A lot of new Magento online store owners make the mistake of assuming that everyone is finding their website and viewing their store the same exact way – on the same device, on the same browser, and with the same viewing pattern. It’s also easy to assume that your only online presence exists only in your website, when in reality, your brand encompasses so much more.
It’s important to understand modern web stores attract customers in many different ways. Building a healthy brand means reinforcing that brand across social media, your Magento store, your blog, advertisements, and your brick and mortar store if you have one.
There are great tools at your disposal to understand who is visiting your website, how they are viewing your it, and how they got there. So, if you are only viewing and understanding your brand identity by viewing your website from the same desktop computer and the same browser – here is our advice.
1. Understand the Analytics
You probably already use Analytics to track visitors coming to your online store. You can use your Analytics to see which devices and browsers visitors are viewing your store from, and you should be sure to test your website across all of these platforms. You might be surprised to find that most of your visitors are not using the same browser or device as you are to test your website, and it’s important to test thoroughly, especially among the most common browsers. Luckily, the most common browsers are usually the best ones, although Internet Explorer can sometimes still cause problems.
You might notice that your bounce rate is higher on mobile devices, but statistics show that many users are researching products on their phones, and then switching to desktop to complete purchases. So, despite a higher bounce rate, your responsive Magento website should look and work great on Desktop, mobile devices, and tablets.
2. Extend your website brand to your social media
Care must be taken to ensure the brand voice across your social media is consistent with that of your website. If you write your social media posts with a sense of humor, while encouraging user participation, you should take the same attitude with your website and blog. If your brand caters to only hard core consumers of a specialty product, try to attract those same visitors to follow you on Twitter by displaying your expertise to those who would be interested.
Your brand is bigger than just your website. Your brand is bigger than your logo, your products, and your color scheme. Your brand is the spirit of your business, and it encompasses the visual elements like your logo and colors as well as the tone and voice with which you create the content for your website and social media presence. Here are some examples of businesses with excellent brand identities that are reinforced across multiple platforms.
Your Tea isn’t your typical stuffy English breakfast tea. Your Tea has successfully taken the tired idea of tea and made it modern, trendy, and appealing to young people, all with their excellent branding. Upon visiting Your Tea’s website, you’ll notice the utilization of Instagram style images combined with bright colors and a simple, trendy logo.
Because Your Tea appeals to a younger crowd, they do an excellent job of encouraging use of Social Media promotion. Your Tea re-posts users images and utilizes hashtags to gain attention. Your Tea has a similar approach across all other social media platforms, and successfully creates an audience of trend-conscious, health conscious young people who further the brand by sharing their own experiences.
The most successful part of the Your Tea campaign is that it is consistent. Your Tea’s email blasts, their desktop website, their mobile website, their social media and their blog all reflect the same voice and all encourage sharing and approachability.
3. Exhibit your expertise
Shoppers are not only searching for products, but they are also concerned with buying the best product at the best price. Especially for more expensive or speciality items, shoppers are willing to do research to find the best solution for their needs, and this is another way you can attract visitors and establish trust. We’ve written previously about the importance of integrating a WordPress blog into your Magento website and how. We’ve also written about how to use your blog to reinforce your brand’s voice.
Remember that a blog is another way for your visitors to get to know you. Any trust and loyalty you can build with your visitors will help your sales. Your blog is the perfect place to build this trust, and should also interact with your social media and encourage your users to do the same.
Customer Success Manager
