eCommerce can be incredibly fluctuant, where you’re either converting leads into sales or you’re losing them to the competition. Even the smallest missed opportunity can cause you to miss out on a sale – or cause you to lose a customer completely. But there are plenty of ways to help your online store convert more leads, more frequently.
Let’s have a look at a few of them:
1. Get Product Reviews
Tons of case studies prove the positive impact of having product and service reviews listed on your site. But no one will sit down and write a review for you without a nudge. Offer your customers a discount or free gift if they send you a testimonial, or if they post one online. Product reviews simply lead to more sales. Argos’s data and research shows that their products that feature reviews have a 10% higher conversion rate than those that don’t.
2. A/B Testing
Using A/B testing can greatly optimize click-through rates. With A/B testing, you design multiple versions of a marketing email, with the subject line or even body content different, to identify which methods have higher conversion rates…so you can utilize those methods and continue to increase your sales.
3. The “Abandoned Cart” Gap
According to Radware, the abandonment rate for mobile eCommerce shopping carts is over 97% compared to 70-75% for desktop carts. Additionally, over 50% of all online shopping transactions are never completed.
Most of it has to do with the lack of trust-building cues on the web store. These cues are purely dependent on your business model. For instance, coupon aggregator sites can use a “coupon success indicator” to avoid dissonance when a particular coupon doesn’t work as expected.
The golden rules of preventing cart abandonment are: a simple checkout process that doesn’t force registration, no hidden fees or unannounced shipping and tax costs on the payment page, customer testimonials on each product page, price guarantees, the ability to save a shopping cart’s info, and triggering “abandoned cart reminder” emails to users.
Do you give in when a restaurant server asks if you want an appetizer with your order? It’s a classic case of upselling, and if you aren’t already doing the same, you should be. Consider the old 60×60 rule, where 60% of customers will purchase an add-on worth 60% of the value of their initial order. There are hundreds of ways to upsell your inventory, ranging from being intrusive (not recommended) to being extremely subtle. Examine your target demographic and figure out what kind of upselling cue works for your customers.
5. Make Your Transactional Emails Count
Transaction emails are not meant to be bland; they are bonus selling opportunities. Boring order confirmations can be leveraged to encourage repeat sales from existing customers. One way to do this is by including promo codes for subsequent purchases. Shipping confirmations tend to get your customers excited because they know they’ll receive their items soon, and their good spirits make this the perfect transactional email to plug in a suggestion to purchase a similar or complementary item. Be creative, track the response, and see what works for you.
There are thousands of eCommerce dollars out there to be had. Know your business, your customers, and their purchase journey – after which you can design your sales maximization plan, built around the tips shared above.
These pointers are only the tip of the iceberg when it comes to ways eCommerce businesses can increase conversions and make more sales. Do you know of a great way? Share it in the comments below.
Joydeep Bhattacharya is a digital marketing strategist and owner of the SEO blog SEOSandwitch.com. He has been associated with the world of online marketing for the past 10 years.
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