Basic question asked at all stages of running an e-store – how to increase sales?
The answer to the question is not simple, and above all, there are many answers.
How to increase sales through paid promotion channels, content marketing, and positioning, or maybe increasing sales will be achieved by optimizing the shopping path in the store itself? Let’s see how to improve bars and conversion rates from different stages of the shopping path.
Online shopping – how do we buy?
Online shopping is quite a broad concept. How do we buy? Differently. Yes, there are many promotion channels, ways to find e-clients, there are so many shopping paths. Some do not look for shopping opportunities, but shopping finds them. Technologies based on “cookies” effectively tell users what they must have, without which they could not cope. Under the influence of emotions, we go to the store, watch great pictures, read great reviews, imagine how it will simplify life or something for us and… we buy. But we also buy more consciously. We use detailed queries in the search engine (not only google, but also in the store, which are built on very good engines), filter the search results, sort in terms of prices and compliance with the query.
Increase sales on the web
There are many ways. And as in the online world it can be assumed that we will have to use everyone. What can we use:
• Marketing automation – based on the so-called technology of “cookies”, it tells users which products can be of particular interest to them, in terms of what user has previously viewed on the web,
• Cross- and up-sell – e-customer while watching a product sees that, for example, great containers for storage are proposed for the bookshelf (cross-sell) or a more expensive product that has more functions and is made of wood and not MDF (up-sell),
• Building a strong brand – through content marketing, a company blog and presenting the brand as an expert, knowledgeable in its industry, which can advise and solve any issue related to the e-shop profile. Cooperation with the blogosphere, influencer marketing or social media will also work here,
• Basket optimization – it may turn out that the shopping path that an e-consumer must pass through in our store is too complicated (too long, unintuitive, not very transparent). For example, we inform you about the delivery costs at the end, which is a disappointment for the customer and causes negative emotions, or information about too long delivery time appears (the same information given at the beginning does not necessarily result in abandoning the basket),
• Transparent information about – delivery costs, free returns, minimum logistic, giveaway. It all builds a positive image that will affect a better conversion rate.
Shopping path – how does it work?
Many factors contribute to increasing sales. We will optimize campaigns in AdWords, which will bring more traffic, but… still at some point users are reluctant to reach the finish line of the shopping path. Why? Because the store is unreliable, because it is opaque, because it does not inspire confidence, because of the lack of information about delivery, returns (or they are difficult to find). Each smallest element that makes up the shopping path affects both the increase of sales, as well as its reduction. So, what if we jump into the top10 in the search engine for the phrase bagless vacuum cleaner, if the store is a mess. No one will go through the shopping path until the end of the 5th step (5 steps are often a shopping barrier), the e-client learns that he must pay additional costs, or he learns that the delivery time is 5 days. Hardly anyone wants to wait even for a vacuum cleaner. Standard is a second day delivery. There are a lot of such details. To be sure what’s wrong with the store and to make a diagnosis, let’s analyse the behaviour of users at the store, where they usually leave the store and start to improve the individual elements.