Marketing eCommerce — The Many Missed Opportunities
Growing online competition makes it essential to ensure the digital consumer can find your eCommerce store. The best way to do so is to market it well: find your audience, get in touch with them and make sure they come back for their next order. So why do so many online store owners fail to have a proper marketing strategy in place?
A quick search for eCommerce marketing strategies brings up over 700 million results. Ideas include a presence on social media, a mailing list to reach those interested, using online advertising and much more. All things that can be arranged through other platforms, using free tools and investing a little bit of time. But data shows that those with an online store may not be as keen to attract visitors as the Google results may suggest.
Analyze this — or not
It is the perfect way to detect how visitors use your site: website analytics. Whether you use Google Analytics or one of the other free tools available, analytics is a valuable source for any eCommerce website. The insights gained from it provide a website owner a wealth of information about the site’s visitors, how their browse through the page, where they come from and where they go.
Analytics reports can help a website owner write better copy to keep their customers engaged, encourage them to redesign (a part of) their website for better results and show them who they have to target in their other marketing efforts.
In spite of the free, valuable information that these analytics tools offer online store owners only 43 percent of eCommerce websites has such tools installed on their site. That’s a large chunk of websites that miss out on the chance to get to know their customers and improve their pages. Of the websites that do use analytics over 90 percent use Google, but other options are New Relic with 8 percent market share and Yandex with 6 percent.
You can use ads on Facebook, online shopping on Instagram and show customers your beautiful products on Pinterest. There are plenty of social media platforms that offer a free way for online store owners to get in touch with their potential buyers and showcase the products they offer.
And despite the recent negative publicity surrounding Facebook, social media use is still growing. There are now close to 2.5 billion users of social media worldwide. All in all, these platforms offer online store owners a perfect place to expand their marketing efforts and create some positive buzz.
But once again many are missing out. There are almost 2 million online stores in Dataprovider.com’s database, and only 38 percent has a Facebook profile. The number gets even smaller for other platforms: we find 19 percent of online stores on Twitter, again 19 percent on Instagram and only 7 percent on Pinterest.
Know Your Buyer
A Customer Relationship Management (CRM) tool may not be the first thing that comes to mind when an online store owner thinks about marketing, but it can sure help. These tools can help website owners update and understand their customer profile and target other marketing strategies such as social media based on that. If you only have buyers in your database that have a Facebook profile, for example, there’s little use in spending loads on a retargeting campaign on Instagram.
That CRM is not a well-known tool with eCommerce websites isn’t just a guess: only 0.6 percent of stores known by Dataprovider.com use it on their site.
Search Engine Optimization
If shoppers can’t find a store, they can’t buy from it. Now that there are millions of online stores available it is an integral part of any marketing strategy to make sure that the website’s Search Engine Optimization (SEO) is on point. Having a good SEO score means the online store ranks higher in Google search results and that potential customers find products that they were looking for on the page. It’s good for the store and good for their visitors.
Findability is a marketing aspect where online stores do quite well. Just over half has an SEO score of more than 60 (on a 100 point range) and can thus most likely be found by those who are looking for them. That still leaves half of all eCommerce websites, however, that can benefit from a course in how to up their rankings.
Opportunities On All Fronts
Whether you specialize in SEO for small business owners, own a CRM system or are an online store owner yourself: there is a lot to be gained by eCommerce websites who up their marketing strategy.
For more information on this eCommerce data, please contact firstname.lastname@example.org