via SEJ : Running an e-commerce business is not an easy task. Ensuring its success is even more difficult.
In the highly competitive world of digital marketing, companies have to solve multiple challenges and focus on the right strategies that will help their business thrive.
Online retailers are well aware of how hard it can be to drive traffic and grow sales of their stores in the crowded e-commerce space.
To help businesses figure out what marketing efforts deliver the best results, SEMrush (disclaimer: I work here) conducted an Annual E-commerce Study.
The team analyzed more than 8,000 of the most visited websites of online retailers that represent 13 major industries and operate in different countries, including the U.S., the U.K., Spain, Italy, Germany, and France.
Note: The research does not include data for countries where Google is a secondary search engine (China, Korea, etc.).
The study provides website owners with insights into the best practices of the most successful online retailers. This information can help you make more informed decisions and build a data-driven strategy.
Without further ado, here are eight marketing tips to boost your e-commerce business growth, with some key findings from the study.
1. Step Up Your SEO Game, Using a Tactical Approach
In 2018, search engine optimization should remain one of the key tools in your marketing mix.
According to the study, direct and search traffic accounts for 42.18 percent and 40.1 percent of all e-commerce website traffic, which makes search the second most significant channel for driving traffic among the analyzed sites.
It means that if you don’t have a strong SEO strategy in place, you may fall behind the e-commerce competition and lose out on clicks and sales.
To get more targeted traffic from search, it’s important to use tactics that will help your audience find you.
A tactical approach and a smart keyword strategy will help you discover terms and phrases that are highly relevant to your brand and products.
Be sure to use analytics tools to see where most of your traffic and conversions come from.
Instead of catering to search engines, optimize your website with your users in mind and stand out with creative headlines and content.
2. Optimize for Mobile & Maintain a Strong Desktop Presence
According to the data provided by SEMrush, desktop leads mobile in organic search traffic by approximately 14 percent, accounting for 56.98 percent of total e-commerce traffic.
These numbers can be explained by the fact that shoppers still prefer to collect detailed information about products and services on their desktop computers.
Therefore, website owners need to maintain a solid presence in a desktop market. Be sure to build your e-commerce website as a knowledge base for your customers who are interested in learning more about your business and your niche.
However, in the times of global “mobilization,” it’s more important than ever to keep up with today’s realities and searchers’ requirements. Google aims at improving the user experience as much as possible, and thus continues the shift toward mobile-first indexing.
To take advantage of the changes that happen in the industry, website owners should pay attention to what Google encourages them to do and prepare for the mobile-first shift. This is particularly the case with electronics, where mobile organic search traffic is the strongest (44.78 percent of total organic traffic in the electronics industry), compared to other categories.
But don’t jump on the mobile bandwagon just for the sake of it. According to Google, if you only have a desktop site, the search engine will continue to index it as always.
A good desktop-oriented website is better than a poorly performing or broken mobile site. Be sure to build the mobile version of your site properly and roll it out when it’s ready.
3. Reconsider Your PPC Campaign
Even with unique products, to attract shoppers to your online store you need a solid advertising campaign.
To keep your company front and center as shoppers search for your product or service, be sure to amplify your digital marketing strategy with well-targeted paid ads. The data from the research will help you choose the right type of ads that will work for your e-commerce website.
The study shows that the e-commerce industry prefers mobile-friendly HTML display ads over standard media ads (69.68 percent vs. 30.32 percent).
HTML ads are a type of rich media ad that can help businesses effectively deliver their brand message to their audience. If you haven’t included this tool in your PPC arsenal yet, maybe it’s time to consider implementing it, as we see a significant adoption of HTML for online display advertising among the leading e-commerce businesses.
When it comes to the size of display ads, the e-commerce world favors the 728 x 90 ad size, known as a “leaderboard”, used by the majority of your competitors (44.84 percent) and followed by the 300 x 250 (20.95 percent) and 160 x 600 (15.12 percent) ad sizes.