People all round the world had relied significantly on e-commerce over the past few years during lockdown. Strait Times even mentioned in their report that ⅓ of Singaporeans only made their first online purchase since COVID-19 pandemic. That led to more consumers conducting most of their shopping activities online to keep themselves safe from possible virus transmission and comply with the lockdown regulations in response to the pandemic.
With most consumers at home and rarely stepping outside to shop, businesses had no other choice but to transition most of their operations online. Since the business world’s rule of the thumb is to be where your customers are, businesses have created social media platforms and built an e-commerce website to reach out to their target audience.
However, the problem is that it is tough to attract customers to your e-commerce website when there are thousands of competitors. The only way to stand out is to elevate your digital marketing strategies.
Through this blog, you will learn effective digital marketing strategies to implement on your e-commerce website that can help drive conversions.
12 Effective Digital Marketing Strategies To Implement On Your E-commerce Website That Drive Conversions
1. Use Google Shopping Ads
Among all the search engine platforms, Google is the most popular. Considering Google processes more than 8.5 billion searches every day, expect a lot of people to stumble upon your products if you use Google Shopping Ads.
If you are not familiar with Google Shopping Ads, it is one of Google’s search engine results pages (SERPs) that users can browse when searching for a product online. They will find images and product descriptions, including how much it costs.
For example, in this image, the user is searching for “a wooden bed storage”, which prompts Google to automatically generate ads (brands that use Google Shopping ads) that are relevant to the user’s search intent. In this case, Google provides several results so the user will have more options to choose from, which smoothen their shopping experience.
Using this digital marketing strategy helps drive conversions on your e-commerce website since potential customers will have higher exposure to your product when using Google Shopping Ads.
2. Boost Product Visualisation
Even though images of products help attract customers’ attention, they are no longer enough to convince them to make a purchase. Unsurprisingly, it is hard to buy something that you have not yet tried before, let alone see whether it suits you or not.
One way to solve this problem is to boost your products’ visualisation. Besides allowing your customers to zoom in on images of your products, let them try the product using augmented reality (AR). They will get a 360° perspective of the product that can help them with their purchase decision making.
AR is one of the immense learning technologies that businesses include to boost product visualisation. It works by allowing customers to wear a 3D version of the product they want to get, which is why having AR helps customers with their purchase journey online.
Shown above is an example of AR.
3. Remarket Campaigns To Customers With Display Ads
Another effective digital marketing strategy you need to implement on your e-commerce website is remarketing your campaigns with Display Ads.
Remarketing is a digital marketing strategy that allows you to reach out to people who visited your e-commerce website by tracking where they are on the internet using web cookies.
LEARN MORE: How To Create A Successful Remarketing Campaign?
The web cookies of your e-commerce website will relay the data gathered to Google ad management to generate Display Ads wherever they go after they have viewed your products or added some to their shopping cart but did not make a purchase.
4. Leverage Wishlists
Having a wishlist on your e-commerce website allows customers to window shop items that capture their interest. Window shopping is a method consumers use for the products they intend to purchase later.
The problem, however, is that, depending on their lifestyle, some customers might have forgotten the items they added to their wishlist. To nudge customers to purchase, leverage the wishlist of your e-commerce website by sending them a reminder. It will create a feeling of urgency if you send customers a reminder email or push notification about a wishlist.
5. Turn Likes Into Sales
Online shopping is no longer limited to e-commerce websites. When social media platforms like Facebook and Instagram have added a marketplace to their ecosystem, it gives businesses more opportunities to attract customers and increase conversions. After all, they only need to turn likes into sales.
The images below are examples of how GoPro promotes its products on Instagram. They lead its potential customers to its e-commerce website to learn more about what they are offering.
Here is how this digital marketing strategy works:
- Create a business profile of your e-commerce business on your chosen social media.
- If you have chosen Instagram, tag your products in your organic feed or story post on your business profile and attach a product catalogue to Facebook (Instagram’s parent company).
- Anyone who has seen your post no longer has to go to your e-commerce website and find the product they stumbled upon on social media.
- Social media users only need to click on your post and they can shop there or get directed to the web page where the product is.
6. Enhance Promotion And Campaigns With Pop-Ups
Enhancing promotions and campaigns with pop-ups is another digital marketing strategy you can implement on your e-commerce website that drives conversions.
Pop-ups are additional windows that temporarily take over the visitor’s screen when they land on an e-commerce website, providing them with new deals and latest updates about your brand. Pop-ups can tempt or encourage them to use that discount offer when they purchase or grab their attention to sign up for your newsletter.
Here is an example of enhanced promotions and campaigns with a pop-up from Penshoppe. This clothing store includes a twist by using a wheel of fortune. Customers have more chances to get a better discount offer by spinning the wheel, hoping they are lucky enough to win more.
For newsletter pop-ups, here is a good example from MAPAMUNDI. This children’s clothing store entices parents to sign up to get better deals directly in their email inboxes.
7. Gain New Customers With A Referral Marketing Programme
You can also drive more conversions and gain new customers with a referral marketing programme. This digital marketing strategy works by encouraging existing customers to refer someone they know to try your products, and in return, they will get something from you.
The reward you can give to your existing customers depends on the scheme of your referral marketing programme. For example, DropBox offers up to 16 GB of free space to its customers by inviting friends to join and sign up for their platform.
8. Flexible Delivery Options
Another way to drive more conversions on your e-commerce website is to offer more flexible delivery options. According to Statista, 26% of online shoppers often abandon their shopping cart if the estimated delivery time takes longer than they expected.
To prevent that from happening, make sure to offer more delivery options like express shipping. Your customers who urgently need the product would love it since they no longer have to wait for days or weeks if they were to choose the express delivery service when they shop on your e-commerce website.
Brands like Nike can relate to that, which is why they offer two delivery options for their customers to choose from when they are going to buy something from their e-commerce website. With this, expedite the time when they can receive their orders online.
9. Optimise Voice Search
You can also drive more conversions if you optimise the voice search option on your e-commerce website. If done correctly, more of your potential customers can find it when they search for something related to your products or services using voice search. With 27% of the global online population using voice search on mobile phones, such a case is not surprising.
The image below shows how voice search works when potential customers search for something online. In this example, the end-user uses voice search with a voice assistant like Siri to find answers on the topic they are curious to know.
10. Focus On E-commerce Website Speed
The slower the loading speed of your e-commerce website, the more you will turn away any potential customers. If your e-commerce website takes longer than 3 seconds to load, from texts to images, expect 53% of visitors to leave right away.
To avoid losing more than half of your website visitors, you need to improve your site’s loading speed. Here are the things you need to do:
- Optimise the plugins used
- Optimise images
- Cache web pages
- Often assess your website’s loading speed
11. Write Blog Posts For SEO
To help your e-commerce business ranking higher on SERPs, you need to write blog posts for search engine optimisation (SEO) that will lead potential customers to your e-commerce website. SEO is a digital marketing strategy that helps your web pages appear more often by adding keywords to the content related to your products or services.
Your written blogs will help consumers with their relevant search to find out more before finalising their purchases. When someone searches for terms related to your niche, they are likely to come across your optimised blog posts. If that intrigues them, they will click on that, which makes them land on your e-commerce website and read through your blogs as part of their research.
In that case, consider writing blog articles about the pros and cons, features, ways to use them, and many others, and make sure to relate them to your e-commerce business. Doing so will provide valuable information to your customers so they can make a more informed purchase decision.
In return, your e-commerce website will have a stronger web domain, and in the long run, your web pages will rank higher on SERPs. This will allow more potential customers to be able to find you on search engines.
12. Engage With Customers Through Live Chats
Even though online shopping provides buyers some time alone to browse products or services, there will always be a time when they have questions in mind. These inquiries can be something that the FAQ page cannot provide answers to, which customers can only get by asking the questions to a salesperson.
Instead of emailing their inquiries and waiting for hours to days to get a response, engaging with your customers through live chats can help drive more conversions. With more personal-level and quick replies, consumers will feel they are valuable, and that can nudge them to purchase on your e-commerce website.
In the case of Samsung, they added a live chat bubble in the lower right corner of the screen so visitors can click on it whenever they are curious to know something about their niche. Then a live representative from Samsung will be there to answer the questions their customers have in mind.
Up Your Digital Marketing Strategies For Impressive E-commerce Growth
Elevating and implementing digital marketing strategies on your e-commerce website is a powerful way to drive conversions and nurture growth. Engaging with an award-winning digital marketing agency can help you elevate your digital marketing strategies and efficiently manage your e-commerce business.
Contact OOm at +65 6391 0930 or leave a message on our website if you need a hand to implement all of the mentioned digital marketing strategies.