Over the past few years, starting an online business has become more and more complicated. You have to factor in the site’s position on search engine results page. Then, you have to establish a strong presence in social media. It’s become the norm to hire influencers to widen visibility. Of course, there’s also the different type of ads which are complex but necessary.
On the bright side, there are plenty of online businesses that have set great examples of success. You don’t have to have a massive budget to learn from them. With an effective web design and proper techniques, small businesses can thrive, too. Here’s how:
Bring the Products to Them
When people buy products online, they’re usually looking for something specific. They would use the search bar, add the product to their cart, and checkout. But there’s a way that you can convince them into buying something they don’t know that they need yet. This is where the recommendations page come in. One company that’s perfected this? Amazon, the most valuable brand in the world.
When you log into your Amazon account, you’ll be directed to a page curated according to your history. One of the first things you’ll see is the recommendations, recently viewed products, and deals of the day. Immediately, you’ll see something that you’re interested in. This is unlike other online stores where you’ll just be directed to the site’s home page. There may be promos and new products there, but you may not be the target market. According to a study, this strategy is a key factor into Amazon’s success. Around 35% of their sales can be traced back to the recommendations page.
You don’t have to copy Amazon’s complex algorithms to use a similar strategy. There are designers and platforms that make it easy to add a recommended section to websites. Your job is to input as much information about the product as possible to make the recommendations accurate.
Get the Timing Right
Even if you’ve planned everything down to the smallest detail, it won’t mean much if you don’t get the timing right. People’s attention may be on a completely unrelated event. Or your products or services are not addressing the current needs. You may have a seamless launch but if there’s not a lot of interest or attention then you won’t get the results you want. This is what Rihanna’s Fenty Beauty understands.
The successful makeup line was launched during New York Fashion Week. The company took advantage of the events and appearances by influencers and models by launching the brand with a big party. Celebrities tried the products on and posted the results on their social media. With just a single event, the brand got publicity offline and online. Rihanna also launched a skincare line in July, when people are more concerned about their skin than their lipstick.
You don’t have to have Rihanna’s connections to do something similar for your business. The important thing is to pick the right time and date so the launch will make as big a splash as possible. For example, if you sell clothes, launch a new line ahead of the holidays. People can order your products as Christmas gifts for themselves or their friends. When you think about launch dates, prioritize addressing people’s needs.
Provide Different Options
One of the best things about shopping online is the convenience. You don’t have to spend time looking for a parking spot. You also don’t have to go through different aisles to find what you’re looking for. There’s also no need to wait in long lines to pay. But it doesn’t stop there. Thanks to tech, there are more ways to make things more convenient for consumers. Take Walmart, for example. The department store chain has provided its customers with different options to shop. They can have their groceries delivered online or picked up. There’s even an option to reserve a time slot so you can minimize the chances of contact with other people. Besides that, when you pick an item from the site, you’ll see similar, cheaper alternatives.
People have different needs and different situations. For some, it may be more convenient to pick up their orders than have it delivered. The important thing is to understand their demands and find a way to address them.
The good thing about e-commerce is that there’s room for small and large businesses. You don’t have to have the resources of a multinational company to thrive. But you can take a page from their book and incorporate them into your strategy.