How to Optimise Your Ecommerce Marketing Strategy?

DSM Digital School of Marketing - marketing strategy

Ecommerce has been gradually growing for the past few years, slowly displacing traditional retail sales as well as becoming the default way that most people (especially the younger generations) purchase items. That is until late 2019, when lockdowns around the world forced most people indoors and made physical retail a rarity.

The pandemic accelerated the adoption of ecommerce. Obviously, any business which hadn’t been fully present on the internet would have lost a significant number of sales during this time. Even if a business got a website up and running quickly, they would likely be lacking the marketing presence needed in order to maximise sales.

The trend toward ecommerce will certainly continue, and each day brings new opportunities to optimize your strategy, get your products before as many potential customers as possible, and convert them into repeat customers to boost your bottom line.

Integrate An Analytics Tool Into Your Website

For many of your basic needs, Google Analytics (GA) and Google Tag Manager (GTM) will do. It’s pretty easy to install GA and GTM if you use Shopify. If you want more context behind your data, you can get these sorts of insights from heat mapping and user action recording tools.

Simply integrate the tool you choose with your website, start tracking your customers’ behaviour, and improve your ecommerce conversion rate with data-led strategies. Get deeper behavioural insights through heatmaps.

Through heatmaps, you can track where your customers move, hover, and click. As you know what areas get the most attention, you can reposition elements on your page for better ecommerce conversion rate optimisation.

Implement Social Commerce

A lot of individuals live on social media these days, for better or for worse. That represents an opportunity for business owners to leverage the advertising tools on the major social platforms in order to make their offers to potential customers, however many people are desensitised to advertisement and will frequently simply not see them.

That’s where social commerce comes in.

It’s native advertising which is designed to integrate with the platform seamlessly and look like just another post (with the legally required notices, of course). The posts also have interactive features that allow users to make purchases right from within the app.

This approach has two benefits:

  • First, because the ads are unobtrusive, people are more likely to engage with them and learn more about the product, leading up to the purchase decision.
  • Secondly, the engagements (likes, retweets etc.) with the posts serves as social proof that encourages others (up to 71%, according to a study) to engage with the posts themselves — and even to make purchases.

When implemented properly, social commerce runs as a cycle that consistently accelerates customers through the sales funnel and helps to keep them safe.

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DSM Digital School of Marketing - Marketing Strategy