The eCommerce landscape is a tough place. It’s saturated with other retailers that may be targeting the same niche audiences you are, which means you have to work extra hard to make your name known and draw the attention of potential customers. How can you give yourself an advantage in such a competitive space? Here are a few things you can do to increase your online business’s sales:
Make the checkout process smooth
Put yourself in the customer’s shoes. Open your own website, pretend to shop, add a few items to your cart, and proceed to pay. What was the experience like? Was it quick and easy, or did it take several minutes?
According to Barilliance, cart abandonment rates rose to 78.65 percent in 2017. This means that over three-quarters of site visitors intended to purchase something from an online retailer, but decided against it at the last second. There are multiple reasons why, but a significant one is that the checkout process took too long.
Customers want to purchase their goods quickly, which means they appreciate entering minimal information, clicking “confirm,” and moving on. No making accounts with passwords. No entering an abundance of personal information. No pages after pages of details that make people give up in frustration—the product isn’t worth it. Use electronic point of sale systems to make your checkout process more straightforward. You may also be curious to know how ePOS can help you manage your inventory and provide insight into your sales patterns.
Make your website easier to navigate
On a related note, pay attention to how easy your website is to navigate while you are pretending to be a shopper. Keep in mind that what makes sense to you (because you probably had a hand in building it) might not make sense to others. Make sure that your site is easily navigable with clear directions and an aesthetically pleasing interface. People will find you more trustworthy if your website is modern and sophisticated—and don’t forget to secure it by switching from HTTP to HTTPS.
Personalize your calls-to-action
You already know the importance of calls-to-action, but the standard “buy now” buttons are trite. It helps to personalize your CTAs. Not on an individual level, but you want to account for where people are in the buying process. Some people are simply browsing out of curiosity, others are comparing your products with those from another retailer, and others are ready to make a purchase.
While it’s challenging to tell the difference when people visit your website, you can implement personalized CTAs through your marketing. For instance, you can email potential customers something different than your regular customers with links to unique landing pages.
Make your reviews accessible
As they say, word-of-mouth marketing is the best kind of marketing there is. People are more likely to trust other consumers than anything you have to say—of course, you are acting in your own best interests, but genuine, honest reviews speak volumes. Store visitors will want to see customer testimonials, so make them easily accessible on your website.
Reviews are a powerful tool when it comes to converting browsers into buyers. Even if they are not 100 percent positive, potential customers will notice the honesty (it would be suspicious if you had thousands of reviews and all of them were five stars). And, of course, never ever falsify a review.
Be honest in your listings
Be honest in your listings, too. The last thing you want is all sorts of unhappy customers messaging you saying that the product was not what they expected or had something wrong with it. Answer every question you can imagine a consumer asking in the website copy, and invest in high-quality photography from different angles. One of the caveats of eCommerce is that people cannot physically touch an item and imagine the role it would play in their lives, so give them the next-best thing and be detailed with your value propositions.
Use ad extensions
You may also have already invested in pay-per-click advertisements with Google AdWords. These are useful, but you can optimize them with ad extensions. Ad extensions make the online banners larger with more places to click. It doesn’t cost extra money, and it increases your ads’ click-through rates.
For example, instead of creating an ad that simply includes a link to “Relaxing Massages,” use two links to “ Professional Hot Stone Massages” and “Professional Aromatherapy Massages.”
Optimize your site for mobile
Barilliance also notes that over half of all eCommerce traffic is mobile, which means you need to optimize your site for people searching on their phones and tablets. You don’t want to frustrate people by forcing them to use their desktops in order to buy from you—they may not have been home and decided to buy something on the spot.
Make sure your checkout process is just as easy on mobile so you can appeal to consumers who prefer to shop online anytime, anywhere.
There are countless ways to increase your store’s sales, but these tips are an excellent place to start. How do you plan to improve your online business?