For someone just starting out, online retail can provide a strong environment for building a business. But it’s not all plain sailing, in the traditional journey of a purchase, a business loses potential customers as they move closer to the purchasing stage. While this is natural and expected, improving the customer experience can reduce this loss by removing unnecessary barriers to shopping online. We’ve put together these 10 must read tips for success to help you in your ecommerce venture.
1. Understand your customer data to improve the customer experience and sales
It might sound like we’re teaching you to suck eggs but it’s surprising how many businesses don’t know who their target audience is and what makes them tick. Start with the data you already have on your customers, look at their buying patterns and average spend for example. This can help you to start building a pretty good picture, just make sure your data is accurate – getting it right at the source can help.
Have a read of our Four Tips for Big Data for SME’s.
2. Give your customers confidence in your ecommerce site
With online shopping fast becoming a part of our everyday lives, many people still worry that their details online aren’t 100% safe. But with online security technology advancing every day there is an argument that online shopping is safer than over the phone or even face to face as you never hand your card to another person. The best way to help instil confidence is to use https, prominently display clear policies, trust certificates, security badges and most importantly company contact details. You can’t go wrong by demonstrating to your customer that they can trust their personal details with you.
Play.com have a dedicated area of their website entitled ‘shop with confidence’ outlining all their pay with security policies.
3. Robust search and navigation can lead to more sales
A quick Google search on ‘how to increase online sales’ returns thousands of tips from experts such as Kissmetrics, Shopify and eConsultancy. All the tips have one thing in common – the importance of a good product description and search navigation.
When it comes to descriptions – imagine your ideal buyer, what words will they use? What questions will he or she ask you? Try to avoid using descriptions that are internal to your business.
Navigation and search? Remember not everyone starts on a home page, a link from a search engine could drop your customer deep into your websites, but good navigation and search with distinct product categories and product descriptions will help your customers find what they are looking for.
Next’s navigation is available throughout the website and chunked up into easy to understand areas all using language that the user would understand, no internal business terms or descriptions used here.
Read the rest of our ecommerce tips by downloading our free beginner’s guide.
Tips included in the free guide:
4. How to make your products stand out from the crowd
5. How to take advantage of the number one trend for 2014
6. Learn what products will inspire your customers
7. Learn how to help drive traffic and sales
8. How to remove the barriers to purchase at account creation
9. How simple technology helps reduce failed deliveries
10. Learn the top communication trick to keeping customers happy