Quick Tips for Increasing eCommerce Conversions

Marketing is the life blood of every online business that wants to grow from one region to the next. If you’re not doing it effectively, then you’re leaving money on the table. Retargeting your ads, following up on your abandoned carts and starting a loyalty program for your customers are all very effective tools but can be time consuming.

Here are some very effective ecommerce marketing tips that you can do right now.

SEO Title Optimization

Title tags are used on search engine results pages to show previews for a given page. If your customer is looking for a specific product via a search engine, the probability of your target customer clicking on your website can be higher if your page is included among the top rankings.

The majority of thought leaders in the SEO industry believe that keyword placement in the title tag was the most important place to use keywords to achieve high rankings. If you want your target customers to easily identify your brand’s value proposition and discover what your products can offer to them differently, you need to optimize your SEO title.

If you want to position for the keyword “womens shoes”, then putting that keyword in the title tag is the one of the best way to increase your site’s postion for that term. To stand out even further from your competition, include a value proposition such as “free shipping” in your title tag. Be careful of keyword stuffing, though. Make sure that your title’s readability is still observed.

Build an Email List

An email list is a collection of active email subscribers who you can send your email marketing newsletters to regularly.

If you’re wondering whether building an email list is worth it, keep this in mind: roughly 1/2 of email recipients purchase at least once based on a promotional email and 77% of consumers prefer to receive permission-based marketing communications through email.

 

To ensure that you’re consistently adding on fresh contacts to your list, here’s a simple tip you can do today: add a call-to-action button to sign up for your email newsletters. Put this at the top of your online store’s official Facebook page.

You can use autoresponders to send emails to your customers based on instructions that you provide. For example, you can send automatic emails when someone joins your email list, when someone has been in your email list for 3 months or when someone hasn’t logged into their accounts for 30 days. If you’re a growing business with less than 2.000 email subscribers, you can use MailChimp for free.  For example, you can send an email offer to your subscribers who haven’t been active in the last 3 months.

Upselling

Upselling allows you to hopefully increase your revenue by offering upgrades (better specifications or more quantity) to your customers.You improve your customer’s shopping experience by giving them access to products that will be complementary to their main purchase. And at the same time, you add more money to their order value.

It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one.

The good thing about upselling is that your customers are already buying from you – there’s less sales friction and less effort on your part. They’re already willing to do business with you: you only need to gently coax them into spending more.

eCommerce Case Studies

Shopping cart applications have become more and more popular for small business owners. Gone are the days when the idea of an eCommerce site was only reserved for “big” corporations. Smaller businesses can implement shopping cart components into their websites at a reasonable cost with a back-end that makes managing products a breeze. Online shopping continues to grow at a staggering rate. The 2013 holiday shopping season once again confirmed this trend. Black Friday 2013 was the first billion-dollar-plus online shopping day, with total online sales for the day reaching $1.2 billion, up 15% over 2012.

 

At 540 we have implemented a number of online shopping components for clients from simple registration forms with online payment processing to complete online mobile ready stores. The majority of this eCommerce functionality is built right into an existing website to reduce the cost of building a new eCommerce site. In this article we will take a look at 2 client sites that contain shopping cart features, one built with a simple Paypal plugin and another with a full eCommerce store featuring 100+ products and user account management.

 

Simple Online Shopping Components

 

JKFlashy is a premier makeup services company in Westchester County, NY. Although their primary business is makeup application they started developing their own line makeup products and needed a simple solution to start selling products online.  Since a full online store was not required we used the Paypal API to setup a products and add-to-cart buttons directly onto a  page within the website. The advantages of this Paypal approach includes:

 

  1. Lower Cost- Uses existing Paypal functionality reducing the cost to implement full eCommerce into the website.
  2. Transactions processed outside of the client website- although the shopping is done within the site, the transaction is completed through the Paypal server, eliminating the need to incorporate secure SSL functionality on the website.

 

JKFlashy Online Store Image

With this solution you are taking existing code from Paypal to implement into the website and Paypal will handle the secure credit card processing. It’s a cost effective approach but does have some limitations mainly in customization and the fact that the customer will leave your website to process the payment through Paypal.

 

Complete eCommerce Solution

North American Wireless Solutions (NAWSNY) is a national wholesale distributor of cell phones and related merchandise for the Sprint, Boost Mobile and Virgin brands. They contacted 540 to build a complete eCommerce solution with custom shopping cart functionality that allowed for orders to be processed directly through their warehouse.

 

The NAWSNY website was built on WordPress with a customized version of the WooCommerce plugin. WooCommerce straight out of the box  is an extremely powerful eCommerce solution for complete online store functionality with customer account management.

 

nawsnySome of the highlights on typical client eCommerce builds includes:

  • Easy to use dashboard with order summaries and various types of reporting on sales, customers and stock
  • Shipping & tax settings
  • Customer login and account management
  • Product & inventory management
  • Promotions including the ability to add coupons
  • Payment gateway integration

 

 

I have been using WooCommerce extensively and find with a good knowledge of CSS and WordPress coding it can be highly customized to meet the client’s requirements.

 

If you are considering an online store option for your website please send us an email to see how one of these solutions or other eCommerce options can be implemented into your website.