Decoding Success: 10 Proven Tactics for Increasing Sales in Medical Ecommerce

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Decoding Success: 10 Proven Tactics for Increasing Sales in Medical Ecommerce

  • 17 May 2023
  • Ashley

Imagine you're sitting on a beach in Mallorca, the gentle sound of waves in your ears, a programming book in one hand, and a notepad in the other. You're sketching the basic layout of an e-commerce website, one with the ambitious goal of selling some of the most expensive and rare wines in existence. This was me, in my early twenties, stumbling into the exhilarating world of ecommerce for the first time.

To our astonishment, after launching that website, we sold almost £30k worth of wine in the first week to users from all over the world, from Japan to the US. That immediate success sparked a fire that has never faded.

25 years later the e-commerce scene has changed, with powerful multinational monopolies setting the agenda. Competing can seem like an impossible challenge, but every obstacle presents an opportunity. The opportunity for companies in the medical e-commerce business comes in recognising and putting strategies in place that will enhance the customer journey and increase sales.

In this article, I will draw on decades of experience to outline the strategies that will enable your company to thrive even in a market dominated by ecommerce monopolies. We'll delve into strategies that can enhance conversions and transform your online store into a user-friendly hub that caters to the needs and preferences of your customers. Let's decode the formula for success in the medical ecommerce sector.

  1. Enhance Search Functionality: Make sure your customers can find what they're looking for easily. Use AI-powered search engines like Algolia to provide accurate, fast results and product recommendations.

  2. Provide Comprehensive Product Information: Remove any barriers to purchase by providing every necessary product detail. This includes specifications, use-cases, and any supporting scientific studies or journal articles.

  3. Implement the VARC Principle: The VARC principle—Visual, Auditory, Read/Write, and Kinaesthetic—should be kept in mind when disseminating information. By presenting knowledge in diverse formats, including videos, audio descriptions, text, and interactive content, you can satisfy different learning preferences.

  4. Include social proof: Consumer opinions, rankings, and testimonials have a big impact on what people decide to buy. Make sure they are accessible and prominently displayed.

  5. Improve Website Accessibility: A more accessible website can reach a wider audience, including those with disabilities. By adhering to WCAG guidelines, you can improve the usability of your website.

  6. Use AI for Personalisation: Apply AI technologies to deliver content and product recommendations that are specifically tailored to each user. The consumer experience is improved, and increased engagement and conversion rates may follow.

  7. Implement Social Logins and Mobile Payment Options: Make it dramatically faster and easier for customers to create accounts and make payments using their existing social media accounts and mobile payment apps like Apple Pay or Google Wallet. 

  8. Offer Buy Now, Pay Later Options: Services like PayPal's Pay in 3 or Klarna allow customers to spread the cost of their purchase over time. Offering these choices can encourage larger purchases and boost conversion rates.

  9. 24/7 Customer Support: Use chatbots powered by AI to offer round-the-clock customer service. This can enhance the shopping experience, handle problems more quickly, and ultimately increase conversions. ChatBots can be programmed to seamlessly pass enquiries on to a real human if necessary.

  10. Streamline the Checkout Process: Minimise the steps required to complete a purchase. This includes permitting guest checkouts, storing client data for upcoming purchases, and preventing any unexpected charges or costs (such as high shipping costs or taxes). Your conversion rate can be dramatically increased by streamlining the checkout process.

The task of increasing sales on your medical e-commerce website is complex. The approaches listed here make up our top 10, all of which have been successfully used. This list is by no means complete, though. Continuous innovation and an unwavering focus on the requirements of the customer are essential. It's important to keep current, adapt, and constantly strive to get improve if you want to succeed. Keep these essential strategies in mind as you continue on your path to higher conversions and customer satisfaction.