Traffic and Conversions. This is what you strive for with your Ecommerce site. Our 50 Ecommerce Tips To Accelerate Sales will allow you to achieve the traffic and conversions you desire. As, the primary objective, of course, is to make money.
When you search “how to boost Ecommerce sales” you get a whole bunch of results and picking the best ones means searching through these endless results and then Googling if they are effective or not. This can take a while.
Well, we have done the hard work for you. We have put together a list of 50 Ecommerce Tips To Accelerate Sales that will work.
A very good method of boosting sales is through trust. This is accomplished through your funnels.
What is a funnel you might ask? A funnel on your Ecommerce site could be the process of a potential buyer seeing an advert, clicking through to your site, viewing the product page, clicking through to the checkout then finally completing the checkout process.
The first way to boost trust within your funnels is by showing reviews on the products presented to your potential buyers.
This is extremely important as 77% of people carry out research on products before they buy them.
When people post reviews on websites, they generally are really critical. This means people can view your own product descriptions and see “descriptions” based on other peoples opinions and experiences.
This means when other customers are looking at your products, they can gain good insight as to what it’s like owning that very product.
Having reviews on your own website means the customer won’t have to search google for reviews on that product, moving them away from your site.
Proven Customer Satisfaction
On top of having reviews of products on your website, you want to prove your customer satisfaction to reinforce what people are saying.
This can be achieved through testimonials or case studies.
If you display either of the two, over time, your brand will become a trusted brand.
Also, 84% of customers trust online reviews as much as they do a personal recommendation.
Also, getting recommended a product means it must be good. This boosts the buyers’ confidence in buying your product, so they are likely to buy it.
The third way to boost trust, again, within your funnels is by providing a live chat option.
Having a live chat option provides your user with an immediate way to get in touch with you and research has proved 73% of consumers prefer having a live chat option above all other types of customer service.
Providing a clean and easy to find customer review section as well as a live chat, will indeed build the trust of your online website.
This will also contribute towards the feeling of safety when your buyers are entering their card details into your website.
Finally, you want your customers to feel safe on your website. We have already covered two ways in which can also contribute towards your customers feeling safe when entering their card details online.
But the final one is to add trust badges.
People really do click on these badges to read more information on the payment service.
There are many payment gateways available, but for the sake of argument let’s choose PayPal.
Everyone knows and trusts PayPal. So if your site uses PayPal, make sure your customers see that your site uses this.
This will put your customers’ minds at ease that their money is going into safe hands.
Simplicity is key when it comes to conversions.
One way in which you can focus on simplicity is through your Ecommerce site’s checkout process. The other way is through your Ecommerce store itself.
You want to provide a nice streamlined experience for your buyers.
There are a few ways in which you can simplify the checkout process for your users. These are as follows optional sign-up, minimal form fields, automated form completion and a progress bar.
Optional Sign Up
The first is to make the sign-up option, well, optional.
You don’t want to force your buyers into signing up to your website just so that they can make a purchase.
Instead, provide a nice guest checkout and upon completion, you could always provide the option to create an account at the end of the checkout process highlighting the all-important benefits. Or even send out an email.
Having the guest checkout will provide your buyer with a speedy way to make their purchase.
Minimal Form Fields
The second way to make the checkout process simpler is by reducing the number of form fields the customer needs to fill in. Forms actually have a huge impact on sales.
Here’s a quote to put this into perspective.
“Think of every field in your checkout as a hurdle your prospect has to leap over. Then ask yourself if it’s worth the possibility of losing a sale, or thousands of sales because you want to fill a database.”
Simply put, every time your buyer completes a form field and enters a new one, this provides them the extra time to have second thoughts and leave.
So think carefully about what fields you really need on your Ecommerce site.
Automated Form Completion
On top of having the right amount of form fields, you also can provide a nice auto-complete feature for your form fields.
An example could be when your buyer is filling out their address. You could provide a postcode field, then this would bring up a select box off addresses they can select from based on their postcode.
This is a time-saving feature and takes the edge of your potential buyers getting frustrated as they fill in more forms.
The last way to simplify the checkout process is by providing a progress bar. You want to let your buyer know the progress they are making as they complete each step.
This will provide your buyers with a good sense of progression. Meaning they will not be wondering how many more steps they have to complete before the checkout process is complete.
The final way in which you can improve simplicity is through the Ecommerce store itself. There are a few ways to achieve this. These include making it easy for customers to get what they want, clean navigation, and white space.
Summarise Basket On Side Of Checkout Fields
On top of having a super clean checkout process – optional sign-up, minimal form fields, automated form completion.
You should have a summary of all the items in your customers’ cart when they are filling out the checkout fields.
This lets the customer see what they are buying (like they do when at a physical store). This will put their mind at ease that there is nothing in there basket that they essentially added.
Make It Easy For Customers To Get What They Want
The last thing you want is for a customer to be travelling through a maze just to get to what they want. Having a well-designed store goes hand in hand with your easy to use the shopping cart.
You want to properly segment different products (correct categories, parent categories and tags). You want the correct related products showing up under the product currently being viewed.
You also want to make sure the navigation titles relate to what page they are going to. This leads to clean navigation.
Ecommerce sites that have lots of products sometimes have large navigation menus.
This can be overwhelming for customers.
If you have many products to sell the key is to minimise your shop’s navigation and keep the focus on the call to actions.
This will prevent your customers from moving from one page to the next.
If you do have a large navigation bar, one method that can increase conversions is to remove the navigation on key landing pages. This can lead to a 10-50% increase in conversions.
In all, the navigation should not distract from the main purpose of the page.
On top of this make sure that the link text is relevant to where it links off to, this goes hand in hand with a good categorisation of products.
Breathing room. You do not want cramped elements on your Ecommerce store.
Having text too close to the image, having a call to action too close to the text and so on.
Having white space is the difference between having a clean looking website to having a cluttered website.
White space will allow your customers to shift their eyes from one element to the next until they reach the desired call to action.
If you think you can’t add white space to your website take a look at the elements on the web page and remove any unnecessary elements.
Providing good customer will improve customer and brand loyalty.
It is all well and good providing all the right channels to provide customer service, but your customer service needs to be more than good.
Make sure you are polite, punctual, using the correct grammar and truly understand your customer needs.
Content is king. Make sure you have good content on your Ecommerce store. Having good content contributes to Search Engine Optimisation.
To make sure your site has good content, you can incorporate a blog into your Ecommerce site. Make sure that it has unique content that is published regularly that is at least 500 words.
When writing out your content make sure it has internal links and try to add backlinks to your posts where possible.
If people stay on your site for their searched terms, your site will be recognised by Google as a trusted site for information.
Because content helps with SEO, this will mean more exposure at the top of Google and this means more visitors.
And if you follow our 50 steps, these visitors will turn into conversions.
Some products are simple, some are complex. You need to have the correct language for your product descriptions.
Make sure whoever is writing the content for your products truly understands your product. You also should have clear bullet points detailing the key points of your product.
Combining the above points will create a clear and concise description for your products.
After all, your Ecommerce store will be browsed by people of all ages. So, the content needs to be understood by all.
Optimise For Mobile
It is estimated that by 2021, over half of online shopping is expected to take place on mobile devices. This is according to a study from Statista
To make sure your site is optimised for mobile you should design your site with mobile visitors in mind.
There is approximately 80% less screen space on mobile than on desktop, if the steps from above have been thought out carefully, it should not be too difficult to get your Ecommerce site looking good on mobile.
Loading times dramatically affect your website’s revenue. To put this into perspective your Ecommerce site should load within 3 seconds, any more than this a whopping 40% of users will leave your site.
You might have it in your head that your main objective is to provide your services to your customers. But in reality, they will see your site before they make any purchases.
There are numerous tools available to test your site’s speed, be sure to look around to find the best tool for you.
Marketing is paramount for Ecommerce stores. It generates traffic.
You want effective methods that generates traffic. These two ways include a mailing list and paid traffic.
In essence, email marketing will increase your site’s traffic, dramatically.
There are two ways in which email marketing can be approached.
The overarching method is the same (list) but there are two differences.
The first is to create a marketing list based on your existing customers
The second is to create a brand new list
The first way is easy as you already have a list of customers email addresses from the purchases they’ve made
The second way you will have to have a paid traffic page where you can get people to opt into your mailing list.
One method in which you can generate a list of new potential customers is by providing a giveaway (products on your site of course).
You would do this by having a form asking for customers email addresses to put their name on the list and to have a chance of being picked for the giveaway.
A service that is very good for dealing with your email campaigns is MailChimp. Be sure to check it out.
Paid traffic is a quick way to generate sales for your Ecommerce Site.
Paid traffic does not have to be expensive at all. The trick is to spend small amounts of money at a time. This overtime could lead to a good campaign that works.
It’s best to spend small amounts of money rather than large amounts in case the campaign doesn’t work. This is because there is no guarantee that campaigns will work.
If you are just starting out, a good idea is to pick multiple platforms with different variations of adverts.
For example, Facebook, Twitter and Instagram adverts.
As you can imagine, adverts on these platforms will gain a lot of exposure.
From here you can monitor each and find out what works best for you.
Once this process is complete you can focus entirely on the platform and advert that works best for you.
A final note, we actually provide digital marketing services, we can really help you out. The end result will be the traffic and sales you want.
Social media is the best platform to get you known, as well as the opportunity to link back to your products using links. And it doesn’t have to cost.
You can engage with your customers by:
Providing photos of your company day to day activities
Ask questions and be involved in discussions
Content can be photos, videos, news stories and more from external sources. Providing meaningful content will show that you care about your customers and provide them with a good all round service.
Engaging with your customers through social media adds another level of personalisation. This is because you are directly communicating with them on a more social level.
This also benefits you greatly as you can get to you your customer personas, how they behave, what they like and don’t like in a natural way.
Personalised Call To Actions
On top of building trust on your Ecommerce site, you want to personalise the experience to give your customers the feeling that they are unique and cared for.
Having a personalised call to action can mean a lot to your customers rather than having an overarching generic one.
To give you an idea of a way to achieve personalised call to actions is if you have three different services on your website.
One for an assessment
One for live classes
One for an Ebook
For each of these services, you would have a different call to action for each.
To implement this you could have separate email marketing campaigns directing customers to specific landing pages (one for each of the services you provide).
For a quick fact, adding personalisation can boost sales by up to 10% according to BCG.
You can offer personalised products based on location. For example, people in different parts of the world will buy different products. Take clothing for example.
Someone from a cold climate may be looking for jackets and someone from a warm climate may be looking for swimwear.
Remember when we talked about displaying the best selling items on your Ecommerce store? Well, you can make this personalised by displaying the best selling products on a location basis.
Remember, the personalisation that is added, the more it means to your customers.
Don’t use stock or generic photos. You want custom photography for your products.
What is meant by a stock photo is having a generic white background around all of your product images.
You want to mix product photos with photos of your product in use. On top of this, you want to have different angles so your customers can see every angle of your product.
If you happen to have photos that “represent” your team or customer replace these with real images of your team or customers. This can lead to a 161% increase in conversions.
So make sure you have good customised photography on your Ecommerce website, and make sure to exclude the stock photos.
On top of having good photography on your Store, you want to have good video demonstrations.
This is because people love videos and video has one of the top returns on investment when compared to other marketing platforms.
If your website has video content, on average your user will spend 88% more time on your webpage.
Also, videos tend to resonate with people, this means they will remember your product better than if they just looked at images.
There are other advantages to using video on your Ecommerce website, here are some other reasons why you should incorporate video on your website.
The Terms and Conditions
You want clear and easy to read “small print” on your Ecommerce site.
You want your customer to know that they can return the product if they are not satisfied. One way in which you can make this clear is by providing a 30-day money back guarantee.
Having that one badge alone can increase conversions by 32%.
Cross-sells and upsells. These are two crucial features that can be added to your website to increase sales. Don’t confuse them with each other, though.
Cross-selling is when you display a related product to what the customer is buying. For example, if they are purchasing a computer you could cross-sell them a printer.
This not only benefits you as a business but the customer also. In essence, this can save the customer having to browse your or someone else’s website for the “complimentary” product (the printer) to go with their new computer.
Upselling is when you entice your customers to buy the “better” or “upgraded” version of your product.
If you are upselling make sure you outline the key differences clearly and provide enticing descriptions.
An example could be a higher capacity hard drive for the computer they are buying, or a better processor (the brains of the computer).
When upselling try to stay in the range of the current product and make sure it is related to the current product.
This can also give your customer insight into something that they didn’t know existed.
Using the example from above, they might not have known there was a better processor available for their soon to be computer.
When adding cross selling and up selling to your Ecommerce store, be mindful of continuity between products and price.
Abandoned Carts. Shopping trolleys just left in your store. The undesirable reality.
Nearly 70% of shopping carts are abandoned online. According to the Baymard Institute.
This mysterious phenomenon has been well studied and there are various reasons as to why shopping carts are abandoned.
They may have forgotten they added items to your cart, their browser could have crashed or they just plain changed their mind.
One way to recover your abandoned shopping cart is by having an email recovery campaign.
This will send out an email to the naughty customers who abandoned their cart and remind them that they left items in their cart.
It doesn’t just have to be a reminder though. It could provide a nice little discount on their items or even additional related items.
Be sure to have an email recover campaign in place as abandoned carts are likely to be just on the horizon.
As your customers are browsing your store, they are more than likely adding items to their wishlist so that they can easily come back to it later.
However, there is one caveat, they will leave it like they do with their carts.
This is another unwanted scenario. One way to turn your wishlist customers into conversions is by providing a reminder email containing the contents of their wishlist.
There could be certain conditions for when to send out this email such as low stock, on sale or just a general reminder after a set period of time.
This can also minimise regret as the customer could have added the product while it was on sale (there is nothing worse than forgetting about an item that was on sale, then to remember about the item after the sale has ended).
Most importantly, sending out this email could mean the difference to the customer buying products on a different website (as they could have forgotten about their wishlist on your website).
Reward Loyal Customers
Customer retention. This is a massively cost-effective way to increase your sales. For a fact, returning customers makeup 22% of revenue.
There are numerous ways in which to reward loyal customers. But one we like is through a customer loyalty program. From here you can choose how to reward your customers and how often.
An example could be a point based reward system. So, when the customer reaches a certain amount of points, they can buy something (free of charge) with them.
Having this type of program in place will give your customers an incentive to keep making purchases.
You have more than likely come across the coupon box with no code to enter when you’ve been making purchases yourself.
You want to make sure your coupons are easily accessible. You can do this by sending out using email and making them available on coupon websites.
As a matter of fact, having an email campaign with a coupon code can boost your revenue per email by 48%.
People always talk about the products they’ve bought (even boast about them). You need a way to entice these people to make a purchase themselves.
You can do this by providing a referral discount.
This can be done by providing a link that the current buyer can send off to their friends. This can be achieved through a shareable social media post, email or a blog.
This is something that you should consider as 84% of buyers value these referrals from people they know. This can mean they trust your site to make purchases on. Again, building up the trust.
Good Use Of Your Receipt
You will be sending out a receipt via email. This is the perfect opportunity to provide a cross-sell by displaying a list of related products within the email.
Not only this, but this is a good time to send out a proper personalised thankyou note. You can add their name using the billing details they entered during the checkout process.
Small things like this mean a lot to your customers. So make sure to add small personalised touches when you can.
Make sure you have set appropriate shipping costs. According to Business Insider 58% of people abandon their shopping carts upon learning the cost of shipping.
A good way to get around this is by being upfront about your shipping costs. This is done by letting the buyer know the shipping cost early on in the buying process.
On top of this, you also want to provide the estimated delivery time.
One last factor that you should consider is free shipping. This is because 40% of buyers will add more items to their cart if they see free shipping according to RJMetrics
Test Free Shipping vs Bundling it in Product Price
On top of offering the right shipping costs. You should test free shipping vs bundling it in the product price.
A good example is as follows
Spend over £50 and get free shipping
Or… £45 + £5 shipping
As mentioned before this needs to be clearly stated, but you need to lay down the costs in a way that lightens the “shock” of finding out how much shipping is.
People generally don’t like spending money on shipping, so having the “spend over £50 and get free shipping” will give the customer an incentive to buy something else, especially if they are at £45.
Strict Inventory Management
You’ve probably heard stories of people buying items online, then having to wait ages before they get their hands on the product they’ve bought.
Keep your inventory management in check.
You want to make sure you have a good record of all your products and that this matches with the stock levels on your website.
There is software available for managing your online store’s inventory, so be sure to find the best software that works best for you.
If you are using WooCoomerce (a platform we use for our client’s websites), you have access to the WooCommerce Stock manager. Here’s a full article on why we use WooCommerce and why you should too.
You probably think of pop-ups as annoying creatures. But in reality, if used properly, they can really increase your conversion rate.
When using pop-ups don’t surprise the user by putting them anywhere, really think about when would be a good time to provide a pop-up message.
A good idea is to provide a pop-up message based on inactivity, this way the pop-up won’t appear as the user is browsing the website, getting in the way.
Fear of Missing Out
To get buyers to make a purchase, one technique that can be used is to create a sense of urgency.
This is a good idea because it should get buyers to act fast and make the purchase instead of pondering whether or not they should make the purchase (which tends to be a no go).
This can be achieved by providing low stock notifications or a limited time sale.
Provide Different Payment Options
Different payment options really need to be provided. Everyone has their own preferred method of payment and you want to provide your customers with the opportunity to do so.
For instance, if you only provide the option for customers to enter their credit card details and not PayPal, the customers that want to use PayPal will not be inclined to make the purchase.
One thing you can do at the minimum is to accept the major payment gateways for your locale.
Ask For Feedback if potential customers leave your site
You need ways to generate feedback.
You can set up an email that asks for feedback. If a user leaves your site without buying anything. This can provide insight as to why visitors are leaving your site before they buy anything.
Once you’ve gained enough insight, you can then make the changes necessary to stop losing these potential buyers.
Plan Out Content
If you plan a schedule for your content on blogs and social media, the output will be consistent.
On top of this properly planned out content means you can start doing research ahead of time of what needs to go into each post.
This means people won’t be waiting too long before getting any updates from you.
And remember, content boosts your website’s SEO.
Communicate with people in their native language
People will be buying off your site from different countries. Your store should be translatable so everyone can understand the content on your website.
You can do this by adding translation features to your store. This is generally not too difficult to add and can be added through WordPress and WooCommerce (the platforms we happen to use).
This is a great way to reach out to potential buyers outside your locale and really expand your business.
Frequently Asked Questions are frequently visited. Make yours better than the rest.
You should provide clear and concise questions and answers that you receive on a daily basis and make sure not to miss any out.
Put yourself in your customers’ shoes and ask yourself, what do I need to know at this present time?
If you provide good content here, it could save your potential buyers having to get in touch with you directly using the phone, email or live chat.
Showcase your best selling products. This will give your customers direction by showing what people are buying the most.
These are the products that generally catch people’s eyes, so it’s important to give them some special treatment by dedicating an area for them (large hero section with the featured product).
If you have a large range of products available, it can be overwhelming, especially if the user hasn’t been on your site before. So, having the featured product can provide them with some footing as to where to go next (direction).
On top of having a featured product, you should have a list of the top ten products on your website.
This is great if the featured product is not to the customers liking, this is because it provides alternatives as to what they could buy and shows them what is really selling on your website.
Having lists also provides you with the chance to link to all sections of your Ecommerce store in one place, saving the customer from using your primary navigation.
An example could be “The 10 Best Outdoors Jackets for 2019 (link off to half your products, half other websites)”
Take note of the “for 2019”. This provides the customer with products that are going to be in fashion for 2019.
If you carry out the research on products that are going to be in fashion or sell well for a particular time of the year, you can really make a good list of products that are going to sell.
This also helps the customer by saving them from carrying out the research on what’s going to be popular for a specific time of the year.
Anticipate Future Sales
On top of knowing what’s going to sell at specific times of the year, you need to anticipate future sales.
You want to do this so that you can have the products that are going to sell, then for you to create your listicle.
One way you can safely do this is by evaluating your market demand and see if it’s really worth the costs of having the soon to be best selling products.
There is a way to find out what will get the most attention, although sneaky. You can create a few different pages each with different products and list them as out of stock.
From here you can see which products get the most views and in terms of receiving back in stock notifications. From here you can see what is going to sell.
Increase Promotions During Holidays
Holiday times are the times of the year when people generally spend more money and buy gifts for their friends and family.
This is the perfect time to promote special holiday promotions. Be sure to send out holiday promotions to your customers on your mailing list and make sure they don’t miss out.
Also, because people tend to buy gifts for others in the holiday season, it is a good idea to cater your holiday promotions towards “gifts”. You can advertise your products as “the perfect gift” or “show someone you really care”.
This is a good tactic because some people have the mindset that places will be too busy to visit, so they go online. You want them to use your store over others.
Google Analytics is free to install on your website. So utilize it. Using it can help you boost sales and get the sales you want.
There is one important thing you can do with analytics to fully optimise your site.
As mentioned throughout this post, content is important. It helps with SEO. Google analytics has a built-in search term that lets you view what visitors are looking for on your site.
This means you can provide the relevant terms based on what your customers are searching for and bring the correct products up.
Using Google analytics means you do not need to carry out surveys to see exactly what your customers want. Because the data is collected automatically for you.
Search engine optimisation. If you want your products to sell on your website, people first need to discover your website.
If you have followed the previous steps, you will be closer to achieving the good SEO you want.
However, it doesn’t end there. If you are using WordPress and WooComemrce, you can install Yoast SEO which will provide you with the data you need to improve your website’s SEO.
You can optimise readability, keywords and descriptions for your products.
This goes hand in hand with Google Analytics so using these two can really boost your Ecommerce site’s SEO.
With Yoast SEO you can:
Orphaned content filter
On the topic of SEO, we actually have a great article on How to Increase Organic Traffic to Your Website (An In-Depth Guide). This can really help your Ecommerce site in the long run and generate the traffic and sales you really want.
Your website is at the top of Google. But do people know your brand? If no one knows your brand, the less likely they are to buy your product.
Put simply, are they going to buy from a brand they really like or one they haven’t heard of before?
Increasing brand awareness will yield more customers.
There are a couple of good ways to increase your brand awareness, to really get your brand known and trusted.
If you have followed the previous steps – good content, good SEO, reviews, testimonials, email marketing, paid adverts. Over time, your brand will become a known and trusted brand. Known because your brand will be all over social media (as well as search engines) and trusted because you allow customers to write feedback on your products on your website.
As a side note, if you do happen to get negative reviews. Having these reviews will allow you to act and make improvements.
Finally, we have finished! This may be a long list, but it is necessary in order to get the sales you want. If you are thinking that the list is a tad overwhelming, over time this if you follow each step, step by step, it should become routine and you will have the sales you want in no time.
However, it is not just the case of completing each step listed here. You need to keep carrying out these important tasks.
For some reminders, you want to:
Keep generating good content
Keep sending out emails to your mailing list
Keep on top of social media
Carry out research on what’s going to sell
Make sure your site keeps loading fast
If you have an Ecommerce site and really want some help, or if you are setting up or planning on creating a new Ecommerce site. We can really help you out, so get in touch with us.
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