The way we shop has changed dramatically due to the ongoing effects of the Covid-19 pandemic. Multiple lockdowns across the UK have caused our high streets to close, driving people to shop online in unprecedented numbers.
Online businesses such as Amazon have reaped the benefits, but there is still the potential for other retailers to improve their online offering.
Email marketing: driving consumers to your website
Perhaps you already have a customer database or you are considering putting together an email marketing plan for the first time. There is a wealth of information out there to consider, with apps and plugins that will help to make the process easier. There are also marketing agencies that specialise in e-commerce email marketing.
One of the cheapest and easiest ways to ensure your business reaches more people is by having a social media profile on a variety of platforms. Don’t feel you need to be on all platforms; instead, having a presence on the key ones – such as Instagram, Facebook or YouTube – can really help to grow your business. This is a very effective way to keep your audience up to date with your business and maintain their interest in what you offer.
Include captions on any video content and descriptions on images. Ensure your website is easily readable and accessible for those who are hearing or sight impaired.
Your website: retaining customers
If you are driving customers to your website from e-marketing or your social media, you need to consider a number of factors. If you are about to set up your site, ensure your domain name is easy to remember. To find the best name for your business, companies such as visit names.co.uk are a great place to start. Check your site is easy to navigate and has compelling imagery and persuasive content.
Between the elements of your site should be ample whitespace or ‘breathing room’. A crowded website is not enjoyable to look at and could easily make customers turn away. This is also true with regard to site navigation – too many clicks between a product or service and the purchase can cause potential customers to get bored and move on. You want to tap into that impulse purchase!
Replacing stock photos with your own can make all the difference. Professional product photography is an investment that can improve the sales conversion rate on your site. Being able to see a product styled well in the right environment enables the consumer to imagine it in their own home or life.
investing in copywriting may be out of budget for many small businesses, but persuasive content that hits the right SEO requirements will boost traffic to your site and sales. Ensuring your website is up to date, particularly focussing on contact details, product pricing and information can also make the difference between making a sale and losing it.