Ecommerce industry is growing with each passing day. According to this article by eMarketers, e-commerce sales will cross the $3.5 trillion mark within the next five years, with the web accounting for 12.4 percent retail sales by 2019, up from 7.3 percent this year.
If you are planning to start an ecommerce business, or already have one, you have to be very careful about how you design your marketing and sales strategy. Pay attention to details by covering all aspects of the business to convert a bigger chunk of potential leads into paying customers.
As far as marketing is concerned, there are several tricks and a plethora of articles written by seasoned bloggers, ecommerce experts and serial entrepreneurs and almost all of them get results. In this post, I do not intend to delve into those tricks. Instead, I’m going to talk about some smart ideas that are very simple, but hidden from view and can be used to generate a bigger number of leads.
Gamify your title tag
Wouldn’t it be amazing if you could capture the attention of your target audience when they are thinking whether they should click on the main website? If you could manage to do just that every single time a visitor is unsure, the results will be astonishing.
I don’t see many people in the e-commerce industry using this technique, so it is another opportunity that can take your conversion rate to new heights.
The idea is to gamify your title tag in a way that grabs the attention of your target audience, encouraging them to click on your website. Tobi, a fashion brand, is doing exactly that.
According to Tobi’s mission statement, it is clear that the brand is committed to providing the latest fashion at reasonable prices. Moreover, as per my understanding, their target persona includes people who depend heavily on discounts, or at the very least are encouraged to act if they see discount offers.
Tobi may not be the only brand offering first-time buyer discounts, but what sets them apart is that they have made it their home page title tag.
According to SEMRush data, Tobi’s search by the brand’s keyword is close to around 246K per month, and obviously most of the people who search for the brand name are likely to click on the website URL as well as the title tag sounds exciting.
A first time Tobi visitor tends to convert immediately as he knows that he has to pay only half the price for all his purchase.
Conclusion: The whole idea is to unravel the hidden areas of your website, and use them to entice potential buyers even before they click on the website.
Collecting leads via 404 Pages:
I got this idea when I was going through spoutworth.com, and somehow landed on their 404 page.
I won’t say this is the best execution, but I think you will agree with me that this is a great idea to put into action.
We all talk about creating custom 404 pages in case a user gets lost while surfing your website, or somehow lands on a page that is unavailable. Well, there’s a way you will not just retain them on that moment, but encourage them to come back again and again. Once a user hits a 404 page, instead of sending them back to the main website, why not give them some kind of a special discount? offers to dilute any possible It’s a great way to ease their frustration!
I don’t know any brand that engages their customers with this unique idea, and I feel there’s a lot of scope in it.
When a visitor lands on a 404 page, it’s (in most cases) your mistake. Either you forgot to update the URL on different pages, or the redirection was not set properly. By giving visitors an extra discount, you are telling them that their journey on your website is the most important thing.
People are touched when they see brands giving customers their due importance by giving away small discount cards for inconveniences caused.
Don’t you think this kind of loyalty would encourage them to share their experience with their entire social circle? And just imagine what would happen if all your customers were sharing their experience with their social circles. The results would be astounding!
I believe offering a small discount card in case they land on a 404 page (by your mistake) can work like a double edged sword.
Conclusion: Make potential (and existing) customers feel that they are very important to you and your business and they will not just convert, but also become your brand advocates.
We all know what live chat is and how necessary it is. If you still don’t have a live chat feature installed on your website, better hurry up and get this fixed. According to Happy Fox Chat, “62 percent of the customers were (more) inclined to purchase products online if live customer support is available.”
Today, there are unlimited choices available for customers on the internet. In order to make the customer stick with you, and buy from you repeatedly, you need a high-end customer support system in place.
Not having a live chat option means you are making it all too easy for your competitors.
Training your customer support people to use live chat feature at its best is essential. And don’t underestimate the proactive approach! If you see that a visitor is spending a lot of time on one product, but not purchasing it, don’t wait for them to contact you, instead, go ahead and offer your assistance.
Once you start talking to a potential customer, you should focus on satisfying them, instead of hard selling. Ideally, your job is to nurture them in a way that they are encouraged to buy often.
Conclusion: Live Chat allows you to nurture your potential leads in real time for long-term conversion.
Yes, this one is old and everybody is talking about it. But, the reason I had to include it in the list is because in the real world, brands are either not implementing product reviews at all, and those who are, consider this to be a functionality only.
According to a survey, 90 percent of the customers say that their buying decisions are influenced by product reviews.
This obviously means that product reviews on your pages are very important to increase conversions. One reason why most people do not implement this is because they don’t have customer reviews to show. I Remember, that if a product on a website does not have reviews, it leaves a bad impression on customers.
I believe reviews should be a part of the product page, but business owners should not consider it only as a functionality to be added by their developers, but should be utilized as a CRO tactic.
Try to strategize the process, and see what you can do to engage customers to leave positive product reviews on the website. This can be done by offering discounts on their next purchase, or giving a certain percentage off on the total order, or any other gamification that would work.
Conclusion: Use product reviews as a conversion tactic.
No dead ends
Most ecommerce businesses believe that a potential customer that enters the website, and converts into a paying customer is a win. Yes, it is indeed, but if you believe this is the end, then you are mistaken.
“There should be no dead end on your website. Period.”
ASOS included the ‘continue shopping’ button on their thank you page, which encourages visitors to continue shopping and look for other things even after they have placed the order. Sainsbury does this even better by displaying other relevant products that shoppers might be interested in.
Conclusion: Leave no dead end on your website. Populating other relevant products on your thank you page encourages users to keep looking.
There are tons of other growth ideas you can implement to increase your website’s conversions but I’ve focused on these five that can easily be implemented by websites of all sizes.
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