10 Reasons Behind Ecommerce Site Failure You Must Be Aware of in 2019
In today’s digital landscape, having an online store has become a necessity to acquire a wide customer base, simplify business operation and maximize revenue. As consumers can easily buy anytime without stepping out of their home they no longer go shopping at a physical store, but they make all their purchases online.
Though advanced technology has created a global platform for e-commerce business, the history of the e-business world is still littered with failed startups where they were unable to sustain their business model after their initial appeal wore off.
One research conducted by a USA based e-commerce development firm shows that 90% of new e-commerce businesses fail as quickly as the first 120 days! But don’t let these statistics affect you when you are planning for the long term, sustainable vision for your e-business model.
In spite of experiencing immense growth in online shopping, a staggering number of e-commerce businesses struggle to survive let alone generate desirable profit.
What are those hurdles that come in a way to your success? Why do eCommerce websites fail? Most importantly how these failures can be avoided?
1. The complicated procedure of checkout
The checkout process is the most critical part of your website since it’s a finish line where shoppers turn into paying customers. Unfortunately, most retailers don’t pay much attention to it.
A small bump in that process can cost you loyal customers as well as revenue. A complex checkout process can be a very frustrating experience for the buyers which would most likely make them leave your site.
Following some tips on simplifying the check-out process will help you a lot to ease the frustration felt by customers.
- Streamline your checkout process
- Visually show the checkout process
- Clear your checkout page from any unnecessary distractions
- Placing trusted logos strategically in your checkout process
2. Low quality of product’s images
Product images serve as a medium of communication for the customers. Since customers can’t touch, feel or see the product practically, images are the only way of interaction with the products.
If your website is having poor quality images or offer limited descriptions, you’ll most certainly lose sales. And optimizing your e-commerce website with premium quality images will help you build confidence in your customers to purchase the products.
Try using the below-mentioned optimization tips to make your product images stand out.
- Maintain technicality e.g adding features like Zoom / magnify, Full-screen images, Photo galleries
- Consider-image format, optimize images, use of CSS and dimensions of the images.
- Multiple perspectives of your product e.g add multiple product images
3. Not displaying full contact information
Detailed contact information makes customers feel that you’re there, you’re listening, and you care about their need and experiences.
Not displaying full contact information will create a major barrier between you and your customer. They will certainly try to find out contact details before purchasing the product to ensure they are in safe hands, and if something goes wrong with their purchase they know how to contact you.
Giving proper contact information always makes you get counted on the list of genuine companies which customers can trust.
That is why you should always add this important information on your page such as
- Company Name
- Website URL
- Email ID
- Phone Number
- Social Media Account
4. Missing quality content
The content of the website has become an important factor in consumer’s shopping behaviour; not only the quality and accuracy but also how it’s delivered to them.
A website with poor content brings disastrous results to the business as the customer will hardly spend any time on the site.
Here are few tips to work with content to help it stand out, both on-page and in the search results.
- Detailed, unique descriptions in legible size and fonts
- Encourage customer reviews
- Avoid duplicate content
- Combine with well-captured photos and related images in natural and eye-catching colours
5. Hidden fees or shipping charges
Transparency and honesty are what customers expect from you while making the purchase.
Shipping charges should be shared upfront, at product selection. You should be well prepared to face their wrath in the end if you are keeping them in dark by hiding fees or shipping charges.
Additionally, providing a shipping calculator based on the items they’re interested in and their postal code will help you reduce cart abandonment. The more you maintain clarity in front of your customers, the more benefits you will have.
6. Targeting the wrong potential customers
You are needed to target the customers for your eCommerce website and business. For this, research is needed in order to select the right approach to get the right customer and generate sales.
Before starting, make sure that you are going with the right and potential customers.
7. No Promotions/Marketing
Customers will only reach your website if you are giving them a reason to do so. Lack of proper marketing/promotions of the website can also sometimes cause the failure of the site.
E-commerce store does not drive traffic by its online presence like a physical store do by its mere presence on the street. Finding marketing/promotional tools as well as online marketing agencies that perform these services is absolutely essential.
8. Not mobile responsive
With the increasing number of mobile phone users, traffic through mobile now accounts for 50% of the visits. But in spite of this growing traffic, only 40% make a purchase through mobile. This shows that maybe the ordering, checkout and other features are not properly optimized for mobile users.
So in order to turn your e-commerce store into a successful venture, it’s very crucial to optimize your website for mobile users.
9. Not engaging the customers
Whenever possible, try to engage your customers through social media discussions or some giveaways. In addition to this, you can also keep your services and products in front of potential customers through social media platforms. You must consider this reason whenever you are building an eCommerce store for your business to avoid any kind of failure.
There are so many ways to get engaged with the customers. You just need to make sure that you are going with the right platform to fetch more attention towards your website.
10. Use of poor technology
Technology is one of the key factors for a successful eCommerce business. Many eCommerce websites fail due to the wrong choice of technology in their back-end operations. The back-end platform technologies include the operating system, server type, eCommerce software platform, and others.
The eCommerce software platform (a primary factor) – if properly chosen – can lead to huge success of your eCommerce business. A poor choice of the operating system, server type, CMS platform, and eCommerce software can lead to many problems related to the speed, security, and performance.
So, what are you waiting for? It is time to go ahead and address any of the above-mentioned issues. Never underestimate any point since you can grab more business by correcting them.
Jane Hart is a technical writer at Selected Firms, a pre-eminent source for finding the supreme e-commerce, mobile, web, and marketing companies on the web. She has 5 Years of experience in developing content and new ideas of presentation for company websites, blogs, white papers, business collateral, and case studies. Besides her passion for content writing, she is an avid fan of football and love to dance.
Ecommerce SEO Tips You Need to Master in 2019
SEO, or search engine optimisation, is one of the most crucial skills to master to run a successful eCommerce business along with conversion rate optimisation and social media. When using SEO correctly, any site can rank higher on search engines like Google and pull in more organic visitors.
We have some insightful expert tips on what e-commerce sites need to know about SEO.
Why SEO mastery is important in 2019
The importance of mastering e-commerce SEO tips has been growing over time and is especially important in 2019. Rather than winding down, it’s just getting started. SEO mastery has a direct impact on the success of any e-commerce firm. By mastering SEO, online stores can rank higher on search engines and drive more traffic their way.
More traffic means more customers, and that’s what all e-commerce sites are competing for. Competition is fierce, so stay ahead with these tips on achieving SEO mastery in 2019.
The body content isn’t the only place for SEO keywords
Keywords should be optimized at every opportunity, and that means they should be used on images and image names. Both the image names and the alt-tags should be optimized for SEO in mind and laced with keywords.
We’ve seen a lot of e-commerce sites that don’t take advantage of this, and it shows. Websites with default image names like, “b27agf38.jpg” are wasteful. There is no excuse not to be utilizing image names and alt-tags to benefit an e-commerce website. Using these naming conventions will help a site rank higher in web searches and drive more traffic to an online store.
Why it’s important to have a sitemap
One relatively easy way to use SEO tactic, that we recommend, is to ensure that an e-commerce website ranks higher in searches is to develop a sitemap. Sitemaps help search engine spiders like those used by Google to find content on any website easier. This will automatically increase traffic as having a sitemap makes it easier for search engines to find the site.
A dedicated IP address can be an SEO advantage
Dedicated IP addresses are the way to go for achieving optimal SEO performance. Some e-commerce firms opt for shared IP addresses to save money. We all love saving money of course, but this method can be damaging to SEO and search engine rankings. This damage is done when other websites that share the IP address, implement poor practices that cause search engines to penalize the entire IP address including all of the sites attached to it.
Having a dedicated IP address also helps legitimize eCommerce stores. This is part of SEO, and it should be thought of from the very beginning. It is a strategic tool and should never be carelessly thrown together. E-commerce firms who try to save money by sharing IP addresses unknowingly hurt their SEO and their sales.
Research the competition, to beat the competition
This is an important strategy that can incorporate SEO and drive more traffic to an e-commerce website. Take a detailed look at any competitor’s website and evaluate its strengths and weaknesses compared.
Next, we recommend using this information to plan the use of SEO keywords strategically, to outperform and outrank competitors. This strategy goes beyond SEO however and will also revolve around the generation of superior content.
Don’t use redundant variations of the same keywords
One of the biggest SEO mistakes an online business can make is to generate too many redundant versions of the same basic keywords. Each set of keywords should be optimized to be unique and individually effective. Marketing teams that avoid that kind of repetition in keyword derivations will enjoy more web traffic.
Take advantage of mobile platforms
It is incredibly important that e-commerce firms do not overlook the presence of mobile shoppers which is considerable. The high number of people shopping and browsing from their mobile devices has increased to the point that SEO strategies are shifting towards a focus on mobile users.
Stay consistent to stand out on Google’s search engine
Google favours brands whose content matches what online shoppers are actually looking for in their searches. This is a matter of professionalism as much as it is a good SEO practice. Customers expect to see what was advertised on the site when they click on the advertisement and search engines enforce this expectation.
Use backlinks sparingly
Search engines used to reward high quantities of backlinks, but today things are much different. Google rewards quality backlinks in favour of high quantities and has learned to differentiate and sort links by their quality.
Maintain a strict code of ethics to earn higher rankings on Google
Google and SEO isn’t the Wild West environment that it was in previous years. Because of this and sophisticated AI like RankBrain, we strongly recommend ethical implementations of SEO. Exercising good ethics in SEO in 2019 is not only the right thing to do, but it’s also a requirement. This is especially true for e-commerce businesses looking to rank well on Google searches.
SEO is and has always been an important aspect of the growth of an online business. Knowing how to do it properly is vital. Try to implement the above-mentioned tips to see if they help your business.
Do you know more such tips? Share with us in the comment section below.
How to Use Filters to Reduce Choice Overload and Increase Conversions
Back in the early days of ecommerce, giving a customer an endless array of choices might have been a good thing. But today, surprisingly enough, too many choices are leading to a phenomenon called choice overload. When presented with too many options to choose from, buyers cannot decide which product to buy. They feel overwhelmed and end up abandoning the purchase.
They think they’ll come back to it when they’ve made up their mind, but as a seller, you can’t always be sure they’ll come back to you. You need to cinch the deal right when you have the customer’s attention. This requires that you help your customers navigate through the sea of options and find their perfect product faster.
To truly succeed, online stores need to give customers efficient ways to communicate with your website or app and tell it exactly what they want to buy. Now, almost every site out there has some sort of ‘sort and filter’ system that allows customers to narrow down their search criteria, but you’d be surprised how many of this fall short of really helping the customers.
The Baymard Institute, an independent web and mobile usability research institute performed extensive usability tests on 19 leading ecommerce websites across the world. Findings indicated that 84% of the sites had mediocre to poor filtering experience. Moreover, they also found that on such sites, abandonment rates went as high as 67 to 90%.
Using filters and sorting effectively can mitigate this problem and help users find just the right product they need. Facets are a newer, more sophisticated way of filtering products and providing users a great shopping experience. Facets take into account not only the attributes of a product but also the way a customer would use the product and extract value from it.
Here’s a look at some of the best practices to use a combination of filters and facets to help enhance your UX and help customers shop and convert, without feeling overwhelmed.
1. Provide important filters above the fold
Image source: ebay
No, it’s not a myth. The fact that content above the fold still holds the major part of a viewer’s attention is the truth and isn’t likely to change anytime soon.
E-commerce app pages are full of the information above the fold. There are featured products, advertisements, promotional content and so much more. Your user is already beginning feel a little overwhelmed. Filters could give them some much-needed relief right now, but if you pushed them under the fold, they are easy to miss. To prevent your users from overlooking the filter option and scrolling forever, make your important filters prominent and clearly visible above the fold.
In fact, not all customers think of filters themselves. They just like to jump right into the products list, which can often end up in endless scrolling and eventual abandoning. Avoid this by making your filters prominent, graphics and attention-grabbing right at the top, so that customers notice them and start telling you more about what they want, giving you an opportunity to serve them better an ensure a better experience.
2. Provide option to eliminate
Sometimes, it’s easier to say ‘show me all the colours except red’ than to say ‘show me blue, pink, green, white, beige, black and maroon’.
This happens a lot when something too popular seems to be all over the search results. Say, for instance, you are looking for an apartment in a very specific part of the city. The biggest housing project in that area is also the most popular one. So more than half of the apartments you see in the search results come from this project. But you’ve already ruled this out and want to see all the other options but this one.
It would be downright impossible to select all the other builders, independent resale homes and new developments in this area. What would be easier then? To just exclude this one project and allow all others to show up in search results.
Design filters to not just include specified attributes but also exclude a few.
3. Provide thematic filters
Image source: Amazon
So while you try to make it easier for the customers to find what they want, there’s another aspect at play here. You can’t just leave the customer alone to decide what they want to buy today. They might not always know.
Customers like to explore and find new products but in a certain circle of preference. Essentially this means that they’d like you to show them products they don’t already know about, but include products of a particular kind, and leave out the rest. This can be done using thematic filters like ‘top selling this week’, ‘value for money’, ‘holiday special’ or ‘season specials’. Such filters allow customers to see what’s new and popular, within their choice perimeters. It’s akin to having a special shopping experience designed just for them, and who doesn’t like that?
4. Allow multiple filter values
You’d be surprised how often this happens. You want to see TVs from at least 4 top brands but leave out the others. So you try to click those 4 brand names in the filters list, but the moment you click the first name, the page begins to refresh and shows you all TVs from that one brand. Now you click the second one and the page refreshes again. You have to do this 4 times if you wish to see all the results you want. In fact, in a worse scenario, you may not even be allowed to select multiple values and the first one might uncheck when you check the second one.
This can be an absolute hassle for the customer who wants a combined view of all his preferred brands in one screen. So be sure to allow multiple filter values in the category. Allow them to check as many as they like and only then refresh at the end.
5. Display applied filters and allow easy changing
Don’t just let the filters disappear once the customer begins viewing the results. Keep a list (collapsible if you wish) within easy reach so that customers can change their selections anytime they like. Also, display clearly the filters you have applied to the current page. Don’t make the customers work hard to remember what they chose. Allowing an easy reset button would win you extra points in the user experience department.
With the number of ecommerce businesses out there today, the customers are really being spoilt for choice and businesses need to work that much harder to make a sale. Discounts and sales will only get you so far. What you really need is to become that one site that makes the customers’ life easy.
They wouldn’t be easily distracted by a competitor offering a discount, if they are sure that you will help them find their perfect product faster, offer a smooth shopping experience and save them precious time and their sanity. That is just what you can do if you can offer a perfectly streamlined filtering experience, giving the customers only what they want and giving it to them faster.
Hiral Atha is the Founder and CEO of MoveoApps, a mobile apps development agency. She has over 13 Years of experience in the IT industry. During that time she managed and lead many app initiatives from inception to implementation. Atha holds a bachelor’s degree in information technology.
How to Use Your Copywriting Skills to Drive Ecommerce Sales
If you are running an eCommerce store, then you know that there is a need in the market for specific products. Since your competitors are not fulfilling the needs and questions of your customers, you can use excellent copywriting tips to get found online and boost conversions.
Having a great looking online store is only the first step to reach success with your online store. Your site not only has to look great and engage with your audience, but you will also need to get found through search engines while also educating, informing, and building a brand for your store.
This is not easy, but if you focus on writing great content for your product pages and category pages then you will be able to drive more qualified traffic to your site today!
1. Write for your target audience
Since your customers are looking for products that you sell on your online store, you should do everything you can to personalise your content to speak to your audience as much as possible. The thing that most online store owners don’t understand is that the majority of eCommerce stores use the same descriptions, product images, and have the same lame content across their site.
Not only does this give you an excellent opportunity to get found in search engines by creating unique content, but it also allows you to stand out and engage your audience in new and exciting ways. You will need to modify your approach and tone based on your industry, products, and target audience, but you can engage your customers by following a simple set of points when writing content.
- Who is your product for?
What is the demographic (age, location, income, gender, etc.) of your target audience? This is essential information that you need to know if you want to craft content to engage and connect with your audience.
- What are some product details that set you apart?
Think about your product specifications and how your product offerings set you apart for your competition.
- Where do your customers use your products?
You should think about how and where they use your product. The form and function of your products will look much different if products are used outdoors compared to indoors.
- When do customers need your product?
Think about the time of year or event-based activities when your customers will need your product. You can tap into this information to build out a content calendar and create customized content across your site based on when people will be looking for your products.
ModCloth does a great job explaining the core functionality and purpose of their products in an engaging manner. You can see a pretty good product description under each product, and their target audience will love this information so they can make a more educated purchase!
2. Focus on the benefits
Your customers are looking for answers and solutions to their problems, and you can use your online store as the go-to solution for your target audience. Most online store owners want to focus on the products, but in reality, the things that your customers care about are the benefits that your products will have for them.
Instead of listing out a long list of specifications, you should always pair a benefit with each feature. For example, if you are selling bedding sheet, then you should list the thread count of 400, and as a result, your customers will be able to sleep better.
A great tip to help you write more compelling product and category pages are create a simple spreadsheet. On this spreadsheet, you can list out the problems your customers experience in one column, the features of your products that will help address that problem, and the benefits of your products in another column.
Using this approach to plan what you want to write will help you create a more persuasive copy and even help reduce the amount of time it takes you to write your eCommerce content!
Screwfix does a great job highlighting the benefits of each product. While they have a heavy focus on their product features, they do a great job showcasing why those features are important to their target audience.
3. Eliminate buyer’s guilt
Consumers are worried that they will make the wrong purchase, and many times after consumers buy something they will second guess their decision. Your customers may think they could have purchased the product for less somewhere else or they don’t think they need it, and this can result in the buyer’s guilt.
You can tap into psychology to reduce the impact of these thoughts in your customers once they purchase a product from your store. To help overcome buyer’s guilt you will want to do everything you can to reassure them that they made the best decision and you can use these tactics in your product descriptions:
- Showcase that your products or sales are only good for a one-time offer.
- Reassure your customers that they are saving money or time with the purchase.
- Describe your products as essential.
- Give lots of compliments that your customers found such a fantastic deal.
- Do not use words that trigger thoughts of money like “expensive” or “treat.”
- Highlight multiple features for each product because this will help your customers rationalize the purchase in the long run.
Patagonia creates some great products, and their target audience pays a premium for the quality and care of their products. To help reduce buyer’s guilt Patagonia uses great copywriting to build value and reduce guilt after each purchase!
4. Use questions to offer answers
Each time someone types something into Google they are asking a question. Since you already know your target audience, you should integrate common questions that people ask when looking for your product.
This approach will help you format content on your site in a way that Google and your customers can read quickly, and you can use this approach to rank in search engines. Since you always want to start with the needs of your customers first, using common questions in H2 tags and other areas on your category and product pages can really help your site rank.
DogSupplies4Me does a great job including common questions in their category and product pages. The above example is from their best chew proof dog bed buyer’s guide, and this approach helps their page rank and provides valuable information for their customers.
Grow your ecommerce store with great copywriting
If you want to stand out online and drive more qualified traffic to your site then you should look at the above online store copywriting tips today. You should think about what your customers are looking for, and what makes your products stand out from the crowd. If you use the tactics and strategies listed above then you will be able to boost conversions and reach your eCommerce goals!
Chris is a Digital Media Strategy Consultant with 13 years of experience helping small business owners make more money. He focuses on client needs to be balanced using SEO marketing, freelance copywriting, PPC management services.
Do’s and Don’ts of UX Design Techniques for Ecommerce
The massive challenge ecommerce websites are facing these days is the conversion of visitors into buyers and then loyal customers. When the firms create their websites, customer’s ease and comforts remain their top priorities, which is why the concept of user experience (UX) has been on top of users’ heads when they judge ecommerce websites and decide whether or not to buy from them.
The websites on which UX has not been emphasized during the designing phase have suffered in the last few years. It can hurt your ecommerce business on several levels: Firstly, customers may turn away from your site to the one that is easier and simpler to use. Secondly, it can hamper your search rankings as Google now prioritizes the most authentic and easy to navigate sites.
Do’s of UX design techniques for Ecommerce:
Clear brand positioning
If you want to be an effective ecommerce site, you need to grab the user’s attention by crisp and clear brand positioning, as the estimated time visitors take to form their first impression of your website is just 50 milliseconds.
The display of brand varies from industry to industry.
For example, a luxury wearable technology retailer’s website is likely to look different from a budget conscious site for general household items and goods. Bang & Olufsen, for example, convey the message of their brand using elegant fonts, a sophisticated colour, and sleek product images.
CTA (Call to Action)
When a user visits your site, make sure to greet them with timely content and relevant calls to action (CTAs). As customer navigates through your website, it is highly advisable that your CTAs should be easily visible, engaging and specific. It is imperative that you don’t use generic words for CTA.
Polaroid was quite successful in creating an effective CTA during the holiday season by helping the users who were shopping for presents. They make sure they don’t use common words, but rather they used a phrase word like Shop Gifts, making it crystal clear that user would be navigated to the area on the website with different suggestions for gift items.
Integrate social media into your UX
While ecommerce user experience is more focused on convenience and motivation, social media centres around influence. If you think about it, you cannot motivate your customer to buy from you until and unless they feel that you are influential, and vice versa. The reality is that they are both different sides of the same coin, which is why integrating social media into your ecommerce design is a great way to enhance user experience.
Sophie and Trey, for example, are one of the US fashion brands that do this well through the Shop the Gram section on their website. The way they make use of user-generated content to encourage visitors to buy helps the customers to understand the way the brand is used, get access to feedback, connect on a more personal level with the brand; hence a win-win scenario is created.
Don’ts of UX design techniques for Ecommerce:
The mistakes committed in the designing phase of the website can really hurt your UX and eventually hamper your company’s profits. These errors in judgment can have a severe impact in the long run for the company. Following are some of the strict don’ts for your ecommerce UX:
Don’t provide ambiguous product descriptions
When people shop online, they are looking for comfort as well as the description of the product or services they are looking for. It increases the frustration levels of customers when they find inadequate information about the product they are looking to buy.
Ideally, your website should provide as much information as possible regarding products they are offering. This clarity of the features facilitates customers in selecting the right product, and it also saves their time. This not only is helpful for the customers but for the business as well, as the chances of after sales complaints go severely down.
Don’t create a difficult checkout process
In the modern world of ecommerce, ease is the name of the game. When customers finally decide to choose your brand and product, you don’t want to make things complex for them in the checking out phase.
Often ecommerce websites will overstuff their descriptions and other content with the keywords they think will help their product page rank well on search engines; practices like these need to be done very smartly, if not done correctly, they can land you in serious google penalties that you should avoid at all costs.
Remember, this is the stage where you wanted the customer to take; to lose a customer from this point is a mere pity. Some online businesses make a horrible mistake of formulating a highly technical and less user-friendly mode of payment. The more steps you put between the item adding to the cart and final checkout, the more opportunity your customer has to abandon the cart and never return to the site.
Don’t make users wait long for content
The online marketing world is quite delicate, and your content marketing strategy should not just centre around quality content but also around the experience it will offer. You don’t want your customers to switch to your competitors upon the occurrence of any mistake at your end. When they visit your site, they want things to move fast and smooth.
A blank screen, shown when the content is loading, can give a bad impression of your site like your site is frozen. This can trigger the annoyance and frustration levels of your valued customers. The ecommerce sites should strive to give the impression that their respective website is swift and responsive.
The field of ecommerce has come a long way since its inception. Its growth is tremendously fast and depends greatly on UX. It is estimated to grow to more than 4.48 trillion dollars, which is almost more than double the numbers from the previous year of 2017.
If you want to be one of the ecommerce brands that stand out from the rest, avoid the mistakes mentioned above. Not just that, but keep doing your research to make sure you and your website stay updated on the latest ecommerce ux best practices.
Jenny Harrison is a passionate marketing and business blogger. She loves to engage with readers who are seeking B2B and B2C marketing related information on the internet. She is a featured blogger at various high authority blogs and magazines in which she shared her research and experience with the vast online community. Currently, she is associated with www.PNCDigital.com, an Orlando based Ecommerce Development Company specializes in OpenCart, Magento, Shopify Web Development.
Top Image Choices for Fashion Ecommerce Sites
Fashion has become one of the most lucrative business ventures in the age of social media. In platforms such as Facebook and Instagram, thousands upon thousands of people have put up their own fashion businesses. It seems many people want in on the industry, and they do that by making and selling clothes online. And it’s working, as countless of these businesses have seen success.
But beyond the quality of their work, it’s also about how they market their business. These entrepreneurs understand that Fashion is all about imagery. The more captivating and spellbinding the image is, the more it’ll capture the attention of people within the industry.
If you’re seeking to get a foot in the door in fashion through your own e-commerce website, the images and graphics you use will hold tremendous weight. How people are going to perceive your brand and products, even without seeing the clothes themselves, rely heavily on how you present it to them. To guarantee success, here are some top graphics choices for fashion e-commerce websites.
Include a famous celebrity
As with any other advertising, a famous face is almost certain to get the views and the likes. Fortunately, since a lot of actors, singers, models, and more are constantly photographed nowadays, it won’t be that difficult to get an image of your chosen celebrity that fits your brand’s style.
Just because the A-lister isn’t wearing the actual clothes that you can’t use his/her picture. It’s all about setting the tone and creating the mood that your customers and clients are buying into.
Red carpet always works
If you do decide to use a celebrity photo as graphics for your website, or even on your social media page, it might be better to go for a red carpet snapshot. Here, they’re dressed in their best, posing for the camera, and the image has probably gone viral for quite some time. In these cases, the more elaborate the outfit of the celebrity, the better. You can even photoshop the image and cut-and-paste it to a new background for a more unique spin.
Something nostalgic in black and white
If your brand’s style is more classic and old-school, using a nostalgic image is a sure winner. Any decades-old fashion photograph or even just a candid shot from previous eras will pique people’s interest.
A big plus is that people in the olden days are better dressed, so for fashion’s sake, you have so many choices to go with. You can also choose photographs of well-known fashion icons and celebrities as well, which will further capture the attention of many potential customers.
Perhaps the best fashion imagery found on the internet are the ones take out of famous magazines. The likes of Vogue, Elle, GQ, and more often include elaborate editorials with the season’s latest fashions. The images found here can reflect your personal style, whether it’s streetwear, vintage, elegant, and more.
These snapshots are often impactful, sometimes even features a famous celebrity, but never without a touch of high-quality. And since the emergence of social media, it’s become the norm for many of these publications to upload their editorials for online versions of their issues, which makes it easier for you to choose an image for your website.
A nice lookbook
Sometimes, the clothes can speak for themselves. If you think your pieces are impactful and beautiful enough to capture the attention of customers without stunning visuals, then maybe a nice lookbook can do.
You can hire a model to wear the clothes and a photographer to take photos of him/her against a nice backdrop. Other times, the lookbook can be a mini version of an editorial itself, allowing the model to move about and have more expression in the series of photos.
Backstage fashion show photos
Fashion shows are often times what draw people into the business. Many love the stunning clothes worn by the beautiful models as they strut their stuff on the runway. Similarly, the snapshots photographers take of such shoes end up becoming some of the most viewed images of the season, especially if the runway moment was exceptionally elaborate.
But of course, you can’t use the runway snapshots as the clothes the models are wearing aren’t yours. However, you can still find backstage photos of the models on the internet. These candids can reflect the overall vibe of your brand and website, and if they fit your aesthetic, why not use as marketing tools?
Fashion capital landscapes
You don’t even need to conjure up images of clothes to market your fashion e-commerce website. Sometimes, a nice landscape will do. Certain cities int he world are known as the “fashion capitals.” It’s here that many great and exciting styles have originated and their clothes industries are just as important as other fields. Such cities include Paris, Milan, London, New York, Tokyo, and more.
If your style matches that of the famous fashions in these cities, then you can use their landscapes to further evoke their feel. It’s a common marketing tactic wherein, even though you’re not shoring the products themselves, you’re giving potential customers a sense of your signature style and aesthetic.
Don’t be afraid to go wild with your imaginations when marketing your fashion e-commerce business. As long as you credit the right sources to avoid copyright issues, you’re free to choose whatever graphics you want to better advertise your brand.
Anthony Ong is a freelance fashion writer. He’s contributed to numerous sites, such as Pixel Papa, writing about how one can improve their online fashion businesses.
5 Social Media Tactics to Boost Your Ecommerce Sales
With the E-commerce industry experiencing an explosive growth spurt in recent years and new online stores popping up at every corner as a result, it’s no wonder that aspiring entrepreneurs of the world are racing to snag their piece of the three-trillion-dollar market.
Yes, the financial cake might be big enough for everyone to grab a hefty slice, but that doesn’t mean that the road to E-commerce superstardom is not laden with obstacles and possibly business-crippling challenges.
From seemingly small tasks of finding out when exactly to post on your social media feeds to the cumbersome challenges of researching relevant networks and tailoring your content for maximum engagement, all of these tasks can mean the difference between a social media presence that drives traffic, and one that fails to populate your online store. With that in mind, here are the winning SM tactics to boost your E-commerce sales.
1. Discover the most promising networks
Market research might not sound like a lot of fun, but it nonetheless an essential part of your social media strategy. In fact, it is the foundation upon which you should build your entire approach to social media and its nuanced audiences.
The way people on different networks live, breathe, and consume their favourite content on a daily basis will tell you not only how to engage with them in a meaningful way, but also where your ideal audience truly resides.
Many marketers and business leaders make the mistake of trying to position the brand on every single social media in existence, spreading their resources too thin, and making it impossible to manage every account effectively. Ultimately, this will lead to poor brand visibility and it will hurt your reputation in the long run.
2. Win people over with compelling content
There is no denying the fact that quality content reigns supreme in the online world. The days of pushy ads and poorly-constructed copy are long gone, and people nowadays want and need to connect with a brand on a more personal, profound level. So don’t ever think that you’re “just another E-commerce store” but rather focus on building your brand’s identity with amazing content.
Finding breaking news and content for your posting schedule should be easy with a bit of research and a knack for creative writing to reel the audience in an incentivize them to visit your store. In order to win at storytelling and build a brand that inspires people to take action, focus on the following:
- Product promotion should not be the main focus of your SM content strategy, let’s get that out of the way. Your products should instead serve as inspiration for relevant stories that will get people talking about your brand, sharing them with their friends, and liking and commenting. In essence, content should build social media buzz.
- To build “the buzz”, your content should be top-notch. This means that it should be inspiring, relevant and that your brand’s values should be weaved in every article, every video.
- That said, your content should also be SEO-friendly, as it will help with SERP positioning to boot, which is always a good thing.
- The content you create should portray your brand identity in the best possible light, so be sure every piece of content you post bears your visuals and speaks in the tone and manner that’s representative of your brand’s unique personality. In turn, your store will immediately stand out in the competitive arena.
3. Align your advertisements with your website
One of the biggest mistakes marketers make, whether inadvertently or through the lack of experience, is not creating a harmonious relationship between the brand’s social media presence, and the online store itself.
Too often will you see Facebook ads (more on that in a bit) with all the bells and whistles that lead to a poorly-designed, poorly-optimized landing page? This cannot happen if you are to preserve your online reputation, especially in fast-growing e-commerce markets such as Australia, which is worth over $32 billion, and it’s still growing rapidly.
To prevent this, you need to tend to meticulous store design, management, and organization. To be more competitive and successful with their online presence, more businesses are relying on a top-tier Shopify Agency to harmonize their ads with their landing pages in order to grow their reputation, as well as their social media success. It’s vital that you know how to utilize your e-commerce platform of choice and make the most of it in your social media strategy as well.
4. Advertise like a pro
When it comes to the advertisement itself, you should understand that social media ads are some of the key driving components behind every growing E-commerce business. According to Invesp, Facebook accounts for more than 9% of total digital ad spending, and that 92% of social marketers use this platform for promotion, which makes Facebook advertising a must in your social media management playbook.
Take this Facebook advertising checklist into consideration before launching ads in order to get the biggest bang for your buck every single time you roll out an ad. Your ads should serve the purpose of getting people to your online store quickly, so they not only need to boast a compelling design and message, but they should also give out a sense of urgency.
5. Diversify your content offering
Lastly, keep in mind that written content is not the only way to get people to talk about your brand, and visit your store. In fact, written content on social media is slowly giving way to images and videos, which begs the need to diversify your offering and post a variety of content types to boost engagement.
You can achieve this by creating engaging videos, posting informative and aesthetic infographics, and striking an emotional chord with the audience with beautiful photographs in close relation with your brand. Keep it fresh, keep it short and to the point when it comes to visual content, and you should have no problem creating that highly sought-after social media buzz.
Social media is where the bulk of the online audience resides, which makes it your most lucrative prospect. If you want to make it big in the E-commerce arena, focus on building a winning SM strategy that will drive traffic to your website and help your sales skyrocket in the process.
Victor T. Miller, a Sydney-based business and marketing specialist who has expanded businesses over 5 years. I am a person who loves to inform people about the latest news in the industry also as sharing tips and advice based on my professional experience and knowledge.
Dynamic Pricing Is an Effective Strategy to Achieve Success in the Ecommerce Market
Every one of us chooses to operate an eCommerce store to fulfil the prime objective of achieving customer retention, retention of an existing customer for any new product helps us a lot to save more.
One of the best ways to do this is to allow customers to know about the set pricing on a particular day in advance to keep them at a perfect pace with the increasing demand. Here comes the role of dynamic pricing.
What is dynamic pricing?
Dynamic pricing refers to time-based, surge or real-time pricing and it acts as a technique focusing on setting the product price in accordance with both supply and demand even within a small time frame. In addition, the concept considers other important aspects, which include customers’ perception, competitor pricing and overall brand value.
The logic behind the concept of dynamic pricing is a simple one i.e. it involves the act of markup pricing i.e. profit margin obtained from a specific product you want to sell. In accordance with the existing market, you will find variation in the percentage of markup value.
The technology and psychology behind it
Dynamic pricing includes many innovative technologies to provide a dynamic range of various products prices. Whenever e-commerce websites target prospective customers and realize that they fail to convert prospects into customers, they opt to remarket their offered markets. For this, business owners offer decent price reductions to convert any window shopper into a permanent customer.
In this situation, e-commerce sites use dynamic pricing to determine whether any person would purchase the respective product after he or she witnesses change in its price. Most of the auction e-commerce stores even use dynamic pricing to make the most from their customers.
For this, they apply special algorithms to increase the product’s price with each placed bid and sell the same to customers with unique ones. For the successful implementation of dynamic pricing strategy, you should hire e-commerce web developers intended for the identification of illogical errors to make your prices effectively dynamic.
The psychology behind dynamic pricing
Even though dynamic pricing appears as an entirely new concept in front of us, it is not a new one. Instead, the pricing technique mentioned here has its deep root in the retail industry since its inception. Reason for this is that offline retailers have involved in practising dynamic pricing for a long time. They calculate the ratio of total expense to total revenue while sticking between them.
The mentioned old technique has adopted many innovative techniques to obtain a flexible price range but its cornerstone has always remained a common principle i.e. to earn the highest possible revenue. Dynamic pricing is of highly prominent in case of online platforms because the online market is not only highly agile, but it also allows easy access to information.
Why e-commerce marketers should go with it?
If you own or manage an e-commerce store, you should never overlook adopting a dynamic type of pricing model by the application of the right technology, as it has considerable influence on the success of your business. You may understand the significance of dynamic pricing for e-commerce marketers based on a few proven use cases, which you may face in the industry.
Demand-based pricing technique
Whenever the seasonal or general demand of your product offers remains low, you should eliminate the additional stock to avoid any extra cost. In contrast, when the demand becomes high, you should take benefit by increasing the product price to achieve higher profits.
Thus, demand-based pricing helps you to obtain benefits based on demand fluctuations prevailing in the market, such as the increase in prices in case of high demand or your competitors have the same products out of their stocks.
Time-based pricing technique
This technique involves a dynamic pricing approach that allows various e-commerce retailers to optimize their price in accordance with specific times of a particular day, specific month or year and the entire product lifespan available in the market. In this case, you will find time as a prime element instead of instant hypes in the products’ demand. Time-based dynamic pricing is useful whenever any particular product becomes outdated.
Electronic brands often use the strategy to boost the demand for their products’ old versions. For instance, whenever Apple launches any new version of its product, it intentionally lowers the price of its old version to entice a large number of customers.
Today, you will find more than hundreds of competitors in the market involved in adjusting their prices consistently. In this case, you have to monitor them and come up with the necessary actions in accordance with the present market’s competitive pricing technique.
In case you deny the competitors, you may not know whether you price at too much high or too low price and thereby, you may detach from the industry. This leads to low conversion rates, which adversely affect your business growth and your sales, as your competitors will work actively as per the available market trends.
How does it help to beat competitors?
Statistics have revealed that most of the online shoppers opt to compare available prices before they finalize their purchases by visiting/comparing different online stores. Furthermore, based on intense competition in the complete e-commerce sector, online pricing has proved to be a prime element to influence the entire purchase decision.
In this situation, it has become essential for every retailer to stay highly attentive based on both optimization and management.
Imagine a scenario where one among your competitors apply plenty of discounts and undercut the pricing. Positively, you may use the concept/technique of dynamic pricing to react to the respective discounting strategy automatically and thereby, regain the competitive status for one more time.
Your prices may sometimes become highly competitive whenever you compare them with the closest rivals. Even in some cases, an increase of only 10% or 20% would not cause any harm in the market competitiveness. With the aim to avail this opportunity, it is essential or you to choose fresh competitor intelligence along with the dynamic pricing.
To conclude, we should say that e-commerce stores should invest in both dynamic pricing and competitor intelligence whenever they make an investment in both of them, you will likely retain the overall competitiveness and enhance the overall profit margin significantly.
Varun Patel is the founder and CEO of Coreway Solution, a global ranking offshore web development company which provides out-of-the-box IT solutions across the globe.
4 Ecommerce Black Friday Strategies to Drive More Traffic
According to Adobe, the Black Friday retail sales will reach $5.03 billion this year, stretching 16.9% more than the last year.
Well, this is not a surprise. Every year the eCommerce retail sales are improving and Black Friday & Cyber Monday are two most important days. In fact, eCommerce industry witnesses a record-breaking sales on Halloween, Christmas, and New Year.
The thing is, buyers, extend their spending limits on holidays, and as an online store, you must implement some strategies that can give more quality traffic. With the same thought, we’re going to discuss 4 important Black Friday eCommerce strategies.
Though we’re going to take examples of Black Friday throughout the article, you can get the gist of it and implement these strategies for other holidays as well.
Let’s have a look at the 4 strategies that we’re going to discuss:
- Black Friday offers & discounts
- Use of social media for Black Friday
- Email marketing
1. Black Friday offers & discounts
You’ll find offers & discounts running on Amazon, well pretty much every day! Because offers and discounts have become integral parts of any business. It’s so common that you’ll find “Sale” flyers stuck on any random Bricks and Mortar store.
For Black Friday, you can try various types of offers & discounts to attract customers. The point is, people, want to buy around holidays, and if you hit them with the right offer, you can get lifetime visitors.
Here are some good examples of offers & discounts:
- Flat 50% off on all Sportswear.
- 30% discount on all our branded products.
- Toys Make Kids Happy. We Make You Happy – 40% off on all Toys!
You can make such deals based on your product niche and margins. Here, you can also promote your new products very mindfully. Just like Amazon did when they first launched Amazon Pay. They offered a special discount on orders paid from their online wallet.
One thing we shouldn’t forget is – Market Research. Buyers still check all the competitor stores before they hit the checkout button. Make sure your offer is fresh and better than your competitors (or there must be some advantage involved!).
2. Use of social media for black Friday
It’s not a headline that social media is blasting. It’s growing rapidly and can be a great tool for your store this Black Friday. Social Media is one of the widely accepted Black Friday eCommerce strategies mainly for niches like Fashion, Health & Fitness, Art, Beauty Products, and Entertainment. Specifically, Instagram works like a charm for these 5 niches.
For example, this British beauty brand – ‘Look Fantastic’ has already announced the big sale for Black Friday 2018. Also, there will be following posts for new products and offers to keep notifying people that they are coming with something interesting this Black Friday.
‘Look Fantastic’ has a whopping 124k followers on Instagram, and that is certainly going to help them on Black Friday. Even though you’re still growing with the followers, you can always use the right Hashtags to get new visitors.
One more thing, now that people have started buying directly from Instagram, you can make the buying process easier by integrating your online store with Instagram. The same advantage goes for Facebook as well. You can create an online store within Facebook and increase your sales.
We shouldn’t even discuss the content legacy!
Content is one of the most important factors in brand building and search engine rankings. For festivals like Christmas, Cyber Monday, or Black Friday, brands create various blogs like ‘15 Things You Should Buy on Black Friday’ or ‘These Are The Things You Shouldn’t Buy On Black Friday.’ You can write such blogs and include your products in between to drive readers to your online store.
You can also market your content on other publications with such topics and promote your products. Just like Amazon did in this blog:
Content marketing can definitely increase your sales, especially when people are searching for what to buy on Black Friday.
4. Email marketing
Email marketing is one of the oldest and successful methods to drive more customers to your store. Email marketing is specifically used to drive your existing customers back to your store and increase revenue.
All we need to be is a little creative!
First thing first, the subject line should be outstanding, period. Then comes the email template. It should be out of the box and cover the aim of your Black Friday campaign. Just like Greats did to promote their shoes very cleverly:
The subject line was: Woosters Almost Sold Out! Black Friday Prices + Free Shipping For A Few More Hours!
Amazon does this wondrous thing to offer customized discounts on your wishlist products. Amazon knows what you have been searching lately and what are the products added in your cart or wishlist. It smartly uses this data and offers you customized discounts on your wishlist/cart products.
These are 4 sure shot eCommerce Black Friday strategies to drive more customers to your platform. Share your views on these strategies in the comment section below. Also, let us know if you’re using any other creative way of executing your campaign.
Kashyap Trivedi is working with an amazing Digital Marketing Team at PSDCenter – An official BigCommerce development partner. He is interested in Search Engine Optimization, Social Media Marketing, and Content Marketing. When he is not working, you’ll find him reading a book or meditating.
How to Protect Your Brand on E-Commerce Marketplaces?
Selling on e-commerce platforms is just like selling offline in multiple ways. One of the most important similarities is building trust. To gain the attention of the prospects and grow your business on the internet, you need to build trust and reliability in your audience. You need to establish the name of your business as one of the most reliable names to create a sustainable online business.
E-commerce is one of the fastest growing modes of businesses. It requires small capital investment and can reap huge returns in no time. Stats show that 2.3 trillion US dollars’ worth of goods were sold online in 2017. This number will increase exponentially to 4.48 trillion US dollars by 2021. (Source)
Establishing reliability is tough on the internet especially when you are not selling an original product. Most e-commerce sellers do not sell their own products. In fact, they collect products from various brands and sellers to sell it via their channel.
Risks on e-commerce platforms
Once you have established your business on an e-commerce platform, you need to take certain steps to protect its identity and reputation. If you don’t take the right measures at the right time, your business will fail in the long run.
Here are some of the most common risks that you will face on the e-commerce platform once you have created a great brand image for your business.
1. Content theft
The quality of content that you have on your e-commerce marketplace drives your overall value and brand name in a major way. The content that you use to describe your brand, as well as your products, help you in creating a new identity on the e-commerce platform. It also decides the number of times your products pop-up on the search results of the marketplace.
As the name suggests, content theft is basically a condition wherein the content of your product/seller information is at a major risk. Someone can easily scrape your content from the internet and replicate the content on their store using online web scraping tools.
2. Competitive pricing
Competitive pricing is one of the worst types of risks associated with a brand name on the internet. Except when you are selling an original product, someone always has the potential to see the same product at a lower price tag. This increases the competition for your brand and makes it difficult for you to sell the product at the same price. Under such scenarios, you must either reduce your profit margins while selling the product or find a supplier who can supply the products at a lower cost.
3. Fake product and seller reviews
This is often known as ‘Dirty Play’ on the e-commerce marketplace. Your competitors might try to harm your store’s reputation severely by writing fake negative reviews about your products and store. The negative reviews and rating can hurt your brand name in a disastrous fashion.
Some e-commerce marketplaces have come up with tags that suggest an ‘Authorised Purchase’ to ensure that people who have actually purchased your product can only post the review. However, most marketplaces allow random people to post reviews on the product/seller to increase the overall number of reviews on the store.
4. Lack of control
As the manufacturer and supplier of original products, you need to control the pricing at the base level to make sure that no one misuses it to destroy your brand. It is like having a minimum selling price for your product on the e-commerce platform. You don’t want to supply the product to a third-party seller in hopes of increasing sales and lose out on a considerable business opportunity and profit margin, right?
Without the right amount of control from your end, the third-party seller might reduce his/her profit margin to sell the product at a cheaper cost thereby harming your overall brand reputation. This will create a competitive environment for your product, making it hard for you to sell your own product on the e-commerce marketplace.
5. Stocking problems
Stocking is another issue with e-commerce shopping. You need to maintain a minimum amount of stock at the warehouse of the e-commerce seller to ensure a quick delivery from its end. Novice e-commerce sellers often anticipate the demand for their products wrongly. They often damage the brand reputation and their profit margins by overstocking or understocking the products at the e-commerce warehouse.
How to protect your brand?
Now that we know the most common risks associated with a brand image on the e-commerce platform, let us discover a few ways in which you can protect it.
1. Get a trademark
Your business rights are protected under the strict governmental jurisdiction of your country. If you leverage your rights in the right manner, you can easily establish a good amount of control on the sales of the product in the early stages. You can exercise your rights about selling the product easily if you get a trademark for your business in the e-commerce marketplace.
The trademark allows you to control the pricing of the product as well as minimise the scope of grey-market selling for your products by a significant amount.
2. Understand operations on the e-commerce platform
Understanding the fine print of the e-commerce platform governance will help you make sound decisions for brand identity protection. The rules and regulations for each e-commerce platform vary a little. If you are selling your product on multiple platforms, make sure that you understand the regulations for each one of them clearly.
Most e-commerce platforms have a dedicated seller portal that can help the sellers understand all the different norms for operation.
3. Organise distribution of your product
The best part about selling your product through e-commerce is that the platform takes care of the transportation and logistics at its end. However, you need to calculate and manage the supply chain from your end. When you organise the distribution of your product, make sure that you do it with the most reliable partners in the industry.
4. Choose authorized sellers
If you are planning on selling your products through third-party sellers, make sure that you control the price of the product completely. The authorised sellers will never want to harm their reputation. You might have to offer them the products at low prices, thereby cutting on your profit margins. However, this trade-off is worth it for the safety and control that you have on the pricing of your product.
5. Register your brand
You can register your brand on the e-commerce platform very easily if you are selling your own product. However, if you are a third-party seller, the process of registering is slightly difficult. The seller helpline portal of the particular e-commerce store can help you register your brand within minutes.
6. Use e-commerce tools and data
Several major e-commerce players have dedicated data analysis tools that help you control the price as well as assess the competition in the right way. You can leverage these tools to ensure that no one misuses your products on the marketplace. Someone might easily sell your product at a lower price tag, and you need to counter that with a great brand image.
You must understand that reliability trumps a better price for most people. Therefore, if you have created a reliable brand image on the e-commerce marketplace, you can manage to sell the product at a slightly higher price. People will still buy products from you rather than a shady seller that has no reviews, ratings or even a description.
7. Keep a transparent pricing model
If you are selling a product through third-party sellers, make sure that you have kept a transparent pricing model. You can assess the minimum price at which the product is sold the end-customers. After this, you can give the third-party sellers the freedom to set their own prices and leverage their brand identities to charge higher.
8. Distribute marketing resources evenly
You must distribute your marketing resources on the platform evenly to maintain a good and sustainable relationship. Spending money on SEO-friendly content to generate organic traffic should be a big part of your budget.
9. Set micro and macro goals for brand creation
The goal-setting process for your brand can help you prioritise on the creation of the brand image. In the initial stages of the selling experience, you will see people making a huge profit through reseller model. The goals will help you stop that urge and provide great value to the customers so that you can build a good reputation and drive profits from the high quantity of sales.
10. Be patient with brand establishment
Seasoned e-commerce sellers will tell you that the marketplace is getting tougher every day. You cannot see or predict the movements of your competition anymore. This makes it tougher for you to have a solid sales plan for your product. They will also tell you that patience is the key to making it big on the e-commerce platform.
Back your marketing efforts on the platform with a strong sales cycle and reliable contacts. Optimize your branding campaigns regularly to make sure that you can protect your brand identity for a longer period in the marketplace.