Selling via an online store: 15 nuances
Posted: Wed Dec 18, 2024 5:22 am
At the beginning of last year, 2020, the audience of Russian online stores already reached an impressive 60-65 million people. However, in the middle of the year, Kommersant reported an increase in the number of online buyers by as many as 15 million! Since periodic self-isolation and various restrictions accompanied offline trade throughout the year, we were faced with a new reality - millions of Russians who previously preferred to shop exclusively offline have become accustomed to shopping online.
The pandemic will certainly end, but the developed consumer habits will remain. Online sales will increase even more. Therefore, the topic of developing/optimizing your own online store is now more relevant than ever.
In this article, we will tell you about 15 ways to squeeze maximum profit out of your online store and the nuances of using these methods. By the way, these techniques also allow you to make the online shopping process comfortable and relaxed!
1) Spread input fields across different pages of order forms. The shorter the form, the better. However, in some cases, you can't do without asking for a lot of information. In order not to scare the user with a long form, you should spread it across several screens. This simple technique increases the likelihood that the potential buyer will fill out the form to the end.
2) Allocate the most popular places for sales leaders. And in the search results on the site, make the default sorting from the best-selling to the least popular. Practice shows that online sales require following the trend.
3) Show the product in use. Too many online stores neglect the opportunity to liven up their product range by showing products in use. Here's how we used this technique in the robot vacuum cleaner online store we developed :
4) Let newcomers be next to leaders. If you have new products that you want to promote, place them next to sales hits. On the one hand, this will attract users' attention. On the other hand, the halo effect will work, buyers will consider these products to be of higher quality (since you put them on the "golden shelf").
5) Do not allow “empty shelves” to appear (or make an appointment to purchase the missing item).
A comparison with city shopping centers is quite appropriate here, where every square meter must bring profit. In an offline store, careful attention to every meter is dictated by the limited retail space, and in an online store, every inch of screen is worth its weight in gold, because the viewing depth of any site is not infinite.
6) Use comparison. It is inconvenient to compare products by switching from one browser tab to another. The comparison function in an online store makes this task easier. This is especially relevant for selling technically complex products online - household appliances, vehicles, tools, etc.
For example, when developing an online store for the well-known brand Kerher , we simplified product comparison for the consumer as much as possible. As soon as he selects several products of interest and clicks the "compare" button, a table appears in front of him, comparing the products according to the most important criteria - weight, power, operating whatsapp number usa requirements, etc.
On the one hand, it helps a person to quickly choose a product that meets his needs. On the other hand, it helps to highlight the advantages of the locomotive product.
7) Upsell. Many products can be complemented with products and services that accompany their use. Firstly, the buyer objectively needs them. Secondly, their cost seems low compared to the main product, thanks to the contrast principle that we discussed in one of our previous articles. Thirdly, this facilitates the online sale of small items that would be unprofitable to sell separately (since delivery would be more expensive than the items themselves).
8) Remind about abandoned cart. Surprisingly, some entrepreneurs still underestimate remarketing. According to a study by Statisto, 69.57% of users abandon their cart without making a purchase.
You spent money on each of these people, driving traffic. Some of them were actually interested in buying and left the site for some minor reason like:
slow loading;
desire to consult with someone;
the desire to compare your product with competitors' offerings;
a banal everyday incident like an urgent call from work or a child scraping his knee.
What to do: set up remarketing ads, send reminder emails. For inexpensive products - as quickly as possible, within an hour. For expensive bituminous products - within a few days.
You can also use a simple but useful functionality, saving the cart. We used it in the online store we developed for selling vinyl records
The pandemic will certainly end, but the developed consumer habits will remain. Online sales will increase even more. Therefore, the topic of developing/optimizing your own online store is now more relevant than ever.
In this article, we will tell you about 15 ways to squeeze maximum profit out of your online store and the nuances of using these methods. By the way, these techniques also allow you to make the online shopping process comfortable and relaxed!
1) Spread input fields across different pages of order forms. The shorter the form, the better. However, in some cases, you can't do without asking for a lot of information. In order not to scare the user with a long form, you should spread it across several screens. This simple technique increases the likelihood that the potential buyer will fill out the form to the end.
2) Allocate the most popular places for sales leaders. And in the search results on the site, make the default sorting from the best-selling to the least popular. Practice shows that online sales require following the trend.
3) Show the product in use. Too many online stores neglect the opportunity to liven up their product range by showing products in use. Here's how we used this technique in the robot vacuum cleaner online store we developed :
4) Let newcomers be next to leaders. If you have new products that you want to promote, place them next to sales hits. On the one hand, this will attract users' attention. On the other hand, the halo effect will work, buyers will consider these products to be of higher quality (since you put them on the "golden shelf").
5) Do not allow “empty shelves” to appear (or make an appointment to purchase the missing item).
A comparison with city shopping centers is quite appropriate here, where every square meter must bring profit. In an offline store, careful attention to every meter is dictated by the limited retail space, and in an online store, every inch of screen is worth its weight in gold, because the viewing depth of any site is not infinite.
6) Use comparison. It is inconvenient to compare products by switching from one browser tab to another. The comparison function in an online store makes this task easier. This is especially relevant for selling technically complex products online - household appliances, vehicles, tools, etc.
For example, when developing an online store for the well-known brand Kerher , we simplified product comparison for the consumer as much as possible. As soon as he selects several products of interest and clicks the "compare" button, a table appears in front of him, comparing the products according to the most important criteria - weight, power, operating whatsapp number usa requirements, etc.
On the one hand, it helps a person to quickly choose a product that meets his needs. On the other hand, it helps to highlight the advantages of the locomotive product.
7) Upsell. Many products can be complemented with products and services that accompany their use. Firstly, the buyer objectively needs them. Secondly, their cost seems low compared to the main product, thanks to the contrast principle that we discussed in one of our previous articles. Thirdly, this facilitates the online sale of small items that would be unprofitable to sell separately (since delivery would be more expensive than the items themselves).
8) Remind about abandoned cart. Surprisingly, some entrepreneurs still underestimate remarketing. According to a study by Statisto, 69.57% of users abandon their cart without making a purchase.
You spent money on each of these people, driving traffic. Some of them were actually interested in buying and left the site for some minor reason like:
slow loading;
desire to consult with someone;
the desire to compare your product with competitors' offerings;
a banal everyday incident like an urgent call from work or a child scraping his knee.
What to do: set up remarketing ads, send reminder emails. For inexpensive products - as quickly as possible, within an hour. For expensive bituminous products - within a few days.
You can also use a simple but useful functionality, saving the cart. We used it in the online store we developed for selling vinyl records