In the past few years, eCommerce has grown exponentially as customers have moved online. It was already developing as an industry, but the COVID-19 pandemic has only pushed it further. This isn’t a temporary change either.
As people have gotten used to shopping online, they’ve also gotten used to the convenience that it provides. Traditional retailers, large and small, have taken advantage of this new way to reach their customers. Not only has eCommerce allowed businesses to grow their customer base, but many businesses have also found that this new avenue is a more convenient option for them as well as their customers.
However, many eCommerce businesses have hit a roadblock. Moving online is all very well and good, but getting prospective customers or clients to visit their website might be more of a challenge. An eCommerce website without visitors is like an empty shop. With that in mind, here are some tips to attract visitors to your eCommerce site.
1. Create an Attractive and User-Friendly Storefront
If a customer is comfortable, then they’re more likely to stick around and potentially buy something. With traditional brick-and-mortar stores, a customer will make their judgments incredibly quickly.
An attractive store that provides a pleasant shopping experience, perhaps with nice music, logically arranged products, and helpful customer service, is ideal. This kind of environment is far more likely to please a customer than a store that’s dirty, dark, unwelcoming, and hard to navigate.
The same principle applies to your eCommerce website. Your “storefront” is most likely to be your homepage, which introduces your visitors to your brand, website, and services, while also providing navigation tools for them to explore.
Your storefront, as well as the rest of your website, should be attractive and welcoming. Your customers should be able to easily find what they are looking for, without having to fight against awkward UI, irritating popups, or long loading times.
If a visitor gets frustrated while browsing your website, they’ll just leave. It’s even easier for a customer to leave a website than a physical storefront, all it takes is a push of a button.
However, it’s easy to tell someone to create a good website, but it isn’t as easy to implement. If you aren’t technically minded or you’re just inexperienced with building a website, this can be a daunting task.
Many business owners use website building tools that help them to use templates to design their websites and even provide a hosting service. Another option is to hire a professional website designer and let them know exactly what you want. A designer should be able to create a professional-looking website that reflects your brand perfectly.
2. Digital Marketing
Once your website is designed and launched, it’s time to attract people to it. One way to do this is by using digital marketing to reach potential customers and let them know about your brand. But what is digital marketing?
In short, digital marketing is any marketing method that is conducted through electronic devices. Online advertisements are a form of digital marketing, which follows the same principles as physical billboards but appears on someone’s web browser instead.
Online advertising in this form is still common and effective, but many people don’t like them very much. Some people even use adblockers to prevent them from showing up. A similar form of paid advertisement is to pay a search engine to display your website.
Another form of marketing is using email lists. With this method, you send out promotional emails to a list of contacts, hoping that some will be interested. These can be existing customers or even random people who could potentially become customers.
However, the most recent explosion in the marketing industry has to be laid at the feet of social media. Social media marketing is incredibly effective, as it allows brands to directly connect with an audience at a personal level.
Many business owners set up a social media account or three, then stop there. Social media marketing requires planning and a strategy, just like other marketing methods. Each post is public and should reflect your brand and values while delivering an engaging message to an audience.
3. Content and SEO
Your website is, essentially, a digital store. However, it needs to contain more than just a homepage and your products or services. In recent years, content marketing has proven to be vitally important for successful online businesses.
Content, such as blogs or how-to articles, encourage visitors to spend more time in your store, as it were. Remember, the longer someone sticks around, the more likely they are to buy something. Your content should be entertaining and useful.
However, your content can have another purpose. Search engine optimization, or SEO, is a marketing tool that uses keywords and links to attract the attention of popular search engines. These keywords convince the search engine that your website is relevant to a potential visitor, so it appears further up when they search for something.
Most people only focus on the top results of their search, so this has a huge impact on how many visitors come to your website. As you know, the more visitors you attract, the more people will buy your products or services.
4. Good Product Description
Speaking of products and services, the primary purpose of your website is to make a sale. With that in mind, you should make your digital shelves as attractive and easy to navigate as possible. Part of this comes into good website design and content.
Each product should ideally have a dedicated page. This page should have a description of the product, including the price. It should also have at least one high-quality image of the product. People like to see what they’re buying, although this aspect of the page is more important for some products than others. For example, a clothing store should always have several pictures of the clothing from different angles, so they know what it will look like.
As well as information about that product, you should include reviews and testimonials from past customers. Finally, consider including links to similar products to encourage people to buy more.