Tag Archives: online platforms

There’s no doubting the importance of an Internet presence for retailers. Even if you have a brick-and-mortar site, having a virtual space allows you to keep selling even after-hours and generate high volumes of profit while avoiding massive inventory and capital costs. Nonetheless, the added competition from retailers around the world, all of whom only have to visit your website in order to scope out your prices, selection, quality and branding means that you need an effective marketing plan. In this article, we will look at steps you can implement to build your strategies.

1. Include Product Reviews

Consumers want to know what a product offers, but they also want to know that it lives up to the promise made in the product copy. You can talk up the product all you want, but the real measure of usefulness and quality comes from past buyers. Ask them to share their thoughts and opinions—even the bad ones—right on the product page. Studies have shown that reviews from past buyers will increase the chances of future sales of those products.

Encourage buyers to post their own reviews, and if this is a new feature on your site, consider offering rewards points or another incentive for sharing their opinions. However, don’t attempt to incentivize positive reviews—simply encourage them to share honest opinions.

2. Optimize Your Site

Although some online shoppers have favorite stores that they visit directly, most prefer to use search engines like Google to find specific products. With search engine optimization (SEO), you can help your pages rank higher in search results, and reach more of these shoppers as a result. If you’re not that tech-savvy, there are plenty of companies like Linkeo Ltd that can handle this side of things for you.

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3. Use pay-per-click (PPC) advertising

Depending on how competitive your industry is, it can be difficult to rank well organically for certain keywords—especially in the first few months of your strategy. However, you can use PPC platforms like Google AdWords to place advertisements beside or above the results for specific keywords.

Placing ads for these keywords can be a great way to reach customers while you build your SEO strategy, and even after you rank organically. You can also use AdWords to advertise on other sites within Google’s Display network.

4. Focus on Benefits, Not Features

While describing what a product can do is important, most people want to know what that product can do FOR THEM. When describing your products, focus less on the features and more on the benefits. For instance, what makes your winter coat better than any other coat that is designed to keep you warm in winter. It could be that the fabric is easier to clean, or that it can be worn to formal and casual events. Whatever it is, make that benefit a selling point in your copy.

5. Enable Mobile Shopping

More and more everyday activities are getting done using mobile devices, including shopping. According to one study, 40 percent of online sales are now made on mobile devices. This means that if your site isn’t already responsive to mobile shopping, now’s the time to change that. Responsive design ensures that your site displays and functions properly on all browsers and screen sizes.

In addition to that, you may also choose to run mobile-specific ads on certain platforms. Facebook, in particular, offers the option to only show ads to mobile users, which can be helpful in directing them to apps and product pages.

Want to Increase Your Online Retail Store’s Revenue?

Whether you’re an e-commerce business or a brick-and-mortar store with an online component, Internet marketing can be extremely effective in generating sales and revenue. If you’re ready to start using SEO, PPC, social media, and other strategies to grow your business, we can help with our Deliver by Linkeo platform.

Our experienced team of Internet marketers can use all of the above strategies and more to help your business reach more customers. Contact us today to speak with an expert!

Since the start of the global pandemic over a year ago, grocery shoppers have taken a definite online turn and many still see the pandemic’s impact on store shelves, according to recent studies.

Forty-five percent of consumers report shopping online for groceries more now than before the pandemic, with around a third of those polled said they’re shopping less at grocery stores than pre-COVID. Of people making online grocery purchases, 46% indicated they use online delivery more now than before the crisis began, and 40% use online pickup more. Only 11% use delivery and 15% use pickup less than prior to the pandemic.

According to experts in the field, COVID-19 has significantly impacted consumer behavior and accelerated trends we were seeing prior to March 2020. While many believe we’re headed towards normalcy, it is highly likely that certain pandemic-related shopping habits — particularly consumers’ reliance on e-commerce — are here to stay.

What Does This Mean For Your Business?

When buying groceries online, 45% of shoppers said they receive their orders via home delivery. The same percentage use click-and-collect service, but more consumers opt for curbside pickup (28%) than in-store pickup (17%). Just 9% of online grocery purchasers pick up their orders from lockers. However, 20% belong to online subscription programs, which typically offer members free unlimited pickup and/or delivery based on transaction size and frequency, among other benefits.

Online memberships had a strong affinity with younger shoppers, with 40% saying they use these programs when purchasing groceries. Similarly, seniors led age groups in the use of home delivery (48%) and curbside pickup (32%). Two-thirds of those surveyed said they place online grocery orders via computer. Twenty-seven percent of respondents use smartphones when ordering groceries online. What this indicates is that shoppers have become accustomed to ordering groceries online or through subscription services, with contact-free pickup or delivery options. As we move into a new phase of the pandemic, these grocery shopping channels will remain significant, as will consumers’ increasing focus on product availability, low prices and promotions, whether they are shopping in-store or online.”

Surprisingly, grocery customers now exhibit more concern about key shopping elements — in-stock products, pricing and deals — than at the start of the year. Sixty-four percent of respondents in the July surveys said product availability will be most important in the post-pandemic period, compared with 60% in January. Likewise, 63% cited low prices as most important (52% in January) and 40% named availability of promotions and deals (33% in January).

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The roll-out of vaccines and grocers’ protection measures appear to have allayed much of shoppers’ COVID safety concerns. Now, just 27% of consumers rank safety as the most important post-pandemic, dropping from 42% in January. Customers also continue to exhibit a predilection for easier shopping methods, as 32% now rate convenience as most important versus 34% in January.

These findings underscore that out-of-stocks remain a big issue. Two-thirds of in-store grocery shoppers surveyed said they recurrently see out-of-stock products, with 14% encountering them often and 52% sometimes. Thirty-one percent reported rarely seeing out-of-stocks in stores. Among online customers, 51% continue to notice out-of-stocks, including 42% finding them sometimes and 9% encountering them frequently, compared with 39% saying they rarely see unavailable items.

Sizable percentages of consumers also perceive on-shelf shortfalls in a range of product categories, namely those that were in high demand early on the pandemic’s stockpiling phase. Thirty-four percent of shoppers said they now see fewer paper goods (e.g. paper towels, bathroom tissue) on shelves than pre-pandemic, while 28% say the same for laundry and cleaning products and 22% find this situation with fresh meat.

Other categories cited by customers as having reduced variety on shelves include canned goods (18%), frozen food (17%) and fresh produce (15%). At the same time, 10% of consumers named each of those three categories as have more on-shelf items, while 15% cited cleaning/laundry products and 14% paper goods as having increased variety.

The at-home status will remain an ongoing factor for grocery retailers and CPG marketers to consider as they gauge post-pandemic consumer behavior, Acosta’s research indicated. Overall, 48% of respondents worked from home during the pandemic, including 37% most or all of the time and 11% some of the time. And looking ahead, one in four shoppers expect to make this a permanent change. So to remain competitive in today’s retail market, it’s imperative that you have a robust online presence!

With the Deliver by Linkeo platform, your SME is guaranteed to have all the tools required to keep you competitive and thriving, easily adapting to the challenges of our current reality. Be sure to get in touch with the experts at Linkeo Ltd. today for more details.

Promo codes are a mixture of letters and numbers that make up a specific code. This code can be entered into an e-commerce website to gain discount on a product or service like free shipping. It’s a marketing strategy that gives customers another reason to make a purchase.

Promo codes have long been used as a way of driving conversions and increasing revenue, so much so they have become part of the furniture of the online customer journey. Rarely now does a visitor complete the checkout without seeing the promo code box, and many will respond by opening up a separate tab to search for that elusive combination of letters and numbers, in the hope it will magically unlock savings. This 2-part article will look at six clever ways to overcome them and make promo codes a weapon to add to your conversion arsenal.

How Do Promo Codes Work As A Marketing Tool?

There are plenty of ways to use promo codes to highlight your key offers. You can either do this on-site on core pages or you can place promo codes in your email marketing campaigns, these provide incentives for your customers to make a purchase. As mentioned, promo codes can be served up in different areas of your marketing funnel. For example, during your user journey you can display them in header and footer banners or even in the side panels. According to Linkeo Ltd internal data, we understand that over 20% of cart abandonment happen due to the price of an item, so by offering a discount price using a promo code, you can influence customers to return to your site by mitigating one of the main reasons for their abandonment in the first place.

Why Do Promo Codes Work?

Promo codes are essentially allowing the customer to get the item they want for a cheaper price thus improving their overall shopping experience. They work very well with both new and returning customers because they can be used in many different ways.

For example, public codes can be used for customer acquisition. This means including banners and overlays on-site to capture the users’ attention. Or use codes in basket abandonment emails, which may entice customers to complete their purchase if the reason for abandonment was price. The importance of customer service can also be felt when using promotional codes because they feel as though they are getting a better service.

In 2021 customers are more interested in personalized offers as opposed to blanket promotions available for everyone. This is a great tactic to promote customer loyalty and improve customer retention. This personalized approach allows businesses to leverage the data by offering offers and codes of value as opposed to generic offers, which may not apply. The results can increase email marketing open rates and CTR.

What Does the Future Hold for Promo Codes?

Over the past decade, promo codes have become a vital element of the customer journey.

For brands to get the most out of promo codes, they need them to be both profitable for them as well as being beneficial for their customers.

Based on customer’s behaviour and behavioural patterns, brands will be able to use promo codes to influence the right customer with the right discount at the right time within their individual customer journey. This way brands will be able to connect to customers at crucial touch points and display promo codes that are relevant to their previous actions, i.e. categories browsed, number of visits, basket value and much more etc.

By embracing a highly segmented promo code strategy, brands will be able to reduce the cost of customer acquisition, increase customer lifetime value and create a flowing customer journey.

With the right help from Linkeo Ltd, the days of cart abandonment when your customers hit the checkout page could be coming to an end. Check the second part of this article, where we cover 6 ways to maximise your promo code strategy.

In need of some organization at your restaurant? Keeping track of your guests and maximizing table turnover is essential for running day-to-day operations at your restaurant smoothly. Using a reservation system is a great way to properly manage tables and allows customers to call ahead and save themselves a spot at your busy establishment. If you’re looking to improve efficiency at your restaurant, implementing a reservation system can help sort out any confusion between hosts and customers. And it can even show your business’s daily traffic, allowing you to get a clear picture of sales and profits.

However, if your restaurant’s reservation system is poorly managed, it can cause several issues between customers and your employees. If you don’t properly keep track of your reservations, it can lead to empty tables, dissatisfied guests, and a loss in profits. This articles will look at why a well-maintained online booking system is the best answer for your business.

Although using a pen and paper to jot down customers’ reservations was how reservations systems first started, the handwritten form has since been replaced with more innovative and efficient digital options. Handwriting reservations can be time-consuming for hostesses and leave room for error.

If you currently have a handwritten reservation system in place, consider making the switch to an online reservation management system. There are several digital options available for keeping track of your guest’s seating arrangements so you can find what works best for your business. Some of these include:

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Third Party Reservation Platforms: Using a third-party reservation system is great for boosting visibility and gaining new customers. The main purpose of third-party reservation apps are for guests to make reservations at your restaurant. However, these apps are also ideal for promoting your establishment to potential customers browsing to make a reservation.

Depending on the digital reservation platform you use, your guests can specify the time, number of people, location, and occasion their reservation is for. These kinds of systems do have a monthly fee and not all reservation apps have the same features, so make sure to do some research before settling on a platform for your restaurant.

Online Reservation Platforms: If you prefer to keep track of your digital reservations in-house, setting up an online reservation system on your restaurant’s website is a great way to manage your reservations. Online reservation systems are ideal for establishments with customers who are familiar with your business’s website or social media platforms.

Incorporating a reservation system into your website provides guests with an easy way to reserve a table at your establishment without having to use a third-party app. For restaurateurs, placing a reservation system on your website eliminates any third-party fees. They allow you to customize any desired features in your system while making it simple for your employees to learn and use.

Click-to-Call: Click-to-call systems are perfect for restaurants looking to boost their sales and traffic through online reservations, without the promotion of a third-party platform or website. These kinds of reservation systems work by implementing a click-to-call feature onto the search results of your restaurant’s page. Click-to-call reservation systems are by far the most accessible for customers and great for those making last-minute reservations. Deliver by Linkeo works as both an online reservation platform and a click-to-call app.

How To Use A Reservation System At Your Restaurant

Once you’ve chosen a restaurant reservation system to use, you must instruct your employees on how to properly run and use your new management system. Although each reservation system has its own differentiating features, below are 5 general rules to follow in order to smoothly manage customers’ reservations and seating arrangements.

  • Instruct your staff to separate reservations from walk-in customers. Hostesses should seat walk-in guests and customers that have made reservations in different sections. This will help keep your establishment organized and prevent confusion when seating customers.

  • Take into account that larger parties take up more time. If a large party makes a reservation, they will more than likely spend more time at your restaurant than a smaller group. Ask hostesses to avoid overbooking large parties, and instead space out reservations for large groups.

  • Stay organized to avoid double booking. Your customers will be extremely upset if they arrive at your restaurant and find that their table is occupied by other diners. To avoid this, make sure your employees are closely keeping track of all reservations by day and time.

  • Remind guests of their reservations. Depending on how far ahead a customer is reserving a table, it’s best to remind customers of their dining arrangements a week, day, or up to an hour before their scheduled reservation. That way, hostesses can keep track of guests and eliminate any no-shows.

  • Follow good hospitality practices. Even if all dining reservations have been made over the phone or online, it’s still important to have a friendly face at the front of your restaurant. Be ready to solve any problems your customers may have as they enter your establishment.

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Why Your Restaurant Should Use A Reservation System

A restaurant reservation system is great for creating efficiency and organization at your establishment. Customers will find the improvement or addition of your reservation system extremely helpful when dining at your restaurant which can encourage them to make future reservations. For hostesses struggling to keep track of customers, a reservation system could help clear up any issues and keep reservations all in one place.

Using digital systems allows for easy online advertising of your restaurant which helps attract new customers. If you’re looking to boost traffic to your business, using an online reservation system can help promote your restaurant while providing an easy way for customers to reserve a table. As a restaurant owner, you are probably looking for the best way to analyse your sales, and a reservation system is a great way to measure daily sales and table turnover. Call the experts at Linkeo Ltd to learn more about our products.

Welcome back to part 2 of our e-commerce search engine optimization crash course. As we mentioned in part one, this article was developed with help from our friends at Linkeo Ltd. Today, we’ll be looking at detailed instructions for an effective e-commerce SEO strategy, starting with:

Use the Right Keywords

Yes, keywords still matter. While you don’t want to overload your product titles and descriptions with these keywords, they do still need to be present in the copy.

Mention your primary keyword in your product headline, description, meta description, image alternate attributes, and sub-headers. Sprinkle latent semantic index (LSI) keywords throughout. These are related keywords that help Google understand your page in context.

Before you use a keyword, do some research on it. Know how often people search for it (keyword search volume), how competitive it is in the paid advertising space (cost-per-click, or CPC) and what people are looking for when they use that keyword. Why are these factors important? Let’s analyze this further.

Search volume tells you how much interest a particular keyword inspires in consumers. A high search volume indicates greater popularity, which means you’ll get more active searches for that keyword.

CPC tells you how much people pay per click when they buy advertising based on a specific keyword. A high CPC indicates increased competition. If your target keyword is extremely competitive, consider finding an alternative.

Finally, user intent describes what people want to find when they type a specific keyword into Google’s search bar. Let’s say, for instance, that someone looks up showers – does that person want information about shower installation, shower repair, baby showers, bridal showers or something else entirely? If you can’t determine the user intent behind a keyword, add other words to the search string for clarity.

Conduct Competitor Research

If you have no clue where to start with on-site optimization for your e-commerce site, then your competitors are your best bet. Larger competitors, in particular, have probably already put in the legwork for optimizing their websites, and you can learn many of their secrets on their websites themselves.

Keywords are the thing you need to focus on. Particularly, you’ll want to analyze the keywords on their homepages as well as their top product pages.

How can you tell if a website is optimizing for a particular keyword? There are many free browser extensions you can use to see the SEO title and description your competitors use in their title tags. You can also use these tools to see what keywords your competitors are ranking for on both organic and paid searches.

Don’t stop your research with keywords. Check out your competitors’ landing pages too, so you can see how they use the specified keywords to optimize those pages.

Focus on Homepage SEO

The homepage is typically where most businesses focus their SEO budget and energy. While it is definitely one of the top pages of your website to optimize, it is by no means the only one you should focus on. That said, you do want to optimize your homepage well.

This will include focusing on:

Homepage Title Tag: The SEO title tag is one of the most important elements of on-site search optimization. It should include your business name along with the main keyword phrase you are targeting. You should write this title tag in less than 70 characters and in a way that is appealing to search visitors, as they will see it in search results.

Homepage Meta Description: While this is not important as far as keyword rankings, the meta description for your homepage is a 160-character description of your business that will also show up in search beneath the title tag. Write it in a way that encourages people to want to visit your website.

Homepage Content: The content on your homepage should help visitors learn more about your business and the products you have to offer in a clear and concise way. Avoid overloading visitors with too much information. Consider featuring your top few products on the homepage and your unique selling proposition.

Cluttered homepages can confuse visitors as well as search engines. For instance, maybe you sell products in many different categories. Google will struggle to identify what you sell and who you’re targeting with your products, so get specific about what your site offers.

That’s all we have time for today. In our next article, we’ll delve into how internal links and simplifying your site architecture can go a long way to improving your overall SEO. As always, be sure to leave your thoughts, opinions and questions in the comments section below.

If you want to get more traffic and sales to your e-commerce website, then on-page SEO is a critical first step.

There’s a multitude of how-to articles and tutorials on the web offering general SEO advice, but far fewer that specifically address the needs of e-commerce entrepreneurs the same way that the experts at Linkeo Ltd do through their innovative Deliver By Linkeo platform.

Today, we’ve partnered with the Linkeo team to bring you a series of articles that aim to give you a basic understanding of on-site search engine optimization for e-commerce. It will be enough to get you started, make sure you’re sending all the right signals to Google, and set you up for SEO success.

First off…

What is E-Commerce SEO?

E-commerce SEO is the process of making your online store more visible in the search engine results pages (SERPs). When people search for products that you sell, you want to rank as highly as possible so you get more traffic. You can get traffic from paid search, but SEO costs much less. Plus, ad blockers and ad blindness can reduce the effectiveness of paid search, so you’ll want to optimize for search regardless.

E-commerce SEO usually involves optimizing your headlines, product descriptions, metadata, internal link structure, and navigational structure for search and user experience. Each product you sell should have a dedicated page designed to draw traffic from search engines.

However, you don’t want to forget about static, non-product-oriented pages on your site, such as the following:

  • Homepage

  • About page

  • F.A.Q. page

  • Blog articles

  • Help center answers

  • Contact page

Create a list of keywords for those pages as well as related keywords. There are several online resources that make it easy to search for one long-tail keyword and find semantic keywords that go well with it.

Why SEO For E-Commerce Matters

What do consumers do when they need a product or service? Many perform Google searches. They’re looking for options, tips, comparisons, and other information to help them make informed decisions.

If your website doesn’t appear in the SERPs, you lose critical access to qualified and interested e-commerce customers. Your products might have a space on the web, but are they visible?

That’s where e-commerce SEO comes in. It provides you with a way to reach your target audience without paying for ads. Once you get people to your site, you can delight them with your high-quality products, intriguing copy, and motivating calls to action.

How to Develop an E-Commerce SEO Strategy

E-commerce SEO might seem like a huge task, especially if you already have a website populated with tons of products. Yes, it might take time, but you can speed up the process with a solid strategy.

Prioritize pages: Which pages on your site get the most traffic? Start with them. Additionally, if you want people to focus on a specific or flagship product, optimize for that product first.

Create a workflow: SEO requires you to meet lots of specific requirements. Choosing keywords, adding metadata, naming your images correctly, adding image alternate attributes, and incorporating related keywords all fall under this category.

Check out the competition: Your e-commerce SEO strategy should be designed to outwit the competition. Look at your top competitors’ sites and check out their SEO efforts. Identify ways to make yours better.

Follow through with CRO: Conversion rate optimization (CRO) should follow SEO. We’ll be returning to this topic in more detail later on in the series, so just keep this term in mind for the time being.

That’s all for the first part of our e-commerce SEO series. In the next part, we’ll be looking at the most important aspects to consider when developing your SEO strategy. In the meantime, be sure to leave your thoughts, opinions and questions in the comments below.

It’s no real secret that working with online influencers to promote your brand can yield some great rewards. Finding influencers is becoming much easier to find thanks to marketplaces and search tools, but finding the RIGHT influencers is much more of a challenge. If you want your influencer marketing campaign to bring an impressive ROI, you need to recruit influencers with the creative skills and audience makeup that is the right fit for your brand.

We’ve teamed with the experts at Linkeo Ltd once more to bring you 7 simple steps you can take to ensure your influencers have what it takes to help drive your marketing goals.

Define Your Goals

No matter what marketing task you’re up to, goals always need to be the first step. Your goals will help you figure out what kind of influencer content you’ll need to create, which platforms you want your influencers to publish it on, and what kind of influencers are the best for your brand.

Say your goal is to make your influential consumers more loyal (a popular brand objective). In this case, finding the right influencers is easy. Engage in social listening and track your brand mentions across the web. Identify influential people who are already talking about your business or products, and then you can recruit these influencers to do so in an official capacity.

Pick Your Platform(s)

Valuable influencers exist on many platforms around the web – not just Instagram and YouTube. And many businesses are just starting to take advantage of these options. For example, several fairly large e-commerces and big businesses have recently started working with Snapchat influencers to help connect with the platform’s younger audience.

So before you start looking for influencers, you need to figure out which platforms your target audience engages on most. The platform you pick will depend on where you want to reach your audience and what kind of influencer content you want to create.

Say you want to make a 5-minute branded video with your influencer. You’ll want to consider all video platforms, and even think about a livestream video campaign. If you want a blogger to review your product, you might also consider having them write a blog post and share the post on their social media profiles.

Once you know what platforms you want your influencer content to appear on, you can narrow down your search for influencers immensely.

Micro or Macro?

Next you need to decide how “big” of an influencer you want to find. Say your brand sells natural skin care products. Do you want to team up with one of the biggest bloggers in the niche, or find a team of a few micro-influencers all with around 5,000 followers on Instagram?

Don’t underestimate the power of working with micro-influencers in this case. Micro-influencers tend to have a highly-engaged niche audience that values the influencer’s recommendations as a peer. If you work with micro-influencers, all you’ll need to do is build a team of them in order to scale your campaign.

 

Narrow down by Niche

Celebrity endorsements were a precursor to what we know as influencer marketing today. Get nearly any celebrity to say they like your products and you’re bound to see an increase in sales.

Let’s go back to the organic makeup brand example. They wouldn’t want to look for Instagram users who simply offer makeup tips to their audience. They need to find influencers who actually have a genuine interest in and use organic makeup products. The more relevant an influencer is to your brand’s niche, the more likely it is that their audience will respond to their recommendations. So unless a generalist has some other ability that makes them valuable to your influencer marketing campaign, look past them to find the best niche influencers for your brand.

Evaluate Engagement

Once you’ve found a few macro- or micro-influencers relevant to your business niche, take some time to look at how effective they are at engaging their audience. Take a scroll through their most recent posts:

  • Do they get a lot of likes/shares?

  • Do they get a lot of comments?

  • What is the sentiment of those comments?

  • Does the influencer encourage engagement by responding to comments?

  • If you’re working with a blogger or YouTuber, does their content get a lot of shares on other social sites?

If you’re using an influencer marketing platform to find leads, they may have some engagement metrics available to help you evaluate potential influencers. A good platform is one that uses engagement data sorted by platform to suggest how much brands should compensate an influencer for their services.

Brainstorm Content Together

Once you think you’ve found the right influencer to work with, ask them to work together to brainstorm and create content around your brand. Giving your influencers some creative freedom in this respect is a great way to evaluate whether they’re really a good fit to work with your brand. If an influencer can’t come up with a genuine positive comment about your product/brand, then they’re probably not a good person to work with in the first place.

Take A Few Influencers for a Test Run

If you followed steps 1-6, you’ve already gone a long way to ensure your influencers can effectively help promote your brand and meet your marketing goals. You should have enough confidence to put them through one last test — create and share your influencer content, and then monitor the results. Even if an influencer has an engaged audience, you won’t know how that audience will respond to your branded message specifically until you try it on them. Keep track of the performance of your individual influencers so you can evaluate which is the most effective at driving your marketing goals.

Do this repeatedly with each new influencer you find, and you’ll be able to build a team of powerful brand advocates to broaden reach, help you find new leads, drive sales, encourage retention, and more.

Remember these 7 steps when you conduct influencer research, and you’ll be well on your way to finding the best influencers for your brand’s needs. Are you already working with influencers? Share your views and experiences in the comments section below.

All E-commerce business owners know that for their brand to thrive they need sales. Crucially, they need sales from new customers, but those don’t always come easy. This leaves many trying to answer the essential question: “How do I generate potential E-commerce leads to my website?”

Creating a bullet-proof lead generation machine that fuels business growth by attracting high-value leads, or those consumers most likely to make purchases, comes down to building and executing an E-commerce strategy.

What Is Lead Generation in E-commerce?

A lead is simply a person who’s interested in your brand, products, or services and takes an action to demonstrate that interest. This could involve anything from clicking on your ad campaign to signing up for a free trial. Each lead is a potential customer. Every action a lead takes provides valuable data. You can use this data to convert a lead into a paying customer and inform your overall lead generation strategy.

Who Is Your Ideal Lead?

Having a deep understanding of your ideal lead is the first step in streamlining your marketing efforts and bringing more qualified leads. You may have a general idea about your target customers’ characteristics, behaviors and motivations, but you must develop buyer personas based on data, not assumptions. Start creating a buyer persona using qualitative data from your site analytics, industry reports, and competitor research. Combine this with quantitative research from customer interviews and online discussions around your brand and products.

Having a clear picture of your ideal lead helps you improve the targeting of your marketing campaigns, create more impactful blog content and provide irresistible offers or promotions. You might even discover that you should tweak your product inventory or services to better serve your customers’ needs. After all, if you sell each customer three items instead of one, you’re well on your way to skyrocketing profits without any additional lead gen expenses.

Now, let’s get into how you generate more traffic. Keep in mind that more traffic in and of itself doesn’t equal leads. The goal is to make sure your ideal leads fill your traffic.

Optimize for Search Engines (SEO)

Industry reports state that 75% of users never scroll beyond the first page of search results. Clinching one of those coveted ten spots is the holy grail. E-commerce brands have many digital assets. Optimize those assets with keywords and phrases and you increase your chances of landing on page one. A well-executed SEO strategy peppers search terms across product descriptions, blog content, and metadata, turning each one into a lead magnet.

Many businesses skip out on optimizing their image alt-tags. This is a mistake. Google found that 50% of online shoppers rely on images when deciding what to buy. Now that search results prioritize images, taking the extra time to optimize every product image can pay off with leads that are ready to buy.

Write Valuable Content

Content generates strong leads by piquing a user’s interest. The more content you have, the more likely it is that a consumer will encounter it. The general consensus is that 70% of people prefer to learn about a product from an article over an ad. A recent marketing survey also found that brands using content marketing have six times higher conversion rates than brands that don’t produce content.

Build Your Social Media Followers

According to several reports, there are almost 4.2 billion social media users, and they spend an average of 2 hours and 25 minutes per day on social platforms. This makes social media a goldmine for E-commerce lead generation. Put your efforts towards a few select channels where your buyers spend most of their time.

Use Email Marketing

Email marketing is a relatively inexpensive E-commerce lead-generation technique that delivers an ROI of up to 4400%, or $44 for every $1 spent on a campaign. Consumers have become more protective of their email addresses over the past few years, so they may need some encouragement to hand them over. Entice them with a discount sent straight to their inboxes. You’ll see leads convert to customers and sales roll in.

Optimize Conversion Rates (CRO)

If you’re bringing traffic to your site, but leads aren’t converting to sales, it’s time to revisit your analytics and determine the causes leading to customer drop-offs. You can optimize every element of your site. Once you identify an area for improvement, optimize it. Some changes can be cut and dry, while others need to be tested. Don’t make changes solely based on assumptions. Continue to test one element at a time and check your data before making final decisions.

Take Advantage of Cookies

Cookies collect and store information from a visitor’s session, including the items they clicked on or added to their cart, even if they didn’t check out. Use this cookie data to retarget past visitors and show them personalized ads featuring the products they viewed. You can launch your remarketing campaigns on social media channels or other sites using Google AdWords. To comply with all international laws, include a cookie policy on your website.

Offer Discounts and Deals

You spent time and money bringing E-commerce leads to your site. The fastest way to convert leads into paying customers is to tempt them with deals or discounts. The incentive to buy needn’t be enormous; it can be as simple as 15% off or free shipping. You can also use discounts to increase your average order value with an offer such as, Get $15 off a purchase of $75 or more. It sounds counter-intuitive, but consumers will add extra items to their cart to take advantage of the deal, often exceeding the minimum purchase required.

Optimize for Mobile

A sure-fire way to increase lead generation for E-commerce sites is to provide users with a stellar mobile experience. Optimizing for mobile requires you to test your site on devices of all sizes. Ensure that buttons, menus, search bars, and forms are easy to use, content is the right size, and scrolling is a cinch. There are certain site building and hosting companies, like Linkeo Ltd and their Deliver by Linkeo platform, that build sites that are optimized for all devices as standard.

It’s a challenge to establish brands in the E-commerce industry as it’s a crowded market. To succeed, first you must have a deep understanding of who your ideal customer is. Then implement lead-generation strategies to fill your traffic with high-quality, targeted users. We hope the tips outlined in this article go some way to helping you achieve that goal. Share your views in the comments section below and be sure to check back for new content in the coming weeks.

Despite the fact that Covid-19 has drastically transformed the world, business can still continue and public relations can still rise from ashes. If you want to learn some new PR models and techniques, check out this article.

Optimize and Work on Your Digital Spaces

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Whether it concerns blogs, websites or any third-party sites, the Covid-19 lockdown provides the right time and opportunity to refine and improve SEO and marketing strategies to increase and boost the visibility of your online content. Old information can be updated and you can look for new ways to improve your SEO performance.

Using keywords and links is one of the most crucial factors for search engines but you can also employ SEO brands such as Yeah! Local. It’s a company that will look at your websites’ or blogs’ SEO, will give suggestions for improvement and will then provide regular updates on your brand’s performance.

Focus On Backburner Projects

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It often happens that PR organizations place some projects on the back burner. However, now is the perfect time to take out these projects and to start working on them. These projects could consist of updating a brand messaging, creating a new website, publishing a new blog, creating a video or posting a picture. As simple as these tasks can be, they still require your full attention.

Think Properly About How to Tell the Story

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The epidemic has resulted in heightened fears all over the world and the level of pessimism has increased too. So, before PR experts hit “send” on any marketing emails and click “post” on any social media platforms, they need to think about whether people would consider them to be profiting from the worldwide crisis.

Increase the Creativity

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Before the Covid-19 crisis, many PR campaigns used creativity and innovation and brought PR strategies to another level. For instance, Paramount Pictures used a PR strategy to promote the horror movie series, The Ring and arrange for a publicity stunt to scare people in a real-life scenario. It is said that the video received more than 10 million views on Facebook.

The Covid-19 crisis may not allow PR organizations to arrange for such publicity stunts, but there is still some place for such creative and innovative online methods to engage and appeal to the audience. For example, after the tragic Paris shooting in 2015, Facebook added a France flag filter where users all over the world could apply this filter to their profile pictures to show their support for France and all those who died in the incident. This is an example of a simple, cost-effective and unique PR strategy.

Think About the Long-Term and Use Online Platforms

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Many PR organizations have been discouraged and affected by the pandemic. As per a research study conducted by the PR Cavalry and Intuit Research, “50 % of PR freelancers have lost at least 60 % of their income while 33% PR workers have seen their incomes decreased by 80 %.” Fear is taking control of the PR sector and many organizations are reducing their budgets, decreasing the number of workers or closing offices.

However, if one looks back in time, history shows that many of the prominent brands have begun and flourished during hard times, such as Airbnb, Dropbox and Square. Hence, these serve as an example to PR companies and practitioners to promote their brand values and strengthen community relations.

“Remember Yesterday, Dream About Tomorrow, but Live Today.”

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During this crisis, the above line is less of a quote and can be considered more as a PR strategy.

  • Remember yesterday: There are many projects such as a product launch or a new program that were placed on the back burner. However, it is also essential to remember these past projects and create contingency PR plans.
  • Live today: Crisis communications states that one should always move and respond quickly. Similarly, it is essential always to be connected with your clients during this crisis, whether through online communications.
  • And remember: an absence of communication can result in your audience having ambiguities to understand certain things about the brand or product. A lack of proper and immediate communications can also lead to failures.
  • Dream about tomorrow: PR practitioners must also think about what will happen after the crisis is over. It is also essential to think about the future plans and projects as your competitors will still remain your competitors, but the battle will be more challenging compared to before as said by the rule of the jungle, only the strong can survive. Hence, PR experts can start creating future PR strategies and tactics.

Add the Human Touch

Social Media Icon Hand Keep Present

According to a study, 70 % of online customers claimed that they trust the opinions of influencers. For example, many people rely on cultural icons to navigate through online platforms during the pandemic. A great example is how in South Korea, even during the pandemic, the K-pop industry has used the K-pop idols as leading influencers for perfecting their PR campaigns.

Always Monitor the News Cycles Closely

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It is not really a good idea for a PR organization to create messages without monitoring recent news. Thus, it is critical for PR practitioners to stay updated about current news and to always be active on social media platforms. By incorporating social listening, the public relations sector will be able to create impactful stories and pitches.

Show Support for the Community

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How many people are homeless or dying out of starvation during the pandemic?

During these tough times, one way to promote your company and at the same time do something good for the community is by providing help and support to the needy of the society.

What do you think about these PR strategies? If you have some other ideas, why don’t you share them with us in the comment section below?

E-commerce platforms offer unlimited opportunities for small to midsize businesses to increase sales, but they are also prime targets for cybercrime and online fraud, due to their lower probability of having robust online security in place to protect customers’ payment data. Unlike major corporations who enjoy the luxury of having their own in-house IT security providers or consultants, most small and midsize e-commerces are bootstrapping their businesses on limited budgets. To make matters worse, recent studies have shown that hackers are migrating to the new automation malware trend. By automating their threat software, cybercriminals can target large swaths of e-commerces rather than attacking them one at a time.

In this article, we will look at five steps you can take to secure your e-commerce website. Starting with a classic suggestion:

Promote Good Password Hygiene

While passwords are experiencing competition from technologies such as facial recognition and multifactor authentication (MFA), they’re still the standard access keys to most software. We need passwords for every service or website we log onto. For most users, it is common practice to use the same password for multiple services. The problem with this approach is that, once the reused usernames and passwords have been taken by hackers, they can be applied to various services, leading to widespread fraud.

If your sticking to passwords on your site for the time being, remember they should require a minimum number of characters (at least six, preferably eight to 10) and use numbers and symbols. It is also advisable to force users change their passwords regularly. And if you can afford it, look into investing in two-factor authentication (2FA) from users and customers. This can ensure that users don’t rehash potentially compromised credentials, and it goes a long way towards making sure that those requesting access are who they say they are.

Use HTTPS

HyperText Transfer Protocol Secure (HTTPS) is the online protocol for secure communications over the internet and one of the easiest ways to help secure your e-commerce website from fraud. Designated by a closed green lock icon on the browser address bar, HTTPS websites are deemed authentic and secure because they’re certified. This means the website really is what it’s claiming to be and not a counterfeit website placed online to fool users so that bad guys can grab access credentials, credit card data, and more.

To enable HTTPS, you will need to acquire a Secure Socket Layer (SSL) certificate. Receiving an SSL certificate is the first step, this now needs to be implemented carefully in your e-commerce solution. Certain web designing and hosting companies can handle this step for you.

The advantages of using HTTPS go beyond security and trustworthiness. Google gives secure HTTPS websites a higher search ranking, leading to more visitors. Conversely, Google also labels unencrypted websites as “not secure,” which makes them appear sketchy and unsafe. These days, there’s few faster ways to get a potential customer to skip your website than to not have HTTPS

Choose a Secure E-Commerce Platform

E-commerce platforms are usually picked for their storefront-building convenience, range of design, and functionality, but security features need to be top of mind, too. Look for proven e-commerce solutions that provide encrypted payment gateways, SSL certificates, and solid authentication protocols for sellers and buyers, like Linkeo Ltd.

Don’t Store Sensitive User Data

Consumer privacy is critical in e-commerce. Businesses need customer data to improve their communications and product offerings as well as make it easy to return purchases. The danger is that website hacking, phishing, and other cyberattacks target this user data.

The first rule is to only collect data that’s useful for the purposes of fulfilling the transaction. Businesses should avoid the temptation of collecting more customer data than is absolutely necessary. This applies specifically to customer credit card information. There’s no need to store them on online servers, which can be a violation of the Payment Card Industry Data Security Standard (PCI DSS), which serves to enforce consumer data protection in the payment card industry.

Cybercriminals and hackers can’t steal what isn’t there, so keeping the valuable personal and financial information of your users should be kept secure and off of online servers. If you have to store certain data, then make sure it’s protected in a safe, online storage repository that observes best practices when it comes to keeping information safe. This should include having stringent access controls, regular audits, and, most importantly, total data encryption.

Maintain a Security-Focused Mindset

E-commerce security is never a one-and-done deal. Threats and hacking methodologies evolve at an alarming rate, and maintaining an awareness and a security-focused mindset is the necessary preventive method. Once your e-commerce website’s security has been compromised, it is often too late. All a business can do at that point is costly and embarrassing damage control.

The real challenge for all businesses is effectively implementing e-commerce authentication and security measures in a frictionless manner so the customer experience is not impacted—and then staying on top of evolving threats without breaking the budget on security.

If you want to know more about these issues, feel free to drop us a comment below and let us know what topics you would like us to cover.

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