One issue that haunts every marketing expert out there:
How to turn an e-store visitor into a customer? There are at least a couple of elements that determine whether a user starts a purchasing process and finalizes their order. At each stage of the process, they can come across a barrier that will effectively discourage them from placing their order. For an e-store owner, any such change of mind means lost profits, reduced conversion rate or higher advertising costs. This, in turn, forces you to reorganize your working time, since now you must spend it on in-depth analysis of your store or advertising campaign, searching for any barriers to purchase or errors.
How to deal with this problem? What should you do to ensure that campaigns conducted in different areas of e-commerce ensure a high conversion rate?
Positioning your online store in search engines
Nothing in life is simple… Sure, it’s a cliché, but it does make sense when it comes to positioning. If you want your positioning efforts to work, it’s not enough to take care of the title, descriptions with well-selected key phrases, meta descriptions, linking etc. Of course, this will bring organic traffic. However, if you position the phrase “double wall glass”, but the website of your store will only display a product page with one picture, a description in the form of wall of text, and poorly located CTA such as “Add to cart”, then all the effort will go to waste. Before you get down to positioning, ensure good ergonomics, transparency and usability of your store.
Paid advertising in search engines: Google AdWords and Google Shopping
Both Google AdWords as Google Shopping let you place your products in a search engine almost immediately after you launch your campaign. To be able to successfully obtain traffic from this source, you must optimize your ad taking into consideration the target group, location, industry, and competition and stand out among the other advertisers. Once you start your product campaigns, you must monitor them constantly, analyze them, and draw conclusions to further test solutions that will get you a higher conversion rate. Why not use product feeds, which are more effective than editing individual criteria directly in the Google editor? Preparing an xml file is extremely important, because it determines whether your ads are properly displayed to the users. Fill out the custom fields, too, as this may increase the visibility of your ads.
Price comparison engines
It’s fairly simple to put your offer on price comparison engines. Here, you can also benefit from a well-optimized product feed. Send it to an affiliate network, which will then introduce your offer to price comparison engines. Consumers use these tools to compare prices; if yours isn’t the best on the market, it won’t be easy to get great results. But remember that people also use this kind of websites when looking for confirmation that a given store is the real deal. And it is worth it to build your competitive edge on this aspect. Even if your price is slightly higher than that of the competition, it’s the excellent reputation that can get you the results you’re aiming for.
This is still a very effective tool for acquiring sales leads. Still, very often you get the feeling that you could squeeze out way more than you do out of newsletters. Here to help are certain “cosmetic” upgrades you must implement. It is necessary to perform A/B testing that will show you how even small changes in the subject, graphics, or placement of CTA can boost the efficiency of your campaign. It’s also a good idea to optimize the HTML code of your messages and check whether they are correctly displayed in all types of browsers. Optimize the sending schedule of your newsletter. Your subscribers may be active at hours you wouldn’t think about yourself. Find out when that is. It is also recommended to see if the messages are not marked as spam by e-mail clients. Suitable tools will help you bypass filters and have your e-mails displayed in the right box.
As you can see, there is no standard recipe for great success when it comes to sales or getting your conversion rate above the 2% barrier. To get satisfactory results, you must constantly test and implement the most effective methods. Whether your campaign focuses on positioning, advertising on search engines, using price comparison engines or e-mail marketing, you need a constant analysis of results and the right response to data collected in the course of your campaign.