Digital Marketing For An E-Commerce Site

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Over the last few years there has been a steady increase in the percentage of total retail sales attributed to e-commerce. Although this trend could be a really good thing for your e-commerce business, it also means there is a growing amount of competition. Digital marketing is highly necessary to compete in the ever-growing digital world.

At Connectica, we want your business to thrive in this digital age, so we’ve compiled a list of ways you can improve the sales of your e-commerce site using digital marketing.

Getting Visual

Consumers are becoming increasingly visual – so it is important for your site to display exceptional product visuals. Good visualization means your customers can see the details of your products, without having to take the time to read about them.

Some ways to up your visual game include:

• Add a zoom feature to any images of products on your site.
• Have a 360° view of all products – this has been shown to increase sales by nearly 30%.
• Make use of pop-ups for information about the product or about your site.
• If your product can be seen in action, add videos to your site – this lets your customer understand how your product will work for them.

You can increase your sales by enhancing the online shopping experience for your customers – make it as easy as possible for them to see themselves buying your product!

Mobile Friendly

It is vital that your site is mobile-friendly. Google found that 73% of customers will leave an unfriendly mobile site to use a site that is better designed for mobile use.

Be mindful of the many ways your potential customer will interact with your brand – will it be through social media? Or maybe through Google Shopping ads? If your primary source of traffic is via social media such as Instagram or Pinterest, you need to have a mobile friendly website.

Take Advantage Of Technology

With the technology that’s available today, it makes sense to take full advantage of it. Search engine marketing makes use of algorithms based on keywords; and because of the rise in use of technology, digital marketing encompasses this and more.

Artificial Intelligence

You can make use of AI to learn about your sales. There are algorithms and programs that are trained to understand customer information and accurately predict their future behavior based on past sales.

There are several measurable metrics you can track which will provide invaluable insight into your site’s effectiveness. These include:

• Conversion rates
• Bounce rates
• Engagement rates

These metrics are your clues into how you can improve your e-commerce site to drive conversions and build brand loyalty. If you can better your customers’ experience, they will be more likely to return to your site, provide reviews, and recommend your products to their friends and family.

Chatbots

A chatbot is a program designed to mimic conversation with anyone who visits your e-commerce site. They are often the first point of contact for your potential customers – and can make or break their experience with your brand.

You can be sure that chatbots will do the following:

• Instantly answer questions
• Offer a personalized shopping online experience
• Track and analyze your top sales
• Help you manage stock
• Notify customers if discounts or deals are available

Chatbots are a great way to steer your customers to the shopping cart and can markedly influence purchases.

Get Personal

If you plan on utilizing AI or chatbots, make sure that you keep things relatively simple and very personalized. Your customers need to be understood before you can begin predicting what they want and where they are.

Include local touches that make your customer feel at home. This can also improve any delivery aspects of your business by analyzing the proximity of your customer to different warehouses.

Google Shopping Ads

Running a Google shopping campaigns can be daunting if you are used to search engine campaigns which make use of keywords only, but they are an invaluable asset for any e-commerce site. They make use of product attributes, so it’s important that you have keyword-rich product titles and descriptions.

This campaign allows you to advertise your products at the very top of Google search results – which is where all your potential customers will be looking.

Shopping ads are heavily based on visuals. The main things that will be included are:

• Photo of your product
• Title
• Price
• Store name

Types Of Shopping Ads

There are three types of Shopping ads which you can make use of. Each has its own benefits and drawbacks.

1. Product Shopping Ads

These are built on the product data that you upload in Merchant Center.

2. Showcase Shopping Ads

These comprise of groups of related products, so customers can compare a number of your products and select the one that best fits their needs.

3. Local Catalog Ads

These make use of feed data (which is obtained from local inventory ads) and drive traffic to your local stores.

Where Are Your Ads Going?

Your Shopping ads will appear across the web, and you may see them:

• The Shopping tab on Google Search
• Next to search results on Google Search and Google Images
• If your campaign includes partners – on Google Search Partner websites
• Any site in the Google Display Network, including Gmail, YouTube, and Google Discover
• May appear with text ads

Remarketing Campaigns

Once your Shopping ad is out there – there’s only a 2% conversion rate from clicks to purchases. While this may look dismal – it just means that getting sales requires a little more work. This work is usually in the form of remarketing.

Remarketing campaigns will increase your e-commerce conversion rate because it targets on-the-fence shoppers. If they clicked on your ad a week ago, you can remind them about your product at a time where they are more likely to purchase.

E-Commerce Digital Marketing Strategies With Connectica

Utilizing these digital marketing strategies will be the first step in improving your e-commerce site by encouraging sales and generating site traffic. Contact us at 954-282-1698 and let us help you master digital marketing, today.