How to make your website a sales tool

If you have an eCommerce it is clear that you want to use your website as a sales tool since that is the goal of any online store. However, when designing them, many lose sight of this objective and end up with pages that do not obtain the desired results.

And not just for being poorly designed or structured. Maybe the web marketing strategy isn’t working either. Because creating an online store is relatively simple. But making it work requires great strategic planning, a lot of effort and dedication.

Therefore, it is important to be clear on how to build and work on a page so that the web works as a sales tool. If you want to know how to create a successful eCommerce store, here is this brief guide that covers all the aspects to take into account to achieve it. Do not lose detail.


Create your website as a sales tool


The first step to start any type of company is a business plan. And this is not different from an eCommerce. It is essential to be clear about what you sell and to whom. Keep in mind that online commerce is one of the most booming sectors. The offer is too extensive on the Internet and, therefore, you must find a way to differentiate yourself from others.

For this, you must have a good knowledge of the sector in which you move. Also, ideally, you should get to know your ideal customers in-depth and identify your competitive advantage as soon as possible. In addition, a good analysis of the environment will allow you to plan your future strategy with greater security.

Once you have designed the business plan and defined your strategy, it is time to start creating your website. Regarding its infrastructure, there are a series of decisions that you must make, and that will greatly influence the success that you can achieve in the future:


1.- Choosing a good hosting

Choosing a quality hosting to host your eCommerce is to cement your business well. Web hosting is considered by many to be a trivial matter. But, the reality is that it influences many aspects of how a website works.

To start, choosing a good hosting will avoid any technical problems. And in case of having them, the customer service will be fast and efficient.

On the other hand, the capacity of the performance of the hosting affects the loading speed of a website. A fast loading site offers a good user experience. In addition, loading speed is an SEO ranking factor, since Google better positions pages that are not slow.


2.- The domain registration

The domain is the unique name that your online store will have. For this reason, it should always reflect in the most detailed way possible your business idea and your brand.

When establishing your domain name and registering it, keep in mind that one of your goals is to achieve visibility, a good place in the SERPs. So, try to choose a short and easy to remember the name.

Of course, forget about using only keywords. Google is interested in original names that build a brand. Also, don’t forget to register the domain with .es, .com. net and .org. You will prevent others from using the same name online.


3.- Choose a suitable CMS

THE CMS is the content manager of your website. In this way, you can easily control the database, place or delete content, products or prices and it will be accessible only to site administrators.

When creating a website you can choose to use a CMS already created and based on templates. Or create a custom one. The latter is economically more expensive. But it is also true that it allows you greater freedom, creativity and functionality. In addition, it also means that it will respond to your specific needs.


4.- The usability and navigability of the site

Another factor to take into account the proper functioning of your website as a sales tool is usability. This refers to the degree of ease of use that a web page has. Remember that users are impatient and you should make things as easy as possible for them.

And this happens by structuring the web in a simple way so that users can find everything they need naturally. For example, clear and ordered navigation menus, clear images and product information, avoiding duplicate information, promoting interactivity, etc.

What it is about is that the user does not feel lost at any time. The pages must be well linked and offer the user the possibility of accessing other content. All this is what will give a good user experience to the site.

It is about making customers satisfied when buying. Not only for the product itself. But for the interaction, it has made with your website and the after-sales service it has received. It will depend a lot on customer loyalty or whether they will never buy again.


5.- Responsive design

According to the last annual study of eCommerce 2019, 53% of users already make purchases via mobile. Given this reality, it is essential to design a page taking into account the display on other devices such as smartphones, tablets and even smart TVs.


Logistics sections on your website

When users visit an eCommerce for the first time, they want to feel that it is a trustworthy site immediately. Furthermore, there are a whole series of sections that must be included on the site and fully available to customers:

  • Shipping and returns policies
  • Payment methods
  • Data Protection
  • Cookies policy

In this way, users can access all the information they need about the transactions to be carried out, as well as their rights, the protection of their personal data, etc. The absence of these sections is usually, in fact, the first thing to suspect that a page may not be reliable.


How to manage a website as a sales tool

Two other essential elements to manage a website as a sales tool are ERP and CRM software. ERP is the system in charge of managing the online store that is responsible for:

  • Product management.
  • Distribution.
  • Shipping and returns logistics.
  • Warehouse and stock control.
  • Accounting and billing.

On the other hand, CRM is in charge of customer management. In other words, it helps you manage and improve your sales based on your relationship with your customers. It is the medium that provides the information and functionalities necessary to carry out your digital marketing campaigns and increase your profits.

CRM is an essential part of any eCommerce since it allows you to establish more lasting and solid relationships with your customers in the long term. Thanks to it, you will be able to better understand the needs of each client and implement effective and personalized marketing actions to increase sales.


Customer acquisition and loyalty

Of course, for a website to work as a sales tool, it is necessary to have a good customer acquisition and loyalty strategy.

It is useless to have the best eCommerce if you are not visible to others. So, it is also vitally important to carry out an SEO positioning strategy, to be at the top of the results and to get traffic and sales.


1.- Social networks

That social networks are an important part of people’s lives today is an indisputable idea. But it is that, in addition, for brands, they are the main channel of communication with their customers.

Therefore, to increase the brand’s reach and improve the sales of e-commerce, social networks are the springboard to success. It is not about being for being. It’s about choosing which networks your niche is in and having a presence in them.

Social networks will help you attract customers, retain existing ones, carry out content marketing campaigns, remarketing, offer customer service, etc.

In short, you will be able to establish a close and two-way relationship with your audience, which will guarantee you a better online reputation and, therefore, higher sales.


2.- SEM campaigns

One of the best ways to attract traffic and use your website as a sales tool is to carry out SEM campaigns. These are paid advertisements based on keyword bids.

Their biggest advantage is that they help you get visibility in no time. Google Ads is one of the most used services for online advertising and appears on the results page with an ad.


3.- Email Marketing

You cannot forget emailing in your eCommerce if you want to launch a website as a sales tool. Email marketing is the best ally for any online store. It is one of the best ways to attract customers, communicate with them, retain them and improve your brand image.

A good content strategy and email marketing is the perfect tandem to increase sales. You can send newsletters, promotions, discounts and information to your clients. Its great success lies in its power of segmentation, which allows relevant and appropriate shipments to be made to each client depending on their needs.

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