The internet has revolutionized the way people acquire goods and services, thus giving birth to the thriving ecommerce industry. Online sales have been growing over 20% annually, with projected revenue of $4 trillion in 2020.
Naturally, online retail has opened up an entirely new avenue in sales and marketing. In the past, traditional marketing methods relied on ads, billboards, and speaking to a broad audience. Now, ecommerce marketing has the luxury to target and personalize its efforts via acquiring good leads. As such, the right lead generation strategies should be in place to make sure you are reaching the right audience.
Here are some techniques you can apply to generate more leads for your ecommerce business:
1. Create an email referral program
Create timely pop-ups or CTAs on your site encouraging your visitors to tell their friend about your store and reward them for doing so. These types of forms usually require the referrer to enter their details and an unlimited number of friends—that’s instant contact information at the tip of your hands.
Email addresses are the gateway to talking to your customers with follow-ups, discounts, and other marketing techniques down the road.
To entice the referrals to make a purchase, give the new customers a discount. If it’s something that can get them to save money, people will be more inclined to buy the item.
2. Use cookie data
Cookies are an excellent tool for retargeting. If your visitors don’t purchase after their first visit, encourage them to return by quickly reminding them of a product they viewed even when they are on a different website (i.e. Facebook).
Oberlo notes that cookies are not always reliable since they expire and are sometimes blocked. However, there are still some people whose information you can collect. The expiration is one of the reasons why you should initiate retargeting as soon as possible.
You can also use geotargeting to get ahold of the local market.
3. Increase social media presence
Ecommerce is living in a world of social media and the internet. Most people spend an accumulated two hours or more on their social media accounts. Take advantage of this by investing in Facebook, Twitter, LinkedIn, and Instagram ads. Most platforms allow you to include a link to your website and showcase your products in a carousel format.
Additionally, offer a sneak peak of your collection on social media. Features such as the Shop on Facebook Pages and Instagram Shoppable make things convenient for your audience. Plus, these tools can help boost your brand awareness by putting it in front of as many people within your target market as possible.
4. Offer discounts to new visitors
Encourage both first-time visitors and existing customers to sign up for your newsletter. The key is to give them something instantly in return, like a 10% discount voucher. This strategy is a popular incentive for email collection, which should be a top priority in your lead generation efforts.
This strategy operates on the same principle as referrals but can be more personalized in the long run. Now that you have their email addresses, you can send them free shipping deals straight to their inbox if and when they abandon their shopping cart. You can also send them an exclusive discount code that they can use during a limited time.
5. Make account creation enticing
Most ecommerce websites encourage customers to create an account so that they can avail of specific perks, namely: seamless order tracking, personalized product recommendations, and a faster checkout process. This feature can help you extract more information from your leads by asking for additional details during account creation.
Remember, the catch here is always to make your customers feel that they’re exchanging their information for something valuable in return, so don’t forget to focus on the benefits of creating an account with your website.
6. Optimize your web design
If your website’s UX design isn’t polished, visitors may get confused. The primary goal is to make things simple and straightforward so that your buyers can successfully go to the checkout page without getting lost. The same goes for your call-to-action buttons. Use big fonts and colors that are attention-grabbing yet pleasing to the eyes, so they know what to do.
Another design consideration to take into account is the need for conversion rate optimization. This means regularly analyzing your conversion performance and running experiments to find the best-possible strategies for enticing sales.
Don’t forget to optimize your website for mobile. People also shop on the go. If your text is too difficult to read or your site is too tricky to navigate, you may risk losing a customer’s interest.
7. Use urgency in your copy
Things happen quite quickly online. If you use time-sensitive language in your promotional material, you can encourage visitors to act on your site. Creating a sense of urgency forms a strong catalyst that encourages buyers to make the purchase decision right then and there.
For instance, you could offer a unique 5% voucher before your prospective buyer exits your page and say that it’s only valid until the end of the day. All they’d have to do to redeem the code is enter their email address—and that’s an instant lead right there.
8. Improve your SEO ranking
There will be no information to collect if people aren’t visiting your site. The best way to drive traffic is to ensure you have good SEO practices in place, so your store ranks well on Search Engine Results Pages (SERPs). When it comes to brand visibility, search engines are your bread and butter. If you can successfully rank your website well organically, that’ll mean a steady flow of visitors to your site and consistent growth of your sales funnel, for free!
Research the most commonly used keywords and search phrases and incorporate them into your product descriptions. Continuously monitor the SEO trends and invest in SEM and paid search ads to propel your lead generation efforts forward.
Competition in the ecommerce industry is fierce, but finding new and improved methods of attracting the right buyers and turning them into leads will help you stay in the game. Contact information is the currency of a great inbound marketing strategy for ecommerce.
Focus on the customer and use real insights to improve your value proposition. The more you know about your target audience, the better you can tailor-fit your processes, increase delivered value, and generate more ecommerce leads.
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