June 17, 2014 |
eCommerce , Site Design and Management |
4 Tips for Your Online Wine Store
Direct-to-consumer sales provide you with an avenue to sell more wine, and many of these transactions are taking place online. While it may seem easy to sell wine online, a lot goes into running a successful store and effectively extending your brand to your website. Whether you're opening an online wine store for the first time or looking to make improvements to your site, there are some things you can do to ensure you increase sales:
1. Make special offers to loyal customers
Whether it's your wine club or returning customers who have registered for an account on your website, exclusive offers can increase online wine sales, according to Practical Ecommerce. Special benefits can make customers feel more satisfied and thus loyal to your business. However, you need to have an in-depth understanding of your customer segments to identify relevant offers.
2. Write compelling product descriptions
This is especially relevant if you're just getting started with an online wine store, but you can also reassess existing product pages to drive effectiveness. Descriptions should be easy to digest. Bullet points often work well. Shopify recommends that you hone in on what's important to your target audience and avoid generic phrases like "excellent product quality." This type of wording can make your descriptions less persuasive. In fact, the article notes that Zappos describes the technical details and benefits of the shoes it sells rather than discussing quality. Similarly, if you're going to use superlatives, make sure you follow it up with a reason.
3. Set goals and keep KPIs in mind
It's hard to make improvements to your online store if you don't know how it's working now. Key performance indicators can provide insight into the success of your wine store and help you define goals, according to a separate article from Shopify. Rather than getting distracting by measuring too many variables at once, it's a better idea to focus on a few important metrics. Conversion rates and shopping cart abandonment rates are good places to start improving sales.
4. Create opportunities for repeat sales
Ideally, once you convert customers, they will return to your store again and again. However, there are many moving parts in any ecommerce operation, and it can make success more difficult. Even if your website offers a high-quality customer experience, slow fulfillment or problems with wine shipping can cause people not to buy wine online from you again. Giving customers multiple options in your online wine store can ensure that they complete the purchase and want to buy again. For example, many shoppers don't like being forced to register to complete the purchase. Adding a guest checkout option can accommodate customers who don't want an account. Multiple choices for shipping can improve customer satisfaction as well. Additionally, it should be easy to get in touch with someone from your winery if problems do arise. Even though the transaction is occurring online, solid customer service is still critical for a good experience.
Contact a sales representative to learn more about how WineDirect's ecommerce solutions can help you boost sales.