Running an online store may seem like a slam-dunk at first glance. There's practically no overheads, customers can shop 24 hours a day at their timely convenience, and there's a much smaller staff requirement.
However, online store owners face one of the same challenges that brick-and-mortar stores face; the almighty conversion rate. So how do you turn your casual browsers into paying customers.
Tip #1: Use A Clear, Professional Site Design
One of the biggest reasons customers hit the back button is because your site likely failed the three-second rule. According to the Big Commerce Blog, if a potential customer logs onto your site, and can't tell within three seconds what it is you're selling, they're not going to stick around to find out. A simple, clear design that puts your products front-and-centre is the best way to engage your visitors, and to get them to stick around to take a look at what you have.
Tip #2: Create A Sense of Urgency
One of the best friends you can have as an e-commerce store is a sense of urgency. While that's hard to create with an online store front, you can do it by keeping a timer on the page, counting down how many products are available, or writing a description of a product that gives the impression it's only available for a limited time can all spark someone into buying quickly so they don't miss out. It's also possible to create a kind of virtual impulse buy shelf by suggesting additional products when someone is checking out.
Tip #3: Make Sure You're Friendly to Mobile Devices
With more and more people browsing from phones and tablets, it's important to make sure your site can keep up. If you have someone who wants to make a purchase, but your site is a garbled mess on a smart phone, then chances are good you just lost out on a sale, if not on a customer.
Tip #4: Listen to Customer Feedback
Customers tend to be vocal about their experiences, both good and bad. If you put a "contact us" link in a clearly visible place, and invite customers to rate their experience, they'll usually be more than happy to do so. Once you know what it is your customers are enjoying, and what they have problems with, you can adjust accordingly to make sure that as many shoppers come back, and buy something as possible.
Tip #5: Check Out The Competition
Even if your website is clean, professional, and trustworthy, if you're charging $3 more per product than a competition site, your customers are going to go elsewhere in order to get a better deal. Even if you do everything right, you still have to provide better value than your competitors. That's why if you have something that would make you more valuable, like coupon codes, free shipping, or a discount for buying more than one item, that should be mentioned up front, and in big, bold letters to entice shoppers to buy.
Tip #6: Use Pictures and Video
Since you don't have in-person salespeople, you have to sell your products based on the strength of your descriptions. However, you should also include flattering product images, as well as video of the product in action, if appropriate. The better look your window shoppers and browsers can get, the more likely they are to decide they want to own the item in question. While each of these components is functional on its own, all three combined can make for a powerful whole.
For more information on how to convert more of your traffic into sales, simply contact us today!
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