People became more and more addicted to online shopping, especially after the global pandemic spread in almost all countries of the world. Even the people who hate online shopping and did not use e-commerce websites became widespread users of these websites. After these events, e-commerce websites tried to develop new digital marketing strategies to increase their conversion rates.
What is Conversion and Conversion Rate?
Conversion is when a visitor of your website completes a desired goal, such as filling out a form or making a purchase. Conversion rate is a digital marketing metric that shows the percentage of total visitors that convert. (Wordstream)
How to Calculate Conversion Rate in E-commerce Website?
The conversion rate is equal to the number of conversions divided by the number of total purchases (or any other conversion goal has been defined). For example, if you had 10 conversions from 1.000 website visitors, your conversion rate would be 1%:
CR = (Conversions / Visitors) * 100 = (10/1000) * 100 = 1%
Besides well-known companies, e-commerce businesses in Turkey have also been growing faster every day. Trendyol.com, Sahibinden.com, Hepsiburada.com, N11.com, Gittigidiyor.com are great examples of these websites.
There are lots of good reasons why people chose these websites to shop and fulfill their needs. Now, I am going to analyze the factors, which are influence the traffic and conversion rate of the fastest-grown e-commerce website in Turkey: Trendyol.com
Trendyol.com is an online retail shopping website established in Turkey in 2009. The company reached a record with 1.5 billion visits, 25 million active users and sold 60 million products, and reached 60 million mobile application downloads after November 2020 campaigns. The sales of Trendyol suppliers also increased by 158% compared to the same period last year. (Webrazzi)
Source: Ubersuggest
Personalization: “Special for You”
Trendyol uses personalization strategy perfectly: they took data about the product page, categories, and brand pages you visited and then created “Special Categories for You”, “Special Products for You”, “Special Brands for You” section on the home page. You can then continue shopping for products, which you have already liked.
Categorized Wishlist: “My Collections”
You can not only add products to your wishlist but also categorize them with folders named collections, like t-shirts, jewelry, shoes, headphones, etc. Name what you want. Categorized favorites lists make it easy to find them anytime you want.
Push Notifications from App
Besides the website, the Trendyol app is the most downloaded shopping app in Turkey. The app sends push notifications almost every day to attract its customers to shop. Notifications are not just about the campaigns, special days, also related to exactly the products you have been added to your cart or wishlist.
Messages which create urgency are very good triggers in digital marketing. The scarcity principle of persuasion by Robert Cialdini also supports this theory. Trendyol, on the other hand, usually uses this activity through its mobile application. As soon as the user adds a product from Trendyol that he likes or is interested in, this is directly processed into Trendyol’s data, and then the push notifications are sent from the app to users to influence their decision-making process.
For example:
“The price of the product you added has dropped!”
“Only a few sizes left!”
“Last product of your size!”
Campaigns from Brands
Trendyol is also popular with its high sale campaigns from brands. They publish attractive campaigns almost every day from different brands and stores. These clickable “SALE” banners have a very high impact on the conversion rate.
Easy Way to Track Your Orders
Order tracking process has been designed to track easily. You can get all the information about your order anytime you want: by e-mail, push, or in-app notifications.
Sales in Your Wishlist: “the Price You Added VS the Price Now”
The algorithm of Trendyol also works after you added products to your wishlist. If there is a sale offer, new deals appear on your wishlist like: “The price you added was 50 TL, now the price is 25 TL!”. This technique attracts buyers even more!
Specific Filters
Trendyol always offers specific filters, categories to find exactly what you looking for. Buyers do not have to look at every product page. They need to select exact clothes, style, brand, color, fabric, and even pattern! You can also sort them by bestsellers, recently added, cheapest to more expensive. People love to get everything easily.
Affiliate Marketing
Influencers who want to increase their income, share their favorite products on Trendyol like a post, and share the label part of the product on their pages and sign the affiliate agreement. In this way, Trendyol announces its name and products to millions in a short time. Within the framework of this partnership, page owners generally share products that may be of interest to their users and differentiate themselves from the usual advertisements.
Influencers’ Selections
Due to buyers trust influencers more, they are likely to buy the products they selected. You can see the list of influencers and their picks on the home page.
Remarketing
The remarketing pixel code that Trendyol places on its website while users are browsing, collects necessary information such as the product information that users visit. Thanks to this cookie, even when the user exits and browses other sites, the browser keeps the information about which sites the user is visiting. As soon as the user goes to another site, they can see Trendyol’s products in the form of an advertisement with their visuals and prices. Remarketing ads trigger visitors back to the website again to continue shopping.
In conclusion, Trendyol actively develops and applies its digital marketing strategy in different fields such as Social Media Marketing, Affiliate Marketing, Search & Display Advertising, Conversion Optimization, Search Engine Optimization, etc.
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