Nothing about running an ecommerce website is straightforward and easy. The goal is, of course, to present a product, entice buyers to purchase, and then process the payment. This is how even the most basic ecommerce site should run. For those that really want to increase sales through the use of psychology and maybe even a little wheedling, there are some other tactics you can adopt.
Absolutely every aspect of your site could be tested for improvement, including images, headlines, product descriptions, and even the overall design. Even if you think you’re already doing well with your current website collateral, there’s always room for improvement.
Before you start changing everything on your website to see what sticks, stop and create a battle plan. If you change everything at once, you won’t know what’s effective and what’s not. Plan two weeks for each change so you can gather enough data to make a decision. Then start with one component at a time. You could test something every two weeks and still find room for improvement years down the road.
Speaking of social media, are you sure you’re using it to the best of your ability? What if you could keep an eye on what people are saying about your company and your products on all your social media outlets? With social inbox, you can. You’ll receive a notice any time you’re mentioned, which then gives you the opportunity to follow up.
Use this feature to provide stellar customer service when buyers have a complaint or just answer questions when visitors ask. If you really want to have some fun, respond to even the most ridiculous of mentions with your own special brand of humor. Your customers will love you.
What if you could track the parts of your website where buyers hung out for a while? Would that help you provide better information for the next time they stopped by? With heat mapping, you can keep an eye on the pieces of your website that visitors really love. Scrolling and clicking information come together to give you a full picture of what your buyers really want to see.
You can also track where your visitors come from and how long they hang around. In other words, if you use your social media for marketing, you can discover how many clicked on your offer and how long they stayed. This helps you determine which social media outlets you should focus on.
Exit Lightboxes for Lead Generation
The truth is that 99% of first-time visitors to your ecommerce site have no intention of making a purchase. You can accept this statistic and hope to get them the next time they stop by, or you can do something about it.
An exit lightbox with one last offer can be added to your site for last-minute lead generation. Some sites generate a pop-up the moment a customer enters the site. The exit lightbox instead pops up just before customers bounce. By providing the possibility of later savings, you might just convince those visitors to give you contact information so they can stay on top of things. If they’re interested enough to stop by the first time, potential discounts could bring them back and finish the job.
As you can see, these tools go a lot further than just offering products and accepting payments. If you’re ready to step things up a bit, consider any of the tools listed above. If you already use some version of these tactics, let us know how they work for you. We’d love to know if you see more sales as a result.
Originally published Jul 31, 2015 7:00:00 AM, updated July 28 2017