Creating an online store is now easy and within everyone’s reach. However, you should know that it is not enough to have an online store to succeed before you start. You need to know your target audience’s consumption habits, their preferred communication channels, their motivations, and their obstacles. To attract new clients to your e-commerce, here are 5 things that every business owner should know.
1. Paid advertising
Paid advertising is one of the most used channels to acquire new customers. Many e-commerce brands turn to Facebook, Google, and other platforms for advertising because these platforms provide many measurement tools that allow them to optimize their ads and get the most out of their budget.
When it comes to online advertising, Facebook Ads and Google Ads are among the largest providers of qualified paid traffic. That said, virtually every other search engine, social platform, and marketplace you can think of offers the ability to advertise. So the choice of marketing channel will depend on the customer profiles you are targeting and the platforms where they spend most of their time.
2. Get your visitors to consider what you offer
You’ve succeeded in getting targeted traffic to your e-commerce site through organic and paid channels (search engine optimization and sponsored search). You are now talking to people who know your brand and are interested in you.
At this stage, consumers are interested in what you offer but have not yet expressed a clear intention to buy from you. You’ve piqued their curiosity, piqued their interest in paying attention to you. They are browsing your product pages, or you have converted them into subscribers to your emails: newsletters, emailings, etc.
Your goal is to move them down the conversion funnel and help them take the next action, such as adding a product to the cart or to a wish list. At this point, you need to remove all of your visitors’ doubts and make it easy for them. Start subtly promoting your content and products through email marketing and persuade site visitors with compelling copy.
3. Display your product categories
Another way to get your brand out there is simply explaining what customers can find in your online store. It’s not possible to list all the products you offer, but you can group them under brand names, categories, or even ranges. With Facebook Carousel Ads, you can display multiple products in one ad and help users learn more about your product line.
4. Relay your content
The awareness phase is the time when you should avoid overselling and over-promoting products. Find out how Casper, the memory foam mattress specialist, does it the smart way. Instead of promoting its bedding products in an ad, Casper redirects visitors to a blog post about dog sleep. If the content resonates with the user, they will click on the ad and visit the site.
And here’s what they see when they click on the ad, they are redirected to the Casper site and discover content about having pets in bed, but they cleverly incorporate its products’ promotion. Now that the reader is familiar with their brand and interested in the topic, they may want to take an additional look at their products.
5. Use psychology
Social proof is a social psychological concept that states that a hesitant individual, who does not know what decision to make or what behavior to adopt, will tend to follow other people’s behavior or point of view.
Social proof works at every stage of the sales funnel of an e-commerce application. It is a particularly powerful tool to convince visitors of the quality and credibility of your e-commerce site. Social proof has many uses on different channels. Here are some of the best ways to implement it to move users through the funnel:
- Customer reviews.
- Customer testimonials.
- Showcasing photos or videos of your customers using your products.
- Customer testimonial email campaigns.
- Don’t forget to encourage your customers to share this feedback with you.
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