Everyone has bought goods or services online at least once; maybe, just while you are reading this article, a tab of your browser could be opened on the product page of e-commerce, or on a landing page oriented to the sale of a service you want to buy. Any site that wants to increase its online sales must therefore necessarily adopt the best strategies to improve the visibility of its website in order to intercept the needs of its users.
Are you the owner of an e-commerce or would you like to find new potential customers to offer your services to? In this article, I will reveal 5 strategies to increase online sales. Discover them now!
1. Increase online sales with SEO on-page
How many times have you heard of Search Engine Optimization? SEO is nothing more than a set of techniques that allow a site to appear in early search engine results in response to user queries.
A study carried out by Advanced Web Ranking shows that, on average, the first Google search result (with desktop search) gets about 30% of clicks, the second 15%, the third 10%, the fourth 6.5%, and so on. It is therefore clear that when a user searches for certain products, services or content, it is essential that your site appears on the first page of Google (even better if among the first 5 results).
What are your users looking for? What words do they type in the Google search bar? Performing a keyword analysis aimed at making sales-oriented pages of your site appear on Google is certainly one of the first activities to be carried out if you want to increase your online sales.
In fact, many people are convinced that they already use the words most searched for by their users in the content, and then discover during the analysis that there are other keywords with much higher search volumes. Finding the keywords that best describe the product or service you want to sell online is therefore fundamental for the optimization of the structure and on-page elements.
Once you have found the most interesting search keys for the online sale of your products or services, do a Google search yourself to analyze the results you find in SERP (Search Engine Results Page).
Do you have an ecommerce? Most likely, then, the card of a product that you want to sell online will have images, price indication, reviews, an exhaustive description of the product, etc. As you can imagine, a page oriented to the sale of an online service will have a radically different structure and can’t fail to include attractive calls to action.
In any case, there are some rules for the optimization of the most important tags (title, meta description, h1, etc..) always valid: in this regard I recommend you to take a look at this article on SEO copywriting, the writing that makes users and search engines happy. If you need a SEO consultation, visit our SEO Agency Milan page!
2. Create user friendly content
Think about how many e-commerce exists, or how many competitors sell the same service as you: why should a user choose your own site to make a purchase?
To sell online you need to capture the attention of users and empathize with your target, in order to create original content consistent with it. Contents that are not only textual, but also concern images and web design elements. Do you sell products dedicated to a female audience? Or is your audience composed of people working in web marketing? Then take care of fundamental aspects such as graphics, colors, shapes … everything must be perfectly in line with your target audience.
You need to know that Google shows the results trying to give the user the result that best suits their search intent. Therefore, there are not always valid structures or results: the basic elements of a web page vary according to the key searched for by the user.
You may have optimized your site in the best possible way, but if you don’t take care of these seemingly minor details you won’t be able to increase sales of your products or services. Again, a study of competitors is essential.
Let’s linger for a second on the value of images and photos in terms of conversion and think about all the images we see every day on websites and social media. What are the characteristics of an image that invite users to make a purchase?
Loyalty with the content. The image must be faithful and consistent with the product or service we are selling. This is a fundamental rule for an e-commerce as much as for any other business that wants to have an emotional impact with its users.
Ability to create a visual experience. Consistent with what was said before, identify the graphic elements that best suit your target and play with colors, shapes, contrasts… in essence, create an empathetic link between what you sell and your target. It is important to give the right setting to the images, so that your potential users can imagine themselves with that product.
3. Cure user experience to sell products and services online
That navigation and user experience are key elements in the user conversion process is clear, but what are the factors that affect online sales?
First of all, simple and well-structured navigation can really make a difference. Imagine your potential customers wandering around the site looking for their favorite items or products, without finding them: how long do you think it takes them to leave your site?
This simple reason makes you understand how important it is to think about the architecture of your site and its internal links, in order to make navigation easier and at the same time allowing the user to find other potentially interesting content (this is the case of “related products” in e-commerce, or “related articles” if you talk about blogs).
In the case of e-commerce, you should respect these basic rules:
- Make the purchase button visible: You must ensure that the time that passes from the actual purchase intention to the click to put the product in the shopping cart is minimized.
- Make the shopping cart visible: Similar to what is said now, the shopping cart must also be immediately recognizable, so that the user can always have the status of their purchases under control.
- Optimize the purchase process: Make the steps between placing the product in the shopping cart and checkout as flexible as possible. You don’t know how often users leave their shopping cart due to navigation difficulties. And above all: don’t force your users to register to know the shipping costs!
We talked about some fundamental elements related to the user experience for e-commerce, but what about web pages not specifically oriented to the sale of products? We have talked in detail in this article about the importance of landing pages for your business.
4. Start online advertising campaigns to increase sales
Being in the top positions on Google for the keywords of your interest is definitely the best way to attract more traffic to your site, but the results of an SEO job can take up to several months to appear (especially when the competition is particularly high). Also, it doesn’t necessarily mean that your good or service is actually sought after by your users, even though they perceive the need for it.
So how do you start increasing your online sales right away?
An effective strategy to achieve immediate results is to create an online advertising campaign. The first questions to ask are: What is the budget available to me? But above all: do I intend to act in a pull (intercepting user searches) or push (showing my ad to a target to be defined)?
”Today, the most used platforms for online advertising are Google Ad and social media (Facebook, Instagram, LinkedIn, etc)”
Google Ads (formerly Google AdWords)
Google Ads is Google’s tool that allows you to intercept users’ searches by placing advertisements above and to the side of the organic SERP, thus leading users to specific landing pages and conversion pages.
With AdWords you always have at your disposal a dashboard useful to monitor the conversions of your site and, through integration with Google Analytics, you can keep track of all your online sales. Read this article to discover the different types of advertising on Google.
Social media is a great tool for creating advertising campaigns and getting traffic on your sales-oriented pages. Unlike Google Ads campaigns, social media ads aim to intercept the target audience that interests us by identifying their characteristics and interests, instead of the search keys.
Also through social media you have the possibility to send your users to your sales-oriented pages and keep track of conversions.
5. Take advantage of re-targeting and automation
Imagine that your user has placed a product in the shopping cart, or visited your landing page, but in neither case do you make the purchase. What to do? Have you permanently lost the user? Not at all!
In both cases, in fact, you have the possibility to insert the user in a conversion funnel that will lead him to the result you wanted to achieve. Through the use of tools such as Active Campaign, for example, you have the ability to track users who arrive at a certain page without converting. Depending on the goal you set yourself, you can then choose to follow the following paths:
- re-targeting the social media of users who have not completed the conversion;
- sending newsletters containing message and call to action aimed at converting the user.
In particular, the management of a newsletter gives you the opportunity to maintain contact and empathize with your target, giving you the opportunity to win their trust and to inform them periodically about your activities.
So, in this article I have tried to give you an overview of how to get in touch with your potential customers and increase online sales. Study the industry and get to know your target audience: this is the only way to get the results you’ve always dreamed of!