{"id":30989,"date":"2017-01-21T14:25:54","date_gmt":"2017-01-21T14:25:54","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2017\/01\/21\/marketing-elements-storefront-absolutely-needs\/"},"modified":"2017-01-21T14:25:54","modified_gmt":"2017-01-21T14:25:54","slug":"marketing-elements-storefront-absolutely-needs","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/marketing-elements-storefront-absolutely-needs\/","title":{"rendered":"Five Marketing Elements Every Storefront Absolutely Needs"},"content":{"rendered":"

\"eCommerce<\/p>\n

 <\/p>\n

Looking to market your eCommerce store? While external campaigns are certainly important, what you do <\/span><\/i>on <\/i><\/b>your storefront matters just as much. Here are some tips.<\/span><\/i><\/p>\n

 <\/p>\n

Picture this – a new store has opened up in a nearby shopping center, and you trundle over to have a look. The moment you step through the door, you\u2019re immediately turned off. \u00a0It\u2019s immediately clear whoever owns the store doesn\u2019t really know what they\u2019re doing.<\/span><\/p>\n

 <\/p>\n

The sales staff are pushy, rude, and lack knowledge about what they\u2019re selling. The store\u2019s barely maintained, with bad lighting and a general lack of maintenance. And the products look shoddy and poorly-designed.<\/span><\/p>\n

 <\/p>\n

You probably wouldn\u2019t ever shop at that store again, right?<\/span><\/p>\n

 <\/p>\n

Now imagine what that store might look like as a digital storefront. Poorly-written or barely-present product descriptions, a lack of product photos, and so on. It\u2019s more common than you\u2019d think in eCommerce<\/a>. You need to make sure your storefront doesn\u2019t look like a dive – and the first step in that is to ensure you\u2019re including certain marketing elements.<\/span><\/p>\n

 <\/p>\n

Related Products & Categories<\/strong><\/h2>\n
\n

You might think that people browse digital storefronts very differently from how they browse physical ones – but that belief isn\u2019t entirely correct. Let\u2019s say, for example, someone\u2019s shopping for wallpaper for a new house. They\u2019ll probably examine several different options, and maybe even look at flooring or kitchen appliances, as well.<\/span><\/p>\n

 <\/p>\n

By including a Related Products option, you\u2019ll equip your storefront with the ability to imitate how people browse in brick-and-mortar locales, and greatly increase conversions as a result. You might also want to consider incorporating Category navigation, as well. <\/span><\/p>\n

<\/h2>\n

Search<\/strong><\/h2>\n
\n

Occasionally, people go to a store knowing exactly what they\u2019re looking for – but not knowing exactly where to <\/span>find <\/b>it. In a physical store, they\u2019d go to a sales rep and ask them. In an eCommerce store, that\u2019s not really an option – which is why you need a search bar. Allowing people to do a keyword search in your store will make it way easier on your customers – and <\/span>the more pleasant you make things, the likelier they\u2019ll be to return<\/span><\/a>. <\/span><\/p>\n

 <\/p>\n

Reviews & Testimonials<\/strong><\/h2>\n
\n

61% of customers<\/span><\/a> read online reviews before they commit to a purchase, and leads with access to both reviews and Q&As are 105% likelier to convert<\/strong><\/span>. That\u2019s <\/span>huge<\/b> – and it means that if your storefront <\/span>doesn\u2019t<\/b> allow customers to submit reviews, there\u2019s a good chance a large portion of potential leads will instead go to a different store that <\/span>does.<\/b><\/p>\n

 <\/p>\n

Here’s a great example on the Home Depot website:<\/p>\n

 <\/p>\n

\"Product<\/p>\n

 <\/p>\n

By allowing customers to post reviews, you\u2019ll provide a window through which your most loyal visitors can tell everyone else how great your brand is. Not only that, you\u2019ll generate a ton of free, searchable content. <\/span>And<\/b> if you decide to post video reviews, you could dive into using YouTube as a marketing platform – and <\/span>maybe even make a bit of additional money through it, too<\/span><\/a>.<\/span><\/p>\n

 <\/p>\n

Quality Photos<\/strong><\/h2>\n
\n

You\u2019ve doubtless heard that old cliche that \u201ca picture is worth a thousand words.\u201d Especially in eCommerce, it holds true – <\/span>people remember 80% of what they see, and just 20% of what they read<\/span><\/a>. That means that no matter how good your product descriptions are, if your photos are low-quality, you\u2019ll lose out on business.<\/span><\/p>\n

 <\/p>\n

Here’s another good example of product photos on the Home Depot site:<\/p>\n

 <\/p>\n

\"Great<\/p>\n

Hire a professional photographer to capture some beautiful snapshots of your products. Trust me, it\u2019s worth the cost. It might also be worth your while to look at a few competing storefronts to see how they present their own product photos.<\/span><\/p>\n

 <\/p>\n

Lastly, <\/span>make sure you optimize them, too<\/span><\/a> – you might be surprised how many potential leads you could bring in through image searches. \u00a0<\/span><\/p>\n

 <\/p>\n

Local Search Information<\/strong><\/h2>\n
\n

56% of mobile searches are made with local intent<\/span><\/a> – and the majority of those searches end in a purchase. Especially if you have a physical storefront, your digital store needs to include information such as your address, home city, phone number, and so on. This also makes it easier for customers to contact you if they\u2019ve a question about a product or service.<\/span><\/p>\n

 <\/p>\n

Closing Thoughts<\/strong><\/h2>\n
\n

Marketing campaigns are important – but you need to make sure you\u2019re optimizing your storefront, too. Incorporating the above elements will not only make for a better overall experience, but also help you rank better on search engine. And by using a platform like <\/span>Shopify<\/span><\/a> or <\/span>Magento<\/span><\/a>, you can incorporate everything here with ease.<\/span><\/p>\n

 <\/p>\n

Author:<\/strong><\/p>\n

Christina Coons is a professional digital marketer at Northcutt<\/a>, an inbound marketing agency. She specializes in e-commerce, social media, and public relations, and spends her days helping brands succeed online.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Looking to market your eCommerce store? While external campaigns are certainly important, what you do on your storefront matters just as much. Here are some tips.   Picture this – a new store has opened up in a nearby shopping center, and you trundle over to have a look. 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