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Instant Online Success
Listed under: One Voice
Published: Thursday, May 13, 2010
Chris Barling, CEO of ecommerce and EPOS supplier, Actinic http://www.actinic.co.uk, shares his top tips for boosting sales during hard times
Back to basics
Shopping online can be very impersonal, so add a human touch whenever possible by responding to all emails immediately. Do it personally, not with an automated acknowledgement, and try adding hand-written notes to all your orders, or including a small free gift with larger purchases. Offering discount vouchers for your customers’ next transactions is also worth considering. It is also important to encourage feedback, and ensure you use it to give your site a competitive edge.
Smarter marketing
Don’t rush to cut marketing budgets. Experiment with different channels, and balance cuts in one area with growth elsewhere, ensuring you monitor your return on investment, and spend it accordingly.
Cultivating existing buyers is very cost-effective, so subscribe to an email marketing service to promote your new stock, and offer exclusive deals with limited deadlines. And, make sure you measure what produces results, and what doesn’t.
Increase sales by going international. Amazon or eBay marketplaces are an easy way in, and using Paypal will help reduce the number of fraudulent transactions.
Ask yourself if your Search Engine Optimisation (SEO) is up to scratch. SEO is about using the right keywords so people can find you, and tools like Wordtracker and Google Analytics will allow you to see exactly which words and phrases customers are using to find your website.
Winning customers online
Having engaging content is the key to turning casual browsers into returning shoppers. Introducing videos to demonstrate products in action, or ‘how to’ guides will also add value.
It is also vital to refresh your website content frequently to show customers your business is active, so try adding a news stream of relevant breaking stories, or links to useful articles. Customer reviews will also add new and engaging material to your site, especially if you use a third party so people know you can’t manipulate the comments. My experience shows that sales can grow by ten percent or more by doing this, and trust will also increase.
Social networking is another simple, free way of connecting with customers. Ask which ones they use via a poll on your site, and add ‘Follow Me’ links on your home page. Make sure you keep up with the conversations on social sites, and post helpful comments regularly.
Shopping online can be very impersonal, so add a human touch whenever possible by responding to all emails immediately. Do it personally, not with an automated acknowledgement, and try adding hand-written notes to all your orders, or including a small free gift with larger purchases. Offering discount vouchers for your customers’ next transactions is also worth considering. It is also important to encourage feedback, and ensure you use it to give your site a competitive edge.
Smarter marketing
Don’t rush to cut marketing budgets. Experiment with different channels, and balance cuts in one area with growth elsewhere, ensuring you monitor your return on investment, and spend it accordingly.
Cultivating existing buyers is very cost-effective, so subscribe to an email marketing service to promote your new stock, and offer exclusive deals with limited deadlines. And, make sure you measure what produces results, and what doesn’t.
Increase sales by going international. Amazon or eBay marketplaces are an easy way in, and using Paypal will help reduce the number of fraudulent transactions.
Ask yourself if your Search Engine Optimisation (SEO) is up to scratch. SEO is about using the right keywords so people can find you, and tools like Wordtracker and Google Analytics will allow you to see exactly which words and phrases customers are using to find your website.
Winning customers online
Having engaging content is the key to turning casual browsers into returning shoppers. Introducing videos to demonstrate products in action, or ‘how to’ guides will also add value.
It is also vital to refresh your website content frequently to show customers your business is active, so try adding a news stream of relevant breaking stories, or links to useful articles. Customer reviews will also add new and engaging material to your site, especially if you use a third party so people know you can’t manipulate the comments. My experience shows that sales can grow by ten percent or more by doing this, and trust will also increase.
Social networking is another simple, free way of connecting with customers. Ask which ones they use via a poll on your site, and add ‘Follow Me’ links on your home page. Make sure you keep up with the conversations on social sites, and post helpful comments regularly.
