The best metric for brand success is your bottom line. Growing your sales figures is the best way to boost your overall revenue – but to do this you need to be strategic.
Here are our tips for enticing your shoppers to become purchasers who are happy to spend up, and then come back for more.
1. Make an offer
Short-term gain is something we all find hard to overlook. We’re all driven by a fear of missing out, so we grab on to opportunities when they present themselves. This is why limited-time offers, discounts and sign-up perks help boost conversion.
Here is how to add a discount on your Kong store.
2. Use your own words
The pen is a mighty implement that can be overlooked in today’s image-heavy world. Use yours to write product descriptions that appeal to two audiences: search engines and real life people. Effective, engaging and descriptive product descriptions that highlight the benefits of what you’re selling will entice window shoppers to become actual shoppers.
3. Get snap-happy
High quality, creative product photography helps show your products in their best light. Done properly, it’ll help your customers see exactly what they’re buying, what it’s like to use, and how it can be incorporated into their lives.
The what is one thing, but it’s the benefits of the product that will tip the customer over from “just browsing” to “purchase” territory. Use your photos to show just why your customers need your product – and why they can’t do without it.
4. Start Filming
Go that extra step beyond product photography with video-based product descriptions – or even product reviews, how-tos, interviews and “sneak peeks”. Videos are a great sales tool on their own, and can easily be incorporated into a wider sales and branding push. They don’t have to be long and professionally produced, either – depending on your brand, a Vine or even a GIF can be all it takes.
5. Tell your story
The “About Us” page is usually one of the most visited on a website. We’re all curious, and we want to get to know the personalities and stories behind a business before we commit our money.
Take the time to put together a genuine tale of your business, its origins, and its goals – and of course how you fit into the picture. Keep it free flowing and friendly, and always bear your audience in mind. Photos and videos can be a great way of illustrating who you are and what you do, creating an emotional “buy-in” that can easily translate into a literal one.
6. Friend up Facebook Ads
The all-pervasive nature of Facebook makes it an effective platform for getting the word out about discounts, deals and new product releases. Jon Loomer explains how easy it can be to upload customer details into Facebook to create targeted, highly specific ads. You can even segment your customer lists into key categories to more narrowly target certain individuals – and get the best ROI on your ad spends.
7. Price to sell
Deep discounting is a common way to increase sales – but for most businesses it’s not a sustainable one. Get strategic with your pricing by trialling the impact of small pricing adjustments, “contrast” pricing and tiered shipping rates. Carefully considered product bundles that offer solid returns by coupling must-have items with high-margin extras are another way to provide a perception of value that will boost your bottom line.
8. Get analytical
In a world with Google Analytics, there’s no excuse for not knowing how well your site – and its individual pages – is performing. Head to the “Landing Page” section of your Analytics account to assess which pages are doing their job, and which are falling short. High-trafficked pages that don’t convert are costing you sales, so add a call-to-action button or link that explicitly tells your customers what they need to do – which is make a purchase.
9. Seek endorsements
A shop singing the praises of its products is one thing, but it’s another altogether if those same words come from customers. We’re all swayed by recommendations from people we trust – and we also give weight to the opinions of people we think are impartial.
Customer testimonials, Yelp and Amazon reviews, Facebook comments and positive Tweets are all great for helping prove that your products are as great as you say they are. Curate them, post them to your site, or share them across your social media accounts.
10. Talk to your customers
Customer support is one of the best ways you can give your business a boost in your customers’ eyes. By being friendly, responsive and communicative, you can build trust with new customers – enticing them to make a purchase – or diffuse a situation with a customer experiencing issues. Every interaction with your customers is in service of your brand, so always bear in mind that old adage about the customer always being right.
Incorporating the ten tips above into your store’s strategy is an easy, low-risk way to invest in your business – with the potential boost to your bottom line making the initial effort well worth it. Use these tips as the basis for a doing better business checklist, and you might be pleasantly surprised by their impact on your store’s sales.