4 Simple, Proven Ways To Improve Your Customers’ Ecommerce Experience
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These days, customers can access your business from anywhere in the world. While smart devices and e-commerce have leveled the playing field like never before, the vast majority of people who visit your site won’t make a purchase.
In fact, Growcode’s research shows ecommerce conversion rates ranging from 3.79% in the craft niche at only 0.99% for baby and children’s products. While you will never convert all customers, implementing proven tactics that enhance the e-commerce experience will go a long way in helping you stay ahead of industry benchmarks.
1. Start with your online layout
Ecommerce founders should think of their website as a digital version of a traditional brick and mortar store. There is a big difference between walking into a store where everything is clearly laid out and logically organized, as opposed to a store where you can’t find what you’re looking for.
The same goes for your website. Intuitive navigation should make it easy for visitors to find your products. A fixed top menu bar with a limited number of navigation options is a good place to start. If your website sells multiple product categories, those should usually be part of a drop-down menu. A robust search system with multiple categories and filters can also make it easier to find products.
A quality web design will ultimately guide customers to where you want them to go. Pair an intuitive layout with lots of white space and you have a very user-friendly site.
Related: Building an Ecommerce Website: 8 Technical Aspects You Need To Know
2. Improve your wrapping game
No e-commerce customer wants to receive a damaged shipment. For this reason, e-commerce retailers would be wise to invest in custom packaging features to protect items during transit. Cardboard, paste, foam or plastic inserts hold items in place and provide protection against bumps and jolts.
Personalized packaging can even make opening the box a brand experience. From the box itself to cards with special discount codes, you can build excitement from the moment an order shows up at a customer’s doorstep. The popularity of unboxing videos can even create new growth opportunities on social media.
Packaging can have a direct impact on the sales of your business. In a case study from Packlane, Father Time Bread saw its turnover increase by 20% and its subscriber base by 25% after the introduction of a custom-designed box with inserts that protected the bread during transport. Reducing shipping complaints improved the customer experience and ultimately increased sales.
3. Create an in-person experience with product pages
The product page is where customers will make their initial purchasing decision. Since they can’t physically see or touch the product, it’s important that you create as solid and tangible an experience as possible through the product page.
High quality images are an obvious must. In addition to presenting the item from different angles, it can also be helpful to include at least one image showing it in use. Good lighting will make the product more visually appealing. Likewise, some websites even include 360-degree videos or visualizations to provide a more robust learning experience.
Your product description can also be very helpful in highlighting the brand’s personality while highlighting the benefits and features. Keep it short and sweet, focusing only on the details you need. Also give customers the option to leave reviews on individual products – according to Qualtrics, 93% of customers will read reviews before purchasing.
4. Simplify payment
While the product page can convince someone to buy, your checkout process should be easy to use in order to close the sale. According to the Baymard Institute, the average cart abandonment rate is 69.80%with the main issues being expensive additional costs, a site wanting users to create an account or process that is too long or complicated.
The fewer clicks customers need to complete their purchase, the better. While there is nothing inherently wrong with giving customers the option to create an account, paying as a guest should always be an option. Limit the forms to the information absolutely necessary to complete the order, such as a shipping address and payment information. Plan for additional payment options besides credit cards (like digital wallets) to better meet the needs of today’s customers.
Trying to bombard your customer with more ads and product suggestions when they try to checkout will only slow them down and make them more likely to click. Be transparent about shipping options and fees early in the process so they don’t abandon their cart at the last minute.
Related: 4 best tips to optimize your online payment
At the surface level, the aforementioned tricks seem surprisingly easy. Yet e-commerce brands fail to implement many of these practices. Whether a shopper has trouble navigating your website or can’t reach customer service, such setbacks create very real barriers that prevent you from developing your customer base.
By taking a little more time to polish the ecommerce experience, you can have confidence in your ability to delight your customers and get them to buy from you again in the future.