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, without a doubt, the commercial offer you will make to complete the sale. Here are the keys to a successful sale.
#1. Offer delivery costs: the best promo!
60% of shopping carts are abandoned by internet users if delivery costs are too high (figures from Wix). The subject is so delicate that sometimes it leads the customer to make their purchase in the store or to approach the competition. An extraordinary promotion with prohibitive delivery costs is no longer a bargain!
So offer delivery costs: it’s an excellent lever to improve your conversion rate. A good practice is to offer delivery costs starting from a certain value so as not to affect your margin: you improve the transformation in this way, while encouraging customers to increase the value of their basket.
You can also act on Delivery Method : at home (faster and more expensive), in relay (often cheaper). To do this, you will need to contact transport and delivery companies (La Poste, Relais Colis, Mondial Relay, etc.).
#two. Make smart promotions
The right plan, the right deal that customers are looking for is a low price on a valuable product. Your challenge is therefore 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 second or third item discount is a common lever to increase your average basket (“2nd item at half price”, “buy 2, get 3rd free”).
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 your customer base. Tip: “Leak” the promotion on a deal-sharing site such as Dealabs.com. You reach as many people as possible and, thanks to the promotion evaluation system, you are quickly determined on the attractiveness of your promotion.
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 (cash, promotion, gift, etc.).
− Issue a voucher or promotional code with each order: “-10% on your next purchase”, “-15% on your next booking and a free bottle of champagne”, “a free treatment on your next consultation at an institute.
#3. Offer a free trial
The best trial offer is Netflix: 1 month free, no obligation. Once customers test the product and adopt it, they remain captive for a long time. The principle is the same when the baker has his new products tasted in the store. If you’re confident in the value of your service or product, don’t take the risk of testing it. It’s up to you to provide an exceptional customer experience.
On the Internet, all CMS (Jimdo, Wix, Shopify, etc.) have their tools tested, knowing that if a customer takes the time to build a website, they will be loyal to them.
#4. Adapt your sales funnel
The rule: one short and simple sales funnel. However, a small twist is possible, which can increase conversion by 10% and improve customer information collection. It consists of splitting the validation of the order:
− On the first page, you must ask for the customer’s first and last name and email address to create an account for him and have his contact details at hand to relaunch him (in the case of an abandoned basket or simply to add it to the customer base).
− On a second page, the customer is invited to validate his payment. This tactic allows not only adding a new customer to the database, but also reducing 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 at Afnic, coach at Réussiren.fr and LesFoliweb and activator #FranceNum, he helps VSEs and SMEs to connect. He is the author of the book “Anyone Can Find Customers With The Internet! », published by Vuibert Editions in January 2021.