5 Marketing Tips To Boost Your Ecommerce Sales Strategy

Accentuate Team
By Hannah Gardner
10 min read
September 12, 2023
tips-for-ecommerce-sales

If you’re running an ecommerce business, you’re likely to be constantly on the lookout for effective strategies to grow online sales and increase your revenue. In a competitive online market, it’s essential to stay ahead of the curve and find innovative ways to attract customers and drive conversions to achieve business growth and market domination. In this article, we’ll delve into five powerful tips that can help you boost ecommerce sales.

But first, it is important to assess some of the main reasons why ecommerce sales can be a challenge, so that we know what problems we are trying to overcome. 

  • Firstly, competition. The ecommerce landscape is highly competitive, with countless businesses vying for the attention of the same target audience. Competing against established brands and other online retailers can make it challenging to stand out.
  • Secondly, constantly changing consumer behaviour can make it hard to know what will increase your ecommerce sales. Consumer preferences and behaviour evolve over time. Adapting to these changes and meeting the evolving needs of your customers can be complex. 
  • Next, supply chain issues. Delays in product sourcing, manufacturing, or shipping can lead to inventory shortages or slow delivery times, impacting customer satisfaction.
  • Lack of data utilisation can also cause obstructions to your E-commerce sales. Not effectively utilising data analytics to understand customer behaviour and preferences can hinder your ability to tailor your offerings and marketing strategies.

There are many other reasons that can make the process of boosting your ecommerce sales a challenge, but with central planning, continuous improvements and a willingness to adapt to changing market dynamics, these factors can be addressed. 

So, let’s dive into our top 5 tips for boosting your ecommerce sales!

1. Craft a Compelling and SEO Optimised Product Description

Know Your Audience

Before you start crafting or re-doing your product descriptions, it’s crucial to understand your target audience. What are their pain points, desires, and motivations?

There are two key sections you need to include in your product description which are.

  1. Product features
  2. Product benefits

Google loves to see the benefits of the product. There is a distinct difference between the two:

  • Product features are the practical information that the end user needs. These are often measurements and information supplied by the manufacturer. This is the information you will see repeated across websites selling the same products.
  • Product benefits are the positive impacts the product will have to the end user. They address customer concerns and highlight how your product solves their problems and can create a stronger connection and increase your conversion rate. It also makes your product description more unique, something else Google will love 😍
    • Examples of product benefits that can increase sales:
      • time saving
      • enhancing convenience
      • boosting confidence
      • discounts

Remember, the product description is probably the first thing consumers will read, so make sure it represents your products well, but succinctly, demonstrates it’s appeal and practicality.

Incorporate Storytelling

Weaving a story around your product can captivate your audience and make your brand more relatable, as well as building loyalty. Share the journey of how your product came into existence, the challenges you overcame, and the positive impact it has had on customers.

Storytelling adds a personal touch and will differentiate your brand from others, often evoking emotions that encourage customers to make a purchase. Stories can also address common pain points or challenges that customers might face, allowing you to showcase how your product solves these problems, and therefore provide a practical reason for customers to consider purchasing.

It is also important to mention that storytelling gives you a great opportunity to include relevant keywords that greatly improves the search engine optimisation of your descriptions and therefore website.

2. Optimise Your Website for Conversions

Streamline the Navigation

A cluttered and confusing website can drive potential customers away. Simplify your navigation menu, with a clear, organised and consistent structure, to make it easy for visitors to find what they’re looking for. Using clear categories and labels to guide customers through their shopping journey seamlessly makes for a better website experience, and therefore can lead to more conversions.

With this in mind, it is also vital to ensure your website is fully responsive and functions well on all devices, including mobile phones and tablets, especially considering that around 70% of online shoppers in the UK favour using their mobile phone. You can also incorporate other helpful functionalities into the navigation of your website, like breadcrumbs, which show users the path they’ve taken to get to a particular page and help them navigate backward easily, and footer navigation that provides an alternative way to access key content.

All of these adaptations will improve your customers’ experience on your website and ultimately lead to more sales, as they can easily find what they want and make a purchase.

High-Quality Images and Videos

Visual content is a powerful tool in the ecommerce world. Investing in high-quality images and videos that showcase your products from various angles allows customers to visualise how the product would fit into their lives. Clear visuals build trust and can significantly impact purchasing decisions, when customers have a clear idea of what it is they are buying.

A key addition to this is also the careful utilisation of white space. White space gives your website a clean and uncluttered appearance, making it easier for visitors to focus on your conversion goals, and making these quality product images and visuals stand out even more. Images are also a key way to engage users on social networks, with Facebook posts with images getting 2.3 times the engagement versus those without. High-quality images are more likely to be shared on social media, leading to a wider audience seeing your products and likely more interactions that lead to conversions.

Implement Clear Call-To-Actions

Your call-to-action (CTA) buttons should be strategically placed and designed to stand out. Using action-oriented language such as:

  • Shop Now
  • Add to Cart
  • Get Yours Today

This language is a great way to keep your consumers on track and compel them to buy.

In addition, contrasting colours and buttons that will attract attention visually, when positioned as the most obvious thing on the page, will lead to many more clicks and ultimately purchases. An effective CTA encourages visitors to take the next step, leading to increased conversions. It is also a good idea to track the results from your CTAs, in order to gain an insight into which designs, placements and wording are engaging the most customers.

3. Build Your Brand Awareness and Trust

Focus On Quality

Focusing on quality is paramount for the success and sustainability of your ecommerce business, whether that be of your products themselves, your website or your marketing campaign. Quality products and services lead to higher customer satisfaction and satisfied customers are more likely to make repeat purchases and become brand advocates.

When your customers are getting the service they want at a high quality, they are more likely to stay loyal, spend more and are less likely to be swayed by competitors. Through these positive customer experiences, buyers are more likely to leave positive online reviews that can attract new customers and influence buying decisions, as well as giving other general word-of-mouth recommendations. Positive word-of-mouth marketing can be highly effective and cost-efficient, as well as creating trust among your customers. 

Leverage Your Social Media Marketing & Align It With Your SEO Strategy

Consistent social media marketing can hugely increase ecommerce sales, as it drives more traffic which leads to more conversions. So, before you dive into your social media strategy, here are some top tips to align it with your SEO strategy:

  • It’s important to be clear about your target audience. When you have this information, you can then use data to determine the platforms that they are on, but also engage with, the most.
  • Once you have chosen the right social platforms for your business, it is important to keep your audience engaged by creating interesting content that resonates with them. When planning this content, align your social media topics with the keywords you are working on ‘getting to the top of Google’. If you’re wondering what types of content this could include, consider:
    1. Product showcases,
    2. Behind-the-scenes glimpses,
    3. Customer testimonials, and
    4. Interactive posts
  • Engaging content encourages likes, shares, and comments, increasing your brand’s visibility and ultimately shares your products with a wider audience.
  • If you have a piece of content that is evergreen on your website that is ranking really well on Google, then it’s good practice to revisit it with social promotion

How to use influencers to boost your brand and your SEO

Partnering with influencers in your niche exposes your products to a wider audience, and subsequently increase your brand awareness. This is because influencers have built trust with their followers, and their endorsements can carry a lot of weight, not to mention save you time on creating the content yourself.

When it comes to influencers, here’s our top tip:

✅ It is important to choose influencers whose values align with your brand for authentic and therefore effective collaborations

⛔️ If you work with influencers that have no relation to your brand, this can create inauthenticity

Influencers can also have a positive impact on SEO as they encourage engagement and conversation which gives positive social signals to Google.

Utilise Industry Expertise On Paid Advertising

Using paid advertising for your online business can be highly beneficial for increasing sales and achieving your business goals. Paid advertising allows you to precisely target your audience based on demographics, interests, online behaviour, and more, ensuring that your ads are seen by the most relevant potential customers.

Paid ads appear at the top of search engine results pages (SERPs) and on prominent positions on social media platforms. This means that even if users don’t click on your ads, they still see your brand and products, which will lead to increased brand awareness and recognition. It is also important to mention that paid advertising leads to a diversification of traffic sources.

Paid advertising complements your organic traffic sources, reducing reliance on a single channel and therefore improving overall stability, as well as reach for potential customers.

Want our help with your next PPC campaign? 

4. Offer Personalised Shopping Experiences

Gather and Analyse Customer Data

Gathering and analysing customer data through tools like Google Analytics can help you gain an insight to user accounts, purchase history and browsing behaviour, and is a great way to understand your customers’ preferences and conduct.

Gathering customer data will enable you to recommend products tailored to their interests. You can display recommendations prominently on product pages and emails, and you can do retargeting and remarketing advertising for products users have looked at but not purchased… yet! (You know when you’ve been looking at that really expensive product you’ve wanted for a while, then suddenly you start seeing ads following you around the internet…) 👀

Personalised product recommendations can significantly increase sales, with products being placed in front of consumers that they are very likely to want. You can also use geolocation data to offer location-specific deals or promotions to your customers. A key benefit to this is being able to provide accurate shipping information and options based on the customer’s location, making their purchasing experience as easy and seamless as possible.

Send Personalised Emails

Email marketing remains a powerful tool for ecommerce businesses. It is a really good idea to segment your email list based on customer behaviour and preferences. Address your customers by their name in your email campaigns and send them personalised product recommendations, exclusive offers like free shipping or discounts, and relevant content to keep them engaged and encourage repeat purchases.

In addition, having a well-thought out loyalty program is another great way to keep your customers engaged, and create a more personalised customer experience. Using email marketing to update your customers on their loyalty points and rewards, for example, can hugely increase your company’s sales, by gaining many loyal customers who will return to purchase again.

Suggest Additional Relevant Products 

Suggesting other items that your customers can buy can be a great way to enhance their shopping experience, and increase your ecommerce sales! The ease of clicking a displayed link to another product that they would need can greatly improve user experience, as it creates an easy shopping service. Similarly, offering alternatives of other products on your website can help to guarantee that customers find what they are looking for. Not only does this provide personalisation, but also can hugely increase your upsells and/or cross-sells, boosting your sales even more!

It is also worth mentioning that this technique can reduce the common issue of shopping cart abandonment, if customers can find all their products easily and in the same search, they are more likely to checkout, leaving your website satisfied with all the products or services they were looking for.

5. Provide Excellent Customer Service

Live Assistance

Integrate a live chat feature on your ecommerce website to provide real-time assistance to customers. This can help address any questions or concerns they have, ultimately leading to a smoother shopping experience and higher chances of conversion. Be sure to also prioritise swift resolution of customer problems, whether it’s a product or delivery issue, refund request, or questions about payment options.

It is also a great idea to have an automated system reply to customers when it is out of usual working hours. This will encourage customers to find the answers to their questions at the time they were intending to purchase, instead of abandoning their shopping carts and potentially buying with another company. 

Hassle-Free Returns and Refunds

Make your return and refund policy transparent and customer-friendly. Customers are more likely to buy when they know they can easily return a product if it doesn’t meet their expectations, with a verified and reliable money-back guarantee. A lenient and straightforward return process builds trust and customer loyalty.

Make sure to also always handle complaints gracefully. Address any issues promptly and professionally, offering solutions, compensation, or alternatives to rectify the situation. This will ensure high customer satisfaction, and ultimately lead to more recommendations and repurchases. 

Use the power of customer reviews

Today’s consumers know what they want, and have many choices of where to get it. So how do you prove that they should choose your business? Customer reviews are a great way to build trust among buyers, with 93% of consumers claiming that reading the reviews influenced their decision to buy something (or not!) Positive customer reviews, coupled with positive celebrity endorsement, can build a favourable reputation from your brand that can directly impact sales. In addition, these reviews are an invaluable insight into your consumer experience, giving you concrete action points to improve your business. 

Conclusion

Boosting your ecommerce sales requires a combination of strategic planning, effective marketing, and a customer-centric approach. By crafting compelling product descriptions, optimising your website, leveraging social media, offering personalised experiences, and providing excellent customer service, you can create a shopping experience that resonates with your audience and drives sales. 

The ecommerce market and consumer behaviour is ever-changing, and the combination of these factors can make for challenges when trying to boost the sales of your business. However, implementing these tips will provide the best chance for you to increase E-commerce sales and boost revenue, and ultimately dominate your market. 

FAQs (Frequently Asked Questions)

1. How quickly can I expect to see results after implementing these tips?

Results can vary based on several factors, including your industry, the quality of your implementation, and your current customer base. However, with consistent effort, you should start noticing positive changes within a few months.

2. Are there any additional costs associated with personalised email campaigns and live chat features?

Yes, there might be costs associated with integrating and maintaining these features. However, the potential benefits in terms of increased sales and customer satisfaction often outweigh the investment.

3. Can storytelling work for all types of products?

Absolutely! Storytelling can add a unique touch to any product. It’s all about finding the right angle and creating a narrative that resonates with your audience.

4. What’s the best way to gather customer feedback for improving personalised shopping experiences?

Utilise post-purchase surveys, reviews, and feedback forms to gather insights directly from your existing customers. Pay attention to their suggestions and use them to enhance your offerings.

5. How often should I update my social media content?

Consistency is key when it comes to social media. Aim to post regularly, but prioritise quality over quantity. It’s better to have fewer high-quality posts than to overwhelm your audience with frequent but less valuable content.

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