All eCommerce stores go through different types of declines and plateaus that may significantly decrease their sales. Unfortunately, many marketers and eCommerce store owners make the mistake of spending most of their marketing budget on customer acquisition, forgetting other critical aspects of boosting revenue. In fact, focusing on customer acquisition can quickly drive up costs and diminish your profits. If you want to boost your online business’s sales, you need to invest in clever ways of cutting costs and maximising your marketing budget. Here are four smart ways you can optimise your eCommerce store and increase sales.
1. Invest in paid traffic
Paid traffic allows marketers to do accurate targeting to ensure their ads are viewed by the right audience. Although free traffic generating sources such as social media posts are an inexpensive marketing strategy, paid traffic sources are perfect for boosting sales. In fact, you can strategically launch affordable paid traffic marketing campaigns without depleting your marketing budget.
Most of the eCommerce store owners who fail with the paid traffic approach tend to make a few common newbie mistakes. You should start by appreciating the value of spending small amounts of money on different paid traffic networks to “test the waters” before making huge investments. Launch multiple ad variations of one campaign on different paid traffic sources, track the performance, and analyse the results.
2. Make your store SEO friendly
Ensure your eCommerce store is optimised for major search engines such as Google, Bing, and Yahoo. Learn how search engine indexing and ranking works and come up with an effective SEO checklist to guide you in scaling your marketing efforts. Search engine traffic should be your key pillar for your overall growth. Setup the recommended SEO tools and leverage the power of Google Search Console in checking for any crawling errors on your online business website.
Conduct keyword research by using Google’s Keyword Planner to get keyword ideas and determine the search volume of ranking keywords. Regardless of the keyword tool you choose to use, it’s important to learn its fundamentals and explore it fully for better results. Make sure your homepage, product pages, and blog posts rank for both high and low volume keywords. Keep your page titles short, your meta descriptions punchy, and optimise your pages accordingly.
3. Simplify your checkout process
Online shoppers shouldn’t find your store’s checkout process unnecessarily complex to navigate. For example, consider removing the need for potential customers to sign up. Instead, you can give them an option to checkout as a “guest” to soften the process. Apple is one of the most successful eCommerce giants that gives its customers the “Guest Checkout” option.
Any time-consuming action or field during the checkout process encourages cart abandonment and reduces sales. You can also add certain features such as the ability to use the same address as the billing address to make the form field easier to fill in.
4. Nurture cart abandoners
Through cart recovery mailers you can start nurturing cart abandoners and significantly boost your overall sales. Ensure your cart recovery programs are running at full throttle. You should send more than one email to each cart abandoner to remind him/her about the incomplete purchase. Build a cart recovery email strategy that has been tested and proven to increase conversions. Effective email remarketing campaigns will eventually recover most of the abandoned carts and increase your online business’s ROI.
Starting an eCommerce store has become one of the most lucrative online business ideas in the recent past. However, in order to succeed in this online business niche, you have to optimise your website design, invest in paid advertising, optimise your pages, and market your store optimally. An established digital agency with a team of skilled web developers, content marketers, social media analysts, and SEO consultants will turn your eCommerce store into a sales generating powerhouse.