The website is the heart and soul of an online business. It is where all the magic happens. While people like Jeff Bezos made it big through an online store, other entrepreneurs find it tough to bring traffic to their pages. However, you should know that you are not alone. Many retailers are overlooking simple steps that can bring the site in the spotlight.
For example, only 52 percent of companies that use landing pages are testing them to improve the overall shopping experience. If you never test, you will never know what worked on a landing page and what caused hurdles.
Don’t worry; we have a guide for you that can bring your ecommerce site right back on track. Let’s begin with the most important thing a customer wants to hear in every shop:
It sounds clichéd, but many companies are not offering discounts to lure visitors to their sites. Everyone loves free or discounted shopping. Who doesn’t want to save some money?
However, what about your profit margins?
Today we will teach you a marketing strategy that is as old as time.
Increase the base price of every product, then put it on sale! 40% off everything (after the jacked up prices) or sale ‘up to’ 50% are all great ways to lure people to your site and take a good long look!
However, nothing compares to a 30 or 40 percent discount on every item on your site, so a customer gets the idea that your company is a heart-winner.
Increasing traffic through SEO:
SEO is extremely important to drive more traffic to your ecommerce website. After all, ranking higher than your competitors on Google and other search engines can give you a solid edge (and more business). If you don’t know where to begin with SEO for your ecommerce website, here is a small guide:
Research: before you get into the technical side, you must perform keyword and competitor research. Targeting the wrong keywords can ruin your SEO efforts by affecting the quality and quantity of website traffic. You can start with this tutorial to perform keyword research. For competitor research, you can get started with this tool.
On and Off page optimization: Once you have a solid idea of your potential keyword and competitor keywords, you can go ahead with on and offsite optimization. Then link building, site speed testing and lots of testing. If you are not very tech-savvy, get help from an expert who specializes in all aspects of search engine optimization.
Link with social media:
One of the top drivers of traffic to e-commerce sites is social media. The social media channels work as a great route from conversations to a product page. The platform which can prove to be most beneficial in this regard is Facebook. If people are searching for a product on a website like Facebook, they can hop on directly to your website through referral links. Other websites that perform the same role include Pinterest, Reddit, and YouTube.
Depending on the niche of your business, you can choose a social medium which is most relevant to your website and traffic. Many new ecommerce retailers are afraid of investing on these platforms or spending on social ads, deeming the practice useless. However, stats speak differently. Ecommerce businesses with a social media presence have 32 percent more sales than stores that aren’t on social media.
Do you know that you will lose a considerable amount of profit with a lousy checkout system? According to Statista, an ecommerce site with a quick and easy checkout system can get a huge boost in sales. A long and confusing checkout system can frustrate customers. Business2Community studied that a complicated checkout process was leading to higher rates of cart abandonment.
Here are some ways to close more deals through easy checkout:
One store that is nailing checkout is Nordstrom. Their website has a smooth and easy checkout system that does not confuse buyers. When you proceed to checkout, you immediately head over to the guest account page. You also get a sign in option if you are an existing user. Incredibly easy checkout = more sales on the website.
One of the main reasons for losing customers on an ecommerce site is the lack of trust. People don’t want to buy from a company they cant trust. Ecommerce retailers can
find their way around this problem by placing trust badges. Payment security and credit card theft are the main concerns of your potential customers, and this is a situation you can control by proving your credibility.
Trust badges give a sense of security and assure a user that you are a reliable business. ConversionXL did a survey where they found out that customers feel more comfortable buying from a site that displays the PayPal badge. Other badges include Norton Security shield, Google verification, etc. The survey also found out that PayPal is the most trusted badge in respondents of all ages.
Clear calls-to-action (CTA):
Your job as an ecommerce business is to guide a shopper once they arrive at your site. One of the best ways to ensure more sales on your website is by displaying clear calls to action (CTAs). CTAs help in providing key benefits of a product, potential objections that can be caused by the user, and clear any confusion about the product or service. You can place better CTAs by observing your audience, applying great copy and testing multiple versions on different product pages.
For example, the ‘add to cart’ button is a CTA. It tells shoppers to add a product to the cart so it can be checked out. If the button is not there, the shopper won’t know how to purchase. Clear calls to action urge a shopper to engage with your website and increase conversions.
Look at this website by TC Pharma. They have provided two clear calls to action for people who just landed on the site. Of course, they can follow one to learn more about the company, or they can just delve right into the product pages by clicking view products.
Up-sell and cross-sell products:
Upselling and cross-selling works wonders in a physical store, where you buy two things instead of one, just because you feel like you will need them. When you buy a camera in a Best Buy, the salesperson will ask you very politely if you’d like a mini tripod or a camera bag, because they will prove to be very useful. You might or might not end up buying the extra products but the possibility is there.
In an ecommerce website, you can bag more sales by upselling and cross-selling products or services. If you are offering a product, list similar products right under it. You will learn more by customer behaviors and by learning through analytics. Guitar chords can be sold with a guitar; tool set can be displayed under a set of 5 frames. Think of things that will make a great upsell or cross-sell. It is a tip that works, and a strategy that earns Amazon 35 percent of its revenue.
Sell to existing customers:
What is better than a one-time customer? A returning customer! Customer retention can get you more business, so it should be on your top priority. When an online store is not growing, you might think it is because you don’t have customers, while the real deal lies with existing customers. Just look at the impact they can have on an ecommerce website:
Obviously, new customers should also be scored, but returning customers can become your loyal ambassadors and promote you through word of mouth. Introduce loyalty points, promos and other incentives to sell to existing customers.
Optimize for mobiles:
Just because you sell online does not mean everyone is viewing your website from a desktop screen. Your real customers are slouched in their comfy couches, scrolling through one ecommerce site or the other. Forty percent of these people (especially Millenials) shops from mobile. Prepare your website to serve mobile customers.
For those of you who noticed a decline in sales, it may be because you don’t have a mobile-friendly site. Check out this chart that lists customer preference:
Find a way to serve your customers by giving them what they want from an online store. If your website and the mobile site can make the user more comfortable, it will leave a lasting impression on their minds.
While these tips are a surefire way to spruce up sales, they are not the only way to success. Research about your niche and find what works for your business. Never stop exploring new trends, and if you don’t have time for the technical mumbo-jumbo, ask an expert or an agency to help you out. Happy selling!