The eCommerce industry is becoming oversaturated, as the global pandemic in 2020 forced even more businesses to go online in order to survive. Failing to create an online store resulted in complete business halts for many companies.
As a consequence, more eCommerce businesses translate into a more competitive business environment, and that only makes it more difficult for companies to win over customers. For all of you who would like to attract more eCommerce customers in 2021, we’ve compiled a list of tips to help you out, so keep on reading.
Work on your homepage
It is important to grab the attention of customers as soon as they land on the store’s website. As the vast majority of new customers will land on the homepage, this is the first page they will see when they enter the website.
It is essential to have a homepage that leaves a great first impression on the visitors and the best impression is made when a page appeals to a customer’s needs directly.
Let’s take Amazon’s website for example. Its homepage shows products based on a customer’s shopping history (and patterns) as well as relevant holidays or events.
Something similar can be done on every online store by implementing a machine learning extension that displays dynamic content. However, this would require access to information about a customer and having such information about people that are visiting the website for the first time is almost impossible.
Still, this does not mean that there is no data about them. Keep in mind that visitors end up on a website through a wide range of different avenues. It is possible that a customer has landed on a homepage by clicking on a personalized email or an ad. Maybe some of them found the website on the business’s social media pages.
Gather this data and work on the homepage to create a more personalized experience for visitors, as this is what creates a great first impression.
Master the social media game
Being present on different social media platforms will be extremely important in 2021. This is one of the crucial social media marketing tips to have up your sleeve.
For a start, take advantage of the most popular social media platforms such as Facebook, Instagram, Pinterest, Snapchat, Twitter, and even Reddit. These platforms should be seen as great ways to connect with customers both through organic and paid strategies.
In the last two years, content consumption on Facebook has increased significantly. Add the fact that it is estimated that almost 75% of online users are either on Facebook or Twitter, and the equation becomes quite simple.
All of this points to the fact that social media platforms provide eCommerce stores with a great way to reach new customers and make a good appearance online. This is usually done through effective social media marketing strategies where paid ads, engaging content, and real interactions with followers are implemented.
SEO is still important
As it was mentioned above, the industry is becoming overwhelmed with businesses from all parts of the world, so being visible on search engines plays a vital role for every eCommerce store.
Search engine optimization covers all methods and techniques used to improve a website’s search engine ranking. To start optimizing the website for better rankings, consider the tips listed below:
- Focus on efficient keywords. Every SEO professional’s first step is to set up efficient keywords. Do keyword research to choose the ones that suit your business and know that long-tail keywords can really help a website rank highly in specific niches.
- Include strategic keywords in anchors. Make all the links that point to your pages look natural with good anchors and use strategic keywords you wish to rank for.
- Do not copy or plagiarize content. Duplicate content can lead to a penalty by Google and result in your website being erased from search results. Ensure that every content piece is authentic to avoid serious penalties for duplicate content.
- Optimize product images. An eCommerce store heavily relies on images because people can’t see and try items in person. The images need to be high quality, compelling, and unique. In addition, make sure to fill out the ALT tag for each description to boost SEO.
- Improve website usability. Your website navigation has to be smooth. Offer relevant landing pages a clear navigation path and link well to your product pages from your homepage.
If there are no SEO specialists currently hired at the office and all of this seems too difficult and complex, consider seeking services from agencies that specialize in eCommerce SEO. A good SEO professional knows what needs to be done to rank high and make every search engine algorithm work in your favor.
Implement PPC ads
Pay-per-click advertising is rather simple to understand. A user pays for each click an ad receives and these clicks can transform into new customers.
Paid advertising works well for high purchase intent searches, and that surely makes it one of the better methods to attract new customers.
The most common PPC advertising is search engine advertising, such as Google Adwords or Bing Ads. They allow users to bid on specific keywords with advertising campaigns and content they create. They also allow users to compare the results of these campaigns to see which one performs best and what they can improve.
Keep in mind that PPC campaigns should be continuously tested for copy, images, audience and keywords. These parameters can change as the target audience changes all in line with industry and social developments. So keep an eye on what the industry environment is and then devise PPC strategies based on that.
First, build a great social media presence and develop a decent fan base. Once the followers start generating the content that revolves around your business, take it to your advantage.
Customers that write blog posts about a business’s products will be glad to see their writings published on official social media outlets or even official business blogs. This is a good example of how a business can use user-generated content to attract even more customers.
Gone are the days when people trusted ads, and customers now trust other customers for recommendations more than anyone else.
These are the content types that should be used and promoted on official business channels (website, blog, social media pages, etc.):
- Written articles
Offer special deals
People adore promos, discounts, and all deals that they perceive to be special. There is a psychological trick that lies behind promos and discounts. People don’t care that they saved a few dollars, they actually believe that they have made a smart purchase if the product was on sale at a lower price.
However, if it is not possible for a business to offer discounts right away, it would help if free shipping was included. The word free is a magical one that triggers positive feelings among customers. When a store proposes free shipping to its customers, the number of purchases increases considerably.
Keep in mind that the shipping fee is often to be blamed for cart abandonment cases.
But if a business does not have the luxury to offer free shipping to every customer, it should at least consider offering free shipping for larger orders. For instance, you could offer free shipping to customers that have orders exceeding $50 or even $100.
In turn, customers will be glad to tell their friends how nice it is to have a business that offers this benefit to its customers. That will, without a doubt, attract more eyes to the website.
Prepare well for this year, as the business environment will probably be a bit more competitive than what you are used to. However, keep in mind that tough times create tough people, especially in the world of business.
Consider the tips you have just read and make sure you do your best to apply them if you want to grow your business in 2021.