The internet has become an influential shopping tool, allowing consumers to research, compare and analyse before deciding to purchase a product. But, if on the one hand it has become easier for buyers, it has also been the case for those who seek to undertake online, since they have a variety of resources to sell their products in the digital world. Although the ease has also caused the emergence of a highly competitive market and it is here that digital marketing comes in. Running an e-commerce business requires a special dedication to marketing strategies to stand out, attract potential customers, and convert.
Why do ecommerce companies need to do Digital Marketing?
Digital marketing actions are an effective way to optimize the visibility of your electronic commerce on the internet. In an increasingly competitive environment, any detail can represent a great advantage over others.
When it comes to online stores, digital marketing techniques are generally applied differently than with traditional brands. The great distinction is in the marketing of products, which requires a differentiated stance to achieve conversions.
If you are looking for a greater number of sales, there are some aspects and functionalities that you should consider in your e-commerce platform, in addition to disclosure techniques. All this has a single purpose: to promote you’re positioning in search engines and the positive experience of your buyers.
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8 good practices of Digital Marketing for e-commerce
Next, you will discover 12 practices to stand out in the digital context, win customers and increase your sales.
1. Product display
Visuals are the main attraction when purchasing a product and the first thing that catches the public’s attention.
Both images and videos allow you to show the details of a product simply and quickly, without users having to necessarily read their information.
The resources of image magnification (zoom), 360º videos and 3D technology are very useful to increase the conversion and improve the user experience.
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When talking about videos, external platforms, like YouTube, are also a great way to gain public trust.
YouTube, specifically, is the second largest search engine after Google, so uploading videos about your product using key search terms can make all the difference to your sales.
2. Copy of the page
The texts of your product page must be strategically thought to meet the needs of the public and search engines.
This means that, in addition to the description, elements such as the URL, the title and even the alternative text of the images must be optimized with the appropriate keyword so that Google presents your product in its results and, thus, consumers find you more easily.
3. FAQ (frequently asked questions)
Including an FAQ section is a way to help answer your customers’ questions and provide a good experience within your e-commerce.
Additionally, it allows positions in search engines, especially for long-tail keywords, more specific search terms, less competitive and more profitable.
This will generate more authority and organic traffic, two great benefits of digital marketing for your e-commerce.
4. Product qualification
That online commerce is becoming highly competitive is no longer news. More and more online stores are springing up, prompting search engines to find new ways to show audiences what is trustworthy and what is not.
The ranking function allows your customers to evaluate and rate your product, usually with a score of 0 to 5. This factor is recognized by Google, which in turn collects the scores and presents them in their results with the aim of illustrating reliability. Of your product for other interested parties.
Along with the rating, it is also recommended to provide a space for customers to write their analysis and opinion.
5. UGC (user generated content)
There is nothing better for marketing a business than a satisfied customer. This is the premise of the UGC, also known as user-generated content, a strategy for your own customers to promote your business.
The UGC can be applied in different ways. One of them is related to the rating that we mentioned earlier. When a buyer expresses a positive experience, they make other people trust and feel motivated to buy the product.
User-generated content can be promoted within your e-commerce platform (with a space to share photos, experiences and opinions) or in other channels, such as on social networks, through marketing actions, use of hashtags, among others.
6. Attention via Chabot
Thanks to artificial intelligence, technologies such as catboats have been transforming the reality of many electronic businesses. This resource allows businesses to implement a service system through a chat based on automated questions and answers.
In this service model, the Chabot becomes an agent capable of personalizing the user experience, offering information about prices, discounts, product availability and more.
Thus, it acts as a full-time salesperson, helping to retain customers and convert purchases.
7. Advanced filter
This factor is of utmost importance, especially if your e-commerce has a large number of products. Filters fulfil the role of organizing the search for products according to their categorization.
Advanced filters are an option to facilitate user navigation and make the purchase process a fast and pleasant experience.
The usability of the filters must consider, in addition to the types of products offered, the behaviour of consumers and the relevant information they seek about them.
For example, for a category like “T-shirts”, a filter of “Material” could be applied, while for “Pots”, it could be filtered by “Volume”, both are relevant data at the time of purchase.
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8. Wish list (wish list)
A wish list or wish list allows users to create personalized pages with products that are of interest to them. They are used, in general, to share lists of gifts for birthdays and weddings, for example. Although they can also be used for the user to save products and make their purchase at another time they deem appropriate.
For e-commerce, these lists are powerful marketing tools, since they allow to capture a large amount of information about the preferences of the buyers and to create remarketing and email marketing campaigns, offering promotions, discounts and even related products.
This resource favours the interaction between the client and the business and considerably increases the possibility of conversion.