The pandemic has increased online business opportunities and small businesses have to shift to the online portals to survive. However, simply shifting to online portals does not ensure survival and growth. Due to the increasing competition in the space, it is necessary for businesses to understand the significance and importance of understanding the pillars of e-commerce. So, our experts have compiled a list of the most essential fundamental pillars that businesses should understand to succeed in the e-commerce landscape.
- Branding for Uniqueness
Your visual design, tone of voice, and messaging must be consistent across all digital touchpoints, such as your website, social platforms, emails, and other digital applications, to be considered branding for growth. People establish an opinion about your website or social media presence in roughly 50 milliseconds. You don’t get a second chance to make a first impression in the digital age, especially when shoppers can find competing companies with only a few clicks.
- Insights and Data Analytics
“You can’t manage what you can’t measure,” as the cliché goes, and this is especially true in e-commerce. Many business owners are intimidated by data; nonetheless, data analysis is required if you want to build your company. You may already have Google Analytics set up for your store, but is it configured for sophisticated e-commerce and tracking?
- Conversion Rate Recognition and Optimisation
CRO is the process of making modifications to your website that improve the customer’s journey or experience, resulting in a higher conversion rate. To figure out your conversion rate, divide the total number of sales by the total number of visitors during a certain period of time. Then multiply by 100, which is how it’s normally expressed in percentages. The global conversion rate is 1.82 percent on average. Recognising the conversion rates will help you identify the efficacy of your implemented systems and reveal any changes that could be implemented.
- Search Engine Optimisation
Possibly one of the most discussed topic for any business that is hoping to be successful in the e-commerce landscape. Search engine optimisation has tremendous well proven benefits that are widely recognised and accepted. It concerns itself with the recognition of the algorithms that dictate the search engines. SEO is the process of optimising your website so that it ranks higher in search engines like Google, Bing, and Yahoo. The higher your pages rank in search results, the more likely search engines will suggest your material as the best answer to their users’ problems. With nearly 75% of people never going past the first page of Google search results, it’s easy to see why you’d want to strive for first-page rankings, even if it’s just for your top few products.
- Email Marketing and its Automation
Email marketing automation is the process of automatically sending emails to your customers and prospects depending on a schedule or trigger that you establish. Email marketing has produced the highest ROI of all digital marketing channels in the last ten years, with a reported ROI of 44:1. Setting up automations saves time while also increasing money.
- Make a Social Content Strategy
With only about 5% of your material being seen by your followers, organic content can be a substantial investment with little return. It is, unfortunately, an unavoidable evil for all online businesses. It’s vital to have structure around your content with content pillars and topic clusters to avoid getting caught into the social content maelstrom. It’s also beneficial to identify your personalities so you can speak directly to them through your social media material.
- Search Engine Marketing (SEM)
The technique of gaining website traffic by purchasing adverts on search engines is known as search engine marketing (SEM). SEM generates quick results by focusing on an audience that is already searching for what you have to offer. It is the most cost-effective digital advertising channel in terms of ROI, and it is ideal for testing products, messaging, and audiences.
- Paid Advertising Will Help You
Although social advertising has a low entrance barrier, the algorithms require a certain amount of data and time to optimise in order to provide you with the best results based on your campaign goals. So, if you don’t have the finances to invest in your advertising for at least two to three months and possibly longer, it’s better to wait.
It’s crucial to work through these pillars from top to bottom when using them to expand your business. For example, start by looking at your branding across your digital assets, then move on to setting up your Google Analytics for advanced e-commerce. However, to better utilise the power of each pillar you will need additional support tools. For instance, to track the conversion rates you will need Google Analytics set up and other tools to track the other metrics and so on.