With consumers connected and informed online before any purchase, it is not uncommon to see many e-commerce sites flourish here and there.
It is no longer necessary to have in-depth skills in creating websites in order to set up your e-commerce site, thanks to specialized platforms such as Shopify, WooCommerce, Magento or Prestashop.
That said, you need to have clear goals and a defined budget for your digital strategy, once the site is online. Some tactical elements need to be taken into account to generate enough qualified traffic, conversions, and ultimately, sales on your e-commerce store.
1. Determine your targets: getting to know your buyer’s personas
In order to generate prospects for your e-commerce site, you must first know your personas, their behavior, their desires and their problems. To achieve this, 3 phases must be established. To be able to define your offer, you will have to ask yourself two questions: what do my prospects need, and when:
- The discovery phase: your persona expresses a problem but does not know the solution.
- The evaluation phase: your persona has carried out research and has now identified its problem and is looking for solutions.
- The decision phase: your persona now knows the solution that best suits it and explores its choices.
2. Be visible on search engines with SEO
Natural referencing corresponds to the strategy put in place to optimize the visibility of a website in the results pages of a search engine.
Indeed, it is essential to optimize the SEO of your website, in order to appear at the top of the ranking of internet searches: 77% of clicks are reserved for the first 3 results.
Positioning yourself on the Google search engine has become a permanent competition. Appearing on the front page of Google is all the more difficult as the American giant constantly reviews its algorithms. To sustainably improve your SEO, it is primordial to optimize:
- your page titles
- your meta descriptions
- your visuals
- your urls
- Alternative texts of your images (alt-text).
Google also pays attention to whether the website is secure (HTTPS), and accessible. You must also prioritize and organize your content pages into topic clusters.
3. Take care of the conversion tunnel on your website
A conversion tunnel (or conversion funnel) is an indicator of visitor analysis on a website. This allows you to “track” the behavior of customers from their arrival on your site until the shopping or cart abandonment phase.
The Baymard Institute estimates the average basket abandonment rate on a website at about 69%. It is not uncommon to have such a rate in e-commerce and the actions you will take to reduce it will therefore be decisive.
How do we reduce this drop-out rate?
There are tools to analyze the behavior of customers, such as Google Analytics to optimize your conversion tunnel and capitalize on the pages that interest your users the most, while excluding those that do not add value.
Similarly, there are solutions that can improve the user experience and facilitate navigation and shopping.
Shopping cart validation is one of the most important pages in a user’s shopping journey. As mentioned earlier, this is when the latter will decide whether or not to buy your products or services. As such, your site must be secure and have a clear pricing policy. Delivery costs play a major role in the validation of the cart. It can even be considered the first abandonment factor.
4. Implement an email automation strategy
Marketing automation (or automated marketing) will allow you to send the right message to the right person at the right time under specific scenarios. For example, after an order the traditional thank you email.
But if you want to go further, this will require resources, such as:
- technical means: a software like Hubspot that has the advantage of being coupled to a CRM
- Human resources: analytical and operational management skills.