As an eCommerce entrepreneur, it’s frustrating when online sales slump or you need more web traffic. In moments like these, it’d be great to get expert help from a digital marketing retail specialist and to be able to pick their brains for top eCommerce marketing solutions. Well, we’ve done the legwork and collected five pieces of advice from our marketing experts. Best of all, the following strategies won’t cost you a penny!!
#1 Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO) is the process of increasing the percentage of visitors on your website or app who take a desired action. This action, called a conversion, can be anything from purchasing to signing up for a newsletter. Successful CRO strategies aim to increase conversions by focusing on the customer experience.
Here’s a checklist to get you started with CRO:
- Define your goals: What do you want visitors to do on your site? Identify the key conversions you want to optimize for.
- Analyze your funnel: Understand how visitors move through your website, where they drop off, and what might be preventing them from converting.
- Gather user data: Use website analytics, heatmaps, and user surveys to understand your target audience and their behavior.
- Formulate hypotheses: Based on your data, brainstorm ideas on what elements of your website or app might be improved to increase conversions.
- Run A/B tests: Test different variations of your website or app elements (e.g., headlines, buttons, CTAs) to see which version performs better.
- Analyze and iterate: Track the results of your tests and make data-driven decisions to further optimize your website or app for conversions.
2# Google Business Profile
Your Google Business Profile is the touch point users will come across when they search for your business on Google. If someone seeks to connect with your company, they often start by Googling your business name and examining the right-hand panel of the search results.
If the essential information they seek—such as opening and closing hours, company address, phone number, and email address—is not readily accessible in this panel, they may explore other options.
Maintaining an up-to-date Google Business Profile lets you share vital details about your business online. Such as:
- Opening and closing times
- Company address, phone number, and email address
- Product images
- Links to your website
#3 Search Engine Optimisation (SEO)
SEO involves optimizing your website for search engines like Google, and it includes the following key aspects:
- Well-Structured Website: Ensure your website is organized logically, with straightforward navigation and user-friendly design.
- Relevant Keywords: Incorporate relevant keywords throughout your website content. These keywords should align with what users are searching for and reflect the topics relevant to your business or industry.
- High-Quality Content: Consistently deliver valuable and informative content. High-quality articles, blog posts, and other resources engage your audience and signal to search engines that your site is authoritative and relevant.
By following best practices, you can significantly improve your website’s visibility in search engine results and drive organic traffic. Consider employing a combination of these strategies for optimal results.
#4 Write Product Descriptions for People, NOT for Search Engines.
Among the many tricks of the SEO game, polishing the product descriptions is one of the simplest and most effective. With a few tweaks, you can improve your product descriptions and make them rank on search engines. This might seem counterintuitive. After all, SEO is all about appearing at the top of search engine rankings.
In the early days of SEO, a feature-focused approach, it worked well with its straightforward keyword-reward system. Known as keyword stuffing, content writers would “stuff” product descriptions full of keywords in an attempt to rank higher. The Google algorithm is far more advanced and now penalizes keyword stuffing. Instead, emphasizing the benefits of a product leads to a more satisfying shopping experience and greater clarity about what the product can deliver. Google recognizes this shift.
To connect with human shoppers, consider highlighting the benefits rather than just listing features in your product descriptions. Paint a vivid lifestyle image in your customers’ minds, allowing them to envision what it’s like to own and use the product.
For example, compare the following product descriptions for a Jacket:
These jackets are made from suede and feature a water-resistant finish.
Vs
Don’t let a little rain dampen your style. This suede jacket boasts a water-resistant finish, so you can conquer the elements and look sharp doing it.
We mentioned the features, but instead of just listing what the product is, we highlighted its benefits—what it can actually do. Benefits excite customers and help you rank higher in search engines. By focusing on “why” someone would buy your product, along with the “what,” you attract more relevant traffic—people who are looking for exactly what your products solve.
5# Email Marketing
Email has withstood the test of time as a powerful communication tool. Marketers have utilized it as a channel for nearly as long as the Internet has existed. The first marketing email was sent in 1978, resulting in an impressive $13 million in sales.
While newer communication methods, such as social media and live chat, have emerged, email remains the reigning king of marketing channels, boasting 4.5 billion users.
By leveraging this channel effectively, you can:
- Target Specific Audiences: Tailor your messages to reach the right subscribers.
- Promote Products and Services: Showcase your offerings effectively.
- Offer Discounts: Encourage conversions and foster loyalty.
- Deliver Valuable Content: Engage and educate your audience.
Segment your email list and personalize your messages based on each subscriber’s unique interests and behavior for optimal results in your retail campaign.
In Conclusion: Digital Marketing for Retail Stores
Work your way down the list:
- CRO
- Google Business Profile
- SEO
- Page descriptions
- Email marketing
Be patient, stay consistent, and avoid becoming overwhelmed. Then, adjust and tweak as you start to see results.
Photo credits: Coworking London