How to sell more from your Ecommerce with Growth Marketing?
As often happens in the world of digital marketing, the concept of growth hacking had a stellar appearance a couple of years ago and – although many are still not clear about what it consists of – it has become the claim of many digital agencies and marketing gurus on-line.
But why would a company need growth hacking marketing strategies? We show you some growth marketing techniques that you can apply relatively easily in your ecommerce in order to optimize the user experience and, ultimately, increase its conversion.
- A / B test
- Social proof
- What is growth hacking or growth Marketing?
Growth hacking is a process by which a professional looks for simple, efficient and low-cost ways for a business to grow, convert or succeed in its objectives.
This specialty within digital marketing requires the participation and knowledge of various disciplines in order to achieve a growth process, scalable, repeatable and predictable to get and retain customers.
How to create growth hacking strategies?
We suggest you incorporate the following elements into your strategy:
Product or service improvement. Before starting a growth plan for your business, it is essential that you optimize your product (or service). What you offer to your customers is presented in the best way? Has your product found its maximum potential? Analyze the preferences, interests and needs of your target.
Creation of metrics. Defining clear and achievable objectives will allow you to focus your efforts on creating and perfecting concrete growth actions.
Channel prioritization. You must prioritize the channels where you will implement your growth hacking strategies: will you opt for gamification, UI / UX, social networks, SEM, SEO, email marketing …? It all depends on the industry, the demographics of your users, and the location of the business, among many other factors.
A / B experiments. But what do we base the creation of metrics and channel prioritization on? In experimentation. In A / B tests. In the tests of different actions to know if a strategy works or not. How do we know if it works? If we can grow our business in a sustainable and constant way.
Analysis of data. There is no growth hacking if you are not able to analyze the results of your actions. And for this, you need to monitor each initiative carried out. It is the only way to know if your work is worth it and / or if it needs improvement.
Process optimization. Thanks to this prior data analysis, you have the possibility to optimize your processes and actions. Growth hacking has an important “learning by doing” component. This step may involve changing your priority channels, implementing new A / B tests or generating changes in the presentation of your products.
Scalability and automation. Once you have completed all the previous steps, it is time to make your techniques scalable and automatable. This can translate into business expansion, a market change, the incorporation of a new technology or the centralization of tasks on the same platform to save time.
We show you some ideas that can make your business grow:
1: Personalize the shopping experience
Customizing the contents of your ecommerce can be an excellent alternative to increase your conversion, especially when you know what users are doing on your website. A study by Hubspot indicates that custom call-to-actions converted 202% more than the default versions.
Whether through artificial intelligence, personalized accounts for each user or specific sessions by IP, your e-commerce store can offer various forms of personalization to make the shopping experience of your users closer.
We leave you some customization ideas for your ecommerce:
Homepage: shows on your home page the products that a user has seen or left in their shopping cart, for example. You can also show similar products or that belong to the same category as those visited by the user. We have a user-based tool so that users have the ability to “deactivate” (or stop seeing) products in an online store.
Online chats: on your website you can include an automated and proactive chat that sends personalized comments to users based on their behavior on the site.
Email marketing: you can customize your email campaigns by geographic location, gender, age and past purchases of the recipients.
Personalized note on delivery: you can also take advantage of the time of delivery of the product to add a message, discount or advertising regarding a similar or complementary product to the one that has just been delivered
2: Use retargeting to encourage new purchases
Retargeting can become a tricky business, especially for those who haven’t found the balance between pushing too hard to sell a product and persuading in a subtle and helpful way.
This usually happens because sometimes we believe that everyone who has visited our ecommerce or has “liked” one of our Instagram posts wants to buy our products right now. And no, that is rarely the case.
Like most consumers, the people who browse our site and on our social networks are researching, comparing and looking for solid arguments to convince themselves that option A is better than option B or C. But does this mean that we should stand idly by while this happens? Of course not.
It is right there when retargeting comes into play: a cookie is installed in the browser of the potential retarded buyer, who will see ads for your product when they visit other sites. In this way, you generate recall of your product and your brand at the time of the actual purchase. But don’t overdo it: the window of time that opens when you generate a first interest in a product usually closes after 7-15 days. At most, you can extend your retargeting for a month.
We share a couple of recommendations to optimize your retargeting strategies:
Create a dedicated landing page to drive your retargeting traffic there. Those users already know your product; now it’s time to focus on the advantages and benefits.
Combine a Google Ads campaign with an email promotion. In many industries it works as an effective way to achieve awareness in two parallel ways.
Segment your audience. Not all those who have visited your website in the last month want the same product or should be approached with the same ads. Divide and conquer.
3: A / B tests your product pages
A / B tests are one of the most used resources by those working to grow their business.
Through the “trial and error” method you can get a lot of valuable information to, for example, optimize the product pages of your ecommerce.
We recommend that you try small modifications in terms of design or the colors and sizes of the texts and images used on a product page, in order to determine if one option or another has better sales results.
You can also change the copy of your CTA, include an online trust seal (if your store has it) or add a counter of the available units (especially if there are few left).
4: Send a detail to share online
Social proof can be an excellent way to get content generated by your own customers, give a boost to your online reputation and grow sales or – at least – interest in your business.
A Chatter Matters survey found that 83% of consumers consider recommendations (from friends, family, acquaintances …) to decide whether or not to buy a product or service.
This social proof can be used in different ways in your ecommerce:
Include a physical detail with the delivered product. The idea is that this element (printed card, game, etc.) is so visually attractive that it encourages your clients to share a photo of it on social networks or in a section of your website designed for that purpose.
Certification or guarantee seal. One way to highlight your products or services above those of the competition is to add official certifications or guarantee seals obtained within your industry or at the ecommerce level of your country, such as the Confianza Online Ecommerce Europe seal.
If you want to ensure the success of any of these actions, you can offer a discount to customers who participate with feedback about your brand or products.
5: Show discounts in the check-out process
FOMO or Fear Of Missing Out, which in Spanish translates as the fear of missing something. Our recommendation is to use this technique in its proper measure, since it can generate an increase in sales, but also become a nuisance for users. Testing will be the key.
Example of FOMO: This sense of urgency is used by large platforms such as Booking, Amazon: while the first portal exerts pressure on users by indicating how many rooms are available in a hotel; Amazon often launches flash sales with unbeatable discounts.
If you need to know more about your Growth Marketing strategy at Soulbranding we will be happy to help you!