Turnaround Lacklustre eCommerce Sales in 3 Steps
You started your eCommerce site to expand your revenue and your reach, but lately its not doing anything noteworthy and you have a sneaking feeling you’re just coasting. Sound familiar?
Having produced and supported hundreds of eCommerce sites across many industries in the last 10 years we’ve seen common themes for successful sites. What these companies do, and the tools they use, can be boiled down to three areas.
1. Automate Site Visitor Analysis
eCommerce sales conversion rates average 3% globally, so for those that don’t convert you can still capture valuable behaviour data that will help you convert better in the future.
Optimizely for A/B Testing
What your designer or developer thinks might convert better could be wrong. Remove the need for arguments by using Optimizely and find out what users respond to. Use that data again to inform future sales strategies on your site.
Kissmetrics for Building Ideal Customer Profiles
With Kissmetrics, you can leverage data to determine where your best customers come from, who your best customers are, and how to convert more customers on your website. The tool allows you to view revenue metrics broken down by traffic source as well as providing insight into what’s keeping people from checking out.
2. Intelligent Pursuit of (More of) Your Ideal Customers
Once you have a decent read on what brings repeat visitors and sales to your site you need more of those customers. An effective content marketing strategy paired with cost-effective advertising will help you do that.
GoAnimate Explainer Video Creation to Demonstrate Product Benefits
The engagement stats on using video versus any other content medium are undeniable and exponential in some cases. Building shareable (and if lucky viral) product content is best executed through GoAnimate because its easy, engaging and cost-effective. Adding these to your website, your YouTube channel and social media also gives you a baseline of shareable content that can be used and reused.
Tribe to Find Your Ideal Social Media Influencer
To achieve faster and more high profile exposure for your brand use Tribe to find your power middle influencer. Tribe puts you in direct contact with the 250,000+ Australians that have more than 5000 social media followers. Submit your campaign brief and influencers will bid for your business then you get to choose who you work with and how. Aligning with a rising star is a powerful possibility with Tribe.
Google Shopping for a More Targeted Ad Spend
Advertising with Google Shopping is a visual and cost-effective way to display what you sell, matching up head to head with your competition. Product comparison via Google Shopping is a standard starting point for most online shoppers so make it easier for them to find your products linking directly to your website where all your great product content and authority lives. Conversion rates from Shopping campaigns can easily convert at 3 times the rate of general Search campaigns.
3. Find Your Evangelists and Loyal Supporters and Keep Them Close
You’re now intelligently and actively courting your new batch of ideal customers, but make sure not to leave your loyal fans hanging. They’re the ones who interact regularly with your brand and provide unsolicited positive feedback so ask them to formalise that positivity and then reward them for good behaviour.
Reviews.io to Harness the Power of Positive Feedback
You have to work hard for sales, but getting people to say nice things about your products & service is harder right? Not with Reviews.io. 90% of happy buyers will provide a review and this software not only manages the entire review collection and distribution process but it will help you achieve the coveted Google seller rating faster than a manual review process which helps you save even more on your Google Shopping advertising campaigns.
Smile.io to Create and Automate Your Customer Loyalty Program
They’ve already given you positive feedback and referred you to others, now it’s time to reward them. Personal emails and one off discounts are nice, but scaling the power of positivity should be automated and delineated. Smile.io is a powerful and cost-effective tool allowing you to create your own influencers, putting you in the driver seat of managing your online reputation.
From Lacklustre to Arse-kicker
There is a theme here:
- Automate data capture to create insight about what works
- Use that data and insight to spend wisely, attracting more of what works
- Get serious about capturing crowd-sourced data and insight to create a continous loop attracting more of what works
Creating your own eco-system of what works does take effort, but so does starting an online store in the first place. In the fastest moving marketplace your data collection and analysis methods must be sharp and evolving, but thanks to the growth in apps most of the hard work is now automated.
These ideas and tools will give you the power to choose how fast you grow and that is anything but lacklustre.
