Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

11 Ways to Make Your E-commerce Store Stand Out From the Crowd

Demand for e-commerce has surged as a result of COVID-19, with global sales in the second quarter of 2020 skyrocketing 71 percent year-over-year. According to a report by Accenture, the pandemic is also expected to have a lasting impact on how people shop with consumers indicating they will increase how often they buy online post-pandemic by 32 to 37 percent.

Because of this shift, more and more traditional bricks-and-mortar retailers are heading online to find customers for survival and growth. This means, along with increased demand, competition continues to multiply. To help you stay ahead, here are some steps you can take to elevate your e-commerce store and attract more clicks and sales.


1. Set Up a Full-Funnel Strategy

Many e-commerce brands have a bottom of the funnel strategy – one that focuses on sales. However, the reality is people need to pass through each stage of the buyer funnel, including awareness and consideration, before they’re ready to convert. 

To get more people to convert, you need to nurture shoppers along the purchase journey using a full-funnel strategy. This involves tailoring your marketing messages to the specific stage of the funnel they are at through appropriate channels.

Try using video ads for awareness, useful content for consideration, and personalized product recommendations and promotions to drive conversions. 


2. Increase On-Site Brand Trust

Trust is crucial in any customer relationship; people simply won’t buy from you without it. However, it’s something that can be difficult to build online. In fact, a survey by buySAFE found that 81 percent of shoppers are concerned about purchasing from a site they’re unfamiliar with.

To increase trust, make sure your site looks safe and credible by adding an SSL certificate and use high-quality images and product descriptions. In addition, add social proof to your site and channels, such as reviews and ratings, plus a good return and exchange policy.


3. Attract the Right People 

Imagine your SEO and content strategy has brought 125,000 visitors to your site, but then you find out only 500 are actually interested in your products or services. That’s a lot of wasted time and money attracting the wrong people.

To avoid this type of scenario, use your customer data and deep learning tools to analyze shopper behavior and intent to determine which people are your ideal audience. Deep learning can also help you segment and rank these ideal buyer segments to identify your most valuable customers. By focusing your efforts on these people, you can boost engagement, conversions, and ROI.  


4. Personalize Site Content for First-Time Visitors

Customers today love the personal touch. When it comes to online stores, homepage personalization can encourage 85 percent of customers to buy. 

Traditionally, this has been something hard to achieve online and at scale. However, thanks to advances in marketing technology, personalized on-site experiences are easier than ever to create – even for new site visitors.

You can use AI tools to analyze legally-compliant third-party data on online shoppers’ interests, behaviors and purchase patterns on external websites. Using this information, you can then serve new visitors to your site with dynamic web content, showcasing products they are most likely to engage with and buy.


 5. Build Engagement Through Multiple Channels

How active are your customers in engaging with your brand? If customer engagement is low, it’s time to step up your efforts. That’s because high engagement translates as happy customers who are more likely to convert and stay loyal.

An effective way to increase engagement is with a multichannel marketing strategy. This involves marketing to customers through two or more channels simultaneously. Firstly, use AI and machine learning to create a single customer view and segment your audience based on interests and behaviors. Secondly,  use marketing automation tools to continually target shoppers with relevant, consistent messages on the channels they are most active.


6. Tackle Customer Cart Abandonment

According to recent figures by Statista, 88.05 percent of online shopping carts are abandoned before checkout. There are many reasons why people abandon carts, including product indecision, high prices, shipping and delivery costs, and a slow site. What can you do to prevent it from happening?

As well as optimizing your prices and site, use AI-driven retargeting tools to crunch your customer data to deliver dynamic, personalized ads, which pop up at the right time on individuals’ preferred channels. These can prompt them to return to cart and purchase – or not abandon the cart in the first place.


7. Turn One-time Purchases Into Subscriptions

Any purchase is a good purchase, but to get the most out of your marketing dollars, look for ways to turn those single conversions into subscriptions. A proven way to do this is by offering shoppers an enticing upgrade – one that demonstrates immediate value.

One example of this might be showing the regular price and a more prominent, cheaper member’s price on the product page. Another could be offering free shipping if they place a three-month order. The result? Less work for you as your customers upsell themselves.


8. Convert Hesitant Customers With Custom Offers

Some people will buy with little effort; others are window shoppers who are just browsing. Then there are the people in the middle. These are your hesitant customers who are keen to buy but are still on the lookout for a better deal. By focusing your efforts on these people, you can speed up sales and boost your conversions.

To figure out who your hesitant buyers are, use advanced machine learning to analyze how customers interact with your site, how they scroll down web pages and how much time they spend on certain sections to identify who are most likely to check out with a deal. You can then target these hesitant shoppers with relevant offers and coupons, encouraging them to complete the purchase.


9. Make Personalized Product Recommendations

Personalized product recommendations vastly outperform generic ones. In fact, according to Invesp, 49 percent of online shoppers would buy a product they didn’t intend to after seeing a personalized recommendation.

To get the best results, use AI to better understand customer behavior and interests on both your channels and external websites, and to predict which products are most likely to drive conversions. You can then deliver personalized product recommendations through the most relevant channels.


10. Offer Fast, Exceptional Customer Service

Delivering exceptional customer experiences is crucial to survival in today’s competitive e-commerce market. Not only are shoppers happy to say goodbye to a company that gives them a bad experience, but 86 percent would actually pay more for great customer service.

One of the critical things to focus on is timeliness; people expect instant responses to their queries or questions. Live chat on your e-commerce site is a great way to enable this at scale.  

Other ways to improve your customer service include making your customer service options clear on your website, using social media as a customer service channel, being proactive in your approach, and offering self-help options, such as forums.


11. Make It Easy for Customers to Check Out

Even if shoppers are ready to buy, if your checkout process is too complex, many will abandon the purchase. The experience may even put them off buying from you in the future.

To avoid this happening, ensure that your checkout process is as simple as possible. Some effective ways to do this include avoiding mandatory sign-ups, keeping your online forms short, offering multiple payment options, and displaying a progress indicator.

Increasing engagement and sales on your e-commerce store won’t happen overnight. However, with the right actions and consistent effort, you can go from being an average online store to the envy of your competitors.


* Contact our team today to find out more about how you can leverage data and AI to generate sustainable growth for your e-commerce business.


Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.


How to Unlock the Full Potential of First-Party Data

The world is awash with data – companies are now able to collect and analyze data from more sources than ever before. However, as a marketer, you would be better off prioritizing quality data over sheer quantity in order to create more effective campaigns. More importantly, while data allows you to find out a great deal about your customers, it also risks breaching their right to privacy. So how do you make sure you are using data to its full potential without compromising the privacy of your customers? The answer is using first-party data.   What Is First-Party Data? First-party data is simply data that you have gathered yourself about your customers through both owned online and offline channels. The former includes data relating to customer demographics, behaviors, actions or interests collected from your own websites, apps, CRM, social media channels, and so on. Offline channels, meanwhile, can include customer surveys, feedback forms, call centers and other methods of customer information in your CRM.   Why Should Companies Prioritize First-Party Data Now? Namely because you have collected it from your specific audience with their permission, you can vouch for its accuracy. And because you know what you wanted to measure

In-App Advertising: What You Need to Consider to Get It Right

In-app advertising is on the rise, especially in Asia Pacific, which accounts for 47 percent of global app downloads. According to a report by Absolute Market Insights, the global in-app advertising market hit US$66.78 billion in 2018 and is expected to grow to US$472.64 billion by 2027. In-app advertising allows advertisers to target customers where they spend their time, and today, this is on mobile devices and apps, with 89 percent of smartphone time being spent on apps – compared to 11 percent for mobile web. It is effective too. In-app ads offer unique reach with the ability to catch people when other media can’t, for example, when they first wake up and on their commute. It also has higher click-through rates – between 1.3 to 2 times higher than mobile web. In addition, in-app ads offer advertisers better targeting, a more contained environment for campaign tracking and increased engagement. However, to create a successful in-app advertising strategy, here are some of the most important aspects you should consider.   1. The Quality of Your Targeting Audience While apps provide you information on users’ past purchases, browsing history, geography and demographics, to get the most out of your in-app ad

Ask the Experts: Rani Saad on the State of Digital Transformation

During a recent interview, Rani Saad, Executive and Learning coach for Digital Transformation and Innovation at INSEAD, shared with us his view on digital transformation and how brands in the travel and luxury sectors can leverage AI-driven tools to tackle their challenges, especially during uncertain times like now.    Tell us a bit about your background and how you help businesses understand digital transformation and what true innovation is.  After I finished business school, I started my professional life in aviation and was part of the Air France acquisition of KLM. This was the beginning of the ‘digital life’ of these organizations, and I ended up in charge of e-services and figuring out how to execute digitally, which back then was essentially providing sales and services online. From there I supported other stakeholders in the travel value chain, including Changi Airport in Singapore, looking at what the future of air travel was going to look like. I’ve also been involved in telecoms, education, startups, government and so on, but what all these experiences have in common is that I’ve always been involved in helping organizations build not just a digital strategy, but to actually execute the strategy so that they