Turn Visitors into Buyers with These Simple Tips

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If you have an e-com store with loads of products, then this email is for you. Even if your store has just a few products, there are valuable lessons here that can lead to increased sales.

Uncomfortable truth: Just because you added products to your beautiful store doesn’t mean customers will notice them. To drive sales, you need two things:

1. The right traffic (people who are your target audience)

2. Clear navigation to ensure they find the right products for their needs.

Let’s Talk About Navigation

Different customers shop in different ways. The easiest way to annoy your customers is by making product discovery complicated. Using the right filters and properly tagging your products in the backend is crucial. Equally important is grouping products according to what your customer might be looking for.

Example 1: Socks

If you’re selling hundreds of different socks, categorize them by type:

• Long/short

• Printed/multicolored/single-colored

• Group prints according to customer personas. For instance:

  • Creative category names for “feminine” & “masculine” socks

  • Must-haves for summer, sports enthusiasts, music lovers, etc.

Example 2: Haircare Products

If you’re selling haircare products, categorize them by:

• Product type: shampoos, conditioners, masks, treatments

• Customer needs: fine hair, damaged hair, blonde hair, men’s hair, etc.

• Brand of the month

• Add monthly themes like “Perfect Beach Hair”, “Voluminous Barbie Hair”, “Cult Products.”

Example 3: Fashion

For fashion products, create categories around:

• Workwear

• Occasion wear

• Vacation wear

• Athletic fashion

• Go deeper with style personas: a corporate girlie vs. a hippie will make different style choices for their daily workwear

• Bundle products that go together into sets, for example blazers + the perfect t-shirt to go with it.

Beyond Basic Categories

Some categories are basic must-haves, but you can also create categories centered around content for your homepage slides, social media, or newsletters. To stay inspired, create an annual content calendar for your products:

• Dedicate one month to sustainability, another to autumn layers

• Celebrate fun international days like International Book Day or Sleep Day

• Make special offers for “Product/Category of the Week/Month”

• Bundle your best-sellers into “3 packs” in order to increase average order value.

Creating multiple categories not only makes life easier for you by offering something to constantly talk about, even if the product offering hasn’t been updated in a while, but also provides many different ways to upsell your products. This approach results in customers spending more time in your store.

By using these strategies, you'll enhance the shopping experience for your customers, increase engagement, and ultimately boost your sales. A well-organized store is key if you want to build a successful e-commerce business.