6 Tips to Optimize E-Commerce Marketing

Contributed content / By Anna Shatalova / 9 July 2019

Optimizing your business's e-commerce operation isn't easy. Follow these 6 steps to give your customers the most positive e-commerce experience possible.

Business owners are often dealing with multiple tasks. If stretched too thin, owners can overlook the essential parts of their marketing strategy and site administration that provide users an excellent experience.

If you want to effectively manage your marketing strategy and site administration, you will need to avoid common e-commerce marketing mistakes.

E-Commerce Marketing Mistakes

This article provides 6 tips to provide users the most positive e-commerce experience possible.

1. Avoid Poor Hosting That Slows Website Performance

Website page speed is one of the factors that influence website positions in Google search results.

A page loading process that lasts more than 2 to 3 seconds has a dramatic effect on the online store conversion rate, according to Akamai research. Generally, visitors have no patience to wait more than 2 seconds and will leave the site.

To control the page speed, you can use the Pingdom tool, Google Page Speed Insights or Webpagetest site. Each site provides you with a full analysis of your website speed, file size, content size, and file requests. They show what to improve to increase the site speed.

You will also need suitable hosting to have fast pages, speed, and performance. Choose among cloud, dedicated, or shared hosting.

Cloud hosting means that the servers run in a virtual cloud. Cloud hosting provides improved reliability and doesn’t require resources from a specific physical server.

Dedicated hosting means that one server provides exclusive hosting for one organization. If you implement dedicated hosting, you don’t have to worry about site speed and unstructured data from other sites. Dedicated hosting makes it easier to analyze pages’ speed and issues, and to control the overall store performance.

Shared hosting means that one server hosts multiple websites. If your business has low to medium amounts of traffic size, shared hosting may be a worthwhile investment. As your site attracts more traffic, however, you will likely need to consider a different option to maintain high site performance.

Strong hosting will contribute positively to your SEO efforts and improve your marketing return on investment.

2. Use SEO-Friendly URLs, Titles, and Product Descriptions

SEO-friendly URLs, titles, and product descriptions contribute to both user and search engine bot experience on websites.

All will help a visitor to ingest the featured information and better understand your brand. At the same time, SEO-friendly URLs, titles, and product descriptions boost your chances to occupy high positions in Google search results, especially for product pages. Long-tail keywords in the URLs, titles, and product descriptions are especially effective.

ASOS has marketed a particularly detailed flat sandals product description.

asos sandals

Notice the SEO-friendly keywords featured by ASOS. In particular, the terms “sandals,” “slip-on,” “buckle,” and “wide-fit” will both aid the user experience and improve search engine result rankings.

3. Post Customer Product Reviews and Useful Content

Reviews will help build trust in your brand and are considered up-to-date content by search engines. Also, managing a useful blog will help express your brand’s philosophy and mission, and can teach your customers how to use brand products.

Overall, reviews are a powerful tool to improve your website’s SEO.

Frank Body unleashes the full power of customer reviews by including links to customers’ Instagram pictures with the products they bought from the store.

frank body website

Stylish photos and links to customer Instagram accounts are the kinds of touches that will increase loyalty to your brand.

Custom solutions and widgets are other examples of effective personalization strategies.

Blogs can also help deliver the brand vision your company is seeking by providing a forum for customer interaction and the advertising of specific products and events.

Gymshark creates fitness apparel & accessories and employs effective e-commerce tactics.

gymshark ad

Site visitors can create meet-ups with other athletes and access pop-up stores in different locations. The site also provides useful tips on how to eat, train, and live. Even better, all this information can also be found on the Gymshark blog and YouTube channel.

Posting customer reviews and other customer-centric content is an effective way to build trust in your brand and improve your e-commerce operation.

4. Make Your Website Mobile-Friendly

To achieve the best possible conversion rate, make sure that your website is mobile-friendly.

A mobile-friendly site is vital to business success today.

According to Statista, 62% of users accessed the Internet via smartphones. OuterBox reports that 79% of customers in the U.S have ordered products on their phones in the past 6 months.

Businesses should prepare to conduct nearly all e-commerce on mobile devices and design the kinds of responsive and interactive elements required to do so.

Businesses can also consider implementing a progressive web application (PWA). PWA’s are a set of web pages on your store website that can be added to the home screen as an application. There are multiple benefits:

  1. PWAs are cost-effective. To develop a native app, you will need more resources, developers for iOS and Android, ongoing support. PWA has a unified code structure that makes it easier to develop and support.
  2. PWAs are safe. All communications are done on the secure HTTPS layer.
  3. PWAs have useful features. Push notifications and instant loading regardless of network speed make for an ideal shopping experience.

Make sure that your site is responsive and friendly to mobile devices to improve your conversion rate.

5. Provide Clear Website Navigation

Your website’s structure should help shoppers easily access and buy products and communicate with your brand. Professional designers, UI/ UX specialists, and reliable software engineers can help you manage this task.

GANT provides clear and layered navigation so that users won’t be distracted and can find the right category and product.

gant navigation

Note how simply and clearly GANT presents its site navigation. Finding appropriate clothes or accessories depending on the user’s gender is easy.

Clear website navigation will improve your e-commerce and help consumers to better understand your brand.

6. Use Pop-Ups and Emails to Re-Engage Customers

With serious competition in the digital market, succeeding in initially attracting customers is not enough. Brands must re-engage clients who started but did not complete a purchase.

How can your business re-engage customers?

First, plan to collect customer emails when new visitors engage with your site. The most common way to collect emails is to deploy a welcome pop-up when a user first enters your site.

For example, in exchange for providing their email, customers can be offered a discount.

ZOOSHOE uses a simple pop-up to collect emails.

zooshoe popup

Notice how the large print of “Enjoy 20% Off” immediately gives site visitors a reason to share their email.

Companies like ZOOSHOE can send emails to customers who have incomplete purchases or left items in their carts. These companies can also regularly email customers with deals, offers, and product information.

This way, companies can increase their conversion rates and maintain semi-personalized communication with their shoppers.

Build a Successful E-Commerce Strategy

It is easy for business owners to make mistakes with their e-commerce strategy. But, in order to provide positive user experience, businesses must intentionally and intelligently plan e-commerce activities.

Remember to optimize your e-commerce marketing to earn serious business rewards.

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