Just as WordPress has come to dominate the web, WooCommerce is dominating the e-commerce space. So we’re talking to WooCommerce experts to learn some new strategies and insights.
Scott Buscemi is the founder and lead strategist of Lumen Foundry. He built his first client website at age 15, and today works as an e-commerce consultant helping clients find ways to increase sales.
“There’s nothing more powerful than a strong brand.” —Scott Buscemi
We talked with Scott about how brands drive sales, boosting income with abandoned cart recovery, and what the future of e-commerce looks like.
What makes for a healthy WooCommerce store? What do you look for?
The greatest hurdle to creating a healthy WooCommerce store is making your first sale. After that point, you already have a “customer base” of returning customers, an email marketing “list,” and analytics “data” that you can make use of. A healthy WooCommerce store is making use of all this data to increase conversions and return rates on the site.
However, it’s important to note that even the worst designed WooCommerce stores might be the healthiest in terms of sales figures. Every single online sale has one thing in common—getting the visitor onto the website in the first place. If there is a unique product along with a well-known brand that can drive traffic to the site through social media or search results, they’re going to make sales even if the site still looks like it’s living in 1995. A more modern design would work to increase conversions, but there’s nothing more powerful than a strong brand.
What are some effective ways a WooCommerce store can increase its income?
Store owners are just a couple clicks away from installing some of the most powerful e-commerce tools on the web. For example, setting up Jilt for abandoned cart recovery can increase sales dramatically and pick up first-time customers that may become loyal purchasers.
Installing Jilt on one of my client’s sites has increased their sales 7% every single month with minimal setup and configuration.
Can you give us an example of using data to improve a WooCommerce shop?
When you’re running an e-commerce shop, all of the data is ripe for tracking and comparing. For example, if you sell accessories for a certain product, you can measure the average number of accessories that a customer of the primary product purchases. Once you have a baseline metric, any effects made by changes made to those accessory sales pages can be compared to that initial metric.
By using data to track specific business goals (increasing accessory sales per checkout, reducing abandoned carts, etc.) rather than simply using the overall revenue as a beacon of growth can help create a greater customer experience and even improve brand loyalty.
What’s in store for the future of e-commerce? Are there things on the horizon—either mundane realities or cool tech—that excite you?
In the short-term, I’m excited about a lot of technologies that the big shops have been using forever trickling down into smaller stores. As it becomes easier than ever to set up a shop, store owners can spend even more time focusing on their products’ unique selling points, their brand’s story, and modern marketing opportunities.
In the long-term, virtual reality/augmented reality shopping is something that I’ve imagined and wanted for many years. Taking the upsides of brick-and-mortar shopping and bringing them to the comfort of your own home will be a huge game-changer. You could try on clothes, see how a new TV would look on top of your TV stand, or even get a full 360-degree view of the new reusable water bottle you want to buy. The potential is limitless.