You’ve got your ecommerce store set up and it is time to make sales. You may have started out a little slower than you wanted to, but there is plenty of time to make 2018 a strong year for your ecommerce store. In this article, we are going to show you 9 ways to optimize for ecommerce to boost sales in 2018.
The #1 Rule of ECommerce: Never Stop Testing
You’ve started getting sales, but there is always room for improvement. Doing A/B tests to see what product descriptions are working the best for you or changing the main photo for the product page, these tests could mean an increase or decrease in conversions. You will not know until you test it. This is why it is important to continue testing. If you aren’t sure what you should be split testing, you can look at the guide to split testing from BigCommerce. If you don’t know what you should be testing, this is a great place to find out.
#1. Only the Best Images
When you want to make ecommerce sales, you need to use top of the line photos of the products that you are selling. You can’t use photos with poor lighting and bad angles and hope someone is going to have pity on you and buy from your store. Your images need to have great light, be crisp and clear and especially show off any features that the product you are selling has.
If you are taking your own images, you should set the products in a place where the lighting is complementary and you are able to see the product without any shadows. Make sure to take photos from different angles and only use the best ones.
#2. Offer Free Shipping
If you are charging for shipping, you are behind the times. Most successful online stores are not charging for shipping. If you think you aren’t able to afford free shipping for all of your customers, you can easily do this but increasing your product’s price the amount the shipping would be. If this doesn’t make sense to you, you should understand that people simply do not like to pay for shipping. They see no value in shipping (even though that is what gets them their product). They would rather pay more for the product than have to pay for shipping.
#3. Coupon Codes
Who doesn’t love a good coupon code? You can make as many as you want and offer them throughout the site from time to time, all of the time, for a limited time or any other combination that you want. If your ecommerce store is a Shopify store, you can get different apps like Big Coupon Box and set up your coupon experience and tracking to make your life easier.
#4. Adjust Pricing
Having the right price point for your audience is important. If you are selling something that everyone else is selling you might find yourself in a price war causing your profit margins to shrink. On the other hand, if you are selling something that has messaging that speaks to your ideal client, they are likely to pay the same or more for your product instead of going for another brand so before you slash your prices, remember that your marketing and branding have a lot to do with what people are willing to pay for your product.
#5. How Is Your Checkout Process?
If your checkout process is too long, you are going to lose people. Amazon kept working on their checkout process until they could offer people the one click purchase. The team kept coming back with 3 clicks and finally 2 clicks, but the process was not accepted until it was a one click purchase. Why? Because people cannot be bothered with complicated. Time is precious and wasting it on complicated order processes is not something people want to spend their time on.
You aren’t going to know exactly what your audience wants out of a checkout page until you do some A/B split testing. Yes, we are back to the split testing again. This is one of the important things you are going to have to get used to.
#6 Always Show Cart Contents
When you put something in your shopping cart at the store, you can see what you put in the cart. The same should be true with your online shopping cart. Make sure customers can see the shopping cart as well as the fact that there is something in their shopping cart so that they can check out when they are ready.
#7 Do Not Require Account Creations
While you want to capture as much visitor information as possible, you also do not want to drive your customers away. Requiring that they create an account to purchase is going to decrease your conversions. People don’t want to marry your website on the first purchase. Let them check out as a guest.
#8 Give Detailed Product Descriptions
Your product descriptions shouldn’t be dry and boring. All of your product descriptions should feel conversational so that people can take in the details and technical parts of the product, but you also want them to be able to see themselves using the product.
#9 Don’t Go Overboard on the CTAs
If you go overboard on the CTAs, your consumers won’t know which way to look or where to put their attention. Calls to action are powerful but only when they are used strategically. Put your main action that you want people to perform on the page.