Grow Your E Commerce Sales with Google Shopping


Here are 8 tips you can use to improve your E-Commerce sales with Google Shopping, guaranteed. How do I know? They're best practices that I've used with my clients and have seen tremendous results.


TIP #1 | MAKE YOUR E-COMMERCE SITE VISUALLY RESPONSIVE

This first tip relates to branding and first impressions. An e-commerce website that's not cluttered has a great homepage and professional images and has a logical structure that conveys quality and professionalism. This "halo effect" means that customers will associate your product with quality and be more likely to buy.

An easy way to determine the effectiveness of your homepage is to use the Google Analytics visitor flow chart. If you see customers landing on your homepage and then immediately leaving (indicated by the "drop-off" percentage), then "Houston, we have a problem."

TIP #2 | MAKE IT EASY TO NAVIGATE

A good user experience means easy navigation, and easy navigation means more sales. Make sure your product categories are logical and comprehensive. Make your logo clickable and redirect to the home page. Navigation from the top or side is more common and effective. Don't think about what's easiest for you as a merchant and the backend, think about what makes sense for your customer.

TIP #3 | USE UP-SELLING AND ADD-ONS

This is something that great retailers do really well. By simply offering complementary items, such as "You might also like these products," or suggesting combinations, such as "People who bought this product also bought these items," you not only make the customer aware of more products but also make it easier for them to buy. Remember, time is money, both for you and your customer. The more time you save them, the more products they're likely to buy.

TIP #4 | MAKE THE SHOPPING CART HIGHLY VISIBLE

This is one of the most important components of any e-commerce website, but is often overlooked by small business owners. Position the shopping cart prominently (usually in the upper right corner), ideally displaying a shopping cart icon and at least the number of items currently in the cart. It's best to show the actual items in the cart. And make sure the checkout is easy to use with a simple click of a button.

TIP #5 | MAKE IT EASY TO CHECKOUT

While reviewing a customer's e-commerce analytics and visitor flow, I noticed that customers were spending a lot of time between the shopping cart and help, and eventually abandoning the cart. It was obvious they couldn't figure out how to proceed to checkout. After a few minutes of frustration, they simply left the site. Once a customer has a less than perfect experience with your website, they're very unlikely to come back.

Another revenue killer is asking the customer to set up an account before they checkout. Again, "time is money." By removing this one step from a customer's website, their sales increased 55% in 3 weeks.

TIP #6 | COLLECT E- MAIL ADDRESSES AT CHECKOUT

Mandatory inclusion of the customer's email address at checkout ensures three things: (1) you can easily contact the customer if there are any problems with the order; (2) if the customer abandons their cart, you have a way to close the sale; and (3) your customer database grows. Many e-commerce platforms already populate the checkout fields. Make sure the email address is a required field.

TIP #7 | SET UP A CART ABANDONMENT PROGRAM

The industry average is 65%, but most e-commerce sites have a dropout rate of 80% or more. Think about it, that means that for every 10 customers who want to buy a product on your site, only 2 will complete the transaction. What does that mean in terms of revenue? Calculate your average revenue per transaction, multiply it by 8, and then by the number of days your e-commerce is open and you'll have an idea. Most abandoned cart programs boast a 15% return rate, and it's as simple as sending an email to those lost customers asking if something was wrong with their experience, if there's anything you can help with, and providing a link to complete their order.

TIP #8 | SET UP A LIVE CHAT

Most newer e-commerce platforms already have this feature built-in. If you're using an older platform, you may need to purchase an add-on, but it's well worth the money. There are a variety of live chat programs, from simple call-to-action (CTA) buttons to pop-ups after a customer has spent a certain amount of time on the site. Live chat helps humanize your website and the customer's shopping experience, avoid potential negative user experiences, and close sales.


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