Are you currently running an eCommerce online store? Are you planning to launch one? If yes, then eCommerce lead generation plays a very crucial part in making your business successful.
“Increase in leads will lead to an increase in revenue”.
But do you know what is a lead, who you need to target and how to do lead generation for your eCommerce website? Before we discuss further, here are some interesting facts:
- India is expected to surpass the US to become the second largest E-commerce market in the world by 2034.
- Internet users in India are expected to increase from 445.96 million in 2017 to 829 million by 2021.
- As of September 2018, internet subscribers in India stood at 560.01 million people.
- Online Shoppers in India are expected to reach 220 million by 2025.
NOTE: The strategies mentioned below are only valid for an online store or an eCommerce website.
What does Lead Generation mean?
A lead is someone who shows interest in your product or service by taking action on your website. This could mean subscribing to your email list, participating in your offers, viewing the demo or starting a free trial.
How do you generate leads?
Here are some amazing marketing techniques that will help your business to grow:
Shopping Campaign and Shopping Ads
If you own an eCommerce website, then Shopping campaigns is the best way to find better-qualified leads.
You can start running shopping ads by setting up a Shopping campaign in Google ads. All you need to do is send your product data with the merchant centre and create a campaign in Google ads.
The product data you sent consists of the details about the products you sell. Google map these details with the user search and it will show the most relevant product ad.
You will pay only when a user clicks your ad. This will lead them to the landing page from where they buy the product or engage with your ad.
Build & Leverage Your Email List
When you visit websites in India such as Flipkart, Amazon.in, Koovs, Pepperfry etc. you will realize that they try to capture the email ID of users in different ways. They know that collecting email addresses and building an email database is the best marketing technique to generate leads for creating long-lasting contacts.
All you need to do is try to grab your customers attention. It may not be as easy as it sounds!
They are different techniques by which you can grab the attention of a user.
Show them different offers such as discount offers, coupon codes etc. For example, every new user on your website will get 20% off or Free shipping.
Related Article: How to improve your online sales using Discount Codes
Cookies and Push Notifications:
Cookies are an excellent tool for retargeting. First-time users who browse on the website get cookies stored in their web browsers and leave a trace which helps the company track their web behaviour.
These cookies let you retarget people who have visited your store once – people who have shown interest in your products. For example, you must have seen websites pitching a ‘last-minute sale’ whenever OnePlus/Redmi launches a new phone.
Once a user clicks on “Allow”, he/she will get added in your push notification subscriber list and you can retarget them and attract them by sending offers, sharing valuable content etc. through push notifications.
Remarketing campaigns not only helps in converting a lead but also gives your brand a recall value. One of the best branding activities for your website is to run remarketing campaigns.
For example, you looked for a product but you don’t feel like buying it the same day. You leave the website and a few days later, you see that product appearing in your Facebook news feed, display ads on different websites. That is all because of remarketing campaigns.
This might not help you get conversions (once a lead converts into a client) at a cheaper rate but this is a good branding activity for your business.
Create Referral Programs
There is a theory in marketing that I always follow, called the AARRR Theory.
AARRR stands for ( Acquisition > Activation > Retention > Revenue > Referral). This marketing theory gives you the flexibility to leverage more from your customers and contribute to business growth.
The best way to leverage your customers when it comes to eCommerce websites is to ask them for referrals. Well-converted clients tend to refer more about your product then a new one who visits your website for the first time.
You can create an email referral program for those who have converted to a client from a lead (i.e. contributed to your revenue). You can also target them through Facebook and other social media channels.
Host Social Media Giveaways
By hosting free giveaways across social media will give you an opportunity to generate more leads for your eCommerce website. A lot of big brands follow this strategy when they want to generate leads in bulk. If every new business follows this strategy, this will not only help in eCommerce lead generation but also increase your brand awareness.
All you need to do is create a strategy for a free giveaway and target users through Facebook, Instagram, Twitter, Whatsapp etc. For example, you can ask them to share your product with at least 10 people to qualify for a free giveaway.
Create a Sense of Urgency
Many eCommerce websites tend to throw irresistible but time-limited deals at customers.
Try to create a sense of urgency among the users that you are targeting by throwing last minute special deals towards them. This will result in more leads for your business.
Leverage your Search Engine Optimization:
Update your product details regularly and optimize them to the full extent, such as adding meta title & description of the product and regularly updating them so that you can find the best possible scenario to generate more leads.
As an eCommerce industry in India growing at a very fast pace, the competition is also fierce. Keep finding new techniques and implement the above-mentioned techniques with a clear strategy to attract the right buyers for your platform.
If your business is just starting out, you can check out this video to get a clearer understanding of the basics.
Begin your business journey with Instamojo today.