We’re about to head into the final quarter of 2019 (how did that happen?!), which means it’s time to take stock of what you’ve achieved so far and make a few final tweaks to take advantage of the holiday shopping season.
In fact, you’re far more likely to sell to an existing customer than a new one (60-70% as opposed to 5-20%).
Customers who have already made a purchase (or, even better, multiple purchases) with you not only add more items to their shopping carts on a single visit, but they also have a higher conversion rateand generate more revenue than new customers every time they visit your shop.
This is a difficult number to ignore. If you’re not already utilizing video on your product pages, it’s time to start.
Product videos or demo videos give consumers a life-like look at what you’re selling – something that’s incredibly important when shopping online. Videos help mimick the touch and feel sensation you find shopping in brick and mortar stores.
This store has a short video showing how their key covers work so that potential buyers can see it in action.
If you’re stuck coming up with video ideas, try some of these:
Demo videos that show your product in action
How-to videos that show your product being used to solve a specific problem in a specific way
360 degree videos that show your product from all angles
Each year, Macy’s puts together Christmas gift guides to help shoppers find the right gifts.
But there are plenty of ways you can make the most of the holidays.
Why not consider things like:
Creating holiday-themed landing pages packed full of seasonal products
Going all out and giving your website a holiday makeover
Creating specific content for the holidays (like Macy’s gift guides)
Offering discounts for certain holidays
Increasing the number of product emails you send out in the lead up to the holidays
Offering gift cards
6. Focus on Top Selling Items
Chances are, you already have a few products that perform better than others.
If you want to make sales quickly, maximize on this.
By highlighting your most popular products, you’re not only showing potential customers products that they’re likely to enjoy, but you’re also creating a sense of FOMO (fear of missing out).
If they see that loads of other people have purchased a specific product, they’re more likely to want it for themselves.
FitTea show a selection of their top selling products so that new customers can get inspiration and see what people just like them have already been spending their money on.
7. Reposition Your Products
But what about your products that aren’t selling so well?
If you don’t want to get rid of them entirely (why waste money on stock that isn’t shifting?), you might want to change the way you’re selling them.
It doesn’t mean your product is bad if no one is buying it.
Instead, it might mean that you’re positioning it in the wrong way. Maybe you’re focusing on the wrong benefits, or you’re trying to reach an audience that isn’t interested in it.
Either way, a quick rejig of its positioning can dramatically increase sales in a short space of time.
For example, if you’re in the business of selling cookbooks to students, really consider if that’s the right market. Are low-income, digitally-savvy individuals really going to buy hard-back books for their shared kitchens?
The answer is probably no.
However, working professionals who love to cook on the weekends might. By simply targeting the item to a new audience, you may find new life with the product.
Making the Most of the Last Few Months
Start by focusing on the upcoming holidays and think about the ways you can optimize your store for those.
After that, it’s a case of focusing on your best customers and products, incorporating short videos where you can, and offering discounts.
So what are you waiting for? 2019 is nearly over, what tweaks to your ecommerce sales strategy will you try?