Ecommerce Marketing Tactics You Should be Using
Posted August 15, 2017 by Aubrey Aynes in Digital Marketing, Ecommerce Marketing, eCommerce Website, Marketing Strategy
The term “ecommerce marketing” can mean so many different things and there are many different methods and strategies for marketing ecommerce stores that all vary based on several factors. The goal of ecommerce marketing (i.e., increase conversion rate) should be the most important driving factor of all of these tactics, if implemented.
Although marketing goals may be different for every ecommerce store, these tactic can be used to get closer to achieving the goal. Before using these tactics, first you must know what they are, how they work and how to implement them.
Upselling and Cross-selling are two different things, but the idea behind them are basically the same. With upselling, a user is presented with more expensive models, upgrades or add-ons. A cross-sell is when a user is presented with products that are related to the product the user is intending to purchase that they may want, as well. Both are used to try to increase the value of the order the user is placing.
There are a few ways to implement either upselling or cross-selling (or both!) on an ecommerce store within the purchasing funnel. Adding a “Customers Also Like” section on the product detail page is a way to cross-sell while offering upgrades/add-ons in a pop-up before the user completes the checkout is a way to upsell. Testing these methods is the only way to know what works in regards to the ecommerce marketing goal.
Capturing emails seems pretty straight forward; this tactic is used to gather as many email addresses as possible. Once email addresses are captured, email marketing can be utilized to turn tire-kickers and shoppers into customers by offering promotions, coupons and exclusive deals.
Using pop-ups strategically placed throughout the store (which promote deals, coupon codes and giveaways) in exchange for an email address, is a great way to capture email addresses. The tricky thing is to not interrupt the user’s journey in a way that might cause them to bounce.
Using a great app like Privy to build, measure and implement pop-ups is an easy way to start capturing emails.
Event Triggered Email Automation
Email automation is the method of sending emails at very specific times in order to re-engage a user, whether they’re a tire-kicker, shopper or consumer. When email automation is event-triggered, a workflow is setup to send the emails when the user does a specific event, such as abandoning their checkout process. This method allows a company to send very targeted emails that help support their ecommerce marketing goal.
Using a tool such as Klaviyo is a great way to implement event-triggered email automation.
Retargeting, also known as remarketing, is a method of getting users that have bounced without converting to come back to the store through digital advertisements on other websites and/or social media.
This type of ecommerce marketing works by collecting data about people who visit your store (what products they viewed, etc.) and displaying ads to them as they browse other websites or social media. Not only does this create more recognition for the store’s brand, but it urges shoppers to come back to make their purchase.
In order to start using this marketing tactic, you must choose a platform and/or tool to implement. There are a lot of third-party tools that do web and social retargeting, but retargeting can also be done through specific platforms like Facebook.
SEO stands for search engine optimization, which is a marketing strategy focused on increasing the brand’s visibility in organic (non-paid) search engine results. Search engines are extremely intelligent, but they still need help to crawl websites. In order to improve rankings and drive traffic to the store, there are several elements of the website (site architecture, URL structure, page titles, meta descriptions, canonical tags, image alt text, schema markup, etc) that need to be structured in a way that a search engine can easily digest the data.
Other ways to optimize for search engines is to ensure that the store contains unique and robust content and has internal and external linking.
PPC (Pay-per-click) Advertising is a digital marketing strategy used to direct traffic to your store using advertisements that are displayed in search listings. This method is a great way to be seen even if your store is not yet ranking organically through the use of SEO. PPC works by paying Google to have them list ads in the organic search listings, where you pay each time someone clicks and that is taken out of your budget.
Although implementing PPC can be easy, there are a lot of factors that should be considered before diving into it, such as audience, goals of campaigns and metrics.
Let us know what ecommerce marketing tactics you are using!