Chiropractors who are growing their practice, revenue, and influence, consider e-commerce a critical part of their overall marketing strategy.
Having a smart store on your website can help you showcase your favorite products to your patients, helping them live a healthier life and helping you establish greater financial security.
In this article, you’ll discover 3 e-commerce tips to help you succeed in the new world of digital marketplaces.
The goal is not to “compete” with Amazon (even if you wanted to, you never could).
Instead, your goal is to curate a specific selection of products that are your favorite things.
Then, promote these products to your health tribe (your Facebook audience, email list, etc.).
The concept is simple, but you need to consider a few important questions like how are you driving traffic to your store?
And do you have a proven-effective strategy to promote your “favorite things” consistently?
Drive Consistent Traffic to Your Chiropractic E-Commerce Store with Email
Traffic is the fuel that powers your online store.
Without any traffic, you won’t be able to generate any sales.
One of the best (and least expensive) ways to drive traffic is through email.
Using your email list to drive traffic to your chiropractic e-commerce store each week is the best way to ensure consistent sales.
On average, an e-commerce store can expect a conversion percentage of around 1-2%.
That means for every 100 people who visit your store; you should expect between 1-2 to purchase something.
We recommend sending a weekly email highlighting a favorite product in your store to your email subscriber list.
This weekly email should highlight a product that hits three critical criteria.
The product should be…
- Has Demand
Relevant products are relevant in two ways – both to your patient’s needs AND to your monthly marketing campaign.
Profitable products are pretty obvious but don’t get fooled by the cost.
Sometimes the margin or profit on lower-priced products can be larger than more expensive items.
And finally, demand – there’s no reason to push a rock uphill.
If your product already has consumer demand, it will make a massive difference in your conversion percentage.
If your favorite product is relevant, profitable, and has demand, then sending a weekly email promoting it can add a big boost to your conversions and sales.
Each month we recommend switching up your featured favorite product to tie directly into your monthly marketing campaign.
For example, low back month may have lumbar support as the featured favorite product, where sports performance month may have your favorite foam roller.
Email is much cheaper than Ads (tip 3) and works much faster than SEO (tip 2).
Here are a few email stats from Hubspot…
- There are 3.9 billion daily email users
- Mobile opens account for 46 percent of all email opens.
- 35% of business professionals check email on a mobile device.
- 73% of millennials prefer communications from businesses to come via email.
- 78% of email users have seen an increase in email engagement over the last 12 months
- 80% of business professionals believe that email marketing increases customer retention.
- 59% of respondents say marketing emails influence their purchase decisions.
Based on those stats, you can see why our top recommended tip for e-commerce is email marketing.
SEO is also a part of E-Commerce
You’re probably not the only chiropractor with a website in your town.
So, if you want to show up in the top search results, you need localized search engine optimization.
There are two parts to SEO when considering chiropractic e-commerce.
First, you want to ensure that you have the SEO for your main website in order.
After that is taken care of, you can now focus on the SEO of your chiropractic e-commerce store.
Each product is going to have it’s own description and pictures.
The name (title), description, and picture tags help Google, and the search engines determine what you are trying to sell and match it to the searches that people are making.
When creating a product description, you’ll want to find a balance between showcasing the item’s benefits (not features) and hitting your targeted keywords.
The days of keyword stuffing are over, so make sure that the description is natural and not awkwardly “stuffed” with the keywords you are trying to hit.
Also, be mindful of your product URL.
Your product URL is the specific web address of the product.
For example, a simple URL is something like…
You’ll want to avoid long, confusing URLs that don’t contain your product name or keyword.
Here is an example of a bad URL for a chiropractic shirt…
Not only does a URL like this make is pretty much impossible to remember or tell anyone, but it also makes it impossible for Google to identify the product.
Your product URL is one of the most important ranking factors, so make sure they are as short as possible while still containing your keywords and product name.
Online Ads Keep You Top of Mind
There are online ads in search results, on websites, and everywhere else on the Internet.
Google Ads is the most popular ad provider and includes ads in Google search results, display and text ads on websites, and video ads on YouTube.
There are also ad platforms on many social media sites, such as Facebook.
Ads allow you to provide audience targeting, so only people interested in your chiropractic services will see them.
The downside is it costs money and can leave you with no budget and little improvement if not done correctly.
If you decide to run ads, we highly recommend using a re-targeting strategy.
Inspiring a “cold” lead (someone who doesn’t know, trust, or like you) to purchase something is incredibly hard and usually expensive.
But you probably have a list of hundreds if not thousands of people who are the exact opposite- they are hot!
These are your past patients.
Re-targeting involves showing your ads to a specific group of people who have already engaged with you; in this case, it’s your past patients.
Platforms like Facebook allow you to upload a custom audience based upon email address, etc., that you can “re-target” your ads to.
Re-targeting tends to produce much better conversions and sales at a much lower cost because you show your “favorite things” to your “favorite people”!
Get Started with E-Commerce Today
Ecommerce is here to stay.
And in today’s ever-changing landscape of practice, securing consistent revenue channels is more important than ever.
You already have a tribe of people who know, trust, and like you.
They have curiosity and demand to buy your favorite, most recommended products.
Ecommerce allows you to offer your patients and health tribe, convenient access to learn about and purchase your favorite things.
That benefits both of you.