20 eCommerce Pointers For Your Online Store

For sale

Retail in the Amazon era ain’t for sissies. Shifts in consumer buying habits challenge both brick and mortar stores and online stores alike. Even with support from national campaigns to buy local, preserve downtowns and support independent retailers, competing with the behemoth requires dedication, creativity and resilience. Not to mention patience.

If your online store is underperforming, review these 20 eCommerce pointers.

Silence isn’t golden … meager store traffic 

  1. Don’t ask, won’t know: Create a simple online survey to learn which products your customers are interested in, while also increasing awareness of your eCommerce store. Publicize the survey on your social media channels, website and through your email marketing lists. Create buzz with an online store credit prize for a random winner — and then promote the winner for additional visibility.
  2. Different strokes for different folks: Have a brick and mortar presence also? Cross-channel promotions can lift your sales in both channels. Activate online promotions when your retail store is closed and reward in-store purchases with a coupon towards an online purchase. Advertise your online store in your shop window and at point of sale.
  3. Beat the social drum (consistently): Apply a disciplined approach to drive store traffic using your social channels. Start with frequent and consistently scheduled product-focused posts to build awareness, then utilize social analytics to identify the best-performing posts to boost or promote. Determine the ideal demographic and adjust your ad targeting accordingly. Avoid general messaging like “shop our online store” — instead, create experiential posts that illustrate products in use, demonstrating how they fit into your customers’ lives.
  4. Play games: Try a playful approach like a scavenger hunt with answers on your eCommerce site. Share in-store and on social and email channels to generate participation. Reward the winner with a discount code for the online store. After the contest ends, capture the long tail with posts that highlight the winner and their product.
  5. Roll out the red carpet: Welcome all new email subscribers with a limited duration coupon for the online store. Set up an autoresponder to send a reminder email a few days prior to expiration of the coupon.



A Stellar eCommerce Experience Is Essential

goldfish in cart - e-commerce concept

eCommerce - buy now 2-22-16Are you still hesitant about selling online? The train is out of the station and it’s time to get aboard.

A recent Business Insider article highlights just how far online shopping has come in the US. Forrester’s Online Retail Forecast expects US year/year online sales growth of 13% in 2017, which is five times faster than projected offline sales growth rates and on par with growth rates of the prior seven years. Clearly, our “new normal” shopping excursion is a virtual experience. And the trend continues: Forrester predicts that online sales will account for 17% of all US retail sales by 2022.

Price parity

It wasn’t long ago that purchasing online meant trading price for convenience. Online shoppers were willing to pay a pricing premium —  plus shipping — for the ability to shop 24/7. Those days are waning. (more…)


5 Reasons You Wouldn’t Buy From My Online Store

wrong way stop signs

5 Reasons You Wouldn’t Buy From My Online Store

Online shopping has become a norm for many of us. For some the motivation is convenience or product selection; others simply prefer to peruse online photos rather than stroll store aisles. Of course, some demographics do more shopping online, and certain products and services are purchased online more readily.   (more…)