Ecommerce Marketing Tactics to Drive Sales

Want more traffic and more sales for your online store?  Of course you do. That's why we put together some marketing tactics - with the tools to implement each of them – for you to put into action today.

If you're wondering whether you're doing the most you can to get as many visitors to your store as possible, then this is the post for you. The tactics we've put together range from triggering a special discount just as a customer is about to exit from your store, to creating emails for customers who have placed items in their shopping carts but failed to complete the purchase.

Upsell Your Products

"May I interest you in this upgrade?" Most of us have heard some form of that question. It's an example of up selling, or the effort of merchants to sell you a slightly more expensive product when you consider a product.

And guess what? It works. According to Econsultancy, up selling is 20 times more effective than cross-selling online. Sometimes your customers don't know that a better product is available, or they may be convinced that a different product may be a better fit for their needs.

Are one of your products made of slightly better leather? Or carry a special component that's handmade? Make sure to emphasize the difference, and ask if the customer might be convinced to make an upgrade.

There are two keys to upselling: 1) Making your upsells related to the original product, and 2) Being sensitive to the price range of your customers. Just keep in mind that your product has to fit the original needs of your customer, and that they may not be very enthusiastic about a higher product price once they have an anchor price in mind. The new product must really be better than the original.

Here's an example of a product upsell: Take a look at how Apple sells iPads. Basically every option in the red box below represents an effort by Apple to convince customers to switch to an iPad that gives Apple slightly better margins.

Reduce Abandoned Carts

You're losing money by missing out on potential orders. But don't take it personally. Every online store is missing out on potential orders.

The phenomenon is a well-studied one: Customers add items to their carts but abandon their carts during checkout. According to the Baymard Institute, 67.45% of shopping carts are abandoned before they're completed. Think about that for a minute. Your sales are one-third of what they may potentially be.

It's worth the effort to resolve as many hesitations as you can, because a significant percentage of those who abandoned their carts may yet be convinced to complete their purchase. Perhaps they can be persuaded with a discount, or the offer of free shipping, or maybe they never even meant to exit from their cart in the first place because their computer crashed.

One simple and effective way to reduce the incidence of abandoned carts? An email recovery campaign to convince your customers to complete their purchase.

So go ahead. Craft a good email that entices your customer to return to their cart. This is also a built-in feature for our Ecommerce platform, that allows you to be more successful in your business.

Capture More Email Subscribers

Email is one of the best channels at your disposal in online marketing. It drives traffic to your store, supplements content marketing, and outperforms both Twitter and Facebook for generating sales.

Email marketing works.  Want some data? According to recent research and surveys:
- Email has an ROI of around 4,300% (according to the Direct Marketing Association)
- 80% of people say they receive marketing messages alongside their personal emails on a daily basis.
- 70% of people make use of coupons or discounts they learn about from email.
- 60% of people say that receiving special offers is the top reason they subscribe to an email list from a business.
Think about it. There are way too many tweets and Facebook posts for us to keep with, but people still cherish new messages sent to their personal emails. Plus, email gives you the space to say things that just can't fit into a social media post.

Email marketing is a native solution with PMGCommerce.

Improve Your Email Campaigns

It's not enough to capture a bunch of email addresses. You actually have to send them regular emails. There are lots of occasions for sending emails that your subscribers appreciate.

For example, send out a welcome email as soon as a customer signs up. These have among the highest open rates of any marketing emails.

Or, write an email to let your customer know that his order is being processed and is on the way out. He'd love to know that what he ordered will be arriving soon.

One more example for you: Send out regular newsletters, and let subscribers know of new discount offers, product tips, and fun company news.

Make It Easy For Your Customers to Get What They Want

If your store is badly designed then you're losing customers. What exactly does it mean for your store to be badly designed? Besides looking untrustworthy, your store could be suffering from some combination of the following: lacking a clear value proposition, not writing good product descriptions, and difficult navigation.

And even when you've improved every dimension above, you could still be committing some ecommerce design mistakes. Are you properly segmenting your products or are you putting too many products on a page? Have you figured out the right balance between text and visuals? These are all things that you should consider.

There are lots of ways for you to improve your store along with a good marketing plan in place.

Generate More Product Reviews

According to the online magazine Internet Retailer, you can increase your ecommerce conversion rate by 14-76% by adding product reviews to your online store.

Why? For two reasons:

First, social proof: Product reviews are a form of testimonials. You see immediately what people are saying about a product that you're considering purchasing.

Second, SEO: Having product reviews increases the amount of content on a page and also increases the probability that you hit a few long tail keywords.

For both these reasons, adding product reviews increase sales or simply asking your new customers to review products.

Engage With Your Visitors

It's not just asking your visitors to subscribe to your email newsletter. There are other ways to engage with them on your storefront.

For example, you could direct your visitors to your social media profiles. Do you have a gorgeous Instagram feed? Are you actively managing your Facebook page?  Make these "follow" buttons more prominent on your homepage. Feature your blog more actively. Every ecommerce store should be blogging regularly, to connect with fans and to rank better for SEO.

And also, why not try offering promotions on your products? Everybody loves a special sale. What's one way to do all of these more effectively? Try using an on-site pop-up to capture emails, link to your social media profiles, or promoting a product. p>


Running a successful Ecommerce store is a full-time job; with Perspektive Media we can help you become more successful with more features built-in to be successful. Contact Perspektive Media today to discuss your current platform or if its apart of your businesses strategic plan to get digital in 2018.

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