Shopify Conversion Optimisation Tactics To Drive More Sales

by Andrew Cox August 18, 2017

Shopify Conversion Optimisation Tactics To Drive More Sales

'I have too many sales' is rarely something an eCommerce store owner complains about. And if they do, it’s a good problem to have. So how do you get to the point where you are happily swimming in sales?

Obviously you need a decent product that customers want to buy. Since there are thousands – if not millions – of unique and useful products competing for buyers’ attention, you have to offer customers the full package in terms of site experience, customer service, product and shipping presentation, and targeted marketing in order to increase store sales.

While there are hundreds of tactics that you can implement to drive sales to your eCommerce store, the below suggestions are classic ideas that have been tweaked to have the most impact specifically for online stores.

Cross/Suggestion Selling

In most instances, cross selling and suggestion selling are the same. This is when you encourage or suggest other items that accompany the original item the customer is purchasing.

This can be accomplished when pages have a scroll at the bottom that lists other products that customers who viewed the specific product also bought.

Or, you can suggest bundling items that complement each other. For instance, if a customer is looking at a bag of coffee, a cup or spoon can be recommended.

The original item being viewed:


Cross selling examples:




Upselling Products

Upselling is when you try to convince a customer to purchase a similar item that is a higher price.

This tactic is a little more intrusive, but it can be done subtly when a repeat customer is looking to purchase an item that they have previously bought.

You can encourage them to buy a more expensive version of the product in a bigger size or with additional benefits.

Since they are already familiar with the item, they know they will use it.

Another way to upsell effectively is to draw customers in with a low, introductory offer, and then show them additional options that are more expensive but offer more benefits.

Keep Their Carts Full

Sometimes customers start a purchase on their mobile, then move to their PC, and then look at a few more items before completing their purchase on their tablet.

Whatever products they have added to their carts should follow them as they hop from device to device.

Similar to having things on layaway or on hold in a physical store, eCommerce merchants should ensure that the checkout process is not stopped when customers pause their shopping.

Keeping their items in their cart makes it much easier for them to complete the checkout process once they re-enter the store.

Remind customers that you are holding their items for them in their cart through emails or by listing the items they have previously viewed when they reenter your store.

Promotions

Use social media and emails to communicate exciting promotions.

The most effective promotions are more creative than the typical 10% off.

Using creativity and business acumen, you can come up with some intriguing ideas, such as contests and giveaways.

Incorporating images and designs, instead of merely sending out a promo code, increases customer’s interest.

Here’s a list to get you started creating your next big promotion:

  1. Buy one, get one (BOGO)
  2. Contests
  3. Cross promotions across companies (bundling products together from different companies)
  4. Donating profits to charity
  5. Establishing a loyalty program (punch cards or reward points)
  6. Flash sales
  7. Free samples 
  8. Gift with purchase
  9. Mailed coupons or electronic promotion codes
  10. Themed promotions (can be based on holidays, national days, or days of the week)

Conduct Market Research

Finding out what types of products your current customer base and target market are interested in is much easier now that everything that used to have to be done in person can now be completed digitally.

Actively seeking customer feedback and understanding how they use the product can help you improve a product that isn’t quite meeting expectations or develop additional products to a line that consumers are raving about.

Using surveys, reading customer comments, and looking at outside resources for how customers use and think about your products, such as YouTube, are all easy and free ways to collect this crucial data.

It’s important to remember that you don’t have to do it all alone! The Hope Factory can help you design or redesign your store and increase your sales.

Andrew Cox
Andrew Cox

Andrew Cox is the founder of The Hope Factory. He loves helping entrepreneurs grow their e-commerce businesses online via great design, strategic marketing and conversion optimisation. In his spare time, Andrew enjoys running (slowly) with his best friend Nelson.


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