By Laia Cardona, on 17 September 2020
Increasing sales, especially online, is a pretty constant marketing objective... but the competition can get tough. When consumers have thousands and thousands of products just clicks away, how can you differentiate your brand and stand out?
We’ve gathered 10 tips to help your ecommerce stand out from the rest. These tactics can help present your product in a more attractive way, reach your ideal audience, or make it easier for your customers to buy again and again. Let's jump in!
10 Tips To Increase Ecommerce Sales
1. Know Your Buyer Person
To reach your ideal customers, you first need to know who they are.
Creating a buyer persona is an essential sales technique and should be one of the first steps in developing the brand's marketing strategy. But if you don't already have one, it's never too late to get your team together and get to work.
A good buyer persona should include at least the following information
- Who are they? Information about the customer's general demographic profile, job, family situation, identifiers (personality, how he or she prefers to be contacted...).
- How can your company help him or her? Your primary and secondary objectives and challenges.
- Why? What are their motivations when choosing your products and services?
- How will you reach him? What are the best marketing and sales messages?
If you already have an active brand website, a very useful hack to start building your buyer persona is to check your Google Analytics. Here you can find out information about your visitor’s age, the gender they identify with, their main interests and the user profiles that convert more.
2. Optimize Your Online Store
Online sellers can adapt to different channels, such as distributor stores or Amazon-type sites. But investing in your own online store provides you with direct contact with customers and allows you to get a lot of valuable information about them.
For your ecommerce to be successful, it must be well designed and optimized. A cumbersome, time-consuming page with unclear information will have a negative impact on your conversions. In the same way, a site where the user can clearly find what they’re looking for and buy in a few clicks will cause the conversion rate to multiply.
Therefore, in order not to waste the qualified traffic that comes to your store, take into account these key aspects:
- Accessibility from mobiles: Today, users are increasingly making purchases directly from their mobile phones. Ensure your website is generating a good experience on all devices.Your website should have a responsive design and loading times that are as short as possible.
- User experience (UX): UX is in charge of generating positive sensations when interacting with a system (in this case, your website) and optimizing the processes (for example, subscription or purchase). This type of experience not only improves conversion rates, but is also part of your brand image.
- SEO and SEM: If you want to sell more online, users must be able to find you easily, so search engine advertising (both organic and paid) is your ally.
3. Create Differentiated Landing Pages
Landing pages are crucial for ecommerce success. A landing page is the page on your website where a visitor arrives.
To create effective landing pages, the first step is to find a structure that works. In general, the simpler and clearer a landing page is, the better. Create separate landing page for each of your star products, or at most, one page for each range of related products. This way, it will be much easier for you to analyze what is going on and understand how to optimize your online marketing.
4. Make It Easy For Your Customers
As you know, users are used to getting what they want with just a few clicks. If your purchasing process has any obstacles, users are more likely to abandon the sale and go to the competition. To avoid this trajectory, follow these tips:
- Easy purchase process. In general, the fewer clicks, the better, but always offering the user the information they need at each step. A star example in the industry is Amazon, which has designed a system with which users can buy a product with just one click... making resisting more difficult than ever.
- The payment methods available. Think that each user has their own preferences in this regard, so you need to have all the bases covered: credit cards, PayPal, transfer or even cash on delivery.
- Avoid additional charges. Nothing annoys a buyer more than going to pay for a product online and realizing that the price is higher than they thought. If you are going to apply extra charges to the price of a product, always indicate it as clearly and early as possible.
- Low shipping costs. Whenever possible, shipping should be free.
- Good return policy. A leader in the industry who does this well is ASOS, which offers the possibility of making free returns (without the need to give a specific reason) for 28 days after receiving the order. Whatever the conditions are, it is always important to make them clear and to keep to the promises made.
- Fast delivery dates. Clearly indicate when the order should arrive at the customer's home.
5. Take Care Of Your Image
They say that a picture is worth a thousand words, and nowhere is this more true than in online sales. Since users will not be able to see, touch, or try on your product, it is necessary to give them as much visual information as possible.
Have clear pictures of the product from different angles, taking care that they fit with the general aesthetics of the website. If you want to go further, 3D videos and product demonstrations can be a great help in convincing potential buyers.
6. Provides Added Value
To stand out from the competition, you need to add something extra to your products and services, and one of the best ways to do that is through content creation.
Creating content related to your brand will help increase the visibility and SEO positioning of your website, as well as positioning you as an expert in the market. One of the most typical and effective ways to do this is through a brand blog, in which content can be disseminated through different social channels. To succeed, follow these two tips:
- Develop a content plan: Like any other sales technique, your blog must respond to the general objectives of the company and have a well thought out strategy behind it. Therefore, before launching yourself into the pool, you need to have a content plan that includes the frequency and type of publications and even a calendar.
- Alternate between different formats: Videos, infographics, downloads, image galleries... there are many options that go beyond simple written text posts. Be sure to include a variety of formats in your content plan and discuss which ones work best for your audience.
7. Use Recommendations
The word of mouth marketing is one of the most effective sales techniques. Naturally, buyers tend to trust other users more than brands, so recommendations play a very important role when selling online.
When designing your website, there are two basic techniques you can implement to reinforce the social test:
- Include clearly visible sharing buttons. This way, you will encourage users to post your content (or even your products) on their social networks, which will naturally attract more visitors.
- Add testimonials and recommendations to your website. Seeing other people's stories helps visitors to better connect with your products and services and see how they could help them in practice. In the case of B2B marketing, you can also include the logos of brands that have already worked with you.
8) Harness the power of email marketing
Email marketing is a classic tool for increasing ecommerce sales, and it continues to prove its effectiveness year after year.
Email offers you a direct and personal way to communicate with your audience, which can be adapted to different strategies and moments in the purchase cycle. Take note of these tips to get you started:
- Segment your database. As part of your recruitment strategy, you should make sure you have at least the basic data of your subscribers. From there, you can use their behavior to further expand information about their interests and personalize communication as much as possible.
- Be responsive. As with your website, your emails need to be viewable from all kinds of devices. Some of them will be able to display the latest interactive elements, while on others you need to have a text and image based version B to make sure the message gets through.
- Design different user journeys through email marketing. For example, once the user subscribes, you will have to welcome them and send them the first presentation contents. If he has already made a purchase, you can take a trip to build his loyalty. In short, it is a matter of understanding what stage he is at in order to offer him a journey that makes sense.
9. Use Social Ads To Promote Your Brand
Another advantage is that Social Ads have a lot of targeting options that you can't find on other platforms. Since social networks have a lot of information about their users, you can take advantage of it to launch very specific campaigns, for example "men from such an area who have had a child in the last year".
If we combine the power of segmentation with the many formats and types of campaign, we see that this type of advertising allows us to reinforce our online sales with maximum precision.
10. Create A Sense Of Urgency
Another great classic marketing trick is to warn the user that they only have a limited time to take advantage of a particular offer, or that stocks are limited. This is a very common copywriting tool. This way, the visitor feels the urge to take advantage of it as soon as possible.
If you decide to use this resource, display the limited offers prominently on the homepage of your website and in your advertising campaigns on social networks and search engines. It is also a very good idea to create a specific landing page for each of the offers.