Anyone who sells a product or service online can tell you that over the last few years, if you aren't laser focused in your SEO strategy and execution, that is is nigh impossible to compete for top organic placement in the search engines.
Because of this, it is more important than ever to build some crucial components into your online store that will help you capitalize on all of the traffic that you receive and squeeze as much money out of each customer that you can. In today's post, I'd like to talk about five easy ways to grow your online sales. Things that you can do right now, to increase the revenue from your online store.
1. Cross-Sell Additional Merchandise
Cross-selling other products or services on your website is an easy way to start generating additional revenue from the traffic that you already receive. The same way that brick-and-mortar stores lure you into buying a Tide To Go Pen or a small toy for one of your children, you can leverage valuable real estate on your product pages by adding an "other customers purchased" or "other popular products" section right under the product you are trying to sell and lure your customers into spending more money with you.
Every time I've made this recommendation to a client and they've implemented it, we've seen the average order value (AOV) increase, in some cases dramatically. If you are in the eCommerce business, this is a KPI that you should be monitoring religiously in your Analytics.
2. Take Advantage of Prime Home Page Real Estate
I can't tell you how many ecommerce clients I've worked with that don't display any products or services on the home page of their website. Another quick and easy way to increase online revenue is by taking the product you are most well known for (or want to be most well known for) and prominently displaying it somewhere above the fold on your home page.
You might also use that space to generate visibility for high margin products, most popular products, new products, loss leader products, or your latest sale or promotion. TEST THEM ALL!!
The important thing is that you are quickly introducing what you have to offer to your potential customers if they enter through your home page, instead of a category or product page. This will help increase their interest and help guide them to the pages that will grow your revenue.
3. Start Collecting Email Address
This one is pretty straight forward. If you are not collecting customers or potential customers email addresses, you are missing out on loads of revenue.
You can capture e-mail addresses many different ways, here are some of the more popular ways:
Opt In Popups (Also Called Lightbox Popups) - Ask anyone who comes to your site to join your mailing list to get exclusive deals on your merchandise.
Offering Incentives - Offer something for free to capture an email address. You can offer a discount code, white paper, ebook, or something else your potential/current customers value.
After you collect the email addresses, you will want to segment them based on what they signed up for and set up a drip campaign to continually communicate and market to them.
4. Watch For Cart Abandonment Issues
Let's face it, we've all abandoned shopping carts more than once in our lives. It's no different when you are on the other side of the fence (as the online retailer), you should expect that cart abandonment will happen at some level.
Customers abandon shopping carts for many different reasons ranging from simply running out of time all the way to the cost of shipping being outrageous. The good thing for you is that you can make some small tweaks to help you recapture some of these lost sales. Here's what you can do:
- Keep your shopping cart active for more than one day. This means that when someone who abandoned their cart returns to your site at a later point in time, their items are still in their shopping cart. I recommend keeping it active for at least sixty days.
- Make sure that when a shopper returns to your site that they see the cart is still filled. Amazon does a great job at this by putting a number next to the shopping cart in the right hand corner of the screen.
- Email the shopper a few hours after they abandon their cart. Obviously this one only works if you collected their email address during their session.
- Retarget those who abandon their cart with display advertising on sequential sites visited by the customer.
5. Split Test, Split Test, Split Test
I think you probably get the idea here. There's nothing more powerful than continually testing your landing pages and building the "ultimate page" that converts every single visitor that comes to your site (okay, maybe not every visitor, but you get the point).
Split testing is soooooooo easy with Google's Content Experiments platform. In just a few minutes you can set up a split test and start serving your new landing page to a random sample of your visitors. By continually testing, you can start converting more and more of your visitors to buying customers.
Those are my top five ways to help grow your online sales. I'm sure that there are other great ways to generate more revenue from your online store, so if you have additional pro tips that you'd like to add to this post, please do so in the comment section below.