May 18, 2021
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As we emerge from the COVID-19 pandemic and look back over the last 18 months, it’s obvious that many businesses that survived and thrived only did so because of their ability to engage and serve customers online. The skyrocketing growth of e-commerce around the world was enabled by the perfect storm of market disruption, customer demand and digital transformation.
Of course, even with rising demand, when running an eCommerce business you will encounter many pitfalls. And while it’s normal for sales to fluctuate based on market demand, it can be frustrating trying to consistently grow sales. For every success story like Zappos, there are hundreds of online businesses that struggle to survive and grow every day. Fortunately, there are best practices that you can adopt to succeed, as long as you’re willing to put in the effort.
Here are five quick tips to help boost and maintain your sales growth profitably in the post-pandemic era:
1. Optimize Your Search Strategy
Commonly known as SEO, Search Engine Optimization aims to improve your company’s visibility on search engines like Google, Yahoo, or Bing. This is the most fundamental building block of a digital marketing campaign. For example, if you own a hair salon in Memphis, you want to be on the first page of search engine results when people search for ‘hair salon in Memphis’. Several factors contribute to SEO rankings, so make sure to do your research before you get started. A new ranking factor called Google Page Experience just rolled out and calls for a site-wide audit and more user-focused approach to SEO. 
2. Make Your Website Mobile Friendly
User experience is an important factor of any digital marketing campaign. Without a great website, your customers will lack the ability to access, review, or buy, your products and services. Nowadays, a large majority of the population, especially the younger generation, will make purchases through their smartphone. This is why your website must be mobile-friendly.
3. Advertise on Google Ads
Practicing effective SEO techniques isn’t the only way you can help your page appear first on a search engine. You can also advertise with Google Ads and make your link appear as the first or second result. This technique is also called Pay Per Click (PPC). Various Google Ads extensions can help you improve the click-through rate of your ads and subsequently increase other important metrics.
4. Cross-Promote with Other Brands
Not every digital marketing technique has to put your brand above another. You can also choose to cross-promote your goods and services with other like-minded brands. You won’t want to partner with direct competitors, however, it’s worth checking out if any podcasts or blogs would be interested in partnering with you. This opens the door to new potential customers.
5. Partner with Influencers
Social media influencers are the more popular and relatable versions of celebrities. Anyone with a relatively large following can be considered an influencer and if your company appeals to a specific niche, this is a great marketing method for you. Partnering with large influencers can be expensive, especially if you have a tight marketing budget. If you are a small business, we suggest you find some micro-influencers that are relatable to your brand and have great engagement rates.
The Takeaway
When it comes to improving online sales conversion, the devil is in the details. You can accelerate the growth of your online business by optimizing your search strategy, making your site mobile-friendly, advertising on Google, cross-promoting other brands, and partnering with influencers. Start learning bit by bit and apply the methods you think will be most valuable to your business. If you are still struggling after some time, you can always outsource the work to an agency or freelancer. Stick to these best practices and you should begin growing your e-commerce sales in no time.
Sign up for our June webinar! If you’re looking for more tips on formulating your e-commerce strategy, transforming your online marketing, or creating winning digital campaigns, subscribe to the TopRight blog! Or connect with me on Twitter and on LinkedIn. If you’re still on a quest for more marketing insight, pick up copies of our latest books: Strategic Analytics and Marketing, Interrupted.