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Marketing tips for e-commerce websites | Series 6

At Fluid Ads, we’re highlighting the need for e-commerce retailers to get things right when it comes to their marketing strategy. To assist, we’re releasing 5 tips each week giving e-commerce businesses essential insight into how they can boost their profits and impact their bottom line.

Here are tips 26 to 30. Don’t forget to look out for our previous weeks’ tips in our firstsecond, third, fourth and fifth series.

26. Question how you showcase your products

This will have an impact on both customer journeys and conversions. When you develop the hierarchy of your website, it’s important to categorise your products in the best possible way.

Begin with an understanding of your customer, the language they recognise and what different categories mean to them. Remember, the process of finding products in your online store should be simple and intuitive.

When it comes to the product pages themselves, consider what is the strongest way to showcase your products. How big should the image be? Does the product need to be shown on a person? Is video a good idea? How many clicks are there to zoom into the product and check out reviews etc? These are all questions to work through and most-importantly, test.

27. Adhere to any industry guidelines

All e-commerce retailers must adhere to industry guidelines around data protection and use of cookies, as well as pre-contractual information, post-contractual information and withdrawal periods. Your website must appropriately notify users of their rights in these areas.

Keeping on top of this is a necessity for any business, whilst retailers in other industries must adhere to various industry-specific legislation. For example, healthcare retailers must be extremely careful about the language they use around medical claims. Specifically, medical claims can only be made around products that contain ingredients that are on the EU’s list of permitted health claims.

Anything outside of this list cannot have a medical claim attached to it meaning that retailers in this industry need to tread carefully when advertising products and listing them on their website.

Opticians in the UK have a legal requirement to provide a prescription prior to purchasing lenses. Understanding these guidelines for your industry is crucial for a seamless sales experience.

28. Think outside the box with your competitions

Competitions are a great way to increase brand awareness and promote loyalty amongst your existing customers, but they can get stale quickly.

Too often the format is on social media to generate likes and engagement, but for brands that think a little more outside the box the pay off can be much greater.

Consider targeting users that have already visited you in store and serving them with ads, through Geofencing, offering them the chance to win one of your newest products in an exclusive competition. This has the benefit of creating an omni-channel experience for your customers offline and online, keeping them engaged with your brand and generating brand loyalty.

29. Add detailed product descriptions

Writing detailed, accurate and up-to-date product descriptions is crucial for the success of your online store, for a number of reasons including:

Too many businesses task their buyers with this job, but often this does little for the overall customer experience. It can result in a mishmash of different tones used on the site, language that is too technical for the everyday user, and a lack of keyword optimisation.

If you have copywriters in house, use them for this task and if you don’t, consider investing in effective freelance resource.

30. Make it easy for users to track their orders

Order anxiety is a very real thing, especially with consumers that choose to pay for next day delivery. When a product is required by the next day, that suggests the customer is usually in a rush.

Keep them calm and ensure a positive customer experience by providing tracking numbers immediately as well as keeping them updated through regular emails and text messages.

Fluid Ads can improve advertising performance for your e-commerce business, get in touch with us today. Make sure you look out for next week’s five essential tips.

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