You want to build a loyal audience for e-commerce lead generation. It’s not easy, but by creating quality products and investing in your customer’s experience, you have people who flock to your e-commerce store time and time.
But if you will continue to grow as a business, you cannot put all your eggs in one basket. You must continue to acquire new customers too. This is where everything can be a little complicated.
Why? Well, the majority of e-commerce brands expect buyers first from more than a quarter of all visitors in 2021. However 97% amazing believe this beginner will present significant challenges, with 51% describing them as “easily disturbed”. And 45% look at him as less loyal.
Obviously, you can’t get rid of a wand and guarantee that every time the first visitor to your site will continue to be converted, then return when they are ready to buy again.
However, you can really improve your e-commerce lead generation game to ensure that the first-timer is the right person and that you effectively involve them when they interact with your brand.
With that thought, here is the best practice of e-commerce lead generation that you can start using now.
1. Find out what a lead looks like
What do you think when you hear the “lead generation” phrase? Most likely, you imagine a B2B company that sells solutions. In that context, “Lead” is someone whose name is, position, and contact information that you submit to your sales team.
You might have captured the information after they downloaded gated content, or registered for a webinar. Over time, your sales representatives will maintain the lead, sending case studies and other relevant content, with the ultimate goal of ordering product demonstrations and close the agreement.
The whole process can take weeks or months. And, especially for the sale of the company level, it is likely to involve several decision-makers on the side of the buyer. The generation that leads e-commerce is completely different.
That’s because the path to buy is much shorter. I am not the most compulsive buyer in the world, but if I want new clothes, I will not hurt it for several weeks and ask for my accountant to sign – I will find what I like, then I will buy them.
As a result, the word “lead” has a different meaning in the context of e-commerce. In fact, there are two different types of e-commerce prospects:
- Target lead: Simply put, this is anyone who tends to buy something from you.
- Lead Marketing: This is someone who is the contact information you get. That means you can communicate with them and encourage them to buy from you in the future.
So what kind of leads is different in practice? Let’s say you are a sports brand. Your target lead can include gymnasium sports, amateur sportsmen (and even professional), runners, climbers, pedestrians. The list continues. Leads marketing will be one of those who have given you their contact details, such as registering for your bulletin.
In need, the e-commerce lead target will always be more upper than for “traditional” business (i.e. b2b) that focuses on leads. If you sell SaaS products for hundreds or thousands of euros a month, you might just deal with a small number of leads, and you will want to know as much as possible about those people so you can build it high. Personalized campaign.
It does not apply to most e-commerce businesses. You may not produce enough money from every transaction to justify the inner personalization, so you will paint with a wider brush stroke.
Your job at this stage is to find out what your target lead is. Maybe you only have two or three; Maybe you have a dozen or more. Determine the personas, then document everything you know – minimal, this must include:
- Age range.
- Purchasing power
2. Optimize your landing page
The felt wisdom holds that B2B marketers left behind their B2C colleagues. B2C marketers always push the boundary, while B2BS is satisfied to rely on the same old tactics. But it doesn’t always happen. One area where B2B often leads the way is a landing page.
In Nature B2B, every visitor has the potential to be worth tens of thousands of euros. When the stakes are very high, each landing page must be optimized to produce direction.
The same pressure is not in B2C. Unfortunately, this is reflected in the quality of many e-commerce landing pages, which are often no more than a list of products that are rolling to infinity.
Often, but not always. There are several extraordinary examples of e-commerce landing pages that draw users and force them to take action.
Wincer Online Wine Retailers, which describe themselves as the fastest growing wine in the world, is the right brand.
The homepage is arranged like a form of attractive tin arrest. Click the interesting red button and you will be asked many questions about your taste preferences. Complete Quiz and Winc offers to send you a list of personalized wine recommendations. Hey Presto, they have captured other marketing tin.
3. Offering direct chat function
It feels like a direct chat has changed from “good to own” for the absolutely important thing overnight. That’s because it’s not like some customer experience “innovation” that I can name, people really like chatbots. Just consider these two statistics:
- Three-quarters of consumers said they found direct chat to be the most satisfying way to communicate with business
- Three Perfil Consumers are more likely to return to websites that offer direct chat
Why is it so popular? Because this is a fast and convenient way to get answers to questions related to your shopping. We all know how frustrated it seems to find the product we want to buy now, only to learn we cannot track important information about how it fits, or where it can be sent to, or whether it is compatible with the different products you have.
For some brands, direct chat can be an effective way to support and involve visitors from the moment they hit your website. This allows you to do a conversation, answer questions, distinguish the specific needs of consumers, and guide them in the right direction.
Fireclay tiles do this well. Unless you are a builder, tiles are probably not something you buy every day (or even every decade). So when you land on the site, that convincing direct chat box appears, holding your hand through the path to buy.
But for other brands, this kind of closeness feels excessive. If I buy a pair of socks, I don’t need a chatbot to help me do it.
Mobile retailer Carphone Warehouse gets the balance. When you arrive on the veranda, no chatbot is visible. But click on the monthly pay bidding page – where the purchase is much more complex than just choosing a device and adding a bag – and you immediately offer the opportunity to chat with an expert.
4. Generate more reviews
Important customer reviews. How many?
Well, only 48 percent of consumers say they will buy from a business with a review score lower than four stars.
Maybe you’ve got a lot of great reviews, so it’s no longer focused on your business. But you are unable to rest on your victory because 73 percent of consumers only pay attention to the reviews written last month. In other words, if your review is outdated, they are not too good.
So, you need a review, and you need to make it regularly. But you don’t want to spend all your time – you have many other priorities. All you need is a passive way and can be measured to bring a consistent review stream. In short, you need automation.
Automating the process of reviewing generation
means that every time someone buys from you, they will be asked to review your product. Review the platform like FEEFO can do this for you, automatically sending an e-mail to customers in a few days from their purchase.
If you are going to do it yourself then through feefo (or alternative), make sure you make it as simple as possible for customers to leave you a shining review. Remind them what they buy, and directly to the review page.
5. Create content at all stages of the sales funnel
When we talk about making content for the top, middle, and bottom of the sales funnel, we often imagine B2B marketing, because the sales cycle is longer.
But this strategy is still very relevant to the e-commerce space. Consumers still want very different things at every stage of the funnel – it’s just that these stages are far more condensed:
- Top of the funnel: A shopper first realized their needs. Maybe they have just been invited to the party. They need new clothes, so they are looking for inspiration for the fashion trend.
- Middle of the funnel: They have found something they like. Maybe it’s a dres’ style, or a jacket, or a pair of shoes. Now, they want to shop for options.
- Bottom of the funnel: They are ready to buy. Now, you need to convince them that you are the right brand to buy. Maybe they will search for return information, read your review, or look for discount codes.
It was a final view to the end which was quite simple from the travel buyer e-commerce B2C. Each step can take no more than a few minutes. In fact, not every shopper will pass through the three stages. Some might jump directly to stage three. Others may start from one, up to two, then rise back to one more.
You don’t need to predict any possible paths for conversion. Instead, focus on getting all the right content in place so you are ready for all types of travel users.
6. Build urgency
NTWRK, a direct streaming shopping application, produces more than $ 100,000 in 24 hours by selling a limited edition platinum money counter made by Ben Baller celebrity jewelry. At $ 250 each, which is equal to more than 400 units sold.
Why is this successful? Because urgency is one of the strongest ways to produce direction and change it into sales. It’s true in all industries, not just e-commerce.
It is doubtful that 400+ people all feel the urgent need to buy a platinum money counter at the same time. But because this is a limited-time offer, never over and over, this event produces a lot of hype – and that the hype causes sales.
Now, I’m not saying you have to start selling Platinum $ 250 against yourself. Whatever your product, you can really create a sense of urgency around it.
Giant ASOS e-commerce mode does this well. The newsletters are packaged full of limited offers of time that encourage consumers to browse and buy now, not in a week.
7. Make your site easy to buy
This point must be clearly heard, but constantly surprises me how many e-commerce stores are hard to buy. The call to action is not clear. Main information is hidden or lost. The currency is not automatically converted based on the location of the shopper. Very frustrating.
Even worse, consumers have high expectations. In fact, 80% will leave an online store that does not offer convenient navigation, relevant search, or clear product information.
Just like that, all of your main efforts are wasted in vain, just because it’s too difficult for people to find what they are looking for on your website.
So, worried that only 9% of e-commerce leaders said they were “very satisfied” with their site search function. And it is not surprising that 68% plan to increase their site search in 2021.
Applying smart site search is one of the best things you can do to make your customers’ life easier. Again, ASOS does this well – you only need to type some characters in the search box to offer all the most relevant options, plus information about how many products are available in that category.
None of these are rocket sciences. Every e-commerce brand worth salt should have done this. The biggest learning is to understand how all these best practices have helped you generate instructions and encourage sales.
For example, direct chat itself can be effective. But combined with more optimal landing pages, efficient site search, and interesting content, help, it will provide much stronger results.
How do you generate leads for your e-commerce store? Tell in the comments below.
Read Also: Satisfaction Guarantees: 9 Best Examples That Builds Trust And Boost Your Sales