Leading the e-way
Amid the lockdown, everyone has turned to social media to pass their time. Just in the first week of lockdown, Indians spent more than four hours every day on social media.
Due to the global pandemic, the consumers are locked inside, and for the first time, we have a situation in front of us where the necessities collar bound consumerism. And, all the brands and the marketers are operating with this situation in hand. Keeping the aforementioned in mind, a significant advantage that digital marketing and brand gets is a substantial change in the internet behavior of consumers, globally.
The impact of COVID-19 is perceptible all across- from our lifestyle choices to purchase decisions that we are making during this period of time. Moreover, the way we utilise our time during the lockdown has changed significantly. Don’t believe us? Well, McKinsey reported a 33% growth for social media usage and over 40% for digital content consumption. This is a once in a lifetime opportunity for brands, and they should leverage soft-data in the lockdown and optimize their marketing approach.
This is the time you completely optimise your digital channels to tap both old and new customers. If you are thinking about adopting a new face for the customer, it would mean having an enhanced ORM system that can handle volumes larger than usual.
Win the web(site)
- Display top-selling products on the landing page to create an impression & give a starting point for customer’s shopping spree.
People tend to neglect but landing pages play a crucial role; it is a key initial impression and touchpoint for new shoppers. And even for the old consumers, eCommerce landing pages hold paramount importance in terms of motivating traffic to continue engaging with your brand and then convincing them to finally make a purchase.
- Optimize your e-commerce website with an accurate CMS to manage all the website content in one place.
When you think about eCommerce content, it is not in any way similar to its counterparts in B2B. It has its own characteristics, and brands are rapidly realising that visual, rich, content experiences hold great value. If you have a CMS or content management system, intact, it will help you to publish, manage, and edit your website content. Some of the must-have features that your CMS should offer are SEO, User experience, Marketing and sales, Testing and analytics
- Use a filtering system by keeping categories broad enough to fit all of the products, but specific enough to be helpful to customers.
Too much information can be overwhelming and cause problems, no matter if it is an eCommerce site, news site, social media, or a big corporations’ website. In order to help your customers navigate through these many options, use a filter system. A filter category can be divided into colour, brand, price.
- Incorporate live chat option that allows users to engage directly with customer service executives in case of any question.
Live chat as an option has been around for more than a decade, but fairly recently, companies started taking it seriously and its profound effect on website conversion rates. A recent survey shows that 52% of customers are more likely to repurchase from a company that offers live chat support.
In case you are wondering why does live chat make such a gigantic difference? It has been suggested that live chat is the only thing that provides real human interaction when you are trying to make a purchase. In simpler terms, customers need a sense of reassurance, and their questions answered that can only be provided with the help of a live chat.
Accelerate with SEO
- Focus on search volume, product fit, commercial intent & competition, to boost eCommerce keyword research through SEO.
If you practice eCommerce SEO, your brand will get more visibility, which will lead to more customers and sales. We all know that online research is embedded in modern shopping behavior, most of us start their shopping journey with the help of a search engine in order to discover new products, ideas, or services. And 74% of shoppers use a search engine for consideration and purchasing (research, comparison, transaction).
Never forget about product fit; it might seem obvious at first; however, you need to pick keywords that match with your products.
- The golden rule for the site architecture & user engagement is to keep every website page three or fewer clicks from homepage.
Having a robust site architecture is very vital as it represents how your eCommerce site is organized into pages and categories. It is not only crucial for your visitors but for search engines as well.
Add value with content
- Capitalize on ‘how-to videos’ as it helps customers to understand why they need the product & how it will improve their lives.
Many kinds of research have shown that videos are top in performance. This content format has an average click-through rate of almost 2%, which is the highest among all online ads. You can even make a product-related video on your website or even on channels like Youtube. They have over a billion active users, and chances are your target audience is somewhere in there.
- Interact on e-commerce websites by hosting contests, raffles, polls, surveys, ratings, etc., to attract & engage users.
With an array of brands now using video content in order to increase brand awareness, hosting an online video contest, survey, ratings, raffles, makes a lot of sense. Video contests are a great way of gathering user-generated content (UGC), growing your social media followers, and driving traffic to your website.
Sell through Social
- Leverage Instagram’s ‘shopping feature’ to tag products & add information that helps customers navigate easily.
Rather than directing your customers to Instagram from your website or vice versa, you can fully utilise the Instagram shopping feature and let your customers buy products quickly from the app. With more than 1 billion monthly users, it is safe to assume that your customers are already on Instagram. Now make it easier for them to discover and shop your brand with Instagram shoppable posts.
- Utilize Pinterest’s, ‘Complete the Look’ feature, a visual search that recommends products based on past customer engagement.
Pinterest, for a very long time, has been focusing on its eCommerce capabilities, and this new search tool is a massive step in that direction. They have launched a new “complete the look” , it is a visual search tool that will recommend you with relevant products in the fashion and home decor category. An excellent time for all the brands out there to take advantage of this feature.
- Use personal CTA features like drop-down, shop now, sign up, etc., on Facebook to actively drive customers to click & boost potential sales.
Facebook is an excellent platform for ads, as it is the largest social media network. If you target the advertisements correctly on Facebook, it can yield great results for your eCommerce store. Moreover, you can also use their shop feature on Facebook to customize the look of your virtual storefront with personalized fonts & colours.
Brands should not sleep on this opportunity, in case you are, then you are missing out on good opportunities to cash in if you are not running Facebook ads for your store.