An eCommerce business revolves around increasing traffic, generating leads, and boosting sales. Once you can drive a quantity of traffic to your store, the next thing is capturing leads for creating interests in them. This will be done by applying strategies for lead generation in eCommerce.
But what are those strategies? What are the tactics of urging them to join your website? Let’s discuss those effective eCommerce lead generation strategies. But before discussing the same, why don’t we clear the concept of lead generation
What is lead generation in eCommerce?
In an eCommerce business, lead generation is creating an interest in visitors of your eCommerce website and encouraging them to enter their details to know more about it. In other words, it is a way of attracting a particular type of audience for the purpose of selling products.
For example, you manufactured a football mainly for people who play football. After finishing up the creation of football, you would want to call or tell those people that you have created this football for them and it is for sale. How will you do that?
You will make attractive banners, create awareness by uploading it to your online store or displaying it in your shop, and put up an advertisement for it on different social media platforms like Facebook, Twitter, and Instagram.
What is a lead generation strategy?
Lead generation strategy is carving out ways of creating an impression upon visitors who are showing an interest in your website. They further want to know more about its services.
The motive of an eCommerce businessman is to convert these visitors into a lead. In other words, he is generating a lead. A lead is a person who decides to enter his necessary information like email and address to know more about your services. This is the second step of a buyer’s journey; the first being the visitor forming a brief idea of your services.
Effective eCommerce lead generation strategies
A lead signs up an eCommerce website within sixty seconds on an average if he or she has a credit card nearby. Considering this average time, these effective eCommerce lead generation strategies mentioned below can help you get leads within ‘sixty seconds’.
1. Optimizing your website for search engines
Think about words that your future leads type in Google’s search text box while looking for a product. For instance, they want to buy a new laptop. They will probably type “latest laptops in 2022.” Will your website come up in top results when they enter this phrase?
It will appear on the first page of Google if it has ranking keywords. These keywords help in bringing leads to your eCommerce website. In other words, optimize your website for search engines.
The high amount of traffic is one of the primary reasons for getting new leads. A study by Outbrain shows that search is the number one driver of traffic in eCommerce. Key tips for making your website optimized.
- Determine thought processes of leads – Analyze the intention of your target users behind their search. If Anna wants to buy a pair of gloves and many websites are offering types of gloves, then she will do research and compare the sites. In that case, your website should appear for comparing it with other top sites offering similar gloves. How will that happen?
- Long-tail keywords – Imagine she is searching for gloves to wear in winters. Her probable search words will be classic gloves for winters. Then the top results on search engines display “Classic Fashion Gloves, Winter Gloves’ from the Amazon website. This phrase is called long-tail keywords. These keywords give serious leads. They are not common keywords that your competitors are still not ranking for. The traffic drawn through this keyword is more committed and more desirous of your service.
- Optimize the webpage – Include keywords in the content of web pages. Making your page optimized for search engines helps new leads to easily find you.
Optimizing your website is one of the basic eCommerce lead generation strategies.
2. Alert your leads with push notifications
Sending alerts to visitors about your business’s presence in the market is also a powerful way of generating leads. The medium of alerts can be email, SMS, or push notifications. Push notifications are more effective than any other medium of alerts. They do not take a second in catching visitors’ eyes.
Most eCommerce websites seek permission from first-timers to send them notifications. If they are interested and click on allow, then they receive notifications. In the end, leads are generated in this way too.
Visitors did not turn into leads yet unless they sign-up your website. Thus, only asking them for notifications will not work. Sending them flashy notifications that are relevant to their interests will spark a thought about your website in their minds.
The notifications of your eCommerce store should be compatible with all devices like mobile phones and desktops.
Browser push notifications work the best in case visitors are viewing the website version. As long as the website is on, they will see notifications if they permit. Unnecessary and irrelevant alerts can drive them away.
So, make sure not to spam them with such alerts. Continuous alerts are disturbing visitors while they study your website’s homepage.
Notifications can consist of the latest products, discounts on them, the festive season offers, texts that create a sense of urgency. Notify your visitors about a flash sale that is scheduled for a day because it alarms them to register themselves immediately.
3. Develop your reach on social media
Having a social media page is crucial for lead generation in eCommerce. This is because the number of social media users reached 3.81 billion in 2020. It is an increase of 9.2% year on year since 2019.
This enormous growth is promising billions of leads on your social media page in the future. But you should put your efforts into bringing those 3.81 billion and more on your page too. How?
The answer includes creating an attractive page for your eCommerce business. Make sure it is regularly updated. Update the latest discounts you have placed on your products, the giveaways you have planned, new product launch. Upload its videos or blog posts your content writing team wrote.
Other than your eCommerce page, social media platforms like Facebook offer advertising options. It has options for designing an ad based on information like age, gender, location, interest, career, and education. The algorithm of ads recognizes the target users through such information. They appear on the social media page automatically.
You can see how impressive is the way Wayfair used Facebook’s carousel ads. The carousel ads feature lets you display up to ten images of your products.
Instead of products, Wayfair showed the benefits of shopping on it. For example, free shipping over $49. They are using this strategy to give a brief account of their eCommerce business. This technique of theirs is proving to be successful with an 88% higher rate of click-through and 20% lower cost per acquisition.
Effective eCommerce lead generation strategies are vital for every eCommerce business person. These are driving traffic to it and giving a huge profit in it. You mainly have to optimize your website for leads to turn into customers. It should be engaging too.
By having an engaging website, you can grab the attention of your target audience. Even a person who is looking for something extraordinary can find that thing in your store. It does not match your competitors and make you unique that presents your website as an exception.