Shoppers have a lot of things to consider when it comes to making their decision to purchase. In this article, we’ll discuss some of the key ones.
If you have an ecommerce website that’s receiving traffic, but you haven’t been experiencing the volume of orders you were expecting, it’s obvious that something on the site is hindering conversions.
While every business is different and product types vary enormously, consumer expectations and online behaviors remain amazingly consistent. Because of this, marketers are able to identify the principles that most influence online sales. Here are some key considerations for improving your ecommerce site.
Online reviews have become incredibly prevalent in recent years, and are now an essential part of the buying process for the majority of consumers. In fact,as of 2012 over 70% of online shoppers will read through multiple reviews before making a purchase, and many consider them as trustworthy as a personal recommendation.
It’s clear that reviews are powerful, so if you’re not using them on your site, you should be. The more you have, the more likely you are to make a sale. They can be hosted on site or pulled through from an external platform, and you can use modifiers to order them from best to worst. If you don’t have many reviews, consider using a special offer or discount to incentivize customers to leave one, or perhaps even giving products away. It’ll be worth it in the end.
The importance of offering fast and reliable delivery cannot be overstated. In many instances, being able to receive an item the same or following day can be the difference between a sale and a consumer going elsewhere. When top packaging supplier Rajapack spoke to online marketplace Trouva about their last mile logistics, they stated that the logistics chain needs to be kept simple and speedy to prompt the user to buy.
Although there’s a great deal going on behind the scenes when it comes to logistics, and expedited shipping can be tricky for retailers, consumers increasingly expect that they’ll get their products as quickly as possible. Offering and highlighting speedy delivery on your website can make the world of difference.
Quality and Pricing
The relationship between quality and pricing is a huge factor when it comes to buying decisions. While some purchases will be more cost than quality lead, and vice versa, most consumers like to achieve the best balance they can between the two.
For this reason, applying a discount or limited offer to a quality product can be a powerful way to drive sales through your site. For example, even consumers who are price lead will often perceive a high quality product with a good discount as better value than the lowest cost option.
Arguably the biggest factor when it comes to online conversion rates is the layout and functionality of the site, and its impact on the user experience. Your site needs to be well-designed, with a range of quality product images, simple and logical navigation, and prominent CTAs on every page.
The speed of the site is huge factor too as consumer patience can often be measured in milliseconds. Many users browsing on a mobile device will leave a website altogether if it takes more than 2 seconds to load, so optimising your site is vitally important.
Similarly, if a site is labelled as not secure, users are very unlikely to feel comfortable making a purchase, or even filling out a form.
There are likely many other more specific considerations when it comes to achieving more online sales through your ecommerce site, but the fundamental principles can be distilled from the topics covered here and applied to every step of the customer journey.
Consumers want things to happen as smoothly and quickly as possible – both onsite and off, and to be reassured that they are spending their money wisely, and sharing their information safely.