The world of ecommerce is expanding at an astonishing pace. According to eMarketer, ecommerce sales $3.418 trillion in 2019, making up 13% of total retail sales.
In such a competitive landscape, attracting new customers and retaining loyal ones is challenging.
Moreover, no matter how effective your previous tactics were, chances are they will grow stale in 2019.
Ecommerce trends and customer habits are constantly changing. And, to stay competitive, you need to keep pace with them.
So, here are a few ways to boost your ecommerce sales in 2019.
Focus on Retaining Loyal Customers
Online retailers usually focus their strengths on acquiring new. However, what really ensures your business’ longevity is repeat customers.
Stats back me up on that. Adobe emphasizes that 40% of an ecommerce business’ revenue is created by only 8% of their customers. Moreover, your top 10% spend 3 times more per order than other customers.
It’s obvious that, to boost your ecommerce sales in 2019, you need to focus on boosting your loyal customers’ experiences. And, building a loyalty program is one of the simplest ways to do so.
According to the 2018 statistics, 71% of online buyers believe that their rewards program membership is a key part of their relationship with brands. Moreover, 70% of them are more likely to recommend a brand with a solid rewards program.
Freebies, exclusive deals, and massive discounts will keep your repeat customers happy. You could even host a social media giveaway to spice things up. When implemented strategically, giveaways can boost brand awareness, add a perceived brand value, and motivate your top customers to keep buying from you.
Create Compelling Content
According to the Content Marketing Institute research study, 56% of businesses allocated more resources to content creation in 2018, while 37% of them even decided to hire a content marketing team.
These stats shouldn’t surprise us at all. Content marketing can boost your ecommerce marketing strategy in multiple ways:
- Content skyrockets your conversion rate and drives more sales-ready leads to your online store. An average customer reads 3-5 articles on your blog before they buy from you.
- Great content increases people’s awareness of your brand and positions you as a reputable online resource.
- A wise implementation of your major keywords into your content will make you more findable on Google. Additionally, valuable backlinks your content earns and positive user experiences are also key factors Google considers when ranking you.
Sure, as more and more online retailers invest in creating amazing content, you need to refine your content creation processes. Every post you write needs to be informative, insightful, and engaging. It should be built around your customers’ search intent and help them solve their common problems faster.
Similarly to 2018, 2019 will be all about user experiences and engagement, so mind the content formats you use. Not everyone likes text-based content, so enrich it with other forms. Add HQ product photos to your blog, create explainer videos, and build shareable infographics that will speak to your customers and inspire them to buy from you.
Personalize Customer Experiences
Your customers want you to use it to provide highly personalized experiences at every stage of their purchasing journeys. According to the SalesForce study, 62% of online consumers expect retailers to send them relevant offers, based on what they purchased before. Another study shows that almost 60% of customers are willing to share their information with companies to get targeted deals.
So, let’s face it. The age of personalization is here and you need to adapt to it in 2019. Here are a few ideas to consider:
- Suggest products based on a customers’ previous searching/buying behavior.
- Know what your customers search most frequently and prioritize these products in the search.
- Send personalized emails, based on your customers’ behaviors. That’s what Amazon does. They send targeted emails to each customer, notifying them of discounts on products they’ve already viewed.
- Use geo-targeting. This is something all major retailers like Amazon or Target do to provide relevant deals and accurate information.
- Recommend related products. For example, if a customer purchases a dress, you could suggest matching shoes and accessories so they can buy their perfect outfit at once.
- Remind visitors of products they’ve previously seen.
- Show similar products to the one a customer clicked on or display the “People also view” section.
Tailor the Checkout Process to your Customers’ Needs
Designing a gorgeous online store and creating awesome content for it is important. However, to turn your visitors into conversions, you need to optimize their checkout experiences, too.
- Reduce the number of form fields. Require only those data that are relevant to you, such as a customer’s name, address, phone number, credit card number, etc. Some of your customers won’t be eager to register with your site and you shouldn’t force them to. Let them buy as guests to increase their purchasing experiences.
- Be honest about your shipping costs and services, delivery times, and prices. This is some basic information your customers will want to know before hitting the “Buy Now” button.
- Remove all unnecessary elements that may distract a customer from finalizing a purchase. Your goal is to make things as simple as possible and ensure that your calls to action are prominent.
- Provide a detailed FAQ page that answers your customers’ most common questions. The faster they find the answers they’re looking for, the more likely they will be to complete the purchase.
- Offer multiple payment options to meet the needs of a wider number of customers.
- Align your billing strategy with your customers’ needs. For example, you can turn to easy invoice finance to keep your cash flow pumping, which could be useful to stay competitive during the upcoming seasonal fluctuations and, at the same time, maintain solid customer relationships.
Build Trust with your Customers
In the world of ecommerce, the rules are simple. If they don’t trust you enough, your potential customers won’t buy from you. Everything, from your website design to the content you create impacts their perceptions. Here are a few steps to take to demonstrate your credibility.
Encourage user-generated content.
This is exactly why word-of-mouth marketing is a valuable aspect of your marketing strategy.
Getting your customers to share their own photos and videos of your product can boost your brand exposure and gain your customers’ trust. To encourage people to share UGC, you could even incentivize them with your popular products and great discounts.
Sharing customer testimonials strategically on your homepage, landing pages, or product pages is also a great way to prove your value. However, referrals coming from a person without their name and photo aren’t that persuasive. So, to make your testimonials relatable, add a photo of a customer, along with their full name (and job title).
Prove your site is secure.
Security of their personally identifiable information is online customers’ major concern. They’re aware of rising cybersecurity breaches and, if your site looks suspicious, they will run away.
To prove your online store is trustworthy, start by displaying security badges on all prominent places on your site, such as your product pages or the checkout page.
You should also invest in a solid SSL certificate. Keep in mind that, even if you use encryption, Google will label your site as “Not Secure” if you haven’t switched to HTTPS. If a customer sees that warning instead of a green padlock and the “Secure” label, they will probably leave your site without converting.
The holiday season has begun and it’s time to start generating customers.
Keep your loyal customers happy.
Create awesome content to prove your niche authority.
Provide personalized user experiences.
Optimize your checkout processes.
Build trust by boosting your security and providing social proof.
Above all, keep in mind that there is no universal strategy to implement. No matter how effective these tactics are, adapt them to make them work for you in 2019.