+91 6353967672

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.

How to Reduce Cart Abandonment & Optimize Checkout Process for Ecommerce Store

In Ecommerce site check out process is extremely crucial factor when it comes to get more and more sales. If your Ecommerce store doesn’t have easy and fluent checkout process then you will lose huge number of sales and revenue. On many occasions it happens when a customer didn’t liked the checkout process, non-relevant payment method, lack of proper information in cart or initiate checkout page or other issues and left the ecommerce store without purchasing the item. Ok, let’s discuss how you can reduce cart abandonment by fixing or optimizing checkout process in your Ecommerce store.

In 2017, it was found out that the average cart abandonment rate was about 78.65% and in 2018, the rate has continued to plague retailers. It has been a problem for e-commerce marketers for some time now as out of ten people who add products in the cart, at least seven people abandon it. If you want to solve this problem and generate better revenues, it is very important to optimize the shopping cart and initiate checkout page on your e-commerce website.

As per data by Statista, most e-commerce sites have heavy cart abandonment ratio because of:-

abandoned cart reasons

Reasons can be many but being an e-commerce marketer, you need to track abandonment rate through Google Analytics. You need to set a goal and once the goal is set, Google analytics tracks the conversions everytime the goal is completed. So, you will have a concise idea about the abandonment rate on your site by visiting Conversions – Goals – Funnel Visualization data in Google Analytics. Now the question is what can be done to reduce cart abandonment rate? The best way is to optimize the checkout process on your e-commerce site. Here are ten surefire ways to do it:

10 Ways to Reduce Cart Abandonment

#1 Install the SSL Certificate

ssl-certificate

When customers make a purchase, they put a lot of trust in the e-retailer. While making a purchase, they hand over their personal financial information to you and with so many credit card breaches happening over the years, customers need to feel safe while transacting on your site. There are many shoppers do not place orders at the last minute if they feel insecure while buying from an ecommerce website.

The best way to eliminate this fear is by installing an SSL certificate and having secure site badges on your site. This will let the customers know that their connection is secure, which will eventually help in creating a trustworthy process. Importance of SSL certificate for ecommerce site is very high and every ecommerce store should install it.

30% users have said that they have to re-enter the credit card information and that’s the main reason they abandons the cart – If your site has SSL certificate and other trusted badges than they trust if there was some issue in adding the credit card info on checkout page.

trusted-badges-ecommerce-sites

In 2016 Baymard Institute done research on what kind of badges on ecommerce sites gives the most trust to customers and it includes some popular trusted badges. So, don’t wait and secure your site as soon as possible to reduce the abandon cart ratio.

#2 Keep Transparent Shipping Cost

office-furniture-free-shipping

The customers should know the exact cost while browsing through your products. Unexpected cost is one of the biggest reasons for cart abandonment. Most of these unexpected costs consist of shipping charges and delivery fees that come at the end of the checkout process. It shocks the customers many a time and it can be possible for them feeling cheated sometimes. The best way to tackle this problem is to be transparent about the shipping charges. Every Ecommerce store should fix one small banner at the top of the website by adding shipping details or need to create separate page regarding shipping details which builds trust amongst customers that they are not getting cheated.

If the shipping cost or tax varies based on location than one can set the estimated shipping cost & tax calculator on checkout page so, customers can see there is no hidden cost and can calculate the shipping cost accordingly.

estimated-shipping-cost-calculator

#3 Add Guest Checkout Option

guest check out

Always try to keep the checkout process short, simple and hassle-free. One way of doing it is not forcing customers to create an account on your site.  Not everyone who lands on your site has the time to make an account; rather they must be solely interested in buying something. So, instead of giving them the trouble related to creating an account, just have a guest checkout option and close the deal. You can only take Email ID to send transaction mail, bill and order tracking details during the guest checkout process rather all details.

Note – No need to add pop up of sign up on every page as well – Don’t frustrate the visitor of your site

#4 Maintain Quick Outreach

When a cart is abandoned, never put your trust solely on an auto response. Give personal attention to it.  Be quick in your response every time you get a notification of an abandoned cart and offer a helping hand to the users. Understand their pain points, and try to help them with their problems. Even if you cannot help them all the time, your sincere approach can surely make them appreciate your gesture.

Still confused? Well, we have seen many cases where users abandons the cart just because of coupon code error or card authorization error. In this case provide live chat option directly on check out page so, they can simply drop message without visiting the contact us form and had to wait for long process.

NoteWe have seen and experienced quick outreach on travel booking sites or loan booking sites. As soon as you close the site without booking or inquire anything they will call you within an hour and it works.

#5 Send E-mail after Cart Abandonment

abandoned-cart-mail-amazon

Many a time users abandon the cart just before checkout. In that case get their mail id. Use it as a source of communication and set an email drip to notify them of the left items in the cart.  Follow up those mails for a period of 24 hours. If there is no response, keep them updated about the latest discounts and coupon codes to trigger a call to action and completion of the process.

Note: Don’t spam their inbox by sending mails again and again.

#6 Perform Remarketing Ads

dynamic-remarketing-ad

Despite all your efforts, if you find that cart abandonment cannot be nullified completely, you can surely get back to such users with remarketing ads. Place a Facebook tracking pixel or Google Remarketing Tag on your site which will capture the behavior of a visitor. Craft a Facebook ad campaign or Google Dynamic Remarketing Ads that targets those users who left your website without making any purchase. Create ads based on the products they viewed, and tempt them into making a purchase.

Here is the list of audience for whom ecommerce store can set up remarketing ads and grabs sales from abandon cart users.

Audience 1 – Visited cart page but didn’t make any purchase (Average chances for sales)

Audience 2 – Visited Checkout page but didn’t make any purchase (Higher chances for sales)

#7 Offer Coupon Codes / Free Shipping/ Promotion Details

bogo-buy-one-get-one-free-promotion

On your website’s cart page, highlight what extra you have to offer. Customers love new offers, coupon codes, and discounts. Thus if you have any coupon code or discount for a particular product, showcase them in the checkout process. Moreover, if you keep the shipping free, it will bring a lot of smiles. Show the customers that they can get a great deal if they complete the checkout process. There are plenty of Ecommerce promotion ideas which can be apply on your store including

  • Free Shipping
  • Percentage based discounts
  • BOGO (Buy 1 Get 1 Free)
  • Quantity Discounts

#8 Have Multiple Payment options

ecommerce-payment-options

It is very important to have multiple payment options on your ecommerce site. With the increased use of plastic cash like credit cards and digital wallets, it is necessary that you keep all the options open. Doing so will help in improving conversions. Also, it will not turn away users who are habitual to a particular payment method.

preferred-payment-method-options

As per above statistics users prefers to pay via Credit cards, PayPal (Electronic payment) & Debit card mostly so, these kind of payment methods should be there on your ecommerce story without fail.

#9 Limit the Checkout Process

minimal-checkout-process

Follow the principle of KISS (Keep It Simple and Short) for your ecommerce website checkout process. The more clicks a user does in a site, the higher are the chances of cart abandonment. A report says, 28% of US online shoppers have abandoned an order in the past quarter solely due to a long or complicated checkout process. So, keep the number of clicks to three, let a user choose a product, add it to the cart, and check it out, resulting in simpler, faster, and better conversions.

#10 Minimize Distractions

The attention span of a person has drastically reduced to a mere eight seconds, so it is very important that you keep your website clean. Do not add too many banners or showcase too many ads. Cut off unnecessary product.

Conclusion

These are some high priority steps to optimize the checkout process to grab sales from users who abandons the cart. Reach out to those users via Email, Ad platform, social media and every possible way so, they come back to your store and buys that thing. Just one thing – Don’t spam their news feed, timeline, mail box by showing the ad again and again else they will mark it as a spam and may not come to your store again in future.

Tested Promotion Ideas & Marketing Platforms to Boost Sales for ECommerce Business in 2019

ECommerce business became very competitive because of many big fishes who is in the ecommerce business since ages and still expanding their business day by day. Apart from it each year many ecommerce business is being launched with new products, new concepts & unique offers but only few gets noticed. Ecommerce business will get success only if they hit the right audience with right approach & right platform. Some big Ecommerce businesses have their own marketing team or think tank team so, they do have proper channel for marketing. Here we will provide some of the verified and tested ecommerce marketing ideas for those ecommerce businesses who recently launched their business, small or medium size business or wanted to launch their ecommerce business.

There is plenty of different ways to do Ecommerce marketing including online and offline channel. Few of the popular Ecommerce marketing strategy includes

  • Run ads on TV
  • Run ads on Newspapers
  • Huge Banners across the country
  • Online Ads platform (FB, Google Ads etc)
  • Social Media Marketing
  • Influencer Marketing
  • & Many More…

One of the primary attribute in Ecommerce marketing which needs to be add in any advertisement is promotions / offers / discounts & deals. These are the important things which should be and must be there always. Here we will discuss about different promotion strategy for eCommerce businesses which needs to be implemented to get more sales.

So, Let’s start…..

Struggling to set the right promotion strategy for your Ecommerce business? Well, here we have compiled the various Ecommerce marketing/promotions strategy which you can apply on your store [Believe Us – All promotions strategy tested on various businesses]. Some E commerce businesses also raise doubts that even after applying promotion strategies, they couldn’t achieve sales as expected. So, here we are also listing the steps about how one can promote the coupon codes, promo codes or discounts to their targeted audience using various platforms.

Setting up an E-commerce website to sell products online – is doing just this enough to make money in the ecommerce industry? The answer is a big resounding No. Offering lucrative promotions and special offers to your prospective ecommerce customers is an effectual process of driving huge traffic to your site, gaining new customers, and boosting revenue. And the best part is you can harness the power of these promotions to encourage new visitors to become loyal, repeat customers of your business.

But in today’s competitive market, online consumers have become more savvy than ever and there are countless online buying options for them. Thus, standing ahead of the crowd is only possible when you can develop innovative promotion ideas. Implementing these strategies correctly with additional persuasion can help your visitors buy your products instantly and give you a great return on investment (ROI). But from the many tried, tested and suggested ways to promote ecommerce website out there, have you been able to plot the right one for your own business? If not yet, then get ready to find your answers today. So, without further ado, let’s start the discussion.

Types Of Effective Ecommerce Promotion Ideas

Just like brick and mortar stores, if you do not welcome your customers to your ecommerce store, it will take just a second for them to choose another option to make a purchase. To welcome your customers, you need to engage them. Special offers and promotions play an important role in engaging customers to an ecommerce website. There are some effective ecommerce promotion ideas that work wonderfully. Here is the list of some killer promotion ideas which you can include in your ecommerce marketing strategy.

Just Remember – “First Impression is the Last Impression”

#1 Free Shipping Promotion 

A study says, 9 out of 10 shoppers prefer free shipping when it comes to buying things online. A majority of consumers consider free shipping as an appealing offer and thus it can drive remarkable sales conversions.

office-furniture-free-shipping

There are mainly two ways through which you can offer free shipping on your e commerce business – conditional free shipping and unconditional free shipping. Conditional free shipping sets certain conditions to the free shipping offer for example.

  • Minimum order value
  • Select Items
  • Economy Delivery
  • Area-specific delivery

On the other hand, unconditional free shipping applies on every item and every order across all brands. Choose a method depending on your profit margins, shipping costs, and competition. Some Ecommerce store goes one step further by providing same day shipping, one-day shipping or free returns offers. This kind of promotion offers surely benefits to the business as people need their product as soon as possible.

#2 Percentage Based Discounts

Offering your prospective customers discounts on every buy is a way to draw people’s attention to your store and products. And eventually, this becomes helpful for your ecommerce business in increasing sales, improving reputation and boosting success. And one of the most common ways to provide discounts is with a percentage based discount. Usually, ecommerce retailers use small to large discounts as incentives to purchase. And sometimes, when it comes to flash sale or clearance sale, some brands even offer 50% or more discounts [Don’t judge, read next line]. Which discount you will choose to offer your customers completely depends on your profit margin and inventory stock.

shoes-percentage-discount

In the above screenshot, you can see that how this E-commerce business provides discount offer directly on product listing page. Apart from the discount offer, the product listing page perfectly sums up the details of the products. It has product image, available colors variants information, product name, price range, discount offer, ratings and reviews and finally, call to action button.

#3 Buy One Get One Free Discount

Buy one get one free (BOGO) offer helps ecommerce retailers allure their customers easily. Usually, this offer happens during festivals, events and major national holidays. Through this offer, you can create a perception for your customers that they are getting a great deal. And that is what drive sales for your business. The BOGO offer is designed in such a way that helps in clearing out, moving inventory and creating cash flow for an ecommerce business. To make people aware of this offer, set up a banner across your website showcasing BOGO offer through a compelling copy.

bogo-buy-one-get-one-free-promotion

As mentioned earlier, this kind of BOGO offers specially available during the festivals or holidays so, be prepared for it and announce such offers on your store a bit earlier before the offer starts to make the customers aware and get themselves for purchase. We have seen some Ecommerce businesses set up this offer specially on few product categories which directly connected to specific holiday. For e.g. few jewelry portals provides BOGO offer on mother’s day specially on jewelry items which can be gifted to mother. Ecommerce business can set up above BOGO offers during below holidays list.

  • Black Friday
  • Cyber Monday
  • Boxing Day
  • Carnival
  • Christmas
  • New Year
  • Diwali
  • Easter
  • Fall Sale
  • Father’s Day / Mother’s Day
  • Halloween
  • Hanukkah
  • Labor Day
  • Independence Day
  • Eid
  • Rosh Hashanah
  • Winter Sale
  • Valentine’s Day
  • & Many More (Yes, Holiday Season Never Ends)

#4 Get Free Item On $$$$ Purchase

free-gift

This offer applies to a certain amount of purchase of any particular product, working in various ways, such as a flat discount, a fixed percentage of discount and more. By offering these discounts, ecommerce websites can gain profit from individual customers as well as distributors and wholesale merchants. And every customer loves having free item when buying something. Thus giving away free stuff on a certain amount of purchase can certainly encourage your website users to often make bulk orders. Jewelry Ecommerce business is one of the ideal businesses to offer such promotions.

#5 Discount / Coupon Code On Sale Price

This offers the customers the chance of getting a certain amount of concession on sale or bill price by including a discount or coupon code. Just make sure your coupon or promo code is easy to remember and apply. The easier a promo code is easy to remember and apply the more it will be used and eventually the better transactions you will have over the time. To harness its maximum benefits, other than your website, share the coupon codes on third party websites as well to drive more traffic.

coupon code

Some Ecommerce websites provides coupon codes or discount for first-time users to encourage them to buy more products from the store to gain trust.

#6 Quantity Discounts

bulk-discounts-promotions

Offering lucrative discounts on a certain quantity of purchase can drive sales for ecommerce businesses. This offer can be advantageous for both the sellers and consumers when there’s any bulk order placement gets done.

#7 Reward Points

Offering reward points to customers has a significant impact on customer loyalty program in e-commerce business. And when you give importance to customer loyalty program, you get customer retention, new customers through referrals and an increased conversion. Show reward points based on affiliate sales or total products bought by your customers and give discounts accordingly.

One More Important Thing….

Each & every ecommerce business has their own range product categories or business model so, from above list it may or may not possible to apply all promotions for your business. It completely depends on the profit margin, inventory stock, ROI and other important things. So, decision is yours.

And, if you haven’t decided your range of product categories for your ecommerce business than here is the statistics of what users prefers to buy most from online.

online-shopping-categories

We hope now you might get good idea about promotions…..Now let’s talk about marketing platforms or types of online ads where you can promote above promotions to right audience.

How to Promote Promotions via Online Ads?

Confused? Don’t worry, we are here to help !

Offline businesses who owns any fashion store, toys store, mobile store or any other store still provides various promotions including discounts, BOGO offer and other benefits. They promote their promotions via different advertisements including local newspapers, local tv channels, radio, pamphlets, huge hoardings and other sources. But, here we are talking about Ecommerce website which has a large number of audience and above methods may or may not work.

By simply displaying discount coupons and freebies on your ecommerce website won’t make the cut, you will have to make potential buyers aware of such coupons and freebies. And the best way to do so is online ads. Powerful online ads not only make your offers and freebies known to your audience but also build brand awareness for your ecommerce website.

Here are some popular ways of running online ads to increase ecommerce sales:

#1 Google Ads

Google Ads are perhaps the most powerful online ads platform that allow ecommerce businesses to connect with a large audience. You have a wide range of options to run Google Ads campaigns.

Here are the main types of Google Ads:

Via Search Campaign

Google search campaign allows you to place your ads in the search engine result page. Through search advertising, you can bid to place an ad in the search results and fix the maximum amount you want to pay when someone clicks your ad. To get quality leads, make sure your ad reaches only the people who are likely to buy your products.

Ad Copy

search-ad-copyJust create a compelling ad copy and add the promotion details such as discounts, coupons, deals, offers etc. in ad title & description. This will help you reach a niche audience as compared to any other advertising method.

Search Campaign Extensions

Google Ads also provides one more feature called as extensions. Ecommerce store can promote their promotions via callout extensions which allow you to expand ads by 25 characters. So, one can set up callout extension with promotional offers.

Recently Google launched one more extension named Promotions extension where Ecommerce business can add their promotion details easily along with % discount, monetary discount and coupon code details. This extension works like a charm in search ads.

promotions-extension

Via Shopping Ads

You might be aware of Shopping ads because every online Ecommerce store runs this ad as it gives the highest ROI and very cheap. If you don’t know about these ads then you are missing a huge revenue source for your business. Don’t worry, we will explain about shopping ads here.

Shopping ads, also referred to product listing ads, feature specific products you sell in the search engine result page. To create a shopping ad and enable promotions feature to show your discount and coupon code to your targeted audience, you need to set up an account in Google Merchant Center and later you need to apply to Google team to enable the promotions feature for your store.

After enabling the Promotions feature for your Google merchant store, you can easily set up Promotions for all your products. Once you complete the set up, than users will able to view the coupon code/promo code details just below your product shopping ad which boosts chances of more sales.

merchant-center-shopping-promotion

Such ads stand ahead of the curve and help you grab attention, have a broad reach, get quality leads and gain high conversion and good CTR.

Via Display Campaign

gearbest-discount-banners

Display advertising, also known as banner advertising, conveys a commercial message visually, utilizing logo, text, images, animations, videos and other graphics. You can harness the benefits of users’ behavioral targeting and geotargeting to get the maximum advantage from display advertising.

Remarketing Ads

Dynamic remarketing ads are one of the finest features for any online ads platform. It allows Ecommerce business to display ads to those customers who visited your website earlier but didn’t purchase anything from it. For retargeting ads we can build several custom audiences to achieve maximum return.

dynamic-remarketing-adHere are few Audiences examples you can create in your online ads platform.

Audience 1 – Visited cart page but didn’t make any purchase (Average chances for sales)

Audience 2 – Visited Checkout page but didn’t make any purchase (Higher chances for sales/leads)

Audience 3 – Remained website for 45+ Seconds and didn’t make any purchase (Evaluate the average sale time and create audience accordingly)

Audience 4 – Visited particular product category page but didn’t make any purchase (High chance of product category sale)

We can build such custom audience on Google Ads, Bing Ads and even on Facebook Ads.

You can also promote your festival offers and deals through eye-catchy banner ads. Visually appealing banner ads create brand awareness among your targeted audience, give your products and offers great visibility and help you get a wide reach in an impactful way.

Note – Even if you don’t have main stream E commerce business and selling digital products then don’t worry, you can still run dynamic display ads for your business via Google AdWords using custom feed options.

#2 Facebook/Instagram Ads

Facebook and Instagram ads are a great tool to promote your ecommerce business, especially when you are targeting your products to the young generation. These are highly popular platforms to garner sales for ecommerce businesses. Report says, in 2018 Facebook advertising revenue has been amounted to 13.2 billion U.S. dollars. To stand ahead in this competitive arena, leverage all the lucrative benefits that Facebook offers.

facebook-offer-ad

Set up promo and offer ads on Facebook for your targeted and retargeted audience. Add discount or coupon code information in basic Facebook ads. Set up Instagram placement directly from Facebook ads. Post high-quality pictures on these social platforms, especially on Instagram, an image-heavy social network platform.

#3 Email Marketing

email-discount-offers

No matter what people say, email marketing campaigns (if run smartly) can increase your sales at a fraction of your marketing budget. Following are some email marketing ideas to grow your sales:

  • Send email to those users who added product in cart and didn’t purchase at least for 2 days
  • Send email to all existing customers/new customers
  • Send email prior to days/events/holidays, such as Black Friday, Cyber Monday, Christmas etc.

The golden rule of email marketing is every marketing mail should offer some value to your audience. If you follow it, you will certainly taste the success.

Quick Take Aways & Conclusion

If you are an e commerce business owner or planning to be one in near future, it’s quite natural for you to find out proven tactics that will help you get a flood of sales. Hopefully, after reading this post, now you have the idea of ways to achieve that. Whether you opt for Google ads or decide to implement Facebook or Instagram ads or take advantage of email marketing – the options are many. No matter which option you choose, if you are not aware of your buyer persona, then all your efforts will go in vain.

In any case, as now that you know what should be done, get started and go through the tips above mentioned, working for your store.

So, which promotional tactic has worked for you when it comes to promoting your products and offers and boosting sales? Do share your experience here in the comment section. I’d love to know.

To make things more easy “Hire Us” [WINKED]

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.

Micro Moments - The Game Changer in Online Business World 2

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.

Free Consultation

Free Consultation