So many websites out there on the world-wide-web fail to sell effectively online because they lack one thing: Content!
Content IS King. Content IS paramount to selling more because content is basically your 24/7 salesperson who is constantly there telling your potential customers what you offer and why they should buy your product.
In this article I want to briefly cover off five key things you can do to help increase your sales conversion rate.
So many retailers fail at most of these five things and therefore suffer the consequences so without further convincing of the importance of these fundamentals lets jump right in.
1. Give them a reason with Reviews
Assuming you are selling a reputable and good quality product, its likely you have many satisfied customers already who can vow for your products quality, price, effectiveness and/or longevity.
Include on all the products you sell (or at least start with your bestsellers / high margin products) include reviews from customers talking about how good your product is.
People like to read other peoples reviews on products, its said that a complete strangers positive review of a product is nearly as powerful as a review given to them by their own family member!
With reviews make sure your ecommerce site showcases the review itself (obviously!), the persons name who reviewed it, and ideally a location.
Now, video testimonials ARE the holy grail, but they are hard to get, however these can be of HUGE benefit if created and utilised.
2. I need more info! Do you have any brochures / accessory sheets?
Not applicable to all, but many higher-ticket items have complimenting resources to go with them. If you’re selling phones you’ll generally have a spec sheet and list of accessories… if you’re selling home theatre systems you may have a brochure showcasing the products features and benefits.
The key is you make these downloads accessible easily, to anyone. If a prospect is looking at your products and needs that bit-extra convincing on why to buy, a beautifully designed, detailed product guide that they can pop-open and view is a great way to help get them over the line.
Some clients I’ve worked with in the past will request a name and email address to get access to these which is a great way to at least get the leads contact information.
Just a little warning note - with your brochures, make sure that the contact details on them are YOURS and not your competitors, or not your other stores contact details otherwise you may find the customer starts ringing other dealers of the product you sell to get pricing!
3. Product Video is a MUST in this day and age!
Do you watch YouTube? Have you watched Netflix lately? I’m sure you probably have! But anywho, did you know that around 81% of businesses who utilised video online saw an increase in sales?
Thats over 4 in 5 companies! It’s a no-brainer.
Now, you maybe saying, “Well Matt, I don’t have time to make a video” or “I don’t like being on camera!”. Thats totally fine. Find someone else who made a video and use theirs!
Now most commonly this will be something like a product video produced by the manufacturer. Or it may be a product breakdown / review by a YouTuber. So with the correct authority you can generally embed most YouTube videos into your website without having to spend a cent!
Give the customer a few options - I like to include usually an ‘official’ product video, and also a few genuine reviews alongside this.
And just another warning - be careful what videos you do use, because these often include contact details on them about ‘where to buy’ this product, so unless you’re listed on that video as the primary contact then perhaps consider another video or modifying it as required.
4. What else can they buy? What compliments it?
You may or may-not know the terms ‘cross-sell’ and ‘up-sell’… but for the sake of simplicity here i’m talking about what can you sell that compliments this product or perhaps is the next step up from this product?
Take an example: You’ve had a massive business success and you come into some money, and rather than investing wisely in a rental property you go to buy yourself a nice new Mercedes-Benz (i’m guilty of this)… When you look around the dealer and all the models, there is never just ‘one-model’ or a ‘one-size-fits-all’ option. There is choice. Most businesses selling products there is choice for their customers. There are budget options, and higher-ticket options.
Make sure if you offer complimenting products that you mention the ‘next-step’ up products available as well as the lower cost, less featured options. Because you may find someone looking at Bentley but they can only afford or only need the ‘Camry’ option. However, you may find someone needing a Range Rover, but they’re looking at a little small VW Golf!
Onto cross-selling… an absolute simple example of this is the old-fashion ‘Do you want fries with that?’ analogy from McDonalds.
More commonly, you’re a store selling product that can have different accessories bolted-on. This could include selling smartphones and offering a protective case, a glass screen cover, or perhaps an in-car holder for the windscreen.
Most people say “I don’t have anything to sell with my products”… most of the time that is totally incorrect. If you simply ask your customers who use your product, “Where do you use this product mostly?”, “Do you ever wish there was an additional feature / function on this product?”, “How long does the product normally last?”… You can from this formulate a list of suitable things you could sell with this product.
Make this easily accessible on your product page, and more-so on your checkout page. Ask people “Before you place your order, would you like to consider these accessories?” and show them a list of options they can include on their product.
5. Get Better Pictures!
It’s blatantly obvious every single product on the web regardless of whether its a bolt for a car part or industrial food processing machinery, every product should have photos.
And YES most do, but most do it WRONG.
All photos should be (and i’m going to bullet-point this to make it super-simple)
- Large resolution
- Clear, of high quality and all the key aspects visible
- Easy to expand / zoom in
- All on a clean, non-intrusive background - such as a white backdrop
Another thing you must consider is that you have multiple photos. Give people all the detail they need to see the product.
Most products, one photo is enough. But is your product packaged in a nice box? Does it have compartments, buttons, screens, detail that would attract the buyer to making a decision quicker? Showcase it!
Don’t know photoshop or how to enhance images? Google it! Or better yet, save yourself the time and hassle, and hire an expert to do it. Find a local in your area to give you a hand, or go in Fiverr.
those simple five steps above can be a great starting point for most online ecommerce stores. Implement one of them, implement them all! But take your time and do it right, and over time you will surely see some great benefits of your efforts.If you haven’t already, listen to my podcast series now for free. Click here, because I go into these and other subjects in great detail so you can get the best out of your website!