Online store marketing – where to start, how to lead?

How to optimize a website?

We can distinguish several aspects to look at in the process of creating/optimizing a website:

1. Intuitive navigation: The accessible arrangement of elements and sections on the site makes navigating easier for users. Menus should be logical, and links or buttons leading to important sections should be easily accessible. We should also ensure that the purchasing process is as easy as possible and does not require the user to take additional steps. The purchase path should be as short as possible.

2. Responsive design—The website should be adapted to devices like smartphones, tablets, and computers. Responsiveness ensures that the site looks and works well on any device. It is especially important to adjust the site to the requirements of mobile devices, as more than 80% of Internet traffic is carried out through them.

SEO – page loading speed

3. Page Load Speed – Long page load times can discourage users from using your site the first time they interact with your store. Compress the size of images on the page and remove unnecessary code and resources. This will help you minimize the loading time. 

4. Home page (homepage) – the homepage should quickly convey key information about the company and its offerings. Typically, store platforms allow you to choose templates with clear and easy-to-navigate homepages.

The homepage should be easy to navigate.

5. Good quality photos and graphics – eye-friendly, high-quality images and graphics are key to attracting users’ attention. Product images should show the actual appearance of the products, be clear, and support the content in the product description. 

6. Product descriptions – product descriptions should be concise and contain all the necessary information for the buyer. Try to highlight the advantages of a product over competing products. Also, be honest with customers. Negative reviews will quickly appear on the site if the product descriptions are inconsistent with the actual features.

7. Reviews – positive feedback from buyers builds trust with potential customers. Reviewing the site allows them to research without leaving the site and can convince them to buy products.

6.

8. Privacy and security policy – provide users with clear information about your privacy and security policy. This will instil confidence in your store and make it easier for them to purchase.

There is no need to make a purchase decision.

If you have no experience optimizing an online store, read our article „Optimizing an online store – 13 most common mistakes„.

When choosing promotional methods, you should set the goals you want to achieve with them. KPIs (key performance indicators) will help you read the degree of their achievement. With them, you can measure the degree of achievement of the goals you set before starting your activities. KPIs allow you to measure your progress in achieving the goals you are aiming for. Thanks to KPIs, we can assess the campaign’s effectiveness and its individual elements.

We usually examine one or two strategic KPIs to get an idea of the campaign’s performance at any given time. These might include return on investment, revenue, or market share. In performance marketing, they would be, for example, leads acquired, ROI, or ROAS. Less key metrics that help optimize a campaign are, for example, CTR, CPC, or the number of ad impressions.

Online store marketing – SEO optimization – search engine marketing

Search engine optimization is the process of building organic visibility. It aims to improve search engine rankings. Your goal should be to place your store’s product pages as high as possible on the first page of a search engine. 

SEO is a painstaking process that produces results only after several months of action. It’s geared toward long-term return on investment. It is one of the most effective types of actions you can take. A high search engine ranking will enable you to attract organic users and generate unpaid traffic. With the prospect of running a store for many years, this is a mandatory action that every entrepreneur should take care of.

Use appropriate tags, titles and descriptions to make it easier for search engines to index your site and improve its position in search results. Positioning is needed by every business that wants to be visible online and cares about attracting customers through Google search. There are various techniques and strategies to achieve this goal, and their selection depends on the industry, content, and target audience you want to reach with your site. You can read more about SEO in our article titled. „Page positioning, SEO„.

Marketing an online store – PPC advertising

Pay-per-click (PPC) advertising allows you to reach customers faster than organic methods because the ads displayed with it reach users the moment the campaign is activated. There are many types of PPC ads, including Google Ads and social media ads. They also fulfil tasks from outreach campaigns to building image to sales and lead generation campaigns. You can read more about them in the article titled. „Google Ads – what type of campaign to choose?„.

Setting up and running a PPC campaign is quite a complicated process. If you want to run campaigns independently, use our guide on the most popular advertising system, „How to learn Google Ads?„

Using Google Ads and Facebook Ads is constantly learning, retraining, and adapting to constant news and changes. Advertising systems change from month to month, and advertising trends change weekly. Therefore, the fastest and most effective way to learn in this area is individual Google Ads and Facebook Ads training

If you don’t have the desire or time to learn and run a campaign on your own, a good way would be to outsource this to a digital agency. Experienced professionals know how to schedule activities to meet specific goals and quickly respond to changes and updates that affect your site’s position.

They will also be able to help you with your website.

Marketing of an online store – e-mail marketing

E-mail marketing is another effective method to reach customers. By collecting email addresses from people who have made a purchase and potential customers, you can reach people who are interested in your store’s offerings. 

E-mail marketing is effective for e-commerce businesses because email marketing software can be easily integrated into an online store using automation. Mailing allows you to send personalized messages depending on the customer’s stage of the purchase path. For example, you can send customers abandoned cart emails when they add a product to their cart but do not complete the transaction. Abandoned cart emails that encourage customers to complete the transaction with a small discount are extremely effective in attracting customers again.

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Contact us, and we will present the right advertising opportunities for your business. We will be happy to establish long-term cooperation!

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You can also send promotions based on actions taken by customers or potential customers on your site. For example, try sending them emails based on previous purchases, showing them products you think they might like. You can also reach out to users who have not yet made their first purchase by offering them a discount on their first purchase.

Marketing an online store – partnerships

Partnering with other companies allows you to reach new audiences and promote each other’s products. You should find a brand with a similar target audience but different, complementary products. For example, if you sell dog products, you can partner with a company that sells cat products to promote your products and reach more pet owners. You can also partner with companies other than your own. For example, partnering with bloggers can increase brand awareness and reach new audiences.

Internet marketing is the foundation of any e-commerce business. In an increasingly competitive era, only comprehensive digital activities allow you to stand out from the competition and reach an interested audience. Therefore, do not limit yourself to one or two channels to reach users, but use several of them, preferably testing different solutions.