Expert Tips to Boost Your eCommerce Marketing
When you’re just starting your eCommerce business and you decide to research best practices and resources to help you scale up, you will certainly find endless best practices and resources. You won’t even know what to do with the many resources because they can be overwhelming. Surely, that’s not a productive use of your time, which is why we have decided to help you sift through tons of resources and best practices to bring you the four most effective tips. These are expert tips that are tested and proven over the years and are guaranteed to scale up your eCommerce business. You can put them to action today and you will start seeing results in no time. This article will go into detail on how you can boost your eCommerce marketing efforts.
Let’s not waste your time further.
Don’t Rely on Single-Channel Ad Data, It Can Be Misleading
The customer purchase journey is not a straight line that usually goes from the first interaction with an ad to the checkout page. It’s more common for the customer to see the product multiple times across different channels before deciding to make a purchase. Even though the customer decided to buy on a particular channel, this doesn’t invalidate the effectiveness of the other channels the customer interacted with before making the purchase. This is why attribution data is dicey and you shouldn’t rely solely on single-channel data.
Let’s say a customer first interacted with your sunglass ad on Facebook but didn’t buy the sunglass. Then a few days later as the same customer is doomscrolling on Twitter, they see your sunglass ad again. This time, they decide to click and buy the product since they have extra change to splurge on a fancy sunglass.
When you check your ad data on Twitter, it will show that the customer saw the ad and bought the sunglass. However, if the customer didn’t see the Facebook ad initially, the customer may not buy the product after seeing it on Twitter. This means that both channels contributed and influenced the customer’s purchase journey, so it won’t be wise to attribute purchase success to Twitter over Facebook.
The best way to manage this to understand your customer engagement and purchase data better is to use analytics tools such as Google Analytics or an attribution software such as Optily.
Define Your Website Data for Better SEO and Visibility
The most desired spot on search engine result pages (SERPs) is the number one spot, and that’s a good position because it guarantees traffic, visibility, and more. However, there are other ways to increase visibility even if your webpage doesn’t come out as the number one result on SERPs. You can also increase your click-through rates even.
When you structure and define the different types of data on your website, you will be helping search engines to understand your data better. For Google, structuring your data will put more of your non-text content such as an image or a video clip on SERPs. This will make it easier for internet users to find the relevant content that addresses what they’re searching for. In return, internet users will click on the image or video clip and go to your website. Even if your webpage is the number six result on SERPs, you may end up having better click-through rates than the other results.
Refresh Your No-Click Google Shopping Products
Did you know that you can use Google Shopping to increase sales? It will surprise you what you can do with Google Shopping, so if you haven’t already set it up, please do.
If you already have it, you may notice that some listings are not generating as many clicks as other listings. You can revive those zero clicks product listings by doing the following;
- Download them from Google Merchant Center,
- Give them a custom label,
- Launch a Smart Shopping campaign with these little to zero-click products, and watch these products start generating clicks.
The reason these products don’t do well is that when you list your products, Google will assess the listings and prioritize the products that have more potential for conversion over other products. Those products end up competing with your other products that are generating massive clicks.
So, when you run a separate campaign with the zero clicks products, you are asking Google to give special attention to the products. In response, Google will push them without having them compete with the other product listings.
Be Easily Accessible to Your Customers
This should be a golden rule; be accessible to your customers. Customers want convenience, so you have to use approaches and avenues they’re comfortable with. They won’t go out of their way to find you when other eCommerce merchants can meet their needs more conveniently. Potential buyers should visit your eCommerce site and not find your phone number, email address, or other contact details.
Don’t assume what approaches and avenues your customers would like based on what your competitors are providing. Rather, take your time to study your target audience and learn their shopping behavior.
For example, in the last year, many buyers relied solely on eCommerce shopping. However, they still want the options of curbside pickup and popup events so that they can choose to go pick up their orders sometimes. You can take a cue from this and offer curbside pickup deliveries and regular popup events to give your customers a feel of an on-site shopping experience.
Finally, you are missing out if you haven’t set up or claimed your Google My Business (GMB) profile. Make sure you complete your GMB page and always update it. Google My Business is a free tool that can help you increase your visibility and make your business more accessible to your target audience.
In Conclusion – How to Boost your eCommerce Marketing Efforts
You will find that there are several best practices to take note of if you start looking but what you don’t want is falling into a rabbit hole of information overload. So, learn to consume information in small doses and take action, then watch the performances of your inputs before deciding what to do next. You may have to improve some of your practices, stop some, and then you can go back to looking for new best practices to adopt. Good luck in trying to boost your eCommerce Marketing efforts!
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