Your store not only has to look great and function very well, but the shopping and buying process has to be as friction-free as possible. Here are 7 tips that will help you build a webstore that’s optimised to deliver an excellent customer experience, one that will have minimal cart abandonment and one that will create higher conversion rates and more sales:
Search has become the universal form of site navigation. Customers don’t want to navigate through level upon level of menus to find what they’re after. And they don’t want to go from one page to another, reading the descriptions of every product in your store before locating the item they actually want to buy. Incorporating sophisticated and easy to use search functionality helps customers to find what they are looking for, makes their shopping experience more satisfying and less frustrating. Adding category and sub-category refinement helps narrow the search and makes the process even quicker, allowing buyers to find what they are looking for first time every time. Needless to say, if your customers find it easier to find what they’re after, they’re more likely to buy and more likely to return.
More tips on ecommerce search best practices can be found here. There’s an interesting article here making great call to action buttons for ecommerce that explains how breadcrumbs aid site usability.
Suggesting related items or items frequently purchased together prior to taking payment not only helps save your customer’s time but also helps increase revenue and customer retention.
Learn about Amazon’s infamous recommendation engine here.
Honesty is the policy. No one likes to feel they’ve agreed to buy a product at a given price only to find there are hidden extras like credit card fees or shipping charges at checkout or payment. Display or notify customers of surcharges, taxes, shipping charges and discounts early in the buying process so that they know exactly how much they’ll be paying. If you present your customers with unexplained costs right at the end of the process, they will be far more likely to abandon their purchase and possibly, having lost their trust in your site, they may never return.
Here’s some great research on the reasons behind cart abandonment.
As an e-commerce site, you don’t need to know a customer’s full address, phone number and detailed profile information. A simple email address and password are all that’s required. Don’t impose lengthy registration forms over several pages as they’re likely to be abandoned part-way through and the chances are high you’ll lose their order. Allow the customer to proceed as a “guest” and save your requests for further information or registration until after the transaction has been completed and sell this step to them as a means of making their next purchase on your site easier. This is another means of improving customer retention, repeat business and reducing cart abandonment. To minimise cart abandonment and maximise good customer experience it’s critical to ensure that you optimise your webstore to deliver a flawless and pleasant shopping and buying experience each and every time. Hopefully these tips will help you to avoid costly mistakes.
And don’t forget, ChannelGrabber’s multi-channel ecommerce software helps you to automate the management of listings, stock, orders, billing, shipping and messaging so frees up your time to focus on ensuring that your webstore delivers a faultless customer experience.