10 Tips to Improve eCommerce Sales

analyticsrhtcolpromoThe holiday buying season has come and gone. Now its back to the day-to-day grind in terms of sales. What little money many consumers had, has been spent. So now we need to really focus on converting visitors to buyers.

Once you implement your marketing strategy, its time to find ways to close the deal. Internet retailing relies heavily on your technical infrastructure and store design. I’ve formulated ten tips gathered from advice by the biggest players in the eCommerce space. Read now, and you’ll find a bonus tip:

1. Identify Your Top Searches

Plain and simple, you will need to be customer focused to be successful. Knowing what customers want, makes you better able to serve them.  Perform test searches. You want to make sure visitors find what they want– and you provide. For obvious reasons, note searches for items you don’t sell.

2. Find Customer Exit Points

Outside of your sales confirmation page, you want to know where customers most often leave your site. If they leave at your product pages, it might be time for a redesign. If they leave during the checkout process, look at ways to simplify your checkout process.

3. Test Site Performance

Online shoppers don’t like to wait. If they did, they would shop at a physical store. Test how well your site functions at peak times.  Test user flows to analyze your purchasing paths.  Be particularly aware of any errors that occur. Test during low traffic periods as well. If performance problems still exist, this might be an indicator of a software or hardware problem. Compare your site metrics with these indice from ECommerce Times, to see how your site measures up to competitors.

4. Monitor Usability

Usability may be a reason for some of the exit points you found in tip #2.  Navigation should be a key area of focus, especially for sites with large offerings. If users get lost, or can’t find what they’re looking for, statistics tell us they’ll find another retailer. 

You also want to test your usability in various browsers and browser versions. With the introduction of Chrome, there’s a new landscape to traverse in terms of compatibility.

5. Optimize Product Pages

Test various layouts of your product pages.  Try different copy to determine what drives sales best. If you’re serious about increasing revenue, implement a multivariate testing strategy.

6. Find Customer Tendencies

Again, we’re back looking at customer focus. How customers navigate your site says a great deal about their needs. For example, if visitors tend to visit certain products in groups, you’ve got a hint on what to include in your cross-sells items list.

7. Make Your Most Popular Products Easy To Find

Sounds like common sense– and it is. Yet, many shopping sites don’t do this simple thing. If you sell shoes, make sure each subcategory page displays at least your top seller on that page. If you can display your top three, you’re in even better position to sell.

8. Simplify Checkout

As internet retailers, we have to accept cart abandonment. The idea will be to reduce it. Make sure your checkout process doesn’t confuse visitors. Add a step-by-step navigation bar at the top of the cart, indicating what steps still need to be completed. Consolidate steps where possible. Make sure you provide simple easy to understand instructions to facilitate checkout.  Don’t forget to make the ‘help’ or ‘faq’ button highly visible.

9. Address Shipping Charges Sooner Not Later

No one likes surprises on their bill. Provide shoppers with some expectations about shipping costs prior to checkout. 

10. Review Your Customer Service Plan

Recent surveys indicate that customer satisfaction with online shopping has dropped. The causes of this increased dissatisfaction have yet to be thoroughly identified. Be assured customer service will be some where on the list. Asses how well you handle customer inquiries and returns

Test and Retest      

Develop a conversion rate optimization (CRO) strategy. Testing various page layouts, copy and combinations of both, can greatly enhance you sales success. CRO should be just as important as SEO to your internet sales plan.               

Jeff Prus, senior director of user experience at VistaPrint recently stated at the Internet Retailer Conference 09, “VistaPrint regards ongoing site optimization as a revenue-generating function, one that generates millions of dollars per year in proven business value,” . CRO maximizes your SEO benefits. In these economic times every dollar counts.

 

 

 

 

 

 

 

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2 Responses to “10 Tips to Improve eCommerce Sales”


  1. 1 Bill Cash February 5, 2009 at 1:28 am

    I just stopped by your blog and thought I would say hello. I like your site design. Looking forward to reading more down the road.

  2. 2 ShoppingCartPro February 5, 2009 at 8:45 am

    Thank you for the great general tips on improving an ecommerce site. There are so many optimizations that can be done, tested, measured, and retested. One main goal of any ecommerce site should be to sustain strong Internet Marketing campaigns.


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