Over the next two weeks we are going to look at 10 essential tips to maximise your online sales. They apply whether you sell hundreds of different products from your website or just a few. They are also important even if online sales make up just a small percentage of your overall revenue. With these ideas and suggestions, you might be able to increase that.
In this article we will look at your website and in part two we will look at advertising and marketing tips.
Tip 1 – Optimise for Mobile
The role that mobile devices play in modern eCommerce cannot be understated. Firstly, more and more people are completing transactions on their mobiles. Purchases on mobile happen on the go, but they also take place when people have the option of using a computer, such as when they are at home. In other words, people choose to shop with their phones.
Completing transactions is only one part of the mobile story, though, as phones are also used throughout every stage of the buying process. They are used at the earliest stages of product search when the consumer is looking for basic information, right through to reading reviews and making a final decision.
What does this mean for you? In simple terms it means you need a website that is fully optimised for mobile. You should spend as much time as possible getting the look and feel of your mobile website right, and every function, feature, and product that is available on desktop should also be available on mobile.
Tip 2 – SEO
SEO is too complex a topic to cover in a couple of paragraphs, but there are some eCommerce basics you should know:
- Unique descriptions – Google penalises web pages that have duplicate content, including product pages. Also, it doesn’t matter if the duplicate copy is on your website too, as Google will still not like it. The best approach is to write unique descriptions for every product.
- Page titles – your website management software (usually called a CMS) will have an option to create a page title for every web page. This helps Google, but the text you put here is also seen by users on a search results page. You should therefore make it as descriptive as possible. On product pages it should be the name of the product.
- Page description – your CMS will also give you the option of adding a page description. This is the two sentences of text below the link that you see on Google search results pages, so it is important. You should write unique descriptions for each page, and they should be persuasive enough to make potential customers want to click. Make sure you include the product’s name for product page descriptions.
Tip 3 – User Experience
User experience is crucial to the success of an eCommerce store. It is a tricky area too, as users are generally impatient, unwilling to give away too much private information, untrusting, and easily distracted. You have to address all these things on your website. Here are four crucial questions to get you started:
- Is the checkout process quick and super simple?
- Does your website look safe, as well as being safe?
- Do your product pages answer all the questions that a customer might have?
- Are you asking for too much information when people make a purchase, or are you asking them to register an account? Do you really need to?
Tip 4 – Product pages
As already mentioned above, your product pages should contain unique content, and you should attempt to answer every possible question a customer might have. This means including all (or most) of the following:
- Full sales price if the product is discounted
- Delivery costs and options
- Returns policy
- Product feature list
- Product benefits
- Large, good quality images
Tip 5 – Cross Selling and Up-selling
Finding new customers is one way to maximise online sales, but you can also sell more to your existing ones. This includes cross selling, which involves offering customers products that complement what they are already buying – batteries for a portable electronic item, for example.
You can also try up-selling, which involves offering the customer a similar but higher specified (and more expensive) product than the one they are looking at.
In the next article in this series we will look at PPC advertising, reducing abandoned carts, re-marketing, seasonal planning, and other online marketing options.
For more help and advice with your business please contact one of the team at Gilroy Gannon today.