As an online retailer, the principal objective of your business is to increase eCommerce sales and cart conversion. In other words, you want to sell more and sell better. From the moment a consumer searches for products and the completion of his purchase, a few things can wrong that prevent you from getting the sale. To boost your performance, you need to pay attention to every step of the shopping process and focus on making it a better experience.
Make your eCommerce site visible
If shoppers can’t find you, they won’t buy from you. It may sound like a simplistic evidence, and it is, but online stores still get little traffic due to lack of visibility.
In the physical world, we can go places and accidentally find a store we didn’t know existed, pop in and find all kinds of products we need, want and buy.
In the digital world,drive-bys don’t happen. Search engines will find the stores for us, based on our queries. It is therefore essential for your store to place well in the page ranks of Google, Bing and the likes.
You can become more visible and increase sales and cart conversion by paying attention to your site content with the help of strategic keywords that offer a solution to a shopper’s need. You also need to build your brand and it notoriety. To complement your eCommerce operation, develop digital marketing via social media, blogs or posts backlinks that connect the audience back to your site. The more present you are, the more consumers will find you.
Ecommerce sales and cart conversion depend on speed
How fast your site pages load can make a dramatic difference in sales performance. In an era of convenience and accessibility, shoppers turn around if a page takes more than a couple of seconds to load up.
The frustration of waiting to reach gratification (information about your product, or even buying it) is likely to jeopardize your sales and cart conversion rate. In fact, you may not even get carts to convert into sales if the process takes ages. According to a study published by Aberdeen Group, a 1-second delay can cost you up to 7% in revenue lost.
The key solutions to implement for an optimized website speed are the quality of the server, limit plugins and unnecessary content, reduce scripts and optimize image sizes (among many, many other things you should do to become faster).
You should also be aware that mobile devices are an important source of traffic; put all chances to increase sales and cart conversion on your side and make sure your site is mobile friendly.
Shoppers seek relevance, quality and choice
Your online store is much like a physical store.
While browsing the digital aisles, the consumers should be pleased by the quality and tidiness of the digital shelves. Your products should all be displayed with relevant descriptions and specifics, price and assortment (size, color, packaging…).
Give information to the shoppers before they need it in terms of shipping options, availability and delivery schedule. Boost your sales and cart conversions through uncluttered pages and easy navigation back and forth between cart and shop.
Your previous customers are great advocates of the quality of your eCommerce brand and products. Solicit reviews from them and attach their comment to your products. Fresh visitors are likely to feel reassured if they can relate to someone else’s experience.
Sales and cart conversion happen at checkout
The checkout process is the essential step to make or break a sale. If the consumers make it there, their intention to buy is stronger than when they first landed on your site. All the efforts you put into a user-friendly navigation, great content, high visibility would come to waste if the checkout process doesn’t deliver satisfaction.
Keep it simple with a guest form option so your visitors don’t have to create an account. Keep the process clear by showing a progress bar so your customers know what to expect and how soon the transaction will be done. Lock the sale and cart conversion by removing distraction, such as extra products or related content. Those should happen before, at the shopping and browsing stages. Once the customers have started the process of checking out, they want it done and get you to ship their order.
Implement post-visit tools to increase sales and cart conversion
It can and will happen that despite your eCommerce site’s perfection in all aspects, you will suffer from cart abandonment. Shoppers change their mind, they use a cart as a wish list, they give themselves time to reconsider or comparison shop.They may have encountered a problem, a question they can’t answer, payment failure…
For those neglected carts in your store, set up follow up tools so you can keep in touch with the customers. Emails and ads are popular, one to remind that them that the order has not been finalized, the other to remind them of what they thought of buying originally (or related products, or generic brand advertising).
Email campaigns show inconsistent performance results. Most are left ignored in the inbox and it can take quite a few to get the customer back to your site.
Ads are good memos but are still passive and offer little in terms of solution.
A direct connection and engagement to action like the Carts Guru solution is preferable in many ways. It is immediate and personal. A phone call for example can solve the payment failure or answer a concern in real time. A text message, or a series thereof, can trigger a faster response than an email. Carts Guru’s answer to sales and cart conversion is to offer a flexible tool so you can be in control of the retargeting campaign at all times. You decide who, how, when and how often you want to follow up on incomplete transactions.
eCommerce is a challenging business where a lot of details play a role and determine how performant and productive you can be. To increase your sales and cart conversion, you should always keep your shoppers in mind: their expectations, their needs (your solution) and their access to resources. Your competitors are working on it, so should you.