A lot of small businesses like those that we serve with our ecommerce website design services here at Piranha Designs can understandably become so worked up about bolstering their conversions of traffic into sales, that they might not pay enough attention to the overall impact this has on profit.
Yes, offering money-off vouchers, limited-time-only discounts and simply undercutting your competitors with the standard prices that you set could all help to boost sales.
However, you might have overlooked that doing so will also mean a lot more work for your company, in terms of the work needed to fulfil the heightened number of orders you receive.
You may therefore be especially interested in the ways you can drive sales from your ecommerce store without having to cut prices at all. Here are just a few proven suggestions.
Set out the unique selling points of your brand and products
If you spend any amount of time browsing the sites of luxury brands, you may have noticed that they don’t tend to offer discounts very often, or even necessarily a coupon code box on the checkout page.
You might imagine that the sheer pull of a prestigious brand means it doesn’t exactly have to put on special offers very often. However, another way to see it is that customers are prepared to spend more if they see a certain unique or added value in what a firm offers.
You should therefore ask yourself what especially high-quality materials or ingredients given products of yours consist of, and that customers may be willing to pay a premium for. Or perhaps your product solves problems in a way that not many alternatives do? Maybe the breadth and depth of your customer support is especially great compared to rivals, too?
Instil urgency in the customer
Incorporating simple, non-invasive messages that also have a sense of urgency into your product marketing can further encourage customers to fork out for the full price of something. This is especially applicable to trendy and limited-edition products that have a relatively committed target audience, who won’t wish to miss out on the latest ‘hot’ release.
Streamline the buying process
Everything that you can do to speed up and remove bumps from the online purchasing process is vital if you are to keep a buyer’s interest for long enough to see them through to the final checkout stage. Finding, adding and ordering products should be a cinch – otherwise, you are heightening the risk of cart abandonment.
Keep delivery charges as low as possible
Fair enough – when you’re a small company, you don’t necessarily have the luxury of reducing shipping fees to nothing. However, a flat-rate method could still be greatly useful for leaving your customers in no doubt about how much they will be required to pay at the checkout. It’s worth bearing in mind, though, that free delivery is especially frequently offered on higher-priced products – so a ‘free delivery on orders over £50’ or similar policy could help you to compete.
You can’t, of course, expect to attract every possible buyer of your products if they are focused on price above all else. Nonetheless, the above tips and other measures for better presenting your store’s offerings could be invaluable for raising profits, irrespective of whether you also engage Piranha Designs to handle the design of your ecommerce website.