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Today, let’s begin by answering the biggest paradoxical question in digital marketing.
Can you earn lakhs of rupees by creating an e-commerce store and running ads on it?
If you think that advertising alone can make you rich, you are dead wrong. If that were the case, then every corner of the street would have a millionaire.
Advertising plays a meager 20% role in ecommerce, the rest 80% is optimization.
And, if you mess up the latter, there’s no way your ads will run effectively and bring effective results, and they will drain all your money and become the prime reason for your ineffective ad campaign.
And in today’s blog, we will specifically focus on performance marketing, through which you can simply increase the conversion of your e-commerce stores.
With the exclusive principles that we use in our agency, Wincible helps our clients reach 1cr/yr.
Method #1:
Before I begin, let me conjure it with the mall analogy.
Suppose when you go to a mall and enter a clothes store, everything in that area is there according to our behaviour and psychology.
For example, cheap clothes are usually kept on the front side of the store, so if you are returning, you see the same cheap clothes.
And the FOMO hits up, and you don't go back empty-handed.
This is an essential marketing feature that can also be implemented in your business to know what type of behaviour users are showing on your website.
Which pages are they visiting most, where are they spending most of their time, and what products are they viewing more?
And if you want to have a clear-cut knowledge about this information, then there is a tool you MUST have,
And that is;
This tool is a MUST for any e-commerce business.
It is so important that the first thing we tell a low-converting client in our agency is to install Microsoft Clarity.
The reason is, this application actually and precisely tells you;
1. What is the behaviour of your user?
2. Where is he spending most of his time?
3. What might be the reason he is not buying your products?
And here’s a bonus feature, not only will this let you know all this crucial information,
But also checks all these things through live screen recordings.
And regardless, you can use this specific data to customize your website accordingly and optimize it to see what can be the best experience for your user.
The sole reason for doing all this is that if you don't understand your audience, you are left far behind on the conversion page.
Has it ever happened to you that even though you bring a lot of users to your website through ads or organically, very few of them are converting or buying your product?
Now let me walk you through one of the most common scenarios for e-commerce store owners,
Suppose I am your user, I came to your website, I scrolled through some products, I liked one and added it to the cart.
But when it came time to make the payment, I left the product in the cart and exited your website.
Now, there can be multiple reasons behind this.
1. There was a sudden mood change of the user, which we have no control over.
2. There was a glitch in the payment
3. Or worse, he did not even think of buying.
In marketing terms, we call this section as Abandon cart.
If your website is on Shopify, then you get a section of Abandon cart recovery, where you can see how many people have left products in your cart without making a purchase.
By the way, if you don't have Shopify yet and want the first 3 months for just 20 rupees, use my affiliate link to get the most affordable deal on Shopify.
Now here’s a little fun fact for you;
If someone leaves your product in their cart, they are your warmest audience, i.e., converting them is much easier.
And the best way to do so is Email automation or WhatsApp automation.
But the main question is: How do automations work?
Now, if I came to your website, and I left any of your products in the cart, but did not purchase,
Then you can notify them with email or WhatsApp, with sales-driving messages, such as we are giving rupees 100 cashback, or a limited-time offer.
In this scenario, the user is compelled to think that, in comparison to before, he is now getting a discount, and the FOMO pushes him to buy the product immediately.
So, you can use automations to send discount codes and offers, and easily recover potential customers from your Abandon cart, and hence, increase conversions of your store by 100%.
All these successful e-commerce stores have a secret trick that increases their conversions exponentially.
And we call this secret sauce by the name of Shoppable Videos.
Suppose I am watching one of your videos of a product on your website, and I want to buy that product,
Then the first thing I have to do is to;
- Exit that video.
- Go to your product page.
- Choose to buy it.
But the thing you can do with shoppable videos is you can directly embed the link of your product in your video, using which I can directly access the product from there and reach the checkout page.
And if you were to ask me, this is one of the best ways because it makes the user experience comfortable, and makes it super simple for them to buy.
As the name suggests, it is built to uplift your sales by a huge margin.
It simplifies the process of adding shoppable videos on your website, where it easily converts videos into shoppable content.
The best thing about this is that it reuses your videos on websites and amplifies your organic presence, which increases the chances of conversion.
Another great thing ReelUp does is automatically enhance the quality of the videos so the user experience remains top-notch.
The reason I suggest ReelUp is because of its ability to handle post-purchase activities.
For example, if you have done Email automation, WhatsApp automation, or SMS automation, you can directly add shoppable videos through this application.
This increases your post-purchase activities and enhances your conversions on the current website.
The secrets I am about to tell you sometimes become so important that they become the difference between successful and unsuccessful ones.
The first secret is “Bundles”.
Now, you must have seen that many stores run offers of “buy 2 or 3” ads. For example, if my new product is for 199, I can create a bundle so that you can buy three of the same products at 699.
What exactly happens with bundles is that you increase the basket size of your users and convert your low-ticket users to high-ticket ones.
Apart from this, if you have multiple products on your website, just like Amazon, Flipkart, and Myntra, you can also use the option of Frequently bought together, to increase your basket size.
Especially if you have multiple products on your website, you MUST implement this.
There is another urgency-instilling widget that would push your customers to buy from you, a.s.a.p.
Sometimes when you see any product page, it is written that you have only 20 left in stock, or you will get this delivered in 7 days.
This mentioning of date/time instills the emotion of urgency and scarcity in the user, where they feel it's important to make the purchase NOW instead of delaying it.
Imagine, if you see only 10 stocks left of a product you like, wouldn’t you be compelled to make the purchase at the moment, instead of putting it in the cart and delaying the whole procedure?
That's exactly what makes it super important.
Also, when the exact date of delivery is written, it increases the trustworthiness factor as it highlights the certainty of the product reaching them.
Now there's another widget you can add to this concept.
For example, when you view a certain product on Myntra, in the corner of it, you are often shown, “121 people are viewing this right now”.
Since this implies that there are many people who are viewing this product right now, it creates a FOMO, which ultimately increases your conversions.
Now, the next thing I will share, you can be found in almost all YouTube videos, but to be honest, it becomes one of the most important parts if you want to increase the conversions of your e-commerce websites.
And that is Reviews.
Suppose you have an awesome product, but you don’t have a single review on your e-commerce website, will you be able to bring conversions?
The answer is NO, it's because the persona of the indian audience is different,
Trustworthiness is extremely important.
Hence, adding reviews for your product becomes extremely important.
Now, if your website is freshly created and you don't have any customers, one simple hack you can do is to tell your friends and family to add a review to your product.
Now, the next pointer will address the biggest problem in the e-commerce market, and that is RTO orders.
A.k.a, too many fake COD orders that have potentially destroyed many startups.
The reason it is very important to solve this issue is that there’s a high chance that you might be having a lot of conversions, but RTO and fake orders will slowly pull down the growth of your business if not fixed.
And for that, the No. 1 application you can use is Gokwik to accept partial COD orders.
Take this as an example;
I go to a website, I want to purchase a product for 1299. In this context, partial COD can be activated by charging 100 rupees upfront to confirm this order.
This will filter out fake orders and also reduce the chances of RTO by a big margin.
This remains a type of COD, giving what the user wants, while also reducing the RTO, keeping the businesses profitable.
And if you want to know more about this topic, I have written a detailed blog on my website.
Now, let me state the obvious,
“Conversion rate of any e-commerce store can increase only when you convert your existing customers into repeat customers.”
And in my opinion, the best way to do so is “WhatsApp automation”.
The reason I so strongly suggest it is because of the peak personalization it provides and the high engagement rate you can get.
For example, if someone purchases your product, they will get the order confirmation directly, and the order tracking link will be sent.
Now, if you want to share some new offers or collections with these existing customers, you can directly send them through WhatsApp, instead of running advertisements for them again and again.
Just cater to them through WhatsApp and email automation, and you can save a whole lot of money.
Similarly, in email automation, you can create a newsletter where you are educating them while introducing your latest offers, discounts, or new collection at the same time.
Now, these were some simple tips and tricks that will easily increase the conversion of your e-commerce store, without investing heavily in advertisements.
But, if you are someone who likes to perfect the beginning stage and then proceed further, someone who is still concerned about successfully launching your e-commerce store;
Here's my FREE crash course for you:
DAMINI TRIPATHI
Damini Tripathi, rocking the digital marketing scene for 5 awesome years. Started from scratch, now running my digital marketing agency and creating cool content too. She has been one of the fastest-growing digital marketers on the internet. Damini has also scaled multiple clients from ZERO —> HERO.