Omnichannel eCommerce Strategies That Turn Browsers Into Customers


Statistics show that the eCommerce industry was worth $3.5 trillion in 2019. As online shopping becomes more prevalent, this number is expected to grow and grow.

Therefore, if you're considering starting an online business, now is a good time. However, if you haven't taken on this kind of business before, there are certain skills you may have to acquire.

One of these is the art of turning a casual browser on your webpage into a paying customer.

Read on as we share some key conversion strategies for omnichannel eCommerce.

What Is Omnichannel ECommerce?

"Omnichannel" is a term that can be used in respect of all types of commerce. Essentially, what it means is that a seller is operating with numerous selling platforms, rather than just one.

For instance, a business that sells goods online, over the phone, and in a physical store is an omnichannel business.

Ideally, sellers should design these channels as part of a single system. This gives customers an integrated shopping experience.

Omnichannel eCommerce applies this principle specifically to the world of online shopping. The idea is that you sell your product through multiple online channels, maintaining a seamless customer experience throughout.

What Is the Difference Between Omnichannel & Multichannel?

Another term that you may have heard of is "multichannel." The meaning of this word is similar to that of "omnichannel," and the two words are indeed similar. However, there is an important distinction between them.

A multichannel business is one that operates over several channels. However, with a multichannel business, there is no necessity for these to be integrated.

The key difference with an omnichannel business is that all selling platforms are integrated, giving the consumer a blended purchasing experience. For example, with an omnichannel approach, a customer should be able to fill their shopping basket online and then pay for their goods over the phone without having to tell the seller what they want to buy for a second time.

Key Conversion Strategies in Omnichannel ECommerce

Once you have a grasp on the basics of omnichannel eCommerce, the next step is to refine your approach. Make no mistake, omnichannel eCommerce can be challenging.

The following tips should help you to streamline your approach.

Prioritize Variety

There are a lot of potential eCommerce channels out there. To maximize your selling capacity, you need to use as many as you can.

The logic here is simple. Not every buyer uses every online platform. If you limit yourself to one or two online channels, you're going to be missing a lot of potential customers.

Some people may do all their online shopping on Amazon, while others may prefer to visit the websites of retailers. By keeping your offerings consistent on both of these channels, you'll be able to maximize your selling potential in respect of both.

Use Influencers

Social media influencing is an industry that has exploded into worldwide relevance over the last decade. This marketing approach has made many social-media-savvy youngsters rich, but it has also added huge value to many different types of businesses.

Onboarding a couple of suitable influencers could be an important step for your omnichannel eCommerce business. It's a relatively novel approach that is proven to resonate with younger demographics in particular.

It may also be more cost-effective than other types of marketing. Some influencers will be happy to review your products for free if you send them a sample.

Customize Your Approach

As noted above, using multiple channels is key to success. However, if you do this, you must make sure to customize your approach to each channel. What works perfectly on one channel may come across as jarring on another.

Firstly, consider the type of media that dominates on each selling channel.

If you have an active presence on YouTube, you'll need to create a lot of video content for this. This may carry over to Facebook to a certain degree, but you'll also need a lot of text-based content to accompany your video to stay relevant here.

You should also consider optimization for different devices. When setting up your online store, make sure you have a mobile and a desktop version.

Interact With Users

Social media breaks down the barriers between businesses and clients.

It enables massive corporations to interact with retail clients directly. The whole world can then see this.

Clever marketing departments have already begun to realize the value of this. Big businesses interacting with customers is a good look. It will create new business if done right.

If a customer makes a complaint on your social media page, use it to your advantage. Address them by name, apologize profusely, and clearly set out what you're going to do to fix the problem.

Every business makes mistakes. Showing the world that you're willing and able to fix yours will work wonders for your brand.

Equally, if a customer has something good to say about you, broadcast it. Share positive social media posts as much as possible (with the original poster's permission, of course).

Learn From the Best

Top international brands invest significant time and resources in perfecting their omnichannel commerce approach. Whether it's advertisement, shipping practices, customer interactions, or online content creation, you can be sure that multinationals will be the ones leading the way.

The beauty of this for smaller businesses is that where they lead, you can follow. Keep track of the most successful omnichannel businesses, and try to pick up elements of their approach that you can use.

Making the Most of Your New Business

Starting a new enterprise can be a challenging process, especially if you're new to the world of business.

However, omnichannel eCommerce is a booming industry right now. With the right approach, your chances of success are as good as they'll ever be.

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