Nothing is more competitive than the e-commerce business. New companies are entering the fray every other day and to sustain a profitable e-commerce business has become a challenge even for experienced marketers. Not only does it require significant resources but also a great amount of experience and marketing acumen.
E-commerce development: Not just a website
Often, people make the mistake of believing that an e-commerce business will run well if you develop a website, put up an online store and advertise on social media channels. But if it were only so easy! This model can only attract initial visitors and perhaps a few customers.
Evidently, this is not what successful e-commerce companies follow. Leading e-commerce companies follow a definite information architecture, a solid SEO strategy and effective content marketing techniques, among others.
Let us look at some of the winning strategies of successful e-commerce websites.
A strong content strategy
Content was always king but now even more so. Companies are buying more content and agencies are selling more of it. Successful e-commerce companies create content that is based on consumer analysis and research. Their content ends up having a positive effect on conversions and eventually helps them build trust and credibility. Leading e-commerce companies ensure that all key players are informed about the content strategy, especially SEO consultants and content producers.
Good use of search and analytics data
Many e-commerce websites make the mistake of not keeping track of their search data. Just by looking at basic search data such as search terms, keywords, volumes and phrases, companies can get a fair idea of which products have the most demand and what customers are looking for. A further advantage can be gained by combining this search data with a customer-centric SEO and content strategy. By analysing these along with sales figures and conversion rates, it becomes easier for companies to predict their success rate and determine their market share -- and thus figure out how to increase their demand and value.
Every company worth its salt knows that a solid SEO strategy is vital. But when it comes to successful e-commerce companies, it is often important to draw up a plan even before coding begins. This is when it is possible to tailor an SEO strategy which takes into consideration the unique challenges of e-commerce websites.
Customer is the king
For an e-commerce company, the highest focus is on what the customer wants. Smart companies know this well. For them, an information architecture based on customer needs is of utmost importance. Which is why they first identify the questions and the answers customers are seeking and aim to provide them these solutions so that they have a great experience when they eventually visit the website. When an e-commerce company takes care of a customer’s needs in this manner, it builds trust and the customer also feels cared for.
Solving problems when they arise
Top e-commerce companies are always in firefighting mode. Without solving all the problems that arise initially, they do not rush into website production. This analysis of problems before production and solving of them is what differentiates a good company from a great one.