Do you want to improve your eCommerce for Black Friday? Here are 6 keys

In Spain, last year the value of online purchases reached an amount of 51.6 billion euros, a trend that, despite the acceleration caused by the pandemic, aims to stabilize more and more in the coming years. In fact, by 2025, the number of users in the e-commerce sector is expected to reach 36.9 million citizens by 2025, according to the German online statistics portal Statista GmbH.

The period of confinement has favored a migration of traditional commerce to electronic commerce platforms, with a growth of 5.8% in the total turnover of a sector. However, it has been greatly reduced in certain branches of activity such as tourism, which suffered a 57% decrease compared to 2019.

This transition to the online market has become a window of opportunity by generating an alternative in difficult periods for consumption, at the same time that it has allowed all Spanish companies to diversify their sales and distribution channels, adapting with versatility to the changes in the sector and consumers increasingly connected. A business ecosystem in Spain that, according to the latest figures from the Ministry of Industry, Commerce and Tourism, already has 2,911,553 companies, of which 99.8% are SMEs.

1.- Study your niche and understand your client

What are you selling? Who are your most loyal customers? Start with local knowledge and turn it into a broader strategy. Define your "buyer personas", the archetypes that group multiple customers in a single abstract figure, by specific characteristics (demographics, behavior, interests and similar values), in this way it will be easier to satisfy the market, even in the absence of Direct relation. For example, a pharmacy eCommerce can expand its offer, and its billing, to include supplements, if its buyers are also passionate about sports.

How to Make an Olive Medley https://t.co/B9YMY4zTqJ

— wikiHow Recipes Wed Nov 30 16:22:30 +0000 2016

2.- Create your site online

You don't need to be a web developer to create an eCommerce, there are platforms that allow you to create websites in a few steps, taking care of both aesthetics and usability. Wix, for example, is based on a drag and drop system, that is, it allows you to create a page simply by dragging graphics onto it. Another CMS created specifically for e-commerce is PrestaShop. Its peculiarity is the separation between content, graphics and programming, in this way each professional figure can deal with a different section.

3.- Design an online catalog

Once you've created an engaging and user-friendly site, it's time to think about the content. The first step is to organize the products in the catalog effectively, especially if there are different brands in your e-shop. There are two possibilities: organization by brand or by functionality. But how to choose? Ask yourself: "Are my buyers aware of the brands I sell?" If so, opt for an organization that highlights the brand. For example, in the case of clothing, consumers are often driven to buy by the strength of the brand. On the contrary, in B2B the practical-functional aspect is of greater interest, so it is better to organize them by their function.

4.- Optimize the SEO of your eCommerce

Working on the SEO strategy allows you to optimize the Conversion Rate to double the traffic and sales of the website, so identify the right keywords It is so important. These respond to our users' request for information, so it is necessary to understand how our customers search for a certain product online. Google comes to our aid with its Keyword Planner, a free tool that was created to select the keywords that will be included in Google Adwords ads, but it is also useful to know useful monthly data related to certain keywords. Once the keywords have been identified, they must be inserted in the texts present in our eCommerce, writing favorable product sheets with SEO, that is, capable of responding to a specific need with the right words. Do not forget to optimize the URL: it has the function of allowing the search engine to find the page, enter your reference keyword here too!

5.- Promote your online store

To do this, it is necessary to understand which channels are the most frequented by our audience and how to communicate with them correctly. Once the channels to be used and the Tone of Voice have been chosen, an editorial plan for constant and interesting publications must be set up. To do this, you can use a mix of different content, from informative, which communicates "who we are", "what we do" and "how we do it", to posts with the purpose of engagement, oriented towards creating a community, and more "educational" content. », linked to the conversion goal. Do not forget that social networks, in addition to being a communication channel, are also a sales channel: today customers can buy directly from the publications they see through the Facebook and Instagram Shops.

6.- Choose your delivery tool

If you don't know which of the many steps an online retailer must manage is absolutely necessary to be automated and therefore accelerated and simplified, the answer is: all. And there is a way to do it, and it involves knowing how to put yourself in the right hands and plan shipments through a single tool. One of these channels is Packlink PRO, which integrates with your eCommerce (created by Wix, PrestaShop or WooCommerce) automatically, so that it is easy to import and monitor the orders received, as well as send with national or international services, saving up to a 70%, all without contracts or monthly fees.

We will continue to communicate…