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 is undoubtedly the commercial offer that you will make to make the sale. Here are the keys to a successful sale.
#one. Offer shipping costs: the best promo!
60% of shopping carts are abandoned by internet users if shipping costs are too high (Wix figures). The issue is so delicate that it sometimes leads the customer to make a purchase in a store or to approach the competition. An extraordinary promotion with prohibitive shipping costs is no longer a bargain!
So offer shipping costs: it is an excellent lever to improve your conversion rate. A good practice is to offer shipping costs from a certain amount so as not to affect your margin: this improves the transformation, while encouraging customers to increase the amount of their basket.
It can also act on Delivery mode : at home (faster and more expensive), in relay (often cheaper). To do this, you will need to contact the transport and delivery companies (La Poste, Relais Colis, Mondial Relay, etc.).
#two. Make smart promotions
The right plan, the right deal customers are looking for is a low price on a valuable product. Therefore, your challenge is to find the best formula between a price low enough to increase your sales, but not too low to maintain 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 (“2nd item half price”, “buy 2, get 3rd free”).
The price promotion is only effective if it is known (“not seen, not sold”). So don’t skimp on communication: on your site, on social media, through advertising and emails to customer base. Tip: “Filter” the deal on a deal sharing site like Dealabs.com. You reach as many people as possible and, thanks to the promotion evaluation system, you quickly see 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 earn along the way (in money, promotion, gift, etc.).
− Issue a voucher or a promotional code with each order: “-10% off your next purchase”, “-15% off your next booking and a free bottle of champagne”, “a free treatment on your next appointment at an institute” .
#3. Offer a free trial
The best trial offer is Netflix: 1 month free, no obligation. From the moment customers try the product and adopt it, they remain captive for a long time. The principle is the same when the baker tests his new products in the store. If you are confident in the value of your service or product, you are not risking trying it. It’s up to you to provide an exceptional customer experience.
On the Internet, all CMS (Jimdo, Wix, Shopify, etc.) have their proven tools, knowing that if a client spends time building a site, they will be loyal to them.
#4. Adapt your sales funnel
The rule: a short and simple sales funnel. However, a little twist is possible, which can increase conversion by 10% and improve customer insight collection. It consists of splitting the validation of the order:
− On the first page, you must request the customer’s name and surnames and their email address to create an account and have their contact information at hand to relaunch it (in the event of an abandoned basket or simply to add it). to the customer base).
− On a second page, the customer is invited to validate their payment. This tactic not only allows you to add a new customer to the database, but also reduces the information to be filled in per page, which encourages the customer to complete their purchase.
Mickaël Vigreux has been working in digital and telecommunications for 15 years. Sales manager of Afnic, trainer of Réussiren.fr and LesFoliweb and activator of #FranceNum, he helps VSEs and SMEs connect. He is the author of the book “Anyone can find clients with the Internet! », published by Vuibert editions in January 2021.