As 2020 approaches, the stakes have never been higher for online retailers trying to compete with sellers flooding marketplaces from retailers like Amazon and Walmart—and, in some cases, the direct-to-consumer retailers themselves.
But, thankfully, it is not a hopeless task: We compiled 5 of the best expert-approved eCommerce marketing strategies that you need to try in 2020. By implementing these strategies, eCommerce brands can find the holy grail, which remains the right consumer on the right device at the right moment.
Let’s get started.
eCommerce Marketing Strategies 2020
1. Implement Google Shopping ads
One popular strategy is using the ad platform Google Shopping, which shows users products related to their Google searches—and when that user clicks on an item, they are ushered directly to the seller’s site.
Per Gil Gildner, co-founder of search marketing company Discosloth, narrowly targeted Shopping ads, in particular, are “one of the easiest and most cost-effective [ways] of getting more product sales for an eCommerce company.”
That’s because they effectively pre-vet potential customers by showing the product image and the price, so advertisers only get highly targeted clicks.
“This is extremely easy to implement on platforms like Shopify or WooCommerce,” he added.
And they work. Nikki Bisel, a founder of digital marketing consultancy and agency Seafoam Media, said Google Shopping campaigns have resulted in as much as a 200% increase in conversion rate and click-through rate (CTR) by targeting consumers who have already interacted with a given brand by putting products in their carts or browsing product categories.
“In narrowing our audience, we see a drop in overall clicks, but a huge uptick in CTR and conversions—a win-win-win situation in terms of budget and ROI,” she said.
2. Add structured markup language
For his part, Kent Lewis, president and founder of digital marketing agency Anvil Media, said brands should add structured markup language, which is also known as schema, to the backend of their product pages to help search engines index them properly. And, because this makes it easier for the search engine to know the information on a given page, there’s potential for a rankings boost, too.
“By adding rich snippets, you help Google put your products in front of the right people for the right search terms,” said Beth Kearsley operations assistant at search marketing agency Tao Digital.
3. Optimize for voice search
Olga Mykhoparkina, CMO of team chat platform Chanty, predicts voice search will be the biggest trend for eCommerce marketing strategies in 2020.
“As more buyers are using voice to search for products, brands that optimize their content for these search terms will have the upper hand in grabbing organic traffic from search engines,” she said.
The biggest challenge is there still aren’t many tools to analyze popular voice search terms, but she nevertheless believes 2020 will be the year content and SEO begin to accommodate voice.
“For eCommerce and local-based companies, this will be the ideal opportunity to capitalize on long-tail keywords without unnaturally stuffing them into their content,” she added.
4. Focus on site speed
Ecommerce brands will also want to make sure their websites are “bang on,” Kearsley said—including site speed, header tags, and interactive media.
“Getting these right will greatly increase your site’s visibility and click-through rates,” she said.
Clark Covington, marketing manager at Jelly Bean Rubber Mulch, agreed good things happen when website load speed increases, including improvement in the performance of the brand’s online eCommerce page.
“Specifically, we found that when website load speed increases Google will rank pages higher in search results for relative keywords by increasing our page speed score in our paid Google Ads account,” he said. “Most striking of all, we found a Google study showing a 90% increase in bounce rate when load speed goes from 1 to 5 seconds.”
In addition, Lewis recommends optimizing images specifically for commerce, as Google Images is the second-largest search engine by volume.
“Optimizing your product images with alt text is essential to ensuring they rank in product-related images searches,” he said. “The images link to the product pages where interested parties can purchase easily.”
5. Make lots of (relevant) videos
According to Jeff Neal who works with the online marketplace The Critter Depot, the eCommerce brands that will win in 2020 will create YouTube channels with videos that answer relevant questions to a given customer base.
“We sell live feeder insects to reptile owners through the mail,” he said. “So we created a handful of videos that we posted on our product pages that discuss how to breed crickets, how to store your crickets and super worms and what it’s like to unbox them.”
Test out these eCommerce marketing strategies
Remember, the best way to figure out what works for your audience is to test. So try out these expert-approved eCommerce marketing strategies to boost sales and revenue in 2020!