With such a quick sales cycle, most e-commerce businesses are constantly looking for ways to optimize their site and content to drive sales by turning visitors into customers—and many are turning to HubSpot. As a leading inbound marketing platform, HubSpot offers a variety of tools that e-commerce sites can use to create quality content and target it to leads and customers across multiple channels, with in-tool suggestions that help you maximize marketing efforts.
Below, we’ve listed four ways that your e-commerce site can use HubSpot’s tools to drive sales by optimizing your digital assets to better reach potential customers.
1. Remarket to Shoppers with Abandoned Carts
HubSpot estimates that e-commerce sites lose about half of their potential buyers in between submitting an email address and the final check out page. With the plethora of purchasing options a consumer can choose from, how do you keep your product on their mind once they’ve left your site? Through HubSpot Workflows, you can set up lead nurturing email campaigns that target leads that have abandoned items in their shopping cart through a series of automated emails. Each email should contain content that remarkets the abandoned product to the lead, whether it’s a list of ways you can use the product creatively, or an exclusive coupon.
At this point in their buying journey, the lead has most likely given you their contact information, so use it to send them useful content that will keep your store on the top of their minds once they’re ready to purchase.
2. Optimize Your Calls-to-Action (CTAs) with A/B Testing
The goal of any e-commerce site is to get a visitor to take the next step towards becoming customers, and CTAs are crucial to this. Measuring the effectiveness of your CTAs using A/B testing is necessary for optimization, and HubSpot Enterprise customers can do this directly from their dashboards.
With HubSpot Enterprise, customers can create, view, and analyze the CTA variations they are A/B testing, with the ability to filter those analytics based on their desired metric, such as submissions or customers.
When running your own A/B test, keep these two best practices in mind:
- Test only one variable at a time, at the same time. To evaluate the effectiveness of a CTA feature, you need to isolate that feature in your A/B test.
- Everything can be tested. Though you only want to test one variable at a time, know that every element of your CTA—from color to button size to placement—can and should be tested.
3. Get Found By Quality Leads With the Keywords Tool
E-commerce sites know that visibility in search results through search engine optimization (SEO) can make or break a business. Understanding and assessing the keywords your customers are using and searching for will help you cater your site and content to be better found by them.
With HubSpot’s Keywords Tool, not only can you track and manage your targeted keywords, you can also receive advice from within the tool itself, such as keyword variations to target and ranking opportunities. Use the Keywords Tool to create strategies around long-tail keywords with low competition and high search volume that will help you drive more qualified traffic to your online store.
4. Connect With Customers Via Social Media
Using social media is a great way to connect with your leads and customers, to listen to their feedback, and address any product concerns or inquiries. With HubSpot’s Social Monitoring Tool you can do just that from your dashboard. The tool allows you to track and monitor Twitter conversations about your product or business by setting up multiple conversation streams. You can create streams that are useful across your marketing, sales, and customer service teams that look for:
- Mentions of your company, industry, or brands
- Indications of customer satisfaction/dissatisfaction with your product and company
- Customer service opportunities, such as questions about your product or service that require support
These days, customers appreciate and expect quick responses to their concerns, and you can respond to them directly from the Social Monitoring tool.
We hope these tips help your e-commerce site take advantage of HubSpot’s tools to better connect with and market to your customers, and drive sales.