Today’s online shoppers have more places and ways to shop than ever before along with increasing shorter attention spans. So, if you have an eCommerce site and you want your customers buying from it, then you must catch their attention and make their shopping experience as pleasant, easy, and simple as possible.
If you have created your eCommerce site, your next step should be improving your online shoppers experience on your site. So, how do you improve your customer’s experience?
Fast Website Performance and Adapt to Mobile Shoppers
Site performance is page load time and it is the most important parameter when it comes to website performance. According to research by Rackspace, for every second a page takes to load, customer satisfaction drops by around 7%. Most online shoppers expect an eCommerce site to load in less than three seconds. Nearly a third of dissatisfied shoppers cite slow loading pages as the reason for their dissatisfaction.
Also, make it mobile friendly, as per research by Pew Research Center, two-thirds of mobile phone users in the United States use their phone as their primary method to access the Internet. So, for a better shopper experience, pay extra attention to your site’s mobile functionality.
Enhance Website Navigation
No one has the time to surf through your site for a long time hoping to find what they are looking for. If the process is not seamless they will leave your site and move on.
Site navigation will help online shoppers find the product(s) they want quickly and easily. Online shoppers who browse your site need a variety of sorting options, such as brand, color, price and size. Include product features in the sorting options so that filtering of products becomes easier for your online shoppers. You should also maximize their usage of search to quickly find the right products. So, a good site navigation with these functionalities would make the shopping experience smooth to increase sales.
You can also use Nextopia’s Website Navigation Tool which will easily allow you to add dynamic navigation to your site.
Complete and accurate product information can work wonders for your eCommerce site. Carefully written, descriptive product information is extremely important for a better customer experience. Complete and accurate product information is important because according to an Oracle report, 37% of customers stated that more detailed product information is the #1 improvement they want from online shopping sites.
Most of the eCommerce sites lack robust product data, and many have little or no data at all. Instead of product data, these sites are populated with unstructured content which limits the ability to find and/or compare products by specification.
An Earley report mentioned that online revenue increased between 5% and 15% when online retailers added detailed product attributes to the products. It also increased SEO traffic and customer satisfaction with website usability by 20%.
Product data is king when it comes to enabling a world-class customer experience. A robust product catalog can keep customers coming back to your site, because they know they can count on you to provide them all the information they need to make a purchase decision. For these reasons, good product information as an essential first step for online retailers.
Did you know that people remember 80% of what they see and just 20% of what they read? When it comes to running an eCommerce store, images are not optional. Make sure images are high quality to show all the important details and different angles of the product. An image is the first impression an online shopper has of the product, and therefore it is an important factor.
Online shoppers want to ensure the product matches their expectations, whether they are looking for a specific color, size, style, etc. will make or break their opinion of the product. According to a report by Pixc, 75% of consumers rate the quality of product images as ‘critical’ or ‘very important’ to their purchasing decision.
Include customer reviews
When customer reviews are used strategically, they can become powerful pieces of social proof that persuade online shoppers to buy from your site. According to a PeopleClaim survey, 70% of online shoppers consult reviews or ratings before making a final purchase, while 63% of shoppers are more likely to purchase from a site if it has product ratings and reviews. Each review posted online by shoppers is a form of advertising for your business. A strong history of pleased shoppers builds trust with both search engines and prospects.
A positive customer experience generates more sales and leads to good word of mouth, while a negative experience not only reduces the potential for future sales but can also deter new customers from visiting your store. Even though technology has made building an eCommerce website easier than ever, ignoring the shopping experience of customers can stunt the growth of the most promising store.
This guest post was written by Beeri Amiel, who leads Business Development for Sigmento. Sigmento provides retailers with accurate, optimized product information such as unique product titles, product specifications, and categories for millions of products on-demand.