9 Tactics for Ecommerce You Can Try Next Month
Written by Ash
15 June 2018
When a mother talks with her kid while having a straight face about how important it is to learn math, when a financier cuts down the budget with a mission of spending on something worth investing, and when you read about the unknown to you, some kind of growth goes into process. What I’m trying to say, is that every behavior of ours has the purpose of enhancing growth. And as a businessman, you should know about this too well.
Growth hacking, that’s what all of this is about. The term first made its move into our worlds around 2010 and here’s its one concept: every strategy you develop and then implement should be centered around driving growth. An easy example and a way to understand growth hacking is to imagine online services and tech startups trying to gain new users. But it turns out that having a growth mindset will come in handy in eCommerce as well: help you develop and run tests, several campaigns and to increase your online sales.
Here we go with 9 tricks and tactics for eCommerce you’ll swear by later on.
Your Customers and their Thoughts
The first tactic that I want to share with you is to highlight what your customers think. Let’s be honest, doesn’t matter how much a brand tried to seduce you with their marketing: customers’ recommendations are still going to be more convincing.
So here’s what you got to do:
- Have customer reviews all over your online store: product reviews, business ratings etc.
- Testimonials: a bit more personal and a bit more effective.
The old but gold A/B Testing
You know what’s one of the most common growth hacks? Yes, A/B testing. The reason behind it is that through trial and error what’s hurting your company and what’s helping it grow.
And since you’re an eCommerce seller, it would be smart to A/B test your product pages: that’s where all the magic happens (magic being all of your sales.) Tiny but game changing modifications to the design, images and text of your pages are where you should start from. You can also play around with the size of your product photos, the color of your “Add to Cart” button and some other details: think for yourself a bit, I’m not going to tell you all. The results might shock you so make sure to be sitting down.
They want to leave you? Without even making a purchase? Well, you got to stop them somehow. After all, you made all of those efforts to bring them to your site. And here come the exit-intent pop-ups that will most definitely catch those who want to abandon your website.
The trick is that they capture those visitors who were trying to close the tab without buying. And the goal, well it’s pretty obvious: to change their minds about the decision. So, in your exit-intent pop-ups you’ll be offering out-of-the-blue discounts on your products. And if not, you’ll at least try and get their email addresses and try to nurture them through your sales funnel.
Here’s a great statistic for you.
You know where I’m taking this? While your business needs new customers, remember that your returning ones are far more ‘valuable’. So you got to take real good care of them.
And there come the “Buy Again” emails. In fact, don’t go spamming them right after the purchase. Wait about 10-15 days and hit them up with an email about making another one. And keep in mind to encourage the next purchase: offer something special in return.
Sell, Sell, Cross-sell and Upsell
Familiar with these sales techniques? Cross-selling is when you persuade your customers to buy additional/complementary items. And upselling is when you encourage them to upgrade their purchase. I know you might be thinking that you don’t want to look like those pushy sales people who can’t stop shoving unimportant products right into their customer’s face. But when you have a ready-to-buy customer, who is already interested in your product and is at the order stage, you can confidently cross-sell or upsell.
Moreover, you can gather statistics for related products: products that your buyers usually buy as a package. Then when a client buys one of those items, offer the other related products.
This sneaky growth hack will come in handy like you never thought it would. So you have visitors who landed on your site and didn’t purchase before leaving, right? These retargeting ads will track those visitors of your online shop. How? They will display ads of your products on other sites they visit, reminding them what they’ve missed on.
This technique is especially powerful for one very important reason: it highlights the items that your buyers are interested in. So it’s not just any product, and the chances of you spamming those customers are very low. A great tool you should use for retargeting ads is Doubleclick. And let’s not forget about creating custom audiences for Facebook campaign with csv files and get use of Facebook pixel.
You’ve probably already heard that a great way of fueling sales is by creating urgency: it’s all about psychology. FOMO: the fear of missing out, that’s what we put to work here. People want to be included: whether it’s to high school reunions, team huddles or family gatherings. And just like that, by creating urgency, you can encourage your buyers to make purchases.
Wondering how you can do it? Well, here’s a few ways: you can highlight on your product pages:
- how much inventory is left
- the time left on temporary deals
- the time left on temporary free shipping
And that’s when the FOMO kicks in and your buyers rush to get their credit cards and complete their orders.
Incentivize the Checkout: Maybe a Coupon Code?
It’s a real tragedy: around 70% of shoppers leave their shopping carts without completing their purchase, a real tragedy for online shops. In fact, most users drop off at the first checkout page. So the one and only conclusion from this we can make is that we got to push buyers along the checkout process if we want to drive more sales.
Sounds a bit confusing? Coupon codes come to help to incentivize completing the checkout. The thing is, that those codes can only be entered on the last checkout page. Because when they’re already motivated with the discount and have to reach the last checkout page to enter the code, it becomes much more likely that they’ll complete their order.
No to Tons of Input Fields
We all get the feeling of frustration and maybe turn red and sweat a little when wanting to complete the order but bump into those lengthy online checkouts with endless input fields. And most of us give up halfway.
So, you can easily boost your sales if you reduce checkout input fields to the minimum: only ask for the information you really need.
Just like in marketing, there’s no uniform strategy that a growth hacker needs to follow to gain success. In fact, the opposite may be more true. What I’m trying to say, is that you need to experiment around to find what works best for your company: something that worked amazing for one company might not work at all for you. But by exploring different methods you may find the perfect combination of tactics for your business. Keep in mind to think about those failed methods before moving to a new strategy: find out why something didn’t work for you and choose your next step wisely. And if you’re on your way of creating an eCommerce website, don’t look no further, create it with us.