Experts believe that there are anywhere between 12 - 24 million eCommerce sites online.
And with so many choices available, the modern online retailer needs a pretty solid acquisition strategy to stand a chance. However, much like the abundance of eCommerce brands available to the consumer, there isn’t one technique that trumps the rest; instead, there’s a multitude of different ways you can attract and acquire new customers. With that in mind, here are just some of the most effective eCommerce customer acquisition strategies you can implement today.
Grabbing your customers’ attention early on
For eCommerce brands, successful acquisition strategies are about grabbing the attention of your potential customers ASAP. That’s because it only takes about 50 milliseconds (0.05 seconds) for potential customers to form an opinion about your website. Even more disheartening when we know just how many eCommerce competitors are out there. Luckily, you don’t need to drive them to your site to make an impact. Instead, great eCommerce acquisition strategies include a blend of multi-channel techniques.
Get targeted traffic with social ads
With over 2.32 billion monthly active users, Facebook is perfect for creating awareness. Find like-minded customers, put your value proposition front and centre, and seamlessly promote product categories and offers with ease. But TikTok and Instagram are also ideal platforms for eCommerce and DTC brands looking to grab their customer's attention; in fact, of Instagram’s 1.5 billion+ users, 90% follow at least one business account and 50% are more interested in a brand when they see its ads in their feeds. In short, social media and eCommerce are a match made in heaven.
Create content that matches their intent
Think of the millions of eCommerce sites - all vying for your customer’s attention - and then imagine how much content they’re producing to attract them. That’s why it’s important to do the research before putting anything else out there. Start with the search engines; that’s where your customer is likely to begin their journey after all. Then, ask yourself: what terms would you type into Google to find what you're looking for? What phrases are suggested in Google's Autocomplete tool? And what questions are listed in the "People Also Ask" box? Whether it’s an article, video or podcast you’re creating, think about your customer's problems, priorities and intent - then take it from there.
The good thing is that whether it’s social media ads or quality content marketing, you can quickly turn awareness into an online purchase with the right call-to-action (CTA). Buying online is often an emotional decision, so catch them in the moment.
Getting your customers talking about you
Of course, sometimes the buying journey takes a little longer. And depending on the product (and the expense), potential customers may take a bit more nurturing; in fact, 63% of consumers need to hear a company’s claim 3-5 times before they believe them. But that's OK, they don't need to take your word for it.
Spread the word with social proof
Amazingly, the average consumer reads 10 online reviews before making a purchase decision. Importantly, up to 88% of consumers actually trust user reviews as much as personal recommendations. That’s why social proof is a crucial part of any eCommerce acquisition strategy. So add Google reviews, testimonials and user-generated content to your website and social channels; there’s no better way to persuade them into purchasing.
Encourage your customers to keep coming back
We’ve talked in detail before about earning customer loyalty; particularly how it costs a business about five times more to gain a new customer than it does to obtain business from an existing one. And for eCommerce brands operating in such a crowded marketplace, making the most of customer loyalty can't be overlooked. With that in mind, it’s important to make this a part of your acquisition strategy. Essentially, a retained customer’s just as valuable as a new one - so here’s how to keep them coming back.
Blend email marketing with loyalty rewards
When 77% of marketers have seen an increase in engagement over the last 12 months, there’s evidence to suggest that email marketing still works. Even more so if your audiences are segmented and your messages are personalised. One great way to ensure the latter is to include digital codes for rewards. But this doesn’t just ensure your customers stay loyal; it turns them into brand advocates who will sell your products for you. They’ll spread the word in person or via social media, helping you acquire brand-new customers in the process.
But when it comes to mapping out your customer acquisition journey, this is only the beginning.