eCommerce conversion tips to boost sales year-round (with infographic)
Looking back, it feels like a long time ago since the summer sales began. Looking forward, September and the back to school season are still a long way off. Which means right now, the eagerly anticipated summer sales are in full swing, thanks in part to a second round of even bigger discounts from retailers.
If you followed our tips for increasing sales during this peak season, we have good news for you. We’ve created a second part to that post, so you can apply these lessons from the summer sales to increase your eCommerce conversions year-round. Pay close attention and keep this infographic handy at all times.
How to apply the success of the summer sales to increase eCommerce conversions year-round
The seasonal change of wardrobe, rising temperatures, holidays, longer daylight hours, free time... We could go on listing the reasons for the success of the sales and the second phase of summer sales, especially in the fashion sector.
But we believe that time goes by too quickly - even at this time of year - so we prefer to get down to work. Below, you’ll find the key to eCommerce conversions during the summer season that you can also apply in the coming months.
Take stock, analyse and optimise
Taking the activity and results of the summer sales period as a reference point, you can plan for future events and fine-tune your online shop. If you already use Motive Commerce Search, take a look at the Playboard analytics panel to see what happened during these weeks of discounts. For example, what were the total searches, clicked searches, searches with no results...
Collect as much information as you can and use it to make improvements. For example, use the terms that appear as searches with no results to set up new synonyms for these products. Or use your most popular searches to think of new promotions.
Lean into the shopping experience
One of the most frequent reasons for potential customers to leave an online store is down to a poor user experience on the website.
Shoppers often struggle to find what they're looking for, because the search engine of their online shop doesn’t work properly. The navigation of the catalogue can become complicated and overwhelming due to an excess of information. Or it may be that pages only load in the desktop version and the mobile version doesn’t work.
If you have noticed any of these weaknesses in your online shop during the sales period, now is the time to improve them. Start by choosing an optimised search engine like Motive Commerce Search (if you haven't already tried it). And from there, make the most of its features: Customise your product cards, make the "add to cart" button appear on product cards in the search layer, synchronise your catalogue so that information is always up-to-date, highlight discounts using banners. The list goes on!
At this point, we have to point out that Motive Commerce Search has a responsive design as standard - and at no extra cost. So you’re already one step ahead.
Go above and beyond customer expectations
When customers come to your online shop, their goal is to find the products they want and need. When they also find recommendations, trending items or better alternatives more suited to their needs, you get more than satisfied customers.
Use analytics on a recurring basis to improve your eCommerce conversions year-round, not just during the summer sales period. With the insights your analytics give you, you can create banners with special offers or set up business rules to help you sell more of what you want. You can also use search information for cross-selling and upselling. With all this, your shoppers' expectations will be more than exceeded.
Have a plan
Planning ahead is one of the best strategies to achieve success when it comes to increasing your eCommerce conversions. Therefore, we recommend that you think ahead and plan the rest of the sales periods with plenty of time to spare.
Dates such as Black Friday, "back to school" or Christmas are essential for all online shop owners and managers. Always be alert and have everything ready to face these sales periods. Keep an eye on the loading speed of your website, the efficiency of the search engine, customer service, the management of shipments and returns, etc.
Check your payment, shipping, and returns policy
When the checkout is not properly handled, it may lead to abandoned carts. Creating a simple, efficient and appropriate flow from the moment the customer enters the shop until they complete their purchase is just as important as taking care of the more complex aspects of the shopping experience, such as payment, shipping and returns.
After the summer sales experience, you can take notes on what went well and what can be improved in all these processes. Review your payment, shipping, returns and warranty policies and see if there are any flaws that make shoppers wary. The more payment options you offer and the more shipping and return guarantees your catalogue has, the better your eCommerce conversions will be no matter the time of year.
Have a Plan B
Anytime of the year, but especially during peak season such as the summer sales, unexpected events are unavoidable. Make sure you’re one step ahead and always have a plan B, an alternative that works.
Customers can't find what they're looking for? Always show them something on the results page: the most searched items or alternatives that might be useful to them. Has there been a delay with the shipment? Be honest and send them an email explaining the reasons - or at least the circumstances.
Be human
Retail has always worked well because of the approachable people behind the counter. Take advantage of this opportunity and apply it to your online shop.
Yes, it is possible. All you have to do is bring those conversations and recommendations that take place in-store to your website. For example, if you don't already have one, start by choosing a search engine like Motive Commerce Search, with its design and features, it becomes your online shop assistant. But don't stop there, continue by guaranteeing a friendly and helpful customer service or support and turn your shoppers into your biggest advocates.