If you are looking for new sales techniques to boost sales for your ecommerce store, then you have come to the right place.
As a former ecommerce store owner and designer, I have quite a bit of experience warming up and converting cold leads into customers.
In this article, I will discuss clever sales techniques that will help you increase conversion rates for your ecommerce store.
Source of traffic matters
Where do you get your traffic? Most ecommerce stores use paid advertisements as their main source of traffic. Paid advertisements are an expensive, but an easy way to acquire customers.
If done right paid ads can be scaled to infinity, turning your store into a money-printing machine. But, if done wrong, paid ads can bankrupt your store.
You should follow every step in this article, to get your conversion rate way above the average ecommerce conversion rate sitting at 2.8%.
1. Make it easy for visitors to convert
More often than not, it’s really hard for new visitors to convert into customers, even if they want to. Usually, it is because there are too many buttons and links that may lead their attention elsewhere.
ASOS is a great example of a successful ecommerce store that sells products in multiple different categories. Yet the above the fold part of their landing page only has four buttons. Two of them being call to action buttons.
When it comes to great ecommerce websites, ASOS certainly an industry leader. They have a great landing page. In fact, it's one of the best ecommerce landing pages out there.
Once a visitor lands on your page the goal is really simple: “Get them to buy your products”. Everything in your store should steer them in that direction.
There should be no needless links and CTAs. Here are just a few examples:
- Annoying pop-ups that attempt to extort their email address
- Long blocks of text that say nothing
- Links to other websites
Instead - the whole experience should be really simple:
Show visitors the products they are interested in. Tell them why they need said products. Win over the visitor's trust by showing them that other people already have bought your products. And finally, give them a good reason to convert.
Here are a few good reasons:
- limited-time promotion
- an ongoing sale
- free shipping
It’s really up to you, but you should always give visitors a reason to convert if you want to drive up sales and increase your store conversion rate.
What you should never do
Put all of your products on “sale”. Having a “sale” icon on all of your products makes them feel cheap and not exclusive at all.
Never do what this store owner has done. The page looks cheap and it’s hard to look at due to the small “Sale” CTAs.
If you want discount products, discount a handful of your best selling items.
2. Show leads products they are interested in
Instead of having a single landing page for all of your visitors, create multiple landing pages for each buyer persona in your target audience.
Let’s say you sell cooking utensils. So your main target audience would be chefs and kitchen staff.
But what about all of those moms and dads who like to make great food with top quality cooking utensils? They will most probably not be interested in the same products, as a chef, who works at a Michelin star restaurant.
That’s why it is so important that you know who is your target audience. Once you know who is your target audience, you can craft separate landing pages for each and every one of your potential customers.
Now, moving forward with the hypothetical cooking utensil store.
Let’s say you sell all kinds of utensils, knives, cutting boards, cheese graters, bowls, meat grinders, etc.
Again, it’s most likely that the hobby chef and professional chef are looking for completely different things. So why would you show them both the same products?
Instead, follow up on previous purchases and find out what kind of customer is interested in what product and choose 1, at most 2, best selling products from each product category.
Just Google the name of your customer and find out who they are. Try to answer these questions:
- What are their hobbies and interests?
- Where do they work?
- What do they do in their free time?
- Are they mostly male or female?
- What is the median age of your customer?
Try to answer the above questions. Maybe figure out a few niche-specific questions and answer those too.
Then you should be ready to craft a customer profile. You can use our finding and servicing your target audience guide for that.
Now that you have narrowed down your target audience and product list, create a couple of landing pages for your target audiences. A/B test them and never stop optimizing!
3. Use retargeting advertisements to win consumer attention
The average consumer's attention span is short. Like, 8 seconds short!
So you can imagine that at one point a visitor may be checking out your products, thinking about what to buy. And exactly 8 seconds later they are happily scrolling through their Facebook feed again.
So how can you remind consumers that they are interested in your products? With retargeting advertisements!
Retargeting advertisements can increase your conversion rates by as much as 150%.
Wish is a well known successful Facebook advertiser. The above image is an example of their mega-successful Facebook retargeting advertising campaign.
They are targeting existing customers by showing them what is on sale on a certain day. A simple strategy that probably works like a charm.
Each advertising platform has their own retargeting method. For Facebook and Instagram, you can use the FB Pixel, for LinkedIn and Google retargeting advertisements are a built-in feature.
Running advertisements, without retargeting advertisements, just does not make sense. You would be missing out on a lot of potential cheap traffic who have already shown interest in your products.
4. Connect with your customers by having a killer follow-up email flow
Do you think that once a customer has made a purchase and received the order, that’s it? Absolutely not. That’s just the starting point.
Your customers are a goldmine of data. You have already spent money to acquire them and they have gone through the whole process of making a purchase.
Why would you let all of that go to waste? Well, you shouldn't!
After a customer has received their order, ask them for feedback! Here are just a few valuable pieces of information you can ask them:
- What did they think of the product?
- How difficult did they find the checkout process?
- What products are they interested in?
If they get back to you, and their thoughts about the product are positive, ask them if you can use their positive feedback as testimonials on your landing page. Maybe even offer them a coupon code in return.
Feel free to change up the questions in the list above. But make sure you always ask your customers for feedback about your products.
This may seem like a hassle, but it is worth it. By connecting with each and every one of your customers on a personal level you show them that you care.
This is a great strategy if you want to earn customer loyalty and drive up repeat business.
Secondly, if the customer had any issues during checkout they will let you know. That way you can further optimize your checkout page.
Thirdly, by asking customers what kind of products they are interested in, you can get new ideas for products to sell in the future.
You should not start selling a new product because 1 person asked for it. Instead, make a list and start keeping track of product requests.
That way you will find out what your customers are interested in and earn even more with your ecommerce store!
Pro-tip: During checkout, ask your customers for consent to send them promotional emails. Which will allow you to send them bi-weekly or monthly newsletters about new products and ongoing promotions.
Remember, it is always easier, and cheaper to upsell products to existing customers instead of acquiring new customers.
Once you have acquired a customer, treat them like a child who needs love, care, and interaction.
5. Leverage social proof to build trust and increase sales
Social proof is high up on the list of sales techniques frequently used to sell more online.
Instead of hoping that new visitors will blindly trust you, earn their trust.
With social proof!
By leveraging social proof you can make visitors feel a sense of calmness and make it easier for them to trust you. Show them that other people have bought your products and vouched for you.
Because who in their right mind would want to associate their name with substandard products?
Now that you are gathering feedback from your existing customers, you can use that feedback to increase your ecommerce sales!
Testimonials are a must-have for any ecommerce store. After showing visitors your products that should appeal to them, show them that other people are already enjoying said products.
Testimonials are a great way to warm up leads and start building a line of trust with a potential customer.
Our friends at Mediamodifier have a great testimonial section. It’s one of the first things you see when you land on their page.
Eliminate the uncertainty factor After showing off testimonials, prove the fact that your store is an active and interesting place, visited by many people - This is the next step in building that line of trust.
This way cold leads will be more inclined to follow in other people’s footsteps, because you make it clear that other people already trust you.
Booking eliminates the uncertainty factor while creating a sense of urgency with great success.
6. Make checkout as simple as possible
Did you know that the average shopping cart abandonment rate is almost 70%?
Imagine this - ecommerce stores COULD earn $100.00 every single day, but they only make $30.00 per day.
Seeing those figures most probably got you wondering: “How can my store make that $100.00 per day?”.
Well, you will certainly be unable to capture each and every single sale, but lowering the abandonment rate is definitely possible.
There are tons of methods how you can decrease the abandonment rate. But here are the main ways to simplify checkout in your online store:
One page checkout
Instead of having a step-based checkout page, collect all of the information you need on a single page.
If possible, ask your about-to-be customers for their payment details first.
After a potential customer has inputted their card details or selected a payment method, they will feel like they have already committed to the purchase.
Afterward, ask them for their shipping details.
In return, they are less likely to abandon the cart. First by entering their payment details or choosing a payment method.
Secondly, you can make the person feel like there are fewer steps they have to take to finalize the purchase.
If you have a WooCommerce store, then it's super simple for you to implement a WooCommerce one page checkout page. WooCommerce even has a guide for it.
Remove all the needless fields from your checkout form
Do you really need to know the person's phone number, mother's maiden name, and shoe size, just to ship them a pair of earphones? Most probably not.
Remove all the fields, you do not explicitly need to ship them their order.
Make potential customers feel like they are spending less
Once a potential customer sees the total cost of their shopping cart they may hesitate and never follow through with the purchase.
What can you do?
Well, before they even get started with paying for their order, give them a promotional code that will decrease the total cost of their shopping cart. Even if it’s by just a little bit.
By making them a special offer, they will feel a sense of appreciation. Which means they will be less worried about the total cost of the purchase they are committing to. Since they are already getting a bargain of a deal, and they didn’t even do anything to deserve it!
An example of a great checkout page. The customer has a high total in their cart, but they are getting a 15% discount on all items.
Secondly, there are several popular payment options available, which is a great segway to the next sales-boosting strategy.
7. Offer a variety of payment options
Instead of only accepting credit card payments, add other payment options to your checkout flow.
Adding just PayPal to your checkout flow can boost conversion rates by up to 60%.
And don’t stop with PayPal. Make sure customers have all the payment options they could ever want.
We recommend that you have at least 7 out of the top 8 most popular ecommerce payment methods represented on your checkout page:
Credit cards (accept at least MasterCard, VISA, Amex, Discover)
Alipay (If you get any traffic from China)
8. Have an abandoned cart email flow in place
So the “worst-case scenario” has happened. The customer abandoned their cart.
Maybe they got distracted and forgot. Maybe they don’t have the money yet.
There can be a number of reasons why the customer chose to abandon their cart. But you won’t have to worry about that if you have already built an abandoned cart email flow.
Abandoned cart emails have the highest click-through-rate at 25%. For each 100 abandoned cart emails you send, on average, 8 of those emails will result in a sale.
That sounds pretty sweet, considering you are just setting up a simple email flow!
Want to set up an abandoned cart email flow?
If you have a Shopify store, then follow these steps:
Go to your Shopify menu and click on Settings then open up the Checkout tab
Scroll to Abandoned checkouts
Check the Automatically send abandoned checkout emails checkbox
Finally, click on save
We recommend that you also customize the email template. Add a custom subject and personalize the style to match the colors of your store.
A custom email template will instantly stand out from the emails sent by your competitors. In return increasing the odds of the person completing their purchase.
If you have a WooCommerce store, you can do that with the WooCommerce Cart Abandonment plugin.
Make sure your landing page is as distraction-free as possible. Remove everything that can distract a new visitor and lead them to another webpage.
Know your target audience. Research your previous clients. Learn about their interests and hobbies.
Once you have that figured out, create a landing page for each customer persona in your target audience.
On that landing page show them products they are interested in.
If you acquire your traffic via paid advertisements, then remind visitors about your store using retargeting advertisements.
Research how to set up a retargeting pixel on your website and get cracking!
Have a follow-up email flow in place.
Once a customer makes a purchase follow up on that purchase and ask them for feedback.
A crucial step that will help you further optimize your store and fix any issues that you may have gone under your radar.
Once you have gathered enough positive feedback start leveraging social proof for your ecommerce store.
Use testimonials to build trust and show visitors that your store is actively visited and interacted with.
Lastly, simplify the checkout process. Make customers a special offer before they get started with checkout.
Remove all the fields you don’t need. If possible turn your checkout page into a 1-pager.
Ask for payment details first, shipping info afterward. This way the customer feels like they are saving time and have to complete fewer steps to place an order.
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