E-Commerce

Here’s How to Increase Your Online Advertising ROI

By May 20, 2019 No Comments
Look around; online advertising has become increasingly popular, and with good reason.

It’s become the go-to place for billions of consumers across the globe, to shop, socialise, and engage.

Yep, that’s where they go for immediate lifestyle solutions, ranging from what to eat, where & what to wear, and, and.

And we know that talking about data feeds, dynamic remarketing, and product listing ads can get overwhelming and expensive very quickly.

We all know that starting or running a business isn’t easy, nope, not with the endless cost of establishing and maintaining its success.

Well, guess what?

We’ve got you covered.

How?

Our usual words are; easy, there’s a strategy for everything.

In fact, we’ll come right out and say it, Facebook-, Instagram Ads and Google Shopping shouldn’t be a money pit, which money goes into and never comes out off.

Let’s tell you how; we’re talking ensuring that you get the best bang from your buck, we’re talking, revenue optimisation!

Firstly, Avoid the 3 Cardinal Sins of Online Advertising


Never Leveraging Data to Your Advantage



Leverage on data the right way; most people make the most common mistake of collecting data by installing the Google Analytics tracking pixel on their site, and then simply never touch the data it generates.


google-analytics-data

Not Understanding Your Customer’s Journey



Analyse the different details of all of your customer journeys.

These journeys may begin with a customer landing on your site, and end with the time and fashion in which they leave.

For example, people who bounce and people who buy have different customer journeys.


Not Focusing on Customer Lifetime Value



More often than not, we’ve realised that marketers focus so much of their efforts on acquiring customers, and getting a sale.

Well, that’s going about the completely wrong way.

This approach makes staying in business extremely difficult because you can only generate real profit from subsequent sales.


customer-lifetime-value

Let’s Explore the 7 Sections of the Customers Journey.



By optimising each part of the journey, you will be able to ensure you start generating a positive ROI from your marketing efforts.

1. Product Pages:



This is where some of the biggest sales leaks happen, especially when the page doesn’t respond to the user’s problems and pain points.

For example, the human brain understand benefits a lot better than features, so instead of using complex jargon when it comes to what the product is made of, rather tell people how it’s going to impact their lives.




2. The Home Page:



This is an important element of your site.

Make sure it’s easy to navigate, remove the sliders (banner images that rotate right below the navigation and have a clear value proposition.

Meaning, remove all clutter and or useless copy.

Last but not least, every site can benefit from having a prominently displayed search functionality button, and be sure to collect the search data this will help in improving your site.


3. Add to Cart:



Sequence each page that includes a customer’s cart carefully, keeping the customer-focused only on the next step you want them to take, and don’t push the buying before buying decision.

The biggest tip is to secure the customer’s contact information before they leave the cart, for follow-ups.

You will be surprised how effective this is!

4. Category and Collection Pages:



These pages organise and display your offerings, and when poorly organised or lack useful filters, this means your visitors will have difficulty in finding products that interest them.

5. Search Results Page:



This enables you to influence the search results your visitors see, in a way that completely optimises their experience.

Remember to set up your default response for cases in which a search result isn’t found.

Most importantly, streamline your search results page so visitors can easily skim them and find what they need.


6. Order Confirmation Page:



Most businesses are not managing customer expectations on the order confirmation page.

So to avoid that you can create a video, telling your customers what to do next.

It’s where you can also make your next offer and fast-track the next sales process.


7. Checkout:



Research proves that with both the cart and checkout points, poor abandonment recovery is the top issue.

It says in the global ecommerce industry, abandonment totals 4 trillion per year in losses, and 30%-60% of that is recoverable.

It’s essential that you make your checkout process as simple as possible while ensuring you provide a wide variety of different payment options.

Remember, each step between the add to cart and the actual payment is an opportunity for the user to drop off your website.

Conclusion



When working on optimising the customer journey, don’t jump into all of these areas at once.

We recommend that you first analyse your site, from the home page, right through to checkout.

Then you can start implementing actual change, and that’s where product turns to money—the checkout page.

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

More posts by Jandre de Beer

Leave a Reply