Why would you want to increase sales on your website? That’s probably a question you can answer. How can you increase those sales? That’s a harder question. Here are a few recommendations for your own ecommerce store, so you can make some changes and see the results.
Without keeping in touch with your former visitors, your sales and marketing efforts are focused on the people who just happen to land on your website. To keep repeat customers coming back, or engage visitors who are not yet customers, create a mailing list and send out periodic newsletters, coupon codes, and helpful links.
Offer something different
Your business should be selling something that sets itself apart from the competition. Is it the cheapest, smallest, or highest quality? Make sure that difference is emphasized. Even anecdotes about the development or use of a product can make impressions on the viewers. People resonate with stories, and look for ways to join into larger stories already taking place. This could be as significant as donating proceeds to a cause, and as trivial as selling a shirt or toy designed for the creator’s daughter or grandson.
Perfect the presentation
Show off your product. Sometimes this is best done in a sales letter or long pitch, helping the readers to understand a more complex offering. Experiment with photos and testimonials. Make all of the features and benefits shine so that customers will know that the product will fit their needs, instead of making them wonder.
Experiment with placement
Web pages are often too large or busy for users to focus on the whole page at once. Change the placement of the offer to make sure that the largest numbers of people possible are seeing it. For example, include a newsletter opt-in form both in the sidebar and within the copy of a sales letter. In general, the more chances people have to sign up, the more signups you will get. Just make sure you are placing it somewhere that makes sense, instead of coming off as overly pushy.
Make better offers
There are a number of different promotions to choose from – so start making different types of promotions to see what sticks. You could offer a discount off the top: a dollar amount, which is easier to understand, or a percentage, which scales more easily to larger purchases. Or include extras: free shipping, bonus materials, or a complementary gift. Find out which sales are received better by your audience.
Know your market
Who is shopping from your site? Would they rather find a bargain or get a premium product? Do they want one urgent, quickly-changing deal, or consistently good prices for a multitude of products? There is no wrong answer: these models and many more are making sales all the time. But the same people are not shopping at each of these sites, so you need to decide on your angle and attract the right customers for your site, or learn what your customers want from you.
Make sure that your customers experience their shopping experience, not just their purchase. Make sure your ecommerce site is branded well so that consumers will want to come back again or refer their friends. If the site isn’t memorable, it won’t make an impact.
Don’t concentrate on selling all of your products at once. Some online retailers even recommend only featuring one product on the homepage. And this doesn’t mean to keep it the same: change the contents of the homepage regularly to keep visitors from getting bored.
Show benefits, not features
Yes, including accurate specs and features are important for accurate representation of your products. Incorporating benefits, especially in the headline and copy, makes your sales page even more powerful. Mention what problem your customers will be solving by using your products or services.
Your audience is always going to be different from anyone else’s. Don’t just do research and follow instructions: try testing different formats on your own customers. Doing split-testing is the best way to do this: by showing new designs to one portion of your traffic while showing another design to the other half, you can get results without wondering if the tests are uneven. There are a number of software solutions that help you orchestrate your own split testing.