You may be surprised to know that it’s not the price of the products that determine how successful an eCommerce business is. If you examine the eCommerce industry over the past 20 years, it shows that simply having a lower price point than the competition is not the sole factor in why a company flourishes. Similarly, it is not just how beautiful a site may be—there are many eCommerce sites that have launched with all the bells and whistles, yet still have not thrived. Case in point, take a look at Amazon. While not the most beautiful site in terms of visual aesthetics, it sure does perform.
Providing your customers with service that goes above and beyond is essential—you must exceed the expectations of your visitors. When Zappos first launched, it was a brand unfamiliar to the average consumer. After driving visitors to their site through traditional marketing efforts, they went out of their way to show the visitor just how dedicated they were to ensuring incredible customer service, using text in bold letters that prominently represented their policies.
Your website must be responsive. A responsive design ensures that your site renders appropriately on all devices and platforms. Without this type of design, you’re likely to experience a high bounce rate due to poor usability when customers access your site from their mobile devices. Whether it’s excessive zooming in or zooming out, button sizes that aren’t appropriate for the screen, or other rendering issues, this can be detrimental to the user experience. In order to be strategic when reaching your customers, it’s critical that your site is optimised for whatever device they may be using.
Another thing to keep in mind is that your messaging, products, or services are showing the user exactly what they want to see. Each category of your products should have its own landing page that breaks down the product line and makes it easy for users to find what they’re looking for.
Aside from a great user experience when users land on your site organically, a clean design and navigation is essential for the success of other digital marketing campaigns that aim to drive website traffic and conversions. For example, if you’re launching a PPC campaign targeted at customers looking for stainless steel men’s watches, you want to seamlessly send them to a landing page that is going to present them with all products that fit that description.
Knowing who your customers are and following up with them appropriately is important. Most companies don’t truly know their customers and fail to track which are frequent purchasers and which are one-time buyers, along with other insights related to purchase behaviour. Existing customers shouldn’t all be marketed to in the exact same way. Marketing tactics should be used that reflect individual purchasing patterns based on historical onsite behaviours. If you have loyal customers that make purchases more regularly than the average customer does, serve them with special promotions or exclusive offers. Going out of your way to show that you value your customers is crucial. Take the time to understand who is purchasing and what segment they fall into. Perhaps one customer is ideal for a certain product line based on the past
Take the time to understand who is purchasing and what segment they fall into. Perhaps one customer is ideal for a certain product line based on past behaviour, or maybe they purchase the same product time and time again—whatever the behaviour, implement follow-up marketing tactics that reflect this understanding.Your existing customers are the lowest cost-per-acquisition (CPA) for new sales. You spend money driving new leads to your site, so when you acquire a customer, you want to retain them. Marketing tactics should reflect your understanding of particular segments within your audience and convey how much you value them as customers.
If you really want to get repeat purchase that means the goods must be delivered as promised in one piece and on time.
Let your customers know your website is secure by displaying your SSL certificate symbol or a notice informing them the fact.