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That’s why we put together an overview of effective marketing tactics and eCommerce tools along with ideas to help you implement each approach. The ideas themselves run the gamut from straightforward acquisition to generating more repeat purchases from the customer base you already have.
1) Buyer personas
The more people feel that an offer is right for them, the more likely they are to take it.
Let me prove it to you. Let’s say you want to buy new running shoes. First, answer these questions:
*Where do you normally run?
Now, would you rather buy running shoes that are suitable for all or the one that is specifically designed for your gender, age group, weight and type of use? That’s a no brainier.
Your goal is to identify main types of customer groups – their needs, wants, requirements and use cases. Buyer personas are essentially a specific group of potential customers, an archetypal person whom you want your marketing to reach.
Optimizing your site for buyer personas gets you away from an egotistical point of view and gets you to talk to users about their needs and wants. What people care about are themselves and answers to their problems, which is why buyer personas are so critical for marketing success.
Essentially it’s about knowing who you are selling to, what is their situation, what are they thinking, their needs and hesitations. If you’d know the exact person you’re selling to and the problems they have, you’d be in a much better position to sell them.
2) Improve your email campaigns
It’s not enough to simply capture a bunch of email addresses. You then need to send regular, valuable emails for the channel to be an effective eCommerce marketing activity.
There are many occasions that are perfect for sending emails that your subscribers will actually appreciate:
*Send a welcome email as soon as a customer makes a purchase.
*Provide exclusive promo codes and free gifts.
*Send regular newsletters to alert subscribers of new discount offers, product tips, and, when appropriate, company news.
*Share relevant content to help customers get the most out of their recently purchased items.
*Run a BOGO campaign in time for the holidays to promote self-gifting during the season, too.
*Thank your highest-value customers. Send a personal note expressing your appreciation for their business.
*Solicit feedback. If someone visits your site but doesn’t make a purchase, ask about their experience and how you can improve it.
3) Noise and distraction
There’s an adage for outdoor billboard design – it’s ready when there’s nothing left to remove. In a way this also applies for websites.
The more choice you give to people, the harder it is to choose anything. When there are too many options to choose from, it’s easiest to choose nothing at all. There’s tons of research to confirm this. In addition, greater choice makes us unhappy.
If you have a ton of products, you have to provide great filters to help people narrow down the choice.
Noise and distraction is not just about how many products you have. It’s how busy your layout is, how many competing design elements there are, all asking for attention.
Rule of noise: The closer you get to closing the sale, the less things you should have on your screen. Once they get to checkout screen, you shouldn’t have ANYTHING on the page that doesn’t directly contribute to conversion.
Have a single most wanted action for each screen, and make sure the important stuff stands out. Don’t have anything in the layout that isn’t absolutely necessary. Simple works.
4) Think local
Brick-and-mortar businesses aren’t the only ones who can jump on the local movement. Online retailers can also take a local approach to their eCommerce marketing tactics to increase online sales.
To figure out what local means for you, here are a few ways you can look at it:
Identify where you have large concentrations of customers and run a promotion for that location. Look at which products those customers are buying and other spending behavior indicators, and consider local events or seasons to appropriately time a promotion.
If you have a warehouse or multiple warehouses, consider a promotion with free, discounted, or expedited shipping to customers in the vicinity. This will be easier for your operations team to execute and also help you promote sales in a cost-effective manner.