To sell online it is not enough to set up a nice eCommerce site and wait for customers to arrive on their own, but you have to build a marketing strategy and decline it into practical activities that translate into an increase in turnover. In this article you will find 7 tips to increase online sales and performance of your eCommerce, the result of real experiences of those who, before you, started an online business.
Launching a new business is not easy, neither offline nor, much less, online. Those approaching the eCommerce world for the first time might think that it’s enough to make an online store work: a nice site, an interesting product range, a Facebook page and voila, you’re done. But the reality is very different and (we will never tire of repeating it) to avoid a colossal hole in the water you need a strategy.
Developing an eCommerce that works is an arduous task, but there is good news: others, before you, have embarked on this path successfully. Why not take advantage of it?
1) Build a brand awareness
Brand awareness affects customer confidence (which in turn affects sales), repeated purchases and even SEO. Simplifying to the maximum we can say that the more people know (and trust your brand) the greater the sales will be.
To improve your brand awareness, focus on quality …
- Of the contents you produce;
- Of the partners you support;
- Of the suppliers you trust;
- Of the influencers you choose.
Evaluate every aspect with a criterion, always considering the impact it could have on your online reputation in the long run.
2) Create engagement with email marketing
Build a database of qualified contacts, segment the lists according to the characteristics or behavior of users and create email marketing campaigns to communicate with your customers at any time of the purchase process.
The email marketing is a tool as dated as it is effective, but too often misused by companies that only send discounts, promotions and marketing messages. Change perspective and start using emails to build relationships with your customers, offering them really useful and interesting content to accompany them towards the purchase decision.
3) Talk with your customers on social media
Advertising on Facebook is one of the most effective ways to bring traffic to the site, convert leads into customers and engage them to eventually repeat the purchase.
Based on visitor behavior of your eCommerce you can create personalized messages to engage people even outside of your site. Sets Ads using custom public and the exclusion or inclusion options: Facebook provides options targeting more and more refined, not exploit them means losing many opportunities.
4) Test, test, test to improve the conversion rate
An online store is never finished. Continuously optimizing the site and online communication channels is essential to increase the conversion rate. Try to change some parameters and evaluate the impact of the change on sales and analyze user behavior data to experiment: from the color of the call to action buttons to the product photos, each element can be tested. Remember that even the smallest change can generate an increase in sales.
5) Offer excellent customer service
Customer service is also a form of marketing. To succeed is not enough to acquire new customers, the real challenge is to maintain lasting relationships and ensure a high level of satisfaction over time. That’s why customer service is so important.
Invest in technology at the service of customers: app, chatbot, artificial intelligence … The options available to assist users are many, identify the one that best suits the way your audience interacts, trying to offer support where, how and when it has need.
6) Use delivery as a competitive advantage
The free shipping is one of the most effective levers to encourage the purchase, more than a percentage off the total. Moreover, delivery costs are one of the main causes of abandoning the cart: discovering that you have to pay a heavy price only at the last moment is never pleasant.
Explicit delivery conditions immediately on the home page of your eCommerce, trying to be as clear as possible. Take advantage of the potential of free shipping, by offering it on the entire product catalog or by reaching a pre-established amount. And if you have an international business, do not forget to include customers outside the national borders, which, understanding the rarity of free delivery, will buy two or three times more than normal.
7) Create strategic promotions
Create promotions for a limited period of time, leveraging the sense of scarcity and urgency to attract customers. But beware: promotions must also be used strategically. Always proposing the same discount can be counterproductive, which is why you have to study different types of promotion to be offered at different times of the year, with specific duration and frequencies.