Ecommerce marketing is both an art and a science. And even with 1.92 billion ecommerce shoppers up for grabs in 2019, you still need to get it right.
The top reason people shop online is the option to buy at all hours of the day. That means they're shopping while your customer service team is sleeping. So you need your marketing to do all the heavy lifting on your behalf to avoid scaring customers away.
Are you making these ecommerce marketing mistakes? There's a good chance you're guilty of at least one of them. Keep reading to learn how to make your marketing work for you.
Mistake #1: Not Prioritising User Experience
User experience is the bread and butter of ecommerce. When your site is a pleasure to browse and buying is easy, you will convert more customers.
Poor user experiencing (including bad design) doesn't just hurt sales. It sends customers fleeing. Thirty-eight percent of customers will close the tab if your site doesn't speak to them. Because you only have 15 seconds to make an impression, you have no time to spare.
Mistake #2: Writing Two Dimensional Product Descriptions
Today's ecommerce merchants understand that photos are everything. But one of the most common ecommerce mistakes is the overemphasis on product photography while forsaking your product descriptions.
A picture is worth a thousand words, but you can't see all the features, materials, and potential uses in a few pictures. Your description should share relevant details in a story format.
You don't need to write a novel. The best production descriptions are scannable and filled with keywords that stand out to the buyer. But they should extend beyond the manufacturer's specification and always be free of spelling and grammatical errors.
How do you know if it's working? A/B test your product descriptions just as you would any other part of your ecommerce site.
Mistake #3: Ignoring Your Most Loyal Customers
Your most valuable customers are those that already made a purchase. Are you treating them as such?
Too many ecommerce businesses focus on growth: they want more paid traffic and oodles of new customers. Your current customers, on the other hand, cost far lest to bring back because they already know who you are and they trust you.
Extend your customer lifetime value (CLV) by targeting customers who already made their first purchase.
Share content tailored to them. Use loyalty programs. Ask them for reviews. Send them a discount on their birthday. Pick their brains about their experiences and use their ideas to build a better site that benefits them and attracts new customers.
Mistake #4: Forgetting to Manage Your Online Reputation
Google your business. What dominates the first page of results? Is it good? Does it warn a customer away from your site?
One of the ecommerce myths that is most important to dispell is that your online reputation is purely organic. Companies that have stellar reputations and say it happened through exceptional products and even better customer service.
The reputation myth is the ecommerce equivalent of the celebrity skincare fairy tale. Celebrities say all you need to do to get glowing skin is drink plenty of water and get sleep. They're not about to tell you about the $300 weekly facials with celebrity skincare experts and their $250 moisturizer along with the water and sleep.
Your online reputation is made up of:
- Online reviews
- Customer testimonials
- Social media posts
- Contact between you and buyers
When your reputation is excellent, it can send poor or negative ratings to the bottom of the pile while highlighting the glowing reviews.
Much of your reputation is managed in the transaction. You go out of your way to ensure your customer has a positive experience, and you're rewarded with internet points.
However, negative reviews are part of existing. You can't please everyone, and there are rare occasions where someone is trying to sabotage you (competition, disgruntled employees, or very unhappy customers).
Don't have the staff hours to stare down every review site? Online reputation management software helps you fill up your reputation with happy customer reviews and monitor your presence across the web.
Mistake #5: Missing Out on Important Information
Ecommerce becomes more and more crowded every day. Among the crowds are predators with flashy website design but zero product integrity.
One of the ways to stand out among all the current sites is to make sure your website is complete.
That means adding your contact information. According to KoMarketing, 51 percent of customers think that missing out on “thorough contact information” is a big no-no.
Even if you don't have a shopfront, you should make it easy for customers to get in touch. Add your phone number, email address, and physical address so customers see that you're a real small business – not a pretender.
Mistake #6: Missing Out on Payment Options
You take credit and debit cards through your payment processor, but does your processor cause you to lose out on thousands of pounds in missed opportunities?
Even though Visa and Mastercard are the dominant payment types in Britain, there are more ways to pay among your customer base that you may not yet accept.
American Express has a growing market share (and valuable clientele), and UnionPay issued 90 million cards in China and further afield. Then there are new products like Apple Pay, MasterPass, Google Pay, and of course PayPal. There are even local real-time banking options like iDEAL in the Netherlands and Giropay in Germany that can open up your customer base even further.
In other words, it's not enough to offer global shipping. You need to accept global payments, or those customers will choose someone else who will.
Are You Making These Ecommerce Marketing Mistakes?
No one's ecommerce marketing plan is perfect. Thankfully, being perfect is less important than offering a product that adds value to customer's lives. However, these mistakes can turn customers who will love your product away.
At Rocket Reviews, we help small businesses manage one piece of the puzzle by making online reputation management easy. Click here to learn more about how we help customers boost their sales by 30 percent.