11 things to do after you drive traffic to your e-commerce website
“Hey, Ashford are having a holiday sale . Do you want to go see if there’s a discount on that watch you wanted to get?.”
This is the sort of commonplace line you’re bound to hear on the streets during holiday season. This is hardly surprising, considering how online retail has grown in leaps and bounds over the last few years.
However, there’s a catch. Almost 98% of users that visit an online retail website drop off without buying anything. A significant part of an Ecommerce marketer’s budget and efforts are focussed on bringing back high-intent drop-offs and encouraging them to complete the purchase.
While you keep those efforts going, here are 11 effective tips that can help you engage your website users and eventually grow your sales.
- Build online trust – With online sites mushrooming in every category of products and services, customers remain wary of virtual brands. They might have a lingering doubt about which brands to trust and the ones to avoid. Be transparent and let users know that they can trust you. Remember to include information about your company, contact details, warranty conditions, security certificates, customer care numbers, and so on. While asking users to sign up, always tell them how you intend to use the contact information. Use this rule while requesting opt-ins for push notifications and emails as well.
- Tell them how different you are – Often new products that are available on your website could be hidden deep within your product pages. Make sure that your home page talks about new products, exclusive features or offers that might interest the user. For instance, a person that loves collecting hand crafted products, might be excited to know that you have in stock a pocket notebook made of handmade paper, dried leaves, and pressed flowers. Not just that, the notebook can be customized with her name or a sketch of her picking.
- Encourage website visitors to share their email IDs – It is a good idea to have the sign-up link for new customers on every page of the website. This usually results in more number of visitors registering themselves for the site, who may consequently turn into customers. Ensure you notify them about the confidentiality of the information shared by them. Throw in a deal. As a welcome offer, share some first-time coupons or discounts, which will tempt them to buy products they like.
- Remind registered customers about their wish lists and carted products – Statistics show that almost two-thirds of visitors to any e-commerce website scan through the products, shortlist a few, and add them to the cart, but log out of the site before making a purchase. But there’s something you can do about this. Sending personalized reminders to such users and drive them back into the purchase cycle.Push Notifications on website and apps can help you reach your audience faster without having to wait for them to access their emails or a third party website. Offering some good deals or coupon codes or providing free shipping may also help close the deal.
- Personalize – Break away from the marketing clutter. Send highly personalized and relevant messages to your users. Use different channels like Browser Push Notifications, Display ads, Facebook, emails and connect with your website users on a platform of their choice. For instance, a welcome email to a customer who has just registered, Facebook ads sharing offers and discounts on products that the customer has carted, push notifications to send price drop alerts for products that the user had checked out earlier, emails with birthday wishes and special bargains for those special occasions.
- Focus on website experience – Make your website user-friendly and include enough breadcrumbs to allow easy navigation through the product categories. Simplify search, include persona-based recommendations and enhance your user’s website experience. Also make sure that your website is visually appealing with the right balance of text and visuals. Include a live help or chat option to connect with website visitors immediately and help them discover relevant products.
- Avoid hidden costs – Whether we’re shopping at a brick and mortar store or buying goodies online, none of us like to see a last-minute spike in price just when we’re about to pay. Keep this customer emotion in mind and avoid adding extra costs to the transaction at the time of checkout. Include taxes, shipping charges or any other costs right on the product page. This prevents cart abandonment and helps users with a quicker buying decision.
- Simplify the checkout process – When you’re serving ads to your users, make sure the push notifications are deep linked to the exact page/product it was referring to, making the notification relevant and value-adding. Have a checkout procedure that is short and simple, instead of interrupting a smooth flow with random and irrelevant forms to fill out and such. Neither let unnecessary advertisements pop up in between nor ask the customer for information such as anniversary dates, which may not be relevant to the transaction. You can request such information later through emails. A lengthy check-out and buying process will discourage users from coming back for a repeat purchase as well.
- Boost testimonials and customer feedback – Great feedback and testimonials can play a very important role in influencing buying decisions. Encourage customers to provide their reviews on products that they have just bought . In addition, find out if they’ve had a great experience with your brand right from the website, shipping and the quality of the product delivered. Use Social networks to promote such posts and let the word spread which brings us to the next point.
- Work towards better social media engagement – Put in consistent efforts to launch and maintain your social media pages on Facebook, Twitter, LinkedIn, and Instagram. Regularly upload blog posts, images, product and service updates, offers, and any other useful information on these pages. Link your social media pages to your website for easy access. This will help you advertise your brand better and will also help you stay connected with your audience.
- Mobile-optimized website– Our lives are almost dictated by technology today. Keeping the assortment of devices that a user might pick to access your website, your eCommerce website must be built in a way that is accessible through any device, be it a smartphone, a tablet, a notebook, or a laptop. It may rarely happen that a customer who visits your site for the first time using his laptop will continue to log in to the site from the same device. Also, with Google shifting to a mobile-first index, engaging mobile website users is going to be critical. Switch on notifications to be sent out from your mobile website and stay in constant touch with your users.
The success of your e-commerce website, and consequently your business, does not depend just on the volume of traffic that is directed to your website. You have to keep track of, and implement marketing practices that would convert this traffic into happy customers. That, more than anything, will be the true measure of success for your brand.
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