How to Boost Your E-Commerce Conversion Rate with Influencers
Is your online store falling behind on your sales goals? Are you running out of ideas to boost your ecommerce conversion rate? Maybe it’s time you give influencer marketing a try.
Influencer marketing, as the name suggests, involves promoting your brand or products with the help of influential individuals. It has been proven to be an effective way to increase sales, improve marketing ROI, and raise brand awareness, all at a fraction of the cost of traditional advertising.
In this post, you’ll learn how to increase ecommerce conversion rates with the help of influencers. We’ll take a look at some best practices for influencer marketing, and share tips from successful campaigns to help you effectively plan, and launch an influencer marketing campaign.
3 Tips for Influencer Marketing Success
Once you’ve found some influencers to work with, you can just get started with your campaign, right? Wrong! The fact of the matter is that influencer marketing requires careful planning, without which your money, and efforts will be wasted.
Before you launch an influencer marketing campaign, make sure you follow the 3 best practices below to improve your chances of success:
1. Focus on Relevance
One of the most important rules of influencer marketing is to work with influencers who are relevant to your business. It doesn’t matter if you work with an extremely famous influencer if that influencer cannot reach your target audience.
When searching for influencers for your campaign, prioritize relevance over reach. Let’s say you want to promote a new line of sporting goods products from your ecommerce website. Instead of working with fashion bloggers who have millions of followers, it would be better to work with fitness and adventure bloggers with several thousand followers.
2. Give Influencers a Voice
Are you trying to control every single thing your influencers are doing? Maybe you’ve provided them with a pre-written description that they must copy-paste when promoting your online store. The problem with this is that it could ruin your relationship with the influencers, and also prevent them from effectively communicating your message to their followers.
A 2015 study by Crowdtap found that the biggest factor for influencers to work with a brand is creative freedom. And the biggest reason why they dislike working with brands is when their editorial guidelines are too limiting. These stats highlight the fact that you need to allow influencers to infuse their own style, and voice into your promotional messages.
3. Be Authentic
Authenticity is a key factor that influences both how consumers feel about brands, and their buying decisions. In 2017, TapInfluence predicts that people will be questioning the authenticity of celebrity and influencer endorsements.
This means that if you want to increase ecommerce conversion rates, you need to focus on building strong, authentic relationships with your influencers. When an influencer feels a genuine connection with your brand, the content they create to promote your products will be more authentic, and believable.
To launch a campaign that will successfully increase online sales, make sure you follow the three influencer marketing tips above. Depending on your specific marketing goals, you will also need to go through several more steps to plan, and launch your campaign.
3 of the Best Influencer Marketing Success Stories
Tips and advice are great, but the best way to learn something new is from real-life examples. So let’s take a look at some of the best examples of influencer marketing in India. These success stories can give you a clearer understanding of how you can pull off your campaign more effectively:
Influencer Marketing Case Study #1: Nykaa
Nykaa is an ecommerce store that mainly deals in beauty, skincare, and makeup products. To better promote their products, the store has launched an ongoing influencer marketing campaign under the name, “Style Divas @ Nykaa.” Through this campaign, popular beauty bloggers showcase makeup and beauty tips that incorporate products available in Nykaa’s online store.
Some of the tutorials created by influencers for the campaign also feature giveaways. For example, “The Perfect Bold Lip for your skin tone,” video tutorial from Aashna Shroff, which has more than 69,000 views on YouTube. Shroff is a perfect choice of influencer for Nykaa, because she specializes in lifestyle, beauty, travel, and style, and she has more than 288k followers on Instagram.
What Worked For Nykaa?
- As mentioned above, the ecommerce website works with influencers, like Aashna Shroff, who are highly relevant to their target audience. But that’s not the only reason why their campaign is working so well.
- The biggest reason for their success is that the content created by influencers for the campaign is valuable to their audience.
- With the help of influencers, the brand provides their target consumers with content that helps them learn something useful. And by including products from the Nykaa online store, they’re able to inspire viewers to try the products.
Influencer Marketing Case Study #2: iBuyFresh
iBuyFresh is a Chennai-based, online grocery store that delivers fresh groceries to your doorstep. To promote their services, they decided to invite local foodie bloggers into their warehouse for a behind-the-scenes look at how they work. Each of the bloggers then wrote a piece about their experience at the warehouse, and provided their readers with useful info about the service.
Chennai-based food bloggers, like Sathya Narayanan, (who has just over 10,000 blog subscribers), were amongst the influencers invited to the iBuyFresh warehouse. The blogger outlined, in detail, his experience during the visit, and included some pictures to showcase the hygienically-maintained facilities.
Other bloggers, like Jigar Thanda, were also part of the campaign. In his piece, he not only talked about his experience visiting the warehouse, but also included a review of his experience buying from the website.
What Worked for iBuyFresh?
- Since iBuyFresh is a Chennai-based grocery delivery service, working with local food bloggers was an excellent move. The influencers were relevant to the company’s service niche, and location.
- What’s also notable about this campaign is that the brand provided the influencers with a unique experience. They gave the bloggers an exclusive look at what’s going on behind the scenes of their business, something which regular shoppers will never be able to experience.
- When the influencers highlighted the brand’s hygienic facilities, and excellent service in their blog posts, it further helped persuade their readers to try iBuyFresh’s services.
Influencer Marketing Case Study #3: Koovs
Koovs is an online store that’s fairly new to the world of apparel ecommerce, compared to Indian fashion industry giants like Myntra, and Jabong. The store offers high-street fashion at affordable prices. Koovs has launched several exceptional marketing campaigns, and recently partnered with notable influencers in the fashion industry.
For the campaign, Koovs interviewed several influencers, including a designer, a photographer, a fashion blogger, and a PR professional. The piece, called, “Break into Fashion,” told the style story of each influencer, and how they “broke” into fashion. It contained a short interview, and a favorite look from each influencer. To help readers, “dress the part,” Koovs put together outfits from their online store for each of the fashion influencer’s favorite looks.
The influencers were already huge fans of the store, which made for an effective, and authentic campaign. In fact, one of the influencers was fashion and beauty blogger, Natasha Shrotri, who often features products from Koovs on her blog, Mariposa Love.
What Worked for Koovs?
- By doing short interviews with relevant influencers, Koovs provided their audience with intriguing content. The interviews can help fans learn some interesting facts about their fashion icons.
- The fact that the influencers were already advocates of the store also helped optimize the authenticity of the influencer marketing campaign.
- Additionally, including outfits from the Koovs store with the interviews helped the brand increase ecommerce sales.
Now you know several ways to launch a successful influencer marketing campaign to boost your ecommerce conversion rate. What did you think of the examples showcased in this post? Got any other tips for increasing online sales that you’d like to share with other readers? Feel free to leave a comment below. And if you’re interested in more tips and advice about marketing with influencers, you can always get in touch with me.
Shane Barker is a digital marketing consultant specializing in influencer marketing, product launches, sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.
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