There are 1,000s of retailers successfully selling products from their own website to consumers every day. Which means there is no reason you can’t also grow the sales on your own website despite the popularity of Amazon, and other big retailers.
Here are my 5 ways to grow your eCommerce store sales, despite the dominance of Amazon.
Number 1 – Stop focusing on Amazon
You can’t afford to beat Amazon at advertising.
You can’t launch your own TV channel, and start showing Premier League games.
So stop focusing on Amazon.
If you want to retain your customers and stop them buying products like yours from Amazon, or anyone else, you need to focus on the customer.
Get to know them, why they want to buy the product and what’s important to them when they buy the product.
Then give them what they want, and do it better than anyone else.
Number 2 – Offer the right products at the right prices
What is the customer looking for in the product?
Construct your product range to give them the choice they want. That might be 100s of options or just the 2 best.
Think of the whole value package as you work out your prices. Are you also providing how-tos and tutorials? Do you offer warranties and guarantees?
Make sure the customer knows what they’re getting, and why the price is a fair one.
Number 3 – Provide great customer service
Great customer service starts by giving the customer the information they need on your website, let them serve themselves.
On the product pages make sure you have both:
– The information the customer wants to know so they feel safe in their purchase decision – dimensions, colours, compatibility etc. That could be images or text, or even diagrams.
– Content that convinces them to buy. Compelling copy, well-shot images that show the product solving problems.
The more you understand the customer, the easier it becomes to create a great product page.
Be there when the customer needs you.
Understand what channels the customer wants to ask you questions via and make sure those channels exist and are manned when the customer wants their answers. That might be text, WhatsApp, LiveChat, Facebook Messenger, phone, email.
You don’t have to do them all – you must do the ones that are important to your customers.
Number 4 – The right delivery experience
The end to end delivery experience is crucial to getting a sale, and getting those who’ve bought to buy again, or recommend you to others.
It starts with your delivery options and how they’re presented to the customer on the website and goes right through to the unboxing experience once the customer has the product or even the returns process.
Before buying the customer wants to know what they’re signing up for, so make sure you’ve got the following on your website:
– A delivery page that is easy to understand, and easy to access!
– Delivery information clearly displayed on every page of the website – you don’t want delivery charges or speeds to be a nasty shock in the basket.
– A page about your returns options that is easy to understand and easy to access.
Your delivery options should be the ones the customer wants for the product you sell. That doesn’t mean it has to be super-fast and cheap.
Different people want different delivery options for different goods. For my grocery shop I want to book a one-hour delivery slot. Ordering a book written by an upcoming podcast guest – in a day or two would be very helpful, but when restocking the office stationery cupboard anytime in the next week is great.
Find out what is important to your customers and make sure you have the right delivery options for them.
Then deliver well.
Make sure the customer has all the information they need about the delivery, that the product arrives safely, and quickly deal with any issues.
Number 5 – Optimise your marketing
Once you have everything ready for the customers – you’ve got to get them to your website!
There are 5 marketing methods that usually drive 70-80% of eCommerce sales:
– Search Engine Keyword Advertising (Google Ads)
– Search Engine Product Advertising (Google Shopping Campaigns)
– Email marketing
– Online Advertising targeted using audiences (Facebook Ads)
If you want to get sales you have to get these working for you.
None of them can just be set up and left alone, you need to be actively optimising them. That means reviewing performance weekly and tweaking budgets, copy, settings, images and everything else to improve performance again and again.
Chloë Thomas is the author of the international bestseller eCommerce Marketing: How to Get Traffic that BUYS to Your Website: