An old article from http://www.retail-ecommerce.com that deserves some fresh attention.
So, you want to improve your online sales. But generating higher online sales this holiday season could be a tough task due to the sluggish economy. This time around, it will be a challenge to lure people to shop. Many online shoppers will be looking for better deals, better offers and other sound benefits before making purchases.
Let me quickly walk you through some tips that could help your online store get more visibility, traffic and sales. But, all these tips and tricks are subject to testing, you never know which trick would result in conversion, unless you test it.
- Do a basic SEO
- Don’t Ignore PPC
- Get Listed in CSEs
- Offer Comprehensive Product Information
- Provide “The Touch Factor”
- Look and Feel with holiday flavor
- Product Reviews
- Work on Pricing Module
- Provide Offers and Benefits
- Cross Sell the Right Products
- Don’t forget Cross-Channel Shoppers
- Checkout Process
- Delivery Time Matters
- Provide Effective e-Communication Option
Don’t Ignore PPC Marketing:
Getting your product catalog listed in shopping channel is one of the finest internet marketing strategies to pull in traffic to your web store. To start with CSE marketing campaign, you can list popular or top selling products to some of the free comparison engine websites like Google product search, live product search, etc. Before starting a full-fledged campaign, it is imperative to understand the complexities and data feed requirement formats of each CSE and prepare them accordingly.
Offer Comprehensive Product Information:
So, what constitutes a good online product catalog?
- Product Name
- Product Images…
- Product description (long and short description) with clear cut marketing message and call-to-actions
- Highlight product features and benefits,
- Product specifications,
Provide Product Reviews:
Provide “The Touch Factor”:
Below is a good example for your reference...
Offer Unique Benefits:
Offer unique benefits to online buyers to grab their attention. Do not just offer the benefits in terms of product price. You should also include offers, like discounts, coupons, free gifts, free shipping, etc. These factors will entice online buyers to shop more. Here is a clear data for the term “Free Shipping” from Google search trend tool.
Cross/Up selling is one the best ways to make additional sales. You have to cross sell only those products that are more or less related to the products that a customer has already bought. It is wise to suggest a photo printer rather than an MP3 when a customer buys a digital camera. On the other hand, you can up-sell items that are not related to the product that the customer has bought, Example: Free Shipping on orders that exceed $200.
If you are a click and mortar retailer, you should consider serving cross channel shoppers. A cross channel shopper is the one who searches products through internet, reads its reviews, find better deals and makes the final purchase at a retail store.Take a look at the following chart by emarketer.com
Easy Checkout Process:
Most of the online retailers lose sale during the checkout process. If an online shopper is not comfortable with your store’s checkout process, then there is a high chance of shopping cart abandonment.
So, what are the reasons that could force an online shopper to ditch your shopping cart?
- Hidden Charges
- Capturing too much of information (lengthy process to complete)
- Register before buying
- High shipping cost, etc…
Informing an online shopper about when he/she would be getting the product to his/her door step really matters a lot.
One of the finest techniques to grow sales and serve online customers is to provide various forms of e-communication, such as Live Customer Support, FAQ, Phone Support, Email Option, etc… The more options you provide, the more are your chances of earning trust and closing sales.
These are just few great tips that would help a web store owner to improve traffic and sales. If you have tried and tested other tricks, then please feel free to discuss here.