| Sometimes I have a tendency to overcomplicate | | | | site, you need to make sure that you convert |
| things. | | | | them into buyers. |
| For example, when creating a strategy for my | | | | On converting traffic to buyers |
| e-commerce business - an online contemporary | | | | You can project your sales by utilizing a |
| furniture store - I became overwhelmed with the | | | | conversion rate - the percentage of your site's |
| perceived complexities of the project. | | | | visitors that will become buyers. A goal of all |
| However, it boils down to a few very basic points. | | | | online retailers is to increase this conversion rate. |
| As an online retailer, it's fair to say your business | | | | Some ways of doing this include: |
| is about generating revenue from the sale of | | | | 1. Provide clear product descriptions and quality |
| goods. Just as in traditional retail, this is the result | | | | images. Especially when selling a tangible product, |
| of ensuring two fundamental activities are taking | | | | having these are important. It ensures the buyer |
| place - 'traffic' and 'conversion' i.e. you have | | | | has a good understanding of the product and |
| shoppers visiting your online store and they are | | | | thereby the confidence to purchase. |
| turning into buyers. | | | | It has also been shown that videos demonstrating |
| On driving traffic | | | | the product are also helpful in instilling confidence |
| There are many ways that you can drive traffic | | | | and thereby converting shoppers into buyers. |
| to your site and many consulting companies that | | | | Certain manufacturers whose product lines I carry |
| are ready to provide you with expertise in any of | | | | only provide a basic image. From experience, I |
| them. However as I see it, basic traffic can be | | | | know shoppers will not purchase an item that's |
| derived from the following: | | | | not clearly portrayed. So often I've found in this |
| 1. Site optimization | | | | case, the best option with some of these |
| The key words you use throughout your website | | | | products and vendors is to not carry them - |
| are what ensure that when a shopper uses | | | | unless you can obtain better images yourself. |
| search engines (Google, Yahoo, Bing, etc.) to find | | | | 2. It is important to make sure your site is easy |
| an item that you carry, they will find you. It is | | | | to navigate. This includes the checkout process. It |
| simultaneously a simple process (including words | | | | is also key your customers can find what they |
| that describe your site/products) and more | | | | are looking for on your site. Outside of a basic |
| complicated (such as competing for key words | | | | search function, custom search fields can be |
| with other vendors). | | | | created to make it easier for people to find |
| 2. Advertising | | | | exactly what they are looking for. |
| A popular mode of online advertising is Pay Per | | | | 3. Ensure the visitor will feel comfortable shopping |
| Click (PPC), which allows you to obtain prominent | | | | with you i.e. think personality here. Imprint your |
| page space on search engines. You can also list | | | | personality and/or your brand's persona within the |
| your products on Amazon to utilize their | | | | various facets of your site. It is key to have a |
| popularity or place ads on social network sites | | | | company blog so you can show the personality |
| such as Facebook or MySpace. I've found | | | | behind the storefront and interact with visitors. |
| Amazon where your products are viewed by | | | | Videos have proven to be helpful in this aspect as |
| folks (who are actively browsing for products like | | | | well. User reviews are extremely useful in |
| yours) to be an effective way to generate traffic | | | | convincing a shopper about the quality or |
| at a reasonable cost. | | | | relevancy of a product for them, as well as |
| 3. Customer interaction | | | | sharing positive shopping experiences. |
| It's important to engage and interact with your | | | | 4. Consider that shoppers are concerned about |
| customers. The word of mouth factor can be an | | | | safety when shopping online. It is important to |
| effective way to create traffic. On top of this, | | | | show customers it's safe for them to disclose |
| the more you learn about your customers, the | | | | their personal information - such as contact and |
| better you are able to determine what they are | | | | credit card data. Use services that certify the |
| looking for and thereby tailor your site to more | | | | safety of your site and thereby put your visitors |
| effectively meet their needs. Some popular | | | | at ease. VeriSign, McAfee and Kikscore are a few |
| methods of communicating with your customers | | | | to consider. |
| include your company's blog, Facebook and | | | | That's my initial plan to traffic and conversion - |
| Twitter. Distinguish yourself by being quick to | | | | both so integral in creating revenue. Approaching |
| respond and be transparent. I also recommend | | | | the process in this logical way has helped me to |
| using Google Alerts to track when folks are | | | | create a systematic plan to building my company. |
| talking about you/your business so you can be | | | | What else do you think is key in growing your |
| sure to respond. | | | | online retail operations? |
| So now that you have driven visitors to your | | | | |