5 Must Do's to Get First Customers for Your Online Store Fast and Cheap

Be Trustworthy for Your Visitors

Your Online Store Needs to be Customer-Friendly

Doing business online is much different from running a brick and mortar retail store. Now your customers can't meet you in person; they can't appreciate how beautifully you have decorated your interior or designed the shopping window.

You have to make a great first impression. The first 15 seconds that the customers spend at your online store decide whether they will complete any transaction. Make sure your online store looks professionally on any device; more and more customers shop online using their mobile phones.

Focus on mobile. Mobile accounts for more than 65% of all e-commerce traffic. And the number grows year by year. Mobile is the future.

I bet when you run your retail shop, it is every day ready to welcome customers - carefully cleaned, and all products are nicely organized on hangers or shelves. Your online store needs the same attention and maintenance. Make sure products are placed in correct categories, using the right photos, headlines, and captions.

Step into your customers' shoes. Go through the online store, try to add products to the cart, make an order, and pay. The money goes anyway to your account, and the small processing fee is worth the try. Testing is critical. You can do everything well, but when the customer can't finish the transaction due to a stupid bug, you have made all this effort for nothing.

Make Your Terms and Conditions, Privacy Policy, and Contact Details Easy to Find

Privacy became one of the biggest concerns on the internet for any customer. Make sure you provide links to the privacy policy on visible areas. I suggest in the main menu as well as in the footer of the page. Showing a privacy policy link will show your customers that you value their personal data.

When people do business with you online - terms and conditions are much more important for them than you could think. Return policy, guarantees, shipping costs, and many other questions are covered in this document. Make it easy for your customers to find it.

Building a relationship with customers and trust online is vital for your business. Don't hesitate to show visitors to your online store who is behind. Show names and faces, and provide contact details. People don't trust companies whose business owners hide behind general e-mail boxes like sales@myshop.com and are reluctant to show their names or faces.

Use Badges. To build trust, try to take some of the essential conditions you offer to stand out by placing them as a badge on your website. You can create a Free shipping badge, a Money-back guarantee badge, or a 30-day free return badge (depending on the terms you offer).

Connect to Your Social Media Profiles

Social is not only a source of traffic and customers for your website. Visitors to your website will be looking for any clues, whether you are a reliable business partner. A well maintained social profile will comfort your customers.

Maybe you remember the times when companies would have a "Latest News" section on the website. Companies would inform their customers or prospects about things going on inside the company. The primary purpose was to show that the company is active on an otherwise static website.

It is still necessary to show your customers that you are an active business. If they come to your Facebook profile with only one post, which is more than a year old, it won't help build trust.

Post regularly on Facebook. Facebook is still undoubtedly with more than 2,7 billion users, the most prominent social network. If you have to choose one social network, be it Facebook, and post regularly.

By the way if you'd love to learn more about how to effectively use social media for your online store, reserve a slot in our calendar and get a free 30-minute consultation with one of our marketing experts.

Get Reviews of Your Business

Reviews of other customers will help somebody who never heard of you or done business with you to feel comfortable making the first transaction.

If you run your physical store, ask your existing clients to provide a short review of your business. It will help you significantly in building trust with new customers.

Be proactive and ask any customer for a review when they finish the transaction with you. It will help you improve your service and create a trust seal for your business online. The more reviews you have, the easier it will be to get new customers.

Use independent review solutions. Try to use some third party solutions where your customers can provide a review. Tools like Google Reviews or TrustPilot will give reviews more credibility.

Create Outstanding Content

Let People Know Your Company

I already mentioned that it is crucial to show your customers the people who are behind the business. Too many ecommerce businesses fail to provide valuable content about their company. Yes, it really matters. Customers tend to do business with somebody they know and like.

Try to be authentic. Use snapshots of moments from the life of your company. Please don't overdo it, but try to make regular weekly posts about what is going on in your business. Here are some ideas for content you can create regularly.

Introduce your team members. Don't just post the CVs of your staff. Show people who work in your company. Tell your audience what the team member's role is and how they help the customer."This is Amy. Amy makes sure we always have all the products dispatched in time. When you receive your order, Amy most probably had it in her hands."

Show behind the scenes. It can be an exciting moment for customers when they see how you work on fulfilling their orders. Don't hesitate to show a desk full of packages ready to be dispatched or somebody from your team working on answering customer phones. When you show your customers that you are busy, they will trust you are a successful business. Be friendly and authentic.

Share your successes and failures. Be proud of your achievements. Have you just received a fantastic review from your customer? Or did you just dispatched all packages, and you can call it a day? Share even small successes with your audience. Don't worry about also sharing small failures. Maybe the orders are delayed due to a bug on your website? Be confident to share it with your audience and say sorry. People tend to favourite outsiders and like honest and open communicators.

Is there a special moment worth celebrating? Share it with your customers. Did you reach a significant threshold? Maybe your first 500 fans on Facebook? First 100 dispatched orders? Be proud of it. Post it on your social media, and don't forget to thank your customers for all the support. Without them, you couldn't make it.

Build a relationship with customers. Try to keep 1 out of 5 posts on your social related to something different than products. Show the life of your company, small wins, happy moments. You can also do short videos!

Showcase Your Products with Valuable Insights

Don't Show Only Product Features

Many business owners make one big mistake when showcasing their products to visitors to the website or customers. Don't focus on features of the product, preferably present benefits of the product to the user. What does it exactly mean?

Let's think about the features that a mobile phone can have: screen size, memory size, camera resolution, or capacity of the battery. All these are features of the product. On the contrary, the product benefits focus on how the product can help make customers' lives better.

Feature: 7" screen

Benefit: Watch your favourite movies or series on that mobile thanks to the large screen

Feature: 512 GB internal memory

Benefit: Store all your photos, music, and movies on your mobile and have them always with you

Feature: 12-megapixel camera resolution

Benefit: Capture any moments of your life in the best colors and with the smallest details

Feature: 3.000 mAh battery capacity

Benefit: Never run out of the battery in a moment when you need to send an important message or take a great photo

Can you feel the difference? Features are important. You need to have them on the product detail page. Nevertheless, product features do not sell. When you tell the customer the benefits, you give them the reason to buy the product or evaluate whether it is the right fit. 

Do a simple exercise take any feature of the product and try to translate it to the benefit. How will this feature change my customer's life? What value does it bring to the customer? How can my customers benefit from this feature in their every day lives?

Be different, show benefits first. Most of your competitors focus on product features. Show benefits first. It will help you create value for your customers and stand out from the crowd of other online stores where you find all the same copy pasted product details.

Use The Right Product Title

The product title or headline is one of the most critical pieces of content that you have. Most of the shopping campaigns (both on Google or Facebook) need the product title to run campaigns. Moreover, these titles are automatically transferred from your WooCommmerce to these platforms, and not always you can edit it.

Step in your customers' shoes and think about how they feel about the product. Are they looking for a particular product, brand, or model? Or are they looking for a product that will help them satisfy their need and don't know the product yet? 

When you sell a well-known product, you want to have it in the title to ensure that you tell them you have it when customers look for it. E.g., when you sell iPhone 12, 128 GB, black - you need to have these keywords in the title rather than "Latest mobile phone of the iconic manufacturer from Palo Alto".

On the other hand, when your product isn't that popular yet, most probably customers will look not for the product but a solution to their pain. Let's say that the customer would love to buy an iPhone; however, she doesn't have a budget for it. In this case, your title should offer a solution in the title: "The most advanced mobile for less than 300 USD".

Try to do a little research in the Google Keyword Planner. How many customers are looking for a product or a solution? How big is the competition? Try to match titles with search queries.

Invest Time or Money In Professional Images

A picture is worth a thousand words. Particularly in e-commerce, this saying is more important than in the brick and mortar shops. People can't physically see or touch the product before they order it. With professional product photos, you make the customer feel comfortable purchasing from you. 

No matter how excellent the copy you have, it will be hard to sell without great photos. If you sell products manufactured by a third party, ask the manufacturer or distributor for photos. If they don't have good images and you believe in the product, make your photos. Ask a professional photographer to make you a set. It will be worth the investment.

When a product doesn't have great photos, it is an opportunity for you to stand out from the crowd. The majority of your competitors will take over the manufacturer's images and won't invest anything. You can beat them with a superior product image just for few bucks. 

If you sell your original products that no one else offers, don't underestimate product photos' importance. Hire a professional who specializes in product photography. It won't cost you much and will make a huge difference in sales.

Needless to say, that product photos are a must for all shopping campaigns, be it Facebook, Google, Pinterest, or Instagram.

Put a watermark on your photos. Not all competitors use honest practices. Make sure you put a watermark over the photos where you have invested your money. You won't be able to sue everybody who will copy your content. Just make sure you make it difficult for them, or when they use it, they use it with your brand and web address.

Create a Valuable Product Description

How will this product make my life better? Why should I buy this product and not another one? Is this product the right fit for me? When customers don't know the product, they are looking for its benefits. Why should they buy it? Give them the answer in your description.

For any campaign, you will need a short version of the description. Usually, it will be around 160 - 200 characters depending on the channel. Start with this brief description. How to create it?

  • Pick the main benefit of the product (there can be many benefits; choose only the one that you find the most valuable)
  • What pain does the customer want to sort out?
  • How will the product help?
  • How will the customers' life look after they use the product?

Let's go back to our example with the mobile phone. I will pick the ability to store all my content (photos, music, and videos) on my mobile as the main benefit. How will I put it in a strong description? Start with a problem, give a solution, and finally show the result.

Photos, music, and videos can quickly fill up the memory of your phone. Model X offers mind blowing 512 GB of internal storage. You will be able to store all your content and have it always at hand.

The description above has less than 200 characters. Using the problem-solution-result pattern will help you create similar descriptions. You will become a master in this by creating multiple brief descriptions for your products.

Test your brief descriptions. Facebook is not only a space where you can sell to your customers. You can also ask them for their opinion. Try to create a campaign on Facebook and show various brief descriptions to your target audience. You will be able to see which of them resonates the best with your customers. The best one will deserve a premium spot on your website or top of the product description page.

Create Your Original Content

Nobody likes copycats. They have no value for society, and it is hard to trust them. Try to create your original content for the product. Here are some ideas.

Make a short video of the unpacking experience. Customers love that moment when the product arrives at their home, and they can open the package. You can create a simple video to show them this experience. Please take one of the products and unpack it. Make a short video, which you can put on the product detail page and your social profile.

Write a review for the product. You are a professional who can assess the qualities of the product. Help your customers understand what the pros and cons of the product are. Give them your honest opinion and help them make the right decision. Don't mention only the good things, also point out anything you don't find great on the product. Customers aren't stupid. They know nothing is perfect, and if you confirm it, you can gain authority and trust.

Compare the product with other options. People love rankings, ratings, and comparisons. If you create a short and straightforward comparison between products, you can give customers great value when deciding about the right product to buy.

Publish other customer reviews. Ask your customers who previously bought the product for their thoughts how happy are they with the product and whether they would recommend it or not. You can combine star ratings with written comments. Online shoppers love it when they can get any form of social proof from people who already made the decision. 

Prefer quality to quantity. It is better to fine tune a smaller portfolio of products and ensure that you provide excellent value for the customer than to publish hundreds of products with generic content which everybody else has. Pick 10, 20, or 30 products, depending on how much time you have, and enrich them with original content. Your customers will appreciate it, and you will stand out from the crowd.

Use Rich Content

Try to find and create more content that you can use across different channels. A great example is the videos. As described in the previous article, you can create a short unboxing video or review. Not only will you use these videos for your online store on the product detail page. You will be able to share it on Youtube, Facebook, Pinterest, or Instagram.

By creating your original rich content, you can get many visitors to your website from these channels for free. People like authentic and original content.

Use any digital content you can get from your partners, distributors, or manufacturers to ask them for permission to use, publish on any channel along with your own content. If the manufacturer invests money to create an excellent video, don't refuse it. Use it together with your authentic (less professional content) to create a balanced mix.

Try to add a personal touch to professional content. Most of the professional videos are impersonal and sometimes too focused on features of the products rather than benefits. You can add intro, outro, or commentary to existing content if the rights allow you to do so. You can leverage the professional content and enhance it with your opinion, review, or recommendation.

Remind Your Customers About The Value You Offer

Regularly remind your customers and give them reasons why they should do business with you rather than with somebody else. The competition is tough, and customers are getting more and more demanding. It isn't possible to compete with Amazon in terms of the range of products you can offer, and to compete with low prices is a hazardous business strategy. What values do customers appreciate?

Niche and Specialized Stores

Customers will feel that when you do your business with heart. You don't need to sell everything; there are already competitors with millions of products in their portfolio, and your customers know these stores for sure. Don't compete with Amazons, eBays, or Walmarts of your industry. Pick your niche and focus on it. You will be able to provide unparalleled expertise and passion to your customers, and they will appreciate it.

Narrow down your focus. If you have just started your e-commerce, don't fear being too narrow in your product portfolio. Let your customers understand what you do and who you are. Are you a guitar store? That is too general. Maybe a guitar store for beginners? Much better. And what about if you narrow it down to a guitar store for beginners who want to play an electric guitar? The more focused you are, the higher the chance you will find loyal customers.

Personal Service

The bigger the company, the less personal it becomes. You have something that the big brands don't; you have time to treat your customers personally. Nobody wants to be just a number in a balance sheet or hanging on a phone line with robots or chatting with bots. Big e-commerce brands offer bots, and human contact became rare. You can offer something that these companies miss.

Invite customers to communicate with you. Give your customers a direct e-mail and mobile phone. Ask them to contact you in case of any questions or requests. Let your customers experience something scarce – personal communication with an expert.

Customer-Friendly Terms and Conditions

E-commerce customers are spoiled. Same day delivery, 30-day money-back guarantee, 2-year guarantee, free shipping create a barrier to entry for smaller businesses, yet it is something that customers expect now. All the big brands offer that. Try to provide some of these values as well.

Experiment with extra values. Don't worry about trying some of the conditions like the money-back guarantee. The market analyses show that only a tiny percentage of customers request a refund; however, it can increase your conversion rates by tens of percent. Your orders can quickly grow by 30%, and you only need to pay 1% in refunds.

Set The Right Product Price

Price is one of the most important factors influencing the customers' decision to buy the product or not, to buy it at your online store or somewhere else. However, it is not the only factor, and if you start to compete only with the low price, your business is doomed.

It is vital to compare your prices with the competition. If you don't do it, your customers will. On the other hand, customers don't automatically buy at the cheapest store. Why? 

As famous investor Warren Buffet said: "Money is what you pay, value is what you get." Try to offer great value for customers for the price they pay. This value can be after purchase support, money-back guarantee, free shipping, or flexible return policy.

Your customers will consider the whole offer. Not just the price of the product. What service do you provide them before the purchase, what guarantees you offer and how easy it is to conduct business with you. Try to create a package that will justify a higher price.

Clearly communicate the value you offer. Before adding the product to the shopping cart or payment, show your customers what service you offer with the purchase. You can use badges, short titles, or FAQ scheme. All this helps your customer understand the value included in the price.

Is there anything that helped you kickstart your online business? Let us know! 👋

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.