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Ecommerce Trends 2020: 10 Proven Ecommerce Marketing Strategies to Boost Sales & Revenue

Before reading this article just hit this keyword in Google and see the total search results – “eCommerce Marketing Guide“.

Checked?

Millions of articles and guide are already published for this topic but, only few guide has the most updated information on eCommerce marketing strategies.

This guide is one of it 😉 So, let’s begin !

Whether you have just opened your online retail store or have been running it for quite a few years, you would always like to increase sales. Why shouldn’t you?

The global Ecommerce is expected to reach 5 trillion by 2021. And you certainly want to have your piece of the pie.

However, growing an online retail store is an uphill battle.

Big players like Amazon and eBay with their inexhaustible marketing budgets can easily sway customer sentiment. What should a small online retailer, like you, do to increase sales?

Don’t worry, We have the answer for it – Implement ecommerce marketing strategies smartly!

Yes, smart ecommerce marketing is the only way to beat the competition and grow sales for your online ecommerce store.

In today’s post, We are going to discuss #10 proven eCommerce marketing strategies that will bring success in 2020. 

What is Ecommerce Marketing?

Ecommerce marketing is nothing but a practice to bring prospects/customers to your online store, convert sales, and retain those customers who purchased from you. It also includes reaching out to prospects/customers who abandoned their shopping carts and persuading them to complete transactions. Smart isn’t it?

Ecommerce marketers often rely on search engines, social media, emails, and digital content to drive relevant traffic to online stores. There are many offline marketing ways to boost the online sales like print advertisement, Television Ad placement, Banners and hoardings, Newspaper advertisements and radio ads as well. But, the main thing is that this advertisement platforms are quite costly compared to digital marketing platforms. So, Here we are going to introduce you some of the finest ecommerce marketing tips from digital platforms to get good sales and revenue.

Proven Ecommerce Marketing Tips for 2020

#1- Optimize Your Product Listing 

Optimized meta can help individual products rank on Google. So you must optimize your product listing to increase conversion rates in 2020. 

Here are some tips to optimize product listing:

  • Title should include all the details (Product name, size, color etc. – Depends on product category)
  • Categorize your products strategically
  • Use beautiful headers to divide content into small chunks
  • Write persuasive product descriptions 
  • Include reviews and ratings on product pages
  • Clear Shipping details information on Landing Page
  • Promo / Coupon / Offer details besides Product Price
  • Personalize the shopping experience for your users.
  • Add high quality product images
  • Related products information just below the product

Here is one wonderful product page example containing all the relevant details cryst and clear.

Pro Tip – Well optimized product title & description also helps you to show product listing ads on targeted keywords from Google Ads / Bing Ads shopping campaign.

Optimizing product listing is the first step toward boosting sales of your business.

#2- Leverage Social Media Marketing

Social media platforms used by marketers are growing each year. Data suggest that 2020 will also see growth.

Image Source: eMarketer

As an Ecommerce retailer, you cannot afford to stay away from social media if you want to beat your competitors and grow the business in 2020. Proper social media marketing for an ecommerce business will not only help in sales but in branding as well. Running paid ads on social media can also increase the brand awareness so, one can’t miss the opportunity to promote their ecommerce business on social media platforms.

Our guide to data-driven social media marketing strategies to promote your business online can help you to get started. Promoting ecommerce business on social media is just half work done so, here you need to push the strategy further. Before social media ecommerce businesses has limited resources for customers. They provides customer support services via email, phone call & live chat medium. But, now people prefers to complaint over social media because they need quick solution. Due to this immense audience base over social media it forced ecommerce businesses to hire social media team specifically to resolve customer queries and social media marketing.

#3- Create An Awesome Loyalty Program

It goes without saying that you need to put more effort into converting new leads into customers than selling to your existing customers.

So, you should try to sell more products to your existing customers. And a good way to make it happen is to create an awesome loyalty program.

Here are five tips that can help:

  • Pick a great name 
  • Reward a variety of customer actions 
  • Make ‘your reward points’ available 
  • Offer multiple opportunities to enroll
  • Make your loyalty program fun to continue

Make 2020 a great year for your loyalty program.

#4- Design a Lucrative Affiliate Program

Affiliate marketing is an effective yet economical way to increase sales. And the best thing about it is you will have to pay only for results.

Here lucrative affiliate program should be included in your Ecommerce growth strategies for 2020.

Here are three proven tips to grow your sales through an affiliate program:

  • Recruit affiliates smartly (niche-specific sites with a minimum of 100 unique visitors daily)
  • Run black Friday deals & cyber monday deals for your affiliate partners (Ecommerce Holiday Sale Season)
  • Try to include niche influencers in your affiliate program

Below is one such example of Blue Nile Affiliate program.

Having a good affiliate program can increase your sales without you making any effort. So don’t delay to design a lucrative affiliate program for your ecommerce business.

# 5- Power up Your Marketing Emails

More and more Ecommerce businesses will focus on email marketing in 2020.

Why? People check their emails many times in a day, and a well-crafted email marketing campaign can help you get many customers quickly.

However, you should understand that Ecommerce marketing is not only about crafting great marketing emails you also need to get your email sequencing right. Your email subscribers can opt-out if they often receive emails in a wrong sequence.

Following are seven types of preffered emails you should start sending in 2020:

  • Welcome emails 
  • Engagement emails
  • Offers / Discount emails
  • New Collection emails
  • Cart abandonment emails
  • Upsell/cross-sell emails
  • Thank you emails 

To maximize the success of your email marketing, you must focus on event-based email marketing. Just make sure you don’t spam the customer’s mail else they will opt-out for sure. Email marketing gives the best conversion rate for ecommerce business niche as the chances are high to convert them as a customer. So, prepare your email marketing strategy accordingly.

#6- Rope in Influencers to Shout Out Loud

Influencer marketing will play an important role in 2020. However, the focus will be on micro-influencers. Why? – The reason is below.

It has been observed that having a big number of followers doesn’t always work. In fact, an Instagram star with 2M+ followers couldn’t sell 36 t-shirts, says a report. What’s more, one has to pay a hefty fee to rope in big names.

On the contrary, micro – influencers with loyal small audiences can do wonders for your online retail store. And you don’t have to break the bank to rope in micro – influencers.

My friend, micro – influencers are the marketing force of the future. Start making relations with micro – influencers if you want to leverage the true power of influencer marketing in 2020.

Recently Facebook also launched their own Brand collaboration tool where businesses/brands can collaborate with influencers to advertise their products. So, if you are looking for micro – influencers then just check out this amazing tool to collaborate with influencers.

#7- Target Users Who Abandon Shopping Carts

Not all who add products to the shopping cart complete the transaction.

According to a study, 69.57% is an average documented online shopping cart abandonment rate. Indeed, this is a big number. By targeting these buyers, you can boost your sales in 2020.

Here are the common reasons why shoppers abandon the cart.

Work on the above reasons and target those who don’t complete transactions with the help of retargeting ads and email marketing campaigns in 2020 to grow sales.

Here is one email marketing example for those users who abandoned cart.

Same way ecommerce businesses can run Dynamic remarketing ads in Google ads and catalog ads in Facebook to grab sales from abandoned cart users.

#8- Create Persuasive Content That Sells

Content marketing is super effective to build awareness for your retail store.

Celebrated marketing guru, Seth Godin once said, “Content marketing is the only marketing left.” 

Persuasive content will play an important role in 2020 to grow sales. And you should amp up your content team to create persuasive content throughput the next year.

Make sure that you publish at least 2-3 detailed articles based on the latest trend per month and promote these articles aggressively on different platforms. Publishing long shopping guides are found to be effective in lead generation.

Also, you should write guest posts on leading websites in your industry to build awareness.

#9- Improve Cross-Selling

If you improve cross-selling in 2020, your profit will go up quickly. What exactly is cross-selling?

It is nothing but pitching relevant products to your customers in addition to products they are already interested in buying.

Suppose, Rita (your customer) is interested in buying a screen protector for her mobile phone, you can pitch mobile covers, screen cleaners to her.

How can you choose the products to cross-sell?

Here is a thumb rule: Product to cross-sell are custom designed to work with the primary product.

The product page and checkout page are good places to showcase products for cross-selling.

What are you waiting for? Check your product catalog and pick products for cross-selling in 2020.

#10- Invest in Paid Marketing 

If you’ve just started your ecommerce Store and want to increase your sales instantly, then nothing beats paid marketing.

For quick results, online retailers will rely on paid marketing in 2020 too.

As Google is dominating the online search domain, Google Shopping Ads will lead the paid marketing in 2020. And Google Shopping Ads will be followed by Facebooks Ads, Instagram Ads, Bing Ads shopping campaigns.

For any ecommerce business Product listing ads / shopping ads are the most preferred ad type to start with. Don’t opt for search or display campaign at first but go for shopping campaigns and dynamic remarketing campaign to grow sales and brand awareness.

Important Paid Marketing Tips for eCommerce Business

  • Start shopping campaign / product listing ads in Google Ads, Bing Ads, Instagram Ads & Facebook Ads
  • Run Smart shopping campaign in Google ads to get good ROAS
  • Set promotion in Google Merchant Center, Facebook Ads & Bing Merchant center to get good CTR and revenue
  • Use high quality and relevant product image in Shopping Feed / Catalog
  • Start brand search campaign to run ads on brand keyword

You must keep aside a paid marketing budget for 2020 if you want to stay ahead.

Final thoughts,

Your competitors are not going to disappear in 2020, so you should execute the best E-commerce marketing strategies to outgrow them. If you follow the above pointers smartly, there is no reason why you wouldn’t be able to grow your business in 2020.

What about you? Do you want to share any other Ecommerce marketing tip for 2020? Please share it in the comment section. I’d love to know about it.

8 Best Shopify Apps to Boost Your Shopify eCommerce Store ROI

Shopify is one of the most popular and easy to use eCommerce platform and if integrated properly, it can boost your eCommerce sales at large extant. There are thousands of Shopify apps available on their official portal which is recommended to use with your store. In this article, we will be discussing about those app which you can use to optimize your eCommerce store for better performance.

If you recently launched your store at Shopify or looking to boost your sales quickly, this article is for you. Here you will learn about how to integrate Shopify apps to improve the performance of your eCommerce store quickly. Before I share the apps, lets see some interesting facts about Shopify.

It is one of the fastest and easiest way to set up an online store and has convinced thousands of businesses across the globe to use its services. As per builtwith statistics, there are more than 26,15,389 Shopify merchants as of today and out of them 10,53,433 are live websites at the moment. Interestingly, Shopify crossed 1 billion in revenues in the year of 2018 and the total revenue in the fourth quarter of 2018 was $343.9 million, a 54% increase from the comparable quarter in 2017. You can do the estimation! Another important thing to note here would be that Shopify merchants are present across 150 countries, making it the most popular shopping solution.

All of this being said, being able to sell is quite different that being able to come up with your online shop. However, Shopify again comes to the help, with more than 2000 useful apps that makes your ecommerce venture more productive. As more and more standalone ecommerce solutions are becoming the game changer in online marketing, Shopify has been able to customize quite a few of them to be easily integrated into your shopping website. They range from email marketing (MailChimp), accounting tools (QuickBooks Online) to CRM and Salesforce related tool. Cloud ready, intelligently designed, cost effective and portable, these apps will be able to bring together clients, customers and the business on an operational level. App integration with Shopify is a simple process, saves a lot of time, eliminates data duplicates/related errors, offers smarter insights, makes apps customizable, and makes selling smarter.

Here are 8 such Shopify apps become widely popular among Shopify users in the recent months:

Best Shopify Apps

#1 Google Shopping Feed

Google shopping feed shopify app

Google shopping ads can be your best source of traffic once you launch an ecommerce store. Shopify is offering their own shopping feed app but if you are looking to optimize the shopping ads campaign in Google ads, this shopify app has lot more features to offer.

The developers of this shopify app has worked with over 150 plus store and based on their vast experience, they developed this app to solve all different problems associated with shopping feeds and Google ads campaign creation. Some of the most interesting features are:

  • You can submit all product variations
  • It can instantly sync with Google merchant center
  • Allow you to optimize shopping feed products title and descriptions
  • You can create promotion feed for all or a specific product from this app
  • The interface is very easy to use

I personally liked this app because of their support! yes, their support is very prompt and their team is having very good knowledge of Google shopping ads. They will not only help you to fix feed related issues but also will help you to optimize the Google shopping ads campaign.

#2 SEO Image Optimizer

seo-image-optimizer-shopify-app

Developed by Booster Apps, SEO Image Optimizer for Shopify is an all time favorite with more than 4000 reviews and nearly 1 million images processed with it. Using this app, sellers can turn their product images into SEO marketing tools and expect an improved rank in Google SERP. The app gets installed in just 30 seconds and will require zero coding knowledge.

Developer Booster Apps

Reviews & Ratings 4300+ Reviews (5 Star Ratings)

Price Free Forever

#3 Free Shipping Bar

free-shipping-bar

Shipping fee has always been a surprise for most online consumers and this is also where most shopping carts are abandoned. This app integration is however targeted to increase you overall order values and thereby boost sales. The ‘free shipping’ bar featuring on your product page will allow customers to gain more confidence and according to latest reports, free shipping enhances online purchases by more than 88%. The “Free Shipping Bar” is completely customizable and can display several kinds of messages including “free shipping above $50” or “Free shipping across Canada”. The app is completely optimized and also helps in geo targeting.

Developer Hextom

Reviews & Ratings 8800+ Reviews (5 Star Ratings)

Price From $0.00 / month

#4 Sweet Tooth Loyalty Program

loyalty-program-shopify-app

The concept of loyalty program is about offering special rewards (discounts and cash backs) to regular customers. Sweet Tooth Loyalty Program app will add points with every buy that a customer makes and allow it to be redeemed against free products. This will also more likely encourage repeat purchases. You can customize the loyalty points for purchases made, referrals done, social shares by customers, new account registration, birthday bonuses, social follows, and other types of weekly rewards.

Developer Sweet Tooth

Reviews & Ratings 3300+ Reviews (5 Star Ratings)

Price From $0.00 / month

#6 Plug in SEO

plug-in-seo-shopify-app

If your ecommerce store is having problems and issues with search engine optimization, Plug in SEO would be an app worth trying. On installation, the app will check your SEO performance, analyze SEO data and offer suggestions for improvement. This will include issues with page titles, product headings, Meta descriptions, structure of blog posts, uniqueness of content, loading speed, image optimization and much more. The instruction for improvements is also followed by code snippets that can be integrated into your Shopify admin to power up your SEO.

Developer Plug in Useful

Reviews & Ratings – 2000+ Reviews (4.7 Star Ratings)

Price From $0.00 / month

#7 Upsell on Exit & Visit

upsell-exit-shopify-app

A last minute special offer will always ensure that a shopping cart is not abandoned and the customer will come back for a repeat purchase. The same applies when a potential customer is visiting an online shopping platform for the first time. Using pop-ups, this Upsell on Exit & Visit will display coupons for free shipping, special discounts, special prices, added gifts and other informational / promotional messages. Upselling strategies like this have been helping several Shopify businesses reach maximum revenue targets from their eCommerce Store. The app comes with an insightful editor and can be thoroughly customized. Embedded code snippets will ensure that the cart is calculated automatically.

Developer SpurIT

Reviews & Ratings – 500+ Reviews (5 Star Ratings)

Price From $0.00 / month

#8 Email Collection Bar by Hextom

email-collection-bar-shopify-app

Email marketing is a crucial means of lead generation of any online sellers. The bigger the subscription base, the more leads can a business hope to generate through special emails and promotional campaigns. Well, Email Collection Bar app comes up with an email collection banner and visitors can expect discount coupons on providing a valid email address. The email is automatically synced with your MailChimp / Klaviyo / Soundest database and you also have an option of exporting it to a CSV file. The app also offers advanced geo targeting and you can choose to set bars for visitors from specific countries. Sellers can hope to integrate this app with zero coding knowledge and seek unlimited number of impressions.

Developer Hextom

Reviews & Ratings – 500+ Reviews (5 Star Ratings)

Price From $0.00 / month

#8 Better Coupon Box [Not Working]

better-coupon-box-shopify-app

Statistics suggest that 50% of visitors to an ecommerce store are likely to switch to a different portal if they don’t see something exclusive. Using Better Coupon Box, you can tackle this challenge by offering special coupon pop-ups in exchange of voluntary marketing like social shares, likes, subscriptions and others. This way, you not only increase your conversion rate but also your fan base on social platforms.

Developer Beeketing

Reviews & Ratings 1700+ Reviews (5 Star Ratings)

Price From $0.00 / month

It is important to understand that the needs of each online business are specific and there will be some apps that provide more value than others. It is necessary that online sellers understand the areas they are lacking in and the ones that can offer more potential in branding, marketing, sales and SEO. Consequently, the right choices can be made. While none of the above apps require coding knowledge, it will also be advisable to consult your developer for the best results.

13 Examples of Event-Based Email Marketing for eCommerce Business to Boost Conversion Rate

Are you an eCommerce business owner or associated with eCommerce businesses? You must check this article that will help you to plan additional revenue generation channel for your eCommerce portal.

You must be utilizing various acquisition channels like SEO (Organic result), PPC (Pay Per Click), Affiliate marketing, Email Marketing etc to drive traffic to your website. Now think about the acquisition cost! yes, every visitors count when you are spending tons of money to acquire visitors to your website.

Do you have a strategy to target visitors:

  • Who visited your website but didn’t make a purchase?
  • Who bought a product from your website but before long time!
  • Who added a product into cart but did not place an order

For eCommerce businesses, email marketing is also considered as the best medium as it gives the maximum conversion rate if you have a proper targeted list. Many eCommerce businesses still don’t know how to use email marketing in a proper way and still sends the common email to their customers which may or may not drive the proper conversions. It is an art to utilize this opportunity and if implemented properly, you can definitely generate good number of order from these audiences as well. In this article we will talk about how to use event based email marketing which opens several doors to grab conversions for your eCommerce business.

Event-based marketing or EBM refers to marketing strategies that are directed towards an event in the life of a customer. Event based marketing is very crucial in ecommerce marketing. An event can be something predictable and basic such as a birthday, an address change, a news story, a social trend, end of contract, a blog share, or the purchase of a product. It can also be something more personal and detailed such as a marriage, a pregnancy, or a large withdrawal from the customer’s bank account but in ecommerce business these events won’t be much helpful. The events that you will use as reasons or triggers to reach out to your customers will vary greatly depending on your customer base. As mentioned earlier, for ecommerce business events would be different and here is the complete guide of using various event based marketing for your business.

The benefits of event-based marketing in eCommerce

EBM focuses mainly on individual behaviors and this makes it more of a marketing pull than a marketing push. This is because customers initiate communication depending on something that they do, instead of being targets segmented or identified by marketers for a specific service or product. Event-based marketing can boost brand recognition and drive profits efficiently and quickly. It generates impressive ROI since marketers engage every customer depending on his/her actual interests or behavior instead of pushing sales promotion or marketing campaigns based on a targeted segment. Event-based marketing is usually a more personal form of advertising and can enable businesses to form personal connections with their customers. In addition, EBM is a great strategy that allows e-commerce businesses to respond to the needs of their customers at precisely the right moment.

Types of customer events to focus on

Event-based marketing begins with a variety of events in a client’s life. Ecommerce businesses need to identify meaningful events, associate with the right interaction channels and use the necessary information content to provide an optimal response and constant dialogue with every individual. Events are usually external to the individual client, but they will also trigger a precise action by the marketer. Customer events will vary greatly depending on the business. Some examples include the following

#1 Welcome after signup and after purchase

Marketers can welcome customers after they sign up and even after they make their first purchase. This can be achieved by sending a welcome email. You can also send them promotional items that are meant for new customers depending on your business, for example, a free trial follow-up from Grove below.

Or, you can send one simple welcome mail after sign up just like Berricle. Check below example.

For clients that sign up but have not yet made a purchase, a sequence of email nurture series will help to educate your customers about your brand, product, and niche. A welcome message or email should follow a service or product-centric customer activity, for example, inquiries or interactions with the business through a webpage, or mouse-clicking on specific items. Once the customer clicks on mail and visit landing page then welcome them with some good offers like below.

#2 Anniversary of first purchase

Ecommerce businesses can take advantage of the first anniversary of purchase to market their existing or new products to their customers. Reminding your clients about the purchases they made in the past may trigger them to make a new purchase, particularly if they are regular buyers. Don’t forget to send some good ecommerce promotion offers along with it.

#3 Customer’s birthday

Ecommerce businesses can use customers’ birthdays as an opportunity to make a sale or market their brand. You can send a birthday wish, printable gift cards, coupons or special offers to your customers to celebrate their big day. Many customers will remain loyal to businesses that remember personal events such as birthdays.

#4 Pre-order promotion

A pre-order promotion can be beneficial for businesses that have a growing audience because they can help you start building buzz before the actual release of your product. Brands frequently provide perks for preorders to help them get more purchases. For example, providing items or discounts on purchases available to people who pre-order at no extra cost. This strategy is used successfully in the gaming industry for new video-game preorders. Exclusive items are used to generate large preorder sales and still generate earned media around the new product launches.

#5 Refer a friend

A referral program can be an excellent way of getting new customers for your business. Most clients will readily refer their friends and family to brands that they love. Make sure that you endorse your referral program to ensure that everyone knows about it. Share it on all your social media pages and send them to your business email list.

#6 Abandoned basket

Businesses lose money whenever visitors abandon their carts without buying. Research by the Baymard Institute confirms that about 69.23% of shopping carts are abandoned. Ecommerce businesses need to address hesitations by shoppers to remind them to complete their purchase. Don’t worry you can still reach out to audience who abandoned carts.

This can be achieved by persuading them with free shipping or discounts. Craft a cart abandonment email that will entice visitors to return to their carts and remind them of what they were buying in the first place and why. Here is one such Abandoned cart email example sent by Flipkart.

#7 Almost-out-of-stock wish list

You can use a wish list reminder email to convince customers to take the final step in buying the products that they had shown interest in buying and they are now almost out of stock or selling out. This may just trigger the need for shoppers to make the final purchase. ModCloth always alerts its shoppers when products are almost selling out. This motivates customers and minimizes regret because people do not want to miss out on products they have been eyeing for a long time.

#8 Price change on wish list

If prices of products in your inventory change, you can use this opportunity to alert clients who had listed the products on their wish list. They may be motivated to make purchases, especially if you are giving great discounts or promotions.

#9 Back in stock

You can also alert your customers about products that are back in stock. KEEEN, a company that sells hiking shoes, gives its clients the option of receiving an email when their products of choice are back in stock.

#10 New color/style in previously purchased line

Clients may be interested in new styles or new colors in previously purchased products. Alerting them about the new designs or colors can trigger them to make purchases, especially if they had shown interest in the past. You can always get information by sending a customer feedback email to help you know what your customers want from existing lines. An example is the Airbnb customer feedback email template

#11 New lines in previously purchased brand/subcategory combo

If you have the ability, you can expand your product line by introducing new lines in the brands that were previously purchased. You can evaluate the market demand to determine whether a new line or subcategory is worth the cost. You can then alert customers who had purchased these products previously about the new lines or subcategories that you have introduced. If they bought these products, they may also purchase the new products.

#12 Cross-sell follow up

Cross-selling involves getting customers to purchase services or products in addition to other products that they have already purchased or have agreed to purchase, for example, complementary products and service add-ons. By using a cross-sell follow up, you can motivate your customers to make additional purchases. In Ecommerce business it’s called as product recommendations. If you have shown interest in any product or previously bought any product then ecommerce store will send you similar product recommendations.

#13 Business Anniversary Offers

Many ecommerce businesses also sends email on their business anniversary with good discount and offers. This tactic often works as most business enjoys their success on every anniversary and gives good discount to their customers.

Any changes in a specified customer event could be used as a potential opportunity to contact the customer. Since marketers set the rules, they should choose event opportunities that perfectly suit the strategy and objectives of their business. After implementing event-based marketing strategies, you need to closely monitor them. This will help you in determining their effectiveness and also making necessary adjustments. Furthermore, this data will be useful in the future as you will eliminate guesswork when implementing new strategies for reaching out to your target market. Transform your business today by harnessing the immense benefits of event-based marketing.

5 Easy Tips of How to Write Product Description to Boost E-Commerce Conversion

Are you an ecommerce business owner? Are your product descriptions persuasive enough?

Do your product descriptions transform visitors into consumers? Or do they just offer information about your products?

The biggest and most common blunder most copywriters often make is describing services or products rather than selling those with descriptions to their target audience.

So, can you really sell your product or service through description? Well, of course you can. What you should do is create compelling, attractive and persuasive descriptions for the items you sell.

In Ecommerce Marketing product description is one of the main factors along with product images & call to action. Today, I will discuss here five effective ways to write product descriptions that can actually sell your products. But before diving into that, let’s talk about first what actually a product description is and what fundamentals are behind it.

The Basics of Product Descriptions

According to Business Dictionary, product descriptions define as –

“Consumer’s view of a product that includes its benefits, form, presentation, price, purpose, etc.”

An ecommerce store is considered as a virtual place where consumers cannot touch or feel a product. If a consumer goes to a brick and mortar store and has any question about a particular product’s features, there are salesmen who can assist that consumer. But when it comes to ecommerce store, your savior can only be the product description. It is the most important factor when it comes to making people buy your product. A bad product description potentially turns a visitor away from being a customer.

Let’s have a look what makes a product description good and bad.

How a Good Product Description Differs from a Bad Product Description

Do you always need to be fancy to make a product description “good”? Well, of course not. As long as it explains what actually your product is and why somebody should buy it, it will be good to go. The most important factor is that a product description should be self-explanatory.

Just have a look at this product description by Lululemon .

simple-ecommerce-product-description

After reading this one-liner product description, anybody can understand what this product is and who it is for. Though it has not gone into too much of detail, it surely explains that the product is a “soft lightweight crew” and it is for those who want comfortable clothes to use every day.  Usually, the selling factors of this kind of clothes are image quality (which seems good here), price, available colors, and sizes. All of these things are present here. So the text here is less important.

Even though it is not a detailed copy, it is a good product description.

Now let’s have a look at another product.

decathelon-product-descriptionCan you understand everything about this product by just looking at it? You could probably guess. So, here’s have a look at its description.

decathelon-product-description-detailsAlso, there are separate sections, describing advantage, technical information, features, technology and storing tips in detail about this product on its respective page.

This company has done a great job by writing a product description that clearly explains what the product does, how it adds benefits and other relevant information.

Both of the above product descriptions have achieved the same goal, giving consumers what they seek information about – nothing more, nothing less.

On the other hand, a bad product description does exactly opposite of that. If a consumer still has questions and confusions about a product even after going through its description, then my friend, it is surely a bad product description. Hope, you will not like to develop a bad description for your product.

Here are 5 surefire ways that will increase your ecommerce business conversion without any doubt.

#1 Have a Defined Buyer Persona

The roadmap for creating a good product description starts with defining the right buyer persona. When you sell a product, be it online or offline, you must keep your buyers in mind. Especially for online businesses, giving importance to buyer persona is one of the most crucial selling strategies.

Firstly, you need to have complete clarity about your customers; whether they are buying for themselves or somebody else, or any wholesale purpose. Then you need to keep in mind a few things, such as –

  • Demographic
  • Gender
  • Age
  • Interest
  • Level of education or income
  • Language

Once you are clear about these things you can target the right audience and write a product description that can attract “your kind” of audience.

#2 Explain the Features of a Product along with the Advantages of Buying It

When you manufacture or sell a product, you focus on its features and want to grab the attention of your customers by highlighting those features. But is highlighting a product’s features enough to grab a potential buyer’s attention? The answer is a big resounding No. The way you get excited about your product specifications, a buyer may not feel the same. Always a buyer sees in a product how that gives benefit to him or her. Thus besides explaining a product’s specifications, you need to explain how each specification can benefit the customers.

Method has done the exact same thing with its product, let’s have a look at one of their hand wash products.

 

Other than describing what this handwash contains and its additional features, Method explains that the product can make a user’s hand clean, soft and supple in a biodegradable way. And that is what any customer will have interest on.

So, develop a product description in such a way that tells all your customers how the product can make them happy. The more you will touch the personal chord of your audience through your product, the better ROI you can achieve.

#3 Use Bullet Points or Categorize the Whole Thing into Separate Sections with Headings to Create Scannability

In today’s age, there are only a few people read everything they find online. Rest try to find the most important details first. So, to make your product description easier to read or rather say scannable, integrate bullet points in it. They deliver a clear and concise way to showcase the most important information.

Here is a great product description that uses bullet points to highlight features.

ecommerce-bullet-point-description

 #4 Don’t Avoid the Power of Superlatives & Influential Words in Your Copy

Using influential words, such as superlatives, adjectives etc. can make your product description convert. Do you know what these influential words are? Kevan Lee in one of his pdupliosts shared the ultimate list of words and phrases that convert, which includes words like suddenly, sensational, now, remarkable and many more. But including such words without justifying them may seem insincere to your audience. If your product is really the most advanced or the best, give particular proof why this is the scenario. Otherwise, tone your copy down or share your customers reviews that include your product is the most wonderful they have ever used.

#5 Make Sure Your Copy is Search Engine Friendly

The last but not the least, give importance to search engine optimization while creating your product description. Just make sure there shouldn’t be any duplicate content for the product. If you hires any content writer than guide them to use proper content and don’t copy from elsewhere. The words you use in a copy are not only for swaying your audience but also for optimizing the entire description for search engines. However, if you have already created your buyer persona and written product descriptions focusing that, using specific words and phrases that your buyer persona uses, then you have already optimized your product descriptions for search engines.

Furthermore, let me share some quick tips that will help you make your product copy more search engine friendly.

  • Avoid using jargons unless your audience uses them
  • Do proper keyword research using various tools and use them in product description
  • Use long tail keywords, or rather say key phrases, in headline, subheading, and body text.
  • Use Alt tag to optimize the product images

Remember, write your product descriptions keeping your readers in mind and optimize it for search engines.

Conclusion

A product description either make or break conversion of ecommerce business. Thus taking care of every minute detail of making a great product description is highly needed. Make sure that the product descriptions have been written for your buyer persona in a scannable format utilizing the apt tone. And don’t avoid optimizing them for search engines.

So, is there any ecommerce challenge you have faced while developing product description? Do share if any. If there is any secret of writing awesome product description you want to reveal, share it in the comment section. We’d love to know.

10 Mistakes to Avoid While Managing Google Ads Account

You allotted a decent budget to promote your business through Google ads and not getting desired sales. Are you not happy with the Google adwords performance? Does your paid marketing campaigns are not giving desired sales? Are you planning to stop using Adwords?

Wait! Before you stop using Google ads, checkout this article. It may happen that your team committing few common mistakes in managing Google adwords account. Here it is very important for you to learn about possible reason behind this poor performance? Therefore to avoid the common Adwords mistakes, it is necessary to take care of the following blunders and to avoid them in the future:

#1 Not doing proper research:

Doing a proper research is the key before you start any paid marketing campaign. The most important and the basic first step for Adwords advertiser is to understand the market. Research can be done by reading tips on industry blogs like Search Engine Land, Google Ads official blog or by talking to others who have advertised on Google Ads. If possible read Google AdWords blog daily and keep your self updated with latest AdWords update & features. It will give you better idea to experiment new things in various client accounts.

Here fundamental understanding of your market and the Google adwords features is highly recommended. It will give you better understanding of your target audiences and the type of ads you should run. So, start doing your research and understand the tool before you start promoting your business via Google adwords.

Pro Tip:

If you are an eCommerce business and looking to generate sales, you need to study Google shopping ads. They not only giving best conversion rate but also can reduce your ads spend as compare to search ads. Here is an example of how Google shopping ads display your advertisement on Google search result.

Google shopping ads example

#2 Not using the right Keywords and Keywords Match Type:

Keywords research is the heart and soul of a Google Ads campaign, especially for the search ads. Thus it is beneficial to correctly judge your keywords before putting them into the campaign. The keywords should be such that they bring conversions and not just clicks. It is important to ensure that you understand your campaign type whether product or content to manage the set of keywords.

keyword-match-types

Break your keywords into small sets and use the right keyword match types combination (broad match, phrase match, or exact match) to optimize your campaign. But of course, this strategy would depend on what you want, traffic, impressions or conversion.

Don’t forget to add negative keywords list which includes terms you “do not” want to respond to, so as to save a lot of costs. In Google AdWords Negative keywords are most important factor as it saves lots of cost and will not show your ad on particular keywords. Here is one such example of the importance of negative keywords.

bad-ppc-agency

In every AdWords campaign there is common set of negative keywords which needs to include while creating any new campaign. You also need to identify that which negative keywords will come at AdGroup and Campaign level.

#3 Ad Copy – Not using multiple ad copies:

If you are creating one or two search or display ad copies, it is wrong practice. Testing advertisement copy is very crucial part while running a paid ads. It is the most compelling reason people click your advertisement and and hence, better ad copy can improve CTR. An ideal ad copy consists of a headline, your keywords and a persuasive call to action. It is wise to test your copy by trying two or three variants to find out what works best. You need to find out what actually will get you conversions thus it is wise idea to test different variations of everything.

You should finally choose a copy that gets you the highest click-through and conversion rate, or the lowest cost per acquisition. It is thus extremely sensible to trust numbers before making a final choice of copy. Here, you also need to understand the importance of AdWords Ad Extensions. Sitelink, Call out, Structured snippet, ratings and location extensions are the most common extensions that every AdWords users use in their campaigns. This extensions often increases CTR, Conversions, Clicks and Converion Rate so use them wisely.

adwords-ad-format

In above ad copy you will find the maximum use of Ad Extensions which drives some useful information for the users hence the chances of clicks and conversions are high.

If the holiday sales are near by than you should set up your campaigns before one month with various ad copies. After setting up the campaigns within 1 or 2 weeks you will come to know that which kind of ad copies are working well for holiday campaigns and on the bases of that you can make necessary changes in it.

#4 Not knowing your customers Life Time Value:

Calculating the LTV for your customers is an integral part of your research to understand how much you can spend on Adwords per acquisition. By calculating this value you can decide how much to spend on your campaign. The Life time value should not be lower than the cost per customer for your campaign especially for an ecommerce business. If your customer stays with you longer that eventually the initial cost may be sensible. Kissmetrics blog provided detailed calculation of Life Time Value represented in Infographic on their blog.

#5 Not understanding the Adwords advance features:

Although the basic campaign set-up is easy yet they require various small setting to make it run better. It is up to you to educate yourself about the use of those features so as to get more results for the same money. Some of the helpful options are AdGroups, Ad targeting, Match types, Keyword insertion and Ad Extensions.

I strongly recommend keep reviewing new and advance features announced by Google Adwords team. They are really working hard to offer best Adwords features that can maximize your business using their tool.

#6 Not using Google Analytics with Adwords:

One of the most powerful marketing tools, Google Analytics is there for you at no extra cost. Connecting your AdWords conversion tracking to your Google Analytics can help you see all kinds of data that your campaign is generating. Google Analytics provides you the product performance report specially for ecommerce business which helps them to make AdWords strategies for particular products or product category.

Google AdWords blog also explained earlier that combining Google AdWords & Analytics can open huge opportunity for advertisers to achieve their goals.

Please note that, this is not a mandatory to use but if implemented properly, you can have a better data to understand customer’s behavior. This can directly impact your marketing strategy and can improve overall performance for sure.

#7 Not directing the Traffic to the category or highly relevant page:

The unique landing pages help the searcher connect easily with the information they seek, and this is much convenient for them rather than landing on your homepage where they have to struggle with finding what they came to your site for.

For an ecommerce site, it is a good idea to send people directly to the product page, bypassing the homepage and the category pages.

There is one added advantage of landing them on highly targeted page is to have a better Quality Score! Google adrank is defined based on your Quality score + bidding and having better QS can result in lower CPC.

#8 Not Testing the Optimal Ad Position for branding:

Positioning is important if your goal is to improve branding. It is obvious that the first few search results get more clicks and if getting clicks is your goal then do ensure you are on the top of the page but if your goal is conversion then your ad content will work for you.

One more important factor of branding in AdWords is that you shouldn’t ignore your own brand while running the campaigns. Yes, you need to run Ads on your own brand keywords. If your business is slowly achieving the goals and people come to know about your business after some time than they will directly search on Google by your business name. But, if you are not running ads on your brand keywords and some competitor grabs this opportunity than you will loose huge business.

buffer-vs-hootsuiteSo, don’t make this mistakes while running AdWords account and make sure your first campaign will be your brand campaign.

#9 Not knowing your competitors:

When you know who are you competing against and what ads are they using you are well equipped to build a strategy for yourself.  It is important to know your competitors keywords and their landing pages to modify yours.

kohls-competitor

If you want to sustain in the market and keep improving your business than you must focus on competitors. Above report is fetched from ispionage which gives detailed report of your competitor like how much they are spending, which ppc keywords they are using and many more. Even in Google AdWords you can check Auction Insights report where you will find how other advertisers participating in the same shopping auctions. It gives you valuable insights for your Google ads account.

#10 For eCommerce – Avoiding Shopping Ads is a biggest mistake:

If you are an eCommerce brand and not running a Shopping ads, you are loosing great business opportunity. Shopping ads has a great importance for an eCommerce and this case study is a great example of it.

As explained in first section, you will have a great benefits of using shopping ads:

  • Only eCommerce portal can run shopping ads (less competition)
  • Your ad will appear with product image / ratings / price and other additional information. This can give you added advantage over search ads.
  • You can use various promotions (through Google merchant center, you can run promotion that will be displayed under your product ads). Better way to increase CTR.

Apart from this, there are various benefits of using Google shopping ads which is already explained in given article.

Over to you:

Just check the given mistakes and review your Google ads account to see whether your team is making these mistakes? These are very basic points but can really save your money and can improve the performance of your adwords account.

If you still need any help, feel free to contact us here by comment or through our contact us page. I will get back to you within 24 hours.

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