Aim for a 4% market-average conversion rate (rates vary according to sector of activity, device, channel) and analyse site performance in order to convert guests into buyers. Keen on reaching your conversion objectives and fulfilling your turnover ambitions? Discover the 4 key factors which will trigger sales.
- Improve your conversion strategy by identifying the key elements that have an impact on your performance
- Increase orders by regularly upgrading your 2 online sales triggers: design and user-friendliness
- Generate more sales by reassuring users at every step of the sales funnel (reviews, collaboration platforms...)
- Promote repeat sales by thoroughly catering to user needs and showing off what you do well on your distribution and communication channels.
1/ Improve performance by identifying the issues that have an impact on conversions
Assess your potential by indexing your offers and clearly defining what counts as a 'conversion'
The more you include non-sale related features (content, chat forums, etc.) the more you will attract guests who are interested in something other than a purchase; this could be advice, tutorials, newsletter subscriptions, etc. Set objectives that have nothing to do with making a sale: increasing newsletter subscriptions, increasing the number of users who stay for longer than 3 minutes on a page,... Capitalise on conversions that don't immediately lead to a sale, but promise to do so in the near future.
Increase performance by making your offers more attractive
Boost conversions by devising an appealing offer and broadcast it on all your distribution and communication channels. Think of the impact you wish to have and create a marketing message accordingly. For example, add a reduction code to your homepage slider and make it valid only on those products you need to clear. Build a campaign around the reduction code. Broadcast the news on Facebook, Instagram, via newsletters, etc. For better results, consider how best to match offers to target audiences.
Attract better prospects by adjusting the way you target audiences.
Increase conversions by targeting specific guest categories with tailored messages. Attract qualified prospects to your e-store by offering exclusive offers to students via Facebook and special deals for newsletter subscribers via email. Enhance sales by curating your customer acquisition and reminder strategies. Resist the urge to broadcast the same message to all users; display specific offers on those networks used by target audiences instead.
2/ Sell more by upgrading user-friendliness and design on a regular basis
Make your offers easy to access by optimising load time and providing direct access to sought-after products
Consumers look down on websites that take longer than one second to load. 25% of users will abandon a page after 4 seconds if it fails to load (KISSmetrics). A 0.3s improvement on their load time allowed the Trainline to increase their revenue by £8 million a year (hobo-web.co.uk). Aim for lighter webpages: compress images, remove useless plug-ins, use caching plugins.
79% of European consumers regularly abandon their shopping baskets (ecommercenews). Once you have optimised your load time, promote easy access to sought-after products by fine-tuning website navigation. Help users save time by offering faceted search that helps them locate products according to precise criteria and allows them to add items to their basket directly from a filtered search.
Streamline the sales funnel and simplify customer experience by using an internal search engine
76% of users consider website user-friendliness to be paramount (Source: e-Commerce Nation). Offer almost-buyers a pleasant experience by helping them locate their products quickly. Adding a search bar to your website is an efficient way of doing so. Pour over the searches that are made and use the information to improve your SEO ranking. Outpace the competition by integrating your most popular keywords into your sponsored link campaigns.
Attract new guests by adapting your website design to the season
Try opting for a new design every season, a guaranteed way of keeping users interested in your brand. Surprise customers with new templates. Inject spring into your template this season. Make appropriate changes for the summer sales, then shift the mood again in time for September. Website design is fundamental: it influences the way your users rate your brand, products and services. Make sure you are broadcasting a look that sells. Reinforce your image by enlisting a professional designer and devising a clear marketing message (discount, sale, special offer, competition,...). Update your homepage on a regular basis, adopt new highlights: new products, bestsellers,...
3/ Enhance sales by assisting users at every step of the order process
Add product recommendations to increase new-customer average order value
Tag product suggestions to your product sheets or to your “cart” page, so as to have a chance at influencing buyers when they are at their most focused. Promote complementary products in the same price range as the added product. At Oxatis, our 'suggestive sale' graphics blend in with your general webpage design.
Boost conversions by adding reviews
60% of guests to a site are happier making a purchase if assisted by a human (LivePerson Study). Create a favourable sales environment by attaching customer reviews to your product sheets. You can collect reviews by sending customers post-purchase emails offering them a discount on future purchases in exchange for sending you a review. Customer reviews and negative feedback help you learn from your mistakes and turn your weaknesses into your main competitive strengths.
Display good intentions by adopting a community approach
Win over customers by promoting a sense of community on your platforms. Encourage customers to exchange tips or recommendations on a platform you put at their disposal. Resist the urge to control content or defend yourself. Just monitor discussions and take steps to meet your customers' expectations.
4/ Adopt both these practices to promote repeat purchases
Combine several communication tools
Combined marketing operations help you build customer loyalty and boost profits. Use SMS and newsletters, read on mobile devices throughout the day, to stay in touch with users wherever they are. Influence prospects by sending appealing offers (incentive events, loyalty rewards...) on a regular basis. Promote a current offer with a newsletter campaign. Follow up with a SMS reminder drafted in urgent terms: 'offer runs out today!'.
Reduce the timespan between two orders by improving customer satisfaction
Remind customers you exist in a way that addresses their expectations. Show off your ability to tune into what they want by displaying all the free services associated with your products. Promote repeat purchases by displaying the following associated services: free delivery, free returns, interest-free instalment plans, gifts upon going above a threshold amount (£50 purchase, for example)....
Keeping track of your conversion rate is essential when it comes to steering your business. Monitor conversions to measure progress made towards your objectives. Use the information to tweak your website for optimal performance. Once you've acquired new customers, it's time to get them hooked on your brand!