Some simple, cheap and fast strategies to increase the conversion rate of an SME’s online sales.
2021 is considered by many to be the year of transition towards the “new normal”, or towards that new reality that was “inaugurated” and slowly shaped by the Covid-19 pandemic. While most sectors have recorded huge losses since March 2020, the health emergency has ended up strengthening e-commerce (by 2020, already 29 million preferred online purchases according to a survey by the Consortium of Electronic Commerce. ) and online insurance sales , showing the world how important it is today to have an effective and long-lasting internet sales strategy .
4 strategies to increase online sales
Despite this, there is still an important digitization problem in Italy, especially in the SME sector, which very often continues to use obsolete and ineffective sales and loyalty systems. These organizations must implement innovative strategies to increase the conversion rate of an e-commerce.
Let’s see some examples:
Email marketing and Newsletter
Email marketing is the most common strategy for increasing conversions on a website, both in B2B and B2C. This is because traffic sources are becoming more and more expensive and it is easier to convert someone who has already bought again than to find new customers.
Strategically, it is important to build a story around an email marketing strategy, be present continuously, and create storytelling through the story of those who have already purchased the product and would recommend it to third parties.
As for storytelling, it is advisable to tell a story that is inspired by a real problem of the target (for example an e-commerce that sells products for seborrheic dermatitis could tell the story of a customer who experienced a social stigma due to dermatitis or acne and how a certain product of the range offered by the company has made it possible to manage the situation by overcoming the problem), not dwelling long on the technical aspects of the product: often those who read a newsletter do not know the specific aspects of offering , and therefore it is important to emphasize the need rather than the product, highlighting the characteristics of the latter that are posed as a solution to the problem.
Of course, email marketing must respect very specific timelines and frequencies : sending communications containing discounts and offers every day could lead users to unsubscribe from the newsletter and, therefore, to exit the sales funnel.
There are several tools to manage this type of business. Mailchimp is an easy and intuitive tool, as well as economically attractive. It allows you to create newsletters, send DEMs and create customized templates in a simple way. Active Campaign, on the other hand, is less affordable, but more technologically advanced. The plus of this tool are the analytics, as well as the greater variety of templates.
Chatbot and Customer Care
Chatbot and customer care are two fundamental requirements for an effective conversion strategy. Very often, customers who come to a site do not know the company, and for this reason it is important to try to instill in them trust even before trying to push them to buy.
The simplest method is to enable Whatsapp as one of the touchpoints that users can use to get in touch with the brand. Through the free Whatsapp Business app it is possible to manage contact requests, set service hours, and even allow users to purchase directly from the app. The great advantage of this solution is that it allows you to interact directly with the customer through a channel that he knows and uses regularly, even for personal communications.
An alternative to Whatsapp Business is the Tidio app, which can implement a live chat directly on the website. Live chat is a channel that users can use to interact directly with the company without having to leave the website navigation.
Chatbot and Customer Care are effective solutions to get people to trust the company they are buying from. Even in 2021, where automations and artificial intelligence are an established reality, relationships continue to deliver the best conversion results and dramatically increase customer lifetime value.
Cross-selling and Up-selling
When a customer buys a product it is vital to try to maximize the conversion value as much as possible . A user who arrives in the last stage of the conversion funnel trusts the company and is more receptive to any further communication messages that come from the brand.
To take full advantage of this situation, you can try to up-sell by proposing a more expensive version of the product that the user has decided to buy. Another valid alternative is cross-selling, which is based on offering the customer an additional product, usually complementary to the one purchased.
Reduction of abandoned carts
According to SEMrush, the average conversion rate is 2.04%. This means that the majority of visitors who arrive at the online store do not convert, or take actions other than buying. So what are the main actions that the user performs? The main ones are viewing products and contents, subscribing to the newsletter, and adding to the cart. The latter is certainly one of the most important actions because it is the one that comes closest to buying, and is therefore performed by that slice of visitors that is easier to convert into buyers.
But why does a person add to the cart and then not make the purchase? The reasons can be very different. The first is shipping costs : with Amazon the logistics theme has been totally revolutionized and today an e-commerce with high shipping costs and long delivery times is practically out of the market. How then? The most immediate solution is to eliminate delivery costs . If this is not possible, a solution may be to increase the prices of the products by the equivalent of the shipping cost, so as to be able to communicate to the user that the shipping is free.
Another important variable is that of delivery times . To make them more efficient, it is possible to turn to services that speed up shipping or to warehouses, companies that make their warehouses available and manage shipments on behalf of the company.
Another solution to reduce the number of abandoned carts is to use email marketing once again: installing a plug-in that automatically sends an email to those who abandon the cart is one of the most effective methods. How does it work? When a user completes the check-out and then exits, the plug-in saves his email and automatically sends a standardized message reminding the buyer to complete the purchase. In these recovery emails it is also useful to insert an offer or a discount to entice the user to finalize the purchase.
Finally, a good idea is to insert a sales pop-up on the site that will show notifications showing some personal information (such as name and city of origin) of other users who are buying on the site at that moment. This type of communication can increase people’s trust in the brand, since it activates the principle of social proof, which consists in imitating actions carried out by the multitude (trivially if others have bought, it feels more secure in carrying out the same action).