eCommerce platforms can be lucrative for retailers, particularly those that go the right way about marketing their products and providing a smooth customer experience. Creating and maintaining a fantastic website is half the battle – you need a site that generates traffic, converts visitors into customers, and encourages them to keep on coming back for more.
However, kickstarting your online sales can be tricky if you’re not clued up on what works and what doesn’t. If your sales are looking a little stagnant, we’ve got a few tips on how to breathe new life into your eCommerce platform.
Invest in your visibility
Search engine optimisation (SEO) is the digital earth upon which the seeds of your business are sown. Making it easy for your target audience to discover your website, filled with relevant content to engage your customers, is a prerequisite for online success. Identifying the keywords and phrases that align best with your audience, and tailoring your content to highlight these, will allow you to boost your visibility and drive traffic to your site.
Keep customers in the know
Marketing campaigns live or die on the quality of their messages. Building an extensive contact list is brilliant for sustaining interest in your business, but failing to consider exactly what someone will think once they open your bi-weekly newsletter means you’ll only be looking at yourself through your eyes, not through theirs.
Filling emails with interesting links and updates means the inevitable sales offer will go down much more smoothly. Giving your contacts special discount codes, or making them aware of a particular development before it hits your website, encourages a sense of inclusion and exclusivity.
Take advantage of paid advertising
Building up a network and climbing the search engine results takes time, money and patience. But if you’re looking to raise brand awareness and drive sales in a shorter timeframe, it can be a struggle to convince the mass market that you’re worth their time and attention.
Pay per click (PPC) advertising is a fast and effective way to secure new leads online. It only charges you when someone clicks on the ad, so you at least know your investment is going towards hooking a genuine prospect. Additionally, PPC adverts are easy to control and adjust. If sales are going up faster than expected, you can increase your budget cap to ride the wave of exposure.
Sluggish sales figures are enough to shake any business from complacency. If you’re concerned that your numbers aren’t reaching projected heights, it will pay dividends to invest in your website and marketing plan. From quick fixes to long-term strategy, these are just a few ways to give your sales revenue a boost.
Looking to tinker with – or completely rework – your eCommerce site and marketing strategy? Get in touch with Impression to find out how we could lift your online business to the next level.