It may be obvious and trivial, but the starting point absolutely must be the creation of a perfect e-commerce in all respects. Infrastructure, flawless, attractive graphic layout, quality and detailed content (especially on product sheets), strategic SEO optimization and targeted and let’s not forget, perfectly in line with the latest Google guidelines, so mobile friendly.
This done it is time to start thinking about web marketing, the goal is to increase sales, the means to achieve this is to offer something more to our users. While browsing we must necessarily be sure to “donate” a memorable and as targeted shopping experience as possible. In all our consultations for e-commerce, the first enemy to be defeated is the abandonment rate, to do this we can take full advantage of the potential of onpage marketing, first and foremost we must try to increase the support that is provided to users, once they arrive on our site. The support provided must also be a constant throughout the “journey” of the potential buyer. There are several tools that allow us to engage users, once they arrive on a buying portal, although the first thing to do is to identify as precisely as possible what is the target audience. What are its interests, in what mode are they used to use the Internet and, above all, how they usually behave, when they land on an e-store site.
Tools that can increase e-commerce conversions
Once these characteristics are defined, we can indulge in web marketing with different elements to include in our pages:
Real-time chat:
Interacting with people who have come to our shop-online is an action that can really make a difference, one can, for example, advise on the right choice of an outfit for a particular occasion, or direct them to the trip most in line with their needs and much more. Then again, why is it that if we enter an online store and are undecided, the store staff comes to our rescue trying to clarify our ideas before we leave, the same cannot happen in an e-commerce? In that case, offering a chat service can replicate most of these natural interactions, which let’s not forget can also be used to build a brush offer for a specific customer.
Discounts and Coupons with PopUp
This is a tool that is very often underestimated, indeed misused. If we stop at the mere use of data collection for a future D.E.M. campaign or to increase the number of addresses to send the Newsletter to, we risk sending untargeted messages that will certainly not increase purchases. Let’s start thinking of a Popup as a means to directly stimulate the user to purchase, perhaps driven by the exclusivity of the offer or the unrepeatability of the proposal that he has there in front of his eyes right at that instant (discounts, 2×1, free shipping, upselling, etc. etc.).
Live counters:
Imagine that you are browsing an e-commerce site and see a counter appear on your screen indicating the expiration of an offer the item you are looking for. The purpose is to give urgency to the conversion-“I need to buy that bike now that it’s on offer before others do.” Customarily live counters, they are recommended at the time when we have a particular product in limited edition or out of stock for example, you can also set them with a set base quantity and they can be incremented based on the number of products viewed or added to potential “wish lists,” saved searches or favorites, where there has been a lack of pressure, triggering a stimulus to buy.
