Turning Clicks into Customers: Proven Strategies to Boost E-Commerce Sales

At The GO! Network’s recent virtual workshop, “Turning Clicks into Customers: Proven Strategies to Boost E-Commerce Sales”, Abbie Law, our Senior Account Manager, shared expert advice on converting online clicks into actual sales. With her background in paid media and retail performance marketing, Abbie highlighted key challenges and strategies for success in e-commerce.

Challenges in Turning Clicks into Purchases

One major challenge brands face is focusing too much on traffic volume without considering quality. Abbie stressed that targeting qualified traffic from the outset is essential for driving conversions. Tailoring your audience, selecting the right channels, and aligning with the purchase funnel can make it easier to convert visitors into buyers, rather than just chasing high traffic numbers.

Personalised Marketing: A Conversion Driver?

While personalised marketing can boost conversions, Abbie noted that changes to data privacy, such as third-party cookie restrictions, make it harder to get right. Brands that invest in strong first-party data can enhance their campaigns by using tools like Google’s Performance Max (PMax) and retargeting strategies, particularly for bringing back customers who abandon their shopping carts.

The Importance of Omnichannel Experiences

Today’s consumers shop across multiple devices and channels. Google research shows that 38% of shoppers use three or more channels, making it crucial for brands to create a consistent omnichannel experience. Abbie advised that while consistency is key, messages should be tailored to each platform, with a unified brand message that keeps the company top of mind throughout the shopping journey.

Post-Purchase Experience and Customer Loyalty

Attracting new customers through PPC campaigns is important, but retaining them relies on a quality post-purchase experience. Abbie pointed out that fast shipping and excellent customer service are often reasons customers return. Brands can leverage these insights in their ad copy and use dynamic remarketing campaigns to offer personalised recommendations or tie ads to special occasions, turning one-time buyers into loyal customers.

Abbie’s insights at The GO! Network workshop show that converting clicks into customers requires more than just increasing traffic. By focusing on high-quality targeting, personalised marketing, omnichannel consistency, and exceptional post-purchase experiences, brands can boost e-commerce conversions and build lasting customer relationships.

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