Turn Your Site Visitors Into Loyal Customers
According to Nielsen Online, you only have 56 seconds to present the “wow factor" to your site visitors. Unlike a brick-and-mortar store, consumers packing up and moving to a competitor's website isn’t time consuming, exhausting or difficult — it’s just a click away.
What are website musts? It’s not breaking news that simple navigation is preferred. Proportioned images to illustrate products and content are necessary, and having a credible site is a major factor for those purchasing and entering credit card information. In addition to the key elements of action-oriented web design, what features should you provide to enhance your website?
1. Product Reviews
Displaying reviews and allowing customers to rate products can seem a bit unsettling, but if you’ve set the right expectation for the quality of your products and services, and delivered on those expectations, allowing people to make reviews is only to your benefit.
Whether it’s a star rating or actually typing a description about the satisfaction of the item, it conveys that you're confident about the goods you sell and respect the thoughts and opinions of your customers, which is sure to create a loyal consumer base. Consumer-contributed product recommendations and reviews can help increase visitors’ site time by as much as 133 percent, according to a U.K. Consumer Survey. The more time visitors spend on your site, the more likely they’ll complete their orders.
2. Shipping Clarity
Clearly display your shipping costs before it comes time for a visitor to purchase. The PayPal Checkout Abandonment study revealed that consumers are nearly 40 percent more likely to proceed to checkout if shipping costs are displayed prior to making a transaction. There’s nothing worse than to be surprised by an added delivery fee. You need your visitors to complete their orders, not ponder whether or not they feel shipping is worth the purchase.
The same study discovered that 46 percent of consumers admitted high shipping fees were their essential reason for not finalizing online purchases. Often shoppers will flee to similar e-commerce businesses to investigate if they offer the same products at the same price, but don’t burden them with added delivery chargers.
It’s a wise idea to offer free standard ground shipping, because comparison shopping isn’t just cost of the items, it’s about the total cost it takes to complete the order.
3. Easy Contact
A trustworthy-looking website lands sales. If it’s difficult to find your contact info, your visitors are bound to be weary of your standoffish vibe. Although you aren’t sitting on a showroom floor or behind a counter, you need to present yourself to your customers in an approachable way. Clearly indicate how your customers can communicate with you — if you don’t, chances are they won’t want to make conversation or purchase from you.
Let’s say your contact page is buried and difficult to find. A shopper who wants to reach your customer service department is only going to become more frustrated as they waste time searching for a phone number, email or FAQ. Also, don’t forget about the convenience of live chat as it aids your visitors in real time by answering their questions and assisting with orders.
As an e-commerce company you want to drive sales, not drive them away. Make sure your website meets the needs of your visitors, turning them into loyal consumers.