The e-commerce industry is probably one of the most competitive at this moment, globally. Therefore, having a successful online shop is not an easy task at all, let alone always growing your business and your customers' base. There are, although, some steps that, if followed, can really help you achieve your goal.
- Context MattersYour call to action has to fit in with the rest of the copy you have on the page. In this case, put a shopping-cart-related call to action on a page that talks up the product you’ve created or in an article talking about how your product solves a particular problem. It would not go well in an opinion piece about news within your niche.
- Keep it Simple
Your consumer need to find the right information fast. Don’t overcrowd the message by having a heavy environment or many information popping out. It’s important to make the consumer journey as fast and easy as possible. Nothing forced, just flowing. Guide him without letting him feel he is guided. The body of your copy is the place to talk up your products or services. The call to action is what convinces consumers to start shopping.
- Product reviews
Sometimes the best advocate for your online shop and product are your customers. Your product descriptions – something we’ll cover late – can only do so much to convince folks to part with their money. Allowing your customers to review products they’ve bought lets them express how they felt about the overall experience and the product itself. Plus it’s the perfect way to get your products validated by a third party. According to Reevoo, quoted by Paymill.com, “reviews produce an average 18% increase in sales, and having 50 or more reviews on a product can increase its conversion by 4.6%”, while MarketingSherpa considers that 58% of consumers prefer sites that offer reviews.
- Placement Matters
Most of the time, a call to action works best when placed at the end of your copy or content. If your particular business makes use of the long-form sales page, putting the call to action higher up is a good idea. You can highlight the benefits of your products and encourage people to buy.
- Make sure you use quality images
Since the technology has evolved so far and one can take a great quality picture, at a high resolution, even with the smartphone there are no more excuses for not using the best pictures possible for your products. You can not only use images to highlight your product’s qualities, but also show it in use to help visitors visualize how the product can be used everyday.
- Great product descriptions
Making it easy for the customers to find the right information and teaching them about the product they are interested in. The writing should be focused on you target and its needs, therefore the tone of voice should be adapted to that. It’s important to focus on the product’s benefits and to keep the language simple, avoiding as much as possible the jargon and write short sentences to help the readability.
- Build Excitement
You need to build up the product or line of products in customers’ minds before asking them to buy. This way, there won’t be any doubt about if they want to take the action you’re calling on them to take. Talk about or show how beneficial what you’re selling can be in the buyer’s life.
- Be Active, Not Passive
“It would be nice if you bought my stuff” is not the same as “Click here to start shopping.” Passive implies that you aren’t sure if you want them to do the thing you’re asking them to do. Active voice removes all doubt about your expectations, shows confidence in your products and brands, which it will bring confidence for the customers as well.
9. Try and have pages as clickable as possible
It helps if you make your call to action an actual clickable link — preferably to your shopping cart (which can say something like “Cart empty! Start shopping here”). This saves the viewer the time of searching for the thing that helps them do what you want them to do. As said earlier, making things easier and comfortable for the shopper only helps your business and your sales.
- Show related products that would look great next to the product they already have in the cart or that would fit perfectly. For example for a photo camera a memory card or different lenses. People tend to buy more this way. It’s an opportunity to increase revenue because it shows items visitors may not have otherwise been looking for and it takes them to pages they may haven’t been interested in entering.
- Easy and safe payment
One of the biggest concerns that people address when it comes to online shopping is the safety of their payment. Make sure you have a trustful provider and that you make the process as easy as possible. Offer them different payment methods, don’t force them to sign up for different offers or newsletters, don’t ask them a bunch of unnecessary information, make sure the checkout page matches the rest of the store. Those would be just some easy, but really important pieces of advice.
- Test, Change, Test Again
Having an online store means constant work of improvement. Even if you have constant growth and awards won, there is always something you can improve. Therefore, test and keep on always testing your website. After all, the final goal is to always keep the costumer happy and wanting to come back and bring more friends along.