If you are looking for ways to improve your site and boost your business even further in 2019, here are five key areas that our ecommerce team has been talking about lately.
HIGH QUALITY IMAGES
Smart phones and social media have set high expectations regarding photo images. Consumers assume that a quality ecommerce site will have quality images, and if it doesn’t, they will move on. But let’s be clear, it’s not just about pretty pictures. It’s about a clear and accurate representation of your product and presenting the customer with enough information to make a purchasing decision. When you read consumer testing, it is clear that strong product images enhance branding and conversion rates. They are well worth the investment.
CREATING EMAIL LISTS
Thinking that email is outdated? Think again! While some businesses are moving toward tools like Facebook Messenger, email is still an advantage because it’s direct, targeted and relatively inexpensive. If you haven’t been collecting email, now is the time to start. Keep it simple at first: offer discounts or promotions in exchange for emails or provide opt-ins at checkout. A strong email list can also support your other marketing strategies like promoting content and social media (see below).
CONTENT FOR ENGAGEMENT AND SEO
Consider expanding your reach and reputation by developing content for blogs, newsletters and social media posts. Developing a blog and a social media presence is not only positive for branding and remaining top-of-mind with existing customers, it can also grow your customer base. With the evolution of Google searching and the use of voice recognition and natural language, long-tail keywords are more important than ever. Long-tail keywords are now the vast majority of the searches. They provide better targeting and result in much better click-through rates. Blogs and social media are great vehicles for incorporating these long-tail keywords and directing qualified customers right to you.
STREAMLINED CHECKOUT UX
Of course you always want users to have the best experience possible on your site, but checkout is where the rubber really hits the road on UX. A bad checkout experience can lead to abandoned carts and abandoned profits. Even if a consumer is ready to purchase, complications such as too many form fields and unclear total cost information can easily prevent them from completing their purchase. Just by making a few targeted UX improvements in checkout, you could see higher conversions and more repeat customers.
Even with the prevalence of online shopping, a surprising number of customers still need assistance to complete online purchases. And human nature tells us that customers won’t wait around for days, or even hours, to get their questions answered. This explains why live chat and chatbots are gaining greater value in online customer service. While it’s understandable that customers might prefer the efficiency of live chat, chatbots can also be very effective at answering simple or repetitive questions. If you aren’t ready to incorporate chat at this point, you can still improve your service just by listening to your customer. Incorporating feedback and attempting to repair customer relationships can go a long way toward retaining those customers and those profits in the future.