A Practical Guide to Improving E-commerce Sales

The first step to improving your sales, is to evaluate your current baseline.

A Practical Guide to Improving E-commerce Sales

01 - Analyze & Optimize Web Traffic

The first step to improving your sales, is to evaluate your current baseline.

We want to create a feedback loop, where your store is exposed to  traffic, a performance goal is set, and then we find where the leaks are  in your conversion funnel.

There are a number of reasons customers might not be buying from  you and you can make informed guesses based on how your traffic be haves:

If you have a high bounce rate—that is, visitors coming to your site and  leaving immediately—your traffic may be low quality or your store may take  too long to load.

If none of your visitors added products to their cart, it might be that you  haven’t achieved a product/market fit. Or your website doesn’t look credible.

If you have a lot of abandoned carts, maybe you need to reconsider your  shipping.

02 - Upsell Your Products

Would you like fries with that? — For many businesses, up-selling can be more effective than acquiring a new customer.

Upselling a customer means getting them to spend more on the same  product or product type that they are currently looking at.

According to estimates from Bernstein, a respected Wall Street analyst,  Apple enjoys hefty double-digit gross margins on extra GB options of  between 75 and 94 per cent.

When you’re considering what to upsell, always be tactful about it. Hit ting your customers over the head again and again, page after page is  only going to damage the customers perception of your brand and may  even hurt overall conversions by overwhelming them.

03 - Optimize for Mobile

Mobile sites that loaded in two seconds or less had a 15% higher conversion rate than the average mobile site.

By 2021, more than half of all online shopping is expected to happen on  mobile devices, according to Statista. Optimizing your store for mobile  means more than having a responsive design.

It means you’re designing your site with mobile visitors in mind from  start to finish.

Perhaps you have a bigger add to cart button on all mobile product pag es, making it easier for the visitor to add to cart without scrolling down,  or zooming.

You might also present your images in a different format, making it fast er for mobile visitors to load product photos and easier to zoom in.

04 - Reduce Abandoned Carts

Harsh truth: You’re losing money every time a visitor abandons their cart without purchasing.

This phenomenon is well-studied. According to Baymard Institute 69%  of all e-commerce visitors abandon their shopping cart. Why?

  • Unexpected additional charges, and fees. Is it time to re-visit your shipping, or product price calculation?.
  • Forcing users to sign-up. Offer guest checkouts instead.
  • An overly complex checkout process.

05 - Leverage User-Generated Content

Rally Customers to Create Content with You

User-generated content (UGC) is a great way to generate social proof.  When prospective customers see that people just like them are regu larly purchasing your products, they’ll feel more confident in doing the  same.

According to Salesforce , 54% of consumers trust information from on line reviews and recommendations from their peers, compared to the  20% who trust the brand itself.

UGC can take many forms. Technically, even product reviews are UGC.  One of the most effective types of UGC is pictures of customers actu ally using your products.

Pepper, features lots of pictures of happy customers in their products.

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