Steps to eCommerce
You want to get your eCommerce journey off on the right foot by first completing your smart goals worksheet. This way to will have defined what you what you want to achieve from the start.
Your goals must be specific, measurable, achievable, relevant and be time bound.
To get the results of your goals, you need to know how to market your eCommerce business and you need to know how to drive a measurable increase in your traffic and your revenue.
Nowadays, smart phones make up the majority of ecommerce transactions. Trends continually change, and you win by adapting. Riding the trend means that you will catch a lot of sales. Today you need to pay attention to other businesses out there, products that are working, the marketing tactics, you are going to fall into the 80% of ecommerce companies who are not generating any sales. Most marketing tactics don’t work. You want to learn from the top ecommerce retailers in the world like Amazon, Walmart and Macy’s. Go look at the top players in your space and identify what they are doing well. You can sell your products on your own website and you can also sell your own products on websites such as Amazon and others. Amazon takes a percentage of each transaction, but you can price accordingly and make a lot of money by having your products on Amazon by leveraging their infrastructure and allow you to get more visibility and generate more revenue. There are a lot of sales channels out there and each has their pros and cons.
- Amazon – 55% of Americans begin their product search with Amazon
- eBay – Connecting buyers and sellers together auction style
- Etsy – Handmade goods
- New Egg – Technology products
You have to figure out what sales channel is right for your product. A lot of reviews means a lot of customers. Figure out your brand, and sell there. You do have to know who your audience is, and what channels they like to use, and how they pay. Do they prefer Apple Pay or PayPal or Google Wallet? How do these payment channels interact with your sales channels?
Most people will start with their own website, but remember then that you have to do all your own marketing. These other websites already have many visitors.
Your most important marketing channels will consist of a combination of content marketing and SEO, social media, email marketing, pay-per-click marketing, package inserts, upsell & cross-selling.
Also do some chat bots, Facebook page, Facebook group, Giveaways, Influences, Facebook ads, Instagram, Live video, Google Business, You Tube channel, LinkedIn page, Guest Blogging, Podcast, Retargeting and Push notification. It all helps.
Manage your Marketing Channels by downloading the P&L Tracker Sheet.
In Marketing, it is very important to have Key Performance Indocators (KPI’s) such as the following
– Number of unique visitors
– Conversion rate
– Average revenue per customer
– Total revenue
– Cost per acquisition
As you go through them and keep track of them, you will figure out which ones are right for you.
You may want to create great educational based content about you products. How they work step by step. Put up live content on Instagram and You Tube, SnapChat and the other social sites. Build a great rapport with your community and be consistent in order to be seen as an expert.
Email marketing is a great channel that generates many companies $38 for every $1 spent!
Another approach is upsells. Think of McDonald’s where they always ask you for something more. That is an upsell and the company makes a lot of extra profit.
Inserts is also a great way to market. For example, when you send a customer a product, include an insert of other products that you sell. Educate your customer. This leads to more sales.
Also attract emails by offering FREE information (otherwise known as exit popups. Just when someone is about to leave your website, this free offer pops up)
Before people leave your site, you want to them to subscribe through browser notifications. You can do that through Subscribers.com – You want to do a push and depending on the industry, you get people to go back and add products to their cart.
To maximize your revenue you want to have Sales Channels + Marketing Channels.
Good examples are American Eagle, Birchbox, Dollar Shave Club and Leesa.
Conversion Rate Optimization
Remember that all the little bits combined together all add up.
You can expect to convert 1% – 2% of your visitors into paying customers. Your website funnel usually goes form a visitor to lead to becoming a customer to becoming repeat buyers. You will be doing really well when your repeat buyer base is huge.
Essentially, ou want to improve your convesrion rate, as this will improve your bottomline tremendously.
The way to improve your conversion rates is to focus on your product pages (PDP)
Next, you want to optimize your meta description by creating appealing title and descriptions for your home page, product pages and your product landing pages, written in a natural format.
An easy way to boost conversions is to offer multiple product shots, from different angles. That allows users to zoom in and out, show the product in videos, with high quality images that are compressed to improve page speed.
You also want to articulate your product descriptions. This is where you explain what it is; How is it made? Describe the story behind the product; explain the benefits; and include as much detail as you can about your product. Remember to make use of a combination of logic and emotion. Remember also in your text to use many persuasive positive words.
Also add in FAQ’s – Frequently Asked Questions into your product pages. Why? People aren’t able to touch and feel you products online, so by answering questions you can help fill this gap a lot.
You also want to do exit intent, such as free shipping or a discount coupon or a free gift or free content like a free digital download.
Your check out design is really important as by having a great checkout design, you can decrease your cart abandonment by a massive percentage. Include in your cart design items like being specific, be true to your brand, be personal, offer an incentive and include customer reviews and testimonials.
Customer reviews are HUGE. You can really build a brand by having great customer reviews. The more customer reviews that you have the better.
You can also speed along users decision by making mention that you only have certain amounts of stock left. Or you could mention that if you buy today, you will get free or 2 day shipping services.
Or if you buy right now, you will save this amount of money.
As mentioned above, all these little things add together and they all really help.
You have to optimize everything in our funnel, from your advert to your landing pages to your product pages to your emails and your upsells, which will lead to more sales.
You want to go from generating traffic through to your offers, to your email campaigns to upsells all the way though to generating revenue. On Shopify go and check our zipify pages. It’s great.
More people are searching on mobile devices these days. Your site needs to be optimized for desktop and mobile devices. You want your site to be responsive.
Once that is sorted, you need to produce really good content. There is different ways that you can produce good content. One way is to rank your product pages (1). Go to Ubersuggest and type on keywords and then on keyword ideas. This will give you a big list of keywords you can go after. Make note of the keywords that are good for blog posts and make another note for the keywords that are good for (for example) product pages. Also look on the right side to see everyone on your space who is ranking for these keywords. Is it a content page? Is it a product page? Is it a category page? Do they have a lot of social shares? Do they have a lot of backlinks? Then grab the best ones that have a combinations of all the above, and make it better.
Also look at the search volume on Ubersuggest. The more the better. Also look at the keywords report to see all the keywords that you rank for and this will all give you more information to help you improve your rankings over time. Also go back to the keyword report and look at the prepositions, suggestions, related keywords etc because by doing this, you will find more keyword opportunities. They all add up!
It is all about driving people to content and then, converting them into customers.
Remember to do a site audit on your website and fix all the little issues that may exist.
When it comes to your on-site listing optimization, what is really important is your titles, bullets, descriptions and keywords. Category & listings pages are dominating now, have really amazing bullet copy. People love skimming when they are reading, so use your bullet points to drive the benefits and the value, you are then better likely to convert visitors into customers.
Make sure that all your on-page SEO elements are done. (Yoast helps plenty with this)
Something important to do is to link your relevant product pages together. Link your product listing pages with you product detail pages to your about us page to key landing pages and conversion pages. And link because it provides a better user experience.
You must also setup your Google Shopping Section merchant centre account.
Get really thorough with your content about your products. Through images and text and through videos.
You can also rank your content pages (2) really well. Start with researching you main product keywords on Ubersuggest. And also find all the keywords that your competition is ranking for. Then create an outline and start sharing your content ongoing.
Trello is a great place for content writing process.
It starts with research (Ubersuggest – see content ideas) You want your content to share expertise, authority and trust. In your content state facts & siting your sources & having relevant updated content & reviews and an SSL website) Grammar issues must be fixed.
When you are drafting your outline, you want to have a hook, an opening, the body and close.
You can do this in Google docs. The just start writing. Then your editors can edit and publish.
Once your site is published, then go contact everyone whom you used as sources that you mentioned and link to, about your great new article. And ask them to share you content. You also want to got to Ubersuggest backlinks report and see who all is linking to your competitors, and ask them to link to your great new content. A great example of excellent content is Skincare by Alana. Check it out!
To help you further with content, check our the 20/20 rule book.
This is the way to promote that content that you created earlier, in order for you to generate you’re all important… SALES.
If you don’t promte your great content, it won’t be seen, so lets look at a few content promotion channels.
Sidebar links – Add sidebar links in your website that promotes your links
Leverage Social Media platforms – Share your content on Facebook, LinkedIn, Instagram, You Tube and so forth. On these social sites you can use images, video, links and text. By posting on social media, you allow you community to be part of your brand. A great way to get a captive audience is by going live on social media, and on your live videos you can educate and sell your audience your products and services. The more you post, the more relationships you will build. PLUS, if you build relationships with other Influencers (other people with large Social Media followers) you will fund that they will also post and promote your content on their Social Media platforms, and then your content seriously goes viral which is really awesome. Micro influencers with products / services related to what you are selling works really well. Aim at building relations with like 10 of these smaller targeted influencers.
Use multiple image (carousel) posts – Tell a great story that offers a visual experience.
Push notifications with Subscribers – Use it to get people to come back to your site and buy more and pushing them to your content
Link Building – To rank well on Google, you need to acquire quality links from external sites. Link building also improves your brand awareness and rankings. Use proven tactics to do it and you can visit our steps to link building page to find out more. Essentially, you want to build links with company websites that have high Domain Scores (DS) and links that are “Follow” as these will help with your Google rank. So choose “Follow” links then your doing your filtering. Reach out to bloggers and build relationships and ask them for a link.
Newsletter emails – You can collect emails through Hello Bar. With your emails that you send out, you want to create attention with an “Attention Grabbing Subject Line”. Then hook your readers with a good hook and calls to action (CTA) + offer compelling reasons to click through your website with calls to action throughout your newsletter emails and your blog posts.
Chat Bots & Messenger Lists – Popular is Facebook Messenger and ManyChat, Intercom and Drift.
Internal linking – Make sure that your website has internal links that guide users to your various website pages.
You want to leverage as many of these channels as you can in order to promote all your content ongoing.
Download the Promotional Calendar and track your progress.
How to Market on Amazon
Amazon focuses on their customers. If you want to do well on Amazon, it (always) starts with keyword research. You can use Ubersuggest, Vital Launch or try Merchant Words. With the right keywords, you can get way more traffic. You juts need to pick a few of the right keywords for each product. And the more thorough you are with you keywords, the more sales you will see.
The way you win on Amazon is through internal promotion (product listing, special offers, optimizing click through rate; including a “more details” tab; customer interaction and customer support) and external promotion (Amazon product ads, You Tube marketing, Social Media, Lightning deals and Amazon promotions)
Have an effective Amazon product page.
If you follow up and delight your customers, they will be happy and will return.
People love nice looking packaging and interesting inserst with more great offers and useful information.
Giveaway free bonuses like PDF’s with eduational information
The BIG key to winning on Amazon is to get repeat customers to buy from your brand. You really want to repeat customer satisfaction, customer engagement and positive reviews. Repeat; Repeat, Repeat. You want to truly delight people.
The first page that people see is your product page. It needs to look really good for you to get really good sales. This then leads to higher page conversions, which leads to higher rankings on Amazon because Amazon is making more money. Include as much detail as possible on your product page. If you get some bad reviews, go and fix your product so that you get more positive reviews.
Place you optimized keywords on key spots. Keyword position is very important. You want them throughout your titles, your descriptions, place your keywords in where they make sense. Go to Ubersuggest and see the keyword ideas report. Choose the keywords with the higher cpc rate will convert better. Also go to the more details tab on Amazon and fill out everything as thoroughly as possible. Once you generate sales, you must follow up religiously with your customers!! It is all about the customer experience. And when you follow up with your customers, follow the rules of Amazon. You want to try and get to 15 natural reviews as quick as possible, and then keep going.
You Tube is great. Build a list, have coupon codes, build brand awareness. You can also do email blasts, Facebook, Twitter, Instagram, Coupons and push notifications to get people to got o your Amazon listing.
Paid traffic on Amazon
Use the Advertisement Cost of Sales (ACOS) formula:
Look at how much you are spending on advertising vs how many sales you are generating.
You want your ACOS to be around ¼ to ½ of your profit margin.
If it is profitable, then (duh) keep ad-spending J
Note: You can also use Ubersuggest for finding top quality pad keywords. You want to find and grab keywords that have high impressions but that are relevant. You also want to go after keywords that are expensive, because typically, they will drive more sales as they are lucrative keywords. Go and research your competitors and choose 5 keywords that work for them.
Once you pick the keyword, create one auto campign and one manual campaign.
Go to Amazon under advertising create a campaign, and under sponsored products click continue. Then choose your daily budget then your bidding strategy dynamic bid down-only. Select your default bid, play around with it and launch your campaign. Keep going until you are in the top 10. And then every month roll back your bids by a small percentage. You want to pretty much pay for whatever the second most bid is paying.
You should also A/B test your ads. Go to the advertising section and click on A+and then create variations and then you will be able to figure out what’s working and what’s not.
Find lightning deals under “Deals”
Run promotions under “Promotions”
Additional Sales Channels
The various sales channels such as Amazon and Walmart, Etsy, eBay are all actually very similar.
You have to list your product listing pages from Search Goal Value to Keyword Competition to Commercial Intent to Grouping. You can use Ubersuggest to do this all for you. Whenever you type in keywords on the various sales channels, you will see below a number of keyword variations from the best ranked to lower and lower. This will provide you with a lot of data and insights into what people are looking for.
Once you have a list of keywords, you want to optimize your titles to rank best, optimize your bullet points, clearly articulate and describe your products benefits and you will find that you start to rank for more and more keywords. Make sure that your images are amazing. Do all the little things correctly.
Download the Etsy Platform Resources
Download the Walmart Platform Resources
Download the eBay Platform Resources
Other market places include Facebook Marketplace, Google Express, Alibaba, NewEgg, Rakuten, Allegro, Wish, Wayfair and Cdiscount and more, so go and leverage off all of them.
See what is working for your competitors, and make use of the same channels.
And stick to the rules of each channel.
Also check out Spocket, Dhgate, Wholesale2b and BigBuy.
Other opportunities include Many Chat as a great way to leverage more subscribers and build your email lists. Set that up. Voice seacrh is also big now like Google Home and Alexa. See “buy related” keywords, by again head over to Ubersuggest and type in keyword ideas of “buy…” – In the USA, over 50% of searched are now voice searches!
Now also download your Competitor Keyword Tracking Sheet, the Product Scoring Sheet and your Platform Resource Guides.
B2B includes wholesale, distirbution with large or chain retailers, selling to organizations, supplier selling to resellers, higher price points and is 80% done through sales people.
It starts with someone on your website, that becomes a lead, to a discovery call when you learn about each other, and then if you guys fit you develop a strategic plan and you present your product and the solutions, and then decisions are made. You close and then follow up. Note that each of these steps may need to be done a few times over to more and different people. Just roll with it.
A great place to find B2B customers is LinkedIn. Try their tool called Sales Navigator. You can find buyers by Keywords, Position, Industry, Interests and by Group. And get to the Decision Makers. Import those leads into your CRM or Excel spreadsheet and start contacting them. Or you can start reaching out to people individually on LinkedIn.
Relationships are everything in B2B, and can take 90 – 120 days to close. So focus on the long term as most of the time, your price points are much higher. Ensure that your LinkedIn profile is filled out correctly. Then join Groups in your industry and get active in those groups. Great example of B2B is Knobs.co and see what they doing, which is really good.
Download and Track your Leads with the B2B Deal Tracker.
Download your B2B script, and modify based on your products.
You want to run ads so that you can drive sales profitably
The 3 main ways of running ads are Google ads, Bing ads and Facebook advertising.
For Google ads, you want to leverage you keywords to attract traffic. You need to set up your first PLA campaign. Go to the Merchant Centre. Setup you account and go through the 3 step. Keep things in an organized fashion by geographic areas.
Go to Google Ads – Click start now and then click “Get more Website Sales of Signups”
Then put in your business website.
Then pick the location you are targeting. This is usually a Country.
Put in the keywords that are relevant to the products you are selling.
To find a great selection of keyword ideas, go to Ubersuggest. Choose the keywords with a high cost per click (CPC) and a high click through rate (CTR)
Next, you choose your budget.
Just click a random amount, and then pause your campaign by going to campaign settings, give your campaign a name and click on pause because we are not yet ready to spend money.
Now go to “Display campaigns” and click on the + sign to make a new campaign.
After that, click on “Sales”
Once you click shopping, select the Merchant Account that you made earlier and click continue.
From there click on “Standard Shopping Campaign”
Disable “Advance CPC”
Set your budget to $10 and then set the location.
When you select your bid, start out at $1 and adjust ot later on.
You also want to link your accounts. Head over to Google Merchant Centre, click on the Tools icon and then click on the Linked Accounts.
At this point, you will start to see you sales increase.
From there, you can adjust you adspend to more per click or less per click.
Your also want to start testing products. Choose your bestsellers.
Now click on “Ad Extensions” and start to do Promotions and Sitelinks.
Another really great approach is Remarketing. Set it up. This is where you have clicked on an ad for something, and then that ad seems to follow you around into other places that you are browsing.
Add Audiences that have already been to your website. Remarketing has a very high ROI.
Next is to get your Bing ads setup.
Import your products and campaigns from Adqords into Bing.
Log in to Bing ads, then click on Tools then click on Import then click on Sign in to Google.
It will then import everything that you have from your Merchant Centre from Google into Bing, and that way you will get setup without doing all the steps step by step.
On Shopify, there is a Bing feed. Installing the Google Shopping Feed & Ads and then create campaigns.
As you are running out of stock, turn the ads down.
Remember to fill in all the fields in order for Bing to surface the most relevant products; Update your feed weekly; describe your products in a way that is relevant to their use. You can find out the more popular keyword on Ubersuggest. And also keep your ads separate from text campaigns, so that way you can see how well they are performing.
You can also do different campaign types.
For Facebook Dynamic Product Ads, it also works really well for Instagram.
Log into Facebook In Business Manager, got to Assets, then go to catalogues and add your product feed. Choose to upload your product feeds or connect your eCommerce platform.
Then choose your catalogue sales, then choose the relevant product option; pick the target audience that is most relevant to your offer and then start with a reasonable budget and bid. You wanna start low.
Also, leverage Live chat, Heat maps such as CrazyEgg, run A/B tests and log your observations and create variations based on you hypothesis. Remember that data is everything.
Try out the A/B calculator on Neil Patel and they will tell you which ads offer better conversion rates, so that you can maximize your sales.
Also use “Push Notifications: to get customers back to your website. Go for what gives you the most net margin. Remember that you are optimizing for profitability.
Download the Ad Audit Checklist and use it while you are building your campaigns.
Also go through the Essential Google & Bing Shopping Ads Resource List & Got through the Essential Facebook Resource List as you build your campaigns.
Additional Marketing Channels
Your highest converting marketing channel is gong to be email marketing.
Half the world’s population actually use email..!!
Over time you add to your email sequence and flows.
Ways to win back customers is in places like where customers abandon their cart; doing campaigns that bring existing customers back to your website and customer nurturing through education.
Do it in a way that offers your users an amazing experience.
Also make use of You Tube ads to balance your portfolio of Marketing Channels.
Also try Gmail ads.
Download You Tube Ads Resources.
Also do Instagram ads. You can also add links into your bio, which is great. Remember to engage with your customers.
Download Instagram Ads Resources.
You can also do Etsy Ads.
Download Etsy Ads Resources.
Whatever platform you are using, do tests! You can use CrazyEgg. You really want to optimize your landing pages to improve your conversion rates.
Huge money is going into eCommerce now and into the future.
These are the metrics that you must keep an eye on:
COGS – Cost Of Goods Sold
ROAS – Return on Ad Spend
ROI – Return on Investent
Make sure these are always positive as data is King.
Build a relationship with your customer as repeat customers are the crux of a profitable eCommerce business.
Remebre to do the following consistently
- Become a People Watcher – undetand why people want or do something
- Be reay and willing to adapt
- Embrace you teammates – Business is a Team Sport
- Be persistent – eCommerce takes time
- Keep your existing customers delighted – Survey Monkey your clients
- Form the right business habits – Action your plans
- Find the parts of your work you love – Be passionate about what you do
Download the Action vs Value worksheet.
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