Australians, more than ever before, have embraced online shopping. According to Australia Post, the global pandemic has ‘altered the trajectory of the eCommerce industry’. In April 2020, 5.2 million Australian households shopped online. This was an increase of 31% when compared to the average in 2019.
Online shopping presents an unmissable opportunity for businesses to diversify their customer base. And, if done correctly they can harness new sources of income.
Here are our five steps to increase your online sales conversions and grow your business using eCommerce.
1. Abandoned cart functionality
Abandoned cart functionality is essential in eCommerce. It is a follow-up email sent to a shopper who has added items to their cart but did not buy. In other words, they only completed part of the checkout process.
It has been reported that most eCommerce sites have an abandoned cart rate of 15%. So, it is important that you try to recover those abandoned carts. People can become distracted for many different reasons. Abandoned cart functionality will offer them another chance to buy.
2. Surprise and delight
How do you make your customers feel special?
Shopping online omits that face-to-face element in a bricks and mortar store. Recapture that feeling online by:
- including a handwritten thank you note in the box
- popping some product samples in with their purchase
- adding some branded merchandise that the customer could use in everyday life.
Everyone loves something for free. A note or gift adds an extra touch that your customers will remember—and keep coming back for more.
3. Marketing leads to the sale
Don’t forget that marketing plays an integral role in increasing your sales. Without marketing, your audience is limited. Potential customers need to know about your products and having the right marketing strategy and using the right marketing tactics will help you tell them. Email marketing should be at the top of your list, as well as content marketing and advertising.
Increase your sale amount and attach an upsell after a shopper makes an initial sale. This offer would be of a higher value, and a logical next step in your value ladder.
4. Category management
Remember that your website is your storefront.
You would categorise products on a shelf in a bricks and mortar store, right? So, make sure your products are in an easy-to- follow layout on your website.
Sort your products into categories, for example by occasion, age, who the product is for, or the product type. Product categories help shoppers to easily find a product that suits their needs. Add your main categories to your navigation bar, so shoppers are one or two clicks away from finding a solution.
5. The secret of product imagery
Amazing images are the key to creating an emotional connection to your product. Harvard Business School professor Gerald Zaltman said that 95% of our purchase decision making takes place in the subconscious mind. Images are a way into that realm.
But there are a few things to remember.
- Keep your image simple, yet appealing.
- Make sure that customers can zoom in and out to get a closer look at your product.
- If you sell fashion, use images of a model wearing the clothes, so shoppers can see how garments look in real life.
Andrew Maffettone of Seller’s Choice makes a good point. He says your product is only as good as its pictures. Photos are one of the most powerful tools to create a compelling narrative. This will convert your brand into sales. For example, a non-blurry image with a white background may sell screwdrivers, but an out-of-focus shot in a forest might sell mountain bikes. The best image is the image that works for your product.
Absolute Web Design is a Gold Coast-based web design and online marketing agency. We are experienced in the major eCommerce platforms—Shopify, and WooCommerce. We help business owners cut through online marketing confusion. We design amazing websites that talk to your prospects, so they turn in to customers. We work with you to put in place proven ideas to grow your business. And we remove the overwhelm and confusion when it comes to your website and online marketing.
Contact us today to discuss your website needs.
 (2020) Australia Post, 2020 eCommerce Industry Report