Does Offline Marketing Work for Online Businesses?

You may be familiar with the term “offline marketing”, but do you actually know what it means?

You receive an order for a product online. The order is processed quickly and without any problems. You confirm the order, and the following day, the customer has already downloaded and used the product.

So, you haven’t lost any sales, and you’ve gained a happy customer. But what exactly did you do to encourage that purchase?

Before we begin, it’s important to note that there is no “typical” online store. There is no one-size-fits-all approach when it comes to marketing strategies and tactics. So, what you’re about to read may not apply to every online business.

The rise of online shopping has made it much easier for consumers to research products and find the ones that suit them best. This has enabled online businesses to grow significantly, especially now that more people are choosing to buy online instead of physically going into a store.

The Growth Of Online Shopping

According to Statista, retail e-commerce sales were worth roughly 4.9 trillion U.S. dollars worldwide as of 2018. That’s up from 2.9 trillion U.S. dollars in 2017 and 1.9 trillion dollars in 2016. And the global market is expected to continue growing with retail e-commerce sales anticipated to hit 5.5 trillion dollars by next year.

This phenomenon is known as “shopping cart abandonment”—the act of a potential buyer adding a product to their cart, but then never checking out of the website after adding the product to their virtual shopping cart. You may be familiar with the phrase “buyer’s remorse”, but what occurs when a shopper feels that remorse after having bought something online? According to Statista, up to 40% of shoppers who add a product to their cart but don’t check out might feel remorse after browsing through the website’s offerings; however, only a small number of those shoppers (1-3%) actually end up returning the product.

Why do people abandon their shopping carts? Research has found that the majority of abandoned shopping carts are likely due to a lack of brand recognition, poor website design, or the inability to compare prices easily. But, as noted by Statista, the main reason is poor customer experience.

Why Should You Care About Shopping Cart Abandonment?

So, you’ve established a brand identity for your business, optimized your site for conversions, and developed a clear pricing strategy. Now, you just need to encourage shoppers to complete their purchases. How?

Let’s assume that you’re selling women’s clothing and accessories online. You’ve built a website with all the important information a potential customer might need, including sizing, fabrics, and so forth. Everything is laid out in an easy-to-understand format, and the website’s navigation is intuitive.

You also offer a money-back guarantee if a customer is unsure about their size, and you clearly state that exchanges and returns are free of charge. All these factors make your customers more confident about making a purchase. But, here’s the thing: your online store is still cold.

You’ve only launched your site a few days ago, and you’ve already received a couple of orders. But, since then, you’ve noticed that some of your potential customers have stumbled upon your site but then quickly left without making a purchase. Why?

Well, according to Shopify, up to 70% of online shoppers will leave a store without making a purchase when the product or service is not within their experience.

So, if you want to encourage online shoppers to make a purchase, you need to make sure that every part of the buying process is seamless and pleasant. One essential step in this direction is to consider reducing shopping cart abandonment by fixing the issues that cause customers to leave your store without buying. But how do you go about fixing those issues?

Let’s take a look. First, you need to determine what is causing the abandonment and collect data to find the root of the problem.

Determining The Causes Of Abandonment

The first step in fixing your shopping cart abandonment problem is to pinpoint the causes. As noted by Shopify, you should start by looking at your website’s analytics to determine the main problems that are hindering conversion. For instance, you might notice that there is quite a bit of traffic, but only a few sales. You then need to consider whether or not your target audience is actually being reached, and whether or not the content on your site is compelling enough to keep them engaged.

You can use Google Analytics to track the behaviors of visitors to your site. With this tool, you can determine how people found your website, what content they consumed, and if the information was valuable enough for them to make a purchase. For instance, you may find that people are visiting your site but not staying long enough to read much content or make a purchase. That’s probably because the information that you’ve provided on your site is not useful or interesting enough for your target audience. In this case, you might want to consider revising the content or adding more useful information.

You should also look at other online stores to see how they attract customers. Do some research on competitors’ websites, and pay close attention to how they operate. Now, you don’t necessarily want to copy their entire strategy, but you may find some ideas or approaches that you can implement successfully.

Reducing Shopping Cart Abandonment

Once you’ve pinpointed the causes of your shopping cart abandonment issue, you can begin to consider ways of reducing the number of people who leave your store without making a purchase. The easiest way of doing this is by fixing the problems that are deterring customers in the first place.

According to Shopify, many online shoppers leave a store because the experience is not enjoyable or the information they need is not conveniently accessible. So, in order to make browsing through your online store an easier and more pleasant experience, you need to consider certain changes that will make a difference. Here are some of the most essential changes that you can make to reduce shopping cart abandonment:

1. Add More Useful Content

One way of encouraging a customer to stay on your website and make a purchase is by adding more valuable content.

Imagine that you’re selling kitchen appliances online. You’ve built a website with all the important information a customer might need, including models, sizes, and so forth. You’ve also provided helpful images to illustrate how each product works. Once again, everything is laid out in an easy-to-understand manner.

Now, it’s time to grow your audience. You’ve just launched your site, and you’ve already received a couple of orders from prospective customers. But, since then, you’ve noticed that some customers have left your store without making a purchase. Why? Well, according to Shopify, up to 70% of online shoppers will leave a store without making a purchase when the product or service is not within their experience.

What did you do to encourage those customers to make a purchase? Well, you could add more content about kitchen appliances that will make their lives easier and allow them to enjoy cooking. You could also consider providing educational content about food or nutrition to encourage healthy cooking or food prep.

According to HubSpot, 56% of consumers feel that a business’s educational content is very important in helping them understand the product or service. In addition, 68% of consumers feel that an educational content campaign would make them more confident about buying a product or service.

2. Make Sure That Your Website Is Easy To Use

Another thing that you can do to encourage customers to make a purchase is by making sure that their online store is easy to use.

According to Shopify, most online shoppers leave a store because the experience is not enjoyable or the information they need is not conveniently accessible. So, in order to encourage more people to browse your site and make a purchase, you need to consider certain changes that will make a difference.

One important change that you can make to reduce cart abandonment is by ensuring that your website is easy to use. If you want to encourage shoppers to make a purchase, you don’t necessarily want to scare them away by making their experience overly complicated. Instead, you can use your company’s logo, colors, and fonts to form a distinctive brand identity for your website. Furthermore, you can use navigation tools like a search bar or a menu bar to make it simpler for customers to find what they are looking for. In addition, you can use hovercards or pop-ups to display important information about your products or services.