From taking a marketing analytics course to personalisation, it takes quite a bit of effort to promote and manage an eCommerce business. Here are some more essential elements to consider when building a successful online store, and how you can take advantage of modern technology to improve your business.
Conduct market research
Market research provides critical insights into consumer behaviour, competitive trends, and opportunities for growth. It is important to understand who your target customers are, their spending habits, and what motivates them to purchase from you. Utilizing the latest market research tools can help you stay ahead of the competition by understanding consumer needs and preferences in greater detail.
Some ways you can implement market research include:
- Marketing analytics. Utilise marketing analytics to track and analyse customer data. This information can be used to better understand customer profiles, product preferences, and trends in purchase behaviour.
- Social media monitoring. Monitor conversations on social media channels such as Twitter, Facebook, and Instagram to uncover insights into consumer sentiment and current market trends.
- Personalisation. Implement personalised content across your website and marketing materials to ensure customers feel valued. Personalisation can also be used to better understand customer preferences and tailor your offering accordingly.
- Content marketing. Utilise content marketing to create engaging, informative, and shareable content that will draw attention to your eCommerce store and establish you as an expert in the field.
Set up secure payment gateways
A payment gateway is a critical component in any eCommerce business. It is the medium through which customers make their payments, and it must be secure, reliable, and user-friendly. Popular payment gateways include PayPal, Stripe, and Authorize.Net.
Ensuring your clients’ information is kept secure and private should be a top priority when setting up an eCommerce business. Invest in SSL certificates, which encrypt data exchanged between you and your customers, to ensure the security of their personal details.
Optimise for mobile
Given the rise in mobile internet usage, having a website that is optimized for mobile devices is essential for any eCommerce store. Responsive design, which adapts to different devices and screens, is key for ensuring that customers have a positive experience when browsing your website on their smartphones or tablets.
With mobile commerce sales increasing by over 15% in 2021, optimising for mobile should be a top priority when setting up an eCommerce business.
Use SEO techniques to optimise your web pages
Search engine optimization (SEO) is essential for increasing traffic to your website. SEO techniques involve optimizing keywords, titles, and meta descriptions on your web pages so that they show up in search engine results when people search for related products or services. As of 2021, more than one in four businesses use SEO tactics to drive traffic, so it’s important to stay up-to-date on the latest SEO techniques and trends.
Implement AI and machine learning
Artificial intelligence (AI) and machine learning technologies can help you automate certain operations, such as customer service, personalization, and marketing analytics. These technologies can also be used for product recommendations, forecasting demand, and optimizing customer journeys. AI and machine learning can help you improve the customer experience while also saving time and resources.
Social media is a great way to reach out to potential customers, build relationships and drive sales. It’s important to have an active presence on major social networks, such as Facebook, Twitter, and Instagram. This will help you stay top-of-mind with potential customers and engage them with the latest updates, promotions, and product launches.
Zuella Montemayor did her degree in psychology at the University of Toronto. She is interested in mental health, wellness, and lifestyle.