3 Sure-Fire Ways to Drive More Online Demand for Your Products

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It’s no secret that more consumers are now shopping online than ever before, with global e-commerce sales projected to exceed $ 5 trillion by 2022. However, this increase in spending has simultaneously led to increased competition.

In this new reality for brands, the average conversion rate of e-commerce sites is less than 3%, and designing content that converts while generating more relevant traffic to product listings is more important than ever.

Yes, you need a good web design with fast upload speed, mobile optimization and a strong call to action. However, whether you are trying to attract your first customer or the millet, solving these problems will not generate revenue if you do not use three critical and often overlooked levers that drive quality traffic to your product detail pages.

Related: What is a money page and how do you optimize one?

1. An intrinsically fantastic product

All brands must start with a quality product. Because? Because low quality products (no matter how much they are packaged) will not be converted in the long run.

Consumers are smart and demanding with their hard-earned money. You need a high quality product that resonates with them to get them to open their wallet and reward your great design with their cash. While this may seem obvious, brands often focus so much on e-commerce strategies that they forget to consider whether they even have a product that meets or exceeds customer quality expectations.

Brand resonance is the relationship that customers develop with a brand and its product and the intensity of their emotional connection with them. The more resonant a product is, the stronger the customer’s commitment and loyalty.

Here are some factors that help a product resonate:

  • Your product should solve a problem or improve the state of your target market. It can’t be a solution to a problem. Find out what your ideal customer wants or needs and give it to them.

  • Communicate the purpose and mission of your brand. In one study, 82% of consumers reported making purchasing decisions based on the purpose and mission of a brand. As a result, consumers are deepening their brand: they know what makes you support them, who your founders are, and the level of diversity of your brand.

  • The look and feel of a product should appeal to customers. I have a Tesla in the garage and my kids often come in to touch the car and its charger because they think it looks great. Frankly, I like to go with them because the product is very compelling. Your product should take advantage of this same excitement and attract consumers in the same way.

  • Consumers rely more on recommendations and product reviews from friends and family than on advertising and marketing. The more customers recommend your product to others because they think it’s high quality, the more your brand will resonate with more consumers.

Conclusion: Having a quality product wins the day. If you have a mediocre product, nothing else you do will matter.

Related: How to Create a User Intent SEO Strategy

2. High destination of the product

You may have a good product at a reasonable price, but so can your competition. The way your brand stands out and works is mathematical, determined by what I call the “calculation of fate.”

The destination of your product is how it is most likely to work based on how it compares to your competition on the digital bookshelf, which is very similar to the shelves of a physical store. The digital shelf helps brands understand their real competition by looking at which products appear alongside theirs in market searches and other digital channels.

Search Engine Optimization (SEO) improves the targeting of your brand by increasing organic traffic to your detail pages with relevant, unpaid search results. The higher your product appears in search results, the more likely a buyer is to visit your pages. Consumers typically only interact with the top 10 Google results and rarely outperform the first page.

Destination calculation starts with the selection of keywords and phrases that you can realistically earn through organic and paid means. If you have two different keywords, earning one can generate two million visitors a month, and another can generate 400,000, but if the lowest volume keyword has a higher target score or ability to earn, this is the one you should look for first. It is often a more efficient use of resources and will eventually bring you more visitors. Once you’ve captured the top position in this lower-volume keyword, you may find that the keywords in front of you have become easier to win, and you can repeat the process again with the next keyword in the line.

Related: 6 Easy Ways to Get More Traffic to Your Website

3. Conversion

Once you’ve done all the work to drive quality traffic to your brand site, you need to turn those visitors into customers. It’s free money. However, I have found that conversion is the hardest part of the sales process. While some people have a gift for it, conversion is a science.

In my experience, A / B testing, or split testing, is the most effective way to determine content with the highest conversion rate. I’ve seen several studies that try to determine what will draw consumers’ attention to a product by looking at its eye patterns. They present two images and see how the target audience responds to each. For example, one study used a baby to show what people looked at most in different ads (the product or the baby) and why. The changes may be subtle, but there’s a science behind why specific content rates are higher than others.

Start by creating two versions of content, changing only one variable such as a title, image, or call to action. Then show each version to a similarly sized audience and see which one performs best. Once you find the version with one variable that works best, make your new base list and start experimenting with another variable. Over time, this process will help you figure out how to design content on your detail pages that best converts.

Pulling the three levers together

Think for a moment about your product portfolio. Is there anything that needs to be changed in favor of a higher quality product? Have you thought about where your products are on the digital shelf and how you can use keywords to get your product to the right place? Are you implementing scale A / B testing to optimize your product pages for conversion?

If not here’s a new product just for you! Each of these three levers is a powerful way to earn more money. And while you can get one at a time, the most successful brands will do it in concert. If your quality product is well positioned on the digital shelf and your product page is optimized for conversion, you are likely to find the best performing product in your portfolio.

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