Ways to improve online store performance and customer acquisition channels. A brief overview
Ways to improve online store performance and customer acquisition channels. A brief overview
Selpway Trading specialists advise: before you start advertising to attract customers to your online shop, you should check whether the website is working efficiently enough. If it does not work properly, your entire marketing budget, efforts and time will be wasted. First of all, the site should not have any technical problems, as this will negatively affect its promotion and reputation among customers. In addition, the website of your online shop should be convenient, understandable and useful for the user.
Five ways to improve website performance
The main channels for attracting customers to an online store are
Social networks
To advertise effectively on social networks, you need to study your target audience and understand exactly who you can sell your products to. This is necessary in order to set up advertising campaigns correctly. You should also analyse what your competitors are doing on social media. How they run their pages, how they set up adverts and what tools they use to promote sales pitches.
Contextual advertising
Contextual advertising in search engines can be run from the moment an online store is created. Advertisements are shown to those who enter specific queries in the search bar. Advertising opportunities allow you to reach an audience quickly and easily. Around 90% of online shops use this tool successfully.
- Improve usability. Make sure the site has an attractive design and that navigation is simple and intuitive. The web resource should load quickly and display correctly on different devices. The site should have a simple, convenient and reliable payment system. If the customer has gone through the entire marketing process and is ready to make a purchase, but at the last stage has to fill in a large number of fields, they may simply refuse to buy and go to your competitors.
- Work with the customer base. It is easier and cheaper to sell to someone who has already bought from you than to find a new customer. It is therefore very important to work with your customer base.
- Work with analytics. You should connect and set up Google Analytics to constantly monitor the effectiveness of each marketing channel. If you don't do this, you'll be running your advertising campaigns blindly. Sooner or later this will lead to significant losses.
- Additional sales. Create on the site blocks "similar products" or "with this product is bought". They will automatically offer the buyer products of similar themes. If it is not possible to place such blocks on your site, your managers can implement the techniques of additional sales during a call to the customer to confirm the order. This will increase the average cheque.
- Use a CRM system. If your shop has only a few products, you do not need such a system. If there are a lot of product items, then you cannot do without CRM. This system helps to build relationships with customers and monitor transactions.
The main channels for attracting customers to an online store are
Social networks
To advertise effectively on social networks, you need to study your target audience and understand exactly who you can sell your products to. This is necessary in order to set up advertising campaigns correctly. You should also analyse what your competitors are doing on social media. How they run their pages, how they set up adverts and what tools they use to promote sales pitches.
Contextual advertising
Contextual advertising in search engines can be run from the moment an online store is created. Advertisements are shown to those who enter specific queries in the search bar. Advertising opportunities allow you to reach an audience quickly and easily. Around 90% of online shops use this tool successfully.
Targeted advertising
Many people think that targeted advertising is advertising on social networks. In fact, targeted advertising is a model of advertising that allows you to segment your audience by parameters. Unlike contextual advertising, targeting allows you to tailor your ads to a specific audience using a variety of metrics.
SEO
You can get customers from search engines without spending money on advertising. To do this, you need to do quality SEO work. This is a cool but rather expensive marketing tool, both in terms of money and time. The results of the work will be visible after about six months.
Email Marketing
This is a relatively simple and inexpensive way of delivering certain commercial (and not only) information in the form of an email to your target audience. It is not spammy because the audience receiving the message has already subscribed to the newsletter. Recipients can also unsubscribe at any time.
Many people think that targeted advertising is advertising on social networks. In fact, targeted advertising is a model of advertising that allows you to segment your audience by parameters. Unlike contextual advertising, targeting allows you to tailor your ads to a specific audience using a variety of metrics.
SEO
You can get customers from search engines without spending money on advertising. To do this, you need to do quality SEO work. This is a cool but rather expensive marketing tool, both in terms of money and time. The results of the work will be visible after about six months.
Email Marketing
This is a relatively simple and inexpensive way of delivering certain commercial (and not only) information in the form of an email to your target audience. It is not spammy because the audience receiving the message has already subscribed to the newsletter. Recipients can also unsubscribe at any time.