What are the main elements that contribute to a high performance ecommerce business?
Well, frankly, there are probably a million tiny things. After all, retail is retail. The lesson to be learned is that ecommerce is never as easy as blogs (like this one) suggest. You have to handle everything from suppliers to shipping logistics, payment processing and marketing. So let’s focus on the part that I know the most (a little). Marketing.
In my humble opinion, here are 7 factors that are the key elements of a good ecommerce marketing mix.
First of all. If customers don’t know where to go and what to do on your website, they won’t stay or come back. By definition, this means that they won’t buy anything and definitely won’t refer their friends to your store.
When it comes to selling things online, you don’t have the luxury of having in-person conversations or salespeople, so you need to fill those gaps in customer experience with a great user experience. Remember that a great user experience doesn’t mean a fancy or expensive design. It just means having a logical and intuitive workflow.
With a little thought and planning, you can even reasonably replicate some of the elements of an in-person shopping experience on your site.
Here are some tips we laid out in a previous article on how to humanize the online experience.
Your store design and user experience go hand in hand. Not only should your site’s layout and navigation be easy to follow, but also the aesthetic first impression you leave on your customer. Product photos should be clean and professional, your font and color selections should all work together, and everything on your site should look like a design reflection.
If you are not a designer yourself, this is an area where it pays to hire a professional.
Here are some ideas to help your store design stand out from the crowd.
Good content is one of the most strategic things you can add to your online store. The content helps users find your store and also helps users make the decision to buy from your store.
Content helps sell your business, your expertise, and your products. This includes everything from the copy to the images and videos you use on your site.
Another great place to contribute content is on a store’s blog. If you’re looking for a helping hand in creating super shareable content, here’s a technique we know and love called the Skyscraper Technique.
To look for
If your business is online, there is one marketing tactic you absolutely cannot afford to ignore. To look for. Search engine marketing and search engine optimization are essential to the discoverability of your business.
Consumers are now trained to ask Google all the questions they have in life. This is especially true when it comes to questions about purchases and products. Knowing how to make your site easily searchable by Google and other search engines (like Bing and DuckDuckGo) should be a priority for any online marketing strategy.
Here are some tips we took to make sure your search strategy is up to date and not based on old advice.
With the breadth of choice available to marketers, some of the oldest and proven tactics are falling apart. Email is one example. I am amazed at how many times the people I advise are surprised by the effectiveness and levels of engagement that can be generated by email marketing.
I think the business world got scared of being called a spammer, to the point that many companies actually overlook their most valuable marketing asset – their opt-in subscriber list. Remember that customers who have opted in to receive communications from you expect exactly that. Communication from you
More than ever, consumers are reading and viewing their emails via a mobile device. Here are some tips to make sure your messages arrive clearly.
The last thing the world needs is another blog post with social media tips. So I will stop there. Social media is no longer a fad, it’s a staple when it comes to your marketing mix and marketing channels. Here are some ideas to get the most out of it.
PR and advertising
Now we are getting a little more old school. Public relations (mentions on media, blogs, and other media) can be of great help to new businesses. They help you get more search juice when it comes to Google and SEO, and more importantly, build your brand’s credibility in the eyes of consumers.
Here are some tips for creating a simple (but effective) PR strategy.
So there you have it, 7 elements that constitute the essential components of an effective e-commerce marketing mix.