Archive for category Ecommerce
Following on from our last article ‘How to Increase Website Traffic’ we will explore some of the basic elements required to turn this traffic into paying customers.
The primary goal for any website is to convert visitors into customers, it is also essential to raise brand awareness, improve your search rankings and drive traffic to your website through your social media channels.
However, once on your site you have a short timeframe to capture the user’s interest and make the conversion. Follow our five step formula to increase your websites conversions.
Know Your Target Audience
Research is the key to any successful online venture and this is required to build a clear understanding of your target audience. Through your research it is very beneficial to develop a profile of your target customer and include their demographics such as age, gender, marital status, income and location. Now the focus shifts to their underlying motivations; what is the major problem they are experiencing and how does your website solve this. It is essential for you to understand how you can solve their problems and highlight this on your website.
Make Your Website User Friendly
Internet users generally have a short time frame to conduct their search. They also have a short attention span, therefore if you have managed to get them to click onto your website it is imperative that your site is clear and they can navigate to the page they want with ease.
Some basic features that should be on your website include a logical menu, clean design, clear calls to action and simple functionality e.g. add to cart features, request a call-back etc. The primary goal is to make your site so user friendly that your users become customers in the shortest space of time. It is also worth researching why your customers are visiting your site and in turn giving them what they want in a clearly designed format.
Focus On Your Customers’ Pain Points.
Back to research, through effective research you will understand your target audience’s pain points. You must then use your website to present the ideal solution to their problem. Using this approach can help direct your overall marketing strategy and keep you focused on the needs of your visitor knowing that when they land on your site, they feel like they must take action and have your product or service to resolve their issue. By understanding your customers pain points and integrating this into your marketing strategy your website will attract customers and answer their most urgent needs.
Use Clear Language.
Regularly assess your marketing campaigns, look out for poof talk or buzzwords in your ad copy or technical lingo on your landing pages. If this is the case it’s time to rework your marketing strategy. The best advertisements and landing pages present a clear, concise message about your products that encourage customers to click through.
A simple question to ask at the beginning of any marketing campaign is “what does your product do, and for whom?” then provide a simple call to action.
Make Sure Your Products or Services Are Competitively Priced.
Where you are selling products online clearly communicate your unique selling points. This brings you back to research, make sure that your products or services are competitively priced. The chances are that visitors coming onto your website will be comparing you directly to your competitors. Ensure your website clearly communicates why your products or services are better than your competitors. This will help you convert visitors to customers.
Driving traffic to your site is the first step towards converting them into customers. Don’t lose them at this point, follow the steps above to improve your conversion rates. Is your website driving conversions? If not, contact us now at WebResults on 01-2071872 or visit our website and fill out a contact form to get more information or a FREE WEBSITE REVIEW at www.webresults.ie.
Are you thinking of setting up an ecommerce store for your business or do you already have one that is not delivering to its potential?
Are you wondering how you should set up your ecommerce site so it can maximise every website visitor, every sales opportunity?
Is your site ready to sell, you just don’t have the traffic you should?
1. Use your Facebook profile to share a link or image back to your online store.
But be creative about how you use it. Link to a tweet from a happy customer. It is proven that sharing images on Facebook outperforms any other type of post. Try to add some sort of text overlay to the image which will get people interacting with the image – “Which Spring trends do you prefer” or some question about the images/products.
3. When you’re selling your products try and let the customer visualise themselves with your product. So if you are selling bikes you could have a couple of people cycling on the bikes through a park or if you are selling mirrors you could use a picture of your mirror on a wall in a house surrounded by a warm family atmosphere.
4. Just like all conventional retail stores try placing similar selling items together so that your potential customer can get an overall feel for your product. Try to recommend related products and upsells. Getting your customers to buy additional products is always a plus.
5. Consumer research has shown that over 40% of Facebook users will like or share something in order to get a discount. So try encouraging your current fans to share your special offers or seasonal promotions by running competitions as this will bring back new potential customers to your page. Running time sensitive offers or limits on the amount of a certain product that will be sold at a discounted price can also work to increase shares and sales. Facebook advertising targeting your current group of fans is also the lowest way of advertising on Facebook.
6. Another great way of increasing shares and likes can be running a caption contest. Simply include a post on Facebook and ask people to come up with a caption that best fits the picture. Including a link back to your online store within this post can also increase visits to your website. You could also offer free shipping to your customers with a time sensitive offer as well.
7. Make sure your product descriptions are descriptive and engaging. It is important to write your own descriptions, as this gives Google a reason to index your site and choosing the right keywords can help you get found in Google search.
8. Did you know the most frequent page people exit on ecommerce sites is the checkout? In order to keep your potential customers at this vital stage, make sure you have your checkout process down to a fine art. Have the cheapest shipping option at default, make it easy for returning customers to sign in, and be honest about shipping costs. Include a handy search feature. Be sure it works to deliver accurate / relevant results. Monitor search queries to ensure you use popular terms to target other potential customers.
Make sure it takes as few clicks as possible to complete a purchase. If visitors do leave, you can use remarketing to target those people who do abandon your checkout.
Carry out regular analytics by closely monitoring user behaviour and navigation paths on your site, and use the results of such analytics to constantly improve the purchase process.
9. Is your site optimised for tablets and mobile?
10. Consider using PPC advertising for your ecommerce site and set up ecommerce conversion tracking. You can incorporate lead generation conversions to ensure your keywords are working if there is a gap between people who are searching and then purchasing.
11. Be sure landing pages from any campaigns are relevant, compelling and match whatever offer that was promised from the advertising copy or link.
Follow some of the tips above to increase your online sales and share your experiences with us.
At Webresults.ie we identify the best digital marketing strategy for your business, in order to achieve maximum results.
If you would like to grow your business through the web in 2014 contact WebResults.ie now for a Free audit of your website. We will identify any weaknesses that exist and offer some pointers on how you can drive your business to its full potential on the web.