Winning the e-commerce game in consumer electronics retail is about as tough as it gets.
Shoppers in the market for laptops, tablets, and cameras are laser-focused on price and steeped in research about products on their wish lists. And the early adopters among them follow the hype before an item launch, study product reviews, and consult the experts on where to get the best deal.
Here are tips you can use make sure your Google Shopping campaigns and website are optimized for the current back-to-school rush and other big spending seasons.
Let’s start with Google Shopping …
Supercharge Mobile Campaigns
Electronics buyers are often early adopters. They stay ahead of the curve and are more comfortable purchasing on mobile than buyers in other verticals. We’ve seen this reflected in mobile conversion rates: Electronics retailers tend to have higher conversions from mobile Google Shopping ads — as much as 60% higher than from ads on desktop.
This means your Google Shopping campaigns should be mobile-optimized. Check your metrics, and you may find that increasing your budget for mobile campaigns makes sense to give your products better visibility and a better chance to convert on mobile.
Electronics retailers tend to have higher conversions from mobile Google Shopping ads — as much as 60% higher than from ads on desktop.
Note that this tip assumes you already have separate campaigns set up for mobile. If you don’t, check out this blog post for tips on mobile bid adjustments.
Don’t Dismiss Broad Keywords on Mobile
Shoppers search differently on desktop than they do on mobile. On mobile, shoppers might search a broad term, like “laptop computer,” navigate through the listings to find products they like, and purchase them.
On a desktop, well-researched shoppers are more likely to search long tail keywords or even product SKUs. It’s easier to type a more descriptive query or copy and paste a long SKU in desktop than it is on mobile.
On a desktop, well-researched shoppers are more likely to search long tail keywords or even product SKUs.
What does this mean for you? Keep in mind that broader search terms perform better on mobile than they do on desktop. So in mobile campaigns, consider revisiting your negative keyword strategy to allow your ads to show for those generic terms (remember, early adopters convert on mobile). On desktop, keep your spending on broad search terms to a minimum, as they can quickly drive up cost as consumers research products without purchasing.
Be Ready for Big Spending Seasons
Come back-to-school, holiday, and tax refund season, consumer electronics fly off the shelves. You can capitalize by making some adjustments in Google Shopping.
Take the opportunity to bid up high-priced items to get them in front of newly flush shoppers during tax refund season.
In the back-to-school shopping season, consider the college-bound. These shoppers will be looking for a mix of high-end items, such as laptops and noise-canceling headphones, and low-end items, like phone cases and extra USB cords. Your best bet is to check your top sellers from previous years before jumping into bid adjustments.
During the end-of-year holidays, people are buying gifts for others, so this is a time to give lower-priced items in your catalog a bid up. Think lower-end speakers, headphones, phone cases that you may have been ignoring during the rest of the year.
Tax time calls for a different tactic. As Uncle Sam disburses tax refunds, shoppers are indulging and justifying big purchases for themselves. Think LED Smart TVs, computers, home and car stereos that are high-end, not everyday purchases. We generally see a lift in these higher-end purchases starting the last week of January through the beginning of March. So take the opportunity to bid up the more expensive parts of your catalog to get these high-price items in front of your newly flush shoppers during tax refund season.
To simplify these adjustments, consider dividing your catalog by low and high price tiers that will make it easy to bid up these parts of your catalog at the appropriate times.
Now that you’re ready to reel in shoppers in Google Shopping, let’s look at a few ways to optimize the experience once they land on your website….
Deliver a Smooth Landing Page Experience
Once you’ve hooked a shopper with your product in Google Shopping, don’t let him even think about hitting the back button. Keep shoppers on your site with product landing pages that look consistent with the rest of your web site and offer a smooth transition to purchase.
Ensure each product landing page offers easy and intuitive navigation to other parts of your site. If a shopper hasn’t found what he’s looking for on one landing page and wants to browse your site, it should be simple to jump to similar or complementary items without using the dreaded back button.
Think of your landing pages as entryways to your site that always need to make a good first impression.
For example, if a set of over-the-ear headphones brought a shopper to your site, consider showing other models or different brands of headphones on the landing page to keep the intrigued shopper on your property.
It helps to think of your landing pages as entryways to your site that always need to make a good first impression. For more ways to optimize your landing pages, check out this post.
Make It Easy to Buy
Don’t lose customers at the point of purchase because of an inconvenient, lengthy checkout process. With your early adopter shoppers in mind, you want to make sure your purchase process is fast, simple, and secure, especially on mobile.
Also consider adding Apple Pay, Google Wallet, PayPal, and other new payment methods to your checkout pages. This will help maximize conversions by giving these shoppers the newest, most convenient ways to pay.
Get Creative with Value Adds
It’s sad but true: Free shipping isn’t the value add it used to be. Now, shoppers just expect it. To drive sales over the line, electronics retailers need to give shoppers extra incentives to purchase from their sites, and not elsewhere.
Financing offers, payment plans, or interest free payments are good options for high price tag items. Or consider offering free two-day shipping instead of standard to get items to your customers faster.
Free shipping isn’t the value add it used to be. Now, shoppers just expect it.
You can separate yourself with extended warranties or buy-back policies that increase buyer confidence. Consider implementing a loyalty program to keep shoppers coming back to you when it’s time to upgrade.
Electronics retail will always be competitive, but by optimizing the customer journey from Google Shopping, or any acquisition channel, through purchase on your site, you can stay in the game and win.