The Ultimate eCommerce Conversion Optimization Guide To Grow Your Revenue With Predictability

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During this time, sales trends for different Shopify stores are unlike usual. Some stores are seeing higher sales while others are not seeing any sales at all. Whichever the case, such a time can allow you to set up a customer flow to build an audience and then later retarget and market to them and bring them back for post-lockdown sales. 

With this guide, we wanted to give you a step-by-step strategy to help you capture, target, and convert your audience. Read on about the 3 steps you can take, along with smart tactics to successfully capture post-lockdown sales.

While you’re in this period of low sales, take this opportunity to improve your customer experience.

By improving the experience your shoppers have with your store, you can boost customer retention and build loyalty. Here are some ways to do it:

  • Revamp your store design and set up a fresh experience for shoppers. Identify problem areas, rename collections, and make your storefront more delightful to look at.
  • Set up one highly-visible subscription method on your storefront so that you can convert audiences. This can be email, SMS, web push, or Facebook Messenger.
  • Redo product photos and add images that are of high-quality and provide a narrative about your product.
  • Rewrite product descriptions to include more details about each product.
  • Build your social presence by creating social media posts regularly and communicating with your audience.
  • Set up Facebook, Instagram, and Pinterest shopping so that it’s easier for interested shoppers to click on and buy the product they see on social media.
  • Use A/B testing in emails to understand what works and what doesn’t. This can help you increase conversions via email.

Let’s dive into the strategies you can set up to successfully turn a new store visitor into a subscriber and later, into a customer. 

Do note: All of these strategies are ongoing so that you can continuously provide value, attract audiences, convert them into subscribers, and later bring them back for a purchase. 

Step 1: Attract new audiences and convert them into subscribers

Before you can get those post-lockdown sales, you need to be able to attract new audiences and encourage them to subscribe to your brand. You can do this by providing value and showcasing what you bring to the table. Here are some tactics to successfully attract and convert new audiences:

1. Create content to provide value

Shoppers are looking for brands that will add value to their lives, not just through their products but also through their helpful tips and content. Content marketing has become an integral part of many successful eCommerce brands. 

With content created as blogs, videos, and social posts about solutions to common problems and how-to guides, brands can reel in new audiences. Shoppers who read/ view your helpful content will be much more likely to subscribe to you and purchase from your store.

Many brands find it daunting to get started with content marketing but you don’t have to have a full-fledged content strategy to get started. Read our guide to content marketing for Shopify stores to understand how you can create content.

Bobbi Brown Cosmetics has a section on their store called ‘How-to’ that shows their audience how to ace specific makeup techniques.

2. Provide a gamified experience on your virtual store

A unique store experience is guaranteed to make shoppers want to visit your online store again. Provide a gamified experience, through quizzes, treasure hunts, or maps, etc to make store visitors form a great first impression of your store.

Tula Skincare has a quiz designed to help their store visitors find the right products for them. Even if the visitor doesn’t intent to shop, they will still be curious enough to subscribe to their emails to learn about the right products for themselves.

3. Connect with shoppers on social media

Social media platforms are great spaces to acquire new followers and work on converting them into customers. It’s easier to acquire an audience on social media, with ads, hashtags, and different post formats available.

Turn your content into bite-sized social content for your platforms— whether it’s an IGTV video or a carousel. Tap into interested audiences by testing different hashtags to find the ones that bring in the most views for your social profile. 

Here’s how Laneigemy successfully reels in audiences with informative posts about their products:

4. Run brand awareness and informational ads

Inform audiences that share an interest in products similar to yours by setting up brand awareness ads on Facebook, Instagram, and YouTube. You can focus specifically on the problem your products solve so that audiences are curious enough to clickthrough and browse your store.

Brand awareness ads are great at successfully teaching new audiences about your store and its products. These shoppers would see your ad, learn about the problems you solve, and click on to learn more about your brand. When they land on your store, they would be able to subscribe to your store via email, web push notifications, or any other communication channel. This way, you will successfully be able to acquire new subscribers.

5. Host a live event with influencers 

With people staying at home and looking for activities online, live events are the trend at this time. You can build your credibility by partnering with an influencer to host a live event on Instagram or Facebook. When hosting a live event on social media, follow these best practices:

  • Inform your audience about it with a feed post. Include when, who, and what the event will be about.
  • Remind your audience and use a countdown to let them subscribe to get notified when the event starts.
  • Hype up the event, teasing about any rewards you have in store.
  • Emphasize on what the event will be about, what questions will be answered, why it’ll add value to your viewers.
  • Run a small-budget awareness ad to attract new audiences to this live event.
  • Have a freebie for those watching the live event. For instance, you can give them an ebook if they subscribe to your emailers.

6. Collect user-generated content to build social proof

Customers trust a brand more when they see other shoppers talking about it. In fact, when users create and share content on social media channels, the brand gets 28% higher engagement compared to standard company posts. 

Set up social media campaigns to generate user content. For instance, if you are a fashion store, you can ask your followers to share how they dress for work from home. If you are a skincare store, you can ask them to share how they use your products during this time or how they self-care at this time. 

Ensure you have a unique but meaningful hashtag that users can apply to their posts. You can then later repost these pictures onto your own profile and give an authentic look into your brand.

Step 2: Engage subscribers to build interest

Now that you’ve built an audience, you can set up engagement strategies to keep these subscribers connected with your brand. This way, your subscribers will be more invested in your brand and will convert better when you’re targeting them for post-lockdown sales.

Whether you just want to communicate with them, set up ads to bring them back to your content, or build loyalty, you can choose the engagement strategies that you prefer, test them to understand how they perform, and then set them up.

7. Set up a welcome email series

A welcome email series is a great way to take your new subscriber through the ropes of learning about your brand, the problems you solve, and getting them acquainted with your products.

Welcome emails are proven to be highly effective, with a 50% average open rate. Users who receive a welcome email show 33% more engagement with the brand.

Your welcome email series doesn’t have to be long-winded; it just needs to make your subscriber feel special. Here’s an email series idea you can borrow:

  1. Welcome the subscriber in the first email. You can either provide them with facts and figures about the industry or give an overview of your product.
  2. Use the second email to inform the subscriber. This can be sharing a how-to guide, providing them with a useful tip, or giving them product ingredient information.
  3. In the third email, you can introduce your loyalty program or dive deeper into your products.

We recommend looking at examples of brilliant welcome email series and figuring out the right formula for your brand. Here’s an excellent welcome email series that Casper, a leading Shopify mattress brand, has set up to turn a lukewarm subscriber into a loyalist.

8. Build a community within social media or forums

If your brand has a community online, your products are sure to sell themselves. A mobilized community that discusses all things about the brand and the vision that it represents can boost your sales. Here are some steps to take to start a community:

  1. Ensure that your community stands for the vision your brand has. For instance, if you are a skincare brand, the community would be about the common interest of a better skincare routine, fewer breakouts, etc.
  2. Pick a platform. This can be Facebook, Instagram, or Reddit. 
  3. Invest time in attracting your customers to your community.
  4. Provide freebies to make it more enticing to join the community.
  5. Start conversations and respond to questions by community members. Your brand’s founder can personally be a part of the community to make it more exclusive.
  6. Host AMAs by industry experts who have found success in solving an issue.

Gym Plus Coffee is a clothing brand that has a 1.2K member community on Facebook. They talk about living a richer life. By putting together this community, the brand has collected advocates that stand for the vision that they have. In turn, the brand will have it easier to sell and acquire new audiences.

9. Retarget to non-subscribers with social ads

You are sure to have attracted a new store visitor only for them to end up not subscribing to your Shopify store. With retargeting ads, you can successfully turn these non-subscribers into shoppers. 

Facebook’s Ad creation tool allows you to strategically set up ads that are shown to audiences who visited your store but didn’t subscribe or take action. With such ads, you can successfully bring these interested audiences back and capture them as subscribers.

We suggest setting up ads that focus on informing the audience or shares a piece of content. Since the interested shopper didn’t take action (like subscribing or purchasing), they may not want a sales pitch at this time. Rather, an informative ad that provides them hacks and tips would convince them to click through and come back to your Shopify store.

Here’s an ad by Huda Beauty that is sure to bring back a non-subscriber to the store.

Interested in setting up a winning ads strategy? Get a free consultation from our ad experts and start converting your audience now!

10. Set up a loyalty program

Loyalty programs are the secret sauce for many successful eCommerce businesses. With a loyalty program, consumers feel excited to shop from you, wanting to increase the points/credits they earn. 

83% of consumers said loyalty programs make them more likely to continue doing business with certain companies. Moreover, 49% of consumers agree they spend more after having joined a loyalty program. You can easily set up a loyalty program and make your shoppers want to earn more rewards through activities on your store and even through repeat purchases. You can get started with a loyalty program with Flits, a Shopify app that provides a holistic loyalty experience to your shoppers with store credits.

TOMS has a loyalty program that focuses on turning customer-earned points into donations. This charity-centric view makes customers choose this brand over their competitors.

Step 3: Secure those post-lockdown sales

Now that you’ve been able to acquire an audience, turn them into subscribers, and engage them successfully, you can now convert this shopper interest into post-lockdown sales.

11. Analyze your customer and product segments

Before you start communicating with your customers, you need to understand their interests. Use customer segments on your RevTap dashboard to identify the types of shoppers that you attract. You can then send personalized messages to each segment to maximize your chances of converting them into purchasing customers.

While you’re growing your sales, you can also tap into your product segments to understand which products are performing well, which ones are commonly abandoned, and which ones aren’t selling at all. Using this data, you can add offers to abandoned products, promote products that aren’t getting clicks, and effectively manage your inventory.

12. Leverage email marketing

Email is a powerful marketing platform, with almost every brand using email to communicate and convert its audiences. For every $1 you spend on email marketing, the average ROI is $42. However, it’s crucial that when setting up an email marketing strategy, you use data to improve your email campaigns and maximize the conversions you receive through it.

Here are some steps you can take when using email to convert subscribers into customers:

  • Segment audiences on your email marketing app

Use email marketing apps like Klaviyo and ActiveCampaign to segment your audience based on their behavior and consumer habits. You can connect these email apps with RevTap to tap into your comprehensive customer segments. 

Once segmented, you can use these audience lists to send highly targeted emails to your subscribers.

  • Send emails to nudge a purchase

With the audience segments, send emails to your subscribers based on their historical data– what they viewed, which collections they clicked on, what their interest is. 

With a median ROI of 122%, personalized emails can help you capture purchases quickly since these personalized product recommendations will cater to what your shopper is already looking for.

  • Use data to understand which emails work and which don’t

RevTap’s comprehensive analytics dashboard also provides you with a detailed look at your email performance. With this data, you can compare different campaigns to understand what worked and optimize your email copy, images, subject lines, and timing to increase conversions.

With data, you can effectively bring in more post-lockdown sales through email.

13. Set up retargeting and remarketing ads to remind interested shoppers and bring them back 

Even once your subscribers have come back to your store intending to purchase, you will find some shoppers leave your store mid-browse or abandon their cart before completing a purchase. And this is more common than expected– 69% of carts are abandoned. 

To avoid losing out on earning more revenue, you can set up retargeting and remarketing ads. Set up ads on social media and search engines to remind shoppers about their cart or the product they were looking at. 

These ads are personalized to each shopper with the ad assets dynamically generated according to the product that the shopper was looking at. Here’s how Mango successfully turns an abandoned cart into a purchase:

Ready to turn new audiences into post-lockdown sales?

This customer flow is specifically designed to help you during this time to acquire and convert audiences. We hope this helps you successfully increase post-lockdown sales. While implementing these tactics, it’s crucial to tap into your analytics to understand what works and improve tactics that aren’t delivering results.

If you’re looking to build an effective Shopify marketing strategy, our team of eCommerce experts are here to help! Get in touch with our experts and understand what you need to do to upgrade your Facebook, Instagram, email, ads strategy, and more to successfully meet your goals and increase post-lockdown sales.

Get a free consultation now.

Turn your Shopify store data into more revenue with RevTap. Sign up today to get started for FREE and avail pre-launch discounts.
Asiya Nayeem
Asiya Nayeem

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