Each year always brings greater consolidation of eCommerce, a sector that expects an increase in sales of more than 10% annually, according to data from the eCommerce Observatory. While many businesses hope to jump on the online channel bandwagon, the ‘pioneering’ companies, which opened their virtual store years ago, are wondering how to attract more customers in a context in which competition will be fierce. Jose Duarte, an entrepreneur and eCommerce expert from Costa Rica, offers proven strategies for attracting new customers to an eCommerce enterprise.
Each year, more online stores are being created that are likely to sell the same as existing stores. Instead of competing for products or services, it’s important to focus on how to attract new customers, pooling from a large consumer base. The predictions of the experts will be able to say things as accurate as this is the year of eCommerce, of new payment methods or of content marketing, and they’re right. But, above all, eCommerce sites now have to focus more on the user, becoming more mature and demanding. “eCommerce has ceased to be a novelty for some time, and the online customer is already very accustomed to making purchases from multiple devices,” explains Duarte.”
This forces companies to be more demanding with what they offer the consumer. Marketing actions should not only seek easy selling, but create a link with the customer. That is, give security to complete the purchase, project a good image and get the loyalty of the visitor. Attracting customers to an online store will not be easy in such a competitive context. Fortunately, there is now an endless number of alternatives that will allow us to capture the user’s attention. Traffic, conversions and loyalty. These have to serve as the role model.
Operating a blog can be a very useful tool. A demanding user is one who wants to know all the details about a product or service before purchasing it. A good post that is able to provide useful information, predisposes the visitor towards the purchase. It’s about giving confidence that a blog solves doubts. This, in combination with a well-inserted call to action, opens many doors to conversion.
A specific plan for social media will provide us with a direct connection with the end consumer, which translates into more traffic for our ecommerce. In addition, it will support content strategy, providing “viralization” and specific promotions for our products. Says Duarte, “The goal is to increase the degree of engagement with followers. A good online reputation sells, and social media is a perfect means to achieve this purpose.”
The current online positioning is based on offering a user experience. It is something that is more related to content than to technical specifications. Therefore, the catalog of our online store must always be updated, with explanatory texts that show all the characteristics of our products. To strengthen the offer, businesses must create an ‘information network’ around their eCommerce, including landing pages, specific posts in blogs, calls to action on the website, etc.
There are many ways to promote an eCommerce site on the Internet, from payment formulas (SEM, display advertising, etc.) to free campaigns, such as email. The important thing is to measure the return on investment for each of these actions, and thus know which are the most effective to capture quality traffic.
Promotions can be an effective way to attract users, both new and recurring since what is most valued when making an online purchase is the price and comfort of the service. However, bear in mind that the main objective is to build loyalty. Offering discounts per system can attract a sector of the public driven solely by bargains.
Work should not be left alone in attracting traffic to an online store. Behind each visit, there are certain expectations about the brand that have to be met. Giving a good image will open the doors of conversion and subsequent user loyalty.