The biggest downfall for many online sellers is getting distracted by the “Next Best Tool” rather than focusing on the essentials that will actually increase your eCommerce conversion rate. Throughout this episode of Marketing For eCommerce, I discuss 4 tips that are simple, yet critical, to understand. They will help you focus on what’s important in your business model, attract the right customers, and convince them to commit to a sale. It’s an episode not to be missed – listen now.
#1 – Build an effective website that highlights your propositions
There are 3 main segments of content that any effective eCommerce website must contain. Here they are.
- An “About Us” page that shows off your brand and the team behind the scenes
- FAQs that answer customer questions and eliminate the obstacles that are preventing them from buying
- Selling propositions that are highlighted at every opportunity
These website segments allow you to build an authentic connection with your audience. It also results in a higher level of brand trust with all your followers. You also need to keep everything on your website congruent – fonts, colors, themes, etc. Buyers are put off by inconsistencies they see from page to page, or even from a Facebook ad to your website.
#2 – Implement a content/education-based marketing strategy
It’s not enough to simply share your product specs data with your audience. Education-based and content marketing strategies allow you to share a bigger picture of the entire industry with your buyers and explain to them why your product or service offers the best solution to their problem. This is achieved through blog posts, videos, webinars, live Q&A sessions, etc. The creative possibilities are endless!
#3 – Know what products are your best sellers, the ones that lead to the highest eCommerce conversion rate
You also must know which products/services are currently providing your highest levels of eCommerce conversion rates. If you don’t know this key component of your marketing math, you won’t be able to scale your business appropriately. For more insider information on the why and how behind capturing your business’s data and analytics, be sure to check out episode 3 of the podcast.
#4 – Leverage the power of social proof
Humans are hardwired to look at what our tribes are choosing and purchasing. This form of validation is called social proof, and it allows our brains to make quick decisions based on the success of other customers. If our friends (or even reliable internet strangers) enjoy and use a product, we’re much more likely to make a buying decision. You can monetize this tribe mentality and it can result in higher eCommerce conversion rates for your business.
Outline of This Episode
- [0:34] These essential tips will increase your eCommerce conversion rate
- [2:16] #1 – Build an effective website that highlights your propositions
- [4:23] #2 – Implement a content/education-based marketing strategy
- [5:09] #3 – Know what products are your best sellers, the ones that lead to the highest eCommerce conversion rate
- [6:25] #4 – Leverage the power of social proof
- [9:30] Pay close attention to what you do post-purchase
Resources & People Mentioned
- Ep 2, “The 2nd Deadly ECommerce Marketing Sin: Using A Price Point, Not Propositions”
- Ep 24, “These 3 Strategies For Education-Based Marketing Will Drive Engagement”
- Case Study on eComUnderground
Connect With Bryan Bowman
- On Facebook
Subscribe to Marketing For eCommerce on iTunes