E-commerce business is a sector that can experience different highs and lows depending on the ever-changing circumstances of global affairs. Currently, the global economy has paused and it is expected that any business growth will slow down or stop this year.
While the immediate future is still uncertain and no one knows how quickly everything can and will return to normal, those are factors beyond your control. What is in your control is making good use of this time to plan for your e-commerce website and other brand related business strategies. This way, you may be able to secure a better position for yourself once the pandemic situation has improved.
Brand Relaunch - 3 Key Business Aspects
A brand image and spirit goes beyond simply uploading a designed logo and putting a few illustrations on your website. The operation of a successful e-commerce business often requires an in-depth know-how on the market and targeted customer demographics. It's easy to overlook many important details. Why not use this down time to define what type of brand you would like to convey and conduct a comprehensive review of your online shop to identify any changes necessary to improve the shopping experience.
You can approach the review from a few different angles. First is the visual aesthetics. For example, you may look at whether the style of your online shop is visually consistent in every page. Are the use of colors consist with your brand? For instance, check whether your brand logo's colors is consistent with the colors used around your merchandise images or size charts. Inconsistent styles and colors would be hard to convey your brand image.
Beyond the obvious styles and colors, it is also important to check the overall vibe of the shop pages. It has been very common these days to load various plugins to "optimize for conversions", things like spin-a-wheel prizes, count down timers, view counts, pop-ups, browser notifications, etc. We generally believe that while they may have the short term effect of boosting conversion, they are detrimental to the brand long term. Not only do they make the page slower to load and look too cluttered, they often present a "cheap" value often seen on deals websites. Unless that is the brand image you are going for, it's not a smart long term strategy.
So it's a good time to sit down and take a closer look at your shop and look for places that can be improved. If you are apparel businesses, your top choice for designing a dedicated size chart quickly based on your brand style can be found at Kiwi Sizing.
There are 2 areas of content managements you can invest in that are free to do.
The first is managing your social media channels, whether it's Facebook, Instagram, Twitter, Groups, or even Tiktok. There has been no better time than now to invest on social media given how many more hours are spend online these days. Continue to post regularly on those channels to maintain your customer engagement. Depending on the nature of your product, you can even think of something creative to do like live video selling or pop-up prizes. Those engagements can be turned into subscribers and then shoppers. And later on you can even create ads targeting people who have engaged with you on social media, which often provides better conversion and ROI.
The second content management is SEO (Search Engine Optimization). While a lot of attention these days has been looking at the rise of social commerce (i.e. FB Marketplace, Pinterest), it's important to not forget a lot of shopping intent starts with a Google search. Being able to rank high on Google searches related to your product can provide free traffic to your store. Some common SEO optimization you can do is adding different but related pages in your online shop, such as team introduction, brand introduction, addition product info, which help improve Google's connection with long-tail search keywords.
If you can put more effort, it's also a good idea to start maintaining a blog that is related to your brand and products. This way you can publish articles that are relevant to your target customers and not only provide real values in those articles, but also grow relevant search keywords and improve your brand exposure. This approach can be coupled with the social media efforts.
You existing customers are your most valuable assets - they have purchased from your store in the past and are familiar with your brands. Therefore it is critical to have a strategy to maintain this relationship.
One good idea is to do a monthly newsletter to update on your current business operation or introducing relevant products they may be interested in purchasing. A good area to look into is personalized promotions, so you can recommend and promote different products based on their past purchase history.
Another important brand strategy is setting up a reward program not only for new buyers but for existing customers in order to encourage repeated purchases and increase the LTV (life time value) of your customer base. This will be beneficial later on when you invest in paid advertisement and calculating your breakeven threshold. For example, you may offer exclusive packages only to certain customer segments, provide pre-order opportunities, offer sales on special days, etc.
There are a lot of promotional or marketing tactics you can employ to continue to maintain a good relationship with your existing customers who already recognize your brand and will love it more even under the impact of this pandemic. One thing to keep in mind is to avoid spamming your customers with too many emails or notifications.
Kiwi Sizing is an e-commerce plugin to help solve the sizing problems for online shopping. Over 40% of online clothing returns are due to sizes. Kiwi Sizing is designed to make sizing easy by offering stylish size charts and easy-to-use fit recommenders that let shoppers know what is the best size to purchase. We help improve conversions, cut down on returns, and lower the needs for customer support.
We are trusted by thousands of Shopify stores with over 400 5-star reviews. Try it now for free and start reducing unnecessary returns.
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