Many people are used to thinking of WordPress as primarily a blogging platform, but its strong content management system, its thriving ecosystem of developers and its massive library of plugins also lend themselves well to eCommerce strategies.
If your eCommerce website is built on WordPress, you’re in an excellent position to boost sales. All you need are the right strategies and tools to take steps like increasing your organic search traffic, raising customer lifetime value and supporting customers across a longer buying cycle.
Here are three WordPress eCommerce strategies that can boost your sales now, and for the foreseeable future.
1. Boost Organic Search Visibility
The first step to increasing sales is increasing web traffic, and organic search plays a major role here. When your website ranks high on the search engine results pages (SERP), you’ll enjoy more organic traffic and more eyes on your products. After all, no one ever goes past page one on Google.
There’s actually even a free tool that shows you the percentage of clicks each SERP position gets.
What’s more, when you get more organic traffic, you’ll be able to spend less on PPC ads, because you won’t need them to generate traffic for you.
You can use that extra money to test drive new keywords or to pay for more targeted PPC ads that drive greater ROAS, because of your superior SEO.
Getting more relevant organic traffic also boosts your sales. It means that customers who reach your site feel that your business really answers their needs.
Raising your organic search visibility involves plenty of well-written, carefully-planned content that hits all the right keywords. That’s why WordPress is a good choice for this eCommerce strategy.
WordPress began as a CMS, with all the features you need to create, format, and present top content. There are also many WordPress plugins that help improve your SEO, by automating schema and helping you write the effective meta tags that search engines look for when deciding on website rankings.
WordPress can also help you to build a high-performance site that loads fast, which is important because Google penalizes slow sites that take a long time to load. WordPress themes are fully responsive, making them suitable for mobile commerce and pushing sites up the mobile search results pages as well.
2. Increase Customer Lifetime Value
Improving your eCommerce sales isn’t just about getting more customers. It’s also about their quality. According to the Pareto principle, 20% of your customers will be responsible for 80% of your revenue. You want to improve your revenue by building up that 20%, doing all you can to generate brand loyalty and increase customer lifetime value (CLV).
Raising CLV isn’t a quick fix, but it does keep on repaying you for many years to come. It means building a cohort of loyal customers who feel a strong enough connection with your business that they keep coming back for more.
To do this right, you’ll need to gather customer data to get deeper insights into their motivations and concerns.
You’ll also need to produce great content that addresses visitors’ needs, enticing them to keep returning after their first, second and 25th purchase, creating an increasingly powerful relationship with your brand.
WordPress makes it easy to present lead magnets and gated content, enabling you to add people to your email newsletter, Facebook groups, or WhatsApp or Telegram groups so that you can carry on your conversation across several channels.
The unofficial Mailchimp plugin is free and extremely easy to use. Interested in experimenting with a different email provider? No problem – there are plenty of Mailchimp alternatives on the market, and many come with their own subscribe widget plugins as well.
There are also a number of plugins that provide advanced analytics to help you connect with your customers. Others help you embed user-generated content, in the form of testimonials, video reviews, or comments, so as to foster a sense of community based on trust and shared interest.
Of course, WordPress’s primary use case as a CMS makes it easy to delight customers with varying content formats. You can use WordPress to manage many different content types, including gated content, videos and webinars, helping you to inspire visitors and build a tribe that keeps on generating revenue indefinitely.
3. Escort Customers Through a Longer Buying Cycle
Some purchases are made in an instant, without the customer taking much time to compare different products and vendors, but others are the exact opposite. Nurturing customers through a longer buying cycle, and supporting them while they take the time to investigate their options, can pay off handsomely when it comes to your bottom line, especially if you’re targeting B2B buyers or selling high-end products.
Successful sales are all about customer experience. Shoppers are willing to reward sellers who offer excellent customer support, provide useful content that guides their purchase decisions, and deliver a streamlined, uncomplicated purchase experience.
Consumers who are looking to make an expensive purchase also expect a more personalized purchase journey that includes consistent, valuable content at every touchpoint.
You’ll need plenty of educational and entertaining content that’s carefully crafted to incrementally advance customers, as well as a way to gather customer data so that you can keep your content relevant. Research has shown that B2B buyers consume multiple pieces of content in the path to a purchase decision, and that they find blog posts particularly valuable.
Fortunately, WordPress delivers here too. You can use WordPress to build a well-structured checkout process that invisibly guides the customer through an intuitive and informative purchase journey.
The strong CMS and customer data gathering features mentioned above are capable of supporting complex and long marketing and sales funnel, based on relevant content and deep insights into consumer behaviour.
There are plugins that can power effective customer support tools, like chatbots and click to call integrations, to improve your customer journey.
Additionally, using headless commerce through WordPress allows you to make your content consistent across every touchpoint, encompassing a number of channels without faltering. Of course, all of these tactics also work to increase sales over the short term, for shorter buying cycles.
Enjoy More Sales with the Right Ecommerce Strategies
With the right eCommerce strategies, WordPress can be your passport to success.
By making the most of WordPress’ capabilities for producing excellent content, improving SEO, gathering and analyzing customer data, and delivering top customer support, you can raise your organic search visibility, improve customer lifetime value, and effectively nurture customers through a longer buying cycle, bring about a wonderful improvement on your bottom line.