An ecommerce company selling youth fashion and lifestyle had excellent assortment of trendy wear but was yet not able to really find much audience. On the other hand there was a fashion accessories ecommerce company that has a quality flow of traffic. Is this not a usual scene among ecommerce competitors?
Digital marketing offers ecommerce companies significant leverage to connect and engage with audiences. Various aspects of digital marketing from analytics, SEO, SEM to social media marketing and utilizing big data to track audiences for better lead conversions make it a must for all ecommerce companies.
Almost all companies have a digital marketing set-up and are aware of its potential benefits for high quality conversions. However, very few companies actually ensure that all the crucial aspects are covered. So what are these crucial differentiators that make big difference in the engagement, visibility and conversion of ecommerce companies? Today we discuss the 10 things that popular ecommerce competitors can teach you.
Track In-depth Analytics with more than one web analytic tool:
Leaders in every field leave nothing to chance and similarly so with most successful ecommerce companies that measure everything they do.
Surprisingly, many ecommerce companies just skim the surface in tracking and monitoring analytics. Most of the ecommerce companies usually use Google Analytics to track the activity on their website. But the competitive nature of ecommerce market demands that each and every digital footprint of visitors and audiences be tracked and monitored to increase conversions.
Therefore depending on the life stage of your ecommerce company, it is better to follow two to three or even four web analytics tool. Various popular web analytics tools include Simply Measured, Kissmetrics, Clicky, Crazy Egg and Adobe Marketing Cloud. These when used together with Google Analytics will help you unearth gold hidden in website analytics data. Using these different web analytics tools together will help you get a clear picture of why, what when, where, how of customer conversion.
Further ensure that you minutely monitor mobile traffic so that you cater effectively to smartphone users. This has become crucial in light of the fact that more and more people now use mobile to access online commerce.
With steady emergence of mcommerce, it has become compelling for ecommerce companies to have their Mobile apps on major native platforms as Android and iOS. Moreover, you should have your mobile strategy in place to leverage the rise in smartphones and mcommerce. According to reports (http://blog.custora.com/2014/07/custora-pulse-mobile-report/) consumers prefer using mobile apps compared to mobile browser. From constant updates of mobile apps to tracking mobile analytics and offering quality features as push notifications can really make all the difference.
Thus building a mobile application for your ecommerce not only boosts your digital marketing efforts but also increases usability while offering greater insights into the customer buying and shopping behavior through mobile app analytics.
Use automated email marketing tools
Email marketing is one of the most potent tools to drive sales conversions. Even in comparison to social media platforms, the email outperforms to engage and nurture existing and new audience. According to reports too, the average customer lifetime value (CLV) of users acquired via email is higher compared to social media.
Use email effectively using popular automated email tools as MailChimp, Aweber, Campaign Monitor, Vertical Response, GetResponse among others to boost your digital marketing initiatives. From sending auto-responders to informing your customers about latest offers and products or even sending times discounts on special days to reminding customers about uncompleted purchases, email help you engage customers in much deeper ways and to build relationship with them. However it’s important to keep these points in mind:
- Segmenting your contact list will help to make your email campaigns more relevant and effective than just blasting off your emails.
- Responsive emailers with rich media and compelling Call to Actions will further drive your email campaign efficiency.
Social Media Integration and Automation
Use social media to connect and engage with different segments of customers. From Facebook, Instagram, Twitter, and Google + to Pinterest, YouTube and community forums, it is essential for businesses to proactively interact with their customers. So make sure your presence on each of these is optimized and updated with rich media posts and updates. As the search goes social, it has become imperative to ensure a compelling visibility on social media platforms and appear on SERPs.
Further, social media integration with your ecommerce website allows customers to share and discuss their purchase online. This cumulatively with likes, shares, reviews and comments offers great leverage for a stronger online presence. A classic case is that of popular e-tailer www.zappos.com who successfully integrated social media into their website to reap rich rewards.
User product Reviews:
As search and social combine together, the importance of user product reviews is more relevant than ever. From product reviews on your website to those on social media platforms, product reviews are shaping much of buyer’s preferences and decisions today. Therefore it is important that you have user product reviews on your website and encourage customers to share their reviews online.
Blog is an integral part of your digital marketing strategy as a very powerful medium of attracting quality and relevant audience to your website. Your competitors who host a blog on their ecommerce website stand to gain many benefits over you. A blog offers unique content that helps you in SEO and increase your ranking in SERPs. Apart from establishing thought leadership by producing content that is informative, entertaining, it also helps you reflect the distinct personality of your ecommerce.
Unique product description
One of the major highlights of any ecommerce website that instantly separates them from other e-tailers is the quality and tone of product description. If written well, they showcase the personality of the ecommerce website and also enhance the quality of the website. Go on and describe your products with its unique features, and its benefits to buyers. Authentic and unique product descriptions also help attracts visitors to website by use of keywords and Meta tags.
Unique Photos with enhanced zoom
In today’s visual medium driven world, the quality and choice of photos can make or break the deal for customers. The quality of product images and the way they are presented can make a big difference on sales conversions. Generally, ecommerce sites use three types of images namely Thumbnail, Product Page image and Zoom images. Ensure that they are of the right size, bright, uncluttered, of adequate resolution and above all consistent. It goes without saying that these images must also be SEO optimized to fully deliver their benefit.
Together, these factors contribute to sales conversions and eventual success of your ecommerce.
Site Wide Advertising
While Google AdWord is a popular advertising platform to run ads on Google search and Google advertising network, your competitors also use Yahoo Bing network and mobile advertising to get a wide reach. Presently SMS marketing forms major share of mobile marketing, however as new technologies emerge, rich media too will be a part of mobile advertising. From Facebook advertising to mobile advertising, it makes a compelling case to explore each of these areas
Omni channel Visibility
Shopping experience has become increasingly sophisticated and with buyers embracing new technologies, retailers are integrating stores, ecommerce, mobile apps and social media to offer multi channel retailing, also called Omni channel retailing. It creates tremendous opportunities for you as a retailer and you can leverage its benefits if you are prepared for it proactively. While major competitors are already pursuing it, it is a good opportunity to map your digital strategy around your goal of delivering Omni channel retailing to your customers. An essential part of this strategy is being actively visible on all fronts of Omni channel retailing to offer a seamless experience across channels.
Thus the saying ‘Whole is greater than the sum of its parts’ stands relevant for digital marketing in ecommerce. So are you prepared to boost your digital marketing efforts with learning from your competitors? How have you become a better ecommerce company by learning from your competitors?