The e-commerce industry in the world is currently worth £78
billion and set to exceed £87 billion over 2013. Businesses are starting to
realise that having an optimised website is a must to attract new customers and
gain business.
As businesses struggle to maintain their presence on the high street, companies need to make sure that they are utilising both on and offsite marketing to improve their chances of success.
A. On-site
Shoppers want to find things quickly, so offer a high-quality search tool to improve the customer journey and keep things simple. Don’t rely on customers typing keywords into .the search box — let them filter results by size, location etc.
Layout is also important, so utilise your space well, making sure pages are not cluttered. Rotating banners at the top of page help to engage customers immediately and should be directly marketed towards customers, using dynamic display advertising or behavioural retargeting.
Fresh content is essential for improving on-site SEO (Search Engine Optimisation) and a simple way to do this is with customer reviews and recommendations. Impartial reviews help to improve site credibility and give customers additional details about your product or service.
44% of consumers abandon online purchases if the checkout process is complicated. Having to register with a site or sign up to a credit account often leads to basket abandonment, so it’s important to offer a guest checkout and a variety of payment options.
B. Off site
65% of consumers prefer to buy from marketplaces or auction sites1, so don’t ignore this channel, which offers an existing community for you to target.
Comparison search engines (CSEs) allow consumers to compare items by price, brand etc. If you integrate your products into a CSE, their visibility and accessibility to online shoppers will increase.
Affiliate programmes can also be a good source of traffic for businesses, as they send traffic to your site from theirs, in exchange for a small commission. The more relevant the content is to your products or services, the more traffic you will get to your site.
If a customer leaves your site empty-handed you can retarget them with display adverts that show them similar products in the hope that they will return to the site and complete the transaction.
Social media should not be forgotten, as it allows businesses to socialise with their customers and fans and lets people stay up-to-date with brands they are interested in. Including links to your e-commerce site from your social media pages also helps to increase traffic.
C. Easy e-commerce
Businesses need to engage with customers across all channels, both on and offline if they are to thrive and the way to do this is with data. There’s so much data available that businesses know who their customers are, where they are and how to interact with them.
Once you have engaged with a customer, you will be exposed to their personal details, which you can segment so you can target them with relevant offers and updates.
If your database is properly organised you’ll be able to directly target your customers with personalised information to encourage more interaction, return visits and business opportunities.
As businesses struggle to maintain their presence on the high street, companies need to make sure that they are utilising both on and offsite marketing to improve their chances of success.
A. On-site
Shoppers want to find things quickly, so offer a high-quality search tool to improve the customer journey and keep things simple. Don’t rely on customers typing keywords into .the search box — let them filter results by size, location etc.
Layout is also important, so utilise your space well, making sure pages are not cluttered. Rotating banners at the top of page help to engage customers immediately and should be directly marketed towards customers, using dynamic display advertising or behavioural retargeting.
Fresh content is essential for improving on-site SEO (Search Engine Optimisation) and a simple way to do this is with customer reviews and recommendations. Impartial reviews help to improve site credibility and give customers additional details about your product or service.
44% of consumers abandon online purchases if the checkout process is complicated. Having to register with a site or sign up to a credit account often leads to basket abandonment, so it’s important to offer a guest checkout and a variety of payment options.
B. Off site
65% of consumers prefer to buy from marketplaces or auction sites1, so don’t ignore this channel, which offers an existing community for you to target.
Comparison search engines (CSEs) allow consumers to compare items by price, brand etc. If you integrate your products into a CSE, their visibility and accessibility to online shoppers will increase.
Affiliate programmes can also be a good source of traffic for businesses, as they send traffic to your site from theirs, in exchange for a small commission. The more relevant the content is to your products or services, the more traffic you will get to your site.
If a customer leaves your site empty-handed you can retarget them with display adverts that show them similar products in the hope that they will return to the site and complete the transaction.
Social media should not be forgotten, as it allows businesses to socialise with their customers and fans and lets people stay up-to-date with brands they are interested in. Including links to your e-commerce site from your social media pages also helps to increase traffic.
C. Easy e-commerce
Businesses need to engage with customers across all channels, both on and offline if they are to thrive and the way to do this is with data. There’s so much data available that businesses know who their customers are, where they are and how to interact with them.
Once you have engaged with a customer, you will be exposed to their personal details, which you can segment so you can target them with relevant offers and updates.
If your database is properly organised you’ll be able to directly target your customers with personalised information to encourage more interaction, return visits and business opportunities.
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