When you have a growing e-commerce business, many of your efforts likely center on how to keep that momentum going. Fortunately, it’s easier than you may think to do that without breaking the bank. Here are some effective ideas that can drive e-commerce traffic and sales while convincing customers that you offer a fantastic place to shop online.
Host Live Events on Streaming Platforms
Live events planned on streaming platforms can elevate a product or brand’s status by promoting a sense of urgency. For example, both Amazon and QVC have experimented with live events that encourage people to shop certain collections or products, sometimes with influencers’ encouragement during the stream.
However, you can stream events on a smaller scale and appeal to people who may not want to buy things in a store or don’t live close enough to a physical location to do that. For example, Facebook, Instagram and YouTube offer tools that let you stream directly from an existing brand profile, making this a potentially low-cost option that does not require additional equipment.
A live event gives you a perfect opportunity to show off features that someone might otherwise overlook if merely browsing for your products on a website. Plus, you can urge people to complete their orders on your site within a specific time to avoid missing a deal. Taking that approach ensures people won’t become interested in items but then not follow through with buying them.
Maintain Your Social Media Profiles
Social media profiles can become excellent tools for strengthening brand awareness and letting people know about interesting happenings associated with your e-commerce company. For example, you could run a social campaign that fills people in about things they might not have known about your brand. For example, you might have a post that says, “Did you know we donate one pair of socks to a homeless shelter for every one you buy?”
You can also use social media to remind people why it pays off to purchase from you versus competitors. Discuss your free or fast shipping, your handmade products or the numerous ways shoppers can connect with the company to get support, for example.
Aim to respond promptly to questions people pose on social media, too. No matter if they want to know about what a product’s ingredients are or whether you can personalize an item, people should be impressed with your fast answers and feel more confident about purchasing from your site.
Use Branded Shipping Boxes
Cardboard is one of the most commonly used materials when designing containers to ship products. Company decision-makers frequently choose it because of its lightweight but durable characteristics. A corrugated cardboard box can do an excellent job of keeping products safe until they arrive on a recipient’s doorstep. When shipping containers serve their purpose well, your costs go down because of fewer instances of damaged goods in transit.
However, you can also choose customized shipping boxes to stand out from other e-commerce retailers. Selecting them can help you sustain a strong brand identity, such as if the packaging has your logo or colors. Custom boxes can also give helpful information to consumers. They might show your contact information or encourage people to show off their newly arrived purchases on your social media channels.
Branded shipping boxes also support your e-commerce company by increasing someone’s excitement due to visual recognition. For example, maybe the design features pink polka dots or orange letters on a blue background. If so, it helps people immediately know something from your brand arrived — versus the dozens of other e-commerce websites they might use. They then become eager to open the box, so accessing the contents turns into a joyful activity.
Track Metrics to Measure Ad Spend Results or Make Plans
Even well-established e-commerce businesses sometimes struggle to find and convert leads. Unfortunately, it’s not enough for such companies to keep their existing customers happy. Growth comes when brands appeal to new customers and make them loyal over time.
Some companies make the mistake of spreading their ad spend across various channels and failing to keep tabs on which of them get the best outcomes. One option is to track important metrics for individual ad campaigns. Create specific offer codes for visitors to your social media channels or website, plus those who may reach your e-commerce store after seeing physical ads. You can then look at redemption patterns to see which advertising efforts bring in the most customers.
Another possibility is to examine metrics to determine your ad spending plans. For example, if most of your recent purchases came from people in the 18-24 age group, you could look more closely and determine which channels such consumers are most likely to see and use. This approach helps you cut costs by avoiding campaigns that are unlikely to pay off.
Add a Live Chat Feature
Online shopping is typically a convenient option, but some people avoid using it because they feel shopping in a store can help them remove any doubts that might otherwise delay their purchases. For example, a salesperson can answer their questions and help put their minds at ease.
Launching a live chat feature is a practical way to assure customers you’re there for them as they shop online. Since many companies now offer easy-to-implement and reasonably priced live chat solutions, you probably don’t need to spend the money to have the feature built from scratch.
There’s also no need to have team members staff the chat 24/7. For example, if the chat window appears in the corner of the website, include text informing people during which hours they can expect immediate assistance from a representative. For example, shoppers might see a message that says, “Sorry, we aren’t available right now, but you can reach us from 8 a.m.-6 p.m., Monday-Friday.”
Invest in a Custom-Designed Website
Your e-commerce site design helps visitors form opinions about your platform. If they like what they see and how it functions, they’re more likely to come back again and recommend that their friends do the same. Conversely, if people get fed up with your site, they may quickly decide never to return.
Research shows that 94% of first impressions relate to site design, navigation and visual appeal. Plus, people unconsciously judge what they see in less than a second. A beautiful, highly functional website can support your bottom line by increasing sales and building trust. Hiring a company to make a customized website for you is also a smart move because it saves you from the frustration of trying to figure out how to do it without the necessary knowledge.
Budgeting for a custom website supports your branding efforts, too. Non-customized site builders often force users to choose from template libraries. Those assortments often look nice, but they don’t feature the precise color schemes, logos and other branding elements that call attention to your company and help people differentiate it from other options.
Make a Strong Impact While Staying Under Budget
These suggestions illustrate how to help your e-commerce brand succeed without spending too much. Even the tips requiring a slightly larger upfront investment are still well worth it over time because of the increased attention and sales they could bring your company.
Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a prominent digital marketing agency prior to becoming a full-time freelance designer. Eleanor lives in Philadelphia with her husband and pup, Bear.
Image Source: Unsplash
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