Ecommerce is the practice of selling various products and services online. This usually happens on an ecommerce website or within a mobile app.

Ecommerce businesses have two primary goals in mind. They first need to get as many people as possible on their website. This can happen through SEO, paid ads, content marketing, social media promotion and word of mouth. Secondly, they need to convert website visitors into paying customers.


Improving conversion

Marketers working in an ecommerce business will try to constantly improve their website conversion rate. This can be done by optimizing the design of the website (especially important when it comes to mobile design) or through suggestive copy, like a product review that includes a strong call to action.

A call to action is a piece of copy that should incite the website visitor to take a specific action. In the case of ecommerce websites, this will usually revolve around buying a product. Here are some call to action examples that should give you an idea how they look:

1) TripAdvisor: Find your flight button

Call to action example: TripAdvisor's 'Find your flight' CTA

2) Hubspot: Get your answer

Call to action examples: Header-CTA cooperation

3) Start growing now

Call to action examples: More header-CTA cooperation

To maximize their profits, sales specialists will also try techniques like upselling and cross-selling. This is basically offering additional products that would compliment original orders. These websites will often recommend products based on the previous purchasing history of all customers. For example, if someone bought a fishing pole, the site could automatically suggest getting some bait.

Cart abandonment

Even after applying all the sales techniques and methods, some visitors won’t convert. In the worst case scenario, they go through the process, put something in the virtual cart and leave upon reaching checkout.

Tackling shopping cart abandonment

To deal with this kind of cart abandonment, online businesses try to make the buying process frictionless. They aim to remove all distractions and the number of steps required to complete a purchase.

Another way to decrease cart abandonment is an instant help option for potential customers. For example, you can considerably increase sales conversion with live chat software. The idea here is to offer help for a potential customer who is about to leave, resolve their problem and guide them to checkout. A real time help option like that can significantly increase sales in an online business.

Even after someone abandons their cart, you can still try to salvage the sale if you asked for email earlier. By writing a sales follow up, you can ask the potential customer why they left and potentially fix the situation.

The future of ecommerce

Ecommerce is constantly and rapidly growing. More and more ecommerce websites pop up every day. What’s more, most retail businesses also use ecommerce to open up an additional revenue stream.

Considering the growth of the mobile market and how easy it is to buy something from a mobile device, the future of ecommerce looks very bright.

More on ecommerce

Looking for more information that will help your ecommerce business thrive? Check out the selection of articles below for even more information.

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