With so many internet marketing ideas out there it is easy to get buried under the pile of articles telling you how you should market your store. However, sometimes it is a simple thing or a well-known method that makes all the difference and completely changes your site performance. To find out what methods really work for ecommerce stores, we approached several site owners and marketers and asked them “what were top things that took your store off the ground?” Below are success stories they shared with us.
Jonathon Ohayon, COO of Brilliance.com , one of the leading retailers of customizable diamond jewelry, says there were two major changes that became a turning point for the company: offering 3D ring printing and incorporating a “Live Chat” feature on the website.
“One change that was a huge turning point for the company was introducing a 3D print shopping service, which allows you to print your selection of engagement rings and actually try on different carat sizes and shapes from the comfort of your own home. Brilliance.com is the FIRST jewelry company to offer this exciting and revolutionary 3D print shopping experience! This proved extremely valuable and desirable to consumers, as it is perfect for those who are unsure about their ring size or are having trouble picturing a particular diamond shape or size. Customers can select their ring size, diamond shape, and carat weight, and Brilliance will send a 3D file to print at home or send the already printed jewelry right to your door. This is great, as it allows consumers to make a much more calculated and confident final decision for their beautiful ring.
Another major change we did was incorporating a “Live Chat” feature on the website that allowed us to chat with consumers in real time. This proved to be a very popular feature of the website, as it gave customers a chance to get instantaneous answers to all of their jewelry-related questions, rather than have to wait for an email. It can be difficult for online shoppers to feel safe when shopping online; having our chat available allows them to have all of their questions and concerns answered so that they can make the best purchase possible.”
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Allen Walton from Spyguysecurity.com told us how improving copywriting skills helped him promote the store. “Learning how to effectively write a copy changed the game for me. I used to just write about how great the product was, throw a bunch of stats out there, and expect people to eat it up. After reading 2 great books on copy, I learned how to effectively craft product descriptions that engaged people and got them to stay on my website longer. The main book that helped me learn copywriting is called “How to Write Seductive Web Copy: An Easy Guide to Picking Up More Customers”. Perry Marshall’s “Ultimate Guide to Google AdWords” also has 2 great chapters on copywriting that I found very useful, too.
Also, I completely rewrote my ‘About’ page, which is actually something almost every prospective buyer looks at before they make a purchase. They wanted a good reason to buy from me, and that page is one of the best performing on my site.”
Vladimir Gendelman, Founder and CEO of Company Folders, an innovative presentation folder printing company wrote about achievements site gained after starting running a blog.
“While Company Folders has been around for little over 10 years, our major increase in online sales came from adding Blog, Design Gallery, and Freebies section. We added majority of this content less than a year ago (some of it just few days or weeks old), but the results are absolutely phenomenal. These sections drive over 50,000 monthly visits and are projected to reach over 100,000 monthly visits by the end of this summer. This has built our brand and has driven a lot of new orders from new clients. This also helps us keep our customers engaged with us between purchases.
We did and still do promotion of each blog post that goes live on Facebook, Twitter and Google+. We also promote via Pinterest, Behance, Reddit, Linked in and other social media platforms depending on what works better for the particular piece of content.“
According to Darren Leigh, MD of promotional merchandise company Leighmans.com, huge impact on conversions on the site had site navigation redesign. “On Leighmans.com we have more than 5,000 promotional products for sale and the feedback we received from customers is that it was overwhelming because we had too many separate categories (40+). We have since simplified our home page menu, with just 12 overall categories. Since doing this we have noted a 30% increase in enquiries, proving the old design principal KISS (keep it simple, stupid) right.”
Before home page menu redesign
After home page menu redesign
Users’ review ratings has been often mentioned as one of the ways to grow sales from the site. Story from Liz Carroll, Content Creator at Goedeker’s, proves this fact. “We at Goedeker’s boosted sales 20% by improving our online review ratings. We increased our ratings by simply asking customers to review us. We do several things to generate reviews for our products and company. We use social media and our company blog, Goedeker’s Home Life, to let customers know we would like them to review us or that we’re holding a giveaway.
Also there is a call to action underneath each product name on the product page. It says, “Be the first to review this product,” or “Add your review (if the product has already been reviewed by others).” It’s a very simple process for the customer. They write their review in the text box provided and select a star amount to rate the price, quality, and overall rating. Then they click submit. We offered an incentive to write a review about our company on sites such as Google+, Yahoo! Local, Yellow Pages, City Search, and other similar sites. For each review written, the customer earned 10 entries in our giveaway. In our giveaways, we offer anything from an iPad Mini to our top-selling cookware set. In order to know who reviewed us, we asked that they email us the sites that they reviewed us on, and the username they used”.
To summarize, it seems that optimizing sites for humans is the first and the most important thing. Content. People read what you put on your site and based on the information and quality of the information they get, they make decision about the purchase. Trust marks and responsive customer support especially matters for online users when they evaluate the store and looking for additional proof. Finally, even if there is no direct method to measure the return of your social media efforts, it is still highly recommended to incorporate this channel into your content promotion strategy. If you wish to share your own success story, please don’t hold back and leave your comment or write to me ([email protected]).