Every visitor that comes to your website is unique â€“â€“ bringing along with them various life experiences and points of view that changes the way how they perceive your site and products. It is so crucial for you to understand your buyer personas. Â
It is important to understand: –
What do they like?
Why do they do what they do?
What are their unconscious motivations?
If you intend to build a successful ecommerce business it is critical that you have an ecommerce site that is designed keeping in consideration the answers to the above questions.
For any online business, traffic is paramount for itâ€™s success, If it canâ€™tÂ attract traffic to its site, nothing else will matter.
Search Engine Optimization
It may not be wrong to break down the entire process in to three phases, first phase is all about metadata, keyword density and basic structure. Second phase is about generating the relevant content which makes content the King and third phase and most resource consuming of all, has to be content that is the most meaningful, unique, comprehensive and share with regards to anyone else on the chosen subject.Â It is also important that business also strives to attain the community influencer status. It should have deep and meaningful connections with relevant communities. Identify reputed forums, sites, journalists and aggregators relevant to the industry and become invaluable to them, by writing post, answering questions, that is become an expert and share your expertise.
Three parameters that are crucial for SEO are quality, quantity and relevance of links
Quantity: For search engines volume of links is important, that implies that business have to connect with potential partners, write guest blogs, create as much as possible quality and sharable content.
Quality: Search engines attribute more value to addresses that end in .edu and .gov than .com, and more value to .com than .xxx. Moreover, links should be from site which has lot of credibility with search engines; the more impressive the domain, the greater the link value.
Relevance: Search engines also take into consideration the relevance of the referring website, for instance if a retail website has links from some random nonrelated websites then those links are of no value.
Social media platforms like Facebook, Twitter and Instagram have become intrinsic to every aspect of life, ecommerce is not an exception. Social media is promotion, sales, links, and shares; itâ€™s something to be taken seriously and time and effort must be devoted on it. Social media can be the single most important part of an ecommerce traffic strategy. On social media platforms sharing must precede promotions. Ideally several pieces of excellent, meaningful and non-promotional content should be shared before a sharing an aggressive promotion. Social Media profile should be exhibit personality of brand, that is it should be well designed, responsive to inputs from users and must be informative, attention seeking and fun.
It is important that a businessâ€™s action on social media are helpful to the people it isÂ trying to attract. it means seeking opportunities to actually help them. Choosing right platform is also critical, find out which social media platforms have the most influence and relevance. If it is B2B, LinkedIn will be more relevant and if retailing apparels is the business then Instagram will be more relevant.
A huge percentage of all ecommerce shopping is now done on smartphones. Most of the time people are using their phones, theyâ€™re using an app like Facebook, Twitter, Instagram, LinkedIn or Snapchat. Therefore, it is important to ensure that content looks and plays perfectly on mobile.
Social medial requires businessâ€™s commitment, it isnâ€™t an activity which can be delegated to an intern, it demands utmost attention and commitment to be fruitful.
Search Engine Marketing
The quickest way to bring traffic to ecommerce site is to pay for it, but Pay Per Click is not easy as competition is directly with bigger retailers, putting strat ups and smaller organizations at clear disadvantage as market sets the bid and it can be prohibitively high. But that is not end of it, few things can be done.
Ad Rank in AdWords is a result of Quality Score and bid. Outbidding bigger players may not be possible but they can be beaten by better quality Scores with smart, focused effort. Ad Extensions are just one way to improve your Ad Rank. Furthermore, ads can be planned for a specific time of day or for select geography. Moreover, meticulously placed Phrase Match keywords can help keep costs in check and give the desired exposure. Conversions have to be segmented from remarketing, to avoid wasteful spend, Lastly donâ€™t be limited to Google only, other search engines / portalsÂ have to be explored where competition is less intense or which are more relevant to business.
Affiliate networks including Google shopping
It is the new frontier of paid search. Unlike conventional ads, user can see the image and price of the product they are scouting for, they can also compare its price with other ecommerce retailers. It is paid, just like AdWords, but the interfaces and the rules are all different. A modern ecommerce retailer must be proficient in winning these comparison shoppers. Most importantly these customers are the last mile customers, who have already undertaken the research and are ready to buy, therefore it is important that budget is allocated adequately to these affiliates