eCommerce is slowly but surely taking over the world. “In 2020, there were a total of 256 million digital buyers in the United States. This figure is projected to increase to 291.2 million online buyers in 2025. The most popular online shopping categories in the United States include fashion, and electronics & media.” This means that businesses need to be on their A-game when it comes to their brand and website if they want to play in the eCommerce arena, as eCommerce is going to be prevalent in pretty much every business market worldwide. To have a successful eCommerce business and stand out from your competitors, you’ll need to go beyond the basics of just creating content.
Below outlines creative ways to ensure you can boost your eCommerce sales through different forms of content creation:
Make Your Site Mobile Friendly
This may seem obvious, but you’d be surprised by how many eCommerce businesses don’t have their websites optimized for mobile usage. In today’s world, technology is more than just a laptop. There are smartphones, iPads, tablets, etc., and consumers are using them all to shop. 100 million users worldwide own tablets, and 79% of smartphone users have made a purchase from their phone in the last 6 months. Guaranteed these purchases have only been made from mobile-friendly websites, as users don’t have the time or patience to try to navigate confusing websites on their mobile devices.
Here are a few tricks of the trade to ensure your site is ready to perform on mobile:
- Make your mobile site responsive and ensure it loads quickly
- Optimize your mobile site with SEO tricks to improve site search
- Simplify the checkout process and offer Apple Pay, Google Pay, etc. for easier payment options
eCommerce sales hit $408 billion dollars just in the first half of 2021, so it’s time to ensure that your business is hitting all areas of technology so you can have a piece of that profit.
An underrated attention grabber that companies should take advantage of is “flash sales”. For example, a clothing retailer could do a 12-hour flash sale of 30% of all full-priced clothing items. Using urgency with the time-bound sale combined with great deals makes customers act immediately rather than wait. Psychologically speaking, flash sales invoke our human instincts to impulsively purchase goods just in case we miss out on the deal. Flash sales can be a great tool for eCommerce businesses, as long as you prepare for them appropriately. Consider the following points when crafting a flash sale marketing strategy:
- Time: check your analytics to see when your shoppers make the most purchases, but generally flash sales do best when they occur during the week between 8 pm and 9 pm.
- Duration: They’re called “flash sales” for a reason- they shouldn’t last for a long time. Aim for 12 hours or less.
- Customer retention: Use this opportunity to snag new customers and turn them into returning customers by collecting form data, such as their email addresses. Once you have their email, you can nurture them into more regular customers in the future even if they don’t purchase from the flash sale, so it’s a win-win.
Flash sales are a great marketing tactic for selling out-of-season stock or products that are underperforming, as well as to sell products that aren’t normally on sale! New seasonal products usually won’t be on sale until the end of the season, for example, but flash sales can work on products that you normally don’t see discounted (this is a big reason why Amazon’s Prime Day works so well).
Finally, make sure to review your analytic data after your sale is over to determine whether you need to make tweaks in your strategy.
Free Samples or Discounts
In addition to flash sales, giving additional discounts and free gift samples are fabulous ways to boost your eCommerce sales and turn new consumers into loyal customers. For good reason, many retailers are hesitant to give away their products for free. But think about it: if you need to build your clientele or establish loyalty with existing customers, you can throw in a lower-priced product or sample for the customer to try out.
If the customer likes the product, chances are they will come back and purchase it. Offering discounts on products that are underperforming ( the customer doesn’t know it’s underperforming), will entice the customer to purchase the product. When that occurs, it frees up storage on products that would just be sitting around, and you’re still making a profit.
What consumer doesn’t like to hear “Buy 2 and get 1 free”? This oldie-but-a-goodie strategy works for both eCommerce and brick and mortar stores; there’s a reason why it’s been around for so long! As we stated above, customers love free things, and they will often look past the fact that they need to “buy two” to get something free. Thus, blasting marketing content around multi-purchase deals is a great way to boost your eCommerce sales and increase your average cart value. That being said, companies should only offer this deal on products or services that have a sufficient margin to make the deal profitable.
Start a Loyalty Program
Loyalty programs are an amazing way to increase eCommerce sales. And with the increase in online shopping traffic due to the Coronavirus pandemic, loyalty programs are more important than ever for eCommerce businesses.
Loyalty programs improve and build relationships with customers, gather valuable customer data, increase repeat purchases, and help lower marketing costs. Joining loyalty programs should be easy to do via registration and should outline the perks by joining. Companies should also offer regular communications and special deals to keep customers engaged.
A huge perk that many companies offer with loyalty programs is free shipping. If your business doesn’t offer free shipping either with a loyalty program or in general, now is the time to get started. That being said, free shipping is only an incentive to buyers if the business can guarantee a product will arrive within the time frame that they promised the consumer.
This is where third parties come in handy to help fulfill orders and make sure the orders are delivered within the previously specified time frame (for example, Deliverr lets companies easily fulfill orders in just two business days).
Automate Abandoned Cart Recovery & Timed On-Site Pop-Ups
According to research conducted by the Baymard Institute, the average online cart abandonment rate is 69.89%. That means that almost 70% of people who are adding an item to their shopping cart on an eCommerce store are leaving the webpage before purchasing items. To avoid these scenarios, companies should implement automation and re-engagement tactics such as emails, marketing ads, and timed on-site popups.
Pop-ups can remind customers once they log back into the site that they still have items in their shopping cart, thanks to databases that store customer information. A nice feature that companies can also implement is when a customer is unsure about buying products, a pop-up can show up on the screen offering them a discount and free shipping on orders over “x” amount — this will help you avoid those who get to the checkout page, see the shipping charge, and close the window, never to return.
Run an Influencer Campaign and Create a Brand Hashtag
Influencers are highly sought out in the eCommerce world, especially since they have a huge following and, well, influence. Influencers can help build immediate trust with your customers since their followers look to them for influence on trends, products, clothing, etc. Look for influencers that are genuine and will work with you on creating authentic content. Also, creating a brand hashtag can help around the discoverability of your brand on social media. Brand hashtags will also help influencers or followers associate themselves with a company’s business.
Get creative when promoting your company and stand out. Being clever and smart with your content will help boost your eCommerce sales like no other. Get started today!