At the risk of disappointing you, registering on an e-commerce platform is not enough to automate an online store … Especially without knowledge of digital marketing !
Because, who says going into online commerce means training in several web sub-businesses… In order to benefit from solid knowledge to develop your online business with a minimum of participants. This is why, in this article, we list the 5 vital skills to develop, in our opinion, in order to succeed in e-commerce . Which do you own?
Learn the basics of copywriting
What is copywriting?
Copywriting is the art of knowing how to sell with words. In other words, mastering this skill is the final key to turning your traffic into buyers . If this sales technique is widespread on landing pages, it applies perfectly to the writing of your product sheets, your e-mail campaigns and your blog articles.
How ? By a long work of analysis of your audience. To know his deep needs, in your theme. Put your finger on your prospect's pain or dream via the article you have to offer him.
The idea is to offer a solution to a problem and not to sell the product.
To do this, nothing is more effective than creating one or more Personas. Find out how in this article .
Persuasive writing techniques
Mastering several persuasion techniques helps to:
- Convince your reader to buy your product.
- Subscribe to a newsletter
- Become addicted to your blog.
The best known and used of them is called AIDA. An acronym to define the 4 structure stages of a page.
- Capture Attention with an engaging headline via a unique value proposition.
- Generate Interest by viewing your product in action.
- Insist on the Desire via benefits, features or testimonials.
- Call to Action: tell how to buy your product by recalling the guarantees and the FAQ.
By working on the reason, emotion and identity of your brand, give credibility to the benefits, functions and mechanization of your product.
Find all the psychological levers to build your product sheet.
Think about the user experience
From design to content, including navigation and post-order follow-up… The experience of each Internet user is anticipated, to be as simple and relevant as possible.
Earning a customer's trust, materialized by a sale, is a big win. But conversion is not the end. Only the loyalty and transformation of this customer into an ambassador is the ultimate goal. To convince him to talk about you to his entourage, pamper each step of his customer journey. From the first impression on the site to the receipt of the product, through e-mail notifications, order tracking, delivery notices and advertising retargeting… Working on all points of contact with your prospects promotes continuous monitoring and the good memory of your site in their memory.
Developing artistic talents
There is no secret. A site with a neglected design will always leave some doubt as to the seriousness of the product for sale and the image of the company.
That's why your visuals must all be perfect. On each page of your site, images of your products and advertisements.
Since these elements reflect your brand identity as much as your speech.
From videographer
Because creating videos to sell your products has become essential, know how to personalize yours to differentiate yourself from the competition. Video editing software like Imovie , Filmora , Video Clips or Quik at Gopro help to get a professional look for your creatives. these will illustrate your advertisements such as your home page banner or your product sheets.
Get inspired by our long list of free video banks.
From web designer
In design, some concepts are easy to understand and implement. Necessary to give style to your web pages , the graphic charters, typologies, ventilation and uniqueness of the elements between them promote a good browsing experience for the Internet user .
Go deeper into the subject by drawing inspiration from the most beautiful Shopify sites
Become a sharp data analyst
Analyzing your website and the results of different marketing strategies is part of the e-merchant's job. This essential step allows you to draw the right conclusions to optimize your acquisition channels over the long term.
Indeed, after having programmed your Facebook Ads ads, automated your email campaigns and worked on the SEO on your blog... Understand where your traffic comes from, what expenses have generated your CPCs, know your bounce and opening rates. e-mail… Are all areas for improvement to optimize your costs.
To do this, be sure to install Google Ads, the Search Consol and consult your analysis tables on your messaging software and other Business Managers… Much more powerful and precise than Shopify data.
Understanding the Secrets of Marketing Campaigns
Among the most requested traffic vectors in e-commerce, Google and Facebook ads come first. However, poorly controlled, these quickly become a money pit in terms of cost per click. If these platforms are accessible to everyone, and have getting started guides. Only the most technical advertisers manage to perform in SEA.
Through in-depth testing and analysis, unravel the mysteries of these tools, which at first glance are magical for getting traffic, but yet capricious in practice.
Learn how to create Facebook Ads and Google Ads ads .
Or train with a Google expert.
Tame SEO criteria like no one else
However time-consuming it may be, the natural referencing of your site must also be part of your e-commerce know-how . And this, from the construction of your pages. Supported by keywords specific to your audience, develop a whole optimized content strategy right down to the integration of your pages.
Thereby :
- Write a minimum of text for each web page to be indexed (300 for product sheets, 500 for collections, about and home pages and more than 1000 for blog articles).
- Position yourself on one main long tail keyword per page. And scatter them over titles, subtitles, image alt tags, URL, etc.
- Write relevant and unique content then structure it in an airy way for easy reading.
- Check that these 10 SEO points are validated before publishing your text.
Because SEO web writing is a profession, train yourself with Dgeo modules or delegate your communication to a professional .
So, which of his skills do you think you've mastered? Between marketing strategies and store audits , our experts and partners are at your disposal to help you refine your e-commerce weaknesses.
Do you want to go deeper into one of these points via a future article? Tell us in the comments!
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