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Complete E-Commerce Brand Management Guide for Successful Online Sales

Branding involves creating a unique identity for a business. With the ever-growing shift to the online space, and e-commerce sites mushrooming each day, e-commerce brands have a lot to gain by differentiating their businesses from the competition. It has become increasingly vital to develop brand management strategies relevant to the times, unique, and consistent in all the customer touchpoints.

At Brand Auditor we have done hundreds of E-commerce Store Audits for online drop shippers, artists, fashion brands, electronics, and further businesses in various industries. Based on millions of customer feedback data, we can confidently tell that brand has a significant impact on the success of an e-commerce business.

A brand is a representation of the business. No matter how good your product or concept is, without proper branding, it misses the mark! So, how do you go about brand management for e-commerce businesses?

Plan the brand identity of your e-commerce store to resonate well with your target audience

Your target audience is the most crucial factor in your business. Your business is built for your customers. You, therefore, need to understand your target audience. Know the characteristics of your target customers like their personalities, interest, income, etc. The needs and preferences of your customers should dictate your business decisions if you want to set out on a path of success. 

When you know your customers, you are more likely to be focused on developing strategies that work efficiently. So, how will you know your customers? You can analyze trends and analytics from previous interactions with your customers. 

Understand when customers abandon products in carts, when they make the most purchases, and which items they buy the most. Knowing all this will put you in a better place to provide personalized experiences for your customers. 

You will know what tweaks to make to your products or services to meet the needs of your audience. Any aspect of the brand image should have the customers in mind. That will help to create a meaningful relationship that fosters loyalty. 

While it is necessary to focus on catalogs and products, it is also equally- if not more, important to ensure that everything is done with the customers at the top of the mind.

Regularly audit the brand effectiveness of your e-commerce business, to make sure it is in line with customer expectations

If you have doubts about the brand effectiveness of your e-commerce business website or app, then it is a great idea to audit what your potential buyers like and dislike about various aspects of your business.

Our E-commerce Store Audit helps to understand what your target customers think about your e-commerce website. Is your product selection in line with expectations? Is it easy to find products that your buyers are looking for? Are your store policies establishing trust and confidence? Is your store branding helping sales or just repelling potential buyers?

Each selected scope of your analysis will add a separate page to your report with the following information:

  1. Score ratings of 4 micro-aspects (1 to 10) by your respondents
  2. Score ratings of similar brands benchmarked with your scores
  3. Comments and feedback received from your respondents

The audit is user-configurable, enabling various targeting and audit scope options.

Selectable audit scopes are: 

  • Products 
  • Search & navigation 
  • Brand experience 
  • Store credibility 
  • Fulfillment & policies 
  • Checkout experience

Build the online footprint of your e-commerce brand with PR, referrals, and paid traffic acquisition

In this digital era, having a masterful online presence has become more significant than ever. People go online to find products and services. Therefore, you have to be there for them to see you. An online presence has the advantage of having a broad reach. When built successfully, it can increase brand awareness significantly.

Building an online presence may require tons of time and effort, but the returns on investment are worth the hassle. To develop your online presence, you should start by creating an impressive website. Have a place to direct potential sales from your marketing campaigns. It is necessary to have a user-friendly and aesthetically pleasing website. 

You can hire the services of a talented web developer to help you create a website that will capture the attention of your target audience.

Furthermore, consider having a presence on social media platforms. Have a social media marketing strategy that could include onboarding influencers to push your products and services to their extensive following.

Master the content calendars, posting timetables, and all other social media jargon. You could consider hiring a marketing agency that will assist your business in navigating the online consumer perception insights. A brand auditor will help you know how efficient your online presence is and the best practices to improve your visibility to your target audience. When you are at the top of your customers’ feed, they are more likely to want to interact with you.

Growing your e-commerce brand with Google Ads & Facebook Ads

Investing in Google Ads and Facebook Ads is also an excellent way to acquire large volumes of traffic. When doing paid ads, or any kind of paid digital marketing to grow the brand of your e-commerce business, having top-quality ads and precise targeting is crucial.

The online space is busier and saturated than ever, with thousands of new e-commerce startups trying to make a brand for themselves. People are proactively trying to hide ads, and the latest iOS feature that enables to opt out of Facebook ad targeting cookies did not make life easier for advertisers either.

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Photo by Andrea Piacquadio on Pexels.com

Optimize for seamless product search and navigation experience on your e-commerce website

The importance of optimized product searches cannot be stressed enough. Customers prefer to search for things online. eCommerce sites are technically competing for the coveted prime real estate of search engine results. Having an optimized product search ensures that your page ranks higher and that more traffic can drive to your site leading to more conversions. Optimizing your products search will give you an advantage over your competition as it will lead to more exposure.

One of the most critical things in optimizing product searches is having strategic keyword usage. Keyword research is the best thing you could do in your product page optimization efforts. Try to use words that users are likely to search for when looking for similar products. You could take advantage of tools like Ubersuggest that help in finding keywords that most customers use.

How to increase the e-commerce conversion rate on your web store?

High conversion is the holy grail of all e-commerce business owners. Slight improvements in conversion rate can make enormous differences in sales and revenue. Increasing the conversion rate from 1% to 1.5% means that you just increased sales by 50%.

Even better, the e-commerce conversion rate for online stores has nothing to do with customer acquisition costs – although acquiring better quality traffic might cost more.

The best approach to increase conversion rate is to improve the brand experience of your e-commerce store, which will result in:

  • Increased engagement
  • Improved user experience
  • Increased trust
  • More shares
  • Increased conversion rate
  • More revenue

Most e-commerce startups do not employ a branding expert, which is quite apparent in their brand experience metrics. Our E-commerce Store Audit results show that over 75% of market research respondents who gave feedback regarding the various brand experience aspects of our e-commerce clients were disappointed with the overall brand qualities.

Branding is often the lowest-rated quality of online stores.

Orbelo statistics show that 69.57% of shopping carts are abandoned. Therefore, optimize the checkout process by offering various payment methods, allowing guest checkout not to discourage first-time buyers and remove unnecessary costs and fees. 

Consider doing a brand audit to help you patch up any possible cracks with your checkout process. You could also consider saving cart content when customers abandon them. That ensures that they can get back to the products without having to browse the site again. 

Integrate brand and marketing communications into your e-commerce traffic acquisition 

Integrated marketing communication essentially means that all your promotional tools are sending the same message. All your marketing tools need to be linked together to create consistency in your brand. Also, ensure your marketing efforts need to be in harmony to speak with one voice and reach the same goal. That helps to build trust and recognition of the brand.

This is a widely adopted 2-in-1 e-commerce brand management strategy, that not only works to get traffic to your online store but also helps to build brand recognition for your business by every impression.

Having all the promotional tools in sync makes it easier to resonate with the audience since there is consistent delivery. When you use more than one channel to communicate the same message, you are more likely to reach a wider audience. 

This multipronged approach to marketing ensures that no potential customer is left out in the cold. With integrated marketing communication and your message reaching a broader target audience, your business will likely rake in more revenue and increased profitability.

Optimize e-commerce brand experience for loyalty, referrals, and repeat sales

Optimizing customer experience is king in brand management. Brand experience is one of the major differentiators between brands. A business that prioritizes experience will for sure stand out. Great customer experience increases sales conversions, fosters customer loyalty, and leads to higher client retention. Happy customers are usually willing to shout from the rooftops about their experiences and referring friends and family to your business.

You can optimize the brand experience by rewarding customer loyalty. You could even give them special perks like early access to products to show them that you appreciate their patronage. It is also crucial to engage with customers to enhance their experience. You can do this by implementing feedback to know the area that you can do better.

Artificial Intelligence like Chatbots also comes in handy in answering FAQs. Optimizing your site for mobile use and speeding up the load time is also essential in ensuring the best brand experience.

Wrapping up

Building a unique, recognizable, and trusted brand is the most important thing you could ever do to your business. Customers trust and will always buy from eCommerce sites that promise consistent positive experiences!  

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