You have seen how search and navigation play an important role in an e-commerce site and how the product page can make or break the sales. There are other factors that need to be considered too. Everything revolves around making life easier to your visitors in order to turn them into customers.
Let’s take a look at the other factors:
Information Collection – A common tendency of e-commerce sites is to ask for too much information from their customers. In spite of liking the product, customers tend to get put off if they are asked to provide too much information when all they want is to buy a product. Many store owners ask customers to fill out long registration forms to be used as marketing tools. Beyond the basics of what the customers are paying for the product, the rest cannot be forced upon them.
Research on page analytics shows that a majority of potential customers’ drop-off at pages where irrelevant personal information is requested. The rate of drop offs increases by a huge margin if they are asked any other details apart from that related to their shopping experience. Do you really need their telephone numbers? Customers are now vary of identity theft and don’t like being imposed on.
While it is important to collect some information to be able to offer a better shopping experience, it is better to refrain from asking any personal details. It is also better to collect the information at the checkout stage and not when adding items to the shopping cart.
Payment and Shipping Options – Your shopping cart should be configured to accept different payment and shipping methods, keeping in mind the variety of customers that would frequent your store. The payment and shipping information has to be on the most visible portion of your site. You cannot expect customers to look into the FAQ to find these details.
A “wish list” will give you a chance to increase sales. Many customers may not be able to buy a product the first time they see it, so a wish list helps them save the items they desire to buy at a later point of time. It prompts people to come back to the same store once they have the money or need to buy the products.
Contact Forms and Reviews – Customer response plays an important role in an e-commerce site. Your contact form should contain all possible ways of communication; such as an email id, messages as well as a telephone number. But just having these in the contact form is not sufficient; you will have to make sure you respond to your customers and make it easy for them to speak to you or your representative. Many store owners fail to respond to customer’s emails and this can have a negative impact on sales, as nobody wants to buy at a store where nobody cares for them.
How about responding to reviews or remarks left by your customers? You would do well to use reputation tracking tools. Customer reviews are nothing but conversations with your customers. Most customers tend to look at previous reviews before buying a product and your responses to any negative or positive feedback help them a great deal with identifying the person behind the website, giving it a better “physical presence” online.
With the advancement of web technologies in the past few years, there is a lot you can do with your e-commerce site. You can have the best product pages, easy to use search and navigation features, uncomplicated shopping carts and easy checkouts. Look at your e-commerce site with your customers’ eyes and you will know what needs to be done to make it easier for them to find their way and make it through to checkout.
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