Customers are on your website, they hesitate to validate their order. What will make the difference with your competitors or what will trigger the sale, it is undoubtedly the commercial offer that you will propose to conclude the sale. Here are the keys to a successful sale.
#1. Offer free shipping: the best promotion!
60% of shopping carts are abandoned by Internet users if the shipping costs are too high (Wix figures). The subject is so sensitive that it sometimes leads customers to make their purchase in store or to go to the competition. An extraordinary promotion with prohibitive delivery costs is no longer a deal!
So offer free shipping: it’s an excellent lever to improve your conversion rate. A good practice is to offer delivery costs from a certain amount onwards so as not to affect your margin: this way you improve the conversion, while encouraging customers to increase the amount of their basket.
You can also act on the mode of delivery: at home (faster and more expensive), in relay (often less expensive). For this, you will have to get in touch with the transport and delivery companies
#2. Make smart promotions
The good plan, the good deal that customers are looking for, is a low price on a valuable product. Your challenge is to find the best formula between a price low enough to increase your sales, but not too low to keep your margin and not degrade the value of your product. A discount on the second or third item is a common lever to increase your average basket (“the 2nd item at half price”, “2 bought, the 3rd offered”).
The price promotion is only effective if it is known (“not seen, not sold”). So, don’t skimp on communication: on your website, on social networks, via advertising and emails to basic customers. You will reach a maximum of people and, thanks to the promotion evaluation system, you will quickly know how attractive your promotion is.
Other ways to sell to new customers:
– The sponsorship offer: your customers become your ambassadors and recommend your product. And they win in the process (in money, promotion, gift…).
– Deliver a voucher or a promotional code with each order: “-10% on your next purchase”, “-15% on your next reservation and a free bottle of champagne”, “a free treatment during your next appointment in the institute”.
#3. Offer a free trial
The best trial offer is the one from Netflix: 1 month free, no commitment. Once customers test the product and adopt it, they stay captive for a long time. The principle is the same when a baker offers in-store sampling of his new products. If you are confident in the value of your service or product, you don’t take the risk of testing it. It’s up to you to offer a unique customer experience.
#4. Adapt your sales tunnel
The rule: a short and simple sales tunnel. However, a slight deviation is possible, which can increase the transformation by 10% while improving the collection of customer information. It consists in splitting the order validation:
– On the first page, it is advisable to ask for the customer’s first name, last name and email address in order to create an account for him and to have his contact information on hand to follow up (in case of an abandoned cart or simply to add him to the customer database).
– In a second page, the customer is invited to validate his payment. This tactic not only adds a new customer to the database, but also reduces the amount of information to be completed per page, which encourages the customer to finalize their purchase.
