Paid advertising is highly effective at generating traffic, especially for eCommerce and product-based businesses. It’s one of my favorite tactics, we use it all the time at Litchfield Media and generate astounding results.
However…
They’re not for everyone. Not everyone is ready. Not everyone has their site together. 😉 And not everyone is ready for the expense.
I’ll be the first to tell you that they work like crazy, but I’ll also be the first to tell you if you’re not ready for them. The point of running paid ads is to see a greater return on your investment than what you spend on them.
If you’re not ready, you’ll set yourself up to lose money faster than my daughter loses hair ties. So before you start Googling, clicking, and spending, here are a few things you need to have in place before running paid ads.
A Website Or Store Conversion Rate That’s At Least 2%
I know, it sounds low. And it is! But that first 2% is usually hard-fought. Track the amount of traffic you get on your website or store each day, week, and month. Divide that by the number of completed sales for each time period and multiply this by 100 to get a percentage.
If you get 500 visitors and make only 5 sales, this is a conversion rate of 1%. You would need at least an average of 10 sales for every 500 visitors to meet the 2% recommendation. If you have these numbers in place, you’re good to go!
If not, I’ve gotcha!
Tips To Boost Store Conversion Rates
Optimize Storefront: Creative and Graphics
When a customer visits your store, you want them to serve them an experience that says, “this is where you’re supposed to be, and this is what you need”. Ensure that all graphics, images, and design elements match your brand and your target market. Product pictures should have good lighting!
Optimize Storefront: Copy
Use your text-based digital real estate to your advantage. Every section is an opportunity to make a connection. Use keywords to drive organic searches, optimize your meta page descriptions, and story-driven content on socials to appeal to your audience and create trust. Bonus TIP: Create a “founder story” on video and embed it on your home page. Make sure to cover 1) Who you are, 2) Why you started the brand and 3) What makes you unique/different from other competitors.
Enhanced Product Descriptions
Don’t just list the features and specs. Talk about the benefits of each product and how it solves a problem or fills a desire your target customer has.
Streamline The Checkout Process
Make this part of your store site as simple as possible. Allow them to sign in or pay with other established accounts, so they don’t waste time (or leave) due to a complicated checkout process. BONUS TIP: Add a low priced product as an order bump at checkout to increase AOV (average order value).
Offer Special Deals
Free shipping, 15% off your first order, add an item for $X off, etc. These are all great discounts and incentives to get a customer to the finish line and through checkout. BONUS TIP: Add a pop-up form to your site that is integrated with your email marketing software to collect emails + offer the discount to your new email subscribers.
Email Marketing Follow-Up Sequences
Email marketing in eCommerce is practically a commandment. Even small boutique brands can leverage this tactic to capture returning traffic and repeat sales. Use Klaviyo to set up automated sequences for welcome emails, abandon cart, abandon shop, re-engagement, upsells, nurture content, post-purchase, and holiday sales. You can even create audience segments and send targeted offer emails.
An Average Order Value of Over $50
This may sound high if your products are low-ticket items, like inexpensive jewelry or clothing, or if your customers only buy one item at a time. If this is the case, you may not be profitable with paid ads. Instead focus on increasing your AOV and site conversion rate.
If your products are mid to high-ticket items, it’s time to start exploring paid ad solutions. But don’t just jump in! Do your homework on your target audience, make sure your site is converting at 2% minimum, and optimize your store to make the most of all the traffic you’re about to get.
Tips To Boost Average Order Values
If you have low-ticket items or simply want to make the most of each customer’s visit, consider implementing the following:
- Create product bundles for items that go together
- Provide additional product suggestions for accessories
- Give discount upsell offers after the checkout (one time offers)
- Create a reasonable minimum order amount for free shipping
- Create a loyalty program to encourage repeat sales
Have Testimonials And Reviews On Your Website
Social proof is essential in today’s marketplace. Everyone is selling something, and everyone who is shopping is more suspicious than ever. They don’t want to take your word for it, they want an insider’s unbiased opinion about your products, your company, and your customer service.
Tips For Getting Testimonials and Reviews From Previous Customers
- Ask. Simply just ask. After every purchase or delivery confirmation, send automated emails for feedback and reviews.
- Get video testimonials and UGC videos whenever possible, as these are the most powerful format.
- Make it easy. Don’t send a 20-question survey right out of the gate but keep it simple.
- Leverage tools like Boast.io, Testimonial Master, ReviewTec, and Testimonial Tree.
Get Ready For Ads!
Paid advertising and targeted traffic can pay off in massive ways for your e-commerce business. Make sure you’re ready for them with these tips. When the time is right, and you’re ready to maximize your advertising impact, schedule a call with my team! We’d love to help set your brand up for success.
