9 tips to improve your E-commerce
Yes, that’s exactly what I mean.
It doesn’t matter how large in profits or dimensions your e-commerce is: your initiative makes you a leader, which you should be very proud of.
Nowadays, every little detail can make a gigantic difference, and I’m here to share some of magic tips with you, to help your activity stay afloat in the big Global Market sea. This is not a “Holy Bible”, but it can sure help you to upgrade your marketing strategies and your business to grow.
1. Try your customer's shoes
Not literally, of course.
Think as a potential client. It could help you define what your service or product is missing at the moment. “What would I search for?” “What would I expect this item to be?” “Would I choose this solution, or would I opt for another?” If you’re able to perceive a problem and solve it, you’ll definitely find out a new audience who’ll be surprised to be understand. Concretely, in order to improve your e-commerce, what you could do is to increase the knowledge of the customer and try to see the shopping experience through his eyes. In this way you will be able to understand how consumers interact with the application and identify where you can improve its usability.
2. Take advantage of the new "4P"
The marketing mix is composed of four fundamental factors useful to the definition of the perfect marketing strategy: they are the 4 P of the marketing (Product, Price, Place, Promotion). The key to the success of a strategic marketing plan is to find the right balance between these factors so that they meet together the needs of customers and business objectives. Recently, digital strategy expert Sean Macdonald highlighted the presence of some new “P” around which marketing strategies should focus:
- PURPOSE: hold, share and communicate the values your audience considers important. Adapt your corporate marketing strategies to the needs of your users.
- POSITIONING: be careful! Focus on how to present your product or service flank to a strong experience that allows you to increase the involvement of younger generations, focused more on the emotions that derive rather than on the material objects themselves, so that they are more likely to become loyal customers.
- PERSONALISED: If you are able to offer your customers a product on which they can put their “signature”, making it unique, you are definitely a step forward. Insert in your collection some basic pieces that your consumers can customize, being guided by their style.
- PARTNERSHIPS: Having famous testimonials next to your product will decisively increase your credibility and your reputation. One strategy that many brands are using is influencer marketing, which prevents the involvement of testimonials or bloggers with broad social media appeal. Through the status of experts that is recognized in a specific sector, they can test, validate and then communicate to their followers the goodness of a brand or a product. Today this strategy is becoming increasingly important, so that 67% of professionals in marketing and communication engage influencers for the creation of promotional content.
3. Use the word of mouth
Advertising is an indispensable cornerstone, especially in the online marketing field. Investing in social-mediated advertising and professional campaigns remains a valid alternative. But what about word of mouth? Marketing strategies based on this technique (WOM Marketing Strategies) can help you grow faster through the dissemination of information by people who know, use and appreciate your product or service. The suggestions of those we trust are, indeed, the “advertising” considered the most secure and on which we tend to trust, as demonstrated by the “Global Trust In Advertising Report” of Nielsen.
An example of the effectiveness of this technique is the case of success of the brand Daniel Wellington who, initially, managed advertising only through bloggers, celebrities but also ordinary people. This has accelerated the process of customer loyalty and has contributed to the growth of the awarness and brand fame.
4. Create the need
In order to place our product or service on the market it is necessary to create a purchasing need in the consumer. If it does not already exist, of course, it is necessary to intervene to create it and to be able to close the sale in a spontaneous and linear way. Try, then, to identify the different mental paths that a consumer can follow in his purchasing process. Think of different issues that a person may be encountering in life (what the market is needing at the moment), consider various starting points, from which different users can “start their journeys” and place a unique finish line: your solution.
In most cases the needs that the seller is called to create are generated by different psychological factors: in marketing one of the tools most used for this purpose is the principle of scarcity, a persuasive technique that convinces the customer because it conveys a sense of urgency in view of a depletion of the product or service to which they are interested. When the object of desire has a limited availability something snaps into your client’s mind, he realizes he doesn’t have much time. After all, no one likes to find out that the desired product is sold out, so relying on the principle of scarcity can lead you to an increase in sales of your e-commerce!
5. Use tools to control insight
If you do not want to spend time and money on tools that allow you to check the performance of your e-commerce in detail, you can opt for some options that perform this analysis completely free of charge. Social Media can now provide you with Business Accounts and other features that monitor your level of engagement! Thanks to the analysis of the data it is possible to identify which specific contents have a better result and which get feedback not in line with the target, in order to optimize the communication campaigns; Indeed, marketers face daily a continuous and rapid evolution of their target audience. This means that, together with the age of consumers, their tastes and requests also change; it is essential, therefore, to be able to develop a marketing strategy based on real insights but above all on time in order to grow your e-commerce.
6. Don’t think too widely
Many entrepreneurs tend to take their e-commerce as an instrument to reach the entire world in a snap. But that’s not completely true. Decision-making processes in “what’s my final destination?” have to take into account some important factors that may stop our flow anytime. Think, for example, to the psychic distance that exists between your country and the others: a different language, a different cultural background and a significant geographical distance (essential, especially if we are dealing with products that need to be physically shipped) could be great barriers, if not completely well-considered. Another operating element that often limits the growth of a company is the wrong selection of team members: choosing quantity over the quality of the people who will support you in the climb to success never proves to be an appropriate choice. It is from competent and creative people that you receive valuable input. To build a successful team then, it takes so much goodwill and people who really want to make a difference and that reaching their purpose and their goal make grow the team of which they are part and, at the same time, develop as individuals.
7. Knock on the other's door
Do not be afraid to “disturb” your neighbors: if you think you have run into a potential customer, partner or investor, do not hesitate to contact him. A proactive approach is always a good choice. As you have heard many times it is essential to “court” customers, but not only! If you want to grow your e-commerce, the same attention should also be paid to possible partners or investors: indeed, the trust that they will put in you will be the key to profitable gains!
8. Find a balance
It is essential to find a compromise between an absent contact and an oppressive presence: indeed, maintaining a direct contact with customers allows them to feel more involved and stimulates them to buy from your e-commerce so that they do not feel forgotten and be in the throes of competition. Notifications, for example, are a great way to remind consumers of your existence. Putting some limitations on sending these is, however, a good rule if you do not want to risk annoying the customer by pushing him to get away from you.
If you want to give your e-commerce a decisive twist, you definitely need to transfer it to a mobile device. How? With an app! Today we use apps to learn new recipes, watch videos, go shopping: we do almost everything thanks to a smartphone. and that’s exactly what you need to focus on to get more directly to your customers in order to increase your level of engagement and reputation.
Of course, moving your e-commerce from a web platform to a mobile platform seems like a challenge, when you can’t count on anyone’s help. But I’m glad to tell you that you’re not alone: you can rely on Shoppy.
If you based your e-commerce on Shopify and you’re ready to take your business to the next level, Shoppy has been conceived to guide you through the entire process. From moving your collections to the App, to sending your customers notifications and offering multiple languages and currencies, Shoppy will be your partner in crime and work with you side-by-side in this completely new way of doing business.
Long story short, if you’re reading this you already have spent too much time on learning and need to go practicing these magical tips right now!