Due to the accelerated digital transformation in companies around the world, we have prepared the most important elements that affect the sales outcome statistically in a large part of online stores.
Although for each of the following points you could write a separate guide, here the goal is to pass on a kind of compendium of knowledge in a nutshell.
We encourage you to experiment with each of these elements.
The home page should be interesting in the first place to encourage the transition to the next stage of the shopping funnel:
- Home page.
- Search page.
- Category page.
- Product page.
- Product page – interest (e.g. viewing it for more than 5 seconds).
- Product page – engagement (e.g. zooming in on the photo, getting acquainted with the product specification).
- Add a product to your shopping cart.
- Go to the order page.
As you can see above – the home page is only the “cover” of your store – introduction to further actions of potential customers. Just as many people rate the book by cover, so in this case – the home page is seen as your business card.
Therefore, the more it is worth going beyond the ranks! How do I do this? Prepare interesting graphics related to your product during its use, create interesting product collages, show the most interesting offers from your store … There are a lot of possibilities.
Add the most important information for a new and returning user.
Do you offer free delivery? Are you doing a seasonal or occasional promotion? Put it on the home page!
Encourage the user to go to the product page, where it will be a few steps closer to conversion – purchase.
This is not a single promotional campaign for half a year. Try to constantly surprise the users of your store.
Add an interesting free to order, create a promotion for selected products for which there is currently a lot of demand, so you will sell even more of them.
Create time-limited promotions and add a countdown counter to your store’s website until it ends. This is a proven strategy that causes a shopping boost. You can also add a counter to your product page and send it in newsletters.
If your product is already in low storage, you can add an auto-message that it may be missing soon. This message may affect your faster purchasing decision.
Engage the users of your store with various interesting competitions. It can be a contest for the most interesting use of the product, for the best holiday photo with your product in the main role, for the most interesting advertising slogan associated with your brand.
There are a lot of ideas – use them!
- Social actions for local or national actions
Show your customers that you care about the local or national community and that you support interesting initiatives, such as eIA or directly hospitals during the fight against the epidemic.
- Information on an extended delivery process during exceptional situations
If, for various random reasons, the lead time is extended – we recommend that you communicate this to users. Currently, most users expect delivery within a few business days. If this process is already extended to 5 or even 7 – it is worth adding such information. This will put customers on a longer expectation for delivery won’t worry about what happens to their order.
In a physical store, you are able to accurately state the characteristics of the product and its use in practice.
In the online store, you have only a photo, description and specification. The price is immediately visible without asking the seller, and only a few users will benefit from the email, phone or even chat contact.
Use the description of how best you can. Describe the product using language benefits, not forgetting the principles of SEO. In the description, provide information such as the appearance of a product (if relevant), its use and the added value of using it.
- Texts on the category page
Without texts describing the categories of products contained in your store, the chances of high positions in search engines are slim. Use meta title, meta description and place interesting text under products, over products or sidebar. Add interesting content also on the rest of your store pages. However, category pages are key to listing with several different products at once (provided you don’t sell specific products they are looking for for the recipient, such as repair parts or a specific model of a popular device).
Read our article: Is it worth adding category descriptions in the online store?
Show your product from different shots and in different applications. This will stimulate greater desire and stimulate the imagination of potential users.
Try to use high-quality photos so that the user can get a thorough understanding of the look of the product.
Try to get acquainted with the offer of competing companies at least once a week. Review their pricing policy, product presentation, or technological innovations they implement. This will allow you to stimulate creativity and focus on achieving consistently better results of your store.
If the law requires you to allow refunds only from consumers and for 14 days – nothing prevents this deadline from extending and including entrepreneurs. This will certainly be noticed by users and can affect the conversion rate.
- Appropriate delivery and payment methods, easy choice on the order page
Try to respond to the voices of your customers. If they expect to add another delivery method – do what you can to share it.
For example, if in the first shopping step the user must provide his address and only at the next stage gives the pick-up point – he may not go to this step at all, because he will think that you offer only delivery by courier (because first you need to provide an address, and the user does not see the possibility of choosing the pick-up point).
You can graphically inform you about how to deliver and pay e.g. footer on your website.
More and more stores are betting on deferred payments – maybe it’s time to introduce them in your store as well?
Try to respond efficiently to social media, instant messaging, email or chat messages. Answer phones and treat customers with courtesy.
Resolve their affairs and help with orders.
Adequate customer service will allow you to be attached to the brand and should affect customer loyalty.
- Marketing Automation Scenarios
The road from knowing your brand or new product to purchase can be very long and last up to 6 months or in extreme cases – 1 year.
Use this time to build a relationship with a potential customer.
Send interesting content about your offer, show what your brand cares about.
Create a scenario where you first tell your brand story, foundation, foundation, and most important information (lead nurturing), and only send marketing messages later.
A large number of online stores limit their activities to newsletters, and that’s a big mistake!
Use transaction alleviations to build an even better shopping experience. Use interesting phrases if you reach mostly young people or use an elegant style if your customers are those who value classics.
In the newsletters, be sure to keep you informed about special offers and promotions, news and any facilities you have made.
Although some call them a newsletter for 2020, their biggest disadvantage, and at the same time the advantage is the inability to return to historical messages.
Push notifications (not mistaken for pop-up messages) can be used in a myriad of ways. Don’t just limit yourself to promotions and news. Also, let us know how the price of the product you viewed, or remind you what you left in your shopping cart.
Use them in different ways, not forgetting the bounce rate tests (because using them too often can lead to the user leaving the page). The least invasive method seems to be pop-up pop-up when trying to leave the store without making a purchase with information about a special discount for writing to the newsletter.
This will help you obtain a user’s email that you can use for the entire Marketing Automation process and you may get them to purchase at a discount for your first purchases. An attached, loyal and committed user is the most valuable thing you can gain, because the cost of acquiring a new customer is usually the most expensive.
You can also enter a pop-up informing you about current transactions on the store’s website, counting down to the end of the promotion or showing the current bestseller.
Use AI and eCommerce data to prepare personalized product frames. Place them, for example, in the case of category page, search results, product, shopping cart or thanks for your purchases. A customized product to the user can increase conversion and improve the experience of website users.
Try to place an order in your own online store from time to time. Point yourself to the notebook you encountered problems during purchase, and what solutions you saw done better in the competition. You can check that everything is working properly in the store. This is the best and easiest way to prepare a store that is attractive to other users.
If the scale of your store is already much larger, use external tools such as HotJar or FullStory to study how users interact with your site.
Allow users who purchased the product to add feedback. This allows other users to know if the product is worth the price or what problems it may have (e.g. undersized). This will reduce the percentage of returns and customers will be more satisfied.
You can encourage existing customers to leave feedback, rewarding them with an additional discount on subsequent purchases.
- Influencer Recommendations
Take advantage of the reach of famous people with Influencer Marketing. Get along with interesting public people associated with your industry. This will increase your brand’s reach with its recognition and present the so-called Social Proof. The ideal situation is when Influencer is really interested in your product, which will allow for even greater authenticity of the campaign.
It is no secret that the differences between the brick-and-mortar store and online are carefully blurred by e-business owners. One of the elements on which they should focus heavily is the service, because it is she who often decides whether the customer will make a purchase with us or return once again.
The form of contact should be easily accessible to the customer and clearly visible in the store, and in an excellent scenario supported on the fly. Today, the main forms of contact with the customer are the hotline and chat on the store’s website.
If you want to run livechat for customers in your online store for free, we recommend using the plugin that Facebook offers for free. Your Page will display a pop-up to Messenger that customers can contact and messages will be redirected to your fanpage’s inbox.
TIP: Such flowing leads can create you an interesting collection of people who are interested in your product or service and you can use it by creating audiences under ads.
This is another basic element of the store, which, contrary to appearances, customers are very happy to use. With this functionality, they can create shopping lists, add products to favorites, and share their choices with friends (which is very popular in the beauty industry or before the holiday season). Having such an element on the site also has many benefits for the entrepreneur, such as the possibility of informing customers when a product from their list is in promotion or displaying more tailored recommendations.
- Cross promotions with other online stores
Do you sell interior design elements and your clients are mainly women aged 45+? Make friends with a store offering e.g. natural cosmetics and talk about potential cooperation. Replace, for example, the discount coupons and send them to your customers. Examine the results and learn the lessons for the next cooperation.
Keep in mind, however, that it is your users’ database so such actions should only be carried out occasionally.
SEO campaign usually consists of 3 factors:
- content – texts on your store’s website and those hidden in meta tags,
- tech – technical facilities resulting in proper indexing,
- link-building – adding articles to valuable pages along with a link to your store.
Use all 3 pieces of the puzzle. Let your store appear in the top positions on Google!
It is worth paying attention to:
- uniqueness of content,
- keywords – prepare their list first,
- meta title tags, meta description, canonical, follow/nofollow,
- analysis in Google Search Console (including connection to Google Analytics),
- Don’t forget to add a sitemap to Google Search Console
- robots.txt file,
- manually verify indexing results by searching for “site:domain.com” on Google,
- you can also add news related to your industry or products to increase the amount of valuable content.
SEO is one of the cheapest ways to reach users. Try to position valuable pages under the appropriate key phrases. This allows users to efficiently find the desired pages when searching for a phrase associated with it.
Present your offer to users who are currently looking for your search offer without waiting for SEO effects. Also, use the Display Network to reach users who were on your Site or are interested in your products. If you also have a Google Merchant Center account set up, create Shopping campaigns that directly show your ad for a photo, name, price, and product delivery costs.
Don’t forget keyword matching – this is especially relevant in the Search Network. Many inexperienced in this tool sets the keywords in an approximate match, which does not guarantee a high return on investment. This is one of the most common mistakes we see on smaller ad accounts. Read more in the article: Keyword matching options. Remember – The longer reach of your ad and the associated more clicks come at a higher cost and not always reaching out to people directly interested in your products.
Get the most out of your Facebook, Instagram, and Audience Network campaigns. Don’t forget to set up your pixel and product catalog correctly with their combination. Technically, don’t limit yourself to the options recommended by the system, and the content isn’t limited to promoting whiteboard posts. Prepare interesting advertising creatives tailored to different placements.
You can use the targeting options for users who interact differently with your website or FB/IG, or reach different combinations of interests, demographics, or workplaces.
Don’t forget to use look audiences – especially for those users who made a purchase (LLA – Look-a-Like Audience).
Read our article: Use Facebook Ads directory campaigns
You don’t have to do an ad campaign right away, which will become viral all over the web. Try to prepare interesting and engaging content. Also, do not forget about systematicity. Verify what posts your brand’s fan group responds most often, what hashtags give the best results or what time it’s best to post.
Use creator studio to plan to help you organize your work when planning posts on FB/IG.
Affiliate marketing is mainly an advertising system that allows you to settle for the resulting effect (e.g. online store sales).
When verifying the effects of cooperation on such terms, it is worth paying attention to unpaid orders and refunds. Depending on the conditions for cooperation with the affiliate system, you may not need to settle for such transactions.
Without a properly functioning analytics – the minimum through Google Analytics – no one is able to develop the online store efficiently. In addition, be sure to install an improved e-commerce module that will allow you to m.in. to accurately assign each transaction to its source or to test the sale after the product category.
Technical integration can be long, costly and tiring, but you will certainly be pleased with its effects. Finally, you will be able to better verify sales results and make better decisions.
Going forward, it’s also a good idea to deploy Facebook Analytics, which will be able to provide you with your entire shopping path through pixel data.
“W internetach” od urodzenia. Największy nacisk kładzie na aspekty techniczne kampanii reklamowych, czyli odpowiednią integrację systemów reklamowych oraz personalizację. Jest certyfikowanym ekspertem, specjalizującym się w Performance Marketingu, szczególnie w kampaniach Google Ads, Facebook Ads, SEO, Email oraz Push.