Realistically, who hasn’t thought of opening an online store? With the ability to expand your brand’s reach and operate with much more flexibility than a physical store, the concept is quite alluring. Though this popularity also means that the industry is saturated with competitors, making it rather difficult to break through to your audience and make a meaningful impact. Especially if you aren’t taking the time to optimise your online store, whether it’s by enhancing your customer experience or streamlining the checkout process. It may seem like a large task, although by putting in the effort to make these necessary changes (and more), your sales, traffic, and conversions have the capacity to improve.
From the landing page to the checkout: here’s a list of 10 easy ways you can optimise and grow your online store.
Nail The Product Description
Though an enticing product image can draw potential customers to your online store, an informative product description can fill in any gaps of information. In your product description, you have the opportunity to write a detailed explanation of your product. What is it? What benefits can it offer? How is your product different from competitors? Take full advantage of this space to highlight note-worthy features and vital information. Just be sure the text flows effortlessly and is spelt correctly.
Enhance The Customer Experience
The quality of your customer service largely reflects whether customers are likely to return to your store or recommend the brand to friends and family. This means the customer experience should be one of the main aspects to focus on when growing your online store. Is your ‘contact us’ page easily visible? Are you offering customer feedback options? Does your team have an appropriate customer service attitude? These are merely a handful of ways to ensure your customers are receiving the best possible experience, ultimately increasing your likelihood of customer referrals and follow up purchases.
Establish A Call To Action
Whether your objective is to increase traffic on your website or grow your sales, having a clear call to action that reflects this goal is important. Let your audience know exactly what you want from them. ‘Buy now!’ ‘Click the link below!’ ‘Redeem this offer now!’ Tell your readers what they need to do next. Just remember to keep it straightforward and to the point.
Offer Free Shipping
Free shipping can often be a compelling element to consumers interested in purchasing your products. Whether it’s free shipping or a free shipping threshold (e.g. spend over $75 for free shipping), presenting this feature can convert and enhance sales for your online store. One of the most popular ways to highlight this message to customers is with a single note at the top of your landing page - simplicity is key.
Don’t Forget To Up-Sell
If you have one or two products that pair well on your website, make it obvious to your customers. Re-structure your product pages to include a subtle link to other relevant items in your store. When customers land on a product page, this simple reminder may be all it takes to trigger an additional sale, overall growing your average order size.
If you don’t have any products that pair well, implement an incentive for customers to increase their quantity of the product they’re purchasing. For example, you could offer a discount on their next order if they spend over a certain amount in one transaction.
Make The Checkout Flow
Just because a customer has made it to the checkout doesn’t mean the sale is secured, especially if the process is cluttered with elements that are likely to deter the customer. To ensure your online store’s checkout flows, the first task is to eliminate all distractions - anything that would cause visitors to click away from the checkout. This includes newsletters, up-selling links, advertisements, etc.
Next, make it easy for people to pay you. Don’t riddle the process with unnecessary steps. Only ask for the minimum amount of information required to process the sale, including their address, payment information, shipping method, etc. This can make the process seem much less overwhelming.
Improve The Loading TIme
A website’s loading time refers to how long it takes for your content to appear. The more time it takes, the more likely your potential customers will simply bounce off the site. After all, they’re visiting to browse your online store, not to wait on a loading screen. By improving your loading time, your website will flow seamlessly, offering a much better impression for customers.
Share Customer Reviews
Customer reviews are a vital tool of your online store, easing any uncertainty within potential customers while breathing a sense of credibility into your brand. The best part? They’re easy to gather, whether it’s by creating a designated space for customers to leave their thoughts or by implementing a handful of incentives. Once you’ve collected your reviews, show them off to your audience where they will be seen. This could be on your social media or on the landing page of your website.
Show-Off The Savings
If your customers are shopping with your brand during a sale, subtly highlight how much money they’re saving. After all, who doesn’t love bragging about a great bargain? Not to mention, seeing this information in front of them may be enough to encourage customers to add more items to their cart to increase their savings.
Urgency can be an exciting element of an online store, sparking a sense of spontaneity within your customers to buy, now! Whether it’s by hosting a sale and displaying a countdown clock on your landing page, or by adding a ‘low stock’ icon on certain product pages, there are plenty of ways you can create urgency on your website to enhance sales. As there’s no ‘one size fits all’ approach when it comes to business, brainstorm a few tactics and implement a strategy that best reflects your brand.