The StyleSheet - For businesses that use the internet

Six Things You Can Do to Increase Revenue on Your E-Commerce Web Site

Posted May 21, 2008 By Caroling Lee |

Many of our clients start e-commerce sites but aren’t sure which online tools to use to increase sales. Below are a few things to get you started:

1. Make your site a resource for your users. Customers are typically searching for product information on the Web. Often, they find products by doing a Google search on a particular topic. Let’s say that you sell cosmetics. Your users may find your site by searching for a particular product, but they could also be searching for something like “best acne treatment”. If that’s the case, having articles, a blog or some other content resource can help your site rank higher in organic searches with results that pinpoint a particular topic. Think about how you can provide tools that visitors can use for personal assessment. In the cosmetics example above, maybe offer a tool to help users determine which lotion or cleanser is right for them – then lead them to the product.
2. Offer discounts and promotions regularly. Whether it’s free shipping or a 20% discount, shoppers love to get a good deal. In fact, more often than not, Internet shoppers are searching the Web comparing prices and deals, so the competition is fierce. Think about offering promotions that accumulate, like a rewards point program or a referral discount. Strategies like these generate recurring visits and loyal customers.
3. Track Web analytics. Web analytics help you determine how your site is being used, and to what degree of success. Stay on top of this so that you can look for patterns. If your users are consistently putting items in a cart and then abandoning it, look into why the process could be keeping them from finalizing the purchase. It could be as simple as moving a button or changing a color. Track trends instead of spikes and dips in the numbers and get feedback through surveys (maybe offer a discount as an incentive). If you provide a promotion, check the traffic afterwards to see how well it did or didn’t do. That way you can focus on the promotions that work well for your customers.
4. Start an email newsletter. Newsletters are a great way to keep in touch with customers on a regular basis. The Internet shopping experience offers the unique ability to interact with your users cheaply, easily and frequently. Take advantage of this and use it not only to promote discounts, but to offer resource information.
5. Capture customer data. This is an invaluable way to find out more about shoppers’ likes and dislikes and customize your communications with them. Suppose you had a specific promotion offered at a trade show, you can tailor your messaging (via email newsletter) to offer specific discounts to a particular group.
6. Provide good customer service. Be responsive to email inquiries and provide a phone number (not just an email address) so customers can talk to a real live person. Nothing is worse for some customers than to have an issue with a product and not be able to get in touch with someone to figure it out. Follow up after the sale is complete and make sure they were satisfied.

Of course, there are countless ways to improve your e-commerce Web site, but starting with these basics will go a long way to increase sales and establish loyal, satisfied customers.

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