Category Archives: E-Commerce

Guarantee Your Sales!

Have you ever taken a plunge on a new product and realized it just wasn’t what you were hoping for? I know I have, and as a direct result, when I do my online shopping, I look for a guarantee. Though it might seem like a big risk as a small business, guarantees can actually pay you back with more sales, customer loyalty and buyer confidence.

When customers are looking for which product or service to choose, a guarantee might be the deciding factor – offering the risk-free purchase they desire.

Some of the other benefits of offering a guarantee are:

Customer Buying Confidence – offering a guarantee ensures customers they can purchase with you with no need to worry

Increased Sales – If someone is not 100% sure of their purchase, this might give them the final push they needed to complete the sale.

Give you a leg up on the competition – This can be a real differentiating point between you and your competitors – so use it in your advertisements and marketing!

Internal quality control – In order to make sure these guarantees don’t have to be used, this can create a way to ensure the best service and product you offer is consistently being delivered – a sort of check and balances for your internal team.

With a good product or service and a sound guarantee in place, you are sure to see sales skyrocket!

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The Power of Word of Mouth

Word of mouth marketing has been a proven tool in generating interest, traffic, awareness and ultimately – sales. But how has word of mouth marketing changed in the past few years? With the advent of the internet, information is literally at your fingertips in a matter of seconds. Wide searches and reviews can generate foot and internet traffic for retailers and businesses.

However, one of the most important advances has been the use of social media for businesses. Forrester analyst Augie Ray recently wrote Word of Mouth and Social Media: A Tale of Two Burger Joints. This article discusses how two wildly popular restaurants rose to success – one over the course of 10 years, and the other – in just one year. How did this happen, and how can we all learn from this success?

- Twitter and Facebook engagement – get followers and fans and talk to them…it’s a quick, informal and viral way to disseminate information
o Offer prizes for contests such as trivia, scavenger hunts, pop quizzes, and holidays
- Use social media for promotions to drive and retain loyalty
o Offer special deals, sales, or insider information to encourage your customers and
prospects to visit often and enjoy the site
- Create videos on YouTube – product, sales, events…the possibilities are growing every day!
- Focus on time, not money.

Social media requires very little money to be successful, but it does require time. Devote time to creating interesting and compelling tweets and posts, and responding to your interactions. This type of activity fosters some of the most powerful word of mouth success available.

So get out there and be social start with us!

Optimize Your Website for Success

In this economy, people are taking a lot longer to buy, doing research, and looking for the best deal. I came across an article from ClickZ on “Optimizing Your E-Commerce Site: Three Levers for Success” and feel that it provides a great sum up of how you can improve your website to hopefully grab that next sale or lead. Here’s a quick rundown:

Audience
Understand your core demographically, geographically, and behaviorally.
· Do you have consistent messaging across the site?
· Are you targeting your core customers in the way most appealing to them?

Offer
Utilize the 4Ps: Product, Pricing, Place, Promotion
Product
· Is your product presented in an appealing and information way?
· Do you offer anything special with the product – guarantees, upsells, cross-sells?

Pricing
· Can you sell in bulk or groups?
· Is the pricing consistent across all channels?
· Can you offer special pricing?

Place
· Where do customers land?
· What will drive them to make that last purchasing step?

Promotion
· Offer shipping promotions.
· Coupons for future orders.

Creative
Focus on: benefits, call to action, media/format, response channels, and branding
· Test images/photographs and copy.
· Button language/placement.
· Use of colors – easy to read.

Even if you’ve considered all of the above in optimizing focused on your audience, offer, and creative, a very important piece of the puzzle is measuring your results. Look at visitors, sales, and costs. Have any of these increased, decreased, or stayed the same since your tests or optimizations? How about compared to last year? Test and measure, test and measure, and continue to make adjustments to find the sweet spot.

Bottom Line: It’s a tough economy, fewer people are buying, but people are still buying, encourage them to buy from you.