Easy Changes That Anyone Can Do
These days a crappy, unfriendly online store has no excuse even if it sells only one product. E-commerces are on the rise, being a given that if you want a scalable business you will sell online as well. I think there is no point in arguing about how vital e-commerce is these days, but if you are just starting out in this field let’s check some background info first:
Ecommerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions. Ecommerce is often used to refer to the sale of physical products online, but it can also describe any kind of commercial transaction that is facilitated through the internet.
Whereas e-business refers to all aspects of operating an online business, ecommerce refers specifically to the transaction of goods and services.— Shopify’s definition
I’ve been an e-commerce marketer for 2 years now and I’ve picked up on some small but important changes that can drive more traffic and conversions to any product selling website.
Even if you are just starting out with a few products or if you are already quite a big online store consider these 5 ways to optimize your website:
1. At least 3 calls to action on the homepage
I am sure you know this already, but what your homepage directs the users to is vital for the progression of a session. Make sure that if you have just a few products you add buttons that lead potential customers directly to the product pages and if you have where to choose from be sure to have buttons that link to your best selling categories and your best-selling products as well.
2. Menu order & product order
Update your menu order and product order every 2 to 3 months based on your analytics (you are already using Google Analytics, right?). Your most popular categories should be at the top, of course, along with a most desired category (you can call it how you want), here you will have a combination of most sold and viewed products (10 to 20 itmes).
3. Related products in the cart
Of course, product suggestions are important, but where to place them? You most likely have a related product already on your product pages. Let’s add one to the cart page as well, when the user goes to review their order they will see some suggestions that they might want to add to their order. Make sure the suggestions are related to their products from the cart, they should be helping them for their end goal, don’t just show the same product in different colors.
4. Try FullStory
How do you check user sessions on your website? It’s important to spot potential problems before they are reported and make sure that the journey from the homepage to place the order is a smooth one. For that, I recommend FullStory (no affiliate link), a tool that will help you view user sessions and will provide analytics that you are usually not seeing in Google Analytics.
This is a no-brainer, right? Sending a weekly/bi-weekly/monthly newsletter (depending on your brand) is great for connecting with your customers and for keeping them informed. But I want to highlight that is vital that these newsletters offer more than an invitation for them to buy again. Sure, you will have links to relevant products in there, but strive to offer some valuable information as well. From styling tips to the latest news from your industry, give them something that helps them as well and they will be more likely to return to your brand.
These are the first changes that I would make to improve my e-commerce, and while they seem small these add up month by month.
Did you know?
The history of ecommerce begins with the first ever online sale: on the August 11, 1994 a man sold a CD by the band Sting to his friend through his website NetMarket, an American retail platform. This is the first example of a consumer purchasing a product from a business through the World Wide Web — or “ecommerce” as we commonly know it today.
Did you find this article useful? Would like more in-depth info about improving your e-commerce? Let me know in the comments.