Hatékony stratégiák online áruház fejlesztéséhez és népszerűsítéséhez
In recent years, online commerce in Ukraine has reached an entirely new level. According to data from EVO (which includes Rozetka and Prom.ua), just a few years ago, the market share amounted to only 17%, but it has significantly grown since then.
Many businesses are making the firm decision to start developing online, yet not everyone is getting it right from the get-go. A common reason for failure can be the lack of a promotion plan and development strategy. To achieve the desired outcome, it is essential to thoughtfully devise one’s own, i.e., an individual strategy. Today, we will discuss how to leverage SEO, PPC, and email marketing to develop your site and elevate it to a completely new level.
Developing a Web Resource and SEO
When you initially begin developing your website, it’s recommended to start with SEO. Various mistakes at this developmental stage can disrupt or delay progress. With the help of SEO, these errors can be easily avoided. Furthermore, working on SEO from the outset allows you to learn how to effectively manage resources and prioritize essential elements.
So, let’s explore the important actions included in the development stage:
- Analyzing search queries and creating a semantic core. This helps to form a general picture of the web resource.
- Studying user needs and seasonality, forming assumptions to increase traffic based on it.
- Researching the competitive market and the methods they employ. Paying initial attention to the structure of the web resource while using methods to increase conversion rates (for example, for feedback forms or online managers), and ensuring the presence of original proposals for clients.
- Defining the structure of the site. This phase logically continues the previous one. For it, Google Sheets or XMind may be employed.
- Implementing the initial optimization of technical processes. Here are the following points to consider:
- Enhancing URL effectiveness, filtering presented products;
- Redirects;
- Creating an XML sitemap;
- Working on incorporating multiple languages and access from different countries;
- Excluding the indexing of pages not used for distribution in the search process (for example, personal accounts);
- Ensuring caching of the web resource with the help of HTTP headers;
- Accelerating site loading;
- Working with pages that have 40x and 50x codes;
- Setting up robots.txt;
- Formulating standards and working with meta tags;
- Optimizing images;
- Setting up 301 redirects;
- Enabling mobile accessibility to the site.
- Controlling whether developers are applying suggested technical improvements to the state of the web site.
As you can see, there are many points to consider, but all these actions ensure a significant economy of strength and time in the future. If errors are already present, fixing them is far more complicated. Typically in the process of working on mistakes, the site loses its positions in search outcomes, as search engines have to re-analyze the actions performed and reevaluate the effectiveness of the given resource.
It’s essential not to forget that you will never receive instantaneous results from SEO; instead, it requires consistent effort. Regular and active work will yield good and sustainable results.
PPC – Utilizing Paid Ads
Very often, businesses turn to specialists with a request to place their ads in Instagram Stories, as they frequently encounter ads from competitors selling the same product. They also believe that such advertising ensures a high income level and active sales for their competitors.
Initially, you need to determine the financial part of the promotion and also create what is popularly referred to as a sales funnel. It is crucial to achieve the most illustrative results with what you already have. If you rely on the sales funnel, you should create ads targeted at those users who pertain to the so-called warm audience. They already know about your brand, the products presented on the site, and they are ready to make purchases from you. To move a person from the first stage of the funnel to the last, you will need to spend significantly more resources and means.
To start your efforts, you can utilize services like Google Search Ads or Google Shopping. If a person is trying to find a specific item online and sees it with you, they are considerably more likely to purchase it. If, however, you show some unknown item to someone through a banner ad, they likely won’t even pay attention to it.
Returning to advertising in Instagram and Facebook Stories, it sits at the very top of the funnel and, accordingly, does not yield the necessary quick results we need. It can be used, but much later—when you already have clients.
Contextual Advertising – How to Launch It
We suggest familiarizing yourself with the tips related to contextual advertising. How to launch it for it to work effectively?
1. Think About Effectiveness and Consequences
Before implementing contextual advertising, it’s necessary to find a specialist who would draft a plan. In it, it should forecast expenditure and potential income. However, the media plan does not provide an accurate picture, as it merely represents a forecast. To enhance the reliability of the data within it, information should be gathered as broadly as possible.
2. Utilize Maximum Effective Tools
Your goal is to attract clients at the lowest possible cost. If at the very bottom of the funnel the cost will be approximately the same as at the top, it’s possible to expand and draw in higher levels situated above.
3. Learn to Expect Results from Advertising
If you’re aiming to spend about $0 on advertising and after several weeks receive $10,000 from it, it will surely disappoint you. Here, everything operates a bit differently. An advertising campaign usually functions with the help of machine learning. You might achieve results that respond to used information and the size of the budget. To reach higher indicators, time is required for the selection of a greater amount of information.
In other words, to see advertising results, you need to wait until the specialist completes a thorough analysis of all data. However, it is worth noting not to ignore the preliminary results of advertising campaigns, as you can easily miss something important.
4. Make Adjustments
The effectiveness of the advertising company is assessed by multiple indicators. You need to consistently monitor everything and draw conclusions.
5. Focus on Final Results Without Wasting Time on Details
Many advertisers tend to obsess over intermediate results. They need to see growth in effectiveness every day and, in the process, exclude any fluctuations. If today the orders are lower than yesterday, it doesn’t mean that you urgently need to revise the advertising campaign.
Understanding such clients is possible, as they wish to achieve success as quickly as possible. Sometimes this activity can even be beneficial. However, a thorough performance evaluation of results needs to be conducted at the end of a specified period—a month or a quarter. Excessive control over intermediate results wastes time; first, it is essential to clarify with the advertiser why it happens and when results will be evident.
Email Marketing for Repeat Customers
Email marketing is often not recognized at all. Indeed, if for me distributions have no significant value, they are useless for others too. But let’s look at the statistics provided by a study conducted by Litmus:
Email marketing is considered one of the most effective ways of selling.
Income from email marketing constitutes approximately 5-10% of the total metric of the store.
Conversions amount to 5-7% for trigger emails, and 8-14% for promo distributions.
However, for this tool to yield such high results, it must be applied correctly in your work.
Let’s consider an example. A woman sits behind her laptop and selects cosmetics. She adds her favorite products to the cart, but at that moment she is distracted by her child or husband and has to close the tab, leave the laptop, and exit. Later, she forgets about the purchase. And this is where email marketing comes into play. You send this woman a distribution reminding her that her favorite cosmetics are waiting in her cart. She immediately remembers the purchase and completes the order.
Note that email marketing is effective only for those clients who are already familiar with your product. They are already ready to buy goods from you, and you merely need to nudge them with distributions reminding them. It is also desirable that you have no less than 10,000 subscribers.
Step-by-Step Email Distribution Formation
To achieve high results from email distributions, they need to be properly integrated into your company. Let’s look at the necessary steps that should be taken:
- Conduct research into competitors’ activities while also analyzing products, potential customers, and the characteristics of the very niche.
- Create a content plan, determining the frequency and possibilities of distributions. Then it is necessary to analyze conducted actions and reinforce it with its report. If there are shortcomings, correct them and improve the strategy.
- Write texts that will be included within the letters, and drive them to perfection.
- Establish push notification settings, and also create promo distributions and mailings in messengers.
- Create and perfect ways to accumulate contact data from new users using forms on the web resource.
- Consistently verify the database (remove invalid addresses, and also do everything to attract people to visit your site).
- Apply specific tools for improving domain reputation, such as Warmy, Lemwarm, and others. This makes the email delivery process more active, and may also prevent sending emails to spam.
KPI as a Tool for Controlling the Effectiveness of Email Distributions
In business, KPIs are used as ROMI (how profitable investments are), CPO (what the cost per inquiry is), and CAC (what the cost of acquiring one person is).
The results of distributions indicate many indicators:
- The percentage of how many emails were opened compared to those sent – Open Rate (OR).
- The percentage of people who clicked on one of the clickable details in the email – Click-Through-Rate (CTR).
- The unique number of clicks and openings – Click-to-Open-Rate (CTOR).
- The number of emails sent and how many of those emails were not delivered for some reason – Bounce Rate.
- The percentage of emails sent by people going to the spam folder – Spam Complaint Rate.
- The percentage of people unwilling to receive the mailing – Unsubscribe Rate.
Conclusion
To summarize what has been discussed, here is a brief list of actions an entrepreneur should undertake to build their platform on the Internet:
In the case where your web resource is still under development or it is entirely absent, you need to start the process of working on it with SEO. And namely:
- Carefully familiarize yourself with competitors’ resources;
- Formulate a semantic core and create the structure of the site;
- Optimize the site concerning on-page elements;
- Prepare textual materials.
With the help of SEO, you make a significant leap in developing your e-commerce shop or site and attracting people to it.
Next, you need to create an advertising campaign:
- Determine which methods to use to attract people from the very bottom of the funnel;
- Develop a plan;
- Regularly monitor the promotion process;
- Gradually expand the funnel.
For SEO to yield sustainable results, time is required. Therefore, it is essential to reinforce this process with the help of PPC.
When you see a stable audience forming, you can start utilizing email marketing for clients ready to purchase.
This tool is one of the most effective, and it can significantly impact the lower end of the sales funnel.
