Common Success - Strategies Adopted By Top Converting Ecommerce Sites

Branding in the online world is a lot more than just transporting your print brand identity to the Web. This is where ecommerce sites comes in help. This article discusses primarily about the common strategies adopted by the top converting ecommerce sites like ProFlowers, Woman Withi, Vitacost.com, Roaman's, Amazon, etc., by knowing and following which, any merchant like you can be the next name in the list of top converting sites. These are following;

Make Customers for Lifetime

The sites that are on top and having first thing common in them is that they make visitors to return to the site to make a purchase. The sites are optimized not only for the first purchase made by them, but makes purchases on repetitive manner. They do not generally focus much on search engine optimisation as they have a large and definite client base that ensures to come on the site over again and again. They are the ones who have already received and browsed through their catalog or have sufficient information about them.

Whereas, these sites believe that the existing customers are more valuable than inviting new ones. It certainly does not mean that they don't welcome new ones, obviously their business expands by the addition of new clients. This shows that the companies give much importance to loyalty economics. For example; Amazon introduced one-click shopping option. But if we do not turn on this one-click option, it takes six clicks in total to make a purchase at Amazon.

Retention of customers by making long-term relationship essential through offering quality products, warranty, and return policies and efficient logistics. That is what crucial for these companies to do.

Option to Superior Search, and Product Selection

The core strength lies in 'merchandising' offered by the top converting sites. Though some of the e-commerce websites are better than others where it has offered easy-to-browse option to the users and focused on making the shopping experience of users as convenient and pleasurable as possible. The companies are very well accustomed with the buying behaviour of majority of customers whose purchase are unplanned. Therefore, these companies need to invest huge to make it easy for the people to search products that they are already familiar with. They also provide other details relating to it that makes the buying process easier for the consumers like products review, analytics, list of best selling products and options to choose colours, style, size and combinations of products that work best. The best example can b seen on Amazon.

Lifetime Remarketing – A Never-Failing Approach

A very-very significant deed these sites do is remarketing. It is believed that Amazon - the biggest gorilla in the online market world – is also the biggest remarketer in itself. Because it sends regular emails to remind customers about when to make next purchase and informs about discounts and schemes offered, if any.

Remarketing approaches, when done well, is accepted and are valued by customers and therefore, perceived as a good service. In addition to it, customers welcome recommendations, suggestions and relevant content or information at high open rates and low unsubscripted rates. These drives call for highly qualified visitors with products in mind to buy from these service provider. With these attempts, it would not be a surprise that the webistes earn higher conversion rate.

The above points may be a tried and tested method to have higher conversion rate but in the beginning, these sites sacrifice a small proportion of initial sales lost in an attempt to capture user data and bag lifetime customer value. The sites owners keep trying to thrill shoppers by offering superior experience to the visitors so that they convert into customers and make it incredibly easy for them to end up with repetitive purchase. Also, by providing an option to peruse through offline catalogs and then coming online to make a purchase by linking offline catalogs to online purchasing, they have resulted in a dramatically higher sales and higher conversion rates.

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