Just when you thought social media was on the verge of being tapped out on its aptitude for ecommerce vendors, Google is out with a fabulous new feature that makes shopping fun for consumers and fruitful for those of you who hawk wares online.
The “Shoppable Ads” feature is linked to search results from Google. In a Pinterest-style formatting feature, the commerce giant is rolling out a shoppable screen that allows sellers to tag multiple products on each ad. Mousing over a product reveals its price and brand.
Not intrigued yet? You should be. Young shoppers, especially, are keen on the Pinteresting layout of Pinterest, and the ability to move quickly from a visual image to information on what the product is, where to buy it, and how much it costs.
Recently, we were talking to a colleague and everything was about driving traffic to their site. And all I could think as we had this conversation was that traffic isn't everything. It's great, don't get me wrong, but if traffic doesn't lead to sales, is it really worthwhile?
Nope. Not really.
And it got me thinking about how to turn traffic into conversions. And as I was trying to put together a post about exactly that, I came across an article on Search Engine Watch that is precisely what I was looking to convey. So instead of rewriting, I'm going to send you all to their site to read more about the small things we can do to turn traffic into sales.
How to Increase Conversions: Ideas, Tools, Examples
I think there's a lot here that we can put into use almost right away to create an uptick in conversions -- which is really the whole point, right?
Tell the truth. As a new ecommerce vendor, or even a somewhat seasoned hat, were you in awe of the way you have picked up the essentials of running a business that’s essentially global in some respects? Paying attention to strategies such as marketing, budgeting, and developing ways to maximize revenues with a minimum of investment?
It’s a constant challenge, and as you shape your philosophy and brand, you’ll settle on a policy, if only internally, for striking a balance between luring customers with discounts and giving away the store.
The concept of discounting involves variables, for sure. The brick-and-mortar “sale” is far easier to generate on the fly, while an online shop that necessitates a physical and time-centered distance between you and your clientele involves far better planning.
It also begs the question you may not want to answer. Are you willing to take daunting risks just to gain customers?
Mid- to large-size businesses operate in a universe you can barely see through a telescope. They focus on margins, set-asides, long-term marketing plans, and ROIs at a degree you may realize one day. In the interim, a wholly different strategy applies to the average ecommerce biz.
There are always those sad stories. You know the ones: they involve nefarious intent aimed at ripping off a business. As an ecommerce vendor, you’ve employed best practices with respect to having your ducks in a row and have taken steps to avoid fraudulent chargebacks, return scams, and everything you’ve learned about in Online Selling 101.
But there’s another danger in the loop, and it’s a bit more stealth. It’s called “click fraud,” and though it’s been around since the advent of internet advertising, it’s becoming more pernicious. It’s not cheap, either —a click-fraud monitoring site estimates that the seedy practice did more than $7 billion in damage over a recent two-year period.
Vendors who advertise on third-party websites have discovered a diamond in the rough; a way to gain visibility, and hopefully new customers, at a very reasonable cost. Predicated on the concept that interested viewers will click on your link to learn more about you, publishing hosts will charge you only on a per-click basis. Great deal.
Here’s the problem. Not all clicks are equal. Someone mousing around that link may be one of several untenable parties, from a sector competitor who drives up click rates to cost you more money, to an ally of a web page host trying to rake in more ad revenues for his buddy. It can be a competitor of the published page who’d like to set that page up as a shady self-clicker. It can also be unrelated to profit or competition, but rather a political protest statement, or even someone with a personal vendetta.
We’re not talking bankruptcy here. It’s rarely disabling. But it’s a host of other adjectives, including annoying, frustrating, and ultimately perhaps viral.