In any business, eCommerce or not, customer acquisition is the fuel that keeps the cogs turning. But growing your online business and gaining new customers consistently takes more than throwing down budget on paid ad campaigns, publishing content and ensuring your metadata is up to scratch. How can a customer acquisition platform help eCommerce businesses get ahead of the pack in and overcome the ever-increasing challenges we’re facing in the digital landscape?
The great eCommerce challenge
We’ve reached a critical turning point in the world of eCommerce over the last 12 months, and it’s been a tough ride. To indicate just how widespread online retail has become, a recent study by Statista found that the number of people who shop online in 2021 has tipped 2.14B, which is over a quarter of the world’s total population. In Australia alone, 7.4M households shopped online in the first four months of this year (up 5.5 YoY).
Customers are expecting more from online retailers, they’re enjoying seemingly endless choices, and search engines have become saturated. Markets are suffering from increased uncertainty that comes part and parcel with an ever-evolving industry. On top of this, retailers who think outside the box and adopt cutting-edge acquisition tech are monopolising markets, leaving those who don’t in their wake.
A customer acquisition strategy that leverages the power of cutting-edge technology will help eCommerce businesses react quickly to these fast-changing consumer patterns and preserve resources at the same time.
How can LUX’s customer acquisition platform help my online business?
Optimising user experience improve ranking with multi-product landing pages
Did you know that users who land on a single-product landing page are more than twice as likely to bounce? (Monetate eCommerce)
As we enter a more holistic phase of eCommerce, where online shopping is viewed as an experience rather than a transaction, user experience should be at the forefront of your landing page layouts.
Particularly for large eCommerce stores, building thousands of highly personalised multi-product landing pages targeted to specific longtail search terms is a near-impossible feat for internal marketing teams without the tech behind them to make it happen efficiently and without friction.
Let’s compare a single product landing page with a LUX Organic multi-product landing page to demonstrate how displaying more than one product on a page can help you rank.
Below you can see a LUX multi-product Smart Page for Adore Beauty. The page ranks in position one for the focus keyword organic night cream.
Compared with a single product landing page that ranks in sixth place of organic search results:
Longtail UX helps large eCommerce stores develop tens of thousands of new LUX Smart Pages in as little as 90 days, that put more of your products in the ‘storefront’ window. LUX’s Customer Acquisition Platform offers a unique and personalised experience for users who land on your site from a Google Ad, Shopping Ad or through organic search. The end result is accelerated market share growth, higher ROAS, better page performance and a truly unique customer experience (all achieved without exhausting your internal resources).
Implement dynamic internal linking for product pages at scale
Internal links are typically integrated into a site’s core navigation but very rarely into product pages. Why? Because single-product pages are designed to achieve one thing: convert. Not lead a potential customer down the garden path.
If you can pull off a multi-product landing page strategy, then these conventions won’t necessarily apply. Binding multi-product pages together with links to ‘like’ or complementary products will streamline a user’s journey to purchase, making you much more likely to convert.
What would it mean to achieve this internally? Realistically, you’d need a dedicated digital marketing team that knows how to manage out-of-stock products and promotions, avoid overcompensation, manage broken internal links, minimise redirects and do it all at scale and down to an individual product level.
LUX’s contextual proximity system is designed to take all the resource-hungry heavy lifting out of internal link building by binding your native site pages, and LUX Smart Pages together. Once implemented, your internal linking strategy becomes a well-oiled machine requiring minimal effort and resources on your end by dynamically evolving with your product feed, page creation and keyword research.
Minimise bounce rates and maximise conversions for your paid ads
A poorly designed paid ad landing page can reduce user experience, lower conversion rates and decrease customer lifetime value (LTV), causing your bounce rates to skyrocket. Where high bounce rates hit the hardest is in your PPC advertising, where the primary goal is to convert.
High bounce rates indicate your ads are optimised and working as they should be, but your landing pages miss the critical elements needed to lead a user to purchase.
Google Shopping Ads follow a very unique set of standards because the ad itself does a lot of the qualifying before a potential customer enters the site, displaying an image, title, price, and your business name on the ad in the SERPs. A user who clicks on your Shopping Ad knows what to expect when they land on the page.
Yet, many online retailers struggle with getting conversions, lowering bounce rates and minimising pogi-sticking. In fact, after analysing 15,000 Google Shopping Ads, SearchEngineLand found:
- 66% of users who clicked on an ad for one product ended up buying another.
- 30% of users bought products by the same online retailer but from a different product category.
- 36% of users bought products from a different retailer.
There’s a clear disconnect here. Shopping Ads pose a challenge for marketers who implement conventional means of advertising because while providing users with multiple options has proven to convert, they still need to spotlight the advertised product.
How do you put more products in your ‘storefront’ window to keep users on your page and eventually convert?
In addition to highlighting the main product from a Shopping Ad, a LUX Shopping Smart Page displays multiple products that match a user’s search intent above and below the fold.
For example, a user types a non-brand search term into Google baby car seat australia, and lands on an ordinary Shopping Ad landing page:
VS a LUX Smart Page:
A multi-product Shopping Smart Page achieves higher conversions, lower bounce rates and faster revenue growth. These additional products dynamically evolve according to factors like product feed updates, stock levels and ongoing keyword research.
What this means for large eCommerce stores is that they can still display multiple products that match a search intent without taking away the focus from the highlighted product. Implementing LUX Smart Pages on Shopping Ad landing pages achieves an average of 30-80% higher conversion rates without putting enormous pressure on your internal teams.
For large eCommerce stores, it’s not enough to simply focus efforts on retaining customers. To grow market share and remain competitive, online businesses must allocate resources to get new customers. Want to know how Longtail UX can help your online business overcome digital challenges and scale fast? Talk to us today.