If you transferred your business to digital channels or you have an eCommerce with little movement in sales, this blog is for you because you will learn a little more about the strategies and practices that you should know to improve your eCommerce performance.
Among the many actions that you can develop for your eCommerce, the best one to start your strategy with is to work with the current website traffic; Basically, all the audiences with whom we are already interacting, those who have visited the website, have bought or had some kind of approach. Loyalty to this audience is the key to activate purchases on the site and better understand what the purchasing processes are in eCommerce.
The cost per acquisition of cold or new audiences is much higher than those that already have a previous approach; attracting a client who does not know us in depth but who at some point decided to buy and aiming to become a regular client is more profitable, for this you can use cross-selling or upselling strategies; Through leads, we hook the client through constant and attractive communication such as email marketing strategies, exclusive promotions, complementary products, etc. If you are not related to these terms, we will briefly explain what they consist of:
· Cross-selling: is basically offering additional and complementary products to your main product, to choose them correctly, ask yourself: What products do your customers usually buy together? And what needs can a specific product awaken in them? For instance; If you sell blouses, and add complementary accessories to an outfit, the customer can choose between the main product, a complementary product or the whole outfit in general.
· Upselling: It is when you offer the customer the possibility of opting for a higher category product or for a more complete service for an additional cost, for example; A travel agency offers you the same destination with different packages, in some it includes the hotel + breakfast, and in others it increases with offering medical insurance, tours, etc.
Regardless, if your business is B2B or B2C, knowing the audience to develop strategies is key for eCommerce; convince visitors to leave us information, their email, name, number or some information where we can continue to communicate with them to offer attractive offers that promote a possible purchase and subsequent loyalty. The most common tactic to achieve this, are discounts for first purchase and promotional codes, where once the customer makes their purchase, we can further improve persuasion by offering products that they want or expect from us, to convert the customer at once into a regular customer through email marketing tactics, sms, and thus strengthen our CRM.
Good data management is essential for eCommerce, because users who at some point took a risk and made a successful purchase, have a greater chance of buying again; In addition, if their experience was positive, they can recommend us to others and voice to voice is an advertisement that should not be underestimated, because the recommendations imply a closeness and trust in the brand, which give recognition to it in an organic way.
But not all strategies are based on the customers we already have in traffic, that is why voice to voice is important to mobilize cold traffic to eCommerce.
In order to convert an unknown customer into a regular one, you must convince him to know you, after he takes a look, you must make him trust you and crave your product, persuasion is important to convert him into a buyer, but the process it may take; It is key to know and estimate the conversion process from the moment a customer had the first contact to the final purchase; because on some occasions we feel that we have no return in relation to the investment we make in the tactics (SMS, banner, WhatsApp, etc) but at some point, we notice that we have sales peaks; However, we do not understand where those buyers come from, loyalty campaigns may be the reason that this happens, when that audience is captured, and the purchase process is tracked, identifying what their journey is like and where they leave the cart, we deliver enough data to implement more persuasive, segmented, and direct communication to drive to a future purchase.
The recommendations of other users can make a difference and shorten that process for those who come from cold traffic, that is why having spaces where customers leave us their comments and appreciations, not only work for campaigns and increase the ego of the brand, They help other people who need to go through this cold traffic process to convince themselves and clear up their most common doubts, basically to trust our business.
Knowing your audience is not only knowing their data and tastes, but also those objections or doubts about your product; if they question the quality, the service, the effectiveness of the product, etc; It is ideal that the reviews answer those objections for potential customers, the comments of other users will become beyond a tool for sale, an aid to make the final purchase decision; Therefore, you must be clear with your buyers when encouraging them to review you.
User reviews can boost your sales, an email or a message reviewing your product can be part of your communication and customer service process; To do this, you must specify to users clearly what you want them to do and you can even suggest recommendation options giving them ideas to make a more oriented review to give a solution to the most common doubts of customers who come from cold traffic, Some of the sites that you can use external to your social networks and web, are Google my business and Facebook review.
Generate interesting content
Many believe that eCommerce is simply a kind of digital shelf and this is a wrong perception, since the site must be considered as a living being, upgradeable, adaptable to customer needs and market communication trends; The generation of interesting content, as in social networks is essential in eCommerce websites, the pages must be nurtured with additional and attractive information for the customer; you must know what information the audience requires to convince themselves to buy without so many doubts: product benefits, technical sheets, specific documents; It is not only to deliver a promise of value, but to offer detailed information on the product and more relevant aspects that can influence the purchase on the site, anticipate what the customer expects to find on the site and give them more options; for example, offering various photographic and detailed angles of the product.
To keep the site attractive, we must change the banners, renew the promotions with what is moving in the market, carry out flash campaigns with attractive designs, do A and B tests with banners to determine what type of communication generates more clicks and focus on that type of design; We must always bear in mind that a customer who visits the page today can return in a month and must find new information that motivates him to buy.
Last but not least, to finalize the buying process for a customer who has already gone through all those steps from cold to mild traffic; you must build trust when verifying the security elements; CSL certificates, secure and recognized payment methods so that the person agrees to leave their data and feels safe to carry out transactions on your website.
Validating platforms and payment methods according to the target market is crucial to ensure a fast and secure purchase.
If you have questions or require advice, write to us at info@upideas.us or schedule a Free meeting.
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Chana Fajardo@upideasagency
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