As an eCommerce business, you know that the success of your company depends on your ability to convert marketing dollars spent into sales. You also know that Cost per Acquisition and Cost per Click have been skyrocketing due to increased competition in the industry. Because of these increases in costs, it’s even more important to ensure that the customers that have clicked through your marketing campaigns are driven to convert on your site at a high rate.
Fortunately, there are a few strategies that eCommerce marketers can use to increase the conversion rate of marketing campaigns.
1. Focus on Customer Segmentation
Focusing on audience segmentation is one of the most effective ways to improve your eCommerce marketing campaign conversion rate. The old strategy of “Spray and Pray” just isn’t sustainable anymore with the acquisition costs marketers are experiencing today. By not segmenting your audience, you risk;
1. Diluting your message too much to properly engage with any personas, and
2. Engaging with the wrong audience that will click through your ads, but not convert into a customer (thus driving up ad spend without contributing to marketing-influenced revenue)
Segmenting your audience allows you to create targeted campaigns that are tailored to the needs and interests of your specific customer groups, and makes sure that each dollar is spent on the right persona.
Having clearly defined segments, and building campaigns that specifically speak to each segment’s problems, frustrations, needs, and goals makes it easier to capture attention and encourage action.
Our suggestions for segmentation tools:
2. Invest in Quality Content
Quality content is essential when it comes to eCommerce marketing campaigns; it helps build trust with your customers and encourages them to take action. Investing in high-quality content that resonates with your target audience is key to increasing your conversion rate. In fact, Home Depot saw a 23% increase in online sales after their digital team started investing in quality content.
It’s important to note here that while AI content is making massive strides in the world of marketing, humans still know humans best. So while it’s helpful to be able to publish a ton of content in a short period of time, it’s even better to put out truly high-quality and highly-targeted pieces of content that your users actually want to consume and learn from, and come back for more.
AI content will get to the point where it doesn’t need continuous human oversight, but until that happens, make sure to give each new content piece the care it deserves. When writing and editing content, make sure that it addresses what your users are looking for as well as what impacts Google ranking.
eCommerce Sites that create great content:
– Charlotte Stone
– Nasty Gal
– Studio McGee
3. Utilize Automation Tools
If you’re in marketing and not using at least some sort of automation tooling, it’s time to get up to speed! Automation tools are becoming increasingly popular among eCommerce marketers to increase the effectiveness of their marketing campaigns.
The space eCommerce marketers work in is incredibly fast-paced, and tools that automate tasks can help teams save time and simplify workflows. For instance, they allow marketers to automate the creation of email campaigns, social media posts, and website content. Automation tools also enable marketers to track customer behaviour and create personalized experiences for customers. With automation, eCommerce marketers can be more efficient and save money by increasing their campaign effectiveness.
Our favourite automation tools:
– Active Campaign
4. Leverage Social Media Platforms
Social media is an incredibly powerful tool for eCommerce businesses. Utilizing social media platforms, such as TikTok, can help you reach a larger audience and generate more sales. For instance, you can use social media platforms to showcase your products and services, engage with customers, and promote special offers and discounts.
When paired alongside proper segmentation efforts, social media can be a very cost-effective way to engage and attract a wide array of new customers.
eCommerce guides to social media:
– Complete Guide to Instagram eCommerce in 2023
– How To Create a Twitter Marketing Strategy for Your Store
– TikTok: A Guide for eCommerce Business Owners
5. Test and Optimize Your Campaigns
Testing and optimizing your campaigns is essential to improving your eCommerce marketing campaign conversion rate. Test different elements of your campaigns, such as headline, copy, images, and CTAs, to see which ones are working best and make adjustments accordingly.
Note: Don’t overload your campaign tests! When A/B testing new elements in your campaign, only change one thing at a time. Making more than one significant alteration on a test will make it incredibly difficult, if not impossible, to map a change in metrics to any one new element.
Top A/B testing platforms:
– AB Tasty
– Crazy Egg
– Google Optimize
By following these above strategies, eCommerce marketers can work to create more effective campaigns that generate better conversion rates, maximize ROI, and help to bring the business to the next level.
For more eCommerce marketing-related content, check out: