10 Tricks For Boosting Sales in Your E-Commerce StoreIf you’re not using these strategies, you’re probably not selling as much as you could be.
E-commerce is booming as more people choose to do their shopping online. According to research from Forrester, U.S. online retail sales in 2016 reached $373 billion. In 2020, that number is forecasted to surge to more than $500 billion.
With so much competition, e-commerce retailers have to offer an excellent shopping experience to attract consumers’ attention.
Whether you’re just building your e-commerce store or looking to improve your existing store, keep in mind the following advice from three digital marketing experts.
Convert with your general website content
Outstanding, original content on your general website will bring in your targeted demographic and convince them to purchase from you.
“When you’re looking at content that will perform for e-commerce, one of the first places you should start is with content that will help users make better purchases on your store,” said Kane Jamison, founder at content marketing agency Content Harmony.
For example, if you offer healthy snacks, it’s smart to put out content titled “The Complete Guide to Gluten Free Snacks” said Jamison. You might also put out a blog with a title like “9 Ingredients You Didn’t Know Had Gluten,” which will probably generate clicks. But, said Jamison, “It would be way more effective if that visitor could then be retargeted with a piece of content like the guide example.”
“By building the conversion-focused content first, you make sure that everyone visiting your site has a good idea of what you do and there’s content to pull them down the funnel towards a purchase.”
Improve your e-commerce content
Next, look at the content within your e-commerce store. This content needs to include keyword terms users are searching for on Google.
Gregory Yevich, co-founder and technology director at OperationROI, said, “Too many websites have titles and descriptions that may be relevant to the website, but not great when searched.”
Test your text and design
The text and design of your website may not be persuading customers to purchase from you as well as they could. That’s why it’s important to experiment. Kayla Hammersmith, manager of copywriting and content strategy at Perfect Search Media, said, “In terms of design features, e-commerce product pages should always A/B test. You could test the call-to-action language ‘shop now’ vs. ‘buy now.’ You could test the color of the call-to-action buttons to see if one color drives more conversions.”
Offer free shipping
Customers may put items in their carts and then see the shipping rates and decide it’s not worth it. At certain times, you should provide free shipping so customers are more willing to click the purchase button.
“Be smart and look at your buying cycles to see when it might be best to offer free shipping,” said Yevich. “Instead of offering free shipping all year, select times when your e-commerce sales may increase.”
Include user reviews
According to a BrightLocal survey, 88 percent of customers trust online reviews as much as they trust recommendations from people they know. That’s why you should allow customers to leave reviews on products. Hammersmith said including user feedback “boosts your brand’s legitimacy and helps users make a decision.”
Post great photos and videos
Another way to cultivate trust is to place product photos next to the products. “Regardless of whether you’re selling cheap plastic widgets or high-end fashion, better quality imagery always helps build trust with buyers, especially at small e-commerce stores that they’re not familiar with,” said Jamison.
“When your product is easily replaceable by an alternative version on Amazon, you need to do everything you can to prove to shoppers that you’re trustworthy and reliable.”
Anticipate the customer journey
Your customers may come to your website with a host of questions about pricing, shipping costs, the quality of your products, etc. Think about what questions you can answer for them on your e-commerce store. “Include content and features that address those questions and encourage them to buy now,” said Hammersmith.
All too often, customers visit a site one time, look at a product, add it to their shopping cart and forget about it. That’s where remarketing comes in. Remarketing ads appear on other websites your customers visit and remind them about their empty cart.
“Companies will spend thousands of dollars a year on marketing efforts, yet they are willing to let a visitor come to the website once and give up,” said Yevich. “Remarketing strategies for brand awareness, specific products or shopping cart abandonment are easy to implement and will help increase overall conversions.”
Auto-apply the discount
Instead of providing promo codes, consider applying the discount automatically for customers.
“We’ve noticed that testing an auto-applied discount code against a promo code can actually boost e-commerce sales,” said Hammersmith. “Typically, the auto-applied discount code shows shoppers how much less a product will be on the product page itself, instead of waiting to see the discount at checkout. This is definitely worth a test for e-commerce stores.”
Make sales and deals urgent
As always, you have to convince the customers that a deal won’t last to get them to make the leap. Hammersmith recommended trying a countdown ticker at the top of your site.