Every online store wants to increase traffic and conversions. But even after having developed a basic strategy, it can be a challenge to decide what marketing tactics you should try.
That's why we put together an overview of effective marketing tactics and e-commerce tools along with ideas to help you implement each approach. The ideas themselves range from direct acquisition to the generation of more repeat purchases from the customer base you already have.
Try to implement one of these ideas every day for the next few weeks. On the last day of your sprint, take stock and find out what tactics worked best to generate new sales.
1. Increase your products
Most of us have heard some variation of the famous "Would you like to increase the size of your order?" It is an example of additional sales, or the approach of selling a slightly more premium product than what the customer was originally considering.
For many companies, additional sales may be more effective than acquiring a new net customer. Sometimes, your customers do not know that there is a premium product available, or they simply need more evidence to understand how an update (or package) best suits their needs.
For example, is one of your product models made of slightly better leather? Or does one have a special handmade component? Be sure to emphasize the difference and ask, in the right places, if the customer may want to update.
There are two main considerations when using upselling to increase sales:
1. Make sure your upsells are related to the original product
2. Be sensitive to the anticipated price range of your customers
Your product has to fit the original needs of the customer, and they may not be excited about a higher price once they have an anchor price in mind. An anchor price is usually the first number a customer sees, and is the number with which it compares other price points. The new product must be much better than the original to be worth the additional cost.
Anyone who has bought a computer is familiar with the screen below. Once you have selected a particular model, companies will generally highlight performance updates (additional sales) or additional accessories (cross-selling) for you to consider.
2. Integrate Instagram
With more than 500 million daily active users, Instagram is one of the fastest growing social applications that connects consumers, influencers and brands.
If you take attractive photos, use hashtags strategically and post at the right times, then you are on your way to building a great Instagram track of people interested in your products. The key to mastering your organic presence on Instagram is the commitment to your followers.
What are some ways to interact with your audience on Instagram? You can try to run contests or go behind the scenes to show your product development process. You can also pay to play on Instagram. For e-commerce marketing, adding products to your Instagram posts and stories gives your followers a direct purchase path, which is key to increasing your online sales.
3. Reduce abandoned cars
True truth: you are losing money every time a visitor leaves your cart without buying.
This phenomenon is well studied. Visitors add items to their carts, but abandon them during the payment process. According to the Baymard Institute, 69.23% of the shopping carts are abandoned.
4. Launch a Facebook store
Although Facebook has undergone a series of changes, it is still a viable platform for social networks and e-commerce marketing.
It is quite simple to start making sales through your Facebook store. Better yet, your Facebook store can be integrated directly with your Shopify store so you don't have to keep a separate inventory.
5. Capture more email subscribers
Dollar for dollar, email marketing is one of the most effective channels available to make sales and generate recurring customers. Approximately 17% of digital marketing spending occurs in email, but provides 24% of revenue, according to a 2015 study by Forrester Research.
There are too many tweets and Facebook posts to keep us up to date, and email can offer more intimate interaction. People are even more protective of messages sent to their personal inboxes compared to their social feeds. In addition, email gives you the space to say things that don't fit in a social media post.
To get started with email marketing, actively promote your newsletter, blog and any other email capture effort to get as many subscribers as possible. Take a look at Huckberry, which makes registering your email list the central focus when you visit your site for the first time.
6. Improve your email campaigns
It is not enough to simply capture a lot of email addresses. Then you must send regular and valuable emails so that the channel is an effective e-commerce marketing activity.
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