Running an ecommerce store can be a tricky business, especially when it comes to the issue of making sure you are extracting every last ounce of optimization from it.
I know, feel, and understand your pain.
So, to help you to ensure that you have optimized your ecommerce store to the maximum level, I have written this helpful article.
There’s plenty of handy tips that you can apply to your own business, tips that will help you to optimize your store can improve your ROI.
My Little Salesman is a site that has taken ecommerce to a whole new level; according to the site: “sleeper trucks are designed for long hauls where sleeping lodges are not readily accessible. Below you’ll find new and used sleeper trucks for sale.” A “sleeper” truck is a semi with a bed behind the driver’s seat. That’s a big purchase to make online.
What is being demonstrated here is that, regardless of the size of the item being sold, there are online selling options. Furthermore, those options are trustworthy and lucrative enough that websites like My Little Salesman continue to turn a profit. What this means for your business is that you can sell anything online if you do it right.
Now this website is just one of many that offer such services. If you’ve ever been to Amazon.com, then you already know that the purchase and sale of virtually anything can be cohesively, successfully, safely done online. But whether you should use Amazon.com, or conduct business through your own online store, is another matter entirely.
Amazon will have certain associated costs which you can’t get away from. At the same time, they’ve got an established system of operation that includes worldwide distribution and high quotients of trust.
You can start your own ecommerce store a variety of ways. But if you go this route, you need to identify where areas of savings can be attained. With any business, one of the most important aspects of operation is facilitating the greatest quotient of profitability. You shouldn’t be spending anything unnecessarily.
This is true even if you’ve already established a successful ecommerce store. As the saying goes, there’s always room for improvement. One place you may improve is in the area of surcharges. Say there’s a $2.00 surcharge on credit card purchases, and your business does 100 transactions digitally every day, minimum. Well, you’re losing $200 a day.
It makes sense to employ previously-established strategies to optimize your ecommerce campaigns; according to DharmaMerchantServices.com, “…the sheer size of the market makes for a lot of competition and ample opportunity to make mistakes.” One mistake is using over-expensive digital asset processing solutions.
Imagine being able to cut down the surcharge from $2.00 to $1.00. Well, in that case you’ve saved $100 per day, again, that’s a minimum. Also, when spread out over the course of a year, you have a sum high enough to purchase a heap of effective marketing that can further expand your visibility in the marketplace. You can do this digitally and spend money only as results come in through PPC campaigns.
You can work with varying SEO agencies to optimize social media presence and content creation. You want to use any social media outlet you can to increase patronage to your store. But it doesn’t matter how good your outward marketing solutions are if you don’t have the right kind of products.
What are the right kind of products? Well, they must be qualitative, useful, and relevant. A coffee mug with a slogan on it doesn’t need to be made of gold to make you a million, provided the slogan resonates with the right audience. You must know your market, and cater to them directly. Granted, it’s nice to sell something unique; but you don’t have to if you’ve got the right ‘spin,’ and are catering to the right audience.
That said, properly understanding the market requires knowing the times. You’ve got to know what’s trending, what isn’t, and how to transcend short-lived trends for evergreen relevancy. To understand evergreen, consider Chess, and consider the game Pong. Chess has been around for hundreds of years. Pong is still played, but it could be said to be on the way out. Chess is like an evergreen tree, Pong is a seasonal bush.
In fact, the only way you’re likely to find Pong today is packaged in with other games on one of those all-in-one handheld gaming devices, or on some retro gaming website. While it still has some popularity, it is popularity of a niche kind requiring niche marketing. Contrariwise, Chess has remained popular since it was created.
That is to say: if you were using an ecommerce website to sell specialized Chess sets, you can be sure to continuously make a sustainable profit provided you market correctly. Chess is the kind of game that can be purchased and never played, only used as a decorative item in a home’s reading room, or something of the kind.
Still, there can be money made through the sale of Pong, but you’re probably going to have to prepackage it with other things and spend more than normal on marketing. Anything can be successfully sold via ecommerce; some things just require a little more digital “elbow grease” than others.
There are varying things you can do to an ecommerce website in order to make it more successful in a sales sense. For one thing, you want it to be easily navigable. You’re less likely to get sales if your site is over-complicated. Amazon.com is set up the way it is for a reason: over the years they’ve crunched the numbers to attain the best interface—and it will continue to change, given time, as better solutions are discovered.
Also, don’t forget the mobile component. There are quite a few smartphones out there today, and all expectations in regard to IoT seem to specify an increase in this trend. So ensure that anyone anywhere can purchase your products simply by having access to the internet. This may cost a little more initially, but it will pay off in the long run.
Also, make it more easy for clients to checkout. Coupled with an ease of checkout, you want to have security. People are still a bit suspicious of the internet when it comes to making purchases online. True, the internet is a massive economic powerhouse; but if you can increase sales by a margin of 5% through security, that could be the difference between bankruptcy and success.
Sometimes a small statistic like that defines the number of users who won’t buy from you based on security. A great method, and one that will actually increase your SERP (Search Engine Results Page) ranking as well, is to add an SSL certificate to your ecommerce store, if you haven’t already. This is basically a security key which changes your website via addition of an “s” to the URL.
So instead of “http://www.genericsite.com”, it changes to “https://www.genericsite.com”. The “s” indicates there’s been a key added for additional security. The cost will be offset by increased visibility through search engines—in all likelihood. This will, of course, depend on the size and scope of your operation. The larger it is, the less cost such a security enhancement will be, as increased visibility will should reap increased sales.
There are many solutions you can bring to the table in terms of ecommerce to increase sales. Remember to follow trends, but not be defined by them — you’re looking for evergreen solutions. Additionally, remember to use the most cost-effective means of ecommerce sales; don’t forget to cut costs in credit card transactions!
Also, you should be sure that you make your site secure, navigable, and accessible via mobile device. Such enhancements will expand the efficacy of any online store, allowing for the increase of business profitably and cost-effectively. Do your research beforehand to see what best fits your organization, and remember: there’s always room for improvement.
Wendy Dessler is a super-connector with Altitude Branding who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.