Getting visitors to your online store is a great first step, but it can be extremely frustrating when they leave without buying. You’re not alone if you’re experiencing this frustration right now. Many store owners feel it every day.
But there is good news.
The fact that visitors reach your website shows they’re interested in what you’re selling. They found your store and viewed your products, but something stopped them from purchasing. With just a few strategic improvements, you can turn more of these visitors into happy customers.
Today, I’m sharing eight proven strategies that have helped our clients increase their sales without increasing their advertising budget. And don’t worry, these aren’t complex changes. They’re practical improvements that work for every e-commerce store.
Let’s dive in!
1. Mobile-First Design: Over 50% of online shopping is carried out using mobile devices. Think about it: are you mobile-friendly? Ensure you test your entire customer journey and store on mobile devices. For example, buttons should be easy to tap, text should be legible without zooming, and your checkout should be fuss-free on a small screen. A clunky mobile experience will send potential customers running.
2. Make Navigation Easy: Think of your website like a physical store. If your customers can’t find what they’re looking for, they’ll quickly head to the exit. Your online store should be organised with clear and logical categories. You should have a search function that quickly delivers the right results. Keep your menu navigation easy to follow and help your customers to have a smooth journey. Don’t make them hunt for what they want!
3. Improve Your Website Speed: A slow website will frustrate your customers and dramatically impact your sales. Most visitors expect website pages to load within 2-3 seconds. Optimise your product images, use a high-quality hosting company, and regularly check your site’s speed on your computer/laptop and your mobile device. A fast site equals happy customers (and more sales!).
4. Showcase Your Products Effectively: Use high-quality photos to show your products from multiple angles. Include lifestyle images and videos, where appropriate, to help customers envision your products in their lives. Your product descriptions should be clear and answer common customer questions. Don’t forget to include additional details such as size guides, specifications, material information, and more. Give your customers all the information they need to make a confident purchase.
5. Use Social Proof to Establish Trust: Social proof is a secret weapon that every online store can benefit from. Showcase reviews and testimonials from your happy customers. When customers share photos using your products, ask them if you can feature their images on your site. Don’t forget to include any awards or media features on your site, as these all build trust with potential customers. Seeing is believing!
6. Simplify Your Checkout Experience: Each additional step at the point of checkout is an opportunity to distract a customer or cause them to abandon their cart. Limit your checkout process to no more than 3-4 steps, from clicking “add to cart” to completing a purchase. Remove any unnecessary form fields, and let customers use the “guest checkout” functionality to avoid the friction of forced account creation. Make buying from you as easy as possible.
7. Create Real Urgency: Urgency is a great motivator. However, it must be genuine. Fake urgency or scarcity will damage trust and your reputation. Examples of real urgency include showing when stock is running low, displaying limited-time offers, and using countdown timers for special promotions. Real urgency (in moderation) can be highly effective.
8. Make Support a No-Brainer: It’s common for customers to have questions before purchasing. Your goal is to make it easy for potential customers to get answers. If you have a team, consider adding live chat to quickly help customers while they’re on your site. You should also create an FAQ section to give customers a self-help option that answers the most common questions. Quick responses to customer questions can mean the difference between an abandoned cart and a new sale. Be there to help!
