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Complete eCommerce Digital Marketing Strategy – The Definitive eCommerce Marketing Guide (2020)

Do you own an eCommerce store?

Have you already set up an awesome eCommerce website for your business which is working perfectly fine?

If the answer is yes, then what next?

If you really think that your work is now complete, then think twice!

To stand ahead of the competitor, you need a comprehensive and all-inclusive eCommerce digital marketing strategy that nobody can compete with. A proper eCommerce marketing strategy is something that can bring visibility to your e-business among your potential customers in order to make a sale, get high ranking across leading search engines and establish brand value. And such a strategy is quite different than that of brick and mortar stores.

So, which sections should you actually focus on when it comes to marketing your eCommerce store? Actually, the options are many. From content marketing to link building, SEO, paid advertisement to sponsored marketing – everything you can implement using proper marketing strategies. To help you out in this, we have accumulated a useful eCommerce marketing checklist that covers all.

In this comprehensive eCommerce marketing strategy, I will cover:

  • Technical eCommerce SEO
  • Content marketing for eCommerce store
  • Natural link acquisition / Link building strategy
  • PPC advertisement and
  • Lot more

So, If you want your eCommerce store to start generating business from the very first day, your will definitely love this guide. Without further ado, let’s start the discussion with technical eCommerce SEO checklist.

Technical eCommerce SEO Checklist

Technical SEO is the crucial part and a foundation for any eCommerce marketing strategy and if done rightly, it can ease your job in driving organic traffic in early stage of the business.

# Buying Domain / Choose the Right Name for the eCommerce Store

Buying perfect domain name for any eCommerce business is very important. Remember you are not just choosing the domain name but also choosing the company / brand name. Your eCommerce domain name will be your identity online. Here are few important tips to buy the right domain name:

  • Make domain name short and easy to remember
  • Use right set of keywords in Domain name (Not necessary but preferred)
  • Avoid numbers and hyphens in domain name
  • Make domain name meaningful and memorable
  • Use appropriate domain name extension (.co, .com, .org, .co.in, .net, .biz) – Very important
  • Research about various eCommerce portal domain names and check for the legal / copyright violation
  • Use trusted platform to buy domain name
  • Buy domain name for long period (To save cost)
  • If you are planning to launch your store in multiple countries, make sure you book country specific domain extensions as well.

Remember, having right domain name is very much important for eCommerce SEO so, make sure you have some good and easy to remember terms in your name. Finding right domain is all about good research so, make sure you choose best domain.

domain registration site name

Once you finalize your domain name then choose trusted platform to buy domain. There are many domain registrar available online where one can register the name. Some of the most trusted domain registration sites are as below

  • Godaddy
  • Name
  • Namecheap
  • Google Domains etc

# Buying an Expired Domain Name

Buying recently expired domain to launch your new website can give you multiple benefits only when it has a clear history. Here are few things to check before you buy an expired domain:

  • Avoid domain names with previous google penalty
  • SEO metrics
  • The type of content that was hosted on that domain
  • Backlinks quality etc.
  • Domain name includes your preferred word / key phrases
  • Domain name matches your expectations in terms of branding

If you are having expertise to do the complete expired domain analysis, you can opt for buying an expired domain for your new website. Else just go for a new and fresh domain name. If you already having store and looking to rebrand with new domain, you can do complete redirection to divert all previous traffic to this new one. Here is one more example of buying authority website to gain the benefits of existing traffic.

neil patel's tweet

#Choose the Right Hosting Platform

This is the first component of your eComemrce website that you choose carefully. And do not opt for cheap ones. Moreover, here are a few things that you must consider before buying a web hosting provider for your eCommerce store:

Tips to Choose the right Web Hosting Company

  • Choose the cloud server if your plan is to expand the traffic in near future
  • Choose the eCommerce friendly web hosting provider
  • 24×7 Customer Support
  • Read detailed review on trusted blogs
  • Check Uptime reliability
  • Site speed
  • Check security features
  • Compare plan with other Hosting platform

A proper research is needed before choosing the right hosting for your eCommerce website as downtime may cost you business loss. Spend some time in web hosting forums until you find a few options worth trying.

For example, Amazon AWS and Google cloud are giving great offers for the startup to launch your first eCommerce application with very good online support:

Amazon AWS for eCommerce

# Install an SSL Certificate [Must + HIGH PRIORITY]

Gone are the days when people used to be unaware of online fraudulent activities and the importance of personal data security. Now they do not trust an eCommerce business site if it is not encrypted with SSL certificate. They expect all the details such as bank detail, credit or debit card number etc. given on the internet to be secure. And an SSL certificate gives that security. And when visitors can trust your website, you get loyal customers. Importance of SSL certificate for an eCommerce website is impossible to ignore because it helps you provide information security and build trust among your customers.

eCommerce-ssl-certificate

Single domain SSL will be sufficient but we recommend you to install EV (extended validation) SSL certificate as it will not only secure your domain but also will showcase the name of your business in browser (Green Bar). There are many trusted SSL certificate providers so, review plan and get SSL certificate for your eCommerce store accordingly.

# Website should be Malware Free

Detecting constant malware in a particular website by Google can result in blocking that website, possibly freezing traffic until the issue gets resolved.

google penalty

Thus to avoid such unpleasant scenarios, always protect your site from malware. Here are a few ways to do that:

  • Choose the secure eCommerce platform and hire experienced developers
  • Keep updating your site plugins and themes
  • Choose trusted website security scanning software to scan your site and check for any existing malware and other harmful code that doesn’t belong to your site
  • Opt for Web Application Firewall to strengthen your website’s security
  • Create a strong password for your site back-end
  • Frequently scan and do security check of your website using Sucuri Sitecheck

myntra-security-check-malware-scanner

# Remove 4XX/5XX Pages

4xx and 5xx pages indicate a page is missing and a page with server code error respectively. Make sure that your site is not linked to any such page. If found, remove or replace the page. If you opt for a suitable replacement, don’t forget to set up a redirect from the 4xx page to the replacement.

How to check 4XX/5XX pages on eCommerce website

  • Once your website is ready, submit it to Google search console and keep checking all broken pages and errors provided by them.
  • Use Broken Link Checker plugin to check pages
  • Use Screaming Frog tool to filter all broken pages

Once you have a list of all broken pages of the site, make sure you redirect those pages to working relevant pages. If any visitor lands on 404 page page then he/she won’t visit other page on the site but rather quit the website and this way you can loose your potential customer as well.

You can always create custom and user friendly 404 page to guide users to find the page / category they are looking for.

# Internal Linking Structure

According to Moz, the internal linking structure in a website is useful for 3 major reasons:

  • It allows users to navigate a website
  • It helps in creating information hierarchy for the given website
  • It spreads link equity (ranking power) around a website

Moz explains the optimal internal linking structure of a website using the below image:

internal linking structure

If you keep your website navigation user-friendly and follow this linking structure, it will increase the ranking potential of your web pages and pass link juice accordingly.

# Accurate Canonical Tag

To eliminate low-quality content from search engine results, Google algorithm penalizes websites that has duplicate content. Adding a canonical tag to a website can be a rescuer in such a situation.

canonical-tag

For example, if your eCommerce website is abc.com and there are two URLs for different variations of a same product:

  • abc.com/product1/red
  • abc.com/product1/green
  • Or the same product is listed under different URL in multiple categories

Then you should add canonical tags to such pages to avoid any issue related to content duplication.

# Check No Index Tag

Being an eCommerce site owner you’re aware that there are some pages in your site for serving specific purposes but not responsible for increasing ranking or getting traffic for your site. But these pages are important for your site. You can add no index tag to such pages to prevent crawling these pages by search engine crawlers. Here are some pages that should include no-index tag:

  • Thank you page
  • Cart page
  • Admin page etc.

Note – On 1st July 2019, Google Announced that use of “NoIndex” in Robots.txt is no longer supported by Google so, make sure you add noindex tag within the particular page only.

# Robots.txt

By adding a robots.txt file to your eCommerce website, you can tell search engines cralwer which pages they should crawl and not crawl. There should be at least two URLs that an eCommerce site should include in its robots.txt file – cart URL and Search URL.

For example, here is a partial view of Flipkart’s robots.txt file. Flipkart has mentioned cart page, review page and store page in its robot.txt.

flipkart's robots.txt

If you are not sure about the syntax, better you ask your developers to create the Robots.txt file as per your requirement.

# Prepare XML Sitemap

A sitemap indicates the location of every page in a website. Other than showing the hierarchy of a website it also helps Search console to understand the structure of the site and search engines crawling the site. According to the search console, sitemaps are useful for –

  • Large websites
  • Websites having lots of content that are not well-linked
  • New websites
  • Websites with rich media content

Thus you can understand how important adding and submitting a sitemap is important for your eCommerce website. For small sites sitemap could be small but eCommerce has millions of pages and hundreds of new pages added each day so, for that make sure you create dynamic sitemap.

# Follow Google Webmaster Guidelines

While doing SEO activities of an eCommerce store make sure you follow all the Google Guidelines. Otherwise, your site would be penalized and eventually your business will face a great loss. Make sure your webmaster don’t do any black hat SEO practice else your site and business will be in big trouble.

# Review Outbound Links

Outbound links has big importance in an eCommerce sites as it’s not a blog structure site and mainly dependent on internal linking structure. Outbound links are the one links which pointing out to other sites from your site. It means you are giving the back-link to other site. For an eCommerce site make sure you don’t give add much outbound links until and unless it’s relevant. Make sure you try to add social media links only which is also considered as outbound links.

# Set Structured Data

Using structured data for your eCommerce business website can enhance your products in search results with rich snippets and provide a real SEO boost. And when your site has a rich snippet, your brand stands out in the search results and the CTR gets increased. You can check how your site is performing after the inclusion of structured data in the Google structured data testing tool:

google structured data testing tool

Structured data is very much important for any E commerce site because when you plan to create shopping feed to run product listing ads on Google then Google will recognize the feed structure from structured data only.

# Responsive Site (Mobile Friendly)

This is one of the most important point as Google has announced mobile first indexing in which they will only use the mobile version of your website for indexing and ranking the page. Here you need to make sure that the important content of the page must be visible on mobile version of your website. Apart from just indexing, mobile friendly website can also help you in acquiring more business as well. According to a recent report by Smart Insights, mobile users consume more than 2x minutes as compared to desktop users.

report by SmartInsights

Thus make sure your eCommerce website has a responsive design so that it can be easily accessible on desktop, mobile, tablet and other smart devices. A responsive design attracts a broad group of audience, drives traffic and boost sales.

# Website Speed Performance

According to a news published in January 2018, a new ranking algorithm, designed by Google, is aimed to specifically downgrade the search rankings of really slow mobile pages. Google claimed that page speed will be a ranking factor for mobile searches.” John Mueller, the Webmaster Trend Analyst at Google said that: “the faster you can make your pages the more we can take that into account and it can help improve your rankings a little bit”. Make sure you keep checking the website speed test on regular bases and improve it.

pagespeed-insights-google

Best Website Page Speed test Tools

# Schema Markup

By adding Schema Markup Code on your website you can help search engines return more informative results for users through rich snippets. Eventually, your site gets a prominent visibility in SERP and great CTR.

This is one such example of search result :

schema-markup-example

As the discussion on SEO checklist is over, let’s have a look at the content checklist that you should keep in mind while doing eCommerce marketing for your e-business online.

eCommerce Content Marketing Checklist

# Proper Keyword Research

Perform proper keyword analysis for your home page, category pages and product pages. Opt for long tail keywords that have high search volumes instead of generic terms. According to Moz, 70% of the search demand curve has been occupied by long tail keywords.

the search demand curve by Moz

Only the right keywords can help you move forward with the content marketing for your eCommerce site. Thus you cannot just ignore this stepping stone.

Tips for better Keyword Research

  • Use right keyword research tool – “Keyword Planner”
  • Check competitor’s keywords
  • Check LSI keywords on Google
  • Don’t avoid Google Suggestions
  • Pick keywords from FAQ section

# Prepare Meta Tags

Once you are sorted with the keywords, prepare meta tags for all the important pages of the eCommerce site. Add targeted keywords to the meta titles and meta descriptions. Make sure both the title and description stay in the desired character limit. If you have thousands of product pages, set dynamic meta tags for all those pages with targeted keywords. Make sure you choose right keywords in Dynamic meta tags thus it don’t extend the length.

# Prepare Content for Pages

Add content to your home page, category pages, and all the product pages. Place your targeted keywords in all the pages’ content strategically. Do not stuff keywords unnecessarily in the content. Also, avoid making content duplication. Especially each product page of your site should have unique, informative and catchy content in short and simple format. Just have a look how Myntra has displayed this short and informative content for one of its product, i.e. a carpet.

product description on Myntra

# H1 (Heading) Tags

Add necessary heading tags on required pages like product pages, category pages, about us page, privacy policy page and other important pages. Here Flipkart has added a title in H1 tag for one of its products, i.e. Ariel Matic Liquid Detergent

flipkart product listing

# Allow User Reviews

A staple for any eCommerce website is user reviews for its every product. 85% of customers trust online reviews as much as personal recommendations and you can increase your eCommerce conversion rate around 14-76% by adding reviews. Let your customers add reviews to your site by providing them an option to add it. Also, you can send emails a few days after you know your customers have received products asking if they need any service, and, if not, would they please leave a review.

customer-ratings-review

# Add Q&A Section

Adding a Q&A section or an FAQ page to your eCommerce website can serve several functions, ranging from –

  • Alleviation of buying anxiety that your product page copy doesn’t directly address
  • Less burden on customer support by publicly giving answers to some common questions, either added by yourself or asked by your customers
  • Improvement in site navigation
  • Trust establishment
  • Customer satisfaction

For example, here is the preview of the Q&A section of one of the products offered in Amazon.in:

Q&A section of Amazon product

# Related Items Comparison (To Increase Pages/Session)

At the end of the product page add related items comparison table and compare with other items to improve customers engagement and boost sales.

For example, if you search for teacups in Amazon.in and land on a particular teacup page, you can see related item section there as below:

example of teacups on Amazon

Moreover, Amazon includes another section almost like the earlier section, titled as “Customers who viewed this item also viewed”.

example of different teacups on amazon

Both these sections help customers compare products and they may buy more than they thought of before visiting an eCommerce site.

# Visual Content (Images should be High Quality)

The most crucial element of an eCommerce product page design is your feature image. It should be of high-resolution and perfectly centered. Furthermore, you should have at least 5-6 images of that same price from different angles in the product gallery. Such images can perfectly describe what your product is and how that can serve your customers’ purposes.

Take a look at the images of men’s running shoes in Flipkart below. They are clear and large, shot from different angles of the same shoes.

men's running show on Flipkart

# Video Content

Adding a product demo video to your product page not only gives your customers that additional personal touch they require but also serves as a great traffic booster when you post the same video on various video sharing websites, like YouTube.

product-video-eCommerce

# Add Blog Section (Must for eCommerce Content Marketing)

Maintain a separate blog page on your website. Add high-quality and reader-friendly blog posts frequently. Make sure those posts are related to your business and can help your customers in some way. For example, if you own an eCommerce jewelry store, write posts on how to select the perfect ring for a wedding, how to finance the cost for the desired jewelry etc. Use targeted keywords in your blogs as well.

Now, let’s have a look at another important aspect of eCommerce marketing – link building. Below are some proven strategies to implement link building best practices and get great ROI.

eCommerce Link Building Checklist

# Guest Editorials

By posting guest posts on the guest blogging websites, relevant to your niche, you can reach a wide audience, create an impactful relationship with others in your industry, place yourself as an expert in your field and get quality backlinks for your site that helps Google to decide your site’s search engine ranking. Share something worthwhile. Use visual aids and add actionable information in your post.

# Existing Content

Keep an eye on what your competitors are publishing. Research properly to check if there is any site that publishes product reviews related to your site. Then contact those sites and find out whether they like your product. If they do, then approach them to link back to your website. This is one of the effective ways to earn backlinks to product specific pages on targeted keywords.

# Find Broken Links & Build Quality Backlinks

Finding broken links in popular posts, related to your niche and published online, and replacing those content with your content and your link is an effective way to build links. For example, One of Brian dean’s students, named Richard, was rewarded with a handful of high-quality backlinks for his post by implementing broken link building technique.

How to find Broken links on other sites

  • Install Screaming Frog tool to your computer
  • Download Sitemap.xml file of the site
  • Now add all pages to crawl in Screaming Frog tool
  • Export all Outlinks from Screaming Frog tool
  • Now filter all links in Excel file
  • Check page status again in Screaming frog tool
  • Filter 404 links and find original source
  • Now mail to site owner to replace link with yours

Well the process is bit lengthy to find accurate broken link but it’s worth. Once you get to know about the process then you will easily scrap all broken links within minutes.

# Host Contests

Giving away your products as prizes is a great way to engage customers and earn backlinks. Conduct contests and mention those on your blog with a good amount of joining time. Notify those sites that list such kinds of contests and earn backlinks from them.

Here’s an example of a contest, conducted by ToolsToday, where the prizes have given away

tools today giveaway contest

# Business Profile Links

Create your company profile across leading business profile listing sites and get great visibility. ‘This is an effective way to earn quality backlinks for your eCommerce business. Some of the business profile sites are Crunchbase, Angel.co, About.me and many more. Don’ forget to create profiles on social media sites as well including Facebook Page, LinkedIn Page, Pinterest, Twitter and Instagram.

# Image Credit

Many a time it has been noticed that there are multiple sites post content or product reviews in their own sites and use images from the eCommerce sites that are actually offering those products. But often they do not mention the source credit. Browse online and search for such places where your products’ images have been used but there are no mentions of your site as a hyperlink. Contact those sites and ask them to give image credit by linking back to your site.

# Conduct Survey & Publish Report

Sharing original research data is a reliable way to earn links. So long as you will research a topic that your niche audience care about, and you deliver information that they have not been aware of yet, you will stand a good chance of getting links and acknowledgement from other sources in your industry. Conduct surveys to capitalize on this option.

In the fourteenth point under the SEO checklist section in this post, we have mentioned a report by SmartInsights to show proven data that supported our statement there. Similarly if you conduct surveys and publish reports, other sites may use your reports, use in their blogs by mentioning “according to report” and link back to your site.

# HARO (HELP A REPORTER OUT)

Haro or Help a Reporter Out allows bloggers or publishers to ask a question regarding their next blog and other members can give answers with backlink as a resource. HARO has many quality platforms. Just sign up, read your daily emails and keep giving useful and share-worthy answers with your credentials.

HARO

If you consistently share helpful tips, there’s a possibility to be hooked up by anybody with a link.

For example, Brian Dean received a link from Entrepreneur.com by replying to a HARO request:

backlink of backlinko

# Promotions / Coupon Codes

There are multiple websites where you can list your upcoming discounts, offers, promo codes etc. and get backlinks. Just have a look at how Amazon has listed its ongoing offers in oneindia site.

oneindia site

# Participate in Interviews

Participating in an online interviews or sharing expert interviews across your site and social platforms can help you receive backlinks easily. Search sites that run interviews related to your business expertise. Contact them and express your wish to participate in such interviews and what knowledge you would like to share. Also, you can find people worth interviewing in your niche, invite them for an interview, create an initial buzz across social media and generate links.

# Video Sites

If you have product videos attached to product landing pages then you should upload those on video sharing platforms. For example, Allocacoc has shared its product video on YouTube and mentioned its site link in the description box.

# Review Posts

According to an advertising survey by Nielsen, 92 percent of people trust recommendations from other people over brand advertisements. The consumers trust the influencers they follow on social media. In fact, a study by Annalect and Twitter found that users have as much trust in influencers as they do in their friends. Thus try to reach out to renowned influencers, such as bloggers, vloggers, and product reviewers who can review your products and share across their own platforms. This works believe me 🙂

influencer-backlink

# Competitor Research

A proper competitor research helps you review websites relevant to your industry, assess your competitors’ websites performance, find out a number of backlinks and check online authority. You’ll understand what helps others in your field rank well and how to emulate a competitor’s strategy to earn backlinks too.

If you have implemented all the above-mentioned strategies and now want to spruce up your eCommerce PPC management, here are some useful eCommerce paid marketing tips that can meet your needs perfectly.

eCommerce Paid Marketing Checklist (PPC Ads)

# Choose Paid Marketing Platform

When it comes to sponsored advertising for an eCommerce business, there are plenty of platforms that you can choose from. Be it Google Ads, Facebook ad, Pinterest ad or Bing Ad, you can try anything that suits your requirement. Also, Amazon advertising is quite popular too. According to eMarketer, here are US net ad revenues at Amazon during the period of 2016 to 2020.

report by eMarketer

Each and every PPC platform has it’s own advantage, benefits, competition, targeted audience and set up process. On Google Ads, Bing Ads, Pinterest Ads, Facebook Ads and Instagram ads you can advertise products from your online eCommerce store and all platforms are based on Pay-Per-Click model.

On Amazon Ads & eBay ads you can’t advertise products from your online store but can only advertise those products which are on your Amazon and eBay store. Amazon Ads is based on Pay-Per-Click model where as eBay Ads has Cost per Sale model.

If you are still confused about which platform to choose then don’t worry you can contact OLBUZ PPC team on info@olbuz.com any time.

# Set Up Proper eCommerce Tracking in Analytics

To track the revenue being generated via the paid campaign you are running, you must set up Google Analytics code. There is an eCommerce tracking feature also available in Google Analytics account that you can take advantage of. Using eCommerce tracking feature eCommerce business owners easily see the product performance data directly in Analytics. Also, you can set up a goal in Analytics to measure your visitors’ particular actions on your site. It will help you track micro conversions as well.

eCommerce-real-time-tracking

Further, if you don’t want to leak any conversion then make sure you set up click event tracking on website as well. Yes, few eCommerce site takes order via calls only so, in that case track data of how many customers clicked on phone number from website itself.

# Set Up Conversion & Remarketing Codes

Once you set up account in PPC Platform them create conversion code from platform itself. Well, each platform has their own code name so, please follow below details.

Now generate conversion code on each platform and add conversion code on the successful checkout page of your eCommerce site to track when a customer completes an action, such as buying something, signing up for a newsletter, adding a product in cart etc. via your website or app. Moreover, by adding a remarketing global site tag, UET tag and Pixel Code, you can show your products ads to the people who have already visited your website. This can trigger more sales for your business. As mentioned earlier you can set conversion code on click event as well.

Adding conversion code on eCommerce site is very much important, because without it you won’t be able to track right orders and revenue.

# Keep Your Shopping Feed Up To Date

To run product listing ads on paid platforms you must create product shopping feed with all required data including product id, product name, product description, product image, product price, MPIN, GTIN and other important attribute.

To make your products attractive enough to the people so that they tend to buy those from your store, it is important to keep your shopping feed up to date with fresh, accurate and comprehensive data. If you really want to help your customers have a smooth shopping experience every time, make sure your users see the same information about the products in shopping ads that they will see on your website. Check out the shopping feed update by Google Merchant Center to keep your data feed up to date. Watch the below video to know how to upload your data feed in your shopping ads.

# Prepare Shopping Campaign

Creating a shopping campaign is a must if you want to start investing in paid eCommerce marketing. To do this, first, understand the product feed and category very carefully and structure your shopping campaigns accordingly. It should be prepared based on your product categories, prices, custom labels, quantity and gender-specific. Once these sections are specified, allocate budget to each and every campaign according to bidding methods and location targeting. Here is a comprehensive video where within just 5 minutes you can have a profound knowledge about creating shopping campaigns.

Remember, The process of creating a shopping campaign in both Google and Bing is quite similar. But if you want to create your campaign on Facebook, the ads should be based on audience and interests.

Here is one such example of product listing ad on Google.

google-shopping-ad-example

# Optimize The Shopping Campaign

Here are a few ways to optimize your shopping campaign and ads:

  • Depending on the items you are selling, break your campaigns in categories based on product type, brand name, profit margin, performance etc. You can also run A/B testing and figure out the best possible way to generate maximum revenue.
  • Add negative keywords often after analyzing the search terms
  • Place extensions such as product prices, site link, location extension etc. to improve your ad presence and increase search impression share.
  • Schedule your ads based on your target location and audience
  • Adjust your bids. (Location + Device bids)
  • Segment the data and remove Search partners if it has high spend
  • Start smart shopping campaign (Highly recommend)

Optimizing shopping campaigns correctly can give you great ROI over the period of time.

# Brand Search Campaign

brand-search-ad-example

To check if any of your competitor’s ad is visible online on the same keywords that you are also targeting, test Google search result by entering your brand name on a daily basis. Invest in a brand search campaign to get the most bang for your spent buck. The price of your branded keywords bid may fall due to their high quality score and CTR. And thus you can get super cheap bids on those keywords. And moreover, when you bid on your own brand name, you can surely keep your competitors out of the picture.

# Remarketing Ads

We have already mentioned the benefits of adding remarketing code (Global Site Tag) to your site in an earlier point. You can create dynamic product ads or custom image ads to cater to your visitors who didn’t initially convert on your website. Especially product image ads are highly useful because they display the latest items the visitors viewed, aiding you to keep your products and brand top of mind.

We recently searched for a few products on Amazon but did not buy. Since then we have been seeing Amazon’s remarketing ads whenever we visit any other place in Google.

Just have a look when we were reading an article on Google, how those remarketing ads were visible there –

dynamic-remarketing-ad

You can create dynamic remarketing ads for audience like

  • All Visitors
  • Added product in cart but not purchased
  • Initiate Checkout but not purchase
  • Visit particular product category but not purchased
  • Viewed product but not added to cart
  • Many such combinations

Conclusion

Hope you find this checklist useful. Following these guidelines, your eCommerce sales will surely explode. You can implement all the strategies or just pick a few that suit best for your business. Is there any other strategy you want to add? Feel free to tell us about it and share your success story. We’d love to know.

17 Marketing Tips to Build Profitable Fashion eCommerce Brand – See What Leading Fashion Retailers Do!

Are you fashion ecommerce brand owner? Looking for proven marketing strategy to build build profitable ecommerce brand that can generate steady  and positive ROI? read on. In this article, I will share proven eCommerce marketing techniques based on my experience working with leading fashion eCommerce retailer to increase their revenue by more than 100% within small time frame.

However, seeing at the recent growth of the industry, it’s clearly not the case. According to Statista, retail ecommerce revenue from fashion apparels, footwear and accessories are expected to grow to 146 Billion USD by 2023.

statista-ecommerce-revenue-fashion-nicheA huge amount of investment is being done into this sector with brands like Glit Group valuing at $236 million. There are several key players today including Moda Operandi (valued at 46 million), Nasty Gal (valued at $49 million), ShoeDazzle (valued at $66 million), BeachMint (valued at $75 million) and more. These numbers aren’t inflated but rightly show the opportunities and value proposition in the market. Companies like Nordstrom, Neiman Marcus and Nike are setting new standards for online shopping and with new ecommerce technologies being invented every other day, the partnership of digital and retail works brilliantly.

However, in-spite of the huge growth and the opportunities, there also exist of online fashion brands struggling to survive. It’s a marketplace that is marked by frequent changes in consumption behavior and the inability to adapt leads to losses. Moreover, the online marketplaces like Amazon also acquiring a great % of total sales by not only introducing best selling products with lower price but also introducing various ads options.

It is necessary to understand that though the online fashion retail market enjoys the same characteristics, there are clear differences when you are trying to sell a particular kind of product in a particular market and targeting particular demographics.

Every successful fashion ecommerce brand has not just been able to find their competitive advantages but is also continually striving to set new targets, branding and marketing techniques. Attributes like pricing standard, packaging, delivery, communication, grievance management have become more important areas to focus upon than the quality of the product. To be able to establish a successful online store, brands need to understand what the customer seeks – low pricing, big discounts, quality products, trendsetting designs, good visuals, convenient browsing, high quality content, interesting stories, social adoption, and much more.

Looking at the successful fashion eCommerce players in the market and their online marketing strategies, here are some takeaways that newer entrants should focus upon:

1. Visual is as Important as Quality

clothing store

When we are talking about physical fashion retail stores, the showroom experience also relied upon the quality of product display. Fashion brands have been known to embark in displays that give a larger-than-life image to the products. It essentially establishes the quality, authenticity, exclusivity and value of the product. However, when the same store goes online, visuals are limited to the photography content available on the page. It is thus necessary for online fashion ecommerce store that the quality of visuals should provide the maximum information to the audience, while heightening the perceived value. Professional product photography helps establishing the real feel of the fabric, material, stitch details, emblems and more. Navigable product photographs in successful fashion websites offer option for zooming into images to get a better look.

If you are a online jewelry shop, you can also implement feature like how product will look on your face / hand. Sometime, customers need to see about the appearance and this type of features will help them in selecting the right products.

Other than the product photos, the overall visual (website design and navigation) should feel shoppable. An eCommerce website in this case should be understood the same way you would design a physical store. Further, several stores also add product packaging pictures to let the customers know how they will receive the item.

Apart from just product images ecommerce website can put clothing or jewelry product videos as well on landing page to showcase how product will look on Men/Women. Product videos has more impact compare to product images on customers mind. As per statistics 73% more visitors will buy the products if they watches the product videos on site. So, make sure you add the product videos as well.

Pro tip: This is very important part of any eCommerce marketing strategy and highly recommended for the brand having lower conversion rate and higher bounce rate.

2. Don’t sell on the Homepage

shop by category

The homepage of any online fashion store is more about establishing credibility and trust among potential buyers. The ideal home page is not for displaying products or its prices. Instead it should integrate marketing and promotional strategies that will encourage the visitor to explore the rest of the website before navigating to the product pages. The best you can do is display the product categories on the home page and create an intuitive interface that makes it easier to navigate to the inner pages.

We have seen many fashion ecommerce websites using home page to promote the offers and new launches specific to season. By incorporating this into your marketing strategy can be helpful to promote seasonal products.

Pro tip: Displaying customer reviews, brand achievements, awards and web security trust seals on home page can increase the conversion rate of your fashion eCommerce store.

3. Unique Story Telling Product Descriptions

product description

Your products won’t sell if you are still copy pasting product descriptions from the manufacturer’s website and adding spammy Meta tags to enhance the traffic. The modern product description is all about being able to communicate the product’s value with a real story. A great example of such salable product descriptions are presented by ModCloth. Each of the description adds more life and personality to the product and adds reasons to why anyone should be buying it.

Pro Tip: User generated content like product review, ratings, questions and answer from the real buyer can boost the conversion rate & decrease the bounce rate of your respective landing pages. It also helps in organic search rankings.

4. Upload and Update Latest Products

home page sales

For fashion ecommerce brand; the best way to entice a returning customer is to offer a new line of products that he/she might want to buy. A continuous updated inventory essentially signifies that the brand has something new and unique to offer. The same old stock photos will easily bore out customers, especially if customers are returning visitors. One time visitor might have seen those products for first time on your website but that doesn’t mean they never seen those products on other online fashion store. Even with the same kind of inventory, you can always go for fresh looks with new models, new styling and personalized product recommendation. There is no limit to creativity that can market a product.

Pro Tip: Same old content and catalog will not only annoy users but also will annoy search engines. Fresh and unique content along with latest trend of product will definitely help you in generating better organic traffic result into better business.

5. Personalized Email Marketing – Email Marketing Structure

ecommerce mail marketing

Personalized emails can be a very successful marketing tool, especially for an online fashion ecommerce brands. It is deemed as an instrument to build a long lasting relationship with the customer while acting intelligently to enhance the shopping experience. Email marketing campaigns can be strategically synced with buying behavior and preferences to make customers feel special. Discounts on birthday, anniversaries, etc have always increased conversions. Personalized emails can cover several aspects of shopping, including:

  • A thank you letter for purchasing products
  • Added to cart but not completed purchase (Remind them your product is in cart)
  • Customers who might be interested in new products added to particular categories
  • Wish list product updates (Those who have certain products in wish list)

While email is the top source for data analytics for marketers, it will also be a point of contact that customers will check from anywhere, from waking up in the morning to reading emails when driving to office. According to reports Email Marketing has higher conversion rate compare to social media, PPC & direct conversion rates.

6. Don’t Forget to Build Email Lists

sign up list

A key marketing tool used by most successful online fashion brands is an email subscription form. Whenever a new visitor lands on your website, a simple pop up form can collect the email details of the customer and add him to the list of subscribers. Building an email list through this and other means is essential to generate the maximum amount of attention to everything new that you do. Whether you have come up with a new product, a promotional sale or an event, it is best said through email newsletters. In above image you can see that how Moda Operandi provides sign up offer in subscription form while entering into the portal.

Pro Tip: Create further segmentation in your email list and avoid sending same email to entire list. Understand user interest and accordingly serve the email. This will help you to lower email unsubscribe rate and result in better conversion rates from email campaign.

7. Stay Real

The growth and popularity of social media has made marketplaces highly democratic. Brands no longer dictate fashion but the customer experience and reviews are. It is thus necessary that you stay real in your products, offering and other activities. Anything fake will be noticed and shared. To this end, many top fashion brands are using customer photographs as accompanying product pictures. While it might not look good as a studio photograph, it does add a lot of positivity. Maximize the opportunity by:

  • Advertising the right product
  • Advertising real photographs, especially those shared by customers
  • Advertising only what you can offer and not overstating

A good experience shared by one customer is equal to big paid promotion campaign. If you are also allowing other vendors to sell their products on your fashion store, then make sure the quality of images, description and other factors pass some real value.

8. Be Intelligent to Moderate Reviews

Customer reviews have always influence future buyer’s decision making. It is thus necessary that you moderate all product reviews and ensure that only the good ones are displayed. The better the reviews, the more are the chances of reselling. However, there’s also a limit to which you can choose to filter out the reviews. The purpose should be to help other customers make an informed choice and not just hear good things about the brand/product.

If you have very good mind to analyze the product performance then you can moderate reviews accordingly. Don’t moderate only good reviews blindly because it might cost you fortune. Some products on your online store might have high percentage of refunds & return orders, so here you can balance positive & negative reviews so visitors won’t buy blindly just by following positive reviews. Consequently, calculated inclusion of both positive and negative reviews should help you save money in refunds and return orders.

Pro Tip: If you receive genuine negative review for any product, approve it and try to put your point in reply. This will help other buyers to make their purchase decision easier.

9. Sell Look

buy look

Since you belong to the fashion industry, the main thing that you are selling is the look. Thus, instead of selling one particular dress, you can suggest other complimenting products and accessories that best go with the buy. You can promote complete looks created by a particular selection in dress, glasses, hats, shoes, sandals, watches, bags, jewelry, etc. Another alternative to selling in combination is to suggest related products (customers also viewed…) on the lading page. Check above image how ASOS provides buy a look suggestion on particular product.

10. Make Contact Process Easy for Customers

Though digitization has made shopping more convenient, we still look out for a human touch to the processes, especially when faced with difficulties and issues. To be successful, it is necessary that the customer finds it easy to contact representative. The common tools to this end include emails, chat, phone calls, social media communication, contact forms and others. You can also be creative to make this more convenient. One more important thing to keep in mind is the use of social media wisely. We have seen some famous brands are using auto reply feature when someone mentions them online (Twitter) and later users badly trolls them for poor management. Try to give 100% personal touch and manage all complaints easily so later can track it. In recent Facebook update now Facebook Page will show the total % of response rate in particular time. So, give quick response to all messages on Facebook brand page as well.

11. To Sustain Customers, Provide Product Offers Time to Time

offer

Every once in a while, customers need an impetus to continue with a particular shopping brand / shopping portals. This best comes in the form of discounts, offers, coupons, and the like. In a year there are plenty of various festivals and days where online fashion stores are providing huge discount offers on holiday sales like Christmas, New Year, Black Friday, Cyber Monday, St. Patrick’s Day and many more days. Don’t relief yourself after uploading discount banners on shopping portal. Reach out to the audience via Email Marketing, AdWords, Bing Ads, Social Media and other forms.

12. Use Cookies (Follow GDPR properly)

Cookies help turn shopping experiences more personalized. It is essentially data that is stored in the browser that enables users to continue from where he/she left from. The most important use of Cookies is to understand user behavior on your website to enhance their shopping experience. Now, cookies take several forms including website functionality cookies, website analytics cookies, customer preferences cookies and targeting cookies. You will need to understand each to make the most out of them.

Pro Tip: Checkout This Cookie law before you implement the same on your website. One need to strictly follow the same and make their website visitors aware that you are collecting cookies. You must follow GDPR while tracking any type of user data. More information – https://eugdpr.org/

13. Find Vendors on ETSY

If you are in the process of creating fashion ecommerce marketplace, you will require sellers who will advertise their products on your website. The best resource to find top sellers in fashion niche is ETSY. Here, you can look for bands that don’t just match your product categories but also advocate your brand image while offering a great deal in pricing and delivery.

Pro Tip: Now a days many B2B portals are launched to connect buyers with manufacturers. Here you need to stay connected with proper channel with the help of such B2B portals to find best products at competitive pricing.

14. Market and Advertise Brands Intelligently

shopping

Depending on the business model you follow, it is necessary to evoke a trust benefit from your customers. For instance, if you are running a portal selling many different bands, it is necessary that you prioritize the marketing of your own fashion brand name rather than focus on the brands you work with. Advertising in this case should be very strategic such that you are placed above a particular brand and whenever a return customer is looking for a particular product, he/she would come back to your website rather than looking elsewhere for the brand.

To meet this end, you will need to:

  • Investment in ads at Adwords, Bing Ads, Facebook, Instagram and other platforms
  • Shopping Campaign
  • Display and remarketing ads
  • Brand Name Search Campaigns
  • Participate in Google’s shopping action program which is currently available for selected merchants in USA.

If you owns online store then you should spend some time to define eCommerce Marketing strategies. For any eCommerce site one has to advertise their products on Google AdWords & Bing Ads. This paid marketing platform provides different types of marketing campaigns to sell your products. For example, if you are selling even 10 products online then you can create shopping feed and shopping campaign in Google AdWords & Bing Ads. Shopping Campaign will provide highest conversions, conv. Rate and ROI as they are the cheapest form of advertisements as compare to other.

Always think that your competitors are smarter than you. Yes, your competitors will never miss a chance to grab your customers and Google AdWords can play a key role in it. If your shopping portal is quite popular and you are not running Search Campaign in Google AdWords by your brand name then you are losing huge opportunity to boost sales. Competitors might be running ads on your brand name so whenever any users search your store name in Google they might see your competitor’s ad on first place and visit their store instead of your’s. So be intelligent and start running ads on your brand keywords. If you can spend some more money on marketing then don’t hesitate to run ads on competitor’s store keywords as well!

15. Train Your Customer Care Team

socialmediaThe nuances of customer care are changing drastically with the continuous evolution of the online fashion industry. The work they do is beyond handing logistics and delivery related troubleshooting. You will thus need to train your customer care team to be knowledgeable about industry trends and even be able to give style advice to customers.

The modern customer care team will address complains on social media, handle social posts and even track brand mentions across the internet.

16. SEO and Content Marketing

Content is still the king when it comes to online leadership. For fashion retailers, a key to success in this regard lies in fashion blogging and photography. Regular fashion related articles (4 to 5 lengthy articles every month) is the modern way of marketing brands and looks. They don’t just create interesting stories but also assist in the technical aspect of website marketing involving SEO (H1 tags, Meta Tags, Alt Tags, Internal Links and more). eCommerce store should have better content marketing strategies to boost ranks on Google on targeted keywords.

Invite in guest bloggers who would help market your brand among their audience and consequently, also offer a greater exposure to your products. Collaborate with leading fashion bloggers of the industry which might adds value to your store.

17. Adapt new features to drive sales from social media

I have seen that conversion rate is always low from social media traffic as compare to Google shopping visitors but if implemented properly, you can have a great numbers of sales from social media.

Recently, Instagram has launched Checkout on Instagram feature which will allow customers to directly buy order on Instagram without leaving the app.

Checkout this video:

Conclusion:

Surviving the swell in the online fashion retail industry is difficult but if you are doing all the right things, there would be enough encouragement for you to continue experimenting, improving and learning.

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.

How to Use Micro Moments to Double Your Sales from any (Nearly) Business – eCommerce, Local or Online

Google serve over trillions of search queries every year and out of them over 15% are new search queries they never received before. Day by day the way consumers behave in the digital world is going through a huge change. Especially with more internet searches now taking place on smartphones than desktop or other devices, more shopping searches being conducted from mobile and more local search queries being conducted on the go than ever before. That is why the worldwide ad spends for mobiles have also been immensely increased.

While working with big ecommerce brands, I have seen this swift very closely, especially in last two years. Research says, “We estimate global expenditure on mobile advertising at US$107 billion in 2017, representing 52.6% of internet expenditure and 19.8% of total advertising expenditure (this total excludes a few markets where we don’t have a breakdown by medium). By 2020 we forecast mobile advertising to have grown to US$180 billion, nearly double desktop’s US$94 billion total, having overtaken desktop in 2017. Mobile will account for 65.6% of internet expenditure and 29.3% of all expenditure in 2020 – more than all the traditional media except television put together”. This reflects the amazingly rapid growth of ecommerce marketing on mobile which has brought a revolution among the advertisers and the consumers.

mobile internet growth

It has been noticed that consumers make decisions according to mobile content that serves the appropriate purpose at the appropriate moment. Content, hence, should be addressed to users intentions and accessible everywhere – throughout different device types, various platforms, and varied channels. And in this context, the importance of micro moments comes.

Are you thinking what micro moments are? Well, in this post, that is exactly what I am going to discuss today. After going through today’s post, you will come to know how ecommerce business is dependent on micro moments and in which way these moments can change the game of sponsored advertising. If you really understand these micro moments of your prospect customers, you can definitely increase the sales through your eCommerce website.

Micro Moments - The Game Changer in Online Business World

What is Micro Moments?

Google has nicely classified the Micro Moments which is an intent-rich moments, occur when people turn to a device, especially a smartphone, to act on a need – to know, do, buy, or go. This is a unique way to influence consumers or to get more customers which lot of marketers are still unaware of or don’t leverage it.

Micro MomentsLet me tell you more elaborately what these Micro Moments are:

  • “I want to know” moments – These occur when people research or explore something, but are not really in buying mode.

For example, after adopting an Abyssinian cat, a user has started wondering “what type of food should I get for this cat?” Instead of asking somebody in the family or among friends, the user intuitively picks up the phone and types “best food for abyssinian cats”.

Here the audience is still not in buying position but He may become your customer in the future. If you are looking to expand your brand reach, you can also target “I want to know” users. Here the conversion rate will be low but you can re-target such audiences during “I want to buy” moment.

  • “I want to do” moments – These occur when people require assistance in finishing a task or trying something new.

For example, a user just finished a woodwork for decorating his or her house interior. Now the user wants to stain the wood but is not aware of its actual process. Instead of taking advice from a professional, the user turns to the smartphone and type “how to apply wood stain.” If you are working on content marketing campaign to target such audiences, building such content may result in better ROI for the longer run.

This type of audience generally seeking help but sometime they may need professional services to complete the task and you may generate more business. Building DIY guides and resourceful content promoted through the proper channel can help you to reach proper audiences in specific region.

  • “I want to go” moments – These occur when people search for the local businesses or consider purchasing something or availing a service at a nearby store.

For example, if somebody from a small town in New York wants to increase some muscle mass, the person will naturally pick up the phone and type “gym near me”. This is the best moments for the businesses operating local services. Google provides tremendous opportunity for the business to target these “I want to Go” audiences through Google adwords.

  • “I want to buy” moments – These occur when people decide to buy something and probably require help in what to buy or how to buy it.

For example, on the way back to home from the office, a user feels hungry and wants to grab a bite of pizza. But incidentally all the nearest pizza places are either too noisy to place an order or have no seats available. Instinctively the user picks up the phone and types “order dominos pizza” or “order from pizza hut”.

This micro moment can be best target for an eCommerce website where you specifically run the ads for the “I want to buy” related search queries. Here the conversion rate will be higher and you can generate better ROI too. I know that Shopping ads does not provide the facility to target keywords but you can definitely control them by optimizing shopping feed and using negative keywords list.

Hope you have understood that these acts or moments help the consumers make decisions and shape preferences. In these moments, the expectations of the consumers stay at the highest pick. Thus the marketers should be aware of the micro moments to meet the ever-changing expectations of the consumers and capitalize those moments through flawless consumer interaction.

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What Opportunities Micro Moments Bring for an E-Commerce Marketers?

Research says across numerous major industries, the volume of online searches, especially from mobile devices, is growing year after year. For example, in the home and garden industry, mobile search volume has been increased around 45% year-on-year, whereas the year-on-year growth of mobile search volumes is around 40% in electronics and apparel sector and around 30% in food and beverage industry.

This growth certainly brings a handful of opportunities for the emarketers to communicate with their target audience, build brand loyalty, make customer relationships stronger and nurture conversations. And in all these major areas, a detailed understanding of micro moments can help immensely and can be used as a marketing resource.

If you have a brand to promote, you should turn to micro moments to uplift your brand’s search marketing performance. By being there and staying useful precisely when it is required, you can utilize micro moments as the means of elevating engagement and Return on Investment (ROI).

To be successful in this process, the marketer needs to be aware of the methods to leverage the micro moments the best possible way and what those moments actually look like for their respective brands and the customers. If you make sure that you will be able to be there, give useful answers to every customer and offer a good user experience, there is nothing that can stop you to reap the benefits.

Micro Moments - The Game Changer in Online Business World 3

How to Optimize Adwords Campaign According to Micro Moments

As we already discussed four key micro moments in first part of the article. Now you need to understand that for each moment, users search for particular piece of information. Now, let’s talk about how you can optimize your Adwords campaign and map your ad to the users’ search intents in each of those micro moments.

1. Optimize Your Ad for “Want to Know” Moments

An ideal ad that maps to the query of this kind of micro moment denotes the users that they will get the information they are looking for once after clicking the ad. Such ads can comprise product comparison charts, a click to call link for more information, user-friendly information on a landing page etc. And make sure the pages, having all the information, are mobile-friendly.

comparison between

Detailed comparison data with your competitor product will do the magic here. Representation of information is the crucial part for this type of audiences.

2. Optimize Your Ad according to “Want to Go” Moments

An ideal ad to meet the query of this type of micro moment shows local result and highlights that it can be conveniently mapped out. This micro moment can give you a competitive advantage if you make your ad local in the best possible way.

Google location map

Are you thinking what are the best ways to make your ads local? Well, there are two basic strategies that you should follow:

  • Harness the benefits of location extensions. Connect your Google AdWords account with your Google Places account to active the extensions.
  • Add the location in the ad title.
  • You can also run the call only ads

This way you can tell your users that how exactly your ad is relevant to their “I want to go” micro moments.

3. Optimize Your Ad according to “Want to Buy” Moments

If you want to optimize your ad according to this specific type of micro moment, you need to provide information that matches such queries or show to the users the ways of buying directly from their own devices, especially cellphones.

You can use Adwords shopping campaign to implement local inventory ads, providing details about your business, store, and products. Here you need to user negative keyword lists to stop appearing your ads for other type of micro moments and should focus more on “Want to buy” moments.

4. Optimize Your Ad according to “Want to Do” Moments

An ad, which matches the best with the search query of this type of moment, proffers clear-cut step-by-step directions about the ways to achieve the task a user is looking for. Make sure your ad should be informative rather than mere promotional.

One of the great formats to meet such queries is video content. However, you must ensure that your ad can take a user to a properly optimized mobile-friendly landing page with particular instructions. You can also run video ads to target this type of audiences.

Believe me, this type of ad can help you attain a certain level of goodwill with the users and introduce them to your products.

Over to you

Hope this post has given you a detailed idea about micro moments and their impact on the marketing strategies. So, what are you waiting for? Take your Adwords campaign to the next level by optimizing it according to the micro moments those are relevant to your business. If you have already started using tactics to optimize it, do share your experience with us in the comment section. We’d love to know.

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