But there are a lot of levers you can pull to get more out of your digital marketing efforts for ecommerce. The busy holiday season is coming up soon, so now is the time to start. Here are six easy and effective ways to start getting more online sales through your ecommerce process.
1. Use Google Shopping ads to reach people who are already shopping.
Any ecommerce company should use Google Shopping ads. With a Shopping campaign, you can put big ads for your goods at the top of Google search results right when people are looking for the kinds of products you sell. Your Shopping ads can have pictures, prices, reviews, offers, and other important information that makes it easy for people to “add to cart.”
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Once you’ve uploaded a product data feed—a master spreadsheet that describes your products’ most important features—to Google Merchant Center and linked your Merchant Center account to your Google Ads account, Google will automatically make ads for your products whenever a user searches for a relevant term. ecommerce-marketing-shopping-ad-examples Check out our guides to Google Shopping campaign designs and product data feeds to find out more. In the meantime, all you need to know is that starting a Google Shopping campaign is a great way to get a lot of appropriate traffic to your site quickly.
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2. and show display ads to them again! Our Google Shopping benchmarks study says that the average conversion rate on Google Shopping is just under 2%. That is, only about 2% of the people who click on Google Shopping ads end up buying something. Does that mean that shopping efforts are pointless?
Nope. Even if it doesn’t lead to a sale right away, a click is a useful way for your business and your prospect to interact. Here’s what the 2% conversion rate does mean: If you want those shoppers to come back to your ecommerce site, you might have to do more work. So, retargeting comes into play. Remarketing helps you sell more online because it brings back shoppers who were on the fence.
You can bring up the shoes they were looking at last week. They might be ready to buy now. ecommerce-marketing-banner-ad-example You can even target people who found you on Google the next time they’re on Facebook with remarketing ads. Check out these remarketing tips and tips from our awesome in-house designer, Kate Lindsay, for more help with ecommerce remarketing.
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3. With Shopping on Instagram, you can turn likes into sales. Search marketing has been thought to drive sales for years, while social marketing has been thought to build brand recognition. Even though search (including Google Shopping) is a good way to turn low-funnel prospects and social is a good way to reach new audiences, this absolute difference between the two channels is becoming less and less true every year.
Why? In short, you can shop on Instagram. Once you’ve set up a business profile on Instagram and uploaded a product catalogue to Facebook (Instagram’s parent company), you can tag your goods in your regular feed and Stories posts. Users who see your organic content suddenly don’t have to go to your website to buy something. Instead, they can just click on the product they’re interested in and follow the link to the page on your website that talks about that product. ecommerce-marketing-shopping-on-instagram-example The main thing that makes social shopping such a good way to sell online stores is that it gets rid of friction. Instagram has successfully brought the power of search to social media by making it easy for your followers to buy things.
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Check out 4 Facebook Ecommerce Tips to Boost Sales for more help with online shopping on social media.
4. Customer reviews can help build trust. So, you’ve started to use Instagram Shopping. Things are going well in that it’s getting a lot of people to visit your product pages, but things are going badly in that those hits aren’t turning into sales at a very high rate. Is there a way to increase the number of people who buy from you when you sell online? Reviews from customers, yes. People who don’t have a lot of money to spend are careful about what they buy, and nothing convinces them more than a great review from someone who has already bought one or more of your goods. Putting comments and reviews on your product pages is a simple, tried-and-true way to get more people to buy from your site. website for an e-commerce product with reviews
5. Pop-ups can help you cross-sell more. Pop-ups are another way to improve your ecommerce digital marketing strategy. These are the windows that briefly take over the screens of site users to show them more offers. You can use pop-ups to offer a discount to a possible customer or to get them to add another item to their buying cart. ecommerce-marketing-pop-up-example I understand. Pop-ups have a bad name, but there’s a good reason why they are so common. It works! Especially when it’s used to give people real, useful deals, like a limited-time discount or a buy-one-get-one-free sale. If you use them right, they can bring in a lot of extra money for your business.
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6. Referral marketing is a way to get new customers. Last ecommerce marketing tip: Use referral marketing to turn the excitement of your most loyal customers into a steady stream of new business. Referral marketing is the process of giving your customers an incentive to tell other people how much they love your business.
The idea is that people are much more likely to believe their friends and family than they are to believe your ads. It’s a lot like collecting customer feedback in terms of strategy, with the main difference being that it’s more direct. Most of the time, your prospects trust their friends and family more than they trust strangers on the internet. Here’s an example from real life to get your mind going. Girlfriend Collective, a company that makes athleisure clothes for women, chose to give away free pairs of their high-end, eco-friendly leggings before their official launch.
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Girlfriend Collective got a lot of attention from their target market because this offer was so hard to pass up and only ran for a short time. All of a sudden, everyone and their mother wanted a pair of their pants, and they hadn’t even started their company yet! When Girlfriend Collective started charging for their goods, you can bet that a lot of their first customers came back to buy more.
ecommerce-marketing-girlfriend-collective-referral-strategy Critical Pass is a company that helps law school students prepare for the bar test by selling flashcards. This is another great example of how powerful referral marketing can be.
Critical Pass gave $10 to anyone who passed along a referral link that led to a sale so that happy customers would tell their friends about the company. Because their flashcard set costs much more than $10, this strategy made the company a lot of money. Read about custom anniversary seals.
