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  • Author: Advertise.com Team
  • Date: December 16, 2013
  • Category: Copywriting, Marketing Tips, Online Advertising, Remarketing
Effective Marketing for Big-Ticket E-Commerce Items

No matter what time of year it is, if you’re marketing for an e-commerce or online retail brand, chances are there are at least a few products you’re prioritizing over others. Whether you’re pushing a new product launch or running an enticing promotion on one of your catalog’s pricier items, high-profit and low-probability conversions are a great opportunity to optimize your pay per click campaigns.

Over the 2012 holiday season, U.S. consumers spent $42.3 billion online—a 14 percent increase compared to 2011. More and more consumers are now comfortable buying expensive products online, but that doesn’t mean your work is done. Whether it’s tailoring your landing page design and copy, deploying highly targeted ad campaigns, or utilizing remarketing strategies, there are some very important strategies to get the attention of your big-ticket shoppers, and keep it.

Accelerate the Decision Process

Big ticket items tend to require a much longer sales process than lower priced items—wooing a car shopper is a much taller task than wooing a candy shopper. But online marketers can speed up the process by bringing high-impact information to the table.

What do we mean by “high-impact information”? In order to accelerate the decision making process, you should compel the potential customer with language that solves the customer’s needs, is convincing and authoritative, and that they can relate to. Here are a few such strategies you can implement on your landing pages or PPC ads:

  • Use enticing, emotion-driving language. We know that people are more likely to become customers when they get emotionally attached to what you’re providing. Sometimes this can be as simple as adjusting the words you choose to describe it. For instance, maybe you’re not just selling a vacation package—you’re selling an escape for couples looking for a romantic and relaxing weekend away from their busy lives. So you might call them “romantic getaways,” instead of “vacation packages” and sell the story like that.
  • Be authoritative. Is your featured product truly the best on the market? Say so! Use definitive, confident, cut-and-dry language when speaking to your shoppers. There’s a time and place for subtlety and equivocation—your e-commerce site isn’t one of them.
  • Use real testimonials. Customers want to believe that your product is right for them. Inject quotes from current and former customers that illustrate the primary (and even secondary) benefits of your big-ticket item. If you’re segmenting your landing pages appropriately, you can tailor quotes to support the most important selling points for the customers who respond to various versions of your ads.
  • Stack up the competition. Chances are your visitors are taking a careful, measured approach to the buying process. Show them that your brand knows there are other options, by comparing your product to similar, competing products, and highlighting the positives that fall in your product’s favor. Even if your product doesn’t “win” in a clean sweep, a clear, honest comparison chart can go a long way toward establishing brand trust and encouraging these profitable conversions.
  • Write a great FAQ section. When shopping for more expensive items, customers are bound to have questions. Take some time to delve into your customer feedback files, see what concerns and questions are common, and address them head-on in your Frequently Asked Questions section. You might not be a mind reader, but you can convince new customers nearly as much with thoughtful FAQs.

Play the Long Game

As mentioned earlier, buying a more expensive item online typically requires a more measured process of persuasion. While utilizing high-impact information can be a great way to push reluctant buyers over the edge, some customers really do need multiple brand experiences before they can truly make a purchase.

Remarketing platforms like the one by Advertise.com utilize cookies to plant relevant display ads for your product, even after the customer leaves your site. Fred may have only spent a minute browsing your “Custom Neon Signs” page, but by remarketing to Fred, he will see your ads when he visits similar sites within our display ad network. Now, Fred is significantly more likely to revisit your site and buy that custom sign. By utilizing remarketing in your pay per click ads, you can manage the decision cycle for a slow and steady customer relationship that produces results.

If you ever plan on communicating with your audience before they make their purchasing decisions, it’s also important to get contact information anywhere you can. Sprinkle “Contact Us” and “Have a question?” forms throughout all of the landing pages and product pages that your PPC campaigns point to. Be ready to reach out to these leads via phone or email for that final push that can result in conversion.

One of the biggest challenges in e-commerce today isn’t necessarily driving conversions, but driving the right conversions. By strategically optimizing your pay per click copy and your landing pages, you can turn a single click into much, much more. And by developing a thoughtful funneling strategy and using a remarketing platform to turn the shopping experience into a long game, you can reap the rewards of a featured product promotion gone right.

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