If you have an e-commerce platform that is struggling to close customer sales or isn’t performing up to snuff, it might be a problem with your site.
There’s nothing more frustrating than having a product that customers want – your previous data shows that – yet your online orders aren’t coming through as effectively as before. In digital marketing, we call this pathway from the customer arriving to your site to doing something on your site a conversion funnel. While this certainly applies to e-commerce, you can also use this method to acquire customer emails, social media followers, and downloads.
The first thing we’ll want to do when we look at your site is to track over a given period of time (let’s say 30 days) where people are clicking and what they’re doing on your site. We have several tools at our disposal that help us see how people are behaving and make educated guesses as to why they’re not doing what you want them to. This may be something as simple as not having enough whitespace on the page to something more critical, like a complex checkout process.
No matter the reason why people aren’t following through, you’ve got one job: fix those leaks and help potential customers convert. But it isn’t as simple as putting a gigantic “Buy Now!” button in the middle of their screen – people don’t want to be treated like a walking wallet and they certainly won’t return to a website that treats them badly.
The first step to helping your customers convert is to do just that: help. Be a resource for their interest. They’re taking a chance on your site (let’s face it, you’re not Amazon) and they worked hard for their money. They deserve to comparison shop and make their own decisions, so help them do that. Approach your site as you would any website you visit. Why do you choose one over the other? How does the site you’ve chosen make you feel? How easy was it for you to find the relevant information and go on with the rest of your day?
Customers that have placed an item in their cart but not purchased it can be a very valuable segment. One popular technique to maximize value from that segment is to create a process to nurture those customers over time. This might include sending information to them to remind them of your products and earn their trust. If you have their email address, you can do this with an email automation tool. But, even without an email you can serve them low-cost retargeting ads via Facebook and Google. Studies show that such nurtured leads can make 47 percent larger purchases than their non-nurtured counterparts and can substantially increase your overall sales conversion rate. How’d you like to bring those statistics to your boss?
If you’re interesting in learning more about improving your site’s usability and generating more customer leads, reach out and schedule a call with one of our digital marketing specialists. We’ve helped hundreds of small businesses refresh their online identities and improve their site’s e-commerce performance and we can do the same for you. Give us a call or use the contact form to get in touch.
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