and break through the sound so that people can find your online store and shop?
At Zytal, we believe it is important to remember that all customers are unique when designing any e-commerce marketing strategy. Specific segments of your audience also have multiple conversion paths, as there are many different opportunities for touchpoints and influencers during the sales journey. Understanding the many different ways your current customers are buying is currently their purchase method. It is essential to understand how to increase transaction volume and bottom line.
Using multiple marketing disciplines simultaneously can be more complicated than coming up with an integrated strategy that maximizes each channel. If you do not have an agreed plan with all agreed actions, you risk investing more resources than you need (and time is money, of course) and still not to maximize your ROI.
This article outlines 13 standard features of successful digital marketing in e-commerce, helping you develop an overreaching strategy that will give you the most benefit from your time and money. Whether you are looking for new ideas for a brand of household goods, pet supplies, or digital marketing tips in fashion, you can incorporate these features into your strategy to increase sales.
1) Align your marketing strategy with a well-defined strategy
Starting at the top with your ultimate goals, you need to make sure that each strategy and channel you use:
- Works well for your target characters, i.e., the channels they use and the messages that resonate with them
- Contribute to the achievement of your overall goals. If a particular activity does not have the result that motivates your customers to make a purchase, it has no place in your strategy.
2) Set up consistent tracking
This helps to distribute income across channels and specific functions properly. There are two ways of doing this. You can do this:
- The measurement
- Connecting viewers to channels and devices
- Your conversion funnel
The average basket value:
- Regular visitors who become customers
- Lifetime value
- Report on both first and last clicks and compare differences to help you more accurately measure sales from related channels.
3) Plan your activities in advance
You may want to leave a small room for potential reactive activity, but the vast majority of your marketing efforts should already include a calendar of content and activities. This can be based on:
- Historical sales data – may vary by season or other factors.
- An event calendar that suits your range and customers, whether it’s Valentine’s Day or Christmas presents, or more, such as school, summer season, or awareness day.
- industry trends
4) Ensure continuous messaging on all channels
If the different people in your marketing team are responsible for implementing different marketing elements, sending a coordinating message can be more difficult. Still, you can ensure that everyone maintains key messages and brand tone/voice to maintain consistency. Follow the same guidelines. The strategy may vary, but the basic idea will remain the same.
5) Use a cross-platform approach
People often do shopping research on one device and then shop on another. Make sure your marketing results consider this and track your returning users (and their devices) to see how common this type of behavior is for your audience.
6) Personalize your messages
Communication between people can be an essential factor in whether prospects complete sales on your site. An e-commerce brand that personally reaches out to its audience through its marketing efforts can help you.
7) Keep in mind that most people do not convert from their first visit.
Depending on what you are selling, you can buy a fair amount of impulse, but the fact is that a significant portion of your website’s visitors will not be at the point in the first-time buyer’s visit where they are going to shop. You can increase the number of returning visitors by:
- Remarketing to them
- Email Subscription Promotion
- Develop an abandoned car reminder and discount strategy
8) Use data wisely
Data is essential to ensure that your strategy is executed correctly. Be careful not to get stuck in the data rabbit hole that will waste your time on the least bang for your bucks, and instead focus on the areas that can make the most impact. They can include:
- Continuous CRO (using conversion path data, heatmaps, scroll depth data, and other tools to determine if pages require additional work)
- Design improvements
- UX turns
- Message exchange
- Activity time
9) increase your average carriage price
An increase in average order value can significantly affect your bottom line without increasing the number of transactions. Some tips you can use for this include:
- Cross-selling from related product pages
- Additional sales of similar but more premium products
- Mix many related products with a small discount
- Offer free or fast shipping for orders at a fixed price.
10) Use automated email actions to maximize profits
Automated emails sent in response to a specific action can be a great way to maximize sales and achieve some of your other marketing goals, such as protecting customers’ interests. This may include such a strategy:
- Missed Cart Reminder
- Special deals when someone subscribes to your email list
- Exclusive access to new lines or pre-sales when subscribing to email marketing
- Request a response after delivery
- Birthday Tips, Shopping Anniversary
- Additional products came with their original purchase, such as “This top will look great with your recently purchased jeans.”
11) Stay in touch after purchase
Your relationship with customers does not end after someone orders and receives their product. Collecting testimonials and reviews can be a great way to build your brand awareness and a great sign of trust for shy shoppers. Every successful transaction is a potentially positive response, and sincerely satisfied customers will always drive sales. Send a reminder email, but make sure it is timed for the time it takes for the products in question.
12) Treat Returns Correctly
Refunds are standard for any eCommerce brand. Some industries have higher returns than others, but having the right attitude can help you stand out. You should:
- Plan your profitability in your forecast
- Make it easy for customers to return goods. This may seem counterproductive, but it helps build trust and makes customer service more meaningful. If they feel like “low risk,” they are more likely to buy again.
13) Tailor Customer Experience
Customers expects a personalized approach from each retailer. They are used to receive personalized offers and customized messages from e-commerce giants like Amazon, and it works! Along with email, special offers, and even what they see when they revisit your website, you can provide a personal overview of what you are selling.