Before we start diving into some commonly overlooked methods for converting your traffic, let’s start with an important recognition: your traffic is composed of human beings. Now, I know this may state the obvious for some, but many entrepreneurs develop a product as they see perfect in their own eyes – which is fine – but they forget that they are marketing it to a vast audience with a range of human inhibitions, which have evolved into the age of e-commerce to prevent our weak selves from purchasing every single interesting item on the internet. Traffic converts statistically. Humans convert through prepping. In this article, we’ll talk about pushing your online shopping cart into your audience’s comfort zone.
You’ve started bringing in traffic to your website, having followed all the best practices for organic optimization and paid campaigns throughout Google and social media. Now What? How do you make these visitors go through the entire sales process of both placing items in their shopping cart, and making it through the checkout process? What you need to understand is, that even the most experienced online shoppers don’t like to flip out their credit card the first time they land on a new website. They need convincing, and nurturing, to assure them that they are making a smart purchase. If it’s a product that they don’t necessarily have a necessity for such as fashionable clothing (although a few women may argue about the definition of “necessity”) – then they’ll want to look through, maybe save a few items, then come back later when they feel they have waited enough time for the purchase to seem less impulsive. If it’s a product that does come with a certain necessity – your visitors may want to start a comparison process with your competitors before crowning your product as their number one choice.
First thing’s first – get your visitors to sign up. All you need is their email, and to receive it – you need to offer something tempting in return. Whether it’s a 25% discount on their first purchase or a free e-book – it needs to be worth the risk of receiving dreary emails. Once the email is submitted, the process begins.
Get your foot in the door. Your visitor’s first purchase is the most difficult purchase to make. Buying may be automatic when you’re in a familiar store, but you’ll likely to take longer to make a purchase at a new one. Give your visitor a very valuable offer – more tempting then the one you used for the signup; even if it’s not very profitable for you, it will become profitable when this client returns for more purchases. Give them an offer they can’t refuse, and put a time limit on it to drive them to action. Let them think you’ve gone crazy – as long as they rush to the checkout.
Now, time for your main product sale. Don’t bombard your client with emails. After the “thank you” confirmation email from their first purchase, wait a bit for the next push. The next time you contact your client, you should start to drip offers of popular products that you want them to buy. The likelihood is that they’ll wait to receive the first order, feel an overwhelming satisfaction with their smart purchase, and only after that they will give in to the temptation of your additional products.
Supersize the meal. When your client is already in their “shopping zone” – it’s easier to push additional products to upsell their purchase. They already have they credit card out – so why not maximize your profits? You may not care too much about the 5-pack of underwear when you enter the store, but after filling your cart with 5 dresses and heading to the cashier, you’ll be much more susceptible to adding one more item – you’re now in buying mode. Suggest some recommendations for additional products to your client once they reach their shopping mode. It may be a complimentary product, or it may be a VIP card for monthly discounts. Either way – if you managed to add another purchase – you’ve actively increased your profit beyond the visitor’s buying intent.
Your final step in the email marketing process is lead nurturing. Segment your clients into categories and create tailored emails for a relevant and personalized approach. The more specific you are with your targeting, the higher your conversions will be. A visitor that only entered their email and then disappeared should not receive the same message as a long-time loyal customer, as they are in different stages in the sales process.
Increasing e-commerce sales is a never-ending story. As competition grows and brands compete to be creative and unique – you need to make sure you are making use of the many different marketing platforms available, and think out of the box for delivering your message in a way that resonates with your target audience. Email marketing is a classic tool, and it should be one of many methods for growing your relationship with your clients.