Increasing online sales is the primary goal of countless businesses, large and small alike. Whether you run a mom-and-pop retail business or work for a vast ecommerce giant like Amazon, increasing sales through online channels is a little like bowling a strike – it looks a lot easier than it actually is.

Fortunately, there are dozens of ways you can make more sales online, many of which you can implement right away. Some of these tips focus on specific strategies you can implement, whereas others are more generalized. In this post, we’ll be looking at 25 such strategies, so whether you sell physical goods or run a service-based business, here are 25 actionable techniques you can use to increase online sales performance.

1. Use Remarketing to Close Way More Deals

No matter whether you’re running a PPC campaign or a Facebook advertising campaign, any digital marketing initiative takes time, money, and effort to accomplish. If you’re not using remarketing, you’re essentially banking on prospective customers converting immediately, which almost never happens (and is exactly as crazy as it sounds).

2. Actually Talk to Your Prospects on Social Media

Active engagement with prospects via social media is overlooked as a potential sales tool by far too many businesses because it is perceived as having a negligible impact on actual sales – when in fact this is one of the best ways you can increase brand awareness, customer satisfaction, and sales.

Think of a time when you tweeted at a company, or commented on a brand’s Facebook page – and the company actually responded to you personally. What effect did this have on your perception of that brand? I’ll wager it became significantly more favorable. Providing fast, honest answers to questions that potential customers have about your offerings is an excellent way to increase sales, as the more attention you are perceived as paying to potential customers, the more likely people are to want to buy from you. This also results in unsolicited social feedback among users themselves – the kind of brand exposure and “advertising” you just can’t buy (well, not in a way that sounds legitimate, anyway).

3. Pinpoint Your Best Attribution and Conversion Paths

Sometimes, it feels as though you’re doing everything right, only to see your conversion rates hovering somewhere between “miserable” and “pathetic.” Oftentimes, this isn’t anything to do with the messaging or positioning of your ads (though it pays to look at this closely), but rather a misunderstanding of when and where conversions are happening.

One of the first things you should do if your conversion rates look low is to examine your attribution models and conversion pathways in Analytics. You may be surprised to find that parts of your marketing strategy that seem like conversion duds actually have a big influence on your online sales. For example, maybe organic search isn’t a great channel for converting into sales, but people who find you first through organic search, and then see a Facebook ad are highly like to become a paying customer. If that’s the case, you should double-down on content marketing and pour some money into Facebook remarketing too

4. Use the Voice of the Customer for More Resonant Ad Campaigns

Hopefully you’re already using PPC and paid social to expand your reach and find new audiences. However, the language you use in your campaigns can have a tremendous impact on your conversion rates (and, therefore, your sales), so my fourth tip is to use “the voice of the customer” in your campaigns – but what does this mean?

The voice of the customer is a market research technique that aligns copy with the needs, wants, pain points, expectations, and aversions of the consumer being targeted by that particular messaging. This process often includes language and phrasing used by customers themselves during market research and focus group testing.

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This technique can be extraordinarily powerful, as you’re using the exact phrasing used by your ideal customers to reach your ideal customers. To learn more about how to incorporate this into your own campaigns, check out this post on the voice of the customer.

5. Nail Your Value Proposition – And Make It Immediately Obvious

Far too many companies lose sales and waste time by focusing on themselves. Remember how we discussed that people don’t want to buy things, only solve their problems? Well, another painful truth is that unless your customers are the brand evangelists we’ve been talking about, the vast majority of them don’t care about you or your company – only how your products or services will make their lives better. This is why your value proposition should take center stage in all your marketing communications and site content.

Essentially, your value proposition is the primary reason customers should buy from you, not your competitors, and the promise of the value prospects will receive by investing in whatever you’re selling. Value propositions can be broken down into three main areas:

Relevance: How your product/service will solve customers’ problems
Quantifiable value: The specific benefits your product/service offers
Differentiator: Why customers should buy from you and not a competing company

When you break down a value proposition into these three components, it becomes easy to see why these elements should inform virtually everything about your marketing messaging and site content, from the copy on your homepage to the content of your email marketing campaigns. Why wouldn’t you focus exclusively on these aspects of your products?

Take a look at your landing page copy, sales collateral, and other marketing materials. Is the value proposition immediately obvious? If not, it’s time to go back to the drawing board. Everything your prospects see should tie back to your value proposition in one way or another. The greater the perceived value you can create surrounding your products or services, the more sales you’ll make.


6. Impress New Customers with an Amazing Follow-Up Email

Sadly, the customer experience typically ends for many businesses when they’ve finally got their hands on a customer’s money. This is a terrible mistake for customer retention. To increase sales volume online, make sure you have a thoughtful, considerate, genuinely useful follow-up procedure in place for new customers.

Don’t forget about your customers as soon as they’ve given you their credit card details. The more attention you pay to them after they’ve bought something, the more likely they are to become fiercely loyal brand evangelists who will not only turn into satisfied repeat customers, but will also go and tell and their friends (and blog readers) about how great you are. When a customer buys something, offer them something for free (see tip #11). Talk to them on social media (more on this shortly). Send them a thoughtful, useful follow-up email with incentives to buy from you again. However you do it, make your customers feel like the precious little snowflakes they are – think relationships, not transactions.

7. Grow Online Sales with Mobile Optimization

The number of online businesses with poorly designed, badly optimized “mobile” sites is amazing.
Mobile search has already eclipsed desktop search in volume. If you don’t want to leave sales on the table, it’s vital that your site is optimized for mobile – and not purely from a technical perspective.

Make it as easy as possible for mobile visitors to buy whatever you’re selling. This may involve an extensive overhaul of your checkout process or the design and launch of an entirely separate mobile site. Amazon’s mobile site is an excellent example of how mobile ecommerce can (and arguably should) be done, but you don’t need Amazon’s resources to create a compelling, user-friendly experience for visitors on mobile.

Navigation and user experience are among the most crucial elements of a well-designed, highly optimized mobile experience. The harder it is for visitors to find – and buy – what they want, the more likely they are to abandon your site altogether and take their business elsewhere. Pages should load near-instantaneously, and navigation should be logical. Don’t ask for too much information, only the bare minimum you need to either make the sale or market to prospects later. Allow visitors to come back to their carts later, even on another device. Don’t expect mobile visitors to convert in a single session, because they probably (almost definitely) won’t – but they might convert later, if you make it easy for them to do so.

Think of your mobile visitors and do everything you possibly can to make it effortless for them to buy from you while they’re on the go.

8. Create and Target Detailed Buyer Personas

I’m going to go ahead and assume that you’re already creating buyer personas (because if you aren’t, you’re in real trouble), but I am going to challenge you to create even more detailed buyer personas than you have in the past.

If you’ve ever looked at the targeting options available to Facebook advertisers, you may have seen the amazing granularity with which you can target users on Facebook – advertisers can target users based on the square footage of their home, the university from which they earned their degree, and even where they plan on going for their next vacation (as Margot revealed in her fascinating post about amazingly granular Facebook audiences).

Obviously, this degree of specificity may be a little overkill for your buyer personas, but the better you “know” your ideal customers, the more likely they are to respond to carefully crafted messaging tailored specifically to their lives. Push yourself to create more detailed buyer personas than you ever have before. To learn more about this process, check out my detailed guide to creating buyer personas.

9. Give Away As Much As You Possible Can for Free

People love free stuff, and the more you give away for free, the more favorably prospective customers are likely to perceive you and your brand, which can result in more online sales.

Look at your current offerings. Can you give anything away for free? If you’re in the software business as we are, it’s easy to offer free, no-obligation trials of your software. Even if you’re not, you can just as easily give away samplers, trial memberships, two-for-one offers, and other reward-based incentives. Giving stuff away for free isn’t just a great way to improve people’s perception of your business, it’s also a great way to introduce them to your must-have products and tempt them to buy more.

10. Give Gmail Ads a Try

After years in and out of beta, Gmail Ads are FINALLY available to everyone. This is an exciting way to reach prospects and increase sales.

If you’re already reaching customers when they search and when they browse on social, why not go the extra mile and hit them while they’re in their inboxes, too? One of the most effective ways to use Gmail Ads is by targeting competitor keywords. People who are in the market for your competitors’ products are getting emails from your competitors that mention their brand terms right now. By targeting those same terms you can show up in their inboxes and hopefully change their minds.

Conclusion

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