7 Proven Strategies to Optimize Your eCommerce Website Marketing

For any company running an e-commerce website, it’s crucial to stay up to date with leading marketing strategies and techniques to maintain and grow online sales. It is important to develop strategies and tactics that line up both with your audience and with your stated goals of selling goods and services through your website. To help in that regard, consider implementing these 7 proven strategies to optimize your eCommerce website marketing.

1) Leverage the Power of Product Reviews

We cannot state it enough: in eCommerce website marketing, product reviews are absolutely essential. They lend a crucial air of third-party credibility to the products you claim to be beneficial for your audience in a variety of ways.

These reviews should be prominently displayed on your product pages and throughout your website. The more thorough and comprehensive a review is, the better. You might even want to share a few negative reviews (if those exist) to further increase credibility and belief in the positivity surrounding it.

Almost 85 percent of online consumers trust product reviews from strangers as much as they would personal recommendations from friends. The takeaway: use this strategy, and use it everywhere. This might just be the single most important strategic change you can make to your marketing efforts right now.

2) Offer Special Offers and Discounts to Gather Audience Information

In eCommerce as in most digital marketing, lead generation is the name of the game. Once you have received some contact information for interested would-be shopper, you can build more targeted marketing campaigns to convert them to customers.

One way to achieve that goal is by strategically using special offers and discounts. You might include them as banner ads on your website, or pop-ups related to content your visitors are reading at the moment. The goal is not to offer a discount code up for nothing, but ask for your audience’s email address in return.

Through this opt-in method, you can improve your lead generation efforts organically. Now, you can build a database of potential customers you know to be interested, which you can use for future promotions.

3) Adjust Your Marketing for Mobile Devices

In the world of eCommerce, mobile optimization is no longer optional. Almost 35 percent of all online shopping occurred from smartphones and tablets. By 2021, conservative estimates expect that number to rise about 50 percent. Your customers are mobile, so your marketing should be as well.

That means making sure that your website looks equally beautiful, and functions equally well, regardless of screen size. Responsive design is an absolute must, but the same concept applies throughout the funnel. Even your conversion and payment pages need to be optimized for smaller smartphone screens.

Your mobile optimization should also expand beyond the website. All of your digital channels, from social media to email, need to keep mobile in mind. The better your optimization, the better you will be prepared for current and future success.

4) Optimize Your Website for Conversions

Any eCommerce website marketing plan must include website optimizations in order to increase conversions. While taking all the above information into consideration, it is still important to remember that your website is still your top marketing tool. To successfully market your ecommerce website, it must first look and act the way shoppers want it to. Start by asking yourself: Where does your website lead? From the homepage on, this is a crucial question to answer. Every piece of content on it should gently nudge your audience toward your final goals: getting shopping cart conversions from your product pages.

Achieving that goal can seem difficult. Your homepage, for instance, will tempt you to tell your audience more about your business and keep the information general. But even there, linking to a few featured products should be your goal.

There are many strategies you can implement to increase sales on your website. Some tactics may include reducing the amount of filters available to sort through your inventory, adding a search bar for easy guidance, or designing a minimal page altogether that highlights beautiful product photos.

5) Maximize the Potential of Your Product Pages

Of course, everything about your website navigation, content, and search still doesn’t lead to a direct conversion. A visitor who follows a call to action won’t immediately and automatically purchase a product. Instead, they land on the product landing page. And for ultimate eCommerce web marketing success, this landing page needs some serious optimization.

The design needs to be simple, without distracting from the actual product information and conversion point. Visuals are actually crucial, and will significantly increase your conversion rate. The text should be optimized for search engines, focusing on terms specifically related to your individual products.

Finally, pay special attention to the details on this page. An easy contact information option or live chat helps potential customers get their questions answered quickly. Displaying multiple payment options, meanwhile, allows you to minimize friction with customers who want to pay through PayPal and other options.

6) Reduce the Impact of Abandoned Shopping Carts

Getting your audience to add items to cart is not enough. Across industries, almost 75 percent of shoppers abandon their carts even after they’ve added items to it. Your goal in eCommerce needs to include reducing that rate to increase revenue. Here are some tips to get you started:

  • • Reduce checkout fears by making clear that your payment system is secure.
  • • Minimize shipping and handling costs wherever possible, and be clear about these costs from the product page on.
  • • Offer multiple shipping options to balance urgency and price fluctuations.
  • • Retarget cart abandoners through remarketing and emails specifically designed to guide them back.

7) Consider All Marketing Avenues

Finally, we’d be remiss not to mention that your marketing should go beyond your website. We already mentioned email as a potential tool to engage your audience. But ideally, your strategy should start long before that.

Social media helps you gain brand awareness. Paid pay-per-click efforts on Google, Facebook, and other major platforms allow you to reach a targeted audience of potential customers. Content marketing builds credibility, taking a more subtle approach than trasditional promotions. It also helps to maximize your SEO and lead generation efforts as you build lead magnets designed to answer pressing audience questions and pain points.

Position Your eCommerce Website Marketing for Success

In 2018, it’s time to recalibrate. Simply running some ads to get attention toward your eCommerce products is no longer enough. To position your business for success, you need to be strategic about how you approach your marketing.

The above seven strategies can help you get started. But of course, they’re only part of the equation. Ultimately, you need a comprehensive, integrated strategy that drives awareness, conversion, and retention through your website. With a plan in place, you can sustain and grow your eCommerce business even in the face of rising competition.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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