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Paul Hogg, director of strategy and digital development at Social B, explains how companies can use online channels to sell their products or to foreign customers.
You’re set up the way you need it. Traffic is increasing. You’ve spread to other countries. Sales are starting to increase.
And now? How do you build it correctly?
We have worked with many corporations in this specific situation. As long as the offer and marketing message are correct, a successful scale of an online page reaches four spaces of interest:
1 Watch your speed
As a general rule; the more a company grows, the bigger its website.
All in the area of e-commerce to be the next Amazon (and rightly so).
But, as many corporations and marketing specialists are striving to expand their online page with more offers and additional features, one very important thing will have to evolve at the same time:
Page speed.
Few things in e-commerce and virtual marketing give the best effects at low prices and the speed of its component.
According to a 2018 study through Google, 53% of cell phone users leave a site that takes more than 3 seconds to load. In addition, a 2017 Akamai exam shows that each and every one hundred milliseconds of online page load waits can reduce conversion rates by 7%.
There are dozens of studies and examples that I can only cite, but the key topics are:
2 Know your funnel
A marketing funnel is difficult to analyze when consumers give up on the purchase process.
When you install Google Analytics on your website, transfer it to enhanced e-commerce if it’s a WooCommerce store, the additional feature is valuable.
Once enhanced ecommerce is set up, wait a few days, then move on to Google Analytics, switch to Conversions – Ecommerce – Purchase Behavior.
This report will indicate where visitors are and take the next step (for example, showing products but adding them to the basket).
Depending on what you see here, you should ask yourself, “If I were my client, why wouldn’t I take the next step?” (Council number four, answer this question).
If you’re more like lead generation than e-commerce, use the funnel tool for goals in Google Analytics or funnels in Hotjar.
When boxes are internationalized, use segments in Google Analytics and follow the same tips. GA segments are beyond the scope of this article, however, here’s a perfect video explaining what they are and how they work.
3 Have an omnichannel approach
Imagine creating a difficult Instagram channel or Facebook page with tons of subscribers and sales, to be banned or make social media the next big news.
Now what?
It’s the danger of concentrating too much effort in one place. Now, I’m not suggesting too thin, but you should make sure you don’t put all your eggs in a basket.
That’s where omnichannel marketing comes in. Start with a channel, but grow once you start to see success.
Don’t just create your social media accounts, check how to put your fans on a mailing list. Not only does it depend on your public efforts to spread your brand, you also care about linkedIn’s distribution and advertising.
You can’t do everything at the same time, but you can prioritize:
With this information, you can fine-tune your efforts across multiple channels and introduce many new customers.
4 Don’t avoid asking questions
In my experience, this is the ultimate recommendation of all.
Analytics software like Google Analytics is fantastic and essential to the success of an online business, but it doesn’t tell the whole story.
The most productive marketing data you can get comes from the visitor himself.
The bounce rate can tell you HOW many people left without doing anything. Asking questions can tell you WHY.
Here’s how it works:
First, install Hotjar (you can have 3 heat maps, one hundred records, and 3 single surveys at the time of writing this article) and set up recordings.
Then take a look at your funnel in step 2 and set up heat maps on pages that other people don’t yet take in the next step.
Now create a survey and point to the same pages. This is where you can ask consumers themselves WHY they don’t take the next step.
One I like to use on product pages is:
“Quick — Is there anything to stop you from shopping today?”
The answers you’ll get to this query are value of your weight in passld. In fact, it would go on to say that it is worth paying for this data to get more out of it.
You can use a tool like WPForms to create a survey in you and ask others to answer certain questions in exchange for the ability to win an Amazon gift card (or equivalent, but who doesn’t buy on Amazon?).
Take this to ask them:
You can also ask questions about the received order/thank you page. My favorite to ask here is:
“Is there anything that almost stopped you from buying?”
You’ll need to prioritize through the language, so create segments in Google Analytics for your primary languages and look at your funnel and pages.
Those with a higher dropout or bounce rate are the ones who should ask questions about (as well as critical issues in the visitor’s journey).
You can seamlessly replace the language of your shapes, an add-on like WPML, and a smart-quality form add-on such as WPForms or Formidable.
By asking questions about critical topics like these, get some of the most productive marketing data possible.
You can get more tips on how to optimize your online page as a component of the International Trade Decompotor’s online sales acceleration program. This is a six-week opportunity presented to Yorkshire companies, free of charge, where I and other industry experts will show you how to use online channels to supply your products or to foreign customers. Apply to bit.ly/sellingonlineprogramme.
Enterprise Growth Solutions, in partnership with the Ministry of International Trade, is executing the contract for the European Regional Development Fund (ERDF), which offers 7.1 million pounds for the first time, as well as experienced exporters the Export for Growth programme.
Department of International Trade
Paul Hogg
Social B
Paul Hogg paints as head of virtual strategy and progression at SocialB, who runs paint workshops for the Department of International Trade’s online sales accelerator program. SocialB is helping corporations maximize their online potential and expand their virtual channels into a central set of marketing channels. Throughout his five years of experience in virtual marketing, Paul has worked with a wide variety of corporations and on more than a dozen e-commerce and lead-generating websites.