How to Really Convert the High‑End Online Shopper
By Mike O'Brien | May 4, 2015
With almost every commodity available at your fingertips, ecommerce has become a dominant source for shoppers and companies to promote their products. Online shopping has lowered the once high end, luxury design items that seemed to be rare, out of a shopper’s budget and required a flight to whichever country the item was exclusively manufactured in order to be purchased. Now, with businesses popping up with online sites to serve the shopaholics, the trick after welcoming a guest is to then convert them into a buyer. The following are ways to get you started:
Avoid Bouncing Users
Immediately when a user enters your site, it doesn’t take long before they decide whether they want to tap in or out, 10 seconds in fact. This is because users have former experience of being drenched with poorly constructed sites that can be a waste of their time and energy. With so many online shopping outlets available, the seconds tick away as a visitor’s trust and hope depreciates. It is really only after a minute that the promise of a user staying on longer increases. There are many tools that help to lock-in new users, such as Toonimo, a user guidance platform that walks users through the site in a personalized, visual and interactive way, grabbing their attention and encouraging them to convert into potential clients. By determining your bounce rate,with site analytic tools, in combination with a user engagement platform, you can increase the users engagement and customer conversion.
Content, Less is More
When writing about the company and product information, keep the content style tailored for the eyes of scanner, not a novelist reader. For example, if a user enters a page which is full of body paragraphs, a viewer is not going to want to decompress a bunch of information. Therefore present information in a minimalist fashion.
- Write in small paragraphs. If they are going to be lengthy, break it up into sections.
- Use images to your advantage.
- Keep the language in layman’s terms.
First impressions count! Anything that you want to be obvious, must be on the front page with a call to action tagline directing towards the subpages. This should be followed by further information about your product, company belief, and what makes you different from the rest.
Showcase your products and give them a central stage by using a minimalist approach. The last thing a site visitor wants to see at first glance is clutter.
Most important is an optimal viewing experience, make sure that both the front and sub-pages load quickly without glitching and associated formatting issues for computers. As previously discussed, with a users quick attention span, it is vital that your page loads. It’s a definite turn off to have broken navigation elements. This eliminates the chance of the customer discovering more about what that link has to offer and can register in a customer’s mind as lack of effort, in turn making them question the quality of your inventory. Try to incorporate a responsive design into your website.
Better Customer Care
Once a sleek web design is made with easy navigation elements and an intuitive presentation, the next step is to ensure great customer service. A common pain point is calling customer care. Let’s say a customer has found an item that they like and are ready to purchase, but they have further questions about the item. They may look up commonly asked questions in the sites FAQ section; however this may not be able to provide them with the information they need. The buyer does not want to resort to take the time to call the customer support, which is commonly fraught with guests in the lineup ahead of you. Instead of making a potential buyer wait, use alternatives such as real time customer care chat that is incorporated into your websites’ structure.
While it can be difficult to reel in potential buyers to your online store with so much competition around. By making your site truly unique and pleasing the user’s experience, you can be your own trendsetter and set yourself apart from others to build a brand that customers enjoy and trust; resulting in higher conversion rates.
This article was written by Yoav Vilner from Business2Community and was legally licensed through the NewsCred publisher network.
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