From the course: Marketing Foundations: Ecommerce

The customer journey in ecommerce

From the course: Marketing Foundations: Ecommerce

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The customer journey in ecommerce

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- E-commerce is a lot more than just generating one-off sales. You also want to think about the overall customer journey. Where might someone first hear about your product? What stage of the buying cycle might they be at when they first visit your website? What can you do to ensure if they do make a purchase that they want to come back again and potentially want to recommend your products to friends, family members, and maybe even their following online? Understanding the customer journey helps you to know where you should be focusing your marketing efforts. For example, if there are a lot of questions surrounding your products and your customers want answers, potentially you can answer these questions in video format, maybe you start a YouTube channel, or potentially you can answer these in the form of blog articles and start a blog on your website. Will this type of content marketing strategy help to bring your website visitors closer towards making a buying decision on your website? If people are asking questions and you know that that's how they are likely to first discover your products, then potentially you can utilize SEO or Google Ads. Google is search intent-based marketing. So if people are actively searching for your product, then this is a great avenue. If however you have an innovative product that people are not necessarily searching for, then you might want more of an interruption marketing method and that might include methods such as Facebook or Instagram advertisements. Overall, you want a strategy that helps to bring people back to your website to make additional purchases. You want to use tools such as retargeting and email marketing that will bring people back to your website who've potentially purchased before or maybe just visited. The more you can do to bring people back to your site, then the more profitable your e-commerce website is likely to be.

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