Tempe Chamber Of Commerce: 8 E-Commerce Marketing Best Practices To Follow

Press release from Tempe Chamber of Commerce:

Brett Farmiloe

April 26, 2021

What is one best practice when it comes to e-commerce marketing?  To help your company in its marketing and e-commerce endeavors, we asked marketing experts and business leaders this question for their best practices. From targeted outreach to optimizing your product pages, there are several practices that may help you with your e-commerce marketing!  Here are eight great practices for e-commerce marketing:  In addition to detailed product reviews by confirmed buyers, be descriptive. Shopping online means the customer cannot hold the product in their hands to examine the packaging, so you have to provide all the "extra" information the packaging usually provides. What's inside the box? How big is the product — not the dimensions of the package, but how much space does the product itself take up (this is especially important with things like furniture)? How long will it take to arrive? Am I buying something in-stock, back ordering a purchase, or pre-ordering something not released? Create product listings like you're completely unfamiliar with the product. Peter Adams, Sol Minion Development One best practice for e-commerce marketing is shifting to very targeted outreach via chat and text instead of email marketing. Consumers are wary of the daily emails from brands and retailers. Michelle Tinsley, YellowBird Holdings Inc Avoid One-Size Fits All Methods Make it fit who your company is and who your customers are. There is no one-size-fits-all method to e-commerce.  There are tools that may help, but if you follow someone else's plan, it may or may not work for your industry and your customers. Seek advice and then tap your own knowledge and ingenuity to move forward. Susan Walker, Walker Bookstore Know Your Audience A best practice for e-commerce marketing is to know your audience. Review what your consumers and/or customers are interested in, and find creative ways to market your business to them. Always be thinking of ways to tap into new potential markets. Shelbey Grimes, Trinity Air Medical Include Reviews And Testimonials Share your reviews and testimonials on your website! You can do so by incorporating these reviews on your product pages or having a dedicated page for them on your website. Regardless of where you put them, it is important to have them so customers can feel confident about purchasing from you online without having seen your product yet. Our company does so by actually sharing mini blog posts written by travelers who have rented one of our RVs. We find that this is a great way to increase conversion rates on our site and encourage more first-time RV renters to go with us! Randall Smalley, Cruise America Creating An Inclusive Digital Experience Create an inclusive digital experience by including ALT text and descriptive captions on images. Some vulnerable customers online may not be able to view an image when visiting an e-commerce store. It’s important for these customers to visualize an image with descriptive captions and ALT text to communicate this information. All e-commerce stores should take the step of adding ALT text to images to ensure a positive experience for all customers.  Daniel Richmond, Tic Watches Before you go about naming your products and adding them to your site, it is important to ensure you are optimizing each for a good target keyword. By incorporating that keyword into the product name, URL, headings, and product descriptions, you are setting every page on your site up for success! Vanessa Molica, The Lash Professional Use HTTPS Sitewide   If you run an e-commerce site, you should be using HTTPS sitewide. Most e-commerce stores feature forms that collect personal info from users on almost every page, even if it's just an email for a newsletter. It’s good practice to make sure ALL information is encrypted (not just credit card details). Google has also confirmed that there is a SLIGHT ranking boost for sites serving content over HTTPS. Get with your web developer to make sure you utilize this change on your site if you haven't already done so. Having a site that is secure and allows people to buy your products is the best marketing strategy you can have!  Kayla Centeno, Markitors Terkel creates community-driven content featuring expert insights. Sign up at terkel.io to answer questions and get published. 

This press release was produced by Tempe Chamber of Commerce. The views expressed here are the author’s own.