So many businesses operate online now, whether solely or in conjunction with a brick-and-mortar store, so knowing how to boost your online sales is critical for the success of your business. The answer to helping your online store stand out and drive more sales is building an ecommerce content strategy that connects you with the right customers.
Identify the content that works
Your ecommerce content strategy is about more than just optimising existing product pages – the most successful stores know how to leverage the right types of content that appeal to their audience and increase conversions. For example, buying guides and ‘how to’ content is incredibly beneficial for illustrating product use and how it works.
Similarly, case studies to give an example or to serve as inspiration can also be highly effective, such as Golf Swing System’s Moray Cabin build – the blog highlights the planning, design and installation of the project, as well as ways to customise it, inspiring customers to do the same. But ecommerce content can span a range of styles, from product reviews and comparisons to video content, user-generated content and infographics. Consider your audience personas, their pain points and where they are in the buying journey when determining the type of content they may need.
Use social media marketing
Social media content is a fantastic way to increase brand awareness and educate your audience about your products. It can also be a tool for encouraging customers to click-through to your site. By building a loyal follower base, you can improve your customer retention rates and encourage repeat purchases through content that offers real value.
Be sure to choose platforms where your customers are most active, and to provide valuable content on a regular basis. Consistency is everything in marketing, but especially on social media where algorithms and a constant stream of new content can leave your brand hidden from view quickly. Interacting with your audience is also key – respond to comments, answer questions they may have and reply to feedback or reviews, good or bad.
Enable in-app shopping
In-app shopping significantly reduces the barriers to purchase by allowing mobile shoppers to buy items directly from the social media platforms where they first see the ad. This seamless shopping experience is particularly effective on platforms like TikTok, Instagram, and Facebook, which have integrated in-app shopping features.
This convenience not only boosts customer satisfaction but also increases online sales by tapping into the user’s immediate interest and reducing the steps needed to complete a transaction. It enables businesses to capture sales at the moment of peak interest, driving higher conversion rates and fostering a more integrated shopping experience.
Start a loyalty programme
Implementing a loyalty programme is a powerful customer engagement strategy that both acknowledges and rewards a business’s most loyal customers. These schemes are designed to incentivise certain behaviours, such as making frequent purchases or referring new customers, by offering rewards like discounts, exclusive access, or points redeemable for future purchases. An example of this is Cult Beauty which offers ‘Cult Status’ points for every £1 spent on the site.
Loyalty programmes can significantly enhance ecommerce growth by improving customer retention rates, motivating repeat purchases, and increasing the average order value. Customers who feel valued and rewarded are more likely to return and spend their rewards, which fosters a sense of loyalty and commitment to the brand. But these schemes can also generate valuable data on customer preferences and purchasing patterns, which can be used to further tailor marketing strategies and product offerings.
Use scarcity tactics
When customers feel like a product is only available in limited supply or that a sale is available just for a short time, they’re more likely to make a purchase immediately. This urgency arises from the uncertainty about the product’s future availability or price.
To harness the power of scarcity in your ecommerce sales, consider implementing strategies such as flash sales, adding a countdown timer during sales or on checkout pages, displaying the quantity remaining for items, or offering free shipping for a limited period. These tactics can effectively prompt customers to act quickly and complete their purchases.
Showcase your top-selling items on landing pages
The appearance of your ecommerce landing page significantly impacts your business. Landing pages should prominently feature your best-selling products, as it’s often the first thing visitors see. This gives you a unique opportunity to make a strong first impression and inspires customers to make a purchase.
By showcasing your most popular items, you not only create an inviting entry point for customers to visit your site but also guide them towards a shopping spree without overwhelming them with your entire product range. This approach helps streamline their shopping experience and increases the likelihood of conversions.
Display your reviews
Online reviews play a crucial role in consumer decision-making, with 93% of users stating that reviews influenced their purchasing choices. Failing to include reviews in your marketing strategy could mean you’re missing out on a substantial potential income.
To utilise reviews effectively, add ratings to your products and encourage buyers to leave feedback when they’ve made a purchase. Additionally, reaching out to your most loyal customers for testimonials can enhance the credibility of your brand. Unlike product-specific reviews, testimonials can build trust in your overall shopping experience and brand. Use your email list to request these testimonials and feature them on landing pages or on your social channels.
Developing a robust ecommerce content strategy is essential for the success of your online business. Each of these strategies addresses different aspects of the customer journey, ensuring that you connect with your audience at the right time and in the right way. By continuously adapting and refining your approach, based on customer feedback and preferences as well as conversions and customer data, your ecommerce business can achieve sustained growth and build a loyal customer base.
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