Optimizing Your E-Commerce to Reach a Wider Audience


Published: | By Noah Rue

Reaching a wide audience doesn’t just happen. If you want your online business to thrive, then you need to know how to unleash the power of your virtual storefront. This article describes the most important techniques you can use today to reach the widest possible audience, no matter where they may be.

Prioritize User Experience (UX) and User Interface (UI)

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If you want to convert prospects into customers, then you need to ensure that your online platforms are designed both to attract audiences to your site and to keep them there. This means that providing a great user experience (UX) and a highly functional user interface (UI) is essential.  

After all, it doesn’t matter how great your product or service is if your e-commerce platforms are so poorly designed that your prospects don’t stick around on your pages to learn about what you have to offer.

There are specific aspects of both the UX and UI that you will want to attend to if you’re going to draw audiences to your pages and convert them to paying customers. 

In regard to UX, this means ensuring that your site speeds are fast and your connections are stable. If pages are too slow to load, or if your visitors are constantly having to reload or refresh, chances are they’re simply going to turn to a competitor’s site for a faster and more seamless experience. This is especially true if you’re trying to connect with audiences who are under severe time constraints, such as busy professionals or working parents. Odds are, these target consumers will have little time, patience, or desire to waste precious minutes trying to get your product catalog or your shopping cart to load.

Ensuring that you’re providing an exceptional user experience in your virtual storefront and online pages also means ensuring that your software is both up-to-date and functional. This also means that you must safeguard against potential functionality issues, such as software regression.

Software regression occurs when software updates and patches prove to be incompatible with one another. This can cause sites and apps that once worked seamlessly to malfunction. To protect your pages against this and ensure an optimal user experience, you need to ensure that you confirm the functionality of all your sites and pages across all platforms, from PC and Mac to mobile.

In addition to providing a consistently stellar UX, you must also consider your UI. Prioritizing accessibility, for instance, can help you reach consumers who may have sensory impairments, mobility challenges, or learning disabilities that make it difficult for them to navigate traditional interfaces. This can be a powerful tool for reaching a demographic that is far too often underserved and that may well reward your efforts with loyalty and word of mouth.

In a similar vein, you should also design your UI to accommodate the various languages and cultures your audience may encompass, including implementing translation software where feasible. 

Perhaps most important of all is to ensure that your interface is compatible with the various platforms your audience may use to access your sites. Indeed, because many consumers do their browsing and buying on mobile devices, such as smartphones and tablets, rather than through laptops or Mac, you’ll want to use an omnichannel approach to interface design.

In other words, your pages need to look as good and work just as well on mobile as they do on PCs and Macs.

Super-size Your SEO and Social Media Strategy

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Providing an exceptional user experience and an accessible, functional interface is only half the battle when it comes to reaching a wide audience. You also need to up your search engine optimization (SEO) game. After all, prospective customers aren’t going to wade through page after page of search engine results. 

That means that if your company doesn’t score high on a Google search, ideally appearing within the first two pages of results, then you’re likely going to lose that prospective customer. This is why SEO is imperative not only for attracting visitors to your sites but also for increasing brand awareness in general. 

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In addition to SEO, you will also need to cultivate a robust social media presence if you want to reach the widest possible audience. This should include not only frequent interaction with customers and prospects on platforms such as Facebook and Twitter, but also the creation of video marketing content for wildly popular channels like YouTube and TikTok. 

Maintaining a business blog and live streaming company events, such as product introductions and demos, can also be an ideal way for small businesses to market themselves without breaking their budget. The more diverse and prolific your social media content, in other words, the larger and more diverse your audience will be.

The Takeaway

The Internet has truly opened up a world of possibilities for aspiring entrepreneurs. However, the sheer immensity of the space means that business owners and marketers alike must work harder than ever before to stand out from the crowd. There are tangible things, though, that business leaders can do to reach the widest possible audience.

This includes designing and developing your sites to ensure an exceptional user experience and an interface that is accessible, navigable, and functional across myriad platforms and devices.

In addition, ensuring that your content is SEO optimized can help increase brand awareness and ensure that prospective customers can always find you.

Similarly, cultivating a robust social media presence will also help drive awareness, interest, and engagement, particularly if you actively engage audiences on multiple platforms.

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