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The Craft

The ultimate resource for alcohol beverage news, trends and reports for bars, distributors and suppliers.


Just like planning any successful party, you’re more likely to get a large turnout by tempting guests with creative cocktails and tasty treats. You can compare that effort with luring customers to your digital Storefront. 

The average conversion rate for an eCommerce Storefront typically hovers around 2-3%. But you’re not looking to be average, right? It goes without saying that how you present yourself on the digital shelf is important. That’s why today we’re covering a few, simple but effective tips to help you boost your eCommerce conversion rate. 

optimize eCommerce conversion rate with quality imagery

Quality Imagery Increases eCommerce Conversion Rates

Upon entering your Storefront, the first thing beverage buyers will see is imagery. So, make it bold. Make it bright! You want your inventory to be as visually appealing as it is persuasive. Because face it, you wouldn’t want to buy from a website that has poor quality, or missing imagery, either. 

Good imagery can and will bring your inventory to life. It’s an easy way to improve the user experience and guide their line of sight to what’s most important—your product. When selecting visuals for your Storefront, start with hi-res imagery. Make sure your bottle or can shots are crystal clear and not pixelated or blurry. In fact, higher-quality images convert better than lower-quality images. A study from 2007 found that shoppers are three times more likely to convert on websites that include high-quality imagery compared to those with lower-quality images. And more recently, a study found that higher-quality images helped establish trust among online shoppers.

Bottom line, good imagery can make your brand more credible and can aid in increasing eCommerce conversion rates. It helps to convey a sense of professionalism, and can earn your customer’s trust. Beyond that, good imagery can help you stand apart from your competition. So keep it clear, keep it consistent, and have fun with it!

Detailed Copy to Hook Your Audience

Excellent copy and compelling visuals go hand-in-hand. But by only focusing on imagery, you are isolating those shoppers who are more word-y than they are visual. This audience wants to read about your product—how it was made, where it was made, how it can be used, etc. They’re more interested in the facts than they are with the fluff. So give ‘em just that! Make sure you have eye-catching titles, detailed product descriptions, tasting notes, and food pairings. Try to answer as many questions as you possibly can. Has your product won any awards? Are there any fun facts about your product that you think shoppers would want to know? That’s the kind of meat you want to include in your copy. 

And while you’re at it, take a look at your competition. What are they doing that you aren’t? It’s that kind of research that can give you a competitive advantage.

Point blank, your brand is more than just pretty visuals. And your shoppers are not only smart, but they are savvy! They aren’t going to part with their money without doing a bit of research first. Give them the information they need in order to make an informed decision and watch your eCommerce conversion rates rise! 

Increase eCommerce conversion rate with discounts

Boost Conversion by Switchin' it Up

There’s a million different ways you can use your Storefront to drive sales. For instance, why not host a flash sale? It’s an easy way to feature low in stock inventory you’re trying to get rid of. And nothing is going to grab your buyer’s attention quite like a good deal will.

Speaking of deals, if you’ve got ‘em, flaunt ‘em. Include a section of your best deals to help drive buyers towards making a purchase. In fact, Hawk Incentives found that 97% of consumers (eCommerce and otherwise) say they look for deals as they shop—with 92% saying they are always on the lookout for promotional offers. Needless to say, an enticing deal can positively impact your bottom line. 

If you currently aren’t offering any deals, that’s OK! You can get creative in other ways. Showcase seasonal or holiday-specific items. Or, create “bundles” by pairing like-items together. Highlight top-sellers, trending products and new releases. Point blank, get creative and switch it up! 


Use Marketing to your Advantage

When it comes to marketing your storefront, the sky's the limit. (If you want to hire a skywriter, that's totally your business). But seriously, share it EVERYWHERE! Do you have a blog or social media? Add it there! Include the URL in your email signature, on one-pagers, pamphlets and marketing materials. Promote your Storefront at trade shows or at events (when it’s safe, of course). Market it in an email blast or put it on your business card. Heck, link it from your website! 

We could spend all day listing out the different ways you can market your Storefront. Truthfully, it’s a matter of getting creative and knowing where your customers are at so you can successfully meet them there. Do you find that a large majority of your customer base is on social media? Then it would be in your best interest to market your Storefront there!

Track analytics and boost your eCommerce conversion rate

Track Analytics 

Understanding your customer’s purchase behavior can greatly impact and improve how you market your product. Start by trying to draw out meaningful patterns. For example, are there specific beers your customer’s tend to gravitate towards more than others? Maybe place that beer at the top of your Storefront. Have you noticed a sudden decrease in traffic? Perhaps you need to rethink your marketing efforts. Better yet, you can correlate your sales data with products featured in your storefront as a metric for success. 

Diving into this kind of data can help you understand your customers inside and out, as well as identify what products in your inventory are strong or weak. Ultimately, you could gather an infinite amount of data from your Storefront. But it’s what you do with that information that matters.

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