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Brand Management E-commerce & Online Stores Market & Economy News

When to Do a Brand Audit for Your E-Commerce Website?

Doing an e-commerce brand audit is highly recommended when you experience issues with sales, advertising, engaging, and retaining customers. The most common reason for not being able to build a connection between your e-commerce website and your potential buyers is that your e-commerce branding is off.

The audit assesses any interactions between the brand and the world and establishes the brand’s perception in the eyes of the customers, employees, and the entire marketplace. Conducting a brand audit is the first step in creating an effective marketing campaign. Externally it looks at the things like the logo, social media presence, email marketing, public relations, etc. With company brand being one of the core assets of any company, it is essential to know when to do a brand audit. Here are some instances that call for a brand audit for your e-commerce site.

Evaluate & analyise your e-commerce brand

Before getting into the details, here is a link to the industry-standard, market research-based e-commerce brand audit you can take any time for your e-commerce website. Configure your e-commerce brand audit from $500.

E-commerce conversion rate is low or decreased significantly

Conversion rates refer to the percentage of visitors to a website that complete the specific desired action of the site. It could be making a purchase, subscribing, joining a mail list, etc. Analyzing conversion rates is one of the most effective ways of assessing the performance of any marketing campaign. Analysis of conversion rates is an effective measure of the success rate and the return on investment (ROI) in any campaign. Seeing how vital conversion rates are for any business, a drop in conversion rates is bound to cause any business owner sleepless nights. 

When you notice that your conversion rates are low or decreasing, it may be time to conduct a brand audit. A brand audit will help you to pinpoint the exact cause of the reduced conversion rates. The reasons for low or a drop in conversions rates could be anything from lack of browser compatibility, failing to optimize for mobile devices, etc. A brand audit helps you to identify the areas in the conversion funnel that you can optimize. Typically, the audit will employ quantitative tools to gather numerical data on what exactly is happening in your e-commerce website. Some of the tools for collecting quantitative data are General analytic tools, Funnel tools, Customer Satisfaction tools, etc. After gathering all the quantitative and qualitative data, the brand auditors will then look into areas that need some changes to optimize conversion rates. 

Struggling with traffic acquisition: high cost per click and low interaction rate

Having traffic to your e-commerce is the first step towards having conversions on your website. Measuring web traffic is a common way of assessing how effectively your business is attracting its target audience. Cost per click (CPC) refers to the amount one pays for every click in their paid advertisements. CPC is a crucial marketing metric since it gives insight into how much your business pays to earn clicks. It is also helpful in understanding how good your ad campaigns are performing when compared to your competition. As a result, you can know which ad campaigns have the best returns on investment. 

CPC is a potent gauge for measuring ad performance. If you find that your cost per click is too inflated to your liking, you could consider doing a brand audit that will identify any room for improvement in your ad strategies. A brand audit will dissect your business to try to find the causes for a high CPC. There are several probable reasons as to why a brand could be having a high CPC. They could include high competition, the quality score of keywords and landing pages, or the general industry that your business is in. An e-commerce brand audit, or a marketing communications audit will reveal how to optimize your campaigns for higher engagement, and lower the average CPC. Strategies that the brand auditors may suggest are using long-tail keywords, improving your ad relevance and quality score, or testing new landing pages. All these changes will likely increase the interaction rate. 

Negative feedback and comments on social media marketing campaigns 

Social media is an effective mode of direct communication with your audiences. You get to know their thoughts, feelings, and perspectives of your brand. That said, the feedback from these platforms is not always rosy. Social media provides a channel for customers to air their complaints, and sometimes, even a single complaint could go from zero to a hundred and gain momentum to ruin your company’s reputation.  

An audit comes in handy when you find yourself in the line of negative feedbacks and comments on your social media campaigns. Doing an e-commerce or marketing communication brand audit is likely to be better placed in giving you the best tips for navigating such feedback without scathing your brand. 

What to remember when handling negative feedback is that you are better off responding rather than ignoring feedback. Deleting negative feedback will not make people abandon the opinions they have of your brand.

If anything, it could even lead to more negative comments! A brand audit helps to arrive at the root cause for the negative responses and ways to rectify the situation. 

High bounce rate from traffic acquisition campaigns

Bounce rate gauges the frequency at which people leave your website. No one wants to record high bounce rates. A high bounce rate means that you are either attracting the wrong visitors to your site. Or that the users of your site don’t have the best experience causing them to click out of your e-commerce webpage. Whatever the case, it means that there are problems with your strategies.

A brand audit will help you layout the best game plan for your website, which will result in lower bounce rates. Some of the schemes that a brand auditor could suggest are improving the readability of your content, improving the brand storytelling, speeding up the loading times, or using keywords that will bring in high-value traffic. 

Low engagement on product search pages

Engagement is one of the fundamental indicators of a successful website. High user engagement means that users enjoy your content, and they stick around long enough to absorb and convert. You are more likely to build a loyal customer base when the engagement is high. There will be more returning customers and higher conversions leading to more revenue.

Low engagement on your product searches could be an indicator of something wrong with your content. Your content may not be in line with the needs of your target market. A brand audit can help analyze the reasons for low engagement and the remedies that you can apply to make your content more appealing to your target audience. 

Wrapping up

The brand is the most prized asset in any business. It showcases the company values and makes the company more memorable in the customers’ minds. A brand audit is necessary for any e-commerce business that wants to stay relevant. It will help you evaluate your strengths and weaknesses to identify any opportunities for improvement. 

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Brand Management E-commerce & Online Stores

Essential Branding Strategies for Small and Niche Online E-Commerce Stores

Whether you are selling crafts, arts, antiques, or hand-knit stuff online – your branding is a very important element of success. E-commerce businesses that aim to serve a small market segment, or a small number of customers are largely dependent on customer closeness, relevance, and repeat sales – which can be all encouraged by great branding.

As the #1 brand audit solution for e-commerce businesses, and online retailers, we have consulted with hundreds of online business owners regarding their brands. With millions of market research data and feedback benchmarking in our databases, we can confidently share what makes a great brand for small online businesses.

Branding for small e-commerce businesses

Branding is not a reserve for only companies with big names and big branding budgets. Small business owners also need to have branding strategies that will help their business grab the attention of their target audiences, make them stand out among the competition, and ensure that their companies are memorable.

With online stores mushrooming every other day, developing an attractive brand with strong brand awareness and great customer perceptions is necessary for any business that wants to stay relevant and compete in the e-commerce arena. 

A great brand strategy for small online stores is to communicate the company values and building a strong relationship with customers who recognize you as an authoritative presence in your field.

Here are some of the branding tactics that small, niche e-commerce businesses could employ to get an edge over the competition and establish themselves as a known brand in their respective industries:

Small-volume niche stores need a more personalized branding approach

Customers love personalization. It makes them feel that they are not the cold and unfriendly pages of Amazon, but visiting an online store that was made with love.

In addition to excellent products and services, customers also want to interact with companies that see them, not just their wallets. Companies that engage customers are more likely to build a sense of trust with them.

Design your brand assets to reflect a cozy, personalized feel. These will be the backbone of the brand identity of your online business. Other than that, these elements will play a key role in both shopping and brand experience:

  • Logo
  • Color palettes
  • Typography
  • Iconography
  • Photography and graphics for marketing campaigns
  • Style guide that explains appropriate logo usage and tone of voice, among other things

Personalized brand and shopping experience

Providing your customers with a personalized shopping experience and putting measures in place that address their specific needs will set you apart from the competition. Nowadays, customers are busy. They are working more hours, and numerous things call for their attention when they get out of work.

According to Trustpilot:

  • 75% of online shoppers like brands to personalize their offerings and messages
  • 74% of consumers get frustrated by content that isn’t relevant to their lives
  • Your online conversion rate can improve by about 8% with personalized online consumer experiences

For most small online stores, offering easy contact options is the single most important thing to do. Similar to boutiques and small brick-and-mortar shops, customers want to get personalized advice and recommendations straight from the shop owner before choosing what to buy. In many cases, customers will decide about buying items based on conversations with the owner, which will make them feel comfortable.

To create a more personal feel to your e-commerce store brand experience, consider investing in information content – particularly videos regarding:

  • Product-specific tips and tricks
  • Strategies relevant for your audience
  • How do your products work
  • Useful ways to use your products
  • Unique uses for your products
  • How do your products differ from the competition
  • Ways to NOT use your products
  • Funny anecdotes and bloopers sent in by customers who use your products

Post your videos on your eCommerce site, social media networks, even email newsletters. This will help grow your subscribers over time.

Why? The simple answer is, video content engages online users, and instructional videos allow you to connect a human face to your brand. This increase in brand engagement helps increase conversions.

A personalized shopping experience makes it more convenient and faster to shop. Small-volume online stores can be more personal with their customers by having low-batch production and personalized approaches with their packaging.

Offering loyalty rewards programs will help customers feel like your company values their business. They will feel like you notice their patronage and will want to do more business with you. 

You could also consider sending personalized emails that have the personal touch. That could involve including your customers’ names when sending out email campaigns. You could also try to use a natural tone language in your marketing copy that speaks to your customers’ feelings. 

Another way that your business can offer personalized experiences to your customers is by segmenting your clients. 

Try to find characteristics to define your audiences. Then, send promotions that are relevant to their needs and interests.  

Project a more person-to-person feel in your marketing

Your marketing campaigns need to target individual customers. Leveraging personalization in marketing is a sure way to foster customer loyalty. Most companies that realize their revenue goals report to having personalized their experiences and campaigns.

The first step in creating a person-to-person feel in your marketing is having a deep understanding of your customer base. You need to understand their concerns, their challenges, and their motivations. It is helpful when using a data-based approach when trying to understand your customers.

Data should be at the core of all your marketing actions. You need to have demographic data on your target audience. Collecting behavioral data will help you understand your visitors’ actions on your site. Contextual data collection for each of your customers will assist you to know their unique characteristics, like what times they purchase most and what things they search for on your site. Collecting all this data will ensure that your marketing efforts react to the needs of your customers. You can hire a brand auditor to conduct market research on what your customers are saying and ways you can improve your services.

You will be more likely to make the best decision in your personalized marketing attempts since the said decisions rely on real-time data. Again, be keen on sending personal emails, newsletters, and operational messages that are laser-targeted to your customers’ needs and interests. The marketing messages should not be too pushy or salesy lest they end up in the trash can. Ensure that your emails offer value and address your customers’ problems.

Audit your e-commerce brand and optimize for a higher conversion rate

Your e-commerce success largely depends on the brand and user experience of your online store. Regardless of prices and products, buyers will abandon your store if they feel uncomfortable. The ability to audit and optimize brand and customer experience is essential for long-term e-commerce success – but most e-commerce startups and online retailers do not have the skills or budget for such analysis.

Brand Auditor makes the brand experience and e-commerce focused market research fast and affordable. During the auditing procedure, thousands of people will visit your e-commerce website to leave score ratings and comments regarding what they like and dislike about your online store.

What is included in this brand audit?

Our system lets you configure audits based on your preferences, targeting criteria, market research size and enables you to choose what aspects of your brand to audit. Prices and auditing timeframe are calculated in real-time, based on your audit configuration.​ Each selected scope of analysis will add a separate page to your report with the following information:

  1. Score ratings of 4 micro-aspects (1 to 10) by your respondents
  2. Score ratings of similar brands benchmarked with your scores
  3. Comments and feedback received from your respondents

Enable a high level of customization whenever possible

Customers love to feel that the products and services were made just for them. Customization is a feature that customers are willing to pay more to acquire. Customers are happier when they feel that they are receiving exclusivity. Customers feel like customized goods and services are more valuable. Customization tends to increase customer trust, loyalty and provide a perceived sense of service quality.

Customizing products and services is no easy feat. It is an expensive affair that requires time and effort to create different versions of the same product. With customization comes complexity and more resource dedication. You, therefore, need to assess if the value you expect to get from your efforts is worth the extra complexity and resources. 

Invite people to start a conversation instead of hard selling

Hard selling can feel a little too aggressive. It is more short-term since the emphasis is not on understanding customers and building a solid relationship. The focus of a hard sell is rarely empathizing with customers’ problems and seeking to create offerings that cater to their needs. It is all about pushing a sale at that moment. Coming off as too pushy tends to backfire since you do not communicate the product benefits, and the message is not customer-centric.

You can start the conversation with your potential customers by first building a rapport using platforms like social media. Connect with prospective customers on social media and have conversations about your products and their benefits. Communicate how your products fit into their lives. Have conversations with your customers that do not just involve selling your products. Follow up on warm sales and ensure that the calls are more problem-solving.

Another way to start a conversation is by creating content that is relevant to your customers. Create informative content that they can learn from and sets you apart as an authority in your industry. The point of the content should not be to marketing your products but to be of value to your target market. That is a sure way to create a community and form a relationship that is bound to last longer than the duration of a single sale. 

Stay consistent with your brand identity and personality

Consistency is the name of the game! One of the most crucial elements of a robust brand strategy is consistency. Brand consistency means that all elements of the business will be in line with the brand identity. 

Your target customers need to know what to expect. Exposing your customers to the same core values and the same remarkable customer experience every time makes them associate your business with those core values that constitute your brand identity.

Wrapping up

Personalization and a high level of customization are always a win for small online businesses. Also, be consistent with your brand identity and brand personality and you will be able to tap the right target audience.

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Brand Management E-commerce & Online Stores

How to Design a Winner E-Commerce Brand Identity

Branding entails creating a positive perception of a company or person in the public eye. Effective branding tends to be consistent across all elements of a company, from the logo, mission statement, design, and marketing communication.

For most e-commerce entrepreneurs, branding ends with setting up a nice online store template. However, e-commerce brand management is among the most important marketing functions, intending to create customer closeness and encourage buyer loyalty. As an e-commerce business owner, developing a brand experience is one of the best ways to set your business apart from the ever-increasing competition.

As the #1 solution for e-commerce brand audits, we have evaluated brand efficiency for hundreds of online stores of all shapes and sizes.

Why does an e-commerce business need good branding?

According to Oberlo e-commerce statistics in 2021, the number of digital buyers is at 2.14 billion. The shift to online shopping and the increasing numbers of e-commerce businesses makes it necessary for e-commerce businesses to establish their distinctive identity that will draw in more customers. The ripple effect is more conversions and consequently more profit.

Now, branding should be an intentional effort for the success of any e-commerce. The brand strategies need to be in mind even before the launch of an e-commerce store. After all, you are more likely to make the best decisions for your business when you know the core values to abide by and the personality of your business. 

Let us dive into some of the best ways to design a winner e-commerce Brand Identity:

Analyze what values your key customer segments are looking for

Branding involves communicating a specific message about your business to the target audience. You need to understand your target customers to ensure that you are communicating effectively. It is imperative to know what motivates them to make purchases, what makes them choose one business over another, and what fundamental values they consider to be most important for brands to have.

Your sales and marketing efforts need to be tailor-made to reach the exact audience for your products or services. In this case, you will need to know your target market to create a brand that they can resonate with. Your effort and money will be spent more efficiently when you have identified the primary market for your offerings. You will be better positioned to assess how well you meet their needs when you know the people you are targeting and their key characteristics. 

Having product lines that appeal to everyone or one that tries to meet the needs of everyone is dangerous since it then becomes hard to define your market or laser target your marketing campaigns. It is necessary to ensure that you have a measurable, reachable, and sufficiently large target market.

If you are unsure of who your target market is, you could start by analyzing your product to ascertain what kind of people are likely to be interested in your products or services. Assess your product features and benefits to see the group of people that are more likely to benefit from the product. 

Optimize your e-commerce brand and shopping experience for more conversions

Your e-commerce success largely depends on the brand and user experience of your online store. Regardless of prices and products, buyers will abandon your store if they feel uncomfortable. The ability to audit and optimize brand and customer experience is essential for long-term e-commerce success – but most e-commerce startups and online retailers do not have the skills or budget for such analysis.

If your e-commerce brand does not grow organically, or you feel that your marketing efforts are not getting positive engagements – or perhaps your e-commerce conversion rate is low then consider doing an e-commerce store brand audit.

Evaluate your e-commerce brand efficiency

Brand Auditor makes the brand experience and e-commerce focused market research fast and affordable. During the auditing procedure, thousands of people will visit your e-commerce website to leave score ratings and comments regarding what they like and dislike about your online store.

Our system lets you configure audits based on your preferences, targeting criteria, market research size and enables you to choose what aspects of your brand to audit. Prices and auditing timeframe are calculated in real-time, based on your audit configuration.​ Each selected scope of analysis will add a separate page to your report with the following information:

  • Score ratings of 4 micro-aspects (1 to 10) by your respondents
  • Score ratings of similar brands benchmarked with your scores
  • Comments and feedback received from your respondents

You could go further and segment your target group into other characteristics such as geographical location, demographics such as age, income, profession, and education to know how best to align your values and products in a way that appeals more to the targeted customers. It helps that similar people tend to have similar interests. That means that the majority of the people within a certain demographic have similar values and appreciate similar things. It makes it easier to create a brand that resonates with them. 

Create a marketing message that addresses customer expectations

The creation of a marketing message is one of the foundational steps of creating a unique brand. Your marketing message needs to communicate clearly how the product or service will meet the needs of your target audience.

Most businesses make the mistake of developing a marketing message that speaks volumes about who the company is, but not enough about how the products meet the customers’ needs. The customers are mostly keen on knowing what’s in it for them. Try to do your due diligence in researching your target market to understand the challenges they have that your products or services seek to solve. You are more likely to craft a message that resonates with them that way. Your marketing message should articulate the solution to the customers’ problems.

Another crucial step when creating a marketing message is looking at the competition. Analyzing the competition puts you in a better place to learn from your mistakes and create something different from anything else available in the market. Always be in the loop!

Craft positioning based on unique values and benefits for your e-commerce

Part of creating a memorable brand is knowing and communicating your unique values. Your e-commerce positioning will help you identify a niche for your products and establish you as a force within the said niche. It will help you in developing a sustainable and successful business that feels different from the competition.

You could form a Unique Value Proposition (UVP), which is a statement indicating the benefits your products are affording the customers that your competitor’s products do not. Having a UVP will help to set you apart from the competition. 

Develop mood board, visuals, color templates, and marketing communication guidelines based on your positioning

Once you have defined what makes you different, the problems your products are solving, and the values that your company stands for, you need to ensure that the message shines through. The communication should be clear in other defining elements of the business, as the visual assets like the mood boards, logos, color templates, and marketing messages. Be consistent and create expectations with your customers since they will know what you stand for. You will create a strong bond with your customers that is likely to foster loyalty.

Wrapping up

There is a lot that goes to having a winner e-commerce brand identity and you need to ace it if you are to succeed! Ensure you have a unique value proposition craft personalized messages and have a consistent brand identity that your target audience can relate with always.

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Brand Management E-commerce & Online Stores

Branding Hacks to Boost Your E-Commerce Conversion Rate

E-commerce is a growing multibillion-dollar industry. It is estimated that there are 12-24 million e-commerce sites in 2021 across the entire globe! Many more are joining the industry, meaning it is a very competitive space. As an e-commerce entrepreneur, you have to find ways to stay above the competition, if you are to boost your conversion rate to generate more revenue. So, how can your e-commerce site stand out? Well, here are some branding hacks to boost your e-commerce conversions rate:

1. Analyze your key customer characteristics (gender, age, interest) and optimize store experience accordingly

You cannot serve your customers perfectly if you do not know them. Well, not everyone who purchases your products or service will fit into the same demographic box. However, it is necessary to have a customer base in mind. It helps you to streamline your products to meet the needs of your target audience better.

Demographic profiles like age, gender, professions, and income level are excellent clues for understanding your consumer purchasing behavior. Customers of different ages have different needs, and their purchasing power changes over time.

For instance, teenagers tend to buy more and have great potential to influence their friends and family to use a product. While everyone is different in their own right, most people within a given demographic will display a similar purchasing behavior.

Analyzing your demographic profile is, therefore, an integral aspect of effective marketing. So, how will you know your target market?

First, you need to analyze your products or services. Understand what challenges your products solve. That is the first step in identifying the people most likely to be appealed to by them. If you are selling houses, you do not expect most of your market to be broke college students. Your target market will be high-income adults.

Another crucial step is understanding the marketplace. Use analytics to get a fuller view of the market landscape and to find ways to improve. You could analyze data from your POS or CRM to get more insight into customer behavior.

Conduct surveys and in-person discussions with your customers to know what they need, why they are (or aren’t) purchasing from you, and ways you can improve your offerings. Analyzing your customer profiles requires more than just making guesses. You need to actively figure out what they need and what motivates them to keep shopping. 

2. Identify the best performing price ranges, and adjust your marketing communications accordingly

Price is one of the essential aspects of marketing. Customers may discredit low processes deeming the product substandard. They could also pass off a higher price point finding it too expensive. Your pricing strategy should not be based solely on the time and effort it takes to make your products or service.

Customers care little about the hours you put in creating the product or service. They are mainly concerned with the potential of the product to solve their problems. You, therefore, need to ensure that your pricing strategy communicates the benefits of the product to the buyers’ lives.

Determine the best-performing price range for the product by analyzing your competition and their pricing strategy. That will allow you to price your products and services well enough to have a competitive edge. Effective communication of the price is also as important as setting the price. If you promote your product or service as high-value, the price should be consistent with the positioning.

3. Focus on building credibility in the mind of your customers

No customer would dare spend their money on a site they do not trust. Building customer trust can be challenging, especially for small e-commerce sites that do not have a big name. That makes it even more essential for them to build their brand credibility.

When you have an e-commerce site, it is a constant effort to make sure that customers trust your site. The first step in building your credibility is to have an impressive first impression. Your website should be aesthetically pleasing, and your product images should be of high quality.

Most customers will purchase a product because of the engaging and detailed pictures. The thing with e-commerce is that customers do not have the chance to experience the goods in their hands. Good-looking images that are crisp, well-lit, and clear are a close substitute for that.

A fast website has more credibility and is likely to drive more conversions. Use social proof to build your brand credibility. Have online reviews and testimonials, showcase the number of happy customers, and create content that establishes you as an authority in your industry.

You could also hire a brand auditor to help you understand what customers say about your business and the level of trust they have in your business. Having superior customer service is also a great way to build trust with customers. They know that you will hear them when they have a problem. Building credibility is a surefire way to boost conversion rates for any business. 

4. Master your product presentation and descriptions

Product presentation has a significant bearing on the number of products you sell. It is not enough to have top-of-the-range goods and services. How you display them is an essential factor in determining whether the traffic to your site will convert to buyers.

Use quality images that tell a story, and provide the target customers with a visual sense of the products. Cheaping out on the image quality could break a potential sale. The customer shouldn’t have to guess the dimensions of the products.

Ensure that you show the scale of your products. Take close-ups to give customers the chance to assess the quality and finish of the products. You could also use videos to show more angles of the products or even the product in use.

Your product descriptions need to show the product benefit. How will the product impact the buyers’ life? Try to use natural language and tone in your product descriptions. If your descriptions sound robotic, you need to inject some life into them.

Ensure that the product descriptions are easy to scan because people tend to have short attention spans and couldn’t be bothered to read huge chunks of essays. Use bullet points and short paragraphs.

Also, ensure that you optimize your descriptions for search engines. You can do some keyword research to know which terms buyers are more likely to use when shopping online. Search Engine Optimization (SEO) is an excellent way to bring organic traffic to your site that eventually converts to buyers.

5. Create a unique, relatable brand personality for your e-commerce business

Brand personality has everything to do with the public perception of the brand. It is what drives the reputation and demeanor of the business. The brand personality should influence how the brand acts, what it says, and its stands and behaviors.

Having a unique identity is a critical element in branding. It helps your audience know what behavior they can expect from you. Create a set of unique values that you want your e-commerce site to be known by, and ensure that everything you do is in line with those values. Consistency and commitment to those unique values and practices will help to build a memorable brand personality.

Wrapping up

Conversion rate is the most significant factor for revenue generation in e-commerce businesses. Tailored branding is one the key strategies that will help grow your conversion rates and generate more revenue for your e-commerce business!

Categories
Brand Management E-commerce & Online Stores

Complete E-Commerce Brand Management Guide for Successful Online Sales

Branding involves creating a unique identity for a business. With the ever-growing shift to the online space, and e-commerce sites mushrooming each day, e-commerce brands have a lot to gain by differentiating their businesses from the competition. It has become increasingly vital to develop brand management strategies relevant to the times, unique, and consistent in all the customer touchpoints.

At Brand Auditor we have done hundreds of E-commerce Store Audits for online drop shippers, artists, fashion brands, electronics, and further businesses in various industries. Based on millions of customer feedback data, we can confidently tell that brand has a significant impact on the success of an e-commerce business.

A brand is a representation of the business. No matter how good your product or concept is, without proper branding, it misses the mark! So, how do you go about brand management for e-commerce businesses?

Plan the brand identity of your e-commerce store to resonate well with your target audience

Your target audience is the most crucial factor in your business. Your business is built for your customers. You, therefore, need to understand your target audience. Know the characteristics of your target customers like their personalities, interest, income, etc. The needs and preferences of your customers should dictate your business decisions if you want to set out on a path of success. 

When you know your customers, you are more likely to be focused on developing strategies that work efficiently. So, how will you know your customers? You can analyze trends and analytics from previous interactions with your customers. 

Understand when customers abandon products in carts, when they make the most purchases, and which items they buy the most. Knowing all this will put you in a better place to provide personalized experiences for your customers. 

You will know what tweaks to make to your products or services to meet the needs of your audience. Any aspect of the brand image should have the customers in mind. That will help to create a meaningful relationship that fosters loyalty. 

While it is necessary to focus on catalogs and products, it is also equally- if not more, important to ensure that everything is done with the customers at the top of the mind.

Regularly audit the brand effectiveness of your e-commerce business, to make sure it is in line with customer expectations

If you have doubts about the brand effectiveness of your e-commerce business website or app, then it is a great idea to audit what your potential buyers like and dislike about various aspects of your business.

Our E-commerce Store Audit helps to understand what your target customers think about your e-commerce website. Is your product selection in line with expectations? Is it easy to find products that your buyers are looking for? Are your store policies establishing trust and confidence? Is your store branding helping sales or just repelling potential buyers?

Each selected scope of your analysis will add a separate page to your report with the following information:

  1. Score ratings of 4 micro-aspects (1 to 10) by your respondents
  2. Score ratings of similar brands benchmarked with your scores
  3. Comments and feedback received from your respondents

The audit is user-configurable, enabling various targeting and audit scope options.

Selectable audit scopes are: 

  • Products 
  • Search & navigation 
  • Brand experience 
  • Store credibility 
  • Fulfillment & policies 
  • Checkout experience

Build the online footprint of your e-commerce brand with PR, referrals, and paid traffic acquisition

In this digital era, having a masterful online presence has become more significant than ever. People go online to find products and services. Therefore, you have to be there for them to see you. An online presence has the advantage of having a broad reach. When built successfully, it can increase brand awareness significantly.

Building an online presence may require tons of time and effort, but the returns on investment are worth the hassle. To develop your online presence, you should start by creating an impressive website. Have a place to direct potential sales from your marketing campaigns. It is necessary to have a user-friendly and aesthetically pleasing website. 

You can hire the services of a talented web developer to help you create a website that will capture the attention of your target audience.

Furthermore, consider having a presence on social media platforms. Have a social media marketing strategy that could include onboarding influencers to push your products and services to their extensive following.

Master the content calendars, posting timetables, and all other social media jargon. You could consider hiring a marketing agency that will assist your business in navigating the online consumer perception insights. A brand auditor will help you know how efficient your online presence is and the best practices to improve your visibility to your target audience. When you are at the top of your customers’ feed, they are more likely to want to interact with you.

Growing your e-commerce brand with Google Ads & Facebook Ads

Investing in Google Ads and Facebook Ads is also an excellent way to acquire large volumes of traffic. When doing paid ads, or any kind of paid digital marketing to grow the brand of your e-commerce business, having top-quality ads and precise targeting is crucial.

The online space is busier and saturated than ever, with thousands of new e-commerce startups trying to make a brand for themselves. People are proactively trying to hide ads, and the latest iOS feature that enables to opt out of Facebook ad targeting cookies did not make life easier for advertisers either.

woman holding card while operating silver laptop
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Optimize for seamless product search and navigation experience on your e-commerce website

The importance of optimized product searches cannot be stressed enough. Customers prefer to search for things online. eCommerce sites are technically competing for the coveted prime real estate of search engine results. Having an optimized product search ensures that your page ranks higher and that more traffic can drive to your site leading to more conversions. Optimizing your products search will give you an advantage over your competition as it will lead to more exposure.

One of the most critical things in optimizing product searches is having strategic keyword usage. Keyword research is the best thing you could do in your product page optimization efforts. Try to use words that users are likely to search for when looking for similar products. You could take advantage of tools like Ubersuggest that help in finding keywords that most customers use.

How to increase the e-commerce conversion rate on your web store?

High conversion is the holy grail of all e-commerce business owners. Slight improvements in conversion rate can make enormous differences in sales and revenue. Increasing the conversion rate from 1% to 1.5% means that you just increased sales by 50%.

Even better, the e-commerce conversion rate for online stores has nothing to do with customer acquisition costs – although acquiring better quality traffic might cost more.

The best approach to increase conversion rate is to improve the brand experience of your e-commerce store, which will result in:

  • Increased engagement
  • Improved user experience
  • Increased trust
  • More shares
  • Increased conversion rate
  • More revenue

Most e-commerce startups do not employ a branding expert, which is quite apparent in their brand experience metrics. Our E-commerce Store Audit results show that over 75% of market research respondents who gave feedback regarding the various brand experience aspects of our e-commerce clients were disappointed with the overall brand qualities.

Branding is often the lowest-rated quality of online stores.

Orbelo statistics show that 69.57% of shopping carts are abandoned. Therefore, optimize the checkout process by offering various payment methods, allowing guest checkout not to discourage first-time buyers and remove unnecessary costs and fees. 

Consider doing a brand audit to help you patch up any possible cracks with your checkout process. You could also consider saving cart content when customers abandon them. That ensures that they can get back to the products without having to browse the site again. 

Integrate brand and marketing communications into your e-commerce traffic acquisition 

Integrated marketing communication essentially means that all your promotional tools are sending the same message. All your marketing tools need to be linked together to create consistency in your brand. Also, ensure your marketing efforts need to be in harmony to speak with one voice and reach the same goal. That helps to build trust and recognition of the brand.

This is a widely adopted 2-in-1 e-commerce brand management strategy, that not only works to get traffic to your online store but also helps to build brand recognition for your business by every impression.

Having all the promotional tools in sync makes it easier to resonate with the audience since there is consistent delivery. When you use more than one channel to communicate the same message, you are more likely to reach a wider audience. 

This multipronged approach to marketing ensures that no potential customer is left out in the cold. With integrated marketing communication and your message reaching a broader target audience, your business will likely rake in more revenue and increased profitability.

Optimize e-commerce brand experience for loyalty, referrals, and repeat sales

Optimizing customer experience is king in brand management. Brand experience is one of the major differentiators between brands. A business that prioritizes experience will for sure stand out. Great customer experience increases sales conversions, fosters customer loyalty, and leads to higher client retention. Happy customers are usually willing to shout from the rooftops about their experiences and referring friends and family to your business.

You can optimize the brand experience by rewarding customer loyalty. You could even give them special perks like early access to products to show them that you appreciate their patronage. It is also crucial to engage with customers to enhance their experience. You can do this by implementing feedback to know the area that you can do better.

Artificial Intelligence like Chatbots also comes in handy in answering FAQs. Optimizing your site for mobile use and speeding up the load time is also essential in ensuring the best brand experience.

Wrapping up

Building a unique, recognizable, and trusted brand is the most important thing you could ever do to your business. Customers trust and will always buy from eCommerce sites that promise consistent positive experiences!  

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E-commerce & Online Stores Market & Economy News

7 Top E-Commerce Store Branding Mistakes

The e-commerce retail business is ruthless. In order to operate a profitable online store, one need to understand products, prices, consumer trends, traffic acquisition, funnels and a lot of technical aspects of e-commerce management.

In this article we will focus on branding mistakes we see our customers to commit quite frequently, undermining the profitability and success of their e-commerce projects.

As you might be aware, one of our most popular audit products is the E-commerce Store Brand Audit.

This audit helps to understand what your target customers think about your e-commerce website. Is your product selection in line with expectations? Is it easy to find products that your buyers are looking for? Are your store policies establishing trust and confidence? Is your store branding helping sales or just repelling potential buyers?

Each selected scope of your analysis will add a separate page to your report with the following information:

  1. Score ratings of 4 micro-aspects (1 to 10) by your respondents
  2. Score ratings of similar brands benchmarked with your scores
  3. Comments and feedback received from your respondents

What is this article about?

Branding is a blueprint for how you want the world to view your business. With branding, you get to create an identifiable identity that makes a promise of value. Additionally, branding helps you create a conscious image, bringing about awareness of your eCommerce, leading to your company’s personality. It creates emotions in your audience and encompasses your values which eventually differentiates you from your competitors. Unfortunately, businesses risk marketing and selling products without a clear vision of who they are, without a proper branding strategy. In this article, we will highlight common branding mistakes that eCommerce owners should avoid. 

Brand inconsistency

Brand consistency is the first rule of building a solid brand. According to statistics published via Forbes, presenting a brand consistency across all platforms can increase revenue by up to 23%. Conversely, an inconsistent company is seen as disjointed, unprofessional, and, worse, untrustworthy. 

Coordinating your visual assets across every platform your company is represented, such as your website, ads, social media, and print materials, is the first step in building consistency. Well, align your visual identity in a reproducible and efficient manner. When your website or marketing materials do not align with each other and are out of date, potential customers may be confused and doubt the integrity of your company. 

Lack of a brand guideline for your online store

It is easier for you to coordinate your content across every platform that your company is represented with a brand guideline. Having good policies in place is essential once a brand is created. Your brand assets and brand guidelines, including typography, color palettes for your brand, tone of voice, and logo files, should be readily available both publicly and within your organization. It is as simple as having a dedicated, simple web page that communicates about brand usage and providing easy access to brand assets. Your message is also cohesive and consistent across all communication channels with a style guide. Furthermore, it also allows you to reinforce your credibility and brand identity. 

Not differentiating your e-commerce brand

To stand out, you must be unique so that people can remember you. No doubt that a good design gives you all of that. Your clients may opt for the cheapest options if you look like all the other companies in your space. Why should they go ahead and choose you if they don’t see a difference? You need to stand out and communicate your value among your competitors. Design is the ultimate differentiator of any business, after all. 

However, the big question is, how do you get to differentiate your e-commerce business from the rest? Well, you have to run background research on your competitors and look for points of differentiation. Go ahead and define who your customers are, how to connect with them, and most importantly, define who you are. Create verbal and visual messages that will help you communicate your value and stand out once you have a clear mission and vision in place.

Not responding to your audience

While you shouldn’t try to be appealing to everyone, this doesn’t mean that you should ignore criticism or feedback. On the contrary, it is vital to listen to how your target audience feels about your work, especially when launching a new product or a marketing campaign. A PWC survey shows that 73 percent of consumers cite customer experience as an important factor in their purchasing. This is why your eCommerce should have great customer support.

Use good social media management and monitoring tools like Socialbakers, Brandwatch, MeltWater, Brand Moran, Talkwalker, Mention, etc. They can help you create a feed using brand mentions, hashtags, and specific keywords. This will narrow down to a single location to check on the feedback. You may also check CRM and customer support tickets in case of a surge of feedback or frequent complaints on the tail of a new marketing campaign. 

Better even, you can use Brand Auditor to drill in deeper to what social listening tools won’t. It will help you measure your target customers’ likes or dislikes about your services, products, branding, and marketing communications. Remember, gathering data and leveraging the response you get from your audience is crucial to help your brand evolve in the right way. After all, branding is an ongoing process!

Lack of a dedicated e-commerce marketing strategy

Despite many companies, more so e-commerce platforms coming up with ideas to establish a brand identity and market themselves, most of them neither have the resources nor a detailed plan on reaching their audience. Also, many companies, when updating or launching their brand fail to leverage their greatest assets, which are the existing customers.

A great channel to project your company’s brand is recurring customers, especially those who speak highly of your services or products. Now, consider having a well-thought marketing plan in place before your branding strategy.

Jumping on trends

While keeping up with the latest design and branding trends is a great way to present your company in a new and fresh method, there’s a huge difference between losing your core identity to pursue the hottest new thing and modernizing your brand. Being swept up in what looks trendy at the moment is very easy. However, it would be best to remember that your brand would need to weather many waves of design trends without looking dated.

Use design trends as a source of inspiration but do not rely too heavily on them when planning your next major redesign. In this era of constant consumption, where social media updates, news, and fast fashion grab our attention, it is wise not to waste resources and time on invaluable returns.

Underestimating the power of brand

How powerful is your eCommerce brand? What is the first impression when people look at your brand? Reports have shown that it only takes 0.05 seconds for people to form an opinion about your website. A strong brand increases engagement, customer loyalty and creates trust. Additionally, consumers are likely to purchase products from a platform or company with a straightforward brand story. As a result, it is easier for them to form an emotional connection with the particular brand. Thus, prioritize branding from the very onset of your business creation. 

Wrapping up

Branding eventually affects the longevity of your business and should be taken seriously. To help you grow your brand the right way and make better decisions, we have highlighted some of the top branding mistakes most online businesses make. So, take the initiative to educate yourself and create the foundation for long-term success.