What eCommerce marketing methods are being used to gain more conversions by online retailers? While there isn’t one standardized answer here – as most marketers have quite a few weapons in their digital arsenal – there are a few that stand out. There most certainly is a science to digital marketing. And while a certain approach may work like a charm for one retailer, it’s never assured that it works across the board for another.
The real trick is in finding your niche. These following six eCommerce marketing methods can help you stay ahead of Google’s constantly changing algorithms, while helping you grow your social channels, improve your online rankings, reduce cart abandonment and improve the customer relationship. Consider adding them to your personal arsenal so you can get a step ahead.
Using Long Tail SEO Keywords
Long tail keywords can get you ranked for your store’s products and listings quickly. They also are powerful traffic drivers that can help you attract more visitors each month. One of the most respected names in Search Engine Optimization (SEO), Neil Patel, uses a long tail keyword strategy to rank websites time and time again, in particular, eCommerce websites.
So what are long tail keywords? They are two and three-word (or sometimes more) search terms that help attract website traffic because they can easily get ranked. For example, instead of using a short keyword that is more competitive to drive traffic to an HD TV, like “Sharp HDTV,” which would rarely ever rank, you can instead use something like, “Discount Sharp HDTV Cheap Shipping,” which will rank faster.
With the proper research, you can easily find thousands of these traffic-driving keywords that you can pepper throughout well-written product descriptions to easily rank on the first pages of the search engine results. Doing so will result in more traffic and more conversions over time. Consistency and patience is the approach you want to take here.
The Power of Online Product Reviews
Online product reviews have been shown to be a powerful tool that can help you improve brand loyalty and customer retention as well as helping you attract new customers to your business. According to a Marketing Land report, “90% of customers say buying decisions are influenced by online reviews.”
As part of the study, a survey that was conducted by Zendesk, on behalf of Marketing Land, polled over 1,000 respondents. The findings revealed that a negative product review influenced 86% of buying decisions; a positive review influenced 90% of buying decisions; and having reviews in general affected 88% of all buying decisions.
Hosting verified product review on your site is also beneficial to SEO, too. Since the reviews add a steady stream of fresh, relevant content to your product pages, they also can help your pages rank higher than your competitors’ because they feature more content that’s constantly refreshed. Combined with the aforementioned statistics, they represent an easy way to help give your sales a strong boost.
Creating Social Media Ambassadors
Amassing a loyal following on a social channel like Facebook or Twitter can help you attract more sales than you might imagine. Mashable advises that you assemble a team of “super users” on various social channels, and create campaigns that have clearly defined goals and incentives for all participants.
Most social media ambassador campaigns are reliant on a mixture of content, video and imagery. Usually, incentives to ambassadors include things like sending them products to review on their social channels, blogs or review sites in exchange for such reviews and social sharing. Getting this type of saturation can enable your brand to obtain exposure to thousands of prospective customers, and can result in a healthy and long term return on investment.
Cart Abandonment Emails & Retargeting
When a shopper visits your online store and adds an item to the cart, but then leaves your site before completing the checkout process, this is a term that’s called “cart abandonment.” According to the Baymard Institute, cart abandonment rates average at about 68% in eCommerce. Common reasons include: Pricing discrepancy, complicated checkout process and “everything else.”
A simple way to earn back the business of potential cart abandoners is by sending a cart abandonment email. A KissMetrics case study found that by sending such emails, the reconversion rate can be as high as 12%, making them an attractive option.
Additionally, look to get a retargeting system in place at your online store. Such a service helps you reconvert on abandoners and bounced users by displaying ads for you store at other sites they may visit during their web browsing. Most only charge by the click, so you’d only be paying for visitors that actually returned to your online store.
Cross Channel eCommerce CRM
One last marketing tool you should consider adding to the lineup is a cross-channel eCommerce CRM system. According to Forrester, cross-channel retail sales will surpass $1.8 trillion by the end of 2017. With an estimated 7% of all retail coming from e-commerce, it’s a smart idea to consider a way to view your cross-channel data and enhance the relationship with your customers.
Newer cross-channel eCommerce CRM solutions like ReadyCloud plug right into your 3dcart store. It uses the existing data to create detailed customer profiles with real-time sales, order, shipping and returns history. This helps you learn what your customers are doing at your 3dcart store and on marketplaces that you likely also have a presence on, such as Amazon and eBay.
By being able to evaluate your cross-channel sales data, you can better predict trends, customer behavior, shipping cost, returns volume and seasonal rushes. This gives you the ability to make small changes beforehand, so you can roll out revenue-producing campaigns that market the right products to the right people at the right time for maximum results.
This was a guest blog post by ReadyCloud. Learn more about the ReadyCloud app, ReadyReturns, in the 3dcart app store.