Today’s world is full of consumers that expect round-the-clock brand accessibility and a fast turn-around time for product delivery. Business-to-consumer (B2C) outreach can greatly benefit from a successful e-commerce brand.
Successful e-commerce brands go beyond brand name or a mere e-commerce website. To gain a competitive edge in a highly competitive online shopping industry, it is essential to build a powerful and engaging brand because loyalty and purchasing decisions are based on emotional connections towards your brand.
Customer-Centric E-commerce Website
Effective market research is essential when building your e-commerce website. Failure to understand the needs and wants of your target audience’s online shopping experience, will have a negative impact on your conversion rate.
Measures and analysis of past trends will enable your organisation to make informed decisions about your e-commerce website. For example, a detailed report on abandoned carts may mean your checkout process is too lengthy and drives potential customers to another site with a more seamless process.
Search Engine Optimisation (SEO)
Offering a quality product or service is the first step, but in order to achieve optimised sales, your e-commerce website should be visible online.
According to Google, 96% of all smartphone search traffic is conducted on Google, so it is important to ensure that your e-commerce brand ranks highly on the search engine to increase your purchase rates.
Creating brand loyalty will lead to repeat purchases and referrals that enable your organisation to achieve a high return-on-investment (ROI). Effectively communicating with your target audience about your competitive advantage, promotions and product offerings will help build brand awareness and attract potential customers to your product or service.
Effective marketing strategies differ due to different product or service offerings, however it is beneficial to:
- Drive traffic from social media pages such as Facebook, Twitter, Instagram or LinkedIn;
- Create original content and share informative blogs;
- Use a re-marketing strategy to contact clients that have previously abandoned carts; and
- Drive positive customer reviews to attract more customers.