Internet trading is gaining momentum during the crisis, as it saves a lot of money on the maintenance of an ordinary store.
However, competition is also growing, and purchasing power is falling.
In these conditions, it is especially important to understand what methods of promoting products and services on the Internet will be most effective for you.
Advertising on the Internet is different from the usual, primarily the ability to collect accurate statistics (click to get statistics of your E-Commerce).
When you buy an advertisement space in a magazine or newspaper, set up a billboard on the street, you basically pay for your image and don’t have any clear data on what it has given you in terms of profit.
This is similar to the case with expensive television commercials.
Online advertising always connects counters and statistics systems, so you can analyze and make forecasts.
Cost-effectiveness indicators for online sales
This is the percentage of users who made a purchase, to the total number of visitors to the site – the basic metric on which the analysis of the online store.
Its fluctuations immediately show the effectiveness of sales, stocks or any innovations on the site.
Conversion by traffic source.
On your site, visitors come in different ways, and this metric helps to understand what traffic source is most effective in terms of sales, and on what advertising sites can be saved.
This is an average of the cost of orders placed on the site.
To increase it, such methods as selling related products, free delivery, catalog optimization, percentage display of savings for the buyer when buying several products at the same time.
The profitability of goods.
This indicator allows you to properly organize the product range.
Statistics of sales of this or that product will help the owner of the online store to easily determine the strategy of building an assortment.
It is useful to trace, what commodity category has brought the greatest income for a certain period of time, and also what goods in this category were sold most actively.
The basic tools of Internet marketing and their role in improving sales efficiency
Search engine promotion (SEO and SEM)
For the buyer to find you, your site must be on the first pages of the search engine.
The better you imagine the queries that your potential buyer enters into search engines, the more chances you have that he will find you and make a purchase.
SEO is an optimization of your site so that it has unique content containing a competently composed set of keywords by which you can be found in search engines.
An optimized site is easy to find search robots, increasing your chances to advance to the first pages of search.
The total conversion of the site after the optimization may increase by 75%.
In this case, you do not pay to search engines, you pay to SEO specialists.
SEM - advertising that you buy on search engines.
Your ads or banners will appear before the search results.
An important feature of SEM is flexible budgeting.
You decide for yourself how much money you are willing to spend on displaying your ads, and depending on this you can buy a certain number of displays on given days and hours in the selected geographical area.
It is important to understand!
There is no “magic wand” that will instantly provide you with an increase in profits.
Successful online sales are always built on a comprehensive approach to advertising.
This is confirmed by feedback from well-known companies.
It is possible that the Internet user was not going to buy any particular product at the moment or does not know where to do it, only starting to get interested in it and collecting information through search engines.
Advertisements to be issued on the subject of his queries – this is contextual advertising.
These are advertising banners in the Internet media, analogous to advertising in the ordinary press.
They are remembered by the target audience, create an image of the company and can give an effect after some time.
The disadvantage – high budgets.
Conversion can vary in the widest range, from 1 to 20%, all depends on the correct choice of site.
Attracting clients through social networks.
There are two options: maintaining your own company pages in social networks or custom advertising in well-known online blogs, when you pay for a specific text in which, for example, a blogger talks about his personal experience of shopping in your online store.
Letters of advertising nature that are sent to subscribers or clients of the company.
Has the highest conversion rate – over 50% – compared to other promotion methods.
However, it should be understood that the mailings are made to interested users who somehow visited your site and subscribed to the news.