Looks better, sells better.
Whatever you are selling, the same rule applies… If it looks better, it will sell better. We buy with our eyes first and foremost. Leveraging design and slick interactions to simplify your online conversions makes for a better buying proposition for your customer. People want to feel confident when buying online, a solid representation of your brand as a store ticks the safety box. Going to the lengths to do it well, is unique to you, and adding all the sales strategy bells and whistles will help you see a dramatic shift in how and when you sell.
Minimising clicks to cart.
Minimal clicks to purchase; It sounds simple enough, but there’s more to it than meets the eye. This is all about making it easy for your customer. There’s no golden rule; however, less is always more when it comes to buying anything online. Your goal should always be to simplify the process. See it, add it to the cart, process the order, finished. All with the least amount of clicks, fuss, or confusion. Mapped out this is a very direct path through the buying process. By making this process a breeze you’ll see a better return on your eCommerce investment. And really, when you think about it, this is no different to buying something in a brick and mortar store – see it, like it, buy it.
Some things to consider; make your inventory setup intuitive; lots of options for the same thing? This should just be a drop-down on the product page. Customisation available? Perhaps this should be done as part of the check-out process? Product options not always available? Have a way for the customer to filter what they can buy right now. Think of where and when you can make it easier or more suitable for the products you offer because if it’s too difficult or someone else has made it easier, you’ve likely lost your opportunity to sell.
There’s a whole bunch of great automation plugins and built-in capabilities you can utilise to improve your customer experience and drive more sales.
Give your customer an incentive to keep purchasing. This also gives you a good reason to have your customer subscribe to deals and new product announcements – by giving them a vested interest to stick with you and receive something in return, the marketing barrier is removed. You’ll see more and more repeat purchases closing the sales loop. Loyalty discount and points systems can all be easily automated, tracked, and analysed. Doing so will help your store to continually improve and learn more about what your target audience likes, doesn’t like.
Back in Stock
It wasn’t available when they wanted it; they might still want it. An automated notification can be sent out to your potential customer the moment that stock is available. You just need to consider that they might have already purchased that item elsewhere; show them something else in the email just in case. Likewise with items in customers ‘wish list’.
Hey, it happens. We’ve all been there with things like jeans. Making that process easy and free removes barriers to the initial purchase. If the customer knows the risk of purchase is diminished by pain-free item returns; they’ll likely make the purchase and not worry about it unless it becomes an issue. By setting up user accounts and the time of purchase, they should be able to locate that item in their history, flag that they want to return it, and automate the forms, postage, and notifications required to simply send back that item.
This is utilising ‘Chatbots’. Your customer may have a question about a product, or shipping, or payment; it’s straightforward to automate the reply to these questions, and it can be done in a way that doesn’t feel like interacting with a robot. More often than not, these are replies to frequently asked questions – receiving an immediate response 24/7 gives your customer confidence. In some cases, not receiving an instant response can be a barrier to purchase; for something so easy to implement – don’t risk missing out on a sale. If the question is more elaborate than an automated response can deal with, the system can flag to you that it’s time for a customer service representative to step in and handle the response.
Automatically ask, receive, and present product testimonials as part of giving new customers security when purchasing your items. Buying online can feel risky for some; knowing that others had a good experience with your eCommerce goes a long way to making a purchase.
Automate when and where your items are ‘on sale’ – the system can be set up to segment and market your sale items. Set the parameters, rules, and duration. You can automatically notify customers who have looked at the items to let them know it’s now on sale.
It’s the beginning of the automated email journey. They’re generally quite straightforward. Sent from the system and generally only serves the purpose of notification. However, this is also a good opportunity to tell your customer more, to give your customer more. For example, you could include; here’s some more information about the product, here’s something we would like you to know about our brand, here’s a video of the product being made, here’s some other items which might go well with what you’ve just purchased. Looking at the email receipt as something different from a standardised boring mandatory item – what else could you include to make the customer feel personalised? Sell more? Or, buy more into your brand? This simple automated item can be seen as a way of adding value to your brand – not just noise for noise sake. Value this and all your email interactions, it’s not all about you. Think about what you are giving them in return. Not every brand gets to be in their inbox, if you are; use the opportunity wisely and be strategic in what you are communicating. It’s not all sell, sell, sell.
This is more relevant to fashion online, and is typically a chart of sizes. But the information presented can be personalised and applied to other product categories. This is all about filling the gap left by not seeing, feeling, or trying the item in-store; customers often want some indication of size, or spec beyond the basic, small, medium, large, etc. Smart wizard automation can assist the customer by asking simple questions to determine a recommendation. For example, a wizard might say; based on the measurements you’ve provided, we think you are a large. However, other customers approximately your size have purchased this item in medium. AR (augmented reality) also falls under this ‘smart spec’ functionality. It’s a high-end digital ‘try-before-you-buy’ system. Brands like Apple do this to see what the new iMac would look like on your desk for size. Or, a furniture store could add multiple items in a room with the flexibility of placement or changing options within the augmented scene to see what it’s going to be like before they buy. These aren’t difficult to implement, but they go a long way towards bridging the gap between digital and the real item not being witnessed personally in-store.
Think of all the time and effort which goes into designing an actual brick and mortar store to make it look and feel like the brand. The experience, the design, the communication, the style, the packaging, the layout… all of these things create the shopping experience. Quite often, we see online stores which have overlooked these basic principles. They’re big churn and burn templates that whitewash all the individual characteristics of the brand they’re selling. They’re often approached from an information overload rather than a curated mindset. It’s all lumped in together. There’s not necessarily a good customer journey or hierarchy to how the products are displayed.
When we say ‘eCommerce on-brand’ – we aren’t just talking about colours and fonts. The positioning and feel of the brand are what should drive the online interaction. Do it your way. It all should be uniquely presented in a way that resonates with the brands individually. This is everything. How the products are photographed, the way information is presented, the further detail provided, how easy it is to digitally experience the product in a way that suits the product; the more this can be done to align with the brand, the better.
This also loops back in with not using a standardised template. Design and build your website to work best with your brand. We design and develop eCommerce platforms to match perfectly with brands and their unique story.
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