Online sales are booming. Online purchases will account for over 20% of retail buys in 2024. If you run a business and you’re eager to capitalise on the popularity of eCommerce, here are some accessible ways to optimise online sales. 
Draw up a tailored, targeted marketing strategy
Marketing is designed to spread the word about brands and the products and services they sell. An effective campaign can supercharge sales and bring in a raft of new clients as well as raising brand awareness, but not all strategies are effective. There are many common mistakes in marketing, including failing to target specific audiences, being inconsistent and choosing the wrong channels or methods. Drawing up a tailored, targeted marketing strategy will help you reach your target customers and encourage them to want to learn more about your brand and buy products or services from you. If you’re not an expert in online marketing, it’s worth considering options like working with experienced freelancers or hiring a digital marketing agency.
Provide flexible payment options
Did you know that a lack of payment options is one of the most common reasons customers abandon their carts? Providing a diverse range of payment options, offering different payment structures and using secure, reputable payment platforms can help you reduce abandonment rates and increase conversions. It can also help you enhance your brand image and build trust among your client base. Look for solutions that are relevant to your business and your target client. Some people may prefer to use credit or debit cards while others prefer to use options that don’t require them to enter card details every time or pay-later options. If you are classed as a high-risk vendor, for example, you operate within an industry that is vulnerable to fraud, look for a reputable high risk payment processor. This will help to streamline payments and give both you and your customers peace of mind. Analysing feedback and asking customers to share opinions can help you decide which payment options to provide.
Review your shipping fees
High shipping costs are the top reason shoppers abandon their carts. If you charge for delivery and you have a high abandonment rate at the end of the sales funnel, it’s worth reviewing your prices. You may spend more on shipping products out to customers but free delivery is a popular and very enticing incentive among buyers. If you’re concerned about your outgoings, you could set a minimum spend to secure free delivery or a reduced rate. Shopify data suggests that almost 50% of customers will spend the minimum amount to get free delivery.
Run promotions
Everybody loves a bargain. If you’re selling products online, it’s beneficial to consider running promotions, which may lure your customers through the sales funnel and encourage them to take that all-important final step. Examples include multi-buy discounts, freebies with specific purchases, free shipping, discount codes and access to flash sales for members. Tailor your strategy to suit the target buyer. It’s a good idea to use market research and communications with customers to find out what kinds of offers and deals would be most appealing.
Reward loyalty
When you think about boosting sales, it’s natural to consider ways to attract new customers, but rewarding loyalty is arguably the best way to generate more orders. Repeat customers spend an average of over 65% more than new clients. They can also be instrumental in helping your brand to benefit from word-of-mouth marketing. If you look after your customers, they’ll continue to choose your store and they may also recommend your brand to others. Setting up a loyalty scheme is a great way to encourage repeat buys. You can also make your customers feel like VIPs by offering exclusive perks and discounts and incentivising recommendations and referrals.
Create top-quality content
The way you present and promote your products and services will impact sales. Aesthetics are key when browsing online stores or looking for products on social media. Use high-quality images, vary content types and add detailed, optimised descriptions and tags. It’s also helpful to add features to help your brand stand out. If you sell clothes, for example, include images and product details, video clips and a range of models to enable customers to get an idea of what items will look like on them. You can also suggest similar products and make recommendations based on previous purchases or browsing history.
Online shopping is becoming more popular every year. If you run a business, or you’re thinking about launching an online store, it’s beneficial to look for ways to capitalise on the popularity of shopping and finding products and services online. To help you boost sales and generate a buzz around your brand, draw up a targeted marketing strategy, provide flexible payment options and run promotions that will appeal to your ideal customers. Create top-quality content, review your shipping fees to add value for shoppers and reward loyalty.