Get ready to have all of your burning ecommerce questions answered!
Aside from the basics of having a brilliant product or service to sell, there are many other aspects for you to consider before setting off on your ecommerce journey. Arguably, (and we would agree) the most important element when it comes to launching an online business, is the website itself. So, we thought we’d put together a handy guide to show you everything you need to know (well, almost everything) to get on your way to ecommerce success!
Streamlined Checkout Process
Picture this, you’ve done all the hard work of getting your customer to add a product to their basket and land on the checkout page (hurrah!) then BAM, they abandon their cart. It sucks! But you are not alone; The average cart abandonment rate across all industries currently stands at 69.57%. There are many reasons why people abandon carts, from confusing checkout pages to slow site-speed and even hidden costs (such as delivery) suddenly appearing at the checkout page.
Ensure you have the following to reduce abandoned carts:
- Minimal Checkout Page (reduce distractions)
- Variety of Payment Methods (cater to everyone’s preferences)
- Fast Site Speed (do we need to explain this one?)
- Simple Checkout Method (avoid those abandoned carts!)
- Buy Now Button (for customers who want a quick purchase)
Memorable Customer Experience
When you visit a website, what do you remember most? Is it the beautiful photography, simple checkout process and seamless navigation or is it the feeling of the holistic shopping experience? We’ve got an inkling it’s the latter!
Going above and beyond for your customers will always be a foolproof way to gain customer trust. Whether you add a complimentary gift for spending over a certain limit or include a handwritten thank you note in your orders, we’re sure you’ve got your own ways to really “WOW” your audience. When it comes to your ecommerce website itself, have you put in the same level of thought? We’ve got some top tips to ensure your site visitors remember you;
They say don’t judge a book by its cover… but we say scrap that! Around 38% of people will leave a website if it isn’t pleasing to the eye… ouch! When it comes to an ecommerce website, first impressions count. That’s why your site should be sleek, beautiful and eye-catching for all the right reasons. Not only that, it should also be highly functional. 76% of people say that the most important factor for any website is the level of ease to find what they want, making it clear that an ecommerce site needs to be both beautiful and functional to succeed!
If you haven’t already got your brand personality down to a tee, ask yourself a few questions; What makes you special? How do you want people to think about you? What do you sound like? When you’ve got your brand straightened out, you can set to work incorporating it within your website. Your brand values should filter through into every element of your site; if you value honesty, this should come across in your tone of voice! If humour is a key factor, then use this to your advantage. The more human your website feels, the more memorable it will be!
Building your customers’ trust is crucial in terms of growing your audience and converting them into brand advocates. So, we suggest incorporating multiple ‘trust signals’ within your site. This can be as simple as including verified reviews from third-party platforms, highlighting secure checkout icons, showcasing customer generated content or even video reviews! These elements inspire trust the mind of the customer, and help you to make sales!
Search Engine Optimisation
Does the thought of SEO send shivers down your spine? It really shouldn’t! SEO simply refers to the incorporation of words and elements within your site that allow search engines to find your website so it can be shown to users. Without SEO, you may have the most beautiful, high-functioning website with a spot-on brand personality but guess what? No-one will know you exist!
A solid SEO strategy must start with in-depth keyword research. The aim is to compile a list of keywords that your target audience would use to find you. Once you have your keywords, it’s time to incorporate them within your product pages, landing pages, blog posts, sitemap and ta-da! You’ve got a site that’s optimised for search engines, would you look at that!
You may have heard that SEO and content go hand in hand? Well, you would be correct! Not only does content marketing contribute to your SEO, it also amplifies brand loyalty. Great content in the form of blog posts, tutorials and articles builds trust with customers. Not only that, customers who peruse your high quality content tend to remain on your site for longer and therefore, are more likely to make a purchase.
Content also contributes to memorability; if you’ve helped a customer come to a conclusion about a particular product or service, although they might not make a purchase there and then, you’re much more likely to stick in their mind for a future purchase! One of the most memorable things to do is to tell stories, so chat about how your business came to fruition or how your product has impacted lives. Some great examples of storytelling done well are; AirBnb and Spotify.
So, there you have it! A quick summary of the various elements you’ll need to think about when starting your online business. Ecommerce can be a minefield at times and often we don’t know where to tread to achieve our goals, but we hope this helps you step in the right direction!
If you need a helping hand along the way, don’t hesitate to get in touch to chat to our friendly team. Or don’t, we won’t take it personally, promise!