How To Improve Customer Conversion Rates In Your Store
The retail industry is always changing and it’s important to keep up with the latest trends. So here are five new ways that you can improve your conversion rate at your store.
If you want to learn more about how to get your retail sales associates’ (RSA) conversion rate up, check out my original post. I go over 5 ways that will do the trick.
I’ve said it before and I’ll say it again, if you want to survive in the Amazon-obsessed world of ecommerce then you need more shoppers. The key is converting them.
It’s not easy to find the perfect balance of encouragement, nurturing, and closing shoppers or discouraging them. It takes constant observation of how you are doing with each customer.
The Best Ways To Increase Customer Conversion Rates
One of the most common ways to get your customers to buy more is by getting them comfortable with their purchases. One way you can do this, for example, is by suggesting that they might want an additional product because it would go well with what they are already buying.
If you’re going to be a one-product salesperson, make sure that the product is something really good and not just some commodity. Otherwise, your high margins will only go so far in covering marketing costs.
And, it doesn’t take long for that profitability to show up in the books.
One of the most important things you can do for your customers is to make sure they are greeted when they enter, and if an associate finishes with them in-store to remind them about items that might be perfect for their gift list.
To increase sales, have a list of the most common items forgotten but so necessary. For example needles for sewing stores and masking tape for paint stores.
The way to get people reading is by having the first few items be cheaper than all of the others. That way, price doesn’t become a deterrent.
• It’s important to provide signage that tells associates what they should say when talking with customers. One suggestion is, “Do you need a scarf? You can use this mirror vase in your arrangement or surprise the kids with these cookies using your new mixer.”
• There are a few things you should know about retail merchandising. First, it’s important to keep your customers close by so they can see what you want them to buy. Secondly, don’t let their attention wander too far away from where you’re trying to get them.
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For example, if they sell a $300 suit and it’s their first commission this month, I might give them an extra bonus or pay increase.
Signs like Good, Better, and Best or Upgrade your gift can be used to impact sales by playing on the doubts of shoppers. While signs are less active than store associates, they still affect how customers view their purchases.
Employees are best at upselling because they can build trust, listen to the customer and recommend an upgrade based on their 10-minute interaction. That all has to be trained for when it comes to more expensive purchases; the more time you invest in training employees, the better your chances of convincing shoppers that upgrading is worth it.
In order to get more people from just looking at your products, you have to train them on how to compare and contrast so they can sell with ease.
To stay on top of things, it’s important to know when you’re over-promoting. This is especially true for people who are just starting out in sales.
The more shopping feels like work, the less likely it is that people will invest their time and energy into hunting for a bargain. If you have to sift through piles of clothes or racks of shoes just to find your size or style, then there’s as much effort involved in going on a sale hunt as there would be online.
I often hear people say that they only come out on Black Friday for the experience, and not because they actually want to buy anything. But those who do stay are really dedicated shoppers.
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• If you want people to come into your store, then the best way is just to make sure that you have what they’re looking for. Nobody wants to drive through traffic and find out when they get there that you don’t even carry their desired product.
To improve your conversion rate, offer a wide variety of products but don’t be afraid to say no if the customer is requesting something you just can’t provide.
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People hate waiting in line, so be sure to assign the register and queue people up during rush periods.
One of the things that I learned early on is that associates can’t stand to wait for another associate who seems like they’re moving at a snail’s pace. They just put their stuff down and walk away without telling you.
• Back in the day, Gilly Hicks pioneered mall-based retailing by placing their cash wrap at the back of stores so you couldn’t see how long the line is as soon as you walk through.
Disneyland has a genius way of making the line seem shorter than it really is. They creatively use islands to display products and make sure that they don’t have too many people at once so as not to scare off potential customers.
You may think that you can always provide your staff with the opportunity to work full-time, but it’s not always possible.
It’s not enough to just have employees who can work full-time. You need people on your team that is willing and able to step in when it gets busy, especially if you want them interacting with customers.
Also, there are five ways to improve your retail sales associates’ conversion rate. One way is by providing a great customer experience and ensuring that customers leave with the product they want.
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They use analytics and metrics in order to tweak social media campaigns.
If you are a brick-and-mortar retailer, the best way to find out your conversion rate is by using an advanced visitor counting system in your POS. You can also do it manually but tracking if people who came in made purchases just as they would with e-commerce store traffic.