Want to know some of the (not-so) secret tricks major e-commerce stores use to turn visitors into customers?
The true secret is that not all of the tricks they use happen on their website. Here are some of the marketing techniques major e-commerce stores use to ensure they get their customer’s business.
Exciting Landing Pages
Apple has a lot of fans for a reason. They are passionate about their products, and their landing pages show it.
When a potential customer is browsing a product in the Apple store, they are thrust into a world of great visual images, bold statements highlighting the features of the product, and all of the details needed to confirm why it is a great product. You can’t visit an Apple product page without feeling how much detail has gone into the sales copy and media for each product. If your e-commerce store only sells a few items, consider emulating this technique for those items to really convince each of your potential customers why your products are absolutely wonderful.
User Generated Content
Allowing reviews in your e-commerce store can help you boost sales in several ways. First off, they can help get customers to your website from search results. Best Buy, for example, beats out Amazon and even Insignia’s own website with search results that stand out based on their reviews.
It also helps popular items stand out in their online store as well.
If you have a good variety of products on your e-commerce store, you shouldn’t have to worry about bad reviews. As a matter of fact, a bad review on an inexpensive item could lead to the sale of a more expensive product with a good review.
Most of the major shopping cart software platforms offer third party apps, extensions, and plugins that can turn your static e-commerce product pages into constantly updated pages with reviews. Be sure to look into your platform to see which integration will work best for your customers.
One of the best ways to encourage more sales once a personal is logged in to their account is through personalization. Amazon does a great job at this by turning your homepage into recommendations based on the last items you’ve purchased, browsed, or placed in your wish list.
This way, when someone visits your e-commerce store, they are greeted by the products they are most likely to buy. It will require some configuration on your end, based on your shopping cart software, but it is well worth it if you can get more sales by simply reminding people about the things they want.
Shopping Cart Abandonment E-Mails
Conversions don’t always happen on your website. The marketing technique that has the highest return on investment is automatically triggered shopping cart abandonment e-mails. If you log in to your Kerastase account , drop something into your shopping cart, and then leave, you will eventually get this e-mail.
This is a great example of a shopping cart abandonment e-mail for several reasons. First, it gives potential customers a visual of the product product they left in their shopping cart. Second, it lets potential customers know they can have their desired product shipped immediately. Third, it has links to the other main areas in their e-commerce store so that if the potential customer doesn’t want that product anymore, they might want something else.
You can implement this functionality (based on your shopping cart software) by encouraging customers to register for an account on your e-commerce store and encourage them to sign in on each visit to your store. Platforms like Shopify offer several solutions to prevent or reclaim shopping cart abandonment. Be sure to look into the options you have for your shopping cart software to tap into this profitable strategy.
Retargeting & Remarketing
Have you browsed an item on Staples lately? Have you noticed when you go to other sites, such as Facebook, that item seems to follow you?
This is something known as retargeting (or remarketing on certain networks). It’s an ad structure that businesses use to target ads towards visitors to their website. In this example, Staples has a retargeting ad on Facebook that says if you looked at a specific product on the Staples website, that product will be shown in the sponsored sidebar ads on Facebook.
The beauty of this advertising style is that it can be used by any business, large or small. The more your website visitor is reminded of the product they browsed, the more likely they are to return to buy it. Retargeting brings the second highest return on investment, right after shopping cart abandonment e-mails.
To get a good feel of how retargeting works on Facebook, take a look at this infographic from MGD Advertising.
Infographic by MDG Advertising
Also note that retargeting is not just limited to Facebook. You can also tap into all of the sites that display Google ads by taking advantage of remarketing on Google AdWords.
Your Favorite E-Commerce Stores
Now, it’s your turn. What e-commerce stores have you found to have the best conversion strategies?
Updated November 17, 2017.