So, now you have a great online shop and perhaps you even made the great choice of using Magento, but now you are asking questions, because you are not making the money! At objectsource we work with our clients to ensure they have a strategy behind 4 key main objectives:
1. Driving customers to your site.
2. Getting those site visits to convert.
3. Increase the basket value now you have them.
4. Retaining them for now and forever.
Now, let’s talk about this in detail.
1. Driving customers to your site.
We are not just talking about having a great Digital Marketing Strategy here, with SEO and Paid Search. You can spend thousands on this, but if your site is not attractive to the search engines, then you will spend thousands forever! You need to ensure that your site is SEO friendly i.e. the web pages have been coded in such a way that the search engines recognise the code and decide to rank you. In Magento 2.x, they have spent a lot of time giving you the tools to update your site and assuming your developer/agency has followed the Magento front-end development guidelines, then you should be set! All you would need to do is ensure that your site is complete with all the relevant text/copy.
2. Getting those site visits to convert.
This is where a lot of sites fall down. At the end of the day, you have to leave no questions unanswered and avoid jargon. Some site owners get lazy and do not put in enough information about their products, so potential customers are left wondering if a particular key feature/s exist or not and then end up looking elsewhere and buying from the alternative site. You also see sites where the owner clearly knows their products inside and out, but they use too much industry jargon that the average user of that product would simply not understand.
You also need to have good imagery – a picture says a thousand words – and if you can also use video to show off that garment or unbox the hamper, then this really helps the potential customer to know exactly what they are buying. With Magento 2 you get to not only upload as many product images as you like, but also video.
Reviews! Sadly, us UK folk are followers – if they see someone using the product then they will buy it too! This is where reviews come in super handy, they can tell a potential about just how good your products are and also how good your customer service is.
There are just loads of things you can do here, some of it is simply about how to use Magento 2.x.
3. Increase the basket value now you have them.
So now someone is interested in buying something from your site, but have you offered them everything! Now you should be giving them options on either buying a better more expensive version or purchasing something to go with it, like an accessory or an additional item to complete the set. There are many thing that can me done here and if you are using Magento 2, then you would be able to associate cross-sells, up-sells, partner products to the main product, making it easy to manage features like this.
4. Retaining them for now and forever.
Now you have a customer and now you must keep them!! This is where you really need to get into personalising your emails or ways of contacting them. Don’t start sending them endless streams of emails about swimming products if all they bought from you was a cycling helmet! Just because you sell all these things, if they are not interested in swimming or running, then they will just get frustrated with you. However, if you start emailing them about new cycling safety products or energy boosting products or even just some simple hints and tips on how to win their next race, then this will make them see you as credible and caring and therefore want to keep buying from you.
The above really only hits the tip of the iceberg or what you should be considering doing. Here are some of the most obvious other tips we could give you, but they are so obvious that they are missed!
– If you are using an eCommerce Platform like Magento, then you MUST get some training on how to use all the features! There is so much to these platforms in terms of online merchandising, promotions, keeping the site relevant.
– Make sure you have someone dedicated to updating the site, merchandising it, coming up with promotions, writing complimentary content. If you are not in a position to do this, then make sure you put aside time to do this! The site is not going to run itself, just like a high street shop wouldn’t!
– Review your site analytics everyday and if now 3 or 4 times a day. Check how the visit rate is increasing, what is happening with the bounce rate, which pages are being viewed and so on. Doing this will give you some amazing insights into what you should be focusing on.
If you want to discuss how you can make the most out of your Magento site, then just pick up the phone to us and we will be happy to help!
