This post was first published in February 2018, but the information may be useful to businesses affected by COVID-19. Please note that some information may not be up-to-date – you can find our latest COVID-19 guides here.

Please click here for Welsh Government’s latest COVID-19 advice for employers.


Whatever industry you are working in, improving sales performance and increasing conversions will be a key target. Here are seven important steps you can take to increase your online sales now with the help of digital technology and marketing.

Make sure your website is mobile- and user-friendly

However your customers decide to purchase from you, ensure the process is as simple as possible. Consumers may choose to purchase via their mobile device, rather than on their laptop or personal computer. Ensure users can navigate and purchase simply through your website or chosen platform whatever device they are using.

Build a list of loyal email subscribers

Make the most of your email marketing by promoting it via all of your online touchpoints such as your website, blog and social media. Once you have begun building up an engaged data list, you will not only have an audience of interested consumers that you can regularly communicate with but you can also send personalised offers to drive subscribers to your website. This direct contact will help to increase opportunities to convert.

Choose your language and copy carefully

Your sales copy should create a sense of urgency with your visitors, compelling them to buy now. The language you use will play an important role in the sales process so choose positive, active language that drives the reader to purchase. Make the most of clear call-to-actions and test out limited time discounts or offers.

Offer valuable, free content

Avoid a heavy sales focus by offering high quality content. If you bombard visitors with sales language as soon as they hit your website, you’re likely to put them off. By offering ‘free’ information to your visitors, you will build your reputation as a reliable, authoritative source of knowledge. Consumers are more likely to purchase from a brand they recognise and trust, so focus on developing engaged relationships before bringing in the sales-talk.

Images are important!

It might sound simple, but images help your products to appear more ‘real’ and tangible. Consider what your visitors would like to see from your products (such as different angles or customer photos) and the best position for them on the purchase page. High quality images can help to boost the desirability of your product and help potential customers imagine owning the particular item.  

Review the appearance and copy of your website

It’s important to reflect on the appeal of your website, any visuals you use and the variety of content. Can visitors easily digest the copy? Is the key information clear? What will their eye be drawn to? It’s important to regularly update your content to ensure it is relevant and driving customers towards a particular action. If you’re looking to make changes you could try using alternative formatting or fonts and varying length of paragraphs, sub headings or bullet points.

What’s your follow-up process?

Your customers should feel valued regardless of where they are in the sales process – and that includes the end! This will ultimately help to generate future sales as you will keep your brand in the consumer’s mind and help to develop a positive relationship. Automated emails can ensure customers receive a ‘thank you’ email post-purchase and you can offer personalised discounts to generate further sales. 

How can digital technology help your business attract and retain customers?

Join Superfast Business Wales to get practical advice at an Inspiring Action Workshop available across Wales. Register now!

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