1. Referral marketing
If you don’t have a referral program in place for your e-commerce store, it’s worth firing one up.
81% of consumers say that a recommendation from a friend or family member heavily influences their buying decisions.
It doesn’t have to be elaborate.
Include a simple way for customers to view reviews and recommendations, as well as recommend your brand to others.
It takes a little work on the front end, but here’s why it matters to you:
A customer gained through a referral has a lifetime value 25% higher than other customers.
This is certainly true for Dropbox. They grew from 100,000 users to over 4 million users in only 15 months, thanks to their referral program.
2. Buyable Pins
Pinterest offers a unique feature that allows users to search for products and buy them directly from the Pinterest site.
Many social media platforms are pay-for-play when it comes to ads or direct links. So far, this Pinterest feature won’t cost you anything.
Buyable Pins are free for online retailers to set up and simple for consumers to search and find:
Think Pinterest is just for window shopping? Think again.
Many smaller e-commerce stores ignore one of the most accessible selling weapons in their arsenal: upselling.
There is a false impression that it isn’t worth the effort, but that’s not the case.
Upselling can drive an average of 4% more sales within your current customer base alone. It might not sound like much, but it adds up when you consider it in relation to your entire revenue stream.
Base recommendations on either complementary products, warranties or logical bundles, like this example from Amazon.
Don’t leave money on the table.
It’s 68% more expensive to get a new customer than it is to upsell to a current customer.
If upselling can boost sales up to 35%, then what do you have to lose?
4. Write with an angle
Content should always be written with your unique value proposition in mind.
What is a value proposition? It’s not just a fancy buzzword. It’s the one thing that makes your business unique.
It’s your spin on a product or service that a million other people might offer, but none in the same way you do.
Your web visitors spend 15 seconds or less on a page. Use every one of those seconds to reinforce why your product offers something that no one else can.
It gets right to the point of who their product will help and why, by selling their value instead of their product.
5. Watch your speed
How is your site speed? Have you checked it lately?
If your site is taking longer than three seconds to load, you could be losing up to 50% of your visitors.
And sadly, you aren’t likely to get them back after they go. Nearly 80% of visitors who get frustrated with a site’s loading time will never visit again.
Try a tool like webpagetest.org to see how your site is performing.
6. Don’t forget about social proof
92% of consumers trust a recommendation from a peer, and 70% trust a recommendation from a total stranger.
Social proof is exactly what it sounds like. It’s proof that your peers (or at least a big chunk of the population) trust a brand enough to buy from it.
Amazon uses social proof on every single product page, in the form of reviews:
How does this translate into conversion?
Look at Express Watches. They increased conversions over 58% by using social proof:
All it took was one little review widget.
Worth a shot, right?
7. Go mobile
60% of mobile users have purchased something online from their mobile device. Whatever you do, don’t forget to optimize your site for mobile shoppers.
So what does optimization look like?
Here are some features consumers said are important to them on a mobile site:
After you start adding features, if you want to know if you’re on the right track, enter your URL in a page like the Google Mobile-Friendly Test to see how it stacks up.
8. Strategize SEO
We all know SEO is important, and yet sometimes we let it “happen by accident” instead of giving it the attention it deserves.
You need to be on that first page, friends.
Pay attention to the product keywords you should be using.
Use a tool like the Google Keyword Planner to guide you to the right list of words that are the most relevant to your product.
9. Do some housekeeping
When someone visits your website, can they tell at a glance how you’ll solve their problem?
Over 75% of online shoppers say that their first impression of a website is a major influence on if they purchase from that website or not.
The way you present your products makes a huge difference.
Instead of long, arduous product lists, make your product descriptions jump out, like this example from Warby Parker.
Another way to keep visitors from abandoning ship is a sleek, user-friendly navigation. Design your whole site to be easy-to-use and intuitive. Apple is great at this:
10. Send abandoned cart emails
There are few things that are more frustrating than a web visitor reaching the precipice of a purchase…and then vanishing without a trace.
All is not lost once someone abandons a shopping cart, though. In fact, almost 30% of abandoned carts are recovered, thanks to abandonment emails.
The best news is that there are tools like Get Response to help you automate your abandonment email campaigns and start capturing lost revenue.
Not sure where to start?
Check out this guide for some tips on writing an effective abandonment email:
11. Test your CTAs
First of all, if you don’t have clear calls-to-action on your site, you need to create some.
Hard to believe, but 70% of small B2B sites lack a CTA.
Only 2% of your web traffic will result in a sale on the first visit, so capturing email addresses through your CTAs is crucial.
You need to experiment a bit to see what works. Even something as simple as the color of your CTA button can make a difference.
Look at this example from HubSpot:
By running a few simple A/B tests, they discovered that the red button created 21% more conversions than the green button.
You should also consider personalizing your CTA like Square does in this example.
They not only include benefits to the buyer, but they also include an explainer video after the CTA. These extra elements of personalization to your target audience can bump conversions up to 42%.
12. Send promotional emails
You’ve been diligently building a healthy subscriber list. Now, what do you do with it?
Try testing the waters with promotional emails.
Did you know that repeat customers spend 67% more, on average than new customers?
Promotional emails build loyalty and keep customers coming back for more. You’re letting your “best customers” in on something special before anyone else.
Look at this clever example from Birchbox.
It’s an opportunity for a repeat sale, wrapped in a discount for customers. Everybody wins.