Good practices for marketing your e-shop

Good practices for marketing your e-shop

More and more shoppers are using several channels to make their purchases (shop, online shop, social media). It is therefore important to think about a strategy so that these various channels are complementary. Online shopping experiences are different from those in shop, sales advisors are not present but this does not mean that it is not possible to support customers.

In the following article we will focus on the online shop and good practices to boost sales:

  • Define your target audience
  • Deliver a smooth, intuitive and mobile experience
  • Implement actions to support and reassure customers.
  • Some tools to improve conversion

Define your target audience

The first step is naturally to study your brand. What are its missions and values? Who does it address and in what tone? What are the socio-demographic characteristics of your buyers and prospects? This information will allow you to identify your target more precisely and understand the reasons that drive them to buy from you. In the field, you have the human resources to obtain this valuable data. To deepen and centralise this knowledge, it is important to put in place a strategy CDP to store and collect the data.

With this knowledge of the audience, you can start to develop your strategy and a buying path for your prospects. It is likely that you have several typical customer profiles, but this does not prevent you from adapting your online shop to your overall target.

Deliver a smooth, intuitive and mobile experience

It may seem surprising, but a "wow!" site can distract users from their main goal. Forget about overly complex sites with video inserts and other features. Users are already on your site, so keep the conversion goal in mind. Save your creative ideas for your marketing actions and activations that aim to attract potential buyers. Keep it simple and highlight your offers.

Beyond the aesthetics, the fluidity of your e-shop is essential! Amazon has found that an extra 100 milliseconds of loading time results in a 1% loss in sales. It is estimated that an acceptable loading time is 2 seconds and that after this time more and more visitors leave the web page they are viewing. A good webshop therefore starts with a solid IT infrastructure.

Indeed, the web is full of a multitude of sites that can offer essentially the same products. It is imperative that once they have arrived at your e-shop, Internet users stay there. To do this, they must be able to find the information they are looking for quickly and effortlessly. Ideally, each piece of information should be accessible in a maximum of 3 clicks. Your site should therefore be built in an intuitive way. Internet users are used to the elements of websites being arranged in a certain order. They will naturally look for them in certain places. Here are some simple examples to get you started:

  • The home button is usually at the top left of the page and is often symbolised by your brand logo


  • The contact information is mostly at the bottom of the page


  • Your most important product categories should appear first in the menu


  • Offer sorting tools on your product catalogue pages (from the most to the least expensive, top ratings, new products, discounts, available colours and sizes etc.)

  • Provide a search bar so that users can quickly find what they are looking for

Think mobile!
55.35% is the share of internet traffic coming from mobiles in the second half of 2021. Online purchases via phones are constantly increasing and are driven in particular by purchases through social media. You can't ignore this. Just because you have created a good user experience on the desktop does not mean it is mobile friendly. The buying process is not the same. Analyze your mobile conversion rate with google analytics, you will probably realize that it is much lower than on desktop. You should not only be satisfied with a responsive theme for mobile, but build a dedicated path taking into account the usage and the related constraints.

  • Links and buttons must be adapted

  • Offer the possibility of zooming (40% of sites do not)

  • Display only essential pages to reduce loading times

  • Set up shortcuts to avoid making users scroll too long

Implement actions to support and reassure customers

Unlike in-store shopping, online shopping experiences do not online shopping experiences do not allow for direct human support and fitting of the products you offer. To compensate for this and improve your conversion, your main tasks will be to establish a relationship of trust with potential buyers. Users must therefore feel guided and have reassuring elements such as user reviews.

Indeed, they offer transparent feedback on products. It is also important to display all reviews, whether positive or negative, but above all to provide a response to each negative review. This will show that you are listening and offer quick solutions in case of problems. Also remember to display your customer service number.

The moment when users reach a maximum stress threshold is during the checkout process. The solution is to set up a reassuring checkout tunnel. It is therefore important to avoid any unpleasant surprises that could make them abandon their purchase process.

You can use the zoning elements below as a guide:

  • Basket page
    • Call to action (Validate my basket, Validate my order etc.) 
    • Transparency on shipping costs 
    • Area dedicated to promotional codes 
    • Accepted payment methods (CB, Paypal, Cheques, etc.) 
  • Delivery options
    • Indicate the shipping costs according to the different methods 
    • Indicate the estimated delivery date 
    • Offer the possibility of tracking the order 
  • Post-purchase page
    • Summary of order and delivery 
    • Personalized thank you message

Some tools to improve conversion

As we mentioned earlier, the objective is not to distract the potential buyer but to accompany him to conversion. Here are a few tools that can help improve this.

Augmented reality
It allows prospects to examine products and project themselves into a desired context of use. This is a very popular feature as people cannot touch, see and try your products.

The chatbot
Chatbots are becoming more and more common on the internet. This tool allows customers to ask a question and to be quickly redirected to the appropriate resource or to customer service. It is proven that a user who has used the chatbot has a higher probability of converting his purchase.

Abandoned cart email There are several reasons for abandoning a shopping cart. Reminders allow you to reactivate the conversion process. It is obvious that this solution requires the user's email address and the ability to identify them. You can find out more by reading our article "Convincing undecided viewers with abandoned cart reminders" To take it a step further, you can extend your relationship with the customer by sending them emails with a selection of products based on their past purchases and interests. They will feel understood and will trust you to propose offers that correspond to them. This is possible thanks to the centralisation of their behavioural and purchase data within a platform CDP. Arenametrix allows you to collect this knowledge and activate it directly by sending personalised emails and SMS.

Pierre Gautier

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