E-Commerce is a gigantic industry that continues to grow each and every year. Projections for 2020 placed global sales at around $4 trillion with an estimated 23% growth by 2023. Monolith companies such as Amazon and Alibaba are making billions of dollars in sales each year and with the spread of COVID-19 more people are shopping online than ever before.
With all the positive statistics surrounding ecommerce, you might be confused as to why your online store is not performing considering the current market trends. The truth is most online retailers don’t understand their customers or the psychological behaviour of the online shopper. Large online retailers have teams that specialise in user experience while the little guys usually guess and fumble their way through to success or failure. In this article we are going to cover 4 things you can do in the next 7 days to increase your sales.
- Create trust with your shoppers
- Run email\targeted marketing campaigns
- Reduce shopping bottlenecks
- Tell your story
1. Create trust with your shoppers
We all know the internet is like the wild west, there are plenty of rough and scandalous businesses out there that don’t deliver on their promises. When people are first time buyers of your online store they are usually qualifying your business on 4 main criteria;
- Do they have the product I want?
- Is there pricing fair and competitive?
- Do they have good support if something goes wrong?
- Do I trust them enough to give them my money and have the product arrive?
Shoppers will not purchase through your website if they do not trust your business or brand. We all know trust is built and not expected, but how do you do that through a website.
Offer a guarantee and warranty - Buyers want reassurance that they are making the right decision. By offering a guarantee and warranty, it communicates to them that if something goes wrong, the business will stand behind its products and be there to correct any issues.
Display social proof and reviews - Customers leaving reviews on your products and services is one of the most powerful ways to build trust for your audience. It confirms that fact that your business follows through and delivers within or above customer expectations. Focus on getting reviews on individual products on your websites and on your Google and Facebook business profiles. These reviews can then be used in key areas of your shopping pipeline to further instill trust with your audience.
Install a SSL certificate - Your customers expect their personal and payment information to be secure when using your website. In fact modern web browsers will display warning messages if they think your website is not. This is the quickest way of losing traffic for an online store. Installing an SSL certificate on your website will give you the padlock icon in the web browser address bar, indicating to your shoppers that your website is safe to use the their personal information in being encrypted.
2. Run email/targeted marketing campaigns
Conversion rates on websites are notorious for being very low. Usually being between 2-5%. People like to look but very few come to buy. This doesn’t mean that those shoppers are lost forever and with some clever marketing techniques you can nurture them to becoming customers.
Abandoned cart email campaigns - When a shoppers adds a product to their cart but doesn’t checkout, this is known as an abandoned cart. If the checkout process captures the shoppers email address (from a created account or manually entered), it is possible to send that person nurture emails prompting them to complete their purchase. Usually sending 2-3 emails is best over the period of a couple of days. You can even add a coupon to the last email in your campaign sequence if you really want to try and close the deal.
Facebook pixel and retargeting - For those shoppers who haven’t provided you with an email address, Facebook retargeted ads might be a more suitable option. If your ideal customer uses Facebook, installing the Facebook Pixel will allow you to push advertising through the Facebook platform to people who have previously visited your site or have an interest in the types of products you sell. The best part is the shopper doesn’t need to be logged in to facebook and the Pixel tracking to work.
3. Reduce shopping bottlenecks
Regularly testing new shopping workflows is a great way to see what works and what doesn’t. This way your business is investing money and time in the areas where it counts. Streamlining the shopping experience should always be a primary goal. If your shoppers can’t easily complete the shopping process, they are either going to visit your competitors or not reuse your services.
Review customers shopping behavior - The best way to see if your online store has bottlenecks is to actually view how your shoppers are using your website. This can be done in a couple of different ways. You could run a in-house usability test by bringing testers into your office/remote environment, or you can observe actual shoppers on your website using session recording software such as Hotjar. Hotjar doesn’t allow you to watch your shoppers behavior in real-time but you can watch a video of their site usage shortly after. This allows you to quickly analyse data and reveal where the issues appear in your website and shopping workflow.
Simplify checkout process and remove distractions - Once a shopper is in the checkout your website has one goal… to get their details and payment as quickly as possible. A great way of doing this is by removing all potential distractions from your checkout. This means no navigation and no other links that could move them away from the checkout. We want the shoppers to go in only one direction and that is forward to the payment confirmation page. Other than your logo the only other details that should be on a checkout is your business phone number or a chat window if your website supports that functionality.
4. Tell your story
Anyone can create a catalogue style website and sell products. The internet is filled with those. But your business has something that is completely unique to you… Your Story! The reasons why you love your industry and products is your best selling point and it should be included on your website. When website visitors read your story it builds a relationship and a cold, stale website begins to appear more human. When shoppers can resonate with your story and value your mission and goals, they are more likely to buy your products and develop loyalty to your business. This is perfect for creating repeat business.
Ecommerce has a lot of moving parts and sometimes it takes a year or more to understand what really works for business and target audience. These few items are a great starting point to quickly boost your potential sales without investing large sums of money. They are tried and tested methods. If you aren’t doing these 4 things and need help implementing them into your website, book into one of our free strategy sessions and we will be happy to discuss ways you could be generating more sales for your business. Please contact us to book into your free session.