eCommerce store owners and marketing managers often ask how our agency can help them increase their rate of sales and overall growth.
We always begin by examining where the business stands today; what their current revenue is, and what their goals are for growth.
Now let’s say the company would like to grow its eCommerce website capabilities and revenue from $3 million to $10 million. First we’d investigate the feasibility of growing the company to $10 million in revenue and then deliver a plan of execution.
The best eCommerce marketing strategy focuses on three important goals:
- Get more customers
- Get customers to spend money more often
- Get customers to spend more on each transaction
How do we help eCommerce stores get more customers?
Our approach (and this is the right online marketing strategy for eCommerce websites) is to direct marketing efforts to the places prospective customers are focusing their attention – in other words, wherever prospective customers are searching for products or services (or information) like the ones your eCommerce store sells.
Typically, prospects channel the majority of their attention on Google and Amazon. We assess how much demand there is for the products in your category and figure out a competitive strategy to divert that attention to your eCommerce store instead.
This involves competitively positioning your products so that customers will actually find you instead of your competition.
Once a prospect is on your landing or product page, our goal is to make sure that every product page is optimized to the hilt so it has the highest probability of converting.
The next strategy we implement is to increase the number of transactions with the same customer. Typically, our clients achieve 20% to 40% in repeat business. The same customers who bought once will probably buy products in that same category again.
As long as the eCommerce store is providing great service and delivering great products, the marketing strategy has the desired outcome. But this part falls in the hands of the business owner and/or management team and not the eCommerce marketing agency.
What we, the agency, does control, however, is the channel of communications between the eCommerce business and their customer. We make sure that we communicate with those customers as frequently as necessary without pushing the boundary of being annoying.
How do we communicate with the customers?
The primary mode of communication is email. We do follow-up with existing customers when it makes sense and deliver them promotional emails, encouraging them to do more business with the eCommerce store.
We also focus on abandoned shopping carts because we know that people who have visited your website once and put something in the shopping cart, have a very high probability of converting at a later date. And we make sure that we follow up with those prospects, usually with promotional offers, even when they don’t provide an email address.
Why are we so adamant about converting these customers? Because our approach is to make a sale to acquire a long-term customer, not acquire a customer to make a single sale.
Our goal is to generate as much repeat business as the market will bear by intelligently following up with existing customers to assure that when the timing is right, they buy more products from our clients.
The third important way in which we help eCommerce stores generate more revenue is by increasing the amount of each transaction.
How do you increase the value of each transaction?
Some ways are simple and straightforward like suggesting complimentary products or other add-ons, sending follow-up emails after the customer already made a purchase, and so on. But for more expensive, complex products and services, we even train our clients to follow up with customers by phone and ask them whether the product fits, if they are satisfied, etc. This all builds trust and a solid relationship between our client and their customer to assure that in the future, this customer buys more and more from the same place.
Once again, follow-up is incredibly important in building a loyal customer base that keeps on giving you more and more business. So to sum this up again, the primary aims are to:
- Drive more customers to, and convert them on, your eCommerce website
- Maximize the number of times customers actually engage in repeat business
- Maximize transaction value
After one of the Top eCommerce Web Design Companies builds you a high-performance website, enlist an expert digital marketing agency to implement the above-mentioned strategies successfully, and your business will grow. It is possible to double or even triple your eCommerce business in a very cost effective way.
If you are currently facing challenges in growing your business or with any of the previously mentioned three categories, reach out to us.
Schedule a consultation where we’ll assess your current situation and your revenue goals and devise a plan of attack.