eCommerce is a rage and has strong reasons. It is expanding without end and with no apparent limits, and it touches every aspect of our lives. Many companies are trying to figure out how to make the most of this opportunity, but their efforts sometimes fail. Randall Castillo Ortega, an expert in eCommerce and global trade, offers some tips to increase the customer base for an eCommerce platform.

To meet customers' needs and improve your eCommerce tools, it is important to keep in touch with them. Castillo suggests email marketing as a method to interact with customers. Email platforms allow for more effective communication and marketing campaigns. It is possible to segment recipients to reach a specific target at any time. This allows you to save resources and not waste your efforts on customers not interested in certain products.

Maintaining a dialogue with customers is vital. “You cannot expect to bombard them daily with emails and not learn from their feedback,” explains Castillo. “To avoid making the same mistakes again, optimize every campaign using the feedback and results from the previous campaign. Then you can start to develop a more efficient strategy.”

To ensure that your subscribers receive personalized content and exclusive offers, it is essential to take care of them. It is best to ignore subscribers who don't want your content and instead focus on the ones who are.

Product recommendation can be a great way to increase your average order size. Castillo states that 54% of retailers who use automatic recommendation services increase their average order price.

The quality of the recommendations tools can influence the success of the purchase. They must be tailored to each customer based on their individual user behavior. This is because the more relevant the recommendations are to the buyer, the greater the likelihood that they will buy. A recent study found that 45% of online shoppers will buy from sites that offer personalized recommendations.

You can take advantage of these tools by choosing a recommendation engine that considers stock levels and doesn't recommend products that aren't in stock. They should be able to suggest products that are similar to what you are looking at—for example, a case for your smartphone, or a tripod for your camera. The shopper will be able to buy the products they want without needing to search endlessly.

Castillo adds, “If I could give one piece of advice to companies who have an eCommerce or wish to sell via the Internet, it would be to talk to them about how to implement a process. It is essential that they first analyze the situation and determine where they are at the moment before they begin to plan any actions. An initial audit includes three types: web traffic, organic positioning, and digital reputation.”

It is not enough to have a website, a store that's attractive, and a smooth purchase process. Your eCommerce must also offer a satisfying experience for mobile users. It is not enough that your eCommerce is well-positioned for “normal” organic searches. Your eCommerce must also be well placed in mobile results.

Although mobile is a popular choice for shopping, many people still prefer to shop on the desktop. However, mobile is becoming more popular as the user can use it to ask questions, browse physical stores, and move around the city. To increase conversion, it is important to be present and master all channels, mobile or not, as more users interact in multiple channels until they make the purchase.

Many Internet users have a mobile phone that has Internet access. They also carry their phones around with them, unlike the former. Online stores who are able to adapt and take advantage of the growing importance of cell phones in the buying process will be ahead of their competition.

About Randall Castillo Ortega 

Randall Castillo Ortega has been involved in the financial space virtually his entire professional career. In addition to having founded the financial lending firm RACO, he is also an avid outdoorsman and, along with his family, is a huge community supporter. He regularly participates in community ceremonies and events organized to drive a better environment for children and families.

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