The considerable increase in e-commerce is causing an accelerated digital transformation focused on improving consumer purchasing processes on the Internet to reflect their habits. This transformation applies in the same way to Digital Marketing strategies and tactics. Here are 12 marketing tips to carry out in a successful e-Commerce.
Always Keep The RGPD In Mind.
One of the most important factors in marketing is the acquisition of new customers or leads. For this reason, it is essential to be very clear and fully apply the current Data Protection Law. This activity is highly exposed to claims and complaints, so keep in mind the content of this new Law.
Describe The Products With The At Most Precision
The product sheets are an element of high importance at the time of purchase. Therefore, it is necessary to capture all the necessary information to resolve any doubts that the consumer may have before taking action.
A complete and quality product file gathers all the following elements: title, detailed description of the item, price, discounts or benefits compared to other websites, actual product availability, demonstration video and photographs. Make sure that the information you offer reflects the product you are selling; in this way, you will avoid negative experiences for the user.
Use Unique, High-Quality Photos.
Take care of the photographs that appear on the web and on the products, and they are basically your only sales window for the customer. Therefore, if you distribute products, use those of your suppliers or create your own photographs, avoiding, as far as possible, those of low quality and little detail.
With this, you will offer a unique catalogue focused on meeting the tastes and needs of your audience, with always maximum image quality.
Establish The KPIs Necessary For Your E-Commerce
The KPIs or key indicators of progress, are an essential element in your strategy and measuring the level of the scope of a process indicating the performance of the same. By displaying the indicators on your dashboard, you will be able to evaluate the viability of achieving the set objectives.
In this shortlist, we list the most important:
- New and returning visitors
- Traffic sources
- Bounce rate
- Churn rate
- Average visit time
- Abandoned carts
- Average purchase value
Work In A Clear And Straightforward UX / UI Design
To achieve your marketing objective, it is essential to combine the SEO and SEM strategy with the benefits of a good UX / UI design (experience and usability) that captures and maintains the user’s attention by following a coherent structure and simplifying the process.
Therefore, it is important to design a simple, accessible and intuitive interface, eliminating unnecessary clicks and elements that distract the buyer so that the user experience is as pleasant as possible and awakens the intention to stay and continue browsing.
Why Is It Important To Create SEO And SEM Strategies?
With a joint SEO and SEM strategy, your online store will position itself in the most efficient, fast, solid and durable way in search engines. Thanks to it, more visibility will be achieved on the Internet, appearing on the first pages of Google, you will be able to know the most searched products and know what added value to offer, attractive product sheets will be created without duplicate content, trust and online reputation will be generated, it will improve the user experience and increase the conversion rate, among other advantages.
Write A “Who Are We?” Friendly
Although you may think that the “About Us” page is not very important or that it goes unnoticed, the truth is that there are many buyers and new users who read it. It may seem surprising to you, but it is the third most visited page of an eCommerce. At the end of the day if the visitor does not know your store, check your reliability by checking the “Who we are”. For this reason, the content must tell a story, mention the fundamentals and show your business philosophy, told with a close and human character that empathizes with the user.
Optimize The Loading Speed Of Your Website
There is no greater despair than to be browsing between the products and pages of an eCommerce and that the load is slow. Although there is no optimal charging time, it is recommended not to exceed two seconds. To find out yours and detect which elements slow it down, you can do a speed test using the Page speed or Pingdom tools, for example.
Structure The Catalogue Categories Clearly
This point is more important than you might imagine for SEO: the correct use of categories enhances positioning, while misuse makes it difficult for search engines to reach. To offer a good categorization and structuring, you must find the balance between your Buyer Persona and Google, creating up to three levels of depth per category.
Make A Menu That Makes Navigation Easier.
If you want your eCommerce to be successful, you need to create a friendly menu that makes it easier for the user to navigate the entire web page, where they can easily find the products or services you offer. For this, we advise you to organize the menu by categories and subcategories and, if you want to highlight some products, you can create categories such as Top Sales or Trends.
Are Your URLs Friendly?
Take this section into account since a friendly URL will position your website well, increasing the number of visits. If the domain does not make clear the type of product or service that you offer, it will not be visible to Google, being affected in search and positioning. For this reason, it is important to add this information in the internal URLs taking into account to include keywords in short, clear and scalable structures, thinking about future growth.
Identify Your Buyer Personas
Creating a representation with the greatest amount of information about your ideal client will help you to know who to turn to in order to define how to execute your action plan. To create the profiles of your Buyer Persona, you will need to carry out an exhaustive investigation in order to know the personal context, their online behaviour and their relationship with the brand. In this way, you will optimize resources, and your actions will be focused directly on your ideal client.