The Swanky Agency Talks Digital Strategy
Local ecommerce experts Swanky, who have worked with brands such as Saltrock, Kettle Crisps and Itsu, share their thoughts on what makes an effective digital strategy.
There is no doubt that to succeed in the present-day business world, your brand must have a strong online presence. But how can you ensure your website stands out from the rest? As certified Shopify Plus Experts, our goal is to help ecommerce businesses boost their revenue, reputation and overall success by adhering to a powerful digital strategy.
As every business is unique, it is important to build a strategy which addresses how your target customer finds and connects with you. The strongest businesses begin by establishing a solid research foundation through assessing their current sales pipeline and understanding their target market.
One useful way to think about your customers’ journey is in terms of a funnel. Essentially, you start by attracting large amounts of traffic to your website (the wide end of your funnel) through strong SEO and advertising. Your goal is then to filter as many of these visitors as possible through to purchase.
To shed some light on the challenges faced by companies, we asked businesses to share pressing questions regarding digital strategy…
Peter Caputa IV (CEO of Databox) asks:
“What are the most important metrics to monitor for an ecommerce business?”
Your store’s average order value and overall conversion rate are effectively the clearest indication of your business’ performance and potential. We recommend tracking your progress using Google Analytics. This free platform allows you to measure not only your conversion rate but also other key indicators of traffic success, helping you identify areas of your digital strategy that could be improved.
Steve Hutt (Founder of eCommerceFastlane.com) asks:
“How does an ecommerce store’s maturity factor into the best digital marketing strategies to fuel growth?”
Mature stores will likely generate a higher amount of traffic from search engines and hence have a higher baseline of income, allowing them to invest more in paid advertising and to potentially grow faster. For newer businesses, we therefore recommend fuelling growth by becoming a specialist in your area. Become familiar with your customer base and be very deliberate with how you are selling products to them specifically. For example, if you are a camping store, focus on your target market by carrying stock that sits within their category of interest, rather than diluting your customer types by stocking other products (e.g. sports equipment) where there is only a partial overlap.
Paul Clapp (Founder of Priority Pixels) asks:
“How do ecommerce businesses use digital mediums to collect data on customers and what impact will GDPR have on this?”
Until recently, ecommerce businesses have worked to capture large quantities of data about their customers, mainly through saving users’ personal information during checkout and incentivising customers to provide personal details in exchange for benefits such as product discounts or educational assets. Businesses have then used this data to understand and identify their target market and advertise to them directly through automated emails and newsletters. However, GDPR (the General Data Protection Regulation) will legally oblige companies to be more transparent with website visitors regarding what data is stored and send out information only to those who have opted to receive it. We recommend being mindful and transparent about the data you handle in order to retain their trust.
Swanky’s expert team are passionate about helping ecommerce businesses ensure their digital strategy is optimised for success. Please get in touch on www.SwankyAgency.com if you would like to find out more.