The other day, I was on the hunt for new glasses. So, a friend of mine forwarded me a virtual flyer for an eyewear store. I visited their website and was pleasantly surprised by how user-friendly it was. The most arduous part of buying glasses is trying out different lenses to frame our faces, but this store had a virtual try-on feature. The next thing you know, I placed an order and am anticipating its arrival (hopefully it should come by in the coming days)!
Arguably, the hardest part of running an eCommerce business is discovering innovative ways to acquire customers. This company did a fantastic job through effective digital word-of-mouth, and an optimized website that kept me hooked for a couple of hours, I’m ashamed to admit.
Here are 7 innovative ways to generate leads in eCommerce.
7 ways to generate leads in eCommerce
1. Optimize your web design
If your website’s UX design isn’t polished, visitors may get confused. The primary goal is to make things simple and straightforward so that your buyers can successfully go to the checkout page without getting lost. The same goes for your call-to-action buttons. Use big fonts and colors that are attention-grabbing yet pleasing to the eyes, so they know what to do.
Another design consideration to take into account is the need for conversion rate optimization. This means regularly analyzing your conversion performance and running experiments to find the best possible strategies for enticing sales.
Don’t forget to optimize your website for mobile. People also shop on the go. If your text is too difficult to read or your site is too tricky to navigate, you may risk losing a customer’s interest.
2. Keep the reader on the site
In many cases, when it comes to eCommerce lead generation, you only have one visit to snag the sale. Obviously, you want to keep your visitor on the site as long as possible.
Testing different opt-in forms can help. If you capture your lead’s contact information, you can follow up and send gentle reminders to come back to your website.
Additionally, sprinkle internal links throughout your site, especially at the bottoms of pages or where people tend to stop scrolling. Use inticing anchor texts to inspire excitement and curiosity.
You can also offer value through great content.
Yes, eCommerce store owners need to create content. It’s not just about those flashy sales pages. You want to provide people with information, inspiration, and news. Here’s something you can try out if you have a blog related to your product.
Let’s say you run an online retail store, you could create a blog that provides fashion advice. A lead that lands on your blog might be looking for the hottest summer trends of 2021. You can easily shorten the sales funnel by directly uploading recommendations on what to buy in the article itself. As your lead continues reading, they’ll inevitably stumble across your recommendations with a link to complete the purchase.
The whole process might have taken just a few minutes, but this is why you need content. Attract people, educate them, and point them where you want them to go.
3. Personalize, personalize, personalize
Your customers don’t all want the same things, which means that you can’t reach them all with the same marketing messages. With personalized marketing, you can tailor your ads and offers to be as relevant as possible to different customers.
If a visitor has previously visited a specific product page, for example, you can display offers related to that product as soon as they land on your site. The easier you make it for visitors to find what they want, the more likely they’ll be to make a purchase.
4. Offer discounts to new visitors
Encourage both first-time visitors and existing customers to sign up for your newsletter. The key is to give them something instantly in return, like a 10% discount voucher. This strategy is a popular incentive for email collection, which should be a top priority in your lead generation efforts.
This strategy operates on the same principle as referrals but can be more personalized in the long run. Now that you have their email addresses, you can send them free shipping deals straight to their inbox if and when they abandon their shopping cart. You can also send them an exclusive discount code that they can use for a limited time.
5. Use urgency in your copy
Things happen quite quickly online. If you use time-sensitive language in your promotional material, you can encourage visitors to act on your site. Creating a sense of urgency forms a strong catalyst that encourages buyers to make the purchase decision right then and there.
For instance, you could offer a unique 5% voucher before your prospective buyer exits your page and say that it’s only valid until the end of the day. All they’d have to do to redeem the code is enter their email address — and that’s an instant lead right there.
6. Conversion rate optimization (CRO)
When a visitor arrives on your site, you want them to convert in some way. That may mean making a purchase, signing up for an email newsletter, or another action that moves them through your sales funnel.
Conversion rate optimization, or CRO, is the process of testing elements on your site to see which are the most effective in getting your visitors to convert. You can test everything from the layout of your product pages to the calls to action you use and use that information to improve your site for the most possible conversions.
7. Increase social media presence
Ecommerce is living in a world of social media and the internet. Most people spend an accumulated two hours or more on their social media accounts. Take advantage of this by investing in Facebook, Twitter, LinkedIn, and Instagram ads. Most platforms allow you to include a link to your website and showcase your products in a carousel format.
Additionally, offer a sneak peek of your collection on social media. Features such as the Shop on Facebook Pages and Instagram Shoppable make things convenient for your audience.
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This article about “7 ways to generate leads for your eCommerce business” was originally published in Engati blogs.