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Karabo Tlabakoe

Tactics That Turn Shoppers Into Buying Customers

Every online store’s main goal is to increase traffic and conversations. But even after you have placed together a basic marketing strategy it can be challenging to select which tactics you should try first.

This is the main reason I have put together effective tactics along with some ideas to help you implement each approach. The ideas run from straightforward acquisition to help you generate more repeat purchases from your existing customers.

Try implementing 1 or 2 ideas every day for the next few weeks. On your last day take a look at your stock and figure out which ones best worked to drive new sales.

Before we get into it, with your own understating what do you think ecommerce marketing is? Well with me, I think ecommerce marketing is using promotional tactics to drive traffic to your online store. Converting that traffic into buyers.

You can use ecommerce marketing to launch or promote your online store as a whole or to drive more sales for specific products. Below are a few practical ideas you should try.

Marketing ideas to increase online sales

1. Upsell your products

Most of us have visited Mcdonald to buy a hamburger but end up buying a burger, chips & soda and you would hear a cashier saying, would you like to upsize your order? Its an example of what upselling is. You went to buy 1 item but end up buying more.

For many businesses, upselling can be effective than looking for new customers. Sometimes your customers may not know that you have a premium product available or they need to understand how an upgrade is a better fit for their needs.

For example: Usually, when a client contacts me for logo design, I would offer business cards and letterheads, sometimes a complete brand manual. Sometimes a customer comes for a website, I would offer a website with standard SEO package.

When using Upselling to increase sales consider the following:

  1. Be sensitive to the price range of your customers
  2. Ensure your upsells are related to the original product.

Your product has to fit the customer’s original needs, and they may not be enthusiastic about a higher price point once they have an anchor price in mind. An anchor price is often the first number a customer sees, and it’s the number against which they compare other price points. The new product must be a discernibly better fit than the original for it to be worth the additional cost.

2. Launch a Facebook store

Although Facebook has undergone a number of changes, it remains a viable platform for social media and ecommerce marketing.

It’s fairly straightforward to start making sales through your Facebook store. Better yet, your Facebook store can integrate directly with your Shopify store so you don’t have to keep a separate inventory.

3. Capture more email subscribers

Dollar for dollar, email marketing is one of the most effective channels at your disposal for making sales and generating repeat customers. Roughly 17% of digital marketing spend happens in email, but it contributes 24% of revenue, according to a 2015 study by Forrester Research.

There are too many tweets and Facebook posts for us to keep up with, and email can offer a more intimate interaction. People are still more protective of messages sent to their personal inboxes versus their social feeds. Plus, email gives you the space to say things that can’t fit into a social media post.

4. Improve your email campaigns

It’s not enough to simply capture a bunch of email addresses. You then need to send regular, valuable emails for the channel to be an effective ecommerce marketing activity.

There are many occasions that are perfect for sending emails that your subscribers will actually appreciate:

  • Send a welcome email as soon as a customer makes a purchase.
  • Provide exclusive promo codes and free gifts.
  • Send regular newsletters to alert subscribers of new discount offers, product tips, and, when appropriate, company news.
  • Share relevant content to help customers get the most out of their recently purchased items.
  • Run a BOGO campaign in time for the holidays to promote self-gifting during the season, too.
  • Thank your highest-value customers. Send a personal note expressing your appreciation for their business.
  • Solicit feedback. If someone visits your site but doesn’t make a purchase, ask about their experience and how you can improve it.
5. Make it easy for your customers to get what they want

If your store is poorly designed, then you’re losing customers. But what exactly does a poorly designed store look like?

Besides appearing untrustworthy, the store could be suffering from some combination of the following: lacking a clear value proposition, hard-to-read font, or confusing navigation.

Even when you’ve improved the dimensions above, you could still be making a few design mistakes. Are you properly segmenting your products or are you putting too many products on a single page? Have you figured out the right balance between text and visuals? These are just a few of the many things that you should consider. If your theme isn’t converting well, consider some of the other great themes available on Shopify.

6. Engage online store visitors with Livechat
There are other high-impact ways to engage with site visitors and customers outside of email. For example, you could use live chat to engage with shoppers on your site.

Many live chat tools let you target browsers on certain pages, after they’ve been on your site for a certain length of time, or even after they’ve arrived on your site through an email newsletter. Live chat also enables you to have direct conversations with your customers so you can answer and address customer concerns right while they’re planning to buy.

7. Start a content marketing program

Every ecommerce store should consider blogging regularly to connect with customers and to rank better in search engines. If you’re already creating content, consider actively featuring your blog on your online store.

Don’t forget, there are more ways to take advantage of content marketing than simply blogging:

  • Start a podcast to feature your expertise or build a stronger community
  • Guest post on other websites and blogs to build awareness and generate backlinks, which also help with SEO
  • Create long-form content and guides to help customers use your products more effectively

One unlikely brand that has used content marketing to increase online sales is River Pools and Spas. Their company blog has earned them kudos from New York Times, but they don’t just stick to blogging. In time for the 2018 summer season, they have a downloadable guide featured on their homepage to help customers buy the right fiberglass pool as well.

8. Integrate Instagram

With over 500 million daily active users, Instagram is one of the fastest growing social apps around, connecting consumers, influencers, and brands.

If you take compelling photos, use hashtags strategically, and post at the right times then you’re well on your way to building a large Instagram following of people who are interested in your products. The key to mastering your organic Instagram presence is engagement with your followers.

What are some ways to engage with your audience on Instagram? You may try running contests or going behind the scenes to showcase your product development process. You can also pay to play on Instagram. For ecommerce marketing, adding products to your Instagram posts and stories gives your followers a direct path to purchase, which is key for increasing your online sales.

9. Embrace personalization

Personalization is another effective marketing tactic to drive online sales. Using behavioral data, personalized experiences are served to the visitor, according to their past actions and preferences.

According to BCG, personalization can lift sales as much as 10%, but the opportunity is greater than that. Only 15% of companies are using the technology to its fullest extent.

You can also account for location in personalization to create an experience catered to where your customers are in the world. Someone in southern California may be looking for bathing suits in October, while your Maine customers probably need coats, for example.

Alloy Apparel shows a “what’s popular” carousel of products for online shoppers, but personalizes it with trending items local to the visitor.

10. Reduce abandoned carts

Harsh truth: You’re losing money every time a visitor abandons their cart without purchasing.

This phenomenon is well-studied. Visitors add items to their carts, but abandon their carts during the checkout process. According to the Baymard Institute, 69.23% of shopping carts are abandoned.

Abandoned carts.

It’s worth directly addressing as many hesitations as you can because some shoppers who abandoned their carts could have been reminded to complete their purchase. Perhaps they could have been persuaded with a discount or free shipping, for example.

One simple and effective ecommerce marketing idea to reduce the frequency of abandoned carts is an email recovery campaign, which can convince your visitors to make a return visit and complete their original purchase. Another one is to take advantage of the Facebook Pixel. Having a facebook pixel on your website will help you retarget customers who left your store before completing their purchase.

Move forward with your own online store

Now you have a sizeable list of tactics and apps to help you generate more traffic and increase online sales.

For more marketing tactics, check out our “How to Sell Online”. For useful Shopify marketing apps, check out the Shopify App Store.


 

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