Increasing ecommerce sales is the key to generating more revenues for many retailers, especially during the pandemic, when many consumers prefer online shopping. Competition is fierce as more merchants are now selling online. What can you do to get more prospects to visit your ecommerce website and make a purchase?
Let’s look at some ecommerce sales strategies you can implement right away to make your online store more effective.
How to Increase Ecommerce Sales
From sales page copy to the checkout process, many factors affect your ecommerce website’s performance. Here are some key tactics that’ll help you generate more sales.
Improve Your Sales Page Content
Your ecommerce website content plays an important role in turning visitors into customers. Here’s how to create better sales page content:
1. Be Honest in Your Sales Copy
Today’s savvy consumers can detect hyperbole and marketing BS from miles away. Instead of making unsubstantiated claims, focus on creating copy that’s honest, straightforward and approachable. This will not only boost your business’s reputation but also build trust with your customers and encourage them to purchase from you.
2. Create a Compelling Value Proposition
Consumers want to get the biggest bang for the buck, so your sales copy needs to communicate why your product is relevant and valuable to your visitors. You should clearly explain how it solves their problems or improves their situations, how it delivers specific benefits and why they should buy from you instead of your competitors.
3. Provide Personalized Product Recommendations
Research from Barilliance found that product recommendations account for up to 31% of ecommerce revenues. You can increase average order value (AOV) and overall revenues by using ecommerce marketing personalization technologies to show relevant product suggestions based on visitors’ browsing behaviors, past purchases, customer profile data and more.
4. Use High-Quality Product Images
Appealing product images can make your items more attractive to shoppers. Avoid low-resolution images, small thumbnails and poorly-lit shots. Include images of your products from different angles and photos that show them in action. You can also add an interactive widget that delivers a 360-degree view to increase engagement.
5. Create a Sense of Urgency
You have probably bought a product because it’s available for a limited time or about to be sold out — you’re not alone! Most consumers respond positively to copy that creates a sense of urgency, such as time-sensitive offers and limited edition products. Whenever possible, highlight your products’ limited availability in the sales copy to create a sense of urgency.
6. Include Video Content
Videos aren’t just great for improving engagement; they also increase AOV by as much as 68%, according to a study by LiveClicker. Besides demonstrating how your products work and showing an item from various angles, you can create lifestyle and aspirational content to spark your visitors’ imagination while communicating your brand’s message.
7. Answer Potential Questions and Objections
Don’t assume that your prospects know much about your products. Unlike you, they don’t live and breathe what you sell! Put yourself in their shoes and come up with all the potential questions and objections that can prevent them from buying. Incorporate the key points in your product page copy and use a separate FAQ tab or page to cover more details if necessary.
8. Use a Tiered Pricing Strategy
Most people don’t buy the cheapest or the most expensive options. You can experiment with a 3-tier pricing strategy and make the one you want your customers to buy the middle-tier option. You can also include a pricing and comparison chart on your sales page and highlight the middle-tier option to show that it delivers the best value.
Tap Into the Power of Social Proof
Social proof helps you build instant credibility, gain prospects’ trust, improve your brand image and increase conversion rates. Here’s how to use social proof to increase ecommerce sales:
9. Post Customer Testimonials
Glowing testimonials from influencers and happy customers can be more convincing than the best-written sales copy. Share testimonials everywhere on your ecommerce website, including landing pages, product pages and your homepage. Besides written testimonials, you can ask your fans to record short videos to share their reviews and experience.
10. Include Reviews and Ratings
According to Podium, 93% of consumers indicate that online reviews impact their purchasing decisions. Include a rating and review section on all your product pages and encourage customers to submit a review by sending a follow-up email after receiving their products. You can also incentivize customers to post reviews by implementing a reward program to get points to use towards future purchases by leaving feedback.
11. Monitor Reviews on Third-Party Sites
Consumers share their opinions on third-party sites such as Yelp, Google and Facebook. They also use these websites to research products and seek recommendations. Set up your profile and claim your listing on these sites so you can monitor your reputation and respond to feedback promptly, which makes prospects more comfortable buying from you.
Reduce Friction Along the Purchasing Path
It’d be a pity if you do all the work to convince shoppers to buy your products only to see them leave your site without completing the transaction. These conversion rate optimization (CRO) tactics can help you minimize cart abandonment and increase sales:
12. Optimize for Mobile
As more consumers are making purchases on their mobile devices, your ecommerce site and checkout pages should be mobile-optimized so customers won’t encounter any issues or frustration when shopping on your site. You can also leverage mobile-specific features such as auto-fill, location services and tap-to-call to streamline the customer experience.
13. Offer Fewer Choices
This may sound counterintuitive, but too many options can lead to overwhelm and indecision, causing prospects to leave your site without making a purchase. You can limit choices by structuring your offerings into increasingly narrow categories, place greater emphasis on a few feature products or implement a solution-based structure to present your items.
14. Add an Incentive
Create a favorable perception of your brand, which will lead to more online sales by giving away something for free. For example, you can add samplers, trial memberships, 2-for-1 offers and other reward-based incentives to customer purchases. You can also use this opportunity to let customers try your other products and encourage them to buy more.
15. Use an Opt-In Offer
Show an opt-in popup that prompts shoppers to sign up for your mailing list in exchange for a discount code or free shipping at strategic points in the purchasing flow. This can help you grow your list while increasing sales. Even if visitors don’t make a purchase right away, you can now follow up with them via email to drive warm traffic back to your website.
16. Promote a Risk-Free Return Policy
Some consumers are reluctant to make a purchase because they’re risk aversive. What if they don’t like the product? What if it doesn’t work for them? To alleviate the fear of having buyer’s remorse, you can offer a money-back guarantee and a risk-free return policy to push your prospects over the fence.
17. Streamline Your Checkout Process
Shopping cart abandonment is costing businesses $18 billion per year in sales revenue. To plug this leaky bucket, you should reduce the friction in your checkout process and make it easy for customers to buy from you. For instance, eliminate unnecessary steps and form fields in the checkout flow and offer one-click checkout for registered users, so they don’t have to enter all their information from scratch.
18. Offer Multiple Payment Options
If you want more customers to pay you, you have to make it easy for them to do so. Besides credit cards, you should consider accepting various payment methods such as Amazon Pay, ApplePay, PayPal, Google Wallet and other new services that are becoming increasingly popular on mobile.
19. Use Live Chat To Provide Real-Time Support
Live chat and chatbot technologies allow you to proactively offer the right assistance at the right time (e.g., answer product questions) and progress customers down the sales funnel. You can also leverage live chat to reduce the number of customers that drop out of the checkout process by providing real-time support and assisting them with the transaction.
20. Test Your CRO Tactics
To maximize conversion on your ecommerce website, you need to test the CRO tactics you have implemented and analyze the results. This will give you valuable insights about your customers so you can optimize your online store based on their preferences. You can use various CRO tools to measure performance and understand visitors’ behaviors, then do more of what works to increase sales.
Drive High-Quality Traffic To Your Website
All the efforts to increase conversion on your ecommerce website will be for naught if you aren’t attracting prospects ready to buy from you. Here’s how to drive high-quality traffic to your online store:
21. Get More Clicks With Ad Extensions
When done right, pay-per-click (PPC) advertising is one of the best ways to attract prospects who are seeking the exact products you’re selling. To further increase your ad’s effectiveness, use ad extensions in your Google Ads to capture attention and show links to product detail pages to reduce friction along the buyer’s journey.
22. Reach More People With Gmail Ads
As the most popular email platform, Gmail has over 1.8 billion users worldwide and owns 43% of the email service market share. You can use Gmail Ads to reach more high-quality prospects by targeting competitor keywords. This allows you to get in front of consumers who are getting emails from your competitors and, therefore, more likely to be in the market for your products.
23. Target Look-Alike Audiences on Facebook
People who share the same characteristics and behaviors as your current customers are more likely to purchase your products. To reach these prospects, you can upload your existing customer data (e.g., email address) to Facebook, which will cross-reference the information with its data to create matches based on specific criteria. You can then create a custom audience segment from this list and target your ads to drive high-quality traffic to your ecommerce website.
24. Use Retargeting Ads
Visitors who have previously viewed your products are more likely to return to your online store. You can use retargeting ads to attract these prospects back to your website and make a purchase. For example, you can leverage Google Ads’ dynamic remarketing feature to tailor your ads to each prospect by offering a discount on the specific products they have viewed.
25. Keep Your Messaging Consistent
No matter what online advertising platform you use to drive traffic, make sure the messaging on the landing page is consistent with your ad copy. If the ad is about a specific product, the landing page should feature the same product. If the ad mentions a discount, the landing page should reiterate the same offer. Of course, don’t forget to include a CTA that aligns with the copy and the offer.
26. Refine Targeting With Detailed Personas
You can drill down to very granular details using the many targeting options on most PPC platforms. To leverage all the information available at your fingertips, you should create detailed personas to inform your targeting. The better you know your ideal customers, the more likely you can craft messaging that resonates with them.
27. Analyze Attribution and the Conversion Path
By reviewing your website data and analytics, you can pinpoint when and where conversions occur along the user flow. For example, you may realize that while visitors who come to your site through organic search don’t convert right away, they’re more likely to do so when they return via a PPC ad. In this case, you may consider doubling down on your content marketing effort and investing in retargeting ads to optimize revenue from this conversion path.
28. Send Cart Abandonment Emails
According to SaleCycle, nearly 46.1% of all cart abandonment emails are opened, and 35.3% of them result in purchases. Your cart abandonment emails should show the items customers have left in the cart, add a sense of urgency, make it easy to contact you for assistance and, of course, contain a CTA that links directly to their cart so they can easily complete the purchase.
29. Invest in Customer Retention
It can cost 5 times as much to acquire a new customer than to retain an existing one. You can increase sales and profits by staying on your current customers’ radar and cultivating loyalty, so they’ll buy from you again. For example, you can send a follow-up email to new customers with personalized product recommendations or implement a loyalty program to drive recurring sales.
30. Make It Easy to Reorder
Another way to generate recurring revenue and retain customers is to make it easy to reorder items that they like and often replenish. For example, you can include a reorder list on your account management section, send reminder emails periodically and implement a “Subscribe and Save” type program that minimizes the friction toward making repeat purchases.
It’s All About Your Customers
The key to increasing your ecommerce sales is to design the purchasing flow so you can deliver an outstanding and frustration-free customer experience. From online ads and sales page copy to the checkout process and customer retention strategy, you need to make sure that it’s easy for your visitors to make a decision and complete the transaction.