Best strategies to attract customers to a marketplace platform
Make a marketplace platform easy to use
According to Think with Google, 79% of survey respondents
that they are more willing to revisit a mobile site if it is easy to
use. To attract customers and increase retention rate, it is crucial
to organize information structure in such a way that users can
interact with the app in an intuitive way.
When building a digital marketplace platform, software engineers
have to enable convenient search—placed right on the main
page—across numerous filters, categories, and subcategories. By
providing smooth navigation, you will manage to improve user
It is also reasonable to implement an autocomplete feature, this way
saving time for consumers. Additionally, you should include a FAQ
section to give answers to common questions, for example, about
making refunds or returns.
Optimize the website for search engines
If you are going to build a marketplace website and are thinking
about how to attract customers, a company has to implement a search
engine optimization (SEO) strategy. To drive traffic to a website,
it is essential to increase its position in Google search results.
With this aim in view, you need to use relevant keywords, publish
unique content that provides value to the target audience, as well
as create a backlink profile.
Furthermore, the more time users spend with an online marketplace
platform and the lower the bounce rate is, the higher Google search
rankings are. Therefore, it is crucial to improve page load speed,
preventing customers from leaving a marketplace.
According to the
conducted by Portent, the first five seconds of load time have the
highest impact on the website conversion rate. Analysts found that
conversion rates decrease by over 4.4% with each additional second
of page loading.
that load speed plays a significant part in the success of any
digital initiative, especially in e-commerce sites and other
platforms that accept online transactions. Specifically, 70% of
customers say that page load times affect their willingness to make
a purchase while in the US, latency is the main reason why users
abandon mobile sites.
To enhance performance, software experts should compress images,
cash server requests, use a Content Delivery Network, and apply
other practices. What’s more, it is important to employ a technology
stack (programming languages, frameworks, libraries, etc.) that will
contribute to improved performance of a marketplace platform, this
way reducing page load speed.
In addition, you can apply tools such as Lighthouse and Google
PageSpeed Insights that will provide you with comprehensive reports
on various metrics, involving SEO, speed, and accessibility while
offering recommendations on how to optimize the website.
Create an attractive design
Creating an appealing design is a vital part of a customer
acquisition strategy. Adobe revealed that 38% of visitors will stop
using a website if its layout or content is unattractive. SWEOR
reports that 94% of negative website feedback is
related to design
while a modern user-friendly design allows for making a positive
first impression and retaining consumers.
For this purpose, a company should implement a unique branding
style, this way increasing brand awareness and reducing chances to
meet a marketplace platform clone to zero. Then, you should develop
an intuitive user interface, keeping a color scheme clear and
consistent, as well as not overwhelming the layout with various
Analysts found that
83% of mobile users
state that a seamless experience across all screens and devices is
essential. Seamless is not about the same but consistent, meaning
that customers can interact with a marketplace platform on all
operating systems without confusion.
Seamless also implies convenient navigation, smooth transition
between screens, clear menu structure, and other aspects. Thus, with
a quality design, you will be able to drive the audience to a
marketplace application and boost user engagement.
Provide a variety of payment methods
If you are wondering how to attract customers to a digital
marketplace platform while increasing the conversion rate, it is
crucial to provide a range of payment options. Thanks to this,
consumers will be able to make purchases regardless of the currency
they use, location, and other aspects.
With this aim in view, a company can integrate a
such as Stripe, Square, PayPal, or Braintree. For example, by
incorporating Braintree, marketplace application owners will let
buyers use multiple credit and debit cards, digital wallets, ACH
Braintree allows shoppers to make money transfers via online banking
payment systems like SOFORT, Bancontact, iDeal, and GiroPay.
Speaking of worldwide availability, Braintree is supported in over
45 countries and regions, PayPal — in more than 200 countries and
When enabling payment methods, it is important to ensure compliance
with the Payment Card Industry Data Security Standard (PCI DSS) that
requires organizations to secure payment accounts, transactions, and
Include reviews and ratings
The inclusion of the review and rating section is among the main
elements of a customer acquisition strategy. This technique can be
even more beneficial in the long term than launching an advertising
campaign, as it helps increase credibility and loyalty.
Online reviews take a key role in luring buyers and raising the
conversion rate, following star rating, the total number of reviews,
and their recency, according to Podium. Analysts found that
93% of respondents
state that reviews impact their buying decisions. Podium also
informs that 82% of participants said the content of a review
convinced them to make a purchase.
According to Trustpilot, 89% of shoppers worldwide
testimonials before ordering goods. Statista reports that nearly
70% of consumers usually
read 1–6 testimonials
in 2021 prior to deciding whether to buy products or not.
Hence, when creating a digital marketplace platform, it is crucial
to enable customers to write reviews and rate delivered products or
services. Thanks to this marketplace functionality, you will improve
the audience’s engagement and increase the volume of sales generated
by merchants. In addition, a company has to prevent fake references
by allowing only verified users to leave their feedback.
Offer customers a bonus for every joined friend
When figuring out how to attract consumers to a marketplace, a great
strategy is to offer existing customers a bonus for every invited
friend who has joined the app. This is a cost-efficient way to
engage online shoppers while increasing the number of users and
According to Ross, the conversion rate of leads coming from
in comparison with other marketing channels. Furthermore, experts
revealed that referred buyers have a 37% higher retention rate than
other customers generated via other channels.
Semrush reports that 90% of respondents are much more willing to
trust a brand if it is recommended by other people, including
strangers. Hence, by delivering this feature, you will not only
drive traffic to an online marketplace platform but improve customer
Develop a loyalty program
Semrush informs that customer loyalty is generally
worth 10x more
compared to a single purchase. Analysts also say that if consumers
are satisfied with their interaction with a brand, 96% of them are
more willing to tell friends, families, and others about it.
Therefore, if you are thinking about how to attract buyers to a
marketplace platform, starting a loyalty program is among the more
effective ways to achieve this goal. With this aim in view, a
company can use various rewards or credits. For instance, you can
suggest discounts based on the amount purchases made by a person
through a digital marketplace platform.
Keep a blog on a marketplace platform
Keeping a blog is an effective marketplace marketing strategy that
contributes to enhanced user engagement. With blogging, it is
possible to significantly improve Google search rankings and drive
traffic to a website. Depending on the audience’s preferences, you
can post different types of content, involving articles, case
studies, success stories, interviews, videos, surveys, and memes.
By creating useful content, which is oriented at resolving the
audience’s issues and/or boosting their satisfaction, an
organization can promote goods and services rendered by merchants.
This way, marketplace owners help vendors increase the volume of
sales while generating a higher profit through monetization.
Promote a marketplace app in social media
The use of social networks like Instagram, Facebook, Twitter,
TikTok, and LinkedIn should be a key element of a customer
acquisition strategy. DataReportal
that now there are 4.2 billion social media users across the globe
while this figure has increased by 490 million over the past year.
Today the number of people that have accounts in social networks is
equivalent to more than 53% of the worldwide total population. In
accordance with GWI, a typical user spends virtually 2.5 hours on
social media per day. Experts say that this amount of time is seeing
With social media profiles, it is possible to attract buyers, boost
their engagement, and build trust. While social networks are a
powerful sales and marketing channel, they can be vital to
delivering high-quality service (responding to comments and
messages, informing about shares and discounts, providing other
valuable information), which helps raise the conversion rate.
For example, HubSpot found that
71% of consumers
are more willing to buy goods based on referrals in social media. By
interacting with the audience, marketplace owners can significantly
improve customer experience. PR Newswire
that responding to users who leave reviews (31%), mention brands on
their social media profiles (22%), send direct messages (20%), and
create tweets (18%) contributes to increased loyalty.
Besides employing marketing tools such as posts, stories, videos,
messaging, and live streams, you can launch a social media campaign
targeting groups of people who can be potentially interested in your
products and services.
Collaborate with influences
Speaking of how to attract customers to a digital marketplace
platform, it is important to take into account influencer marketing.
By partnering with famous people in particular areas or celebrities,
a company can increase brand awareness, engage consumers, and boost
According to the Digital Marketing Institute,
49% of buyers
rely on influencer recommendations when making purchases. Tomoson
study revealed that companies generally earn $6.5 for each dollar
spent on the collaboration with influencers while this amount can
reach over $20.
In this regard, 59% of businesses are going to invest more in this
customer acquisition strategy. Another survey shows that
91% of respondents
believe that influencer marketing is an effective way to lure the
audience and generate a higher profit.
At the moment, influencer marketing is becoming the fastest-growing
channel, leaving behind organic and paid search, as well as email
marketing. Therefore, it is reasonable to apply this practice for
online marketplace promotion. Besides asking influencers to
advertise a marketplace app on their profiles, you can provide them
with promo codes to receive discounts for particular products or
Publish press releases
When figuring out how to promote a marketplace application, a good
practice that you should use is to write a press release and agree
with popular magazines about its publication. Applying this
strategy, you will reach the audience and showcase a product, this
way driving traffic and raising consumer credibility.
The presentation may contain information about a unique selling
proposition, rendered services, loyalty program, and vendors that
have already registered on a marketplace platform. Potential buyers,
in their turn, will be able to gain insight into your business and
become aware of its advantages, offers, and industry.
An integral part of a marketplace promotion strategy is generating
brand advocates, which means consumers who have interacted with a
marketplace app and received a positive experience. By satisfying
user needs and preferences, you will manage to not only attract
buyers but retain them and increase the conversion rate. What’s
more, people will be likely to recommend a marketplace to their
friends and families. Thus, loyalty has a direct impact on ROI and
Additionally, it is important to focus on aspects such as search
engine optimization and performance. Thanks to this, you will be
able to drive traffic to a website while reducing churn.
When thinking about how to attract customers to an online
marketplace platform, it is essential to ensure an amazing shopping
experience by implementing various features, from voice payments to
one-click ordering. An organization should be also aware of
digital marketplace trends
and follow some relevant ones in order to win the audience
and remain competitive.
If you aim to build a marketplace and/or prepare a customer
acquisition strategy, you are welcome to
drop us a message.
Our team will get back to you within 1 business day and help address
all issues. Project consultation is free of charge.