22 Feb Ecommerce: the local marketing benefit you’re overlooking
People typically think of local marketing as a clicks-to-bricks endeavor, its sole purpose being to funnel online traffic to your brick-and-mortar locations. And let’s not kid ourselves. This is an incredibly important aspect of local marketing. It’s one of the key reasons a brand turns to a company like Placeable for help. However, an often overlooked benefit of local marketing is a boost to your ecommerce as well.
Face it, we live in the on-demand world. The path to conversion is no longer clear-cut. While many customers still prefer to shop at a physical location (yes, including millennials), many prefer the on-demand option.
This is where an optimized local landing page can become an ecommerce-generating machine. If you provide multiple avenues for conversion, more customers will take them. Don’t miss out on a potential online sale because you were too focused on driving customers to your stores.
How should you optimize local landing pages for ecommerce?
Target physical locations on mobile, target ecommerce on desktop
We live in a mobile-first world, so you should be designing your local landing pages with smartphones in mind. As such, a tiny screen gives you just enough room to have your name, address, phone number, directions, hours and your primary call-to-action (CTA).
However, you don’t have the same size limitations on desktop. Customers are also less likely to be out and about if they’re chained to a desktop. Naturally, the likelihood that a potential customer is intending to visit a location decreases. That’s why desktop is the perfect medium to drive ecommerce sales in addition to in-store traffic.
The best approach to generating ecommerce on your local pages is to simply include recommended products. For example, GNC, one of Placeable’s clients, includes several product recommendations at the bottom of their local pages.
And it’s as simple as that!
Too many brands think of their landing pages as the digital facades of their brick-and-mortar locations. But if you’re smart about how you set up your local landing pages, especially for desktop, you can start generating more ecommerce.