By Isaura Martinez
One of the fastest growing industries is eCommerce, which means selling physical and digital products in online stores. According to eMarketer, eCommerce growth will continue through 2020, when sales top an estimated $4 trillion. This represents a great opportunity for those already into online commerce or considering to start.
This sounds exciting, but with all the hype, it’s easy to leave the backend behind. Most of the effort goes into the design, trying to make it look as attractive as possible to potential customers, so they feel more eager to buy. But if the technical aspects of the online store are not properly taken care of, customer experience will suffer. So much so, that it may turn the customer away and never come back.
What can you do to offer your visitors, and especially those who decide to buy, an exceptional customer experience? Here are some tips:
Smooth Buying Process
At this point, all your marketing efforts inside and outside your website have succeeded with that specific customer. The time to buy has come, and he or she is ready. But without an easy-to-follow buying process which makes the customer feel secure that their payment information is safe, the sale is gone. And it’s unlikely you’ll see that customer again.
That’s why it’s so important to have a reliable orders and payment processing system that works well and makes the job easier for you, your staff, and especially for your customers. Here’s where integration apps such as Commercient’s SYNC can help make it happen. You can integrate your online store information (for example, if you use Magento) with the payment system you use. That way, you’ll be able to automate processes such as generating and sending invoices, purchase/sales orders, manage inventory, and automatically inform your customer if the product he’s interested in is available or not… all that without you having to be at the office and using your desktop computer.
Your customer doesn’t need to wait (for you) to make the purchase, and you can convince and sell your products while being away from the office.
Design: Attractive And Easy To Navigate
Do you believe in love at first sight? At least in online and offline buying experiences, it’s very true. Department stores have used this to their advantage for decades, awakening visitor’s interest by showing their newest or featured products at the entrance, along with sales to drive customers to certain products or strategic placement.
An attractive design is crucial to attract customers, but an online store needs to be easy to navigate. If the design is saturated, the loading process will take too long, and this can drive visitors elsewhere with their credit cards in hand. That’s why you need to focus both on design and the technical aspects to help your customer navigate through your website with no issues.
This is important to consider when making decisions about the design and tech requirements. Among the categories to segment products in your online store include: Interests, product knowledge, genre, age, location, and more. The key is to provide your potential customers with what they are looking for, and make it easier for them to find it.
Make sure you know your customer and how to segment the content to improve his or her experience with your online store, and this will increase the motivation to buy your products.
This is a common error among online stores owners: The process doesn’t end with the purchase; actually, it is quite the opposite. From a conversion, like a subscription, sign-up for a waiting list, a purchase, and more, the relationship with that person is just starting. How are you going to keep in touch?
Here is where segmentation comes again. Since you know a little bit more about your customer – based on the type of products she buys, searches, non-completed purchases, and others – it is vital to offer her information based on her interests. This is one of Amazon’s customer retention strategies.
There are tools for email marketing and processing orders and payments, but articulating everything manually can be a complex task. And there are tools available to help out, like IoT Pulse, which allows you to sync over 800 apps using Internet of Things. This can help you with automating your processes, save time, and, most importantly, provide an impeccable customer experience.
These are some recommendations that will help you to position your online store and sell more with it. Fortunately, there are tools that help with the purchasing and customer service processes. If you want more information about how Commercient can help you get the most out of these tools for your online store, don’t hesitate to contact us.