This Is How E-commerce Brands Can Optimize Campaigns For Conversions
This is a guest post by Megan Morreale of Taboola. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us or start your campaign.
E-commerce businesses are usually looking for one thing from their content—conversions.
When it comes to distributing product landing pages, blog posts, earned media, or any other type of content, the goal in the e-commerce biz is usually to get visitors to take action on their sales page.
You probably already have a few distribution channels that are your go-to for attracting your audience—search, social, some direct publisher partnerships, or maybe even content discovery—but if you’re not optimizing your creatives (photos, headlines, and target audience) for these campaigns, you’re probably not going to be wildly successful.
These are three of the most important things e-commerce businesses should consider when looking to drive conversions, widen their audience, and distribute both products and content online.
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Consider the audience’s buying stage
Your customers will fall into one of three general buying stages—awareness, consideration, and decision. Take a wider look at the state of your sales funnel to see where you should focus first. For the best success, define your meaning of ‘conversion’ for each stage.
- Are you a new business that’s building your brand and still needs to get your name out there? Focus on 'awareness' content, like blog posts that provide value for your target customer. In this case, a conversion might be an ad click—your ultimate goal is traffic to your site.
- Sites that are driving traffic but having a hard time with conversions might want to work on consideration campaigns. Try boosting earned media, or writing product-based content to convince your audience to purchase. Here, a conversion might be a filled out form, or items in the checkout cart.
- For those businesses that are already retargeting considering customers, you’ll want to focus on content that helps customers make a decision to buy. Here, the conversion is usually a purchase.
In reality, you could be in all of these stages at once. Before launching a campaign, it’s important to know which customer you’re targeting, so you can optimize to reach the right audience.
This is how your campaigns should look
Once you know who you’re targeting with your campaign and why, you’ll want to follow best practices that get your audience to convert. When you finally want to advertise your product, landing page, or piece of content, this is how you attract engagement.
For native advertisements, now the most popular and conversion heavy around, there are a few things that we’ve seen proven to be best practice consistently.
- Creatives: For the best results, you want photos of people interacting with your product. People respond better to photos with other people using a product than of products staged on a white background or by themselves.
- Headline: Words like, “buy” and “honest,” perform the best for e-commerce companies looking to improve conversions and attract clicks.
- CTA: If you’re promoting content as opposed to a direct product push, reconsider writing your numbered list blog post. Recent data shows that these are getting less and less effective, with desktop users already starting to ignore them.
After you’ve nailed the perfect look for your ads and your content, this is how you optimize your budget for the best distribution, and keep getting better.
Get the right data, and spend the right amount
So, exactly how do you target once you get around to allocating budget to your promotion?
For a lot of e-commerce sites, cost per acquisition (CPA), or essentially, how much it costs you to make a sale on a campaign, is going to be a key metric. You’re generally going to want this as low as possible.
Springing for the lowest CPA at the beginning, and therefore, the lowest cost-per-click (CPC) does one thing horribly wrong—it limits the amount of impressions your content receives.
Fewer impressions inevitably mean fewer conversions, and therefore, less data for you to crunch in order to optimize how you can get the biggest bang for your advertising buck—and scale effectively.
Overall, your main goals are to know your audience, think about how you can attract them best with your creatives, and how you can lucratively get as many eyes as possible in front of your content, so you can test and optimize for more conversions, and therefore, scale.