Ecommerce has already taken center-stage in the world economy. From toothpicks to heavy electricals, everything can be bought online today.
Naturally, this has led to a large number of small e-commerce players mushrooming all over the internet. As of 2020, it’s estimated that there are over 20 million e-commerce sites fighting for customer attention.
In such a scenario, it’s only expected that businesses that can scale up their operations according to demand will be the ones to survive. Keeping that in mind, today I’m here to discuss a few tips that can help your e-commerce business in 2020.
Using these tips, you stand a good chance of succeeding in the cut-throat e-commerce environment. So, let’s not beat around the bush any longer and get into the thick of things.
And here we go.
1. Put UGC To Good Use
UGC, or User Generated Content, refers to any textual or multimedia-based online content related to your brand that’s been created by users. This includes product reviews, social shares, and even online forum discussions and mentions.
What separates UGC from other marketing content? Merely the fact that UGC is created and disseminated by the users themselves. This means that it holds better credibility with the customers, and is more trusted by the online community.
In fact, a majority of customers worldwide confess to relying on user-generated content such as customer reviews and recommendations when shopping online. Not only that, but UGC also helps to promote trust in the organization, and show that the business is truly a genuine player.
What’s more, user-generated content is also extremely versatile and can be easily repurposed and shared across social media channels. This leads to an increase in user engagement, thus building genuine interest in the business, and driving higher conversions and revenue.
UGC on social media typically gets more shares and has greater reach. According to this study by ComScore, UGC tends to drive 28% more engagement than company-sponsored posts. Plus, UGC comes off as relatable and natural. Like something a friend would post, and this reduces the ‘commercial intent’ that’s present.
Needless to say, most direct-to-consumer brands today are scrambling to leverage this all-powerful marketing tool to their advantage. Especially in the case of Millennials and Gen Z, UGC has been shown to elicit a much better response.
In the case of video content, too, UGC is a clear winner. On YouTube, UGC videos get ten times more views than brand-sponsored posts. Ecommerce sites can also repurpose UGC videos using platforms such as OFFEO and add animated, product-specific graphics to the content to make it more interesting.
Overall, it can be easily said that when it comes to e-commerce marketing content, nothing beats the user-generated content. So, if your business is ready to grow, it’s imperative that you utilize UGC to maximum effect.
2. Leverage High Intent Organic Traffic
For any e-commerce business in 2020, paid adverts can only take you so far. If a company wants to spread its wings, then organic traffic is the way to go. The trouble is, it takes time, and considerable effort, to craft a successful organic strategy.
But even then, the task is easier said than done, since a majority of search strategies tend to target individual keywords. This, if you ask me, is a dated approach; yes, keywords are still important, but what is even more relevant is understanding the actual intent behind the search queries.
Targeting intent generally means trying to gauge the customers’ intention behind the search query, and present content accordingly. High intent keywords have a better chance of converting to leads, and successful sales.
But how do you do that? The process takes a bit of thinking but is by no means impossible. Let’s illustrate with an example.
Suppose you’re a brand that sells dog-related gifting items and wants to target consumers looking for the same. You can begin the process by creating, say, a detailed blog post about Gifting Ideas For Dog Lovers.
In this post, you can strategically tie-in your products by mentioning them contextually in the content. This way, when a searcher looking for dog-related items chances upon the article, they can know about your products and take steps to make the purchase.
An excellent example of this is craneandcanopy.com, a luxury bed and bath products seller. This brand has built up sizable traffic to their site by targeting informational keywords related to their products.
However, we’re not out of the woods yet, for driving quality traffic to your e-commerce site alone isn’t enough to scale up. You need to ensure that the potential customer that lands on your website takes the desired path and makes the purchase.
To ensure that, you need to go a step further, and…
3. Focus On CRO
CRO, or Conversion Rate Optimization, is simply the process of increasing the number of visitors to your website that complete a desired action. This can be signing up for an account on the website, subscribing to a mailing list, and, most desirably, completing a purchase.
When a potential customer lands on your website, they follow a particular path down the conversion funnel. The trouble is that the majority of the consumers tend to drop off at different funnel stages, leading to a loss of conversions.
It’s the job of a CRO expert to curate and craft the website experience and drive the customers to their intended destination. This can be done by simplifying menu items, decluttering the homepage, and even adding unambiguous CTA elements to your product pages.
In short, CRO is meant to focus on bettering the customer experience on your website. Unless your site is well optimized to deliver a stellar experience, you can’t expect sales to go up no matter how much daily traffic it attracts.
One of the great examples of CRO that I found online is Taylor Stitch, a men’s apparel seller that rose to quick success after its launch in 2008. One visit to their website shows how the brand draws in the customers through optimized reminders about their offers, discounts, and loyalty programs.
Efficient conversion rate optimization can help a brand generate better ROI, improve scalability, and garner enhanced customer insights. And, at the end of the day, positively boost the bottom line.
Building an e-commerce brand from the ground up can seem like an uphill climb, but if done correctly, the fruits of your labor will be sweet indeed. The above three tips were meant to help you take another step in this direction.
However, keep in mind that just blindly following the above tips won’t bring results. Every business is different, and you need to tailor each advice according to your specific situation.
Another factor to keep in mind is that no matter what marketing strategies you use, nothing beats a genuinely good product offering. So, make sure that what you’re selling truly delivers value for the customer.
I genuinely hope you enjoyed going through the above tips as much as I enjoyed compiling them. Using these strategic steps, you can begin the process of scaling up your eCommerce business this year.
John leads the growth team at OFFEO and is highly passionate about everything digital. He has in-depth knowledge of SEO, Facebook advertising, and content marketing, and enjoys helping other marketers become successful.