Why consistent messaging is key to closing more ecommerce sales.

Oct 09 2019 | PayPal editorial staff

Your website, social media channels, and emails are unique opportunities to communicate with customers at various stages of the purchase journey. Learn how unifying your messaging approach across these channels can help move customers closer to purchase and result in higher sales for your online store.

As an ecommerce retailer, you know shoppers don't always purchase an item the first time they see it online. They may learn about an item while scrolling social media and even click though to your website, but then something comes up and they don't go through with their transaction. Later on, an email lands in their inbox with a promotional offer that encourages them to complete the purchase. They click back to your website, where they see that same promotional offer as a reminder, and this time around, they click “buy."

Embrace a new kind of channel surfing.
This multi-channel path to purchase is common—and it's one ecommerce retailers can use to their advantage. Businesses who use three or more channels to market their products enjoy a purchase rate 250% higher than businesses who use only one channel.1 What's more, as shoppers need to interact with your brand about seven times before they take a specific action2, running consistent campaigns across several channels—such as your website, email, and social media platforms—helps you reach customers at these seven touchpoints even sooner.

Play into each channel's unique strengths.
Each channel has its own strengths that you can use to shape your multi-channel marketing strategy.

  • Social media is great for making customers aware of your business and products. You can introduce your brand to new customers through hashtags, sharing, and social ads. Because each platform is different, social media marketing can help you reach different audiences with messages important to them. This encourages customers to keep your business top of mind when making purchase decisions.

  • Email is an effective way to help turn shoppers into buyers—32% of people surveyed say emails from brands remind them to make a purchase3, and 60% will purchase from emails that offer incentives.And since your customers likely check their email multiple times a day, it's a good way to deliver personalized messages and encourage them to learn more about your products or return to your website to complete a purchase.

  • Your website is another powerful marketing tool. It educates customers about your products or services and helps you gather information about them that you can use to personalize their shopping experience. Your website is also a shopper's final destination before purchase—and a key opportunity for you to encourage them to complete the checkout process.

However shoppers are arriving at your online store, it's important to deliver a cohesive experience and consistent messaging across channels, and throughout your website, from the homepage to the product page to checkout.

Use consistent messaging to incentivize shoppers.
Using consistent messaging across channels is a sound strategy for communicating promotional offers that set your online store apart. A great example for how to do this is promoting a consumer financing option like
 PayPal Credit5 across multiple touchpoints. By letting your customers know they have flexibility to buy now and pay over time, they can get the item they need or want now and you can get higher sales.

In many cases, this messaging is the motivation a shopper needs to complete the purchase. In fact, 38% of PayPal Credit users decided to make a purchase because they saw PayPal Credit messaging while shopping, and 45% of shoppers used PayPal Credit because that promotional messaging gave them an incentive.6

Make sure to remind customers of this financing option in multiple channels. Send an email letting customers know they can buy the product they're interested in now and pay for it over time. And when they click through your website, include a message about the same consumer financing offer on your homepage as well as your product and checkout pages. The end result is a seamless transaction, from inbox to checkout, where the shopper never loses sight of your special offer.
Be there at every stage of the purchase journey.
Consistent messaging across multiple channels is key to helping close more online sales. By reminding shoppers about your products and various payment and financing options at several points throughout the customer purchase journey, you can help influence their decision to buy and drive higher sales for your business. The payoff for these efforts can be big—an integrated multichannel marketing program can boost an ecommerce store's revenue by 15% to 35%.7

The content of this article is provided for informational purposes only. You should always obtain independent business, tax, financial, and legal advice before making any business decision.

1 Omnisend. The 2019 Marketing Automation Statistics Report. January 1, 2018 – December 31, 2018.

2 B2B Marketing. The marketing rule of 7, and why it's still relevant in B2B. July 5, 2019.

3 eMarketer. How Do Brand Emails Aid in the Purchasing Decisions of US Internet Users? November 15, 2018.

4 Yes Marketing. Data: Over Half of Consumers Ignore Retailer Emails Because of Inbox Overload. September 25, 2018.

5 PayPal Credit is subject to consumer credit approval.

6 Online study commissioned by PayPal and conducted by Logica Research in November 2018 involving 2,000 U.S. consumers, half were PayPal Credit users and half were non-PayPal Credit users.

7 ClickZ. How does a multichannel marketing strategy improve revenue, retention, and conversion? May 14, 2019.

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