It’s of no surprise that during the COVID-19 pandemic, online shopping hit an all-time high in 2020, with IMRG Capgemini’s Online Retail Index showing a 36% year-on-year growth in e-commerce. Whilst some may have viewed it as a means to an end, for many, this time has changed the way they plan to shop for good — as 57% of global sales are expected to be made online by 2025, according to Retail Week. 

With this in mind, retailers of every shape, size and product offering are turning their attention to creating or tightening up an online offering that delivers against customer’s wants and needs, but also the store’s bottom line. 

Industry expert and Founder of the Resilient Retail Club, Catherine Erdly, says there are just 4 ways to boost online sales. Here, she talks us through finding success in each one...

1. Bring more people to your business

Increase your social media following, website visits and number of email subscribers

A lot of the time when people think about growing their sales, this is the method that comes to mind. However, it’s worth remembering that this can be not just the most difficult, but also the most expensive way to go about expanding your customer base. To put it simply, here the goal would be to get as many eyes on your business and products as possible. To do this, you will need to create strategies for increasing your social media following, email subscribers and website visitors. But remember, to find new, cold audiences who have never heard of you and get them to know, like and trust your brand enough to buy from you will take time and commitment. 

2. When potential customers come, convert as many as possible 

Consider your site as a customer would and give them  a reason to buy

It’s very easy to get fixated on more visitors, but it’s vital to make the most of the ones you already have. One way to avoid spending marketing budget and time on attracting a new, cold audience is to convert a higher number of those already visiting your site or online store. 2% is a very standard conversion rate across the industry, so encouraging even a handful of customers to buy where they might not have before could pay dividends for your bottom line. Imagine yourself as a customer and really consider what they’re seeing and the experiences they are having with your online store. Do your products all have great descriptors? Are you leading with the best imagery? Do you have your bestsellers on your homepage so they are seen as soon as a customer lands? Is the buying journey and process as easy as they can be?

3. Focus on increasing the average basket size

Encourage every customer to spend just that little bit more 

Imagine how much money you’d be making if every customer spent 10% more each time they shopped. Even with no new customers, you could accelerate your sales with very little effort or cost, by focusing on helping your customers find even more products they love. Assess your average basket size and outline a strategy to increase it. Could you style your products with complementary pieces to encourage them to be bought together? Offer amazing add-ons towards the end of the buying journey? Give free shipping for spending over a certain amount?

4. Keep customers coming back

No one is more likely to buy than those who already know and love your brand

Don’t get so caught up in attracting new customers that you forget about the ones you already have. On average, loyal customers spend about 65% more than first-time ones, so give this engaged audience a reason to keep coming back. Make sure they are the first ones to see new products through digital marketing, think about loyalty offerings, and use social media to ask them questions and make them feel like a part of the brand. 

For more insight from Catherine Erdly and information about the Resilient Retail Club, head to @resilientretailclub