4 E-commerce Strategies to Implement in Response to the Changing Economy

If you’re a business owner, this year has likely shaken up your sales and marketing strategy. With some consumers still hesitant to shop in-person, commercial businesses are turning to e-commerce, some for the first time. Others have been forced to reevaluate their e-commerce strategies in order to survive. As precautions continuing to remain in place for the foreseeable future, it’s more important than ever to make sure your online strategy is easy to navigate and helps shoppers find what they need. 

Here are four tactics worth implementing during these uncertain times.

 1. Update Your SEO

If your website content, backlinks, and keywords haven’t been changed for a while, your search engine optimization (SEO) may not be as effective as it was before the pandemic. To update your SEO, write new and interesting content, expand reach with backlinks from high-domain sites, and target new keywords relative to your business.

Use keyword tools such as Google Trends and Google Search Console to identify shifts in search behavior and interest in keywords that involve your industry and brand. With the costs for keywords fluctuating, it’s a good time to evaluate whether yours are still converting or should be adjusted.

 2. Use Email Marketing to Drive Engagement and Sales

People are spending more time at home right now so it’s not surprising that email conversions are high. This makes utilizing email marketing a perfect tool to boost interest and engagement in your brand and product selection. It’s inexpensive and can be personalized to fit specific audiences and shoppers easily.

To grow your email list, add coupon offers, a free gift, or free shipping with the first order in exchange for a subscription to a daily or weekly email. Be sure to immediately thank users for signing up and let them know what to expect in your communications. Continue to reach out with offers or products based on their interests to maintain their interest and continue to drive them to your site.

 3. Have a Plan for Dwindling Inventory

As many businesses are finding, keeping certain products in stock has been challenging. There are a number of reasons for this, including staff shortages and interruptions in the supply chain. It helps to have a plan in place to communicate potential difficulties before they occur.

To circumvent problems, encourage customers to add their names to a backorder list to be notified when products they are seeking are back in stock. Be sure to offer similar alternatives that are available as many are willing to consider other options.  Also, make sure to remove items from your site that will not be restocked to accurately reflect your inventory options. 

4. Create Product Subscription Opportunities

With economic stability still in flux, shoppers are likely to continue to seek necessities. If you have products that customers see as essential, such as health, food, beauty, or cleaning items, consider creating opportunities for purchasing them through a subscription. This is an easy way to deliver products on a monthly or quarterly basis, and subscriptions provide a steady flow of revenue. It also creates convenience for shoppers, allowing them to focus their efforts on other things.  

The ongoing challenges we are facing have far-reaching economic impacts. Due to shifts in consumer behavior, many businesses have learned that e-commerce is the key to their survival. These new shopping patterns are likely to endure long past the pandemic. Implementing strategies now can help your business navigate what lies ahead.