3 Tips to Improve Your E-Commerce Digital Marketing Strategy

What’s the future of e-commerce? It’s a question most retailers ask when looking at an expansive and sometimes overwhelming e-commerce landscape. E-commerce sales have grown 50% over the past couple years. While that number has tapered off more recently, e-commerce is a mainstay.

Amazon is a big player in the e-commerce field, as an increasing number of retailers are venturing onto the platform. However, you can’t just sell a knockoff white-label product — a viable product is still the primary key to success. Then, once you have a great product, the next step to drive sales and boost brand awareness is to create a clear digital marketing strategy. Here are three e-commerce marketing tips to help you get started:

Seventy percent of Amazon customers never browse past the first page, so products can easily get lost in the vast e-commerce landscape if their listings aren’t optimized. Listing optimization is just as it sounds: the practice of building the front and back end of a listing to rank well. There are several components to focus on.

All titles should be compelling and contain relevant keywords. Stick to one or two keywords, as stuffing titles full can reduce credibility and damage click-through rates. A good CTR is anything above 0.5%.

The explanation of your product should be just as compelling. This section is broken up into two chunks. The first is the product features. Make these bullet points skimmable, keep them solutions-oriented, and incorporate keywords. The second piece is the product description. This paragraph is where you can explain your product in more depth, but try not to reiterate the bullet points. Share the features, the benefits, and maybe a little brand history — and naturally work in more keywords. Remember, however, to avoid being redundant with keywords. (And keep in mind that if you are brand-registered, you will have access to A+ content, which replaces this product description.)

While the title and bullet points are important for ranking in Amazon search results, images are the true converter. High-resolution images are more than an e-commerce merchandising trend — they’re a necessity to garner clicks. For the main image, the background should be white. But for the secondary images, it’s best to include infographics, lifestyle images, and various angles to illustrate the benefits of your product and show shoppers how they might use it in their own lives. The size of photos should be a minimum of 1,000 pixels by 1,000 pixels, allowing customers to zoom in.

The final piece to consider is back-end keywords, which are unseen by consumers but allow you to include additional keywords without cluttering up the listing.