- You have all these products that you want to sell
on your eCommerce site.
They're so beautiful, your website looks amazing,
but hey, you launch a site, couple days go by,
no orders, no traffic.
And if you're lucky and you get a order,
chances are it's your mom
or one of your best friends.
Hey, everyone, I'm Neil Patel,
and today, I'm going to break down how to create
a marketing strategy for a new eCommerce website.
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So step one, I want you to focus on a niche
or a segment.
You don't want to create a eCommerce store
that sells everything like Amazon.
You're going to get crushed.
Be a expert.
It's too hard to be a big eCommerce store
that does everything,
reason being is the bigger companies
are going to outdo you on pricing,
you won't be a expert on anything
so you don't really have any advantage over them,
plus they're going to offer faster shipping than you.
So when you pick a niche, you can be a expert
on that niche and have the best product
within that category.
People will get to know you for that,
even if your product's a bit more expensive
than the competitors, you can still do well and win.
And when you're in a niche, it's easier to do ads
to your eCommerce site and generate sales
versus having a big, broad eCommerce site.
Step two, create a killer, unique selling proposition.
Why should people buy from you?
For example, one of my friends sells insoles,
like those Dr. Scholl insoles, but she sells custom ones
just for high heels, and her brand isn't Dr. Scholl's,
but she makes over six figures a month in profit
just through Facebook ads going to her eCommerce store.
Why, because she created amazing video
that breaks down her life in high heels,
how she loves these high-end luxury high heels,
and they're all uncomfortable, and she broke down
how she created the best insole to make it comfortable
for women of all shapes, all sizes,
to be able to walk in these high heels,
feel amazing, and be comfortable 24/7.
So that was her pitch,
while someone like a Dr. Scholl's, they're always like,
"Hey, we make it comfortable to walk for anyone."
Well, what's anyone?
It works well for maybe my Nike shoes,
but it doesn't work well for my dress shoes.
So when you have a killer, unique selling proposition,
you're more likely to get sales.
So specialize and have your unique selling proposition
to be all about that specialty.
Step three, create a fantastic user experience.
I love Shopify.
If you're going to be in the eCommerce world, use Shopify.
Their user checkout flow, their designs,
their sites, their templates are amazing.
Another good example of an amazing eCommerce experience
is Dollar Shave Club.
Just think about ordering from the Dollar Shave Club
and unboxing your first order.
Now, same with Shopify, even though Shopify is amazing,
when you ship a product to someone,
you want to make sure it's an amazing experience, as well,
from the design of the product,
the way you make people feel.
All of this will help you generate more sales, as well.
Step four, pick one traffic source.
Look, you want to do SEO, great, it's a long-term gain,
or if you want to do ads, you can do Google Product Ads,
Amazon Product Ads, Facebook Lookalike Audiences,
or you can even do the same thing on Google AdWords.
Either way, pick one ad source and go all in.
For example, if you're in eCommerce,
I would recommend that you start off with Facebook ads.
That tends to convert really well for Shopify stores
selling one or two products only.
Then from there, after you do well, you can expand
into Google AdWords and other channels.
But first I would recommend that you start off
with Facebook ads.
Step number five, maximize your value per visitor.
Do you have upsells, do you have downsells?
All that will help you generate more money
so the ads are more profitable,
or even your SEO's more profitable.
You could also use Hello Bar to collect email addresses
when people are about to leave your eCommerce store,
so that way you can market to them afterwards
and email them and convince them,
hey, here's why you need to buy from us,
or here's $15 off, or here's why we're special
and you can tell your story
or your unique selling proposition.
It'll all help, that's why you should collect emails.
You should also do the same with push notifications.
You can use tools like subscribers.com
to maximize your eCommerce sales,
because when someone goes to your checkout page
but they don't buy, you can use push notifications
to get them back and then get them to convert.
These are all simple ways to maximize your traffic
and the value you're creating
from each and every single visitor.
Step six, maximize your average order value.
So we talked about checkout bumps,
but you also want to do things like free shipping.
We found that free shipping increases
average order value size.
Heck, my buddy sells HDMI cables for TV.
He saw a interesting experiment where he changes shipping
to free shipping, increased the costs of his product,
and even though it ended up being the same, right,
instead of charging for shipping
and having a lower priced product,
he had a more expensive product and free shipping,
so the total math of the final purchase price was the same.
He saw that he got more sales just because it was free.
Do that, leverage your checkout bumps
with a irresistible offer.
ClickFunnels does an amazing job at using checkout bumps.
You can see their own site, how they're using it,
get some inspiration from them,
and then figure out how you want to do
checkout bumps, as well.
You also want to do post-purchase bumps.
Skin Care by Alana does a great job of this.
If you buy some wrinkle cream,
they may sell you some vitamin C cream,
and they continually do this after you buy
and sell you more and more products
throughout the next year, two years, three years.
They don't stop.
That's how they get the most revenue
from each and every single visitor, as well.
Step number seven, and this is the last one,
use technology to make your eCommerce store
to work better.
From cart abandonment sequences,
to product recommendations,
to win-back sequences, to contests,
there's Shopify plugins that do all of this.
Heck, there's even Shopify plugins
that do holiday sequences.
Heck, there's even plugins that do cross-sells
or one-time offers, or promotion offers.
Whatever it may be, there's tools out there
for any eCommerce platform that you're using,
whether Shopify or Magento, or even WooCommerce.
So use the technology that's out there
that makes your job easier,
such as live chat on your eCommerce store
where people can communicate with you back and forth,
so that way you can maximize your sales
by answering any questions or issues
people may be having.
If you need help growing your eCommerce store,
check out my ad agency, Neil Patel Digital.
If you enjoyed this video, like it,
share it, comment, thank you for watching.