In an increasingly digital-dependent world, e-commerce is a booming business landscape that entrepreneurs must master and leverage to succeed. For brick-and-mortar stores, an online counterpart enables them to reach consumers, both old and new, who want to buy their products or services from anywhere. But many brands solely engage in e-commerce because of the convenience. Without the need to lease out space and hire manpower to look after the store, you can have the business up and running quickly.
However, just like a physical store, gaining sales in e-commerce requires some time, effort, and experimentation. Here are five tips for how to increase your sales in e-commerce.
How to Increase E-Commerce Sales in 5 Steps
1. Build Brand Awareness and Trust
People can’t buy from you if they don’t know you exist in the first place. Build awareness, recognition, and trust for your brand through digital marketing. Run ads across relevant online platforms, like social media and search engines, so that more people (read: potential customers!) can see you. The more people encounter your ads, even if they do not directly engage with them via likes or clicks, the more they become familiar with your brand.
It’s also crucial to have all your website pages optimized for search engines to strengthen your online presence. Through strong SEO, you increase your chances of appearing in a search engine when potential customers look for relevant products or related keywords.
Position yourself as an expert and gain the trust of consumers. This can be done via brand blogs explaining your products and services, high-quality content that is informative and educational, and influencer partnerships.
You can further prove your brand’s credibility by highlighting ratings and reviews from previous customers and using trust badges as proof that customers’ payment details are safe and secured.
2. Simplify the Checkout Process
In brick-and-mortar businesses, many customers change their minds about buying certain items and remove them from their baskets before paying at the counter. The counterpart of this in e-commerce is “abandoned carts.” This is when customers “Add to Cart” but don’t push through with the transaction. This can be caused by a complicated checkout process, especially for non-registered users.
To reduce this friction, make your checkout process as simple as possible. Consider removing the mandate to register and enabling customers to check out their purchases as guests. See if there are ways to streamline the process such as reducing the number of forms to fill out or adding a button to make the delivery and billing address the same.
It’s also frustrating for consumers to go through the hassle of filling out forms, only to reach the final step and realize that the store does not accept their preferred payment option. Many are not willing to go through the extra inconvenience of transferring money between accounts just to pay via an accepted route. Gone are the days when cash and card were the only go-to payment methods, so your business must adapt to your customers’ behavior.
With a smart payment processing solution like True POS, you can accommodate a wide range of payment methods, send receipts and invoices over email, and even create recurring billing plans for purchases to be paid in installments.
3. Get to Know Your Customers
To get through to your intended consumers – whether through tailored marketing or refined ad targeting – you must understand who your consumers are. Communicate with consumers authentically on various platforms to get the inside track of their views and preferences.
Consider allowing users to test new products. Ask for their honest opinion through surveys. Comb through your reviews to see if any words or phrases are recurring. Using information and tools, you can tweak your products or services to improve the customers’ experience. A better experience will make them more likely to repurchase and recommend your brand.
Be where your customers are by leveraging different communication channels. Social media is a must, but select platforms that are relevant to your brand. Engage with your consumers and respond to queries in your DMs and comment section to alleviate concerns that may have been holding them back from buying. Run social media contests that incentivize them to purchase.
4. Strengthen Your Follow-Through
It’s easier to foster relationships with people who have already purchased or engaged with your brand before than to constantly chase after potential new customers. With retargeted ads, you can re-engage consumers who have purchased from you in the past or re-appeal to audiences who viewed your ads or website but did not buy anything.
With a CRM program, you can continually engage customers by reaching out through unique channels like SMS and send out personalized messages. Tap into the power of email lists to promote upcoming sales, send customized holiday or birthday greetings with discount vouchers, or remind them about items they’ve added to their cart but have not purchased yet. A loyalty program also encourages repeat patronage as they have an added incentive to purchase from you.
5. Make the Small Things Work for You
Sometimes, the devil is in the details. Put yourself in the shoes of the consumer and consider the factors that can surprise and delight them. Providing truly helpful customer service sounds like a no-brainer but is a pitfall for many businesses. In e-commerce, it only takes consumers a few clicks and taps to find an alternative if they don’t get the help that they need from you. Have a live chat feature or chatbot so that they feel there’s a way to ask for assistance, similar to how one can approach a salesperson in a physical store.
You may also consider offering free shipping to customers as it’s more impactful to customers versus a percentage discount, even if the cost of a discount is higher than the shipping fee. Statistics have shown that international buyers are two to three more likely to repurchase if shipping comes at no cost.
Ready to up your e-commerce game? True POS is here to help! Get a free quote today.