11 tips to scale an e-commerce business
Scaling in business is a key cornerstone to achieving greater revenue, increasing market share and ultimately – beating the competition. For an e-commerce business, whose products or services are sold online via a website or app, scaling in business can be crucial.
The reason for that is two-fold. The internet is a very big place, with a lot of people searching, selling and sharing. Getting your business out there and reaching the right customers can be difficult. You’ll need the right tools in your arsenal to do it effectively. And once you’ve done that, and begin trading to bigger targets – you’ll need a contingency plan that allows you to serve all those customers, well. No long delivery times, no stock shortages.
So, to help you get all the above right and succeed in scaling in business – here are our top 11 tips; your scaling starter-pack.
Optimise for Mobile
It’s no surprise that mobile traffic now claims a whopping 50% of all web visits. From booking a flight to buying a pair of shoes, people purchase on smartphones. That means if you are scaling in business, then your website, forms, call-to-actions and conversion processes must all be optimised for mobile, as well as desktop. Not doing so would risk people simply flicking over to the competition.
Retarget your web browsers
Think of your website as a shop window. Most users will browse a website several times before they make a purchase. It’s your job, as an SME owner scaling in business, to remind those customers to purchase. Building a retargeting audience and serving highly specific ad content based on a users’ browsing behaviour is a great way of driving them back to your site.
Tailor remarketing content to your customers
Once a customer has purchased from you, you should be able to build a profile of that person. From date of birth, to the type of products that the user is interested in, you can begin to hinge your remarketing content on customer data. Initiatives such as sending personalised emails containing birthday discounts keep customers engaged with your brand, and in turn – your products.
Become a blogger
Creating an interesting and thought-provoking blog on your website is important. Not only does it present your site visitors with good content relevant to your brand and industry, but it also helps to certify your position on search engines. By keeping your website updated with blogs that are focused to your products and to your audience – you’ll increase your chances of being one of the top results for related searches.
Use web analytics well
Understanding how your users behave on your site is crucial to scaling in business. In doing so, you can identify any pain points or drop-off triggers that could be stopping browsers from completing a purchase. If, for example, users are adding to basket yet failing to check out – it could be that your form is too lengthy and is therefore off-putting. Using web analytics in this way helps you to understand the full picture of how your website is performing for your customers.
Build customer retention
Once you have started to build a solid customer base, it’s key that you keep those customers coming back. One way to do that is to engage with them through social media, email newsletters and targeted marketing. Using these digital channels effectively to communicate offer led content can really help boost sales and drive your ability to scale.
Listen to your customer complaints
In business, it’s inevitable that some customers won’t receive the level of service you intended. This can happen for a number of reasons, whether it is stock related, who they spoke to or your website functionality. What matters is that you listen to the complaints and action changes accordingly. Reacting to real-time feedback is essential for scaling in business, since the more you grow – the more amplified these complaints could become.
Utilise cross-sells and up-sells
If you are selling a suite of similar products, prompting users to consider other add-ons that complement their current purchase is a simple way of increasing revenue. Having a pop-up at checkout, as well as product suggestions weaved throughout your site, help to guide a customer towards making not only a higher value purchase but should also translate into better customer satisfaction.
Streamline conversion processes
For scaling in business, ensuring that your website offers a smooth user experience for your customers is essential. The easier it is to purchase from your brand, the better. Customers don’t want to have to fill out multiple forms in order to receive their order. Streamlining the conversion process is a sure way of hitting your growing sales targets.
Use time-sensitive offers
Creating a sense of urgency in your content, from marketing channels to your website, gives users a reason to buy now. Whether it’s a limited time offer or a short and snappy sale on all products, driving your customers to make their purchase quickly, rather than deliberating over days – will help to generate a higher volume of sales.
Poach competitor failures
With social media listening tools, it’s possible to find those customers who have purchased from your competition and have been dissatisfied with either the experience or the product itself. By interacting with those users, and offering your product as a solution, you should be able to poach from the competition and nudge buyers towards your business.
Of course, for scaling in business, there isn’t a one-size-fits-all solution. But we hope that by implementing a number of these helpful tips and adapting them to suit your brand – you’ll be able to scale successfully.