Maximising the web buying experience


Work your web marketing
Diversifying your channels to include websites gives you extra resilience and can offer more growth and profit than the marketplaces you trade on. You can’t rely on anyone else for traffic though. You need to manage your cash flow and work hard in the areas of search, pay per click, remarketing, social media and site optimisation. Focus on winning visitors, paying customers and happy buyers.
Pick your platform
Magento, Shopify or BigCommerce? Choosing the right platform to power your website sales depends on many factors. Your size, your level of technical ability, the resources at your disposal, your market and product range. Hosted application or dedicated servers, they all come into play. Whatever your situation, make sure you take it in stages: planning, technical, design and marketing.
Study your analytics
When it comes to your own website, it pays to stay close to the numbers. Very close. Get familiar with the metrics that govern your traffic and conversion rates. Make friends with your customer acquisition costs and your customer lifetime value. Study how profit varies within your product range. You don’t have to wait ages to see the results of your efforts, so it’s ABT – Always Be Testing.
Invest in remarketing
The average ecommerce website converts 3% of its visitors into buyers, so there’s huge potential with the 97% who haven’t bought from you – yet. Show remarketing ads to those who reached particular product pages and those who got as far as the checkout before changing their minds. Design and send attractive email offers to those customers who’ve already bought from you.
Reap your reviews
Buyers don’t buy what you say, they buy what other buyers say. Independent reviews are critical to building the trust levels, and it’s hard to put a price on a glowing endorsement from a genuine delighted buyer. It’s worth partnering with a review portal like Trustpilot or Feefo to increase your credibility with buyers at the crucial stage and to boost visibility on channels like Google shopping.
Getting great at websites
Volo can connect your website platform to your other selling channels in one glorious, centralised ecommerce system for your business. We can also advise you on how to get the most out of your web marketing and put you in touch with a range of web marketing specialist partners. To find out more about channel solutions and best practice, check out our resources page.