5 Ways To Increase eCommerce Revenue Through Various Touchpoints

Posted by Murray Sye

on Thu, Mar 27, 2014 @ 11:16 AM

In yesterday's post we wrote about attribution of your content creation. It's key for eCommerce marketers to better understand at which point in your customer's journey did they convert. Studies show that 24.2% of marketers either aren't worried about tracking these metrics at all, while 57.6% see the "last touch" attribution model as their benchmark.


5 Ways To Increase eCommerce Revenue Through Various Touchpoints

If you're only tracking the last touch, you won't know which of your other marketing channels are actually instigating new relationships with potential customers or influencing their journey. Regardless, we do know that content, in many forms, will influence your customer's decision to purchase. So, let's turn up your content to help increase revenue. Here are a few examples.

1) Pre-Transactional Trust is the Currency of Today

You can begin to build "pre-transactional trust" by offering ebooks, videos and other content on your website. The example below shows an ISHARYA automated follow-up email sharing a link to one of their recent fashion shows.

2) Post-Transactional Product Adoption Nurturing

Don't lose site of your new customer. Following up with an after sale email is a great way to continue building trust and nurturing additional sales. Below is a post purchase follow up email Goodbye Crutches sent to customers that purchased a turning knee scooter, helping to educate them on the product.

3) Using LinkedIn's Sponsored Updates

gThankYou! started to see a dramatic turnaround in with their ad spend, in terms of the quantity and quality of their leads when they linked to the offer via a sponsored update. Millions of Company Pages on LinkedIn enable companies to build relationships by delivering their content into the homepage feed of members beyond those who are following their company. Marketers like gThankYou! distribute content directly to relevant professionals in a place their customers and prospects are already consuming relevant content and leading them back a landing page like the one below.

4) Increase Traffic With Social Media

If we know that content is being consumed, then make sure that it's shareable through social media. Customers to Whole Foods can share recipes and articles with others helping to spread the word, and that could make a big difference to your bottom line. But, you'll need to analyze and measure the reach of your articles to understand what content is working best and what's not.

Make it easy for your visitors to share your product by adding social media share buttons right on your product pages.

5) Leverage Your Product Detail Pages

Take a look at your product pages and the descriptions to each. Look into your blog articles, videos and other content related to that product. Draw from these pieces of content and link them from your product pages. Not only will this improve their search value and link-worthiness, a more engaging product page will help to increase conversions on that page. REAL Watersports cross-post in-depth reviews and videos of their products pages.

Now It's Your Turn
Continue to develop content and measure it's impact on your business. Now weave it throughout your marketing activities, such as pre and post-nurturing, digital ads, social media and optimizing your product pages. You'll be surprised what that will do to your bottom line.

If you need help with any of this, please reach out, we'd love to hear from you.

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Flickr Photo Credit: by Tax Credits

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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