The eCommerce industry is growing fast, and with it, the competition is getting intense.
Now that people have so many choices to buy from, online store owners have no option but to stand out from the crowd to boost sales.
Easier said than done, right? But it's not impossible either. There are various ways to maximize online sales, and the experts have much to say.
Let's dive into these eCommerce expert insights.
1. Use Paid Social Media Ads
Many eCommerce business owners rely on paid social media ads to attract traffic and boost product sales.
Paid ads are particularly effective because they offer ample data for business owners to enhance their future campaigns.
The key to getting paid ad campaigns right is to start small and test different strategies in each new campaign.
One mistake eCommerce store owners make is spending enormous sums of money in a single campaign and becoming disheartened when they fail.
Neil Patel suggests it's important to start by investing a small amount, like $50, in one campaign. Monitor it and use that data to improve the next campaigns.
While garnering organic traffic through search engine optimization (SEO), blog posts, or social media is great, it takes a lot of time to see a significant impact (read: it's a long- game).
Fast, paid ads are an absolute game changer when you want to see results.
Another major benefit of paid social media advertisements is that there's no long-term commitment.
You can instantly turn off the ads if you don't see the results you want from a campaign. They're extremely flexible and easy to manage.
Jodie Minto is an award-winning, 7-figure fashion founder and eCommerce mentor.
She loves Facebook and Instagram ads, claiming they aren't only her favorite but also the favored approach of countless 7-figure eCommerce business owners for achieving sales and traffic on their websites.
Source: Facebook
According to Minto, the greatest advantage of Facebook and Instagram ads is their ability to place your product in front of your target audience, even if they aren't actively searching for it, and persuade them to believe they must have it.
Minto points out in her Online Store Success Podcast that businesses selling products — like kimonos in her case — may not benefit from organic SEO since customers aren't actively searching for them.
So, paid ads prove to yield better results in such cases.
2. Tell a Good Story
Everybody loves a good story. In a world where businesses have conventional stories, you can be unique by sharing an interesting brand narrative.
Add authenticity to your business to attract and encourage people to check out your offer.
Most of the successful businesses are often built on compelling narratives. They tell stories that resonate because they are simple, honest, and driven by genuine passion.
These stories connect with customers on a deeper level because they reflect their aspirations and struggles.
One such inspiring story is that of House of Joppa, a Catholic home décor and accessories store.
Exploring their eCommerce website, Tabitha, the owner and creative force behind the brand, shares her journey and the purpose of her business right on the home page.
Source: House of Joppa
This raw and authentic account immediately grabs your attention, making you feel part of her story.
Although they have a dedicated homepage detailing their brand story, the true impact of their narrative unfolds the moment you enter their online store, underscoring the transformative power of genuine storytelling.
3. Make Customers the Main Character of Your Business
Customers are the lifeblood of every eCommerce business. Without them, your business would have no revenue, growth, or funds to pay employees.
Keeping this in mind, you need to let customers be the heroes of your business.
Before anything else, see how your product benefits customers. And make sure you communicate those benefits to your customers to turn browsers into buyers.
Before purchasing, customers want to know how a product will make their lives easier. So, as a business owner, you must ensure you communicate it to them.
Megan Winter is an eCommerce coach and mentor. She runs a podcast, eCommerce Out Loud, sharing tips and tricks for eCommerce business owners to maximize their sales.
In episode 29 of her podcast, Megan discusses the features, advantages, and benefits (FAB) framework.
She says by using the FAB framework, you, as a business owner, can help customers understand how a particular product will help make their lives easier by sharing its features, advantages, and benefits.
Going the extra mile for your customers will position them as the focal point of your business, ultimately offering them what they value most: themselves.
4. Provide Excellent Shipping Services
A study by Baymard reported that 24% of online shoppers abandon their carts due to slow delivery times.
Online shoppers are generally impatient, and they demand ultrafast delivery services.
In such cases, businesses providing fast and on-time delivery services stand out for customers.
Haadiya Memon founded HappySkin — an online skin and hair care brand for women.
Source: Instagram
She attributes a significant part of her customer retention and loyalty to secure packaging and on-time delivery services. "Swift and reliable delivery is what my customers want," Memon says.
Like Haadiya, many successful eCommerce store owners attribute a significant part of their growth to on-time delivery and positive post-purchase experiences.
Working with the right couriers in an era of high consumer expectations can incentivize repeat purchases and elevate the overall shopping experience, driving increased sales and customer loyalty.
5. Maintain Product Price and Quality
What happens with most eCommerce businesses is they begin with enthusiasm. However, 90% of them fail within 120 days of initiation.
There are many reasons for these failures, but a significant component is the lack of a long-term strategy and the inability to deliver on promises.
One common issue among unsuccessful businesses is their inability to maintain product quality over time. In some cases, the low quality can also be seen as an injustice to the price.
To distinguish your business from the 2.5 million eCommerce businesses in the US, it's imperative to consistently uphold the quality and price of your products and continue to do so over an extended period.
Memon credits the success of her small online business to the unwavering quality of her products in terms of their pricing and exceptional customer service.
Source: Instagram
Despite inflation, she asserts, "Customers still choose to order in bulk from her because she always delivers on her promises and refuses to compromise on quality."
Setting the right price is often challenging for many online businesses, but you can prevent financial losses with the right price-testing methods.
6. Stay Active on Social Media
Social media is one platform that gives you free access to your target audience. As an eCommerce business owner, you need to capitalize on it.
By posting regularly, you stay on the top of your target consumers' minds. When they're ready to purchase (and have recently seen a post from your brand), they're more likely to think of you.
Social media platforms help you become more discoverable online and show your offerings to the world. And what could be a better opportunity than that — especially during holiday seasons when competition is fierce?
The power of social media platforms like Facebook, Instagram, and X can't be understated.
Take LeatherCult, a brand specializing in leather apparel, such as leather pants for men. Despite operating in a niche market, they've harnessed the potential of social media to the fullest.
Maintaining an active and engaging presence has landed them nearly 2,000 loyal followers.
Source: Instagram
How'd they do this? Regular posts of new products, collaborations with influencers, and engaging with their community keep the brand in the spotlight and foster a sense of authenticity and trust.
This strategy, particularly during the holiday seasons, propels their sales to new heights as they stay top-of-mind for anyone seeking stylish leather attire.
7. Prioritize User-Friendliness
Remember how Megan talked about making customers the hero of your business? Well, you can double down on those efforts by prioritizing ease of use and user-friendliness in every aspect of your business.
There's much to learn from successful brands like Hims & Hers, which went public in 2021 via a $1.6 billion SPAC deal. Here are some tips and tricks from their successful approach:
User-Centric Website Design
Hims & Hers prioritizes user-friendly website design. Provide a site that's easy to navigate, loads quickly, and is mobile-responsive. A well-organized layout can significantly improve the user experience.
Source: Hims
Write Clear and Compelling Product Descriptions
Detailed and persuasive product descriptions are essential. Like Hims & Hers, provide comprehensive product information, focusing on benefits and features that resonate with your target audience.
For example, you can easily find the best solution for your DHT hair loss on their website, explained via the product description.
Source: Hims
High-Quality Imagery
Invest in high-resolution product images. Professional photography enhances the visual appeal and showcases your items in the best possible light, aiding the buying decision.
Source: Hims
Add Customer Reviews and Ratings
Hims & Hers incorporates product reviews and customer ratings. Encourage customers to leave feedback, as positive reviews build trust and credibility, increasing sales.
Source: Hims
8. Streamline the Checkout Process
Did you know that 17% of US online shoppers have abandoned an order in the past quarter solely because the checkout process was too long or complicated?
Online shoppers are generally impatient, and they want things quick and easy.
When online stores ask shoppers to fill out forms with multiple fields and provide complicated checkout processes, they're easily turned off (read: increased cart abandonments).
To maximize online sales, it's essential to provide customers with:
- Guest checkout
- Express checkout
Why? It streamlines the purchasing process for customers who may have reservations about creating an account.
That's why StudioSuits allows customers to create an account or leverage PayPal Express checkout.
Source: StudioSuits
With the help of a guest checkout or express option, users enjoy a shopping experience that's both quick and hassle-free. This convenience can attract impulsive buyers and first-time visitors who may otherwise abandon their carts because of the registration inconvenience.
Plus, PayPal Express checkout caters to a global customer base and improves the checkout experience across currencies.
In other words, you should offer multiple payment methods to reduce obstacles to purchase and enhance the customer's journey.
9. Guarantee Customer Privacy
A major challenge of running an online store is providing customers with a secure and convenient purchase method.
You want to protect your customers' personal and payment information, but you also don't want to make them create a new username and password for every site they visit.
That's why many eCommerce store owners use systems like SAML or OAuth to let their customers log in with their existing credentials from Google, Facebook, or X (formerly Twitter).
SAML and OAuth are protocols that allow users to authenticate themselves across different websites and applications.
They both offer single sign-on (SSO) functionality, meaning users only have to log in once to access multiple services.
However, they have different strengths and weaknesses, depending on your needs and the type of service or product you sell.
But one thing's sure: SAML or OAuth can enhance your online store's security and user experience, leading to more sales and customer loyalty.
Wrapping Up
The journey toward eCommerce success is far from straightforward. These tips may seem daunting initially, but realizing that success doesn't come on the first attempt is essential.
A consistent focus on improvement, rigorous data analysis, iterative experimentation, and an unwavering dedication to delivering exceptional user experiences will facilitate your progress.
So before you contemplate giving up at the first hurdle, recall, "Great things come to those who wait." Plus, whenever you find yourself stuck, you can always revert to these experts' invaluable advice and tactics.
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