First, decide what data you’ll analyze. Dig into historical sales statistics and explore the demographic trends of shoppers who already buy your products. How much do they typically spend? How do they engage with your brand? You can also take a cue from your key competitors: What channels are they using to sell their products, and what personas do they market to? This information will help you focus on the areas that will bring the most revenue and value to your business.
Once you understand who your customers are, you can determine how to best reach them with more personalized digital experiences. Each customer segment responds to different marketing, pricing, and messaging tactics, and your ecommerce marketing strategy will help you take this into account.
Search engine optimization (SEO) is also a big part of ecommerce marketing. More than half (59%) of shoppersOpens in a new window use search engines like Google to research upcoming purchases. SEO is what ensures your products show up front and center as they browse. A good ecommerce strategy will include tactics that america phone number list help you rank for the right keywords and appear in relevant search results.
Focus on customer experience. Your ecommerce strategy should include how you’ll create, manage, and enhance key elements of the shopping experience. This includes aspects of your digital storefront like website design, product search, site navigation, product categories, and simple click paths — the things that make the difference between earning a sale and losing a customer.
Prioritize channel cohesion. Most customers (71%) use multiple channels — social media, apps, your website — when shopping, and about half (55%) feel that brands are inconsistent across channels. That’s a huge opportunity to differentiate your brand: Your ecommerce strategy should prioritize channel cohesion. Regardless of which channel shoppers use to browse and buy, the experience should be seamless and cohesive. Make it easy for customers to switch between channels and access the same products, promotions, and customer support.