Founder of NJoy Payments Anatoly Makeshin recommends 5 technologies for increasing online sales

A small manufacturer's or merchant's website can be an excellent complement to their sales on marketplaces. The founder of an innovative PSP provider NJoy Payments Anatoly Makeshin recommends the techniques and services you'll need to make your website an effective and modern sales tool, differentiating it advantageously from competitors.

1) Audience Acquisition for the Website: Standard search engine optimization (SEO) for keywords related to your products is essential. However, what's even more critical is the need to distinguish yourself from other merchants. Your product descriptions shouldn't resemble standard Amazon product listings; they should possess a unique edge. For example, IT companies can assist in creating a 3D model of your product, allowing buyers to rotate it in space and inspect it from all angles before making a purchase. NJoy Payments recommends integrating a one-click payment widget for impulse buyers, as approximately half of online purchases are impulsive. It's also beneficial to have engaging content on your site, such as videos showcasing your product and highlighting its differences from competitors.

2) Conversion of Search Queries into Purchases: It's crucial that customers can find what they need on your site. AI-powered search is the ideal solution for this purpose. Traditional text-based searches may fail to yield results if a specific word is not present in the product description. In contrast, AI-based searches can identify semantically relevant terms and offer options like PC, laptop, or tablet for a search term such as "computer." AI search can also rectify grammatical errors in searches, such as in the name of a French wine, which a user might misspell without knowledge of the language. AI search is forward-looking, with ongoing developments that will enable product recommendations based on image similarity rather than identical keywords.

3) Convenient Authentication Services: Every merchant desires to understand their customers to provide personalized offers. However, most people find it irksome when each merchant requests them to fill out online forms and provide personal information. It's far more convenient when a universal authentication service is available, where the individual is already registered. By collaborating with such an institution to utilize their ID on your store's website, you enhance customer convenience. They won't waste time completing forms, and you'll still possess their information to make personalized offers. Some payment services, like Apple Pay and Visa Checkout, already offer pre-filled forms, and NJoy Payments is actively working on similar solutions.

4) Reliable Internet Acquiring: Unlike traditional shopping, online purchases are accessible 24/7. Therefore, having a dependable payment provider that functions smoothly and without glitches is crucial. If an online payment fails, the buyer will be disappointed and may turn to another merchant. Some customers prefer to pay with a debit or credit card, while others favor bank transfers. Some may find electronic wallets like PayPal more convenient, while others may opt for transfers through the European SEPA system. For example, NJoy Payments is going to offer ready-made BNPL solutions from several providers, allowing customers to pay for goods in installments. The broader the range of available payment options, the more you can increase online sales.

5) Timely Delivery: Following the surge in online order deliveries during the pandemic, customers have become increasingly demanding regarding delivery times. In the food and grocery sector, some services even offer ultrafast (within 15 minutes) delivery. If your products are not related to food, customers may still expect prompt delivery. To boost online sales, it's crucial to have a logistics partner that ensures timely delivery. This could be a national postal service, owner of parcel lockers, or a courier delivery company in regions where your online customers reside. As with internet acquiring, offering a variety of delivery options gives customers more choices.

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