When clicks convert to cash
Let's say you need a new widget for your gadget. You walk into Widgetmart and begin your search. After a few minutes of looking around you give up and ask an employee for help. Then you get in line to checkout. However, it seems your item is actually not in stock. The one in your basket is only a display model. And in the meantime, you're being asked to fill out a complicated new customer form.
Let's be honest, if the above happened in the real world, the company in question wouldn't stay in business long. So why is it so many e-commerce sites are okay with poor usability and haphazard experiences? Is it because consumers are used to it? Or is it simply that many companies feel that being online is enough - that if the customer really wants something, they'll figure it out?
Online Retail is the New E-Commerce
Smart companies are realizing that what works in the real world, such as intuitive store layout, well-crafted displays, perfectly placed loss leaders and convenient checkout, can work online, too.
Your customers want to find things quickly. They want to be cross-sold items they might not have considered and up-sold if the item they've picked won't meet their needs. Plus, they want to be told about amazing offers from manufacturers they know and trust either while shopping your site or via a newsletter from your company.
To tap into this profitable online world, all you have to do is give customers what they want. Chances are, you do it already at your physical locations, or if you don't have a physical store, you understand when it's done right. Take that sort of approach online and you're almost guaranteed to attract happy, repeat customers.
It's Time to Rethink the Web
Companies will spend millions researching and designing the perfect retail experience that meshes the company's brand with the customer's expectations. The same care and attention should be given to an online retail store. When a company goes into the planning and development of a site with clear goals in mind, the end result is almost always positive.
How To Create an Online Retail Experience
Some things to consider when creating the perfect online retail experience are usability, imagery, and simplicity.
- Your home page should take no more than five seconds for a new user to successfully navigate. This means usability throughout the site will need to be incredibly clear and intuitive.
- Your search feature should look through your inventory, not your About Us page. Yes, your company history is important, but consumers want to buy something from you, not learn about your founders.
- Keep your store as fresh and up-to-date as you would a physical location. Update displays (banners, features items, etc.) to reflect current holidays or national events, ensure your promoted items are selling as you expect (if they're not, move them to a sub location), and tell your shoppers about closeout deals and new products.
- Make sure your checkout processes aren't slow, confusing or overwhelming. After all, checkout is where the rubber meets the road.
These crucial elements will help ensure that you are making the most of your online investment.
