Your eShop account includes a variety of marketing tools to help you attract potential customers and boost sales, so here’s a guide to what’s on offer. The provision of marketing tools does vary slightly across the eShop and eBooking range, so please check the website to find out which tools are available with which packages. For the purposes of this article, we’ll assume you have an eShop Enterprise and therefore have access to them all.
Search engine optimisation
Your eShop has been tailored to the requirements of search engines such as Google and Bing to ensure that people find you quickly. You can also create an XML site map under the “Marketing / Google registration” menu item in your eShop back office, so that the next time Google visits your shop it will read the XML file to obtain an optimal overview of your shop.
Short URLs, which are generated automatically for you, ensure that instead of a cryptic database number every category and every product gets a URL consisting of your shop’s domain and a category/product name. Thanks to a URL such as www.pharmacare-direct.co.uk/blood_pressure_monitors/Omron_M10 (created by one of our customers) Google can more precisely associate the page with the relevant search terms. Your customers also benefit from this feature, since such URLs in Google search results are more persuasive and thus more likely to be clicked. You can modify the short URL of any product or category by changing settings as follows:
In the “Description” sub menu on the same tab, you can also use HTML meta tags to present relevant product-related keywords to search engines.
Selling via product portals
Customers often use product portals such as Ciao, shopping.com and Google Product Search to find the best prices for a particular product and to read reviews written by fellow customers. To help you reach these customers, your eShop has been preconfigured to interact with several of the most common product portals. Simply access the “Marketing / Product portals” menu item to activate those portals you wish to use for advertising:
In the settings for a given product portal, you will see (at the top of the tab which appears) all the information you need to register your shop with a given provider. Click on the registration link to reach the portal page, where you can create a merchant account and post your shop’s URL.
During registration, the product portal will issue you a one-of-a-kind access ID or a user name and password. Enter this data into the appropriate area in your back office. Please make sure that you transfer all data correctly.
Now you just have to access the “Products” tab to define which products should be offered via a portal. Using the tray allows you to enter a lot of product numbers in one go. You can find more information about the tray in the first article in this blog series: A tour of your shop back office.
In the Marketing menu, you will find several European certification providers such as TrustedShops and SafeBuy. After checking your shop, these providers will issue a certificate that you can integrate into your shop, thus demonstrating to potential customers that they will be in good hands. Your eShop already meets the technical requirements specified by certification providers, which paves the way for a quick and easy registration. Following successful certification, you can access the design menu to insert the corresponding logo as a page element on your website.
Boost your average order value (AOV) by suggesting products which are similar to the goods customers have already selected – we’ve all seen those ‘customers who bought this also bought these’ promotions. You can either use the automatic cross-selling function (in the “Products / Product settings” menu) or assign suitable related products to each product in your settings. In the case of automatic cross-selling, the system supplies appropriate suggestions based on the shopping behaviour of other customers.
Newsletters and coupons
Use promotional coupons to create an incentive to buy. To create a voucher, access the “Marketing/Coupons” menu. Create a new campaign, give it a clear name such as ‘January Sale 2011′, and adjust the settings to suit.
You can specify percentage-based or cash value discounts, stipulate a minimum purchase amount or make your campaign a limited-time offer.
Would you like to use the same coupon for your campaign and, for example, insert it into a flyer? If so, specify that codes are valid for more than one purchase.
Now it is a matter of generating the codes for this campaign. Either enter an easy to remember code manually or have a quantity of your choosing generated automatically.
Now you just have to distribute the coupons to your customers. A really effective way is by including them in a newsletter that you can you send to existing customers and/or interested parties. To make your newsletter, access the “Marketing/Newsletter” menu.
Create a campaign—“January Customer newsletter”, for example. Click on Save and then on the new entry. Enter your sender data in the “General” tab and activate the campaign so that customers can subscribe to your newsletter.
Now write the e-mail itself in the “Newsletter” tab. In e-mail options, you can use an editor to conveniently enter and adapt the content.
Would you like to send each recipient their very own coupon code? If so, just link the newsletter with the corresponding coupon campaign. Insert a placeholder at the position in your e-mail where the coupon code should ultimately appear.
You can also specify a date for the e-mail to be sent or opt to send it manually.
Complete control with Google Analytics and etracker
Monitor the effectiveness of your marketing measures by integrating Google Analytics or etracker. Switch to the “Marketing” menu and then choose one of the providers.
You should see a link to the provider’s registration page and the information regarding your online shop that will be required for registration. Set up an account with the provider of your choosing and then enter the registration data they provide in your back office.
Once you’ve set up the tracking, you can check how many people visit your shop every day – or leave without making a purchase – as well as analyse your customers’ browsing habits, making it easier to respond to your customers’ needs.