Top 20 eCommerce Lead Generation Tips

Nov 08, 2021
eCommerce Lead Generation

What is eCommerce Lead Generation?

The eCommerce lead generation strategy differs from other lead generation strategies. If you get the hang of this, then you have already done part of the job.

eCommerce lead generation is the approach businesses and brands implement to bring in more interested consumers, as in leads, and turn them into customers.

A lead is a consumer that shows interest in your product or services. A lead can show interest by taking specific actions, following your brand on social media, reviewing the ads, subscribing to your newsletters, and visiting your website.

A targeted lead is a consumer that businesses and brands target, intending to turn them into customers. It’s based on on-page optimization and can include an email address collection process. But remember that it’s different from a marketing lead.

A marketing lead is someone whose contact information you already have, so you can further contact them to move towards the sales funnel with incentives and emails.

In eCommerce, target leads are more common than marketing leads. With target leads, the latter can become a customer within minutes, given online payment options are available.

But, first things, first. Businesses need to understand customer journeys to create a proper roadmap to help generate more traffic and leads. You need to know what will attract consumers to visit your store or buy a product or service.

With eCommerce lead generation, you need to segment your target audience.

Segmentation is of utmost importance to determine the right buyer persona.

Later, you will target with personalized messages based on income, age, gender, location, hobbies, interests, and related.

eCommerce Stats

Here are a few eCommerce lead generation statistics to keep in mind while writing your strategy:

  • Global B2C eCommerce sales are expected to reach $4.5 trillion by 2021.
  • 51% of shoppers surveyed say they use Google to research a purchase they plan to make online.
  • According to a 2019 study, search traffic generated 65% of total eCommerce sessions, 33% was generated through organic search, and 32% was generated through paid search.
  • 59% of shoppers surveyed say that being able to shop on mobile is essential when deciding which brand or retailer to buy.
  • The average order value on a desktop was 42% higher than on a mobile phone in Q3 2020.
  • 71% of people report feeling frustrated when their shopping experience is not customized to them.

eCommerce Trends

Now, let’s have a look at the eCommerce lead generation trends for 2021:

1. Personalization

A personalized approach from businesses shows consumers or customers that you care. Businesses use collected data to personalize customer brand experience. You can browse their history, review online behavior and purchase patterns. In order to personalize your brand you can try to:

  • Tailor landing pages
  • Offer incentives and rewards
  • Provide personalized recommendations

2. Live Chats

Don’t underestimate the importance of Live chat and the need to personalize messages that will help positively impact conversion rates. With the help of live chats, you can give customers a personalized approach in real-time.

3. Chatbots

The cherry on top of it would be to automate this tool with chatbots that can respond to basic inquiries of visitors, and you can spend that time to monitor further and analyze the data collected.

Simply because this tool is automated, it doesn’t mean the conversations will be as such. There are many AI-powered outreach strategies in place that businesses can use to turn their chatbots into personalized and interpersonal real-time communication tools for customers.

All you need to do is create an opt-in form and deploy it in the live chat. So, let the chatbots do the rest for you.

4. Voice Search

Businesses can use the Voice search trend not only for local SEO but for lead generation as well. Here are the main reasons as to why:

  • According to a Juniper Research report, the number of voice assistants in use worldwide surpassed the 4.2 billion mark last year and is projected to top 8.4 billion by 2024.
  • The number of voice assistant owners stands at 66.4 million in the U.S., amounting to 40% of the entire population.

Businesses implement voice search to help them attract more customers that will help generate better leads and optimize listings and review later on.

5. Videos

Digital culture has no limits, and during the pandemic, it skyrocketed. The digital platform is the primary one for communication, and video trends are the main channels to interact with customers and targeted audiences. Videos help businesses with:

  • Streamline Q&As
  • Introduce new products and features
  • Hold webinars and seminars

Why Classify eCommerce Leads?

Before we can answer the question of Who are eCommerce Leads, businesses need to know how to classify them. The classification and segmentation will help acquire leads that will convert to customers.

Lead generation helps businesses achieve growth and success. It includes attracting and nurturing potential customers. According to statistics, online sales grow by 20% annually, and in 2020 the revenue reached over $4 trillion.

With eCommerce marketing, it’s become much easier for businesses and brands to target and personalize their lead generation strategies. It helps businesses reach the right audience with the right message.

eCommerce Sales Funnels

There are stages that the customers go through on their customer journey from initiation to closing. As digital culture accelerated the shopping trend with customers new ways of processes have emerged that vividly describe the stages of the customer journey.

The modern term of the reference is a lead generation sales funnel which shows in which stages visitors become leads.

Let’s have a look at the sales funnel stages that customers move through in detail, aka the tofu, mofu, bofu: who said that sales funnel isn’t fun?!

1. Top of the Funnel (TOFU)

This is the first stage that the business interacts with the customers. It’s considered the Awareness stage. Usually, the consumer has an issue and is trying to find a solution to the issue, so they search for one, and as they become aware of your brand and how you can solve the issue for them; they become aware of your business. Hence, the awareness stage.

Since it’s the first interaction of your brand with the customer, you need to ensure to aim for trust and have content in place that shows what and how exactly your business can help with.

To enhance awareness most businesses use targeted traffic. It can be either paid or organic and includes tools like:

  • Facebook Ads
  • Product Displays
  • Offer promotions
  • Create and Distribute content

2. Middle of the Funnel (MOFU)

As the customers realize the problem at hand and the need to address it, they move on to the next stage of the funnel which is Consideration. Businesses in this stage have the responsibility to offer suitable and valuable solutions to the needs of the customers.

Notice, if the visitor is at this stage, it means they are considering, so whatever you did in the first stage and targeted the audience- it worked.

Now, your efforts ought to be directed to convince them to make a purchase. The following stages either include adding items to a shopping cart or at least a wishlist. To further your cause and persuade the visitors they are on the right track, businesses can make things easy for the visitors, including:

  • Promote the service or products
  • Use social proof (across channels, on-stage, email marketing)
  • Present reviews
  • Paid ads
  • Optimize product pages
  • Add product descriptions
  • Add CTAs
  • Provide Shipping & Return Information

3. Bottom of the Funnel (BOFU)

The visitor, also called a prospect, reaches this stage. The BOFU stage, also known as the Decision stage, is where the customer makes the final consideration to make the purchase. So, businesses, to further cement the funnel, should facilitate additional targeting to ensure the customer that they are making the right choice. You can do so by:

  • Send demos, case studies
  • Present pricing comparisons
  • List your advantages over competitors
  • CTA through email marketing
  • Nudge to take action of wishlist
  • Remind about free shipping and any incentives

4. Retention

The sales funnels have ended. The last final stage, called Retention is the stage where you congratulate yourself and take a break. With tweaks and maneuvers, the visitor went from stage to stage and made the purchase.

So, now, you have a new challenge, to make the customer come back and buy again.

Here’s where a custom-made retention strategy will help the business and drive sales revenue growth. Repeat customers are 9x times more likely to convert than first-time shoppers. To keep existing customers, you can take action, including options as such:

  • Create Loyalty programs
  • Create Referral programs
  • Send them personalized Thank You messages
  • Give them first-takes on new products, features, services
  • Offer incentives
  • Include them in your community and keep them engaged

Top 20 eCommerce Lead Generation Tips

Lead generation eCommerce is a large topic to cover. There is no one-size-fits-all when it comes to choosing the tools and approaches to implement into your business strategy.

The selection depends on many factors including your target audience, the characteristics of the product or service, and the budget. However, the most important thing is that the more tactics and approaches you implement, the more complete and smooth your strategy will be.

Luckily, lead generation for eCommerce is an easy approach to get the hang of, with these tips and tactics below. So, let’s dive right in:

1. SEO Optimization

Truth be told, I’m not much of a fan to call SEO optimization a tip or a tactic.

We’ve been living in digital culture for over 2 decades now, whenever or wherever there is a digital culture, SEO is a must. Tip or no tip, it’s important to optimize your site for search engines. According to stats from Hubspot 75% of users never scroll beyond the first page of search engines (I have a confession to make, as do I).

So, dear eCommerce businesses:

  • Optimize your assets with keywords and tactics
  • Optimize both content and sales pages
  • Optimize your CTAs
  • Use the Chrome extension called Keywords Everywhere to get the ball rolling
  • Use targeted keywords and metatags
  • Don’t forget about optimizing your image alt

2. PPC Campaigns

Paid advertising may not be your go-to approach, especially during the beginning of the business with limited budgeting to be alert of. But, you can consider paid advertising for lead generation whenever you see fit for you, as it uses customer personal behavior and characteristics and targets the relevant user exactly.

3. Valuable Content

Over 70% of people prefer to learn about a product from an article or an ad. Consider using content marketing to further accelerate your business towards your potential customers.

Have you heard about content gating? To understand it, think of it this way; you want what you can’t have right?! It’s the same with customers. You can make your content less accessible and let’s say disclose it only to those who opt-in.

You can do so for the content below:

  • Webinars and educational videos
  • Reports
  • Checklists and cheat sheets
  • Popular blog posts or articles

4. Social Media Followers

Social media is considered a gold mine for eCommerce lead generation. According to Facebook stats on Instagram, after seeing a product or service, 80% of users will research the product more, and 81% of users will make a purchasing decision.

You can also use paid advertising for Facebook and Instagram to further leverage the strategy. Ads help you target the relevant content to the interested potential buyers.

5. Social Media Giveaways

No matter how small or big your social media follower list is, you can offer giveaways as a means to attract more followers and leave a positive glow on the current ones. Everyone loves free stuff. People will have more gratitude towards your brand, they will share with their friends, which will give more organic exposure to your brand.

6. Email Marketing

Email marketing is a more traditional approach. According to stats, it delivers an ROI of 4400% or $44 for every $1 spent on a campaign. And, the amazing part is that it’s considered more of an inexpensive approach.

As visitors provide you with their email address, they opt-in to receive notifications and news from you, so you can use it to your advantage and send anything you prefer straight to their inboxes. You can:

  • Notify new products and services
  • Remind about abandoned carts
  • Loyalty and Referral programs
  • Discounts and incentives
  • Push notifications

7. Email Lists

Email marketing can be an effective tool if you know how to use it. You can set up email lists to keep better track of who you connect and what message you connect them with. MailChimp is the most popular marketing automation tool that businesses can use, and since its free plan includes 2,000 subscribers and 12,000 emails per month, new businesses with tight budgets can get the most out of it completely for free.

8. Personalization

Personalization may be a widely discussed topic, but it’s of utmost importance. Customers answer to customized and individual approaches. eMarketer survey states that 50% of people prefer the personalization of products that interest them.

9. Target Keywords

Remember the sales funnels discussed earlier: you can use the stage journey and target visitors with individualized keywords specific to each funnel and its characteristics. You can:

  • Create optimized content for the specific keyword
  • Target the keyword via a PPC campaign

The idea is to create valuable content around the keyword, that visitors will want to go further through the funnel.

10. Cookies

No, I’m not talking about chocolate chip cookies, although?... hold up I can’t think of anything else right now.

It’s true what they say: Paused for the cause, Enjoyed a homemade chocolate chip cookie, now we can continue about top 20 eCommerce lead generation tips.

And, now the Cookies.

I personally hate going on a site and getting the notification accepting or not accepting the site cookies, but they are great resources for retargeting your customers.

Cookies collect and store information from the visitors, including where they clicked on the site, what items they added to the cart or wishlist, what items they viewed.

Businesses can collect the data and create a retargeting campaign. As per stats retargeting campaigns earn nearly 77% more clicks than other ads, and 70% more visitor converts. For instance, if data shows that a particular visitor browsed through an item then left the site, you can showcase a personalized version of the same item the next time the visitor goes on your site.

11. Conversion Rate Optimization

There will be many times when potential customers visit your site and then drop off for some reason. Hence the lead isn’t converted to sales. Try to collect the data and analyze it in order to determine what the reason is. The reason may be many factors, including:

  • Page loading issues
  • Low quality of images
  • Not enough reviews
  • Generic content
  • No CTAs

The reasons can be so many that only after analyzing will you be able to make improvements to your strategy. Don’t sweat on it, if it takes a lot of time because if you make amends to your strategy based on a hunch or an assumption you won’t do any good to yourself or the visitor. Take your time and analyze any data at hand.

You can :

  • Check the social analytics
  • Collect and use demographic information
  • Enable eCommerce tracking in Google Analytics

12. Mobile Optimization

According to Statista mobile commerce will generate over 72.9% of all retail eCommerce sales. That just sums up everything. If you want your eCommerce to succeed, if you want to generate leads, convert leads to sales, and have revenue growth you need to be able to provide users with a mobile experience. Period!

13. Search Ad Extensions

You can use ad extensions for your search ads that will help with lead generation. This definitely doesn’t mean that you can take one tip that you prefer and see fit for your current state and proceed with it, hoping that it will bring in positive results within a month or so.

No, you need to target your goal for lead generation in as many aspects and with as many tools as you can possibly have in the current state of the company. Take ad extensions for instance, is it a good tip? Yes, indeed? Can it solely do the job for you? No.

Ad extensions will help businesses acquire extra information. For instance, the ad can show up in the search engines with site link extensions and you can direct the visitors to your preferred page.

You can also use this tip to:

  • Inform more about the product or service
  • Include discounts and sales

14. Discounts & Benefits

Ah, what lovely ways can you dazzle the prospects to visit you again and again, then discounts and incentives? You can offer:

  • Free shipping
  • Coupons
  • Gift cards
  • Offer new deals

15. Freebies

This tip depends more on the type of product or service offered by businesses. If this is the case for you, then you can consider offering freebies to potential customers. It can be samples of the products sold or test runs.

16. Lead Magnets

A lead magnet is a form of a freebie but to a different extent. A lead magnet is a payoff per se, i.e., you pay off the customer in exchange for an email address.

Some examples for a lead magnet include:

  • eBooks
  • Checklists & Cheat Sheets
  • Free templates
  • Guides
  • Use cases
  • Toolkits
  • Resources Lists

17. Easy Checkouts

Every section of the customer journey should have a well-thought-out optimization in place. This includes the checkout process as well which should include simple CTAs and steps that the customer can fulfill the transaction without any hassle.

For instance, if a customer has an abandoned cart you can send a personalized friendly reminder via email that will have a clear and visible CTA and it can show that the customer can proceed with just a mere click of a button.

18. Exit Intents

It’s a behavioral tech that tracks and monitors the movement of the visitors on your site. You can use this technology to see if the visitor is about to leave without making a purchase. According to stats, more than 70% of the visitors who leave your site don’t return.

To narrow down this number businesses can add tweaks into their strategies, including:

  • Popups for abandoned cart reminders
  • Popups for ebook or case study download
  • Free consultation calls
  • Webinar signups
  • Personalized “Are You Sure” pop-ups
  • Popups with the choice to leave or return
  • Time-sensitive discount offers

19. Contests

Apart from offering giveaways, hosting content can be a huge source to boost your leads. People love playing games with the chance of winning a prize. You can require the input of an email address, so people can opt-in for the game and offer a fun time. Furthermore, people will share the contest with friends that will further accelerate lead generations.

20. Design

Lastly, it’s essential to pay attention to the design for lead generation purposes. Let’s take CTAs, for instance, it’s not just a matter of adding a CTA to your message, but no lesser importance presents the location of the latter. Make matters visually appealing and accessible to the visitor.

Regardless, what stage of the funnel the visitor is in, your main goal is to give them the best and most comprehensive customer experience.

In conclusion

These top 20 eCommerce Lead Generation Tips will help businesses to understand better what aspects need more work. They can serve as resources for strategies and implementations to ensure that businesses can attract and convert leads into sales.

Take your time to experiment and find out the best strategies for you and your target audience.

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