Desktops, laptops, tablets, touch screens, phones, watches… we have access to the Internet in an infinite amount of ways, and it’s as much a part of our day as sleeping and eating. The world has gone digital and in order for businesses to survive, they must do so as well. That’s why eCommerce marketing has become a top priority for online brands.
As avid internet users, we do everything online, especially shop. Did you know that 96% of Americans have made an online purchase in their life, and 80% have done so in the past month? Day by day, the Internet’s user base grows and it’s only going to get bigger. More users means more business, but unfortunately, it also means more competition.
These 10 actionable tips will help you and your team organize your strategy and drive your eCommerce sales. Rev the engine and let’s go!
Let me Upgrade You!
When something is shiny and new, it’s hard not to look. That’s why the consumer market is obsessed with new iPhones and next season’s fashion trends. Upgrades get people excited. When marketing for your eCommerce platform upsell your products in order to draw users in. Econsultancy even mentions that “upselling is 20 times more effective than cross-selling online.”
Users want to get more bang for their buck, and most of the time they’re also willing to pay more for better products. Ivan Kreimer, a KISSmetrics blogger, writes that “the key to upselling is to add value to your customers life.” In this sense, upselling is a win-win situation because you’re not only increasing your bottom line, but your consumers are also gaining better products.
You can also complement this marketing strategy by tiering your products. Tiering can be summed up by the story of Goldilocks and the three bears ̶ when she ate the porridge, one was too cold, the other too hot, and the last bowl was just right. Apply this to your eCommerce business by giving users a range of prices to choose. Have a base price, a mid-ranged price, and something on the pricier end. This functions to push your users to the middle price, which is actually the price you want users to go for. Just like Goldilocks found the perfect porridge, your users will find the perfect product at your online store.
Here Ye Here Ye!
Nothing compares to seeing the word sale written across a banner at your favorite store. What’s the harm in taking a peek inside? What’s the harm in just browsing for a few items? It makes consumers stop and think ̶ they may even add a couple things to their cart ̶ but incentivizing them to make the actual purchase means doing a little something extra. Tommy Walker of ConversionXL puts it perfectly when he says, “add-On sales are the extra little services – like protection plans, tech-support subscriptions, or product training – that give your customer extra piece of mind.” Help your users and your bank account gain that sense of security by going the extra mile and ensuring your patrons are satisfied with their purchase.
Become a Social Media Guru
Social media is one of the best ways to market your products because it allows your users to directly engage with your brand. Being active and present on social media not only increases your brand awareness, but it also gives your team an opportunity to truly connect with your target audience. Comments, likes, shares ̶ the works.
Get to know your users so you can better serve and market to them. Learn the kinds of content they respond to and the kinds they ignore. According to BigCommerce, 30% of users reported they would make a purchase from a social network. Your website isn’t the only place you can drive leads to, use your social platforms to drive your eCommerce sales as well.
Hashtag It’s Lit
Instagram is a social media powerhouse.
Influencers were born, brands were cultivated, and eCommerce shops were opened, all thanks to this social platform. Instagram has over 600 million users with 400 million of them being active every day. With such a large user base, you can grow and even attract new customers by Instagramming and marketing your shopify store. 60% of users have said they heard about a brand because of Instagram, and 50% of users say they follow at least one business on it. Take advantage of how closely and intimately you can interact with your audience and drive your sales!
91% of average adults in the US use email, and 61% use it daily. Email is a powerful tool for driving sales because it’s a major source of news and information. Become a part of your audience’s regular updates by crafting a newsletter they can subscribe to so that they can receive weekly updates. Keep them in the loop about what sales are coming up or if any new items are about to hit the shelves. Simply put, keep your users informed.
Email is also another way to touch base with some users you haven’t heard from in a while. If you don’t see your users engaging with your content, remember that communication is a two way street and you can meet them halfway by engaging with them. According to Sales Benchmark Index, your team has a 56% greater chance of attaining quota if you engage buyers before they contact a seller ̶ that’s more than half! Be the bigger brand by taking the first step.
Have “The Talk” With Your Developers
This may hurt, but it’s a necessary evil: is your website user-friendly? User experience (UX) is paramount to keeping consumers on your website. When a user is searching for something, they want the answer immediately, especially if they’re on the go. According to Google, more than half of all searches are made on mobile devices, which means your website needs to be optimized for mobile. 52% of users say that if they had a bad mobile experience with a brand, they’re less likely to engage with them in the future. Don’t lose out on precious customers, put their digital needs above your own!
What Goes Around Comes Around
Before the Internet, interpersonal communication was the best way to market a product. This is exactly how small mom and pops shops stayed alive; patrons who visited would tell their friends they just had to go try it for themselves. These friends would then visit, and then those people would tell their friends, and so on until the restaurant was a booming success. Yep, that’s how it’s done!
Believe it or not, the same thing happens today, but instead those comments are made on a digital platform in the form of reviews. As a matter of fact, 88% of online shoppers incorporate reviews into their purchase decision. In order to drive your eCommerce sales, your team needs to make sure the business is getting top marks in the review section. Take the time out to listen to the complaints and issues your patrons bring up. Take those criticisms seriously and address them to make your business better. What goes around comes around, and if you’re running an eCommerce business, you’ll want that good karma to come back to you.
Tie the Purse Strings
Set a budget and stick to it!
With hundreds of apps, tools and services that your brand could use to grow, it can be very tempting to try it all. That energetic entrepreneurial spirit is probably what led you to owning an eCommerce business, but you need to let your business live within its means. Just like sticking to cup noodles in college because you couldn’t afford anything else, your brand needs to stick to what its money can buy.
Broaden Your Horizons
The goal of eCommerce is to get people to click the submit button once they’ve finished their order. The problem comes when a user sees that you don’t take their card. Don’t give your users an excuse to abandon their cart in the final moments of their journey. It may be a little more expensive up front, but in the long-run your business will be better for it.
Broaden your horizons and accept various forms of online payment. Dan Shewan of Wordstream says that “by offering more payment options, including newer services that are becoming increasingly popular on mobile, you’re making it easier for prospects to give you their money.” Don’t leave your users hanging, give them every opportunity possible to make a purchase.
Offline marketing is still a powerful tool.
It’s the brick and mortar of marketing and although digital is rapidly expanding, your business still needs an offline strategy to supplement your online one. Did you know 54% of consumers reported they want to receive mail from brands they’re interested in? And by this they mean snail mail, sealed in an envelope, and shipped through the post. Send a physical prompt to your users by sending a physical copy of your latest announcements.
Marketing strategies rarely include radio anymore with SEO and SEM stealing the spotlight. However, it’s still a very prominent form of media. Statista notes that it is the third most powerful medium in the country, reaching 54% of the US population. Test out a couple jingles or ask for a shoutout from your favorite radio show. Remember, it doesn’t have to be extravagant or expensive, it just needs to be effective. Create a successful radio ad by keeping it short and simple. Correlate your airtime purchases with the times you know your audience demographic will be listening. Unplug from the digital world for a second to enhance your user’s digital experience.
These 10 tried and true tips will show your team how to drive eCommerce sales. Let’s see how to do exactly that one more time:
- Tier your products and show your range by marketing the newest ones as upgrades
- Social media is a powerful tool for engaging and driving traffic
- Instagram marketing is especially beneficial for eCommerce businesses
- Seal the envelope and send it to their inbox or their mailbox
- Talk to your developers about your website’s UX
- Reviews are the new parlor room chit chat
- If your business wants to survive it needs to live within its means
- Accept different types of payment from your users
- Unplug from the digital world and market offline
Cheers to your continued eCommerce success, good luck!
Author Bio: Therese Palmere is a content writer at Aumcore, a Digital Marketing Agency located in New York City. While specializing in eCommerce SEO, she is experienced and covers everything from social media marketing and user experience to mobile app design.