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How to get more sales online

Why read this? How to get more sales online is always top of mind when you work in e-Commerce. In this guide, we share 3 skills which help you do that. Market research to better understand the shopper. Brand skills to build a strong e-Commerce brand. And customer experience tools and processes that help make sure you’re giving shoppers what they need. Read this guide to learn how to use these skills to get more sales online.

How to get more sales online

How this guide raises your game.

  1. Learn how key market research skills help you better understand what online shoppers need and want. 
  2. Read about the key brand marketing skills that help you attract and influence online shoppers.
  3. Review the key customer experience activities which make your brand more e-commerce friendly so you get more sales online.

As per our guides to e-Commerce planning and online retailers, there are quick, easy options to start selling online.

You can go on marketplaces and list your products in minutes, for example. But being listed for sale in an online store doesn’t mean anyone will buy them.

Online shoppers can choose from millions of online stores. And each of those stores can have hundreds, even thousands of products. 

So, in this guide we look at what you can do to drive sales online. We cover 3 key areas which help you drive e-Commerce growth.

Question mark spray painted onto a tree trunk among a wood of trees

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How to get more sales online - 3 key areas

First, we’ll show how market research skills support online selling. Knowing who your customers are is the first part of learning how to get more sales online. Building your understanding of what they need and want helps you create relevant experiences for them. Knowing where and when they buy helps you sell to them in the right places and at the right time. And of course, knowing why they buy helps you create persuasive messages and experiences. 

With this knowledge, you then work your way through the brand development process. Look at segmenting, targeting and positioning your brand to go after the right target audience in the right way. The e-Commerce positioning set up your whole brand identity. From that you can create strong marketing plans to help you get more sales online.

And finally, we’ll talk about the e-Commerce customer experience. What are the key steps where you interact with online shoppers? How do you influence the online customer experience journey to make a sale more likely? We’ll look at the key activities you can do to make the customer journey smoother. 

How to get more sales online - Market research

Our market research process guide shows the first step as defining the business problem. So, if your question is how to get more sales online, then you’ve already started to define that problem. 

But on its own, that’s quite a broad question. So, let’s look at what other research questions you should explore to refine your market research brief.

You can build these questions using the 5W questioning approach. (See also our article on the 5Ws of idea generation). 

These 5Ws are who, what, where, when and why. Each of these frames key questions you ask to explore an overall topic. In this case, how to get more sales online.

Market research process - Define problem, research problem, analyse and put answer into action

Who

First, who is your ideal online customer? Can you build a picture of them, and bring them to life for others? Market research can help you build this customer profile as you can gather data and insights about actual customers.

So, who currently shops online in your category for example? How do you identify them? Do they share any common characteristics? Are there similarities in demographic variables  – age, gender, income, where they live for example?

Are there any common behavioural variables? Do people buy the same products all the time, for example? Or do they tend to buy a range of products?

This market research gives you the inputs you need to go through the  segmentation, targeting and positioning process. We’ll come back to this shortly.

What

You can then expand out from who, to ask more what questions. So, what needs do online customers currently have? And what do they currently do about it? What products do they currently buy online?

These types of questions help you benchmark current online shopping behaviours. You can see how well competitors do, and work out how your online customer experience needs to be different and better. That’s how you define your e-Commerce competitive advantage.

Where

So, if you know what online shoppers buy, the next question then is where. Where do they shop online? Which online retailers do they visit? Do they get the information they need to buy on that site? Or, do they check out brand sites first?

When they go on the online retailer site, which pages do they go on? Do they browse the category? Or, do they go straight to the product page?

And even before they buy, where do they spend time online generally? Which digital media channels do they use? And on which of these channels do they see advertising which drives them to online stores?

Screengrab of Amazon.com.au home page, headline says Join Now - Prime Video and shows image of The Test : A new era fro Australia's team and an image of Steve Smith

These types of questions help you refine your overall e-Commerce strategy. They help you decide to sell through online retailers and / or to sell direct to the consumer. 

These where questions help you set online distribution targets for your brand. Where does it need to appear so online shoppers will buy it?

When

Online stores never close. They are open 24/7, 365 days a year. But, that doesn’t mean people shop all the time. There will be certain times of day or days of the week or times of the year, when they’re more likely to buy.

If you can identify when these key times are, that has important implications for when you carry out online activities. You want shoppers to see your brands at the times they’re most likely to buy. That impacts when you run media and sales promotions, for example. 

Why

The final 5W question then, is to dig more into why. Why questions usually require qualitative research.

They can be the hardest questions to answer. But also, the most important to drive e-Commerce growth. 

Online shoppers don’t often think deeply about why they choose certain products or use certain online stores.

You may need to start with some generic hypotheses about why people shop online, and let your research evolve from there. As per our what do online shopper want article, most “why” answers for online shopping are about ease and convenience, range or price.

Neon sign with a question mark inside a square at the end of a dark corridor

But if you probe on these areas, each of these has deeper levels of insights. And they are not mutually independent.

So, for example, which is more important, price or convenience? Would you rather have the convenience of same day delivery, but pay $10 extra? Or, be prepared to wait a week, but have free shipping?

Market research can help you answer these types of questions.

Market research methodologies

Your research questions would then feed into a market research brief. This defines what you need to know about online shopping for your business. 

The answers to the research questions will then come from online shoppers themselves.

These answers will clearly gives you direction on how to get more sales online.

Depending on the size of your business and budget, your market research approach may cover one or more of the research methodologies. 

Secondary research is relatively quick and low cost. But, it may not give you the detail you need. 

Market research brief template

Qualitative research certainly helps you dig deeper on the important ‘why’ question. And, it can help you develop ideas and concepts to test. But it takes longer and costs more.

And quantitative research helps you validate those ideas and concepts and prove business cases. That’s important if you need the validation to secure investment and want more certainty. But quantitative research take the longest time, and it’s the most expensive to run.

How to get more sales online - Brand development

It’s likely your market research will show that not all online shoppers are the same.

There will be different groups or segments who share similar attributes. And these segments may be different sizes and require different marketing approaches. 

So, it’s important you can research these segments, and identify which are the most attractive and relevant.

This helps you set up your business to best meet those opportunities.

Ideally, you carry out a segmentation, targeting and positioning approach for your sales online. You may already have done this as you built your brand. But, even so, you still need to factor in the impact of online selling.

Segmentation

Online shopping segments may not be the same as segments of shoppers who shop in traditional channels. They may be different sizes. Or have different attributes that distinguish between them. 

So for example, the demographic splits might be different. You might have younger shoppers who have grown up with online shopping. They might be more comfortable using the technology. 

Or you might have older shoppers who are less mobile, and find it harder to go out. They might shop online for the added convenience of not going to a store. 

Shopping occasions and times can vary from traditional retail segments. 

So, you might have a segment of shift workers, or parents with newborn children. These segments can find it difficult to get to traditional stores during the day. But online shopping is convenient because it lets them shop at times that suit them.

You might also find segments who buy in bulk quantities on behalf of others. So, tea and coffee supplies for offices and businesses, for example. Or other areas where groups come together. We know of one category where prisons, hospitals and day care centres are the biggest online shopping segment, for example. 

These online shoppers value the convenience of having large quantities delivered. 

Targeting

From this identification of segments, it’s important then to identify the highest potential segments. You would use a market attractiveness approach and identify attractiveness variables. 

The variables you use depend on what you discover during the market research process. 

But clearly, how much people spend online, and how often they buy would be factors to consider.

You’d also want to consider the level of competitiveness for each segment. If online shoppers already buy something and are happy with it, it’s going to be harder to get them to change their behaviour. 

Archery target with arrows in bullseye to symbolise marketing targeting

When it comes to e-Commerce, your targeting approach also depends on whether you use online retailers, you set up your own store, or both.

Because online shopping generates a large amount of data, online retailers may already have their own segments they can share with you.

This segments might be based on past online shopping behaviour, where people live, or what time of day they shop, for example. So you could target heavy, medium or light users. Or, shoppers in a particular city or region. Or, shoppers who shop early in the morning or late at night.

And when you have your own online store website, you have direct access to all this sort of data. So, you can use this data to test out what you think the segments and best targets are. This generates new data, that you can use to refine your approach.

Positioning

You finish this part of the process with your positioning. This clarifies who your target audience is. It clarifies the benefit that your product offers. And in the case of online shopping, it stretches the frame of reference to include the context of it being sold online. 

This can take you into some of the benefits that we mentioned previously, like ease and convenience, range and price. But it can go beyond those. For example, the frame of reference could also cover service offers like speed of delivery, or customisation of the product. 

The positioning statement is the summary of what the brand is, what it offers and what its competitive set is. It then also covers the key point of difference based on the benefit, reason why and reason to believe to show why consumers would and should buy it. 

This helps you define both your competitive strategy and your competitive advantage which lead you towards building your brand identity.

Brand identity

Brand identity is a combination of tangible and intangible assets that defines what your brand thinks, feels and does.

It defines what your brand looks and sounds like with consistency and clarity.

Brand identity helps consumers find you, and helps them connect with your brand. 

When it comes to how to get more sales online, it’s important to flex your brand identity so that it fits the context of online sales. 

Do your essence, values and personality come through clearly in your advertising and your packaging and on your product page, for example?

Brand identity asset classification - intangible - tangible - rules - playbook

Use a framework like the brand identity wheel, to make sure key tangible assets are suited to selling online. These sorts of tools are helpful to make sure all the different parts of your brand identity connect together. 

Does the fact you are selling online change any of what the shopper might answer on “how it makes me feel” or “what it says about me” for example?

When you make sure your brand identity fits what the online shopper is looking for, you build trust and consistency. These remove barriers to online selling that might otherwise stop the customer deciding to shop with you.

This increases your chances of selling more online.

Brand identity wheel showing elements of brand identity including essence, values, personality, and benefits

Marketing plan

The final marketing skill to support online selling is then your marketing plan.

This should cover the different “P” elements of the marketing mix such as product, price, promotion, place, people, physical location and process. These “P”s then informs what you do, how you do it and when you do it.

Your marketing plan drives activity in key areas like advertising, digital media channels and online sales promotions.

Read our e-Commerce planning process guide for more detail on how and where e-Commerce connects to marketing planning.

Examples of the marketing mix 4Ps and 7Ps - product, price, promotion, place, people, process, physical location

How to get more sales online - Customer Experience

Though you can include customer experience as part of a broader marketing strategy, it has such an impact on e-Commerce, you should consider it in its own right.

It’s an important process to identify how to get more sales online. It’s what drives most e-Commerce growth

Customer experience (CX) development combines marketing and technology into an approach which aims to improve every interaction the customer has with your brand.

It aims to find and fix key pain points in the customer journey. This is the different interactions the customer has with the brand. Theses improvements help customers have a much smoother journey towards buying. 

Customer Experience Development process

Personas

This approach brings together a number of processes, tools and software systems.

You can use customer experience tools in conjunction with the marketing skills outlined above, to help bring to life the target and the plan. 

So, for example, customer personas help visualise “who” your target audience is. That’s helpful when you’re writing briefs for example. 

You can show the type of person you’re talking about, and what they think, feel and do. It means key activities like advertising, copywriting and sales promotions can be made to feel more relevant.

Customer Experience Personal Template Blank.001

Customer Journey Map

The customer journey map helps you identify the key touchpoints where the shopper interacts with your brand.

With this map, you can identify specific digital media channels for example to make customers more aware.

You can identify key parts of the store website to drive consideration and conversion.

The map can identify ‘pain points’ the online shopper feels at each stage, and drive you to look for solutions to those pain points. 

When you simplify down what needs to happen with e-Commerce customer experience, there are really five key areas to focus on.

Customer Experience Journey Map

Digital media

Clearly, online shoppers need to know your page exists, and to visit it, if you’re to have any chance of selling online.

So, clearly a great way to start on how to get more sales online, is to make people aware of the product page. And persuade them to visit it. 

So, you need activities like advertising and public relations to drive awareness.

But, you want to prioritise key digital media channels like search, social and display advertising to make it easy for online shoppers to reach your product pages.

But once, you create awareness, and online shoppers visit your product page, how do you then influence them to buy?

e-commerce planning process - 5 key steps in e-commerce experience

Shop website - product pages

This is an important step when it comes to how to get more sales online. When a shopper visits your product page, it’s a good sign they’re interested. 

The way you present your product and product information on this page is important. As part of the customer experience journey, it’s where the shopper makes the decision to buy. 

Or, not. 

And actually, it’s usually “not buy”. 

As per our article about D2C costs and how they freak out accountants, the average conversation rate (the percentage of visitors who buy) is normally only around 2%. 

2%.

That means 98% of the people your advertising dollars encourage to visit the page, don’t generate you any sales. So, that means you need a lot of visitors. And, you need to do everything you can to push up that 2% conversion rate. 

But, the good news is there are things you can do. E-Commerce sellers who’ve made product pages which outperform this 2% are open about the principles they use to do it. And while these principles don’t guarantee sales, ignoring them almost certainly guarantees that you won’t sell. 

So, implementing these basic product page principles should be part of your customer experience development.

That applies both to when you have you own store website, or you manage your product pages on an online retailer’s site. 

When you do go through an online retailer, you have to work around their systems and way of working. But as per a recent article, most retailers will expect you to supply brand assets that meet these basic principles. 

Product pages - basics

At the simplest level, you need to create 3 core elements for every product page. You need the product name, product image and product information. They’re the bare bones of your product page.

Product pages can and do clearly contain more than that, as we’ll go on to cover. But, you really need to start with getting these 3 parts right.

Product name

Your product name needs to be clear, consistent and easy for online shoppers to find. This might seem obvious. But, the product name has to be able to identity very specific variations of a product. And, that can get more complicated.

A keynote page showing product page basics - product name, product information and product images

So, your product name will likely consist of a couple of different elements that help consumers narrow down and identify exactly what the product is. If you sell on an online retailer site, the first element would likely be the brand name. Then you’d include a sub-brand name to narrow down what the actual product is. And then, you might need to include a third product identifier to specify the exact product.

It’s easier to understand how this works, when you look at real-life examples.

Example - Coca-Cola

So, for example with this Coca Cola product name listing on Amazon. 

The brand name is clearly Coca-Cola. But that also covers all Coca-Cola variants like Diet Coke, Coke Zero, Cherry Coke and so on. But then, with the sub-brand name, Classic, your choice is narrowed.

And then the product identifier is the pack size – Multipack cans 36 x 375ml. With these three elements, you know exactly the product you will get. 

Example - Levi's

Let’s look at a fashion example. 

Here the brand name is Levi’s. But that covers a wide range of products. 

The sub-brand then narrows it down to “Men’s 501 Original Fit Jeans”. With this, we then know exactly who it is for and what the style is. 

At this point, we haven’t narrowed it down to the specific size of the jeans in the product name. That is the product identifier.

Screenshot of Levi's Men's 501 jeans on amazon.com.au

But look at the page, and you can see this size selection is right there under the product name.

Behind the scenes, the full product name in Amazon’s systems will include the size. It needs to so the warehouse will find the right product.

But, for the shopping experience, Amazon have chosen to make it easier by having you pick the Brand / Sub-brand and then size in two separate choices.

There’s a balance here, between giving enough information in the product name to make it easy to find and identity. And not giving too much information, and making it confusing.

In general, it’s better not to ask the shopper to deal with any more than three elements of the product name at any one time.

So, if you look back at the example above from our online shop, we’ve organised the product name with three elements. Design name – Gender – Product Type. So, “New Zealand Invention – Men’s Premium Tank Top” for example.

Like most of our products, there are then different size and colour options. And these are indeed, all part of the product name in the back-end systems. But the shopper picks them only after they find the design and style they like.

Product Images

Online shopping in many categories is driven by visual appeal of the design of the product.

You want to make sure that your product photography creates this appeal and drives sales.  

But even before that, you need to make sure it’s accurate and up-to-date. 

If a customer orders a product based on an old or misleading image, they’ll be disappointed if something different arrives.

This can lead to complaints and requests for refunds. And, possibly even legal action. 

Obviously, not a good thing. 

Screenshot of the range of T-shirts available in the three-brains shop

Product image checks

As part of your photography evaluation, you need to think about how your product photos are lit and what the background and context will look like.

In low involvement and functional categories, where the product is the “hero”, you will want to keep backgrounds simple and unobtrusive.

But in high involvement or emotional categories, it can create more impact to include lifestyle shots. These types of shot show the product in action, either with models, or with props to show them off.

You also want to make sure that the image is a high enough resolution and quality. 

Woman holding camera showing photography for marketing skills

So, if the site allows the shopper to zoom in on the product for example, it needs to stay sharp and legible. However, the file size needs to be not too large, or it’ll be slow to download on the page. Most sites define the optimum file size and image dimensions they need.

In most cases, it also helps to show the product from multiple angles. Front, back, top and sides for example. It can help if the shopper has a 3D rather than 2D view of the product.

You also want to consider how many product images to show. When it’s someone else’s site like with bricks and clicks or pure players, they control how many images you can show.

But if it’s your own store, you choose how many and which products to show. Try to find a good balance. You want to pick enough to make an impression, but also not so many it overwhelms the shopper. Something around seven plus or minus two is usually about right.

Supplying and managing product imagery

You also need to consider how you will supply and manage the product imagery. This might be as simple as sending an email to the online retailer. But, as we cover in our product information management systems article, you often manage images through online spreadsheets, or third party services like skuvantage.

And finally, it’s also worth checking what your packaging actually looks like on screen. If you developed your packaging to stand out on shelf in a physical store, that doesn’t mean it will still work in digital formats. We cover how packaging and e-Commerce need to work together in another article.

Product information

The next product page requirement is all the relevant product information. This information usually comes from the packaging.

It will include a combination of mandatory information, such as nutritional and allergy information on food products, and key selling messages.

These selling messages should cover key features and benefits to help persuade the consumer to buy.

It’s important to apply good sales copy principles. 

You also want to double check basic spelling and grammar to make sure there are no mistakes. 

A keynote page showing product page basics - product name, product information and product images

These look unprofessional and can impact sales. When you spot mistakes, you need to fix them quickly.

Either fix it yourself in the product information management system, if you can. Or, ask the online retailer to fix it.

In addition, you also need to think about how to make this product information content search friendly. You should make sure you know the key principles of writing for search, and use them.

Which keywords do you prioritise for example? And how do you make sure all the metadata is set up correctly to make it search friendly?

Once you have the product name, product images and product information in place, it’s time to look at what else you can do. There are more areas you can influence to help you with how to get more sales online.

Product page checklist

As you can see, with our detailed product page checklist, there are a number of other areas to consider after the name, images and basic information. 

Let’s look at each of these in turn, and review what’s possible to improve the sales performance of your product page.

Price

Obviously, price is one factor that influences whether the online shopper’s decision to buy. So, you need to make sure the price is easy to find on the product page. And, on any navigation pages.

On product pages, the price normally appears near the product name, and the call to action button.

How to get more sales online - detailed product page checklist

On navigation pages, it’s usual to find it below the product image.

Price works at 2 levels.

First, at a marketing level, it’s part of the overall marketing mix, as per our marketing plan guide. It reinforces the positioning as price often reflects whether your product is high quality, or more mainstream. 

Then, at a sales level, you can add promotional price discounts as per our sales promotions guide. These can help persuade customers they’re getting a good deal at the price. Or that they’ll miss out on the deal if they don’t buy.

When used online, you should also consider how you present the price. There’s evidence that smaller fonts make customers perceive price as less than bigger fonts for example. And you can use the principles of psychological pricing to, for example, decide whether to include decimal points or round the price up to the nearest dollar.

Call to action

You also want to make sure the call to action button is clear and captures attention.

The “call to action” is what you want the online shopper to do next.

It’s common to play around with colour and typography on the call to action button to make it stand out and be easy to recognise. It should have a clear action such as “Buy now” or “Add to cart” to make it obvious, what you want the online shopper to do next.

So, in our example above, we add a green background to the “Buy Product” box to make it stand out more. Our normal Call to Action buttons are white font, on a red background.

An old pocket watch dangling hypnosis style in front of a leather chair with a speech bubble saying "Buy me..."

This is the only time on our site we use a different button colour scheme. It helps to show that it’s a different action from just visiting another page.

While “Buy now” is your obvious call to action at the point of purchase, you can also build in other calls to action at different points of the online shopper experience.

For technical or detailed products, the call to action might be to book a consultation or a call-back, for example. After the shopper buys the product, the call to action could ask them to comment, or leave a review of their experience.

Customer reviews from real shoppers are a great sales and marketing tool. They feel independent and unbiased to other customers.

So, they do a double job. They help you track how happy your customers are. And, they persuade other customers that you offer a good online shopping experience.

Even if you only ask customers for feedback and don’t publish it, giving customers the opportunity to tell you how you have done builds trust and confidence in your brand.

Category filters

Each product page needs to fit into the overall navigation hierarchy of the site. This is done with the URL set up of each page. A filter usually defines a group of products and each product page within that group becomes an extension of the filter page URL. 

Think about these filters as the digital equivalent of aisles in an actual store. They group similar products together so that they are all in one place. It makes it easier for the online shopper to compare similar products. You normally find these filters in the navigation bar. They are also used to create the URL naming structure of pages within the site. 

So for example, let’s say hypothetically, we were selling this T-shirt design on amazon.com. 

To make it easier to find this product, we’d adjust the category filters. And these filters would then help to build the URL for the design. So, for example the filters might be T-shirts, then men’s T-shirts and then our product name. 

So, the URLs would build like this …

Category : amazon.com/tshirts

Sub-category : amazon.com/tshirts/mentshirts

Product URL : amazon.com/tshirts/mentshirts/ threebrainsnumberonetshirt

The owner of the online store website usually decides on this hierarchy of the navigation. They should do this based on market research with consumers to see how they navigate the site and find products. 

Man standing in front of a river wearing Sweatshirt that says Come and have a go in the shape of a number one

It is the type of site functionality which you can test and evolve over time. The navigation hierarchy also helps with search functionality. It makes it more obvious to search engines what the product page is about.

Search

Which brings us on to the next check on the product page.

Though shoppers can find their way to the page using the category filters, they may also search on the product directly. They can do this on Google. Or, they can use the internal search function that normally comes with e-Commerce sites.

If you’ve written your sales copy to include the product name and product description using the principles of SEO writing, then your product should appear when shoppers search for it.

If the product doesn’t appear, you should review your SEO approach and diagnose if there are any issues.

Dan Murphy's website showing 0 results for search on "delivery charge"

It may be that Google for example takes some time to index the page, and it appears a few days after you publish it.

 But every time a shopper searches and the page doesn’t appear, you potentially lose a sale. So, it’s an important part of your product page to test. 

You also want to consider what to do on paid search if online retailers are bidding on the same search terms as you. This can push the price of paid search up. So, you would want to review your digital media strategy to make sure that search enquiries go to the right place. 

Search queries to learn more about the brand for example, you want to push to your brand website. But search queries where “buy” in included in the search query, really need to go to a shopping site, either an online retailer or your own store.

Responsive

The final check on your product page is to see how it appears on different devices. How does it appear on desktop, tablet and mobile phones? Most websites are now set up to be “responsive”, which means they adapt their display to the device being used. 

This can affect the orientation of images (portrait and landscape), the size of fonts and buttons and even how much information is displayed. Mobile formats for example usually need bigger images and buttons and have less room for long copy. 

In the example video from our shop when you view the page in portrait on a mobile phone, you can see text and images “fit” the screen. Even though the space is very different from a wide screen as seen on a desktop.

But when you tilt the phone and look at the same content in landscape mode, everything readjusts to fit the screen size.

Most shoppers wouldn’t even notice that this happens.

But if you HAVEN’T set up the site to be responsive, they certainly will notice. Images and text might float off the screen, or look really tight and cramped. These can reduce the trust that the shopper feels in the online shop, and so reduce the chances of a sale.

Payment, delivery and customer service

Your level of involvement in the payment, delivery and customer service depends on whether you manage your own online store, or you sell through online retailers.

When you manage your own store, this part of the customer experience is normally called Order to Delivery. See our separate guide for more on this. 

So, how to set up payments so they go securely from the customer to your bank. How to manage storage, and the physical transportation of the products.

And some of the typical customer service scenarios like lost orders, damaged orders and claims for refunds.

From a customer experience point of view, you need to test each of these systems as though you were an actual customer. Look at how to make it as easy as possible for the shopper.

Friction points

Ideally, once the customer places an order, they shouldn’t actively need to do anything else until the product arrives. 

Any time the customer has to do something, this creates a friction point. Part of your online store testing is to make sure minimise the number of these friction points.

You can do this by keeping the customer informed of the progress of the order, for example. Automated messages to show the order’s been received, processed and dispatched help reassure the shopper their product is on the way.

Tracking links from the courier help customers physically track the location of the product.

Person sharpening the blade of an axe on a grinding machine

Anything that lets them know when their product will be delivered helps to remove these potential friction points. The less friction points the smoother the experience. You may well need extra IT skills to help you set up these messages, and links. 

You also want to consider how to remove friction points that can affect your business. So, customers who receive a package and claim it wasn’t delivered, for example. Most delivery companies will now get a signature when they deliver an item. Or they’ll take a photo of the delivery, if the shopper has given “permission to leave” the product. 

Having clear FAQ sections and contact details helps boost the confidence of the shopper in your e-Commerce system. After all, they have already paid the money for the goods.

They depend on the efficiency of your order to delivery process to get the product to them quickly and in one piece.

Follow-up contacts to make sure the customer is happy, or to make complementary offers or share ideas can help build longer-term goodwill and drive repeat purchases. Set up your CRM systems to help with this.

Repeat business from loyal customers is where e-Commerce businesses get a solid base of sales.

Screenshot of the Three-brains website FAQ page which says questions and answers to help you raise your game

Advanced e-Commerce techniques

This checklist of ideas ensures you create a better customer experience for online shoppers. The better the experience, the more you sell online. 

Do the research to understand customer needs. Build a relevant and appealing brand identity. Set up an efficient order to delivery system and great customer service.

For further ideas on how to improve your customer experience to drive even more sales, check out our article on advanced e-Commerce techniques.

This article shows you how to do more advanced online selling like online exclusives, subscription models and offering online services

Bundaberg rum website page showing their exclusive range of products

Final thoughts on customer experience in e-Commerce

We’ve identified many of the common touchpoints to persuade and convert online shoppers to buy your products.

But how you best bring that to life at each stage, means you also need to build this into your marketing plans.

And then that plan needs to be put into action

The needs you uncover with market research, and your brand identity need to come together at each touchpoint.

They need to give a consistent experience that builds confidence in the online shopper. You want them to feel connected to your brand and how it is sold online.

Man leaping between two cliff edges with signs for planning on one edge and action on the other edge

It’s important to review and optimise each stage. This can feel like an overly detailed part of the process. But, often small improvements can drive large changes in behaviour. And this will have a positive uplift in online sales.

You want to remove any potential barrier or reason to not buy. Ideally, try to make it so it’s actually easier to buy online than not. Using a customer experience approach is an important habit to get into, when you’re trying to work how to get more sales online

Conclusion - How to get more sales online

We hope this guide has given you ideas and inspiration on how to get more sales online.

If there was a guaranteed way to drive e-Commerce growth, everyone would be doing it.

But by applying and learning key market research, brand development and customer experience skills as we’ve outlined here, you can improve your chances of being a successful online seller enormously.

E-Commerce as a channel is relatively easy to get into, but relatively hard to do well.

That’s part of the fun and challenge.

Close up of woman's hands holding a bunch of dollar bills and in the process of counting them

You need to weave together multiple skills and balance out the creativity needed to create products and experience that sell, with the more logical and practical processes and systems that make online selling run smoothly. 

That’s how you build the skills and learn how to get more sales online. 

It’s part of an overall customer-centric and digital way of doing business, that we’ve tested and learned and use as part of our own business on a day-to-day basis.  

Three-brains and e-Commerce

We’ve worked on many e-Commerce projects and have good experience across e-Commerce planning, working with online retailers and building online store websites. We know how to connect these expertise areas back into driving your brand marketing and growing your sales. 

Contact us, if you want to know more about how we can support your e-Commerce to grow your business through our coaching and consulting services.

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