Product quality is not always enough to succeed in the competitive ecommerce landscape. To drive traffic, attract new customers, and encourage repeat purchases, you need to put together a detailed digital marketing strategy.
Here are five effective digital marketing tactics to apply right now.
Segment Email Lists
Personalization in email marketing goes far beyond using followers’ names in your subject line. This practice is often perceived as intrusive and spammy. To inspire customers to open your emails and read them, you need to deliver individualized user experiences.
To supercharge your online presence with emails, segment your audience based on users’ location, previous purchases, content preferences, change in buying behaviors, etc. That way, you will create highly targeted emails that increase open rates, engage users, and boost conversions.
Build Trust with Word-of-Mouth Marketing
In today’s noisy digital ecosystem, customers’ trust in brands is lower than ever. When making purchasing decisions, tech-savvy consumers rely on other people’s experiences. Statistics show that they trust online reviews as much as personal recommendations. That is why you need to invest in social proof marketing.
One of the most prevalent forms of social proof is online reviews and ratings. Big ecommerce brands, such as Amazon, offer product ratings and reviews below each product on their website.
Another popular type of social proof is user-generated content. With UGC, you have your customers promote your content for free. When building marketing campaigns, create dedicated hashtags for social networks and encourage customers to use them.
Finally, motivate satisfied customers to solicit their friends and families to purchase from you. To enhance the effectiveness of your referral program, offer valuable incentives, such as free trials, access to exclusive content, or large discounts.
Personalize Website Experiences
Studies found that 61% of users expect brands to tailor experiences to their preferences. Moreover, 90% of leading marketers explain that personalization enhances their companies’ profitability. Now, similar to email marketing, personalizing ecommerce website experiences is all about segmentation. Customers’ location, stage in a sales funnel, devices, behaviors on your site impact the content they see on your website.
For example, up and coming fashion brands can promote products based on customers’ browsing patterns. Since your customers have different needs, not all promotions you offer will be relevant to them. That is why you should observe their behaviors and search preferences. For example, if they use brand filters or a search box to find a particular brand, you can create a campaign to put the latest products from that brand in front of them.
Another popular personalization tactic among ecommerce brands is a style finder. Swarovski, for instance, lets users choose their preferred style to get relevant product recommendations and make purchases faster.
Be Transparent to Reduce Shopping Cart Abandonment
People abandon their shopping carts for numerous reasons. If you have already optimized your site’s performance and design, maybe high cart abandonment rates have to do with visitors’ trust in your company, products, or delivery business.
That is why you need to ensure your operating policies are transparent and easy-to-understand. Here are a few tips that may serve as your starting point:
- Build a consistent pricing structure. Ensure that any additional costs, such as packaging or postage costs, are visible.
- Diversify payment options. Buyers are still cautious about online payments. To gain their trust, let them choose their preferred payment method and make this information easy-to-find.
- Have a detailed money-back policy and make guarantees prominent on your website. Provide immediate access to customer support via your live chat, email, social networks, and call center. Deliver engaging user experiences with AI chatbots.
Upselling is the process of persuading customers to purchase a product that is more expensive than the one they browsed. Statistics say that 95% of revenue stems come from renewals and product updates.
To offer product upgrades that are relevant to customers, implement them strategically.
First, make upselling offers reasonable and sensitive to the price range a customer has set. If a customer wants to purchase a $30 dress, they are probably not interested in its $150 alternative. Second, make sure the upsell is relevant to a customer’s original search. Finally, provide side-by-side product comparisons to make buying decisions simpler for customers.
Over to You
In the hypercompetitive online retail ecosystem, strategic digital marketing practices help you stay competitive. Sure, there is no one-size-fits-all strategy to implement. Experiment with different approaches and test them to find the ones that resonate with your customers.
What digital marketing tactics do you use to boost your ecommerce business?
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.