Having a website for your business is one thing, but when your business is your website, this can come with many of its own considerations and variables in terms of design and marketing. So what strategies should you bear in mind?
Your Approach to Marketing
Don’t be fooled, running an e-commerce site doesn’t exempt you from having a blog. It’s actually what many successful online shops have in common when it comes to SEO. But what about those less inbound strategies like ad and email campaigns? Applying user data and building strong buyer personas is where a lot of your effort should go. Personalization is a significant part of any successful marketing strategy, but it should be a top priority for online shops. It allows you, for instance, to target your AdWords copy and your landing pages with product suggestions for new visitors. Even a friendly email reminder about that abandoned cart can offer discounts or suggest alternatives based on customer selections.
Getting Your Site Right
Given the immediacy of committing to an online purchase, few types of users can be more hesitant than online shoppers. You should consider a wide range of factors, including how secure your shop seems to be (customer testimonials help), presentation of your site and product photos, and responsive, intuitive navigation. It’s all about finding sweet spots. Too much graphical information can be overwhelming, while too little can be boring. Too many product variation options can lead to indecision, while too few can make your shoppers feel limited. Avoid overcomplicating your site with a large number of sections and dense pages. The experience needs to feel as fluid and aesthetically pleasing as possible.
The Age of Integration
You don’t have to go very far to find a social media platform that has integrated itself with the world of ecommerce. This is true both in terms of function and the accessibility of persona data from Facebook. Among other things, this will allow you to focus the purposing of your website as the delivery method for your personal message as a brand. Using Instagram’s “Shop Now” button and opening a Facebook store — not to mention being smart about your hashtags and engagement — will help bring you to the forefront of today’s e-commerce strategies!
If you want your e-commerce site to thrive in today’s modern marketing world, eKzact can provide you with up-to-date expertise on everything from SEO to site design. Get in touch at (403) 770-3023 today!
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