You have established your eCommerce store but visitors aren’t in the number you expected. Or conversion rate isn’t that great. Or your eCommerce website runs good but want to improve the sales even more. What could you do in such situation?
Here are 12 techniques for you to improve sales on your eCommerce site.
1. Win their Trust
Winning customers trust on an eCommerce site could be trick and includes many things to consider. In the article, 10 Ways to Increase Brand Loyalty, which could be dubbed as ways to increase customers’ trust, we have discussed top ways to win the trust of a new or returning customer.
Apart from those ten things, we could also include professional design of the website with inclusion of trust marks, seals and certificates of reputed partnerships and high security features could also help win the trust of the customers.
2. Cross Selling/Upselling
These two techniques enhances the possibility of the customer to buy an extra product or buy a more expensive product, both essentially resulting in better sales. The sizable effects of these techniques have made them mandatory features on most eCommerce websites.
Cross selling is any effort or feature put on the site which peruses the customer to buy an extra feature, service or product along with the main product they are buying. For example, suggesting to buy a battery, memory card or cover with the purchase of a mobile phone.
Upselling is any effort to convince the customer to buy a more expensive product or service or upgrades. It betters both sales and margins.
These techniques rely on people’s impulse or mindset to buy something from your site. It is more likely for them to buy an extra item when they are in their ‘buying mood’ then buying that extra item separately.
To apply these techniques on your eCommerce website, you can add features which shows list of products related to the main product, accessories or other options for the same product.
3. Better CTA
In an experiment by Mozilla Firefox, when they changed the words of their CTA (Call To Action) from “Try Firefox 3” to “Download Now – Free” their conversion rate of the page increased 9.73% to 10.07%.
You may say, it is a very small increase. Now, consider the fact that all the effort they made was just changing the words of the CTA. What did that cost them? Nothing but those two seconds to replace the words. And that made their conversion rate increase around 0.34%. It makes around 500 more downloads among nearly 150,000 visitors. On an eCommerce and other types of websites the CTA buttons could be “Buy Now”, “Try It Out”, “Add To Cart”, “Write A Review”, “Share”, “Comment”, “Login”, “Sign Up”, etc.
How can you improve your CTA?
- Give them eye-catching background and fonts
- Prominent Place on the page
- Test different sets of words and their effects (as said in the example above)
- CTA buttons should stand out on the page
- Design and animation elements should be tested as well
4. Reminders and Notifications
Use emails, SMSs, RSS feeds, social network and every other communication channel available to remind and notify about your presence and the products you are selling to them. Do not bombard them, but find a fine frequency of communication through those channels which doesn’t annoy the recipients but keeps them interested about the information. Send them products and offers with which they can relate to or would want to buy. You can send emails recommendations based on their
- Previous purchase
- Recently searched items
- Items in wish list
- Items in abandoned carts
- New Offers
- Offers related to their searched, wish list products
- Online Sale
- Added new product category/industry
- Order related reminders and notifications
And other reminders and notifications you understand as necessary to increase the trust and customer satisfaction. This way, customers are reminded about the unfinished purchase they intended to complete, gets update about the price drops of item in their wish list, or becomes aware of the related products of their previous purchase. Such persuasion reminds about their intended purchase or makes them aware of an extra purchase they could make relative to their previous buy. Reminders are helpful.
5. Landing Pages
Landing pages are a great way to increase the conversion rate. Even before the visitor gets access to the full site, a hovering web-page appears on his screen asking to sing up for a newsletter, advertising the new offer or for some other CTA calls to complete.
It is the most straight-forward and fast way to convince the visitor for the CTA and subsequently to make a conversion. This is a long shot but if the visitor has agreed to receive the newsletter he can get to know more about your website regularly and get familiar and start trusting your website. In this way, it increases the possibility of a conversion.
6. Great Offers
Make them offers they can’t refuse.
Another strong reason you can give to any customer to buy from your website is a lucrative offer. Either it could have the lowest price both online/offline market or has some accessories or other benefits included with the purchase. This is a strong element you can turn any visitor (both first time/regular visitor) to buy from your website. It is also one of the 10 elements helping you to stay ahead of your competition.
7. Increasing Perceived Value
Sometimes customers aren’t able to perceive the true value of a product or service or can’t relate its use in their life. In such cases, you need to be proactive and explain the features, usage, benefits and practical advantages of the product. You can also provide statistical data to prove the rewards gained from the product/service than the competitor products or similar products. Comparisons, reports are some of such tools.
In short, make the customer aware of all the benefits your product/service is could give them and there are more chances of purchase of the product/service after understanding all the benefits thoroughly.
8. Try and Buy Feature
Try and buy feature is great for the customers who aren’t sure about the product of service. Being an eCommerce company, if your product/service could be given as a try and buy offer, you must consider it as a strong option.
It is more likely that the customer, after using the product for some time, can get rid of their doubts and get confident in purchasing the product. Doubts and queries, which can only be solved by using the product, are the only obstacles from another conversion and you should discard them by this feature.
9. Stores on Known Ecommerce Sites
You are an eCommerce company and you want to sell from your site and don’t want customers to buy from other sites. Yes, we get that. But, this technique should be used during the beginning days of eCommerce when there is less traffic and even lesser brand-awareness.
In that case, open your stores on popular sites and sell your stuff from there. It would help increase your brand-awareness, generate customer base as well as turn some of the traffic to your original site. After you have gained enough traffic, business and recognition, you can simply shut those stores down. But a wiser option would be to continue those stores to attract even more unaware customers.
Stores on social sites and storefronts on known online marketplaces are prominent places to open your store.
10. Leverage Assessed Information and Website Analytics
Any eCommerce site assess user account information, onsite behaviors, purchasing behaviors, most sold items in each segments, demographics with most or least customers, etc. All these information and analytics could help you big if you leverage the insights in your marketing and onsite SEO strategies.
You can simply focus more on bettering the offers of the most sold items to increase cross sell. Demographics could help you understand which area is buying most from you and which needs more marketing. You can understand if customers apart from target audience are also getting interested in your product/services or site or not.
All these information hones and rectifies your processes and gives you a better business model with streamlined efforts and higher ROI. Thus, gather, understand and use the assessed information and analytic of your site to improve sales.
Personalization means offers, features and tweaks provided to the customer basing on his individual interests, surfing and purchasing history on the site. This is the quickest way to get to the customer with items which they most likely to purchase from your site. Easy and time-saving for both you and your customers.
Personalization of the offerings makes the visitor get to product pages quickly, they get recommendations of products which aren’t random but are related to their behavior and thus are more likely for them to purchase those suggested products. Personalize the suggestions, related products, cross selling, upselling and other features as much as you can for each and every individual. It increases the likelihood of them making another purchase.
Customers love personalization.
12. Leveraging Psychological Aspects of Consumer Behavior
Just like exclusivity/scarcity of a product or service could help you beat the competition by attracting people on your site, it also enhances the sales on your site among the regular customer base.
Exclusivity makes people think that if the product is only available on one site, than they won’t be able to buy it anywhere else. This effect ‘missing the chance’ to buy the exclusive product encourages the customer for a purchase.
Scarcity in quantity or time limit for a specific offer has similar effect. Even though the product isn’t exclusive on the site, the ‘limited time offers’ could make them purchase today instead of tomorrow to gain the extra offer benefits.
Other psychological aspects you could leverage for improve sales are impulse buying, choice of theme and design of the website for desired psychological effects, taking advantages of buying sprees in certain seasons, reducing consumer confusion, escalation of consumer socialization, etc.
These were the twelve unique and established ways to improve sales on your eCommerce website. Implement them well and you will see the desired results.