Today, about 90% of sellers perform online. Ecommerce develops extremely fast with each passing day. The number of online stores increases constantly. It means that competitiveness among sellers in the Internet environment becomes sharper as well. Therefore, understanding the market together with a thought-out ecommerce strategy is imperative for the long run.
A clear vision of the purposes and ways to realize planned targets is a must for entrepreneurs interested in successful online performance. The ecommerce strategy allows merchants nowadays to pick sides with their competitive business strengths, trace a course according to the target audience’s expectations, product or service specials, and the potential for impressive sales of the e-store.
What Is Ecommerce Strategy?
Ecommerce business strategy is similar to the smooth roadmap. Have a streamlined direction to move. All these are about project development, growth of conversions, and sales. Therefore, the strategic brief should perform specific goals, approaches, tactics, and defined subsequence of steps.
It’s better to represent it in the form of an official document that will contain the distinct plan and details for each goal and its realization. Note that the ecommerce sales strategy can appear from nowhere. Even if marketers are sure that the plan is best-matching for the online store, it is worth checking several times.
The most fruitful ecommerce strategy should be developed according to the results of in-depth research. The analysis of competitors and market outlook are required for efficient planning of the path forward. This way the ecommerce player can surpass the rivals and pretend on:
Take notice that digital trends are ever-changing. For example, the number of competitors increased over the last several years. The same story is about mobile traffic. Online store design trends change constantly as well. This implies that you need to plan an ecommerce strategy with the focus on:
- Capable performance on the online market (especially in your niche);
- Mobile-friendliness of the web design;
- Error-free conversion funnel and usability;
- Small issues that can harm UX and cut down the amount of high-converting leads.
Remember that the first strategy version can be similar to the rough variant of the set of tactics. But never forget about a comprehensive approach to planning. Undertake all possible investigations to opt for market insights and the competitors’ analysis. User behavior research is among the most critical analytical practices for an off-the-scale ecommerce strategy plan as well.
Analysis of User Behavior in Ecommerce Strategy
Usability analysis is necessary when it comes to online store performance. This type of audit allows business representatives to find design mistakes, improve the user-friendliness of the eCommerce website, increase conversion with the help of recommended technological configurations and on-site modifications. The Plerdy software offers a wide set of online tools for usability analysis.
The most suitable ecommerce marketing strategy is impossible without user behavior tracking and estimation of the online store revenues. For instance, heatmaps and session recording (replay) is essential to understand how the user behaves on the website (clicks, scrolls, the most and the worst visited on-page blocks, other navigational information).
It is possible to track the user behavior and think out the first steps of the digital ecommerce strategy that will be based on the usability analysis report. The helpful insight will include the following user experience data entries:
- Interaction of your audience with these or those website elements;
- Puzzling out the reasons of online store users’ leaving;
- Analyzing the conversion funnel to detect and eliminate its errors;
- Finding tech and web design weak spots that affect sales;
- Defining the most and the less clickable content;
- Analyzing pop-up, CTA engagement, and dynamic website elements.
Heatmaps and session replay are not the only tools for usability analysis that come in handy for developing an ecommerce strategy. Plerdy obtains one more essential option for online stores – a sales performance tool. Business representatives can analyze their revenue for the pinpointed period and tailor their digital marketing strategy for ecommerce, taking into consideration insights of this sales-driven report.
The sales performance audit option helps marketers measure KPI and see which approaches (trials, special offers, etc.) guarantee revenues to the online store. Analysis of the traffic channels, all the on-page elements take place in the context of sales.
This way, the online store owner can comprehend what website adjustments and content updates can increase sales according to the users’ behavior. Building an eCommerce strategy is about determining all the working methods and tactics for higher conversions and revenues.
7 Best Ecommerce Strategy Approaches
Marketing and content strategy for ecommerce is similar to the summary with major goals of the business and the ways these plans will be pursued. The well-thought roadmap for the win-win performance on the market helps also reach the target audience and increase revenues.
Remember that the actionable ecommerce strategy is focused on propelling the website that sells goods and services to the top positions. That is why it is important to use different practices for building a real plan of action for perfect lead generation and higher conversions. So, take a closer look at seven full-fledged ecommerce digital strategy approaches to achieve all the goals and turn out to be a top-performer.
This ecommerce strategy should come first because the responsive and mobile-friendly design of the online store is the strong need for online performance in the 21st century. The number of mobile users grows, so more and more people interact with the websites via pocket screens. Ecommerce projects should meet the main customer’s requirements — excellent browsing of the pages on the smartphone.
A responsive web design and a mobile-friendly theme for the online store will bring in more potential consumers and prevent closing off traffic channels.
Pay attention to the aspect of fast checkout at the end of the online store development. Be sure that your customer will not quit their carts because of a too long-continued or complicated process of ordering goods or services. The checkout process should be as easy and fast as possible. It is recommended to add promotions, shipping prices, and autofill options to the online form for orders. The great solution for fast checkouts is the social media sign-up.
This way you will push the purchasing process on and reduce the risk of abandoned shopping carts in your online store.
The ecommerce marketing strategy should be powered on with the most efficient practices like voice search optimization, website speed improvements, social media activeness, etc. But make sure your marketing goals are set from the start, before the online store launch.
Product Description & High-Quality Photos
Product descriptions should be catchy and informative to direct customers’ attention to the exclusiveness of the accessible products and services. Optimize meta tags, add high-resolution images with ALT text with keywords, catalog item advantages (bullet points), and well-seen call-to-action buttons.
This ecommerce strategy is on the front burner of the online store development stage. This approach will bring high conversions and sales driven by improved buying decisions.
Think of the special offers you can provide to your customers. These are discounts, coupons, giveaways (Instagram, Facebook, other platforms). The building of this ecommerce marketing strategy should go in parallel with the online store development to perform a sound loyalty program from the very beginning. Warm-up your audience with vouchers and free products they can get while fulfilling specified terms and conditions.
The loyalty program is key when it comes to increasing the number of standing customers and attracting new customers.
Reviews and Ratings
Set sights on the customers’ testimonials that will help e-sellers with ratings. Create an online review form on the product pages and invite buyers to rate you as a seller on the third-party platforms (TripAdvisor, Google My Business, Capterra, GlassDoor). This way, you will increase your brand awareness and kindle purchasers’ interest.
Use online subscription forms to grow your business together with customer loyalty. Inform eCommerce website visitors about special offers they have access to in the status of the subscriber. For example, an attractive pop-up should be placed on the homepage or product pages with eye-catching and engaging content and a call-to-action message.
While offering subscriptions to your audience, you generate more leads and grow loyal purchasers. Use this approach for your ecommerce email strategy. Send notifications about your marketing campaigns to subscribers (novelries in the catalog, discounted models, service packs at reduced price tags, seasonal coupons, etc.).
The ecommerce strategy is your development vision as an online seller. Never neglect usability audit, market research, and competitors’ analysis when it comes to your online store roadmap building. Use numerous tactics and approaches to drive more traffic, generate hot leads, and convert them into customers. Your revenues and sales depend on the strategy for eCommerce you are building right now.