How to Increase Online Sales
The wild world of ecommerce has completely changed the business of selling in every market on Earth. While the inherent opportunity in that evolution is easy enough to see and inspiring to pursue, it can be challenging to increase e-commerce sales for a few reasons:
- With the availability of a worldwide audience, a business needs to define which part(s) of that population they want to target, then learn how to best communicate with them during the customer journey through constant research, testing, and analytics.
- With a clear idea of its target audience, a business needs to establish a solid, comprehensive online presence to support its sales and marketing goals and apparatus — a demanding undertaking that again requires significant work up front.
- The vast sea of consumers shopping online is also occupied by myriad businesses competing for their attention and money. So any business engaging in online sales has to develop and execute a plan that turns potential customers into actual customers and maximizes retention by creating an environment that nurtures and rewards loyalty, too.
While that workload might seem daunting, the fact is that with even a basic understanding of online sales and marketing, any business can put itself in a position to thrive well beyond what the previously conventional offline alternatives can offer, let alone sustain.
To increase online sales, a business first needs to get online and establish a functional presence, which it can then market to its choice of target audiences. Here are three options for building out an online sales environment for your business:
1. Build an e-commerce-enabled website yourself
- You’re fully in the driver’s seat in all respects.
- You can tailor your site to look, read, and behave however you see fit.
- All site functionality is hosted in one environment that you control.
- You can use a pixel (including Snap Pixel) to track user activity.
- You’re fully in the driver’s seat: If anything goes wrong, you have to fix it.
- Your e-commerce scenario is limited to your own knowledge, experience, and capabilities.
2. Build your site, then integrate with a dedicated e-commerce solution
- You can tailor your site to look, read, and behave the way you want, up to a point. Your e-commerce partner typically provides their own customizable third-party plugin or widget to handle sales.
- You can use a pixel to track user activity (in the case of the Snap Pixel, it integrates smoothly with both Shopify and BigCommerce).
- You’re now managing two primary components (one of which you marginally control) and a relationship.
- Your e-commerce partner commands a price.
3. Use a fully self-contained e-commerce solution (eg, Amazon)
- Your site design, development, and functionality are entirely subject to your partner’s environment.
- Your solution partner’s environment is 100% optimized expressly for sales.
- You’re managing two primary components (one of which you marginally control) and a relationship.
- Your e-commerce partner commands a hefty price.
- You’re unable to use pixels.
Note: If you can’t use a pixel due to the option you choose and you want to run online ads, keep in mind that you won’t be able to fully optimize your ads for purchase activity since there’s no pixel relaying data from your site back to the ad platform.
Assuming your online sales environment is established and you’re ready to boost sales, here’s what we’ll cover in this blog post: