How to Increase Online Sales
Step 1 – Make sure these three tracking tools are working correctly on your site
To increase your online sales, you need to first understand why potential customers are NOT buying. Here are three essential three tracking tools you’ll need:
- Google Tag Manager. Install GTM, then configure it to track the goals in your sales funnel. You’ll need to integrate this with Google Analytics.
- Google Analytics. Before you begin, be sure to create two additional ‘Views’. You’ll need a CLEAN view to filter out your own visits to the website. You’ll also need a TEST view so you can test your configurations before unleashing them on your CLEAN view. Once you have all that setup, under the Conversions section, setup a Funnel Visualization (see sample below). A visualization of your sales funnel will track each step a prospect must take in their journey to a successful outcome. It is helpful to document this journey in a spreadsheet first, then use that spreadsheet as the map to configure GTM and GA.
- User Engagement Recording. There are several choices on the market to choose from. We have a special agency account at Hotjar, but you can pick any tool you like which records video of the users’s screens, as they navigate your site. These recordings will give you the virtual ability to watch over their shoulder and see what they click on and how long they linger on various components of your page.
Step 2 – Identify where the online sales funnel is breaking down
The above tracking tools will supply you with information that can help identify the problem. Here are two methods for reviewing your data:
- Review screen recordings. By watching videos of your visitor’s journey through your site, you can often spot interface problems.
- Review drop-offs in your funnel visualization. Once Google Analytics has collected enough data, you’ll begin to see a pattern emerge.
As you can see in the above example, the majority of site visitors are bailing out after they view your product. If you could just get a small number of additional people clicking the Add to Cart button, your entire sales will improve with big impact on your revenue. Of the 231 lost visitors, if you could just get 14 additional people clicking the button, your sales would theoretically double. Your next step is to examine your product page and start coming up with hypothesis as to why them might be dropping off. The reasons will usually fall into one of these categories:
- Price point is too high (or too low)
- Images are not appealing
- Descriptions are not appealing
- Too much perceived risk
- Genuinely not interested in the product. Could not see the relevance to their lives.
How do you know what the real issue is? This is where screen recordings can be very revealing. What components of the page did they dwell on or click? How much time did they spend? Did their behavior resemble someone who has true interest in the product?
Step 3 – Create the fix and test
Once you understand the problem better, and have a hypothesis on how to fix it, you’ll then need to test it. Unless the problem is obvious, such a broken link), you should conduct AB testing to prove or disprove your hypothesis. Never trust your
Not all conversion problems can be solved, but they are impossible to solve without first identifying where the problem is in the first place. Once you think you have identified the problem(s), you must test to confirm.