How You Can Leverage Your eCommerce Business With Better Backend And Marketing Strategies
So, you either own an eCommerce business or you run a brick-and-mortar business but want to get a piece of the monstrous eCommerce market pie. Wise choice!
Our society has evolved to expect everything to be instant; instant noodles, microwavable mug cakes, instant transaction, the quickest way to lose 5 kg, and getting some shopping done online.
With this in mind, how can you leverage your eCommerce business with better backend and marketing strategies and provide things instantly?
Here are 3 ways on how you can do this.
1) Backend: Tidy up the check-out process
Process, not processes. Keep it as simple and straightforward as possible.
Majority of lost sales occur during the check-out stage. More often than not, it is due to too many steps (or too complicated). People are keying in their credit card information so you need to make everything intuitive and secure.
If there are more than three steps to buy just one product from you, it would come off too troublesome.
And if multiple windows and pop-ups happening when they’re buying something that falls under a high-ticket sale, it would come off as a scam.
Tidy up the check-out process by making sure you reduce it to as little steps as possible and include testimonials and trust badges.
Thankfully, Shopify Singapore has this all settled for you. You can create a fully functioning eCommerce website within a day. Yes, with a tidy check-out process that has worked for countless of successful eCommerce business worldwide.
2) Backend & Marketing: Provide customer support & updates via emails
The time where most of us check our emails with anticipation when we’ve bought something online.
Email marketing should be part of every eCommerce business. In this case, it would be the “Thank You” email.
Sending out a thank you email will ease your new customer, knowing that their money didn’t just disappear like that. In this email, it is important to reassure them that they have made a smart decision. This is to address Buyer’s Remorse.
In addition, you could even put links to similar products that people who bought the same thing as they liked. This is known and cross-selling or upselling. Instead of settling for just one purchase per customer, you maximise the customer lifetime value by promoting similar items to their first/previous buy.
Also, as an eCommerce business, parcel tracking would be expected from you. Usually, an email will be sent out to the customer in the confirmation email. This is where the item is sent out to be shipped.
3) Marketing: Run ads on Facebook
One of the best advertising platforms would be Facebook. They released their final quarter earnings in 2018, totalling up to $16.6 billion from advertising alone.
Components of a good ad for eCommerce businesses are as follows:
- Your landing page is clean, bug-free, and has a clear call-to-action
- Your ad creative is high-quality, professional, clear, and sprinkled with marketing magic
- Your thumbnail is attention-grabbing and thumb-stopping
- Your ad copy is persuasive, intriguing, and clear on the call-to-action
- Your targeting is strategic
It is advised to test out more than just one variant when running ads. Similar to science experiments that we learned in primary school, you need more than one to test and optimise.
Written by: Jamie Cheng
Jamie is the Co-Founder of Digital Alpha Agency where they help businesses scale to 6 & 7 figures through social media marketing, sales funnels, and community growth. She’s currently trying to learn parkour without fracturing any bones – pray for her.