Ineffective promotion and advertising is one of the biggest pains and problems for online shop owners. Very often, promotions are launched through different channels, but these costs are not always recovered. Today in the blog of Arabescosideral unipessoal lda we will talk about the promotion strategy and the specifics of advertising campaigns for online shops.
To increase the efficiency of online shops, we recommend the following steps.
Select performance metrics
Identify the metrics by which you will measure the effectiveness of the promotion. These may include
Sales in the entire online shop (actual and planned);
Sales on different traffic channels (actual and planned);
The number of orders from each promotional channel;
The advertising budget for each channel;
The conversion rate of each channel;
the marginal cost of receiving an order that the online shop owner is willing to pay.
Setting up end-to-end analytics
This is an important stage, without which it will be impossible to talk about results in the future, as it will be impossible to track them.
If your analytics are set up incorrectly and you do not know how many orders you are getting from each promotional channel, you will simply not be able to analyse the data correctly. As a result, you won't understand which channels are worth scaling up and which ones should be abandoned.
Connect and set up channels
Don't launch them all at once. Start with one or two, maximum three channels. Test them, see what the results are. Calculate the cost of an order. Develop the more effective ones and reduce those that do not deliver. Remember to check the effectiveness of the channels on a regular basis.
Do not aim to attract as much cold traffic as possible. You need to work on building your customer base. Be sure to install retargeting pixels to "catch up" with visitors on Google and social networks. Also, build up your subscriber bases on social networks, databases of email addresses and phone numbers.
Fewer and fewer people make a purchase on their first visit to a website. Therefore, you should remind your potential customers about you. It is necessary to build multi-channel sequences: a person comes to you through one traffic channel, and you "chase" them on other sites and get them to make a purchase.
Improve key pages and site structure
You have identified the indicators, set up the analytics and chosen the promotional channels. The next step is to work on the structure and pages of the site itself.
For an online shop, the critical pages are
Site menu;
Search filter;
Product card;
Shopping basket.
It is necessary to constantly work on improving these sections. Study the sites of other online shops. Many marketers work with the biggest online marketplaces. Compare how the site pages, menus, search, shopping basket are organised. Take advantage of the experience of the market leaders.
Also remember that the online store gets a lot of traffic from the mobile version. Check how your site looks on different gadgets.
Analyse and scale the best channels
It is advisable to monitor advertising channels on a weekly basis, based on the data received, with particular attention to cost per order. Responsiveness will help to maximise the use of the budget and get as many orders as possible.