Hidden Problems in Online Store Marketing
Hidden Problems in Online Store Marketing
Even if everything looks perfect on the outside, hidden problems in marketing can significantly reduce the profits of an online store. Many entrepreneurs face a situation where, despite a high-quality assortment and modern website design, sales remain low. The reasons can be varied: from unobvious usability errors to insufficiently developed customer acquisition strategies.
1. Weak selling proposition
Selpway Trading managers have revealed eight key problems that can arise in online store marketing.
The main page of your store or website, landing page, product page, product card should: solve a specific problem of the client, a specific segment and in a specific time. Without clarity in the proposition, the buyer may not understand why he needs your product.
Make sure that your ad contains a truly valuable selling proposition (offer). To do this, routinely and systematically work with the advertising bundle:
Why is this important?
A clear and detailed description of the product helps the buyer quickly understand why he needs it, and therefore increases the likelihood of a purchase. Use the formula "What we sell, who we sell to and how we sell it" so that the buyer immediately sees all the benefits of the product and knows how to buy it. Instead of "a high-quality smartphone" - "A smartphone with an improved camera for photo lovers, guaranteeing instant photo upload and video shooting in low light conditions."
Make sure that your ad contains a truly valuable selling proposition (offer). To do this, routinely and systematically work with the advertising bundle:
- targeting (where and to whom)
- design (presentation, color, perception)
- content (goal, idea, headline that evokes emotions)
- value (material/quality/country of manufacture/Unique selling proposition),
- trigger to speed up decision-making (promo code/limited time/call to action).
Why is this important?
A clear and detailed description of the product helps the buyer quickly understand why he needs it, and therefore increases the likelihood of a purchase. Use the formula "What we sell, who we sell to and how we sell it" so that the buyer immediately sees all the benefits of the product and knows how to buy it. Instead of "a high-quality smartphone" - "A smartphone with an improved camera for photo lovers, guaranteeing instant photo upload and video shooting in low light conditions."
All advertising creatives of your business, banners, website and store — everything that the user comes into contact with and sees on the screen of their phone and computer — should convey a single message. If you advertise “fast delivery and quality guarantee,” then this information should be duplicated on the website and in the letters that confirm the order.
Why is this important?
The discrepancy between what the advertisement promises and what the buyer sees on the website can reduce trust and increase the bounce rate.
Why is this important?
The discrepancy between what the advertisement promises and what the buyer sees on the website can reduce trust and increase the bounce rate.
2. Violation of the principle of consistency in communications
3. Attracting the wrong audience
One of the biggest mistakes that novice dropshippers make is the desire to sell everything to everyone. Marketing a narrow segment launches virality and saves on acquisition — increases loyalty and retention. If your store sells premium accessories, your advertising should be aimed at wealthy customers, not the mass market. To do this, use precise segmentation and targeted advertising.
Why is this important?
Segmentation allows you to save your budget by attracting only those who are ready to buy. This reduces the cost of a lead and increases the quality of site visitors, which in turn improves conversion.
Why is this important?
Segmentation allows you to save your budget by attracting only those who are ready to buy. This reduces the cost of a lead and increases the quality of site visitors, which in turn improves conversion.
Product in the shopping cart, application in a social network account, application on the website, call to the marketing department, but the client still hasn’t bought anything. What’s the matter? Unfortunately, not all applications or requests are equally valuable. Some visitors may not be ready to buy, while others, on the contrary, are at the decision-making stage and are ready to buy. Such unqualified leads often become a stumbling block and a cause of conflicts between the sales and marketing departments. Marketing should generate and pass on only qualified leads to sales, say SELPWAY experts.
To prevent this from happening, automate the segmentation of visitors by decision-making stages (for example, adding a product to the shopping cart, application via social networks, call to the marketing department) and determine at what stage the client is.
Why is this important?
When filling out an application or registration, it is important to separate those who are only interested or want (intend) to buy a product someday, and those who are close to making a purchase decision — to identify qualified leads. Ask targeted questions to find out whether the client is ready to make a purchase. For example, clarify what budget they are willing to spend or when they plan to make a purchase. This will help to filter out visitors who are only showing interest, but are not ready for a real order. The scoring method allows you to evaluate leads based on their behavior and characteristics, assigning them points.
To prevent this from happening, automate the segmentation of visitors by decision-making stages (for example, adding a product to the shopping cart, application via social networks, call to the marketing department) and determine at what stage the client is.
Why is this important?
When filling out an application or registration, it is important to separate those who are only interested or want (intend) to buy a product someday, and those who are close to making a purchase decision — to identify qualified leads. Ask targeted questions to find out whether the client is ready to make a purchase. For example, clarify what budget they are willing to spend or when they plan to make a purchase. This will help to filter out visitors who are only showing interest, but are not ready for a real order. The scoring method allows you to evaluate leads based on their behavior and characteristics, assigning them points.
4. Attracting customers at the wrong decision-making stage (unqualified leads)
How many steps separate a customer who is in your online store from making a purchase?
Every additional step in the buying process increases the likelihood that the customer will leave without completing the purchase. At least seven steps:
Minimize the number of steps that need to be completed to make a purchase. Optimize product cards, simplify the checkout process, and reduce the number of required fields during registration.
Why is this important?
Every extra step will reduce conversion. The faster a customer can complete a purchase, the higher the likelihood that they will stay, not leave, and complete the purchase.
Every additional step in the buying process increases the likelihood that the customer will leave without completing the purchase. At least seven steps:
- step 1. The visitor goes to the site (home page)
- step 2. Selects the desired section (the "Product category" panel)
- step 3. Studies the description, characteristics, reviews (product page)
- step 4. Decides to buy and clicks "Add to cart".
- step 5. Checkout: enters data (address, delivery method, payment).
- step 6. Payment: confirms the order and completes the purchase.
- step 7. Confirmation: receives a message about the order and gets into the mailing list.
Minimize the number of steps that need to be completed to make a purchase. Optimize product cards, simplify the checkout process, and reduce the number of required fields during registration.
Why is this important?
Every extra step will reduce conversion. The faster a customer can complete a purchase, the higher the likelihood that they will stay, not leave, and complete the purchase.
5. Too long a sales funnel
Essential goods and products such as food (50.03%), pharmaceuticals (70.06%) and cosmetics (70.11%), which need to be replenished frequently, have a lower abandonment rate compared to other sectors.
Without end-to-end analytics, you cannot accurately understand which marketing campaigns lead not just to visits, but also to real sales.
Set up analytics systems such as Google Analytics or CRM systems to track the customer's path from the first click to the completion of the purchase. This will allow you to accurately measure the effectiveness of different channels.
Only this approach will allow you to find the weak link in marketing and determine at which stage of the sales funnel the conversion drops sharply: reach - traffic - search - order - call - sale.
Why is this important?
Daily monitoring of key metrics for each channel (number of visitors, conversion, average check, cost per lead) allows you to adjust the budget in real time and direct efforts to the most effective traffic sources.
Selpway Cyprus offers solutions for automation and optimization of business processes. The company's specialists We pay attention to each element of the marketing mix, test trade offers and sales funnels, set up analytics systems.
Without end-to-end analytics, you cannot accurately understand which marketing campaigns lead not just to visits, but also to real sales.
Set up analytics systems such as Google Analytics or CRM systems to track the customer's path from the first click to the completion of the purchase. This will allow you to accurately measure the effectiveness of different channels.
Only this approach will allow you to find the weak link in marketing and determine at which stage of the sales funnel the conversion drops sharply: reach - traffic - search - order - call - sale.
- small coverage: poor targeting
- problems with website traffic: weak creative or offer
- few applications: problem with the landing page
- long clarification of order details (response time): problem with the work of the seller or sales department
- few sales: poor work of sellers, managers/sales department, weak offer, lack of engaging tools (promotions, discounts)
Why is this important?
Daily monitoring of key metrics for each channel (number of visitors, conversion, average check, cost per lead) allows you to adjust the budget in real time and direct efforts to the most effective traffic sources.
Selpway Cyprus offers solutions for automation and optimization of business processes. The company's specialists We pay attention to each element of the marketing mix, test trade offers and sales funnels, set up analytics systems.