A Beginner’s Guide: 10 Proven Techniques to Enhance Your eCommerce Store

Did you know 91% of online purchases are now made using a smartphone?* Your eCommerce store’s success hinges on more than just a pretty website full of products—it’s about creating an experience that captures and retains customers.

If you want to elevate your sales and grow your business, these 10 strategies can transform a mediocre shopping experience into a seamless journey for your customers that in turn will boost your bottom line. From leveraging urgency to utilising personalisation, these eCommerce tips are designed to improve your online retail game and drive significant growth. Without these strategies, you risk losing potential sales, facing high bounce rates, and missing out on opportunities for growth.

Here are our Top 10 proven techniques to transform your eCommerce store:

1. Leverage Scarcity and Urgency

Creating a sense of urgency can be a powerful motivator for customers. By incorporating messages such as “Ends Midnight” or “Only 5 Left”, you can prompt quicker decision-making and encourage immediate purchases. This technique taps into the fear of missing out (FOMO), which can be a strong motivator.

2. Mobile Optimisation is a Must

As stated earlier, over 90% of online purchases are now made via mobile, optimising your site for mobile users is the single most important thing you can do for your online store. Ensure that your website design is responsive (meaning it adapts seamlessly to different screen sizes and orientations). A mobile-optimised site should offer fast load times, intuitive navigation, and a streamlined checkout process to enhance the user experience and reduce bounce rates.

3. Offer Free Shipping

As you can imagine, free shipping is an appealing incentive that influences buying behaviour. Research indicates that shipping costs are the leading factor in cart abandonment with up to 47% of consumers stating the reasons behind cart abandonment stemmed from costs related to shipping, taxes and fees*. By incorporating free shipping into your strategy—whether through minimum purchase thresholds or as a standard offer—you can effectively reduce friction in the purchasing process. Additionally, clearly communicating any free shipping offers at strategic points in the shopping journey can enhance their impact.

4. Do Not Underestimate the Power of Social Proof

Displaying customer reviews can significantly improve your store’s credibility and trustworthiness. Positive feedback from other buyers can reassure potential customers about the quality of your products and services. Encourage satisfied customers to leave reviews and prominently feature these testimonials on product pages and throughout your site. Additionally, tap into the influence of social media: with 70% of teens trusting influencers more than celebrities and 86% of women seeking purchasing advice from social media,* these authentic reviews can act as powerful social proof, influencing purchase decisions and providing reassurance to new buyers.

5. Utilise Upselling and Cross-Selling

Enhancing the value of each transaction can be achieved through effective upselling and cross-selling. During the checkout process, suggest related or complementary products to increase the average order value. For instance, if a customer is purchasing a laptop, recommending a matching laptop bag or extended warranty can provide additional value and result in increased sales. This approach not only benefits your revenue but also improves the customer’s shopping experience by offering relevant products.

6. Implement Retargeting Ads

Retargeting ads are a powerful tool for re-engaging potential customers who have visited your site or added items to their cart but did not complete the purchase. By displaying targeted ads across various platforms, you can gently remind these users of their interest and encourage them to return and finalise their purchase. Effective retargeting involves creating compelling ad content and strategically timing the ads to maximise their effectiveness.

7. Introduce a Loyalty Program

A well-designed loyalty program can incentivise repeat business and increase customer retention. By rewarding customers for their purchases with points, discounts, or exclusive offers, you can create a sense of value and appreciation that encourages ongoing engagement. Tailor your loyalty program to reflect your brand’s identity and customer preferences to maximise its effectiveness.

8. Develop an Abandoned Cart Recovery Strategy

Abandoned carts represent a missed opportunity, but with a proactive recovery strategy, you can recapture potential sales. Implement a system for sending timely, personalised email reminders to customers who have left items in their cart. These reminders should address potential concerns and can offer incentives, such as discounts or free shipping, to encourage completion of the purchase.

9. Use Personalised Product Recommendations

Personalisation is key to enhancing the shopping experience and driving sales. By analysing customer browsing and purchase history, you can offer tailored product recommendations that align with their interests and previous behaviours. This approach will improve the relevance of your suggestions and increase the likelihood of additional purchases, making each customer’s shopping experience more engaging and relevant.

10. Optimise your Online Checkout

The checkout process is the final hurdle between a shopper’s interest and completing a purchase. Did you know that 25% of shoppers abandon their carts because they were expected to create an account before buying*. To maximise conversions, you need to remove as many friction points in this stage as possible. Implement features like guest checkout, progress indicators, and the ability to edit the cart during checkout. Streamlining your forms with auto-fill and reducing form fields will make the process as smooth as possible. For more actionable tips on refining your checkout process, view our comprehensive Online Checkout Optimisation Checklist.

Top 3 Mistakes to Avoid

1. Overlooking Customer Service

Exceptional customer service is often overlooked by new eCommerce store owners. Issues such as delayed responses to enquiries, inadequate support channels, and a lack of return policies can drive customers away and harm your store’s reputation.

Implement a customer service strategy by offering multiple contact options, such as live chat, email, and phone support. Create a clear and fair return policy, and ensure prompt responses to customer enquiries. Investing in customer service software can streamline these processes and improve overall customer satisfaction.

2. Failing to Track Analytics

Many businesses overlook the importance of tracking website analytics. Without data on user behaviour, traffic sources, and conversion rates, you miss out on insights that can guide your business decisions and improvements.

We recommend setting up Google Analytics (or other analytics tools) to monitor key metrics such as traffic, bounce rates, and conversion rates. Regularly review this data to identify trends, understand customer behaviour, and make informed decisions about where to focus attention to optimise your store’s performance.

3. Inadequate Inventory Management

Poor inventory management can lead to serious issues like stockouts or overstocking, both of which negatively impact sales and customer satisfaction. It’s important not to underestimate the complexity of managing inventory effectively.

Utilise inventory management software to keep track of stock levels, forecast demand, and automate reordering processes. Implement a system that integrates with your eCommerce platform to maintain accurate and up-to-date inventory records.

Next Steps

Embrace these techniques that successful online retailers use into your store’s operations, continuously evaluate their effectiveness, and stay adaptable to evolving trends and customer preferences. The practical tips provided—such as offering free shipping, utilising upselling, and introducing loyalty programs—are designed to address common pain points and capitalise on opportunities that can significantly boost your sales and customer satisfaction.

*Source: Forbes Advisor