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Engaging online store visitors

Leverage user-generated content

User-generated content (UGC) is a great way to generate social proof. When prospective customers see that people just like them are regularly purchasing your products, they’ll feel more confident in doing the same.

According to Salesforce, 54% of consumers trust information from online reviews and recommendations from their peers, compared to the 20% who trust the brand itself.

UGC can take many forms. Technically, even product reviews are UGC. One of the most effective types of UGC is pictures of customers actually using your products. Pepper, a store that sells bras, features lots of pictures of happy customers in their products.

UGC.

Think local

Brick-and-mortar businesses aren’t the only ones who can jump on the local movement. Online retailers can also take a local approach to their ecommerce marketing tactics to increase online sales.

To figure out what local means for you, here are a few ways you can look at it:

  • Identify where you have large concentrations of customers and run a promotion for that location. Look at which products those customers are buying and other spending behavior indicators, and consider local events or seasons to appropriately time a promotion.
  • If you have a warehouse or multiple warehouses, consider a promotion with free, discounted, or expedited shipping to customers in the vicinity. This’ll be easier for your operations team to execute and also help you promote sales in a cost-effective manner.

. Optimize your product pages

Conversion rate optimization (CRO) is the practice of optimizing your website for on-site conversions and increased sales. Practicing CRO helps you identify problem areas on your site.

Where are you losing sales? Who’s dropping off and why? What can you do to capture those missed opportunities? This process is done through both qualitative and quantitative research, so you get a holistic and unbiased view of how conversion-oriented your site is.

Once you’ve conducted your research to identify challenges and opportunities, you can develop hypotheses and tests to see which approaches generate the most sales.