You’ve spent a good amount of capital into starting your own business. You have a great product, or a high-class service. You’ve created a wholesome online catalogue, and people are browsing everything you have to offer. It’s all so exciting. Welcome to the digital marketing where the limit is almost literally your creativity.
Are you aware of one of the biggest advantages of using a website as a global marketplace? It is in how easily tweakable it is! And the changes you make can be done so fast, so you have better time to adjust to the changes happening in your market or with your customer base.
Unlike store expansions or, let’s say, floor changing that might require a lot more hard work (and definitely time), a website can always be polished at any time. Even if you’re doing well, there’s always room for improvement that ultimately leads to better efficiency and more sales.
Let’s talk about 8 essential tips you need to know to boost sales on your webpage.
Create SEO-optimised contents
You can spend days, weeks, even months building up fabulous content for your website, that has all the uniqueness your business has to offer. But if you’re not utilising the power of SEO-optimised content, you’re probably missing out on a lot. SEO stands for Search Engine Optimisation. In short, it is when you use the proper keywords that help your page be found on search engines.
So, it is essential to firstly research the industry in which your business dwells in. See what other products are on the offer, and the keywords that are already widely used to describe the products or services. For instance, you could have come up with real fancy names for your range of lipsticks, but if you forget to include the word ‘lipstick’ anywhere on your page then you might just be missing in the visibility pool.
So, come up with other ideas of what you think people will most likely type into search engines when they’re looking for a product or service. It does you good to study and research the popular words on the internet right now, as well as sensible keywords relating to your business. This helps attract visitors to your website that could potentially become buyers!
Use concise, but descriptive titles
Since the digital marketing era, and with the advent of social media, you can’t disagree that people nowadays are bombarded with way too much information than most can handle. With that said, you bet so much information gets lost in the stream of everyday living. It pays for your website to be concise, straightforward, while still maintaining a good deal of essential information.
If you offer products on your website, you want visitors to know what they’re seeing by using product titles that are descriptive, yet concise, so that the words don’t take away too much attention. It’s a good idea to have the more in-depth description in a separate box, or you can utilise drop-down button option. The same goes with if you’re offering services.
If you ever worry about descriptions not including any other information that could be misunderstood by visitors, pool that into a separate page dedicated to FAQs. This way, not only do you keep the look of your website clean, it also saves repeating customers from having to face the same words over and over. Speedier overall navigation throughout your website leads to faster transactions being made!
Be original and let your personality shine through
With so many similar products and services being around both online and offline, how do you make your business stand out? The answer to that might be cliché, but worth every boredom that comes with it every time you hear it: personality.
It’s never a good idea to copy what someone else is already doing. Especially when it comes to webpages, you clearly don’t want to use the same generic title descriptions, otherwise your selling point will be highly diminished.
People like to know that what they’re dealing with is a business run by someone with a strong personality. And if you ask why, it’s because a strong personality gives the impression that you’re a pro in your field, who knows exactly what you’re doing. Plus, a touch of uniqueness to the presentation of your product is a great selling point, since it makes people feel that they’re getting something different, rare, that isn’t already available everywhere. It’s quite the psychology playing out here.
Depending on your industry and what kinds of stuff you’re selling, take into consideration as to what extent your uniqueness is acceptable. Whilst clearly you don’t want to be bland and boring, you don’t want to be zany and absurd to a point where it drives potential customers away either. Shine your uniqueness, but maintain professionalism and trustworthiness above all.
Design easy navigation throughout your website
Sometimes, simplicity is best. Especially when you consider how terribly complicated life already is. Even though you have advanced products that can handle a lot of difficult tasks or fabulous services that offer a diverse range of customisation, make sure your website is clean, tidy, and most of all, easy to navigate around.
On your very front page, you want visitors to see what your business is about and why you’re good for them. But that’s not enough because with internet selling, your visitors can’t see nor touch the products being promoted. It’s a great exercise to provide high quality pictures of your products from multiple angles. It’s all about the experience. You want visitors to feel as if they are getting to know everything to know about the products; from size to ingredients, and so on.
What’s more important is how they can procure these bits of information on your website. So, a well thought-out design is essential, so you don’t lose potential buyers to frustration from not knowing exactly what they’re looking at. It is especially important to keep in mind an easy navigation nearing the check-out process. The internet is free and nobody judges you if you leave a shopping cart midway due to complicated payment process that just drains your shopping excitement.
So again, design is key.
Connect through Social Media
Social media is king of information sharing, if you haven’t already known. People love to share pictures and tag brands along to show other people where they’ve got something cool.
It’s a great thing to connect with your customers through social media and promote your products there. Especially, platforms like Facebook and Instagram have a Business Page or Business Tools to help you track social activity on your page and how many action have been taken. You can always showcase a link to your official website on any social media platform so it’s super useful to attract traffic to your webpage, which you ultimately wants to convert into sales.
It pays to share customer testimonies too. Any feedback made by social media users, be they praises or complaints about your products, can always be made into analytics for your own product development. This way, you are making sure that you’re always on the know of your market and customer base. People change their behaviours all the time and new products are sprouting every day. Maintaining a social media account or two gets you up to date with all the trends, so you’re always ready to adjust and keeping yourself on top of your game!
Send out autoresponder emails
Autoresponder emails are emails carrying news of your business’ activities through scheduled delivery. You can attract visitors to your website to subscribe to a mailing list by providing their email address through a link or drop down menu you have provided on your homepage.
Newsletter subscription is especially useful to keep your customer base updated of any promotions, and new stuff coming out. You could also use these automatic emails to collect feedbacks by sending out a link to a survey or questionnaire page you have created elsewhere.
Keep in mind that since you’re clearly not the only business sending out newsletters, make sure yours stand out from the crowd, but not overbearing. Keep it concise, straightforward, but exciting as it is useful. Newsletters are a good way to spread word of your business around too, as it’s easy for your subscribers to forward emails to friends and family. So, make sure your emails are interesting, also light in size and mobile-friendly as most people will receive your emails on their smartphones first.
Send out trigger-based response email
Ever had that experience when you’re at a shop about to check out, but decided not to proceed? For some reason you just think it might not be the right time; or suddenly you’re thinking maybe another shop has a better bargain. The same can happen with internet purchases. Sometimes people are browsing your website to check availability, or just calculating certain cost for their purchase. Don’t be disheartened, after all, they could be preparing cash for a purchase in the future.
But what if they forgot? What if they found another business offering similar products or services? This is where your trigger-based response email could save you from losing a sale. It’s good to send out a friendly reminder of their previous browsing activity, but don’t send it too soon. Leave space for a day or a couple, so you can be sure the potential buyer has had a considerable amount of time to think upon their choices.
It’s always a good idea to send out something that shows you are here to support them instead of just pitching in sales. Your email can ask them if they didn’t find what they were looking for, and that any query or feedback can be directed to you through an easy-to-click link (or they can simply reply to your email if that’s an option).
Provide Customer Review section
People want to know whether or not you’re a trustworthy business. Most of all, they want to know if what they’re going to spend on is worth the hard-earned pennies. Whilst digital shopping cannot provide the experience of being in the presence of the very item, your ‘customer service’ can help give them an idea. It’s not customer service per se; rather, it’s customer reviews. It might surprise you just useful this tip is.
Imagine you’re at a store and want to know what a certain product does, you ask the staff; or, if it’s a service you’ll want to speak to the concierge, right? They give you an overview of how you can benefit. Sure, visitors to your website can always send you a customer query if they’re interested enough. But, wouldn’t it be a lot faster if you could provide this information before they even ask?
Many people are afraid about this idea for fear of terrible reviews. However, if you look at the bright side, one bad review is not so bad amongst, let’s say, 20 or 50 good reviews. Plus, if you’re serious about your business, you can take the bad reviews as feedback to improving. There is certainly very little to lose with providing a Customer Review section on your webpage.
Most of these tips may make you think they require extra work. But it’s always going to be worth the increased sales. And isn’t that exactly why you’re reading this? Plus, these tips are an essential, and mostly should be set up from the beginning. They’re extra customisations that are designed to be a set-it-up-then-forget-it aspect of your website.
Even if you have somehow missed some of these tips, it’s never too late to make extra adjustments. Try what you think will work for you, and always experiment on what aspects are affecting your sales positively and what doesn’t work at all. Your growth is key to keeping any business.
With an online catalogue, if you set things up correctly early on, maintaining order is an easy task in the long run. Then, you can just focus on the more important things such as promotional events, product development, customer service, and counting revenue.