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How to increase sales in the online store?
COMPREHENSIVE MARKETING STRATEGY
Nowadays, online stores are trendy. They are convenient and easy to use, and we can buy the necessary things without leaving home. Due to the pandemic, many entrepreneurs decided to set up an online store to increase or start sales. So what to do to make our store sell well?
The main issue is to design and implement an online store. While this may sound simple in theory, many factors affect the quality of your store. If we want to have high sales, our store must be functional and attractive for the customer.
What is the attractiveness of the store?
- Page layout . Every user has some habits related to the layout of the pages (e.g. the basket is on the right) and therefore changes to the basic elements of the layout may be misleading.
- Cleanliness and clarity. Important information (delivery cost, capacity, material type, etc.) should be placed on the product page so that the customer can read them before adding the item to the cart.
- Ease of navigating the site. You should ensure fast page loading and intuitive navigation.
- Intuitive payments. The appearance of the basket, selection of the payment method and filling in the shipping details must be as intuitive as possible. We need to make sure the payment process is easy and fast and add the option to pay with quick transfers. The form should not be required to provide detailed and unnecessary data to place an order. We do not require a mandatory account from the customer.
- Mobile version. The online store must be displayed correctly on various mobile devices, and the purchase via a mobile phone must be simple and legible.
Before we open the store …
The success of sales is confirmed not only by the website and prepared advertising activities. Even the best marketer with a large budget will not sell a product with no market demand. Therefore, before starting any activities, it is worth analyzing whether there is demand for a given product/service. It will be helpful to define the target group and the purchasing habits of potential customers in detail. Before launching the product for sale, it is sometimes necessary to make changes and adapt the offer to the market or abandon it altogether. Investing in a product for which there is no demand exposes the entrepreneur to unnecessary costs.
Checking the market demand
Remember to check the market demand for the offered product carefully. It is important to analyze competitive stores and consider seasonality or a passing trend. The last thing a startup online store needs is to invest in a product that has no market opportunities.
To avoid this, it is worth conducting both market analysis and SWOT analysis, which will allow you to look at the strengths and weaknesses of the market position and the threats and opportunities of the product offered. Thanks to this, we will notice what is worth working on and what to take care of to make the store profitable.
Positioning the store
SEO activities are the way to achieve a high position in the search engine. It is worth starting them simultaneously with launching the store. Why? Search engine optimization is a process that you have to wait a few months for, so it’s good to start working on your website visibility as soon as possible.
Effective search engine optimization activities will allow you to gain:
Google Display Network, Facebook, Instagram, Marchand Center (Google Shopping)
Google Ads ads allow you to display your offer banners on thousands of websites. They increase the reach and phenomenally build brand awareness, but this will not immediately translate into sales results.
Therefore, other advertising channels should not be forgotten, as most consumers contact the brand at least several times before deciding to make a purchase. Therefore, it is worth considering other activities, such as setting up a Facebook store.
It is essential to precisely define the target group based on which we will adjust the product promotions. It is also worth preparing test campaigns and checks which one will bring the best results. An incorrectly selected group of recipients makes the campaign success less likely. Appropriate targeting gives a good chance for a positive effect in the form of sales.
Remarketing is “remembering” people who have already been to the online store. It consists of displaying advertisements in various creations depending on the category of the user’s time spent on the website.
Undoubtedly, the most effective method of retaining or recovering a customer is a discount. After all, everyone wonders if they will not find a better offer in a competitive store by chance. An unexpected message in the form of even a small discount can be a very effective way to encourage the conversion of an undecided user.
What are the other effective measures to increase the chance of a purchase?
- Delivery price. Make sure it’s clearly visible as hidden costs put customers off.
- Choice of payment. Make sure that all the most popular payment methods are available in your store: quick bank transfers (PayPal, PayU), payment by card or BLIK.
- Store responsiveness. The customer should be able to easily make the purchase both via computer and mobile devices.
- Thank the customer for visiting your store, offer help. In such a message, you should include all important information: customer data, selected products, prices, and the form of delivery
Simple customer path
It is nothing more than recreating the buying process experienced by the customer in an online store. Above all, the customer path must be simple and well-thought-out. The focus should be on optimizing the underdeveloped aspects. The entire customer journey – from entering the website to finalizing the transaction – must be a pleasant experience, without difficulties and unpleasant surprises.
Successful online sales require commitment, diligence, and time. Are these terms black magic for you? Do you need someone who will run an effective sales campaign for you? Contact us! We are happy to analyze the situation of your online store, suggest the necessary changes, and implement the actions needed to obtain a satisfactory sale!
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