It seems like everyone has an e-commerce site now, whether it’s someone’s side gig with dropshipping or a full-fledged online store. Either way, the same principles for success apply. Selling anything requires an understanding of your target audience and a compelling sales presentation. Your e-commerce site has to pull triple duty: It has to attract traffic, convert leads, and keep customers coming back. Here are the five secrets for e-commerce success.
1. Don’t let leads wander away.
Visitors to your site might stumble upon it any number of ways — and stumble away just as easily. Such is the nature of the Web. That’s why you’ve got to nab their attention — and their email address — as quickly as possible. Offer new visitors a discount if they sign up for your mailing list. Give them something to download, such as a free e-book (if they opt-in for your mailing list, of course). Whatever you can do to collect their information and provide them with a reminder of your brand is key to converting them later.
2. Select your tools carefully.
Website builder apps, plugins, and hosting sites are a dime a dozen, but some might cost you more than they’re worth. If you’re building your own e-commerce site, it pays to take the time to research your options. Many successful e-commerce sites use Word- press, which is much more than a blogging platform: It’s a robust content management platform with multiple options for e-commerce. There are both free and paid plugins that let you set up and customize your product listings and payment portal. Take the time to find the combination that works best for your needs.
3. Keep in touch with customers.
Many people are spooked by ordering online, especially if there’s no clear way to have their questions answered. Cover your bases when it comes to customer service: Write up an FAQ, prominently post your return and shipping policies, and consider using live chat or chatbots to answer customer inquiries. If your products are unique or complicated, you can add a “knowledge base” to your site to help customers feel more confident in their purchase. Be sure to keep in touch with your customers on social media as well. Facebook pages, Instagram profiles, and Twitter accounts are all ways in which customers might reach out to you.
4. Showcase your uniqueness.
Take time to craft compelling product descriptions, or hire an expert copywriter to do it for you. Generic, boring descriptions are a good way to drive away customers. Make your product descriptions an affirmation of your products’ unique selling points, and be sure to tap into the buyer’s pain points to convert the skeptical lead into a customer who says, “Oh, I need that.”
5. Retarget lost customers.
As mentioned above, many site visitors simply get distracted or wander away, or perhaps they intend to make a purchase but don’t complete for some reason. They might also be waiting for payday or evaluating their options. Don’t let them forget about you! Use retargeting to show them ads on social media or send them emails. You can point out that they abandoned their cart, show them products related to the one they were looking at, or offer them a coupon or discount code if they come back and make a purchase. Often, a simple nudge is enough to get them back on track.
Your e-commerce site might be the most beautiful site in the world, but without following these secrets, you’ll be limiting your sales. A compelling e-commerce site is one that puts the customer at ease while convincing them that they need your product. It also should be well-made and frustration-free. Take the time you need to research the tools and strategy that work best for you. Then, put these secrets into action and watch your sales soar!