5 Tips to Boost Online Store Momentum
What makes an e-commerce website a success? Turning your online store into one that thrives involves more than lower price points, digital ads and slick website designs. You’ll need to work toward cultivating a loyal customer base that sustains you now and down the road. Here are five strategies you can implement to boost your e-commerce website traffic and sales.
Remarketing With Pixel Tracking
Consumers rarely move sequentially through a pre-defined buying journey. Before they click “buy now,” they move fluidly, exploring products across multiple devices, platforms and content types. Pixel tracking is a tool that allows you to stay with your prospects as they move through this dynamic process, from desktop to mobile, from Facebook to Instagram. Pixel tracking enables you to match your campaigns to their behaviors with tailored messages around the prospect’s search history, items left in the cart, or with offers to upsell to previous customers. Pixel data is indispensable in ensuring you don’t show the same ad to the same prospect twice.
Capture Emails to Deliver Relevant Offers
Email addresses have an exponential value in driving new sales, ensuring repeat purchases and building lifelong customer loyalty. Are you using every method to ask for email addresses?
- Include pop-up windows on landing pages driven by keywords to ensure you're attracting the right prospects.
- Provide free information or additional product materials, including case studies, in exchange for an email address.
- Use customer emails from purchase histories to share new offers.
Forget email blasts that go out to every address in your database. Segment your email list by demographics, pixel history or gender to ensure your emails are optimized with targeted offers. Ping subscribers to remind them about products in their carts and offer previous customers exclusive information about new products.
Facebook Custom Audiences
By leveraging the email addresses you already have in your database, you can reach prospects that you haven’t already engaged with. Facebook’s Lookalike Audiences is a tool to help you reach prospects who are likely to be interested in your business because they're similar to your existing customer base. The data used to build the audience can come from your pixel data, your email addresses or fans of your Facebook page. Facebook then identifies new people who “look like” your audience so that you’re able to better target them. Why Facebook? With more than 2 billion monthly users, Facebook is the largest social advertising platform, with the lowest cost per click.
Give Shoppers a Reason to Buy From You
Research by the Harvard Business Review found that the single most requested content type is a case study. Consumers want proof that your products will solve their problem. Create content that gives your satisfied customers the opportunity to share compelling reasons to buy from your brand. Developing this type of content requires customer relationships built on truly understanding your customer’s pain points and how your products can help solve them. You can also create content that shows them how to use your products and how to set them up. The goal is to educate, not sell. Keep in mind that by offering this content as downloadable PDFs, you should take advantage of this opportunity to require the consumer to share an email address so you’re able to track and manage.
Optimize Your Amazon Store
When it comes to site optimization, Google is first; if you’re selling a product, Amazon.com is second. Use keywords in detailed titles, product bullets and image descriptions to ensure your products show up in search results. Positive reviews generate credibility and boost product ratings, which drive customers to your store.
These five strategies can help you build better momentum for your online store through content and customized campaigns that generate traffic, lead generation and conversion.
Solomon Thimothy is CEO of DMA | Digital Marketing Agency.