2021 and the year before have definitely not been easy ones in many ways. This is true when it comes to lead generation. Customer behaviors changed, retail gave way to eCommerce and politics really shifted directions. Many business owners found a sudden influx of new customers. They then had to act fast on building a successful marketing strategy for their online stores. However, as seen in the latest print on demand eCommerce stats, it has also increased the competition in the eCommerce market significantly.
WordPress is the reigning champ for web development. With its big selection of lead generation plugins, it is a perfect choice for an eCommerce business. Currently, about 40% of all websites are built on WordPress. And so having a well-developed and maintained WordPress website has never been so important for business owners.
Creating a smart marketing strategy is essential to stay one step ahead in the competitive eCommerce lead generation field. In order to keep raking in new customers, companies have to implement a customer-driven strategy and listen to what customers need.
So you want to skyrocket online sales in 2021 and make sure the curve will steadily keep going up? Read on to find out the best lead generation strategies that make for satisfied customers and a successful business.
Unique, High Quality Content
Content marketing has been amongst the lead generation must-haves for the past few years and especially so in 2021. The Covid-19 pandemic has cast a brand new reality upon humanity. Customers often seek out advice on how to navigate the new ways of life.
The main goal of content on your eCommerce website is to educate potential leads about your products i.e. brand awareness at its softest. The more people know about what you have to offer and how it can solve their problem, the more likely they are to convert.
“Another great option is to create a specific landing page for those who visit you via social media. This is an opportunity to give an overview of who you are, what you do, and who you serve. Plus, you can include links to your email opt-in, products or services, or anything else that you think people might be interested in.”
Madalyn Sklar, Social Media Marketing Expert.
Not before long, a 500-word piece was good enough to rank well on Google. However, everything digital is constantly evolving and customers’ demands become more and more tailored and sophisticated.
In 2021, the average length of an article that lands a top position on SERP and generates leads is 2,500 words. Since 2014, the tendency is a 100-150 words increase each year. While lead generation is the ultimate goal, value comes first when it comes to the visitor attraction.
So, if you want to get concurrent visitors to your blog that convert, make sure you produce informative, detailed, and valuable content.
SEO: Optimize for eCommerce
Speaking of ranking well on Google, we can’t go past optimizing your eCommerce with good SEO practices. Unless, in a highly unlikely case, every visitor who comes to a company’s website makes a purchase, there’s always room for improvement.
With eCommerce SEO done right, your website can get steady high-converting organic traffic for free. You just need to make sure you are more popular than your competitors ranking for the same keywords.
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List all your product pages and identify target keywords for each, you can use a Google Ads API for deeper keyword research. Also, try to get to know your ideal customer’s buyer intent. Learn where they are within the sales funnel between ‘I need more information’ to ‘I am ready to buy’. Knowing everything you can about the customer journey can help you navigate this process.
While lead generation of ready-to-buy customers is the main goal, eCommerce companies shouldn’t overlook leads that are still in the research stage. Of course, make sure you rank for transactional keywords, but also for long-tail keywords. This is where a well-optimized eCommerce blog can really make a difference.
Use Cookie Data
Cookies are text files that store credentials and history of preferences of your site visitors. Due to the fast-paced nature of online purchases, cookies should be as unobtrusive as possible. You don’t want your eCommerce website to be the reason someone installs a cookie blocker, right?
Thus, determine what cookies you need. Figure out what information about your users and customers will help you increase impressions and, ultimately, get more conversions. For online stores, there are several options that are bound to get you some benefits. These include shopping carts, retargeting, and cookies that store login details so the user doesn’t have to enter them every time. Authentication and authorization methods such as SAML and OAuth come in handy in this case to assure the security of the login details.
Optimize shopping cart functionality
So, you brought a lead to the checkout page – congrats! However, it is still early to celebrate as cart abandonment is one of the major setbacks of online stores. People often bounce at the last stage of the sales funnel without making a purchase.
To increase ecommerce shopping cart functionality, make your checkout page as clear and easy to navigate as possible. Think about how many clicks away it is from the Home page. Here, less is more. The fewer clicks users need to make to “cut to the chase”, the bigger the increase in conversion rates and revenue.
In addition, make the checkout process visual. Show your visitors where they are at each step of their journey and make navigation to the checkout easy. Also, make the checkout buttons easy to see – put them at the top and the bottom of the page to avoid users getting lost.
“You can increase conversion rates on your checkout page by helping to give your shopper everything they need to make an informed, confident decision.”
Neil Patel, Marketing Expert.
Finally, do your research on the various shopping cart software tools available. Test out different options and find what best works for your product niche and industry. Online customers are not the same so you need to know your market well to communicate your message right. Experiment with design and reduce distractions that may drive potential customers away.
Build Email Lists
Email marketing is yet another great way to generate more leads. Make sign-up forms visible across your eCommerce website. Place it at the end of blog posts and at each step of the purchasing process. Entice visitors to share their emails with the promise of discounts and great tips.
Having a database of your online store visitors’ emails can nurture a loyal following of your brand. Build different email campaigns based on customer preferences, location, and time or season to make your content as up-to-date as possible.
8 Ecommerce Brands that are Killing it with Email Marketing https://t.co/uBIjFubY38
— Martin Hayman (@MartinHayman) June 24, 2021
Some good ideas for eCommerce email marketing include suggestions for new products, seeking feedback, sharing tips, and pushing your newsletter if you have one. Be as creative as with your website to grab their attention and bring them back for more.
Lead Generation Strategies for A Successful eCommerce WordPress Site in 2021
Lead generation is not an easy task. With ever-changing consumer habits, eCommerce companies face the challenge of having to adapt quickly. When it comes to a well-designed WordPress website the strategies we discussed above are not hard to implement. Yet, they can go a long way when it comes to lead generation. So make a few changes and get ready to watch your customer base grow.