There are a number of ways for an online shopper to find your brand, and, I’m sure you are spending hundreds and thousands of dollars in those marketing tactics to attract them. Hence, you would not like to miss on any opportunities that come your way! Spotting their favorite products the customer will click on the product link that diverts them to the product landing page. Therefore, your product page will determine the engagement and conversion rates for your eCommerce business. Key essentials and excellent display of product pages from eCommerce brands 1. Product display Visuals trigger a sense of inspiration to online shoppers, and today, many of them use image search to find their favorite products. The more value your product image will display, the higher chances of them being influenced to take further actions. What you can do? a- Relate them to one’s daily routine Modcloth’s “Explore & Shop Outfit Photos” section on their product page is surely enhancing a shopper’s purchasing experience. Displaying your happy customer’s photographs using your product will automatically trigger an excitement among online shoppers and encourage them to engage and make purchases from your eCommerce store. b- Get innovative, use videos Bodyshop product page offers both great visuals, as well as, video. Dealing with organic beauty and cosmetic product, this brand allows it's customers to gain better insights on the use of their products. Ensuring a demo video showcasing the use of your products, will increase engagement level and enhance your customer’s shopping experience. 2. Product Information After your products visual does the game of making the shopper cling to your site, they would like to know more about the product. What you can do? a- Ensure easy to spot features and color options Victoria’s Secret offers a crisp feature description making it easy and quick for customers to know everything about their product. Also, their innovative color selection options make the customer’s shopping experience even more fun. Allowing your customers an ability to choose for their favorite color is important; however, being innovative with unique prints for each will increase the shopper’s excitement for your products and make better purchases. b- Engaging size comparison Bellroy’s“Compare to Other Products” feature on its product page is surely helping their customers to eliminate the risk of shopping for a wrong size product. Allowing your customers to compare the product size with other products will offer a unique shopping experience and your customers will feel safe shopping from your eCommerce store. 3. Purchase decision information Once the shopper is happy with the product information, they will immediately spot for the product price and security for their purchase orders your store has to offer. Making it difficult for them such details will hamper them from proceeding with the purchase. What you can do? a- Clear price Harry’s make it easy for their customer’s to spot the product price by highlighting it. Also, it offers price breakdown, ensuring customers know that they are not paying more. Keeping product price clear and simple to understand will stop your customers from making incomplete purchases. b- Other important information Graziashop allows its customers to gain insights about the product shipping and returns information for the product page itself. This way, customers will not have to switch over pages to find such important information that is needed to make a purchase decision. 4. Call-to-action button Once the shopper is happy with the product, it’s important they are able to easily proceed further. Unable to offer clear prompts of purchase steps, can lose you a number of opportunities that made your way. What you can do? a- Clear add to cart and Add to wishlist option Aritzia product page offers crucial call-to-action button in the simplest way to avoid distraction and keep customer focused in placing their purchase order. It is not necessary to use vibrant colors, as many feel it quickly diverts attention, instead, focusing on the placement of your call-to-action will matter the most to your customers. b- Up sell H&M product page performs one of the best up selling tactic that will automatically encourage their customers to make purchases in order to complete that look. Similar to H&M allowing customers with prompts of the most relevant match will immediately help you increase order value for your eCommmerce store. 5. Customer’s experience Whether they are making a purchase for themselves or planning to send a gift to their dear ones, shopping online really makes one happy. So, would you not like to take an opportunity of your customer’s joyful mood? What you can do? a- Allow social sharing buttons J.Crew makes it easy for customers to quickly share their wonderful experience by allowing them to easily log on to their favorite social networking sites from their product page itself. Integrating popular social share buttons on your product page will allow your happy customers share their purchase experience while increasing visibility for your eCommerce brand. b- Reviews Incase.com’s product page does not only allow customers to share reviews but also, helps them make better purchase decisions by highlighting reviews that are already provided. Displaying a success indicator on your eCommerce product page will enhance your customer’s decision and will always trust your brand for making purchases. Closing advice With the above, you can ensure your product page has the most important elements to encourage customer, as well as, make them stick with your brand. However, playing around with the placements and integrating a tool to test the performance of each element, will ensure you land-up with an excellent product page for your eCommerce business. A successful product page will enhance the online shopper’s experience; however, not being able to deliver products as per customer’s order will make all your efforts go in vain. Therefore equally important, is to adopt a cloud-based inventory management system that will help you automate product updates and ensure accurate inventory levels, always. GoodLuck!!
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I’m sure most of the sellers and marketers know how costly it becomes to attract customers, than retaining existing ones. “Customer loyalty program” has been around since quite a while now, however, many retailers are still finding it difficult to implement an effective one to improve customer retention rates. What can be better than performing customer loyalty practices that are already proved and doing wonders! Below are key elements of a loyalty program and how retail brands are performing some of the finest practices 1. Alert them with valuable deals Offering an excellent product line and customer service are no doubt crucial elements that contribute towards a successful growth. However, chances of retention rate increases if you can easily connect and communicate deals that are specially designed for them. Example: Starbucks’s SMS marketing About the program With this, Starbucks announces multiple contests and special offers to existing customers are encouraged to engage and stick with their brand for long. How can it help you? Designing SMS marketing campaign for your retail business will give you an opportunity to reach your customers over their registered mobile number, making it convenient and quick for them to take decisions on-the-go. Also, targeting your customers over their smartphones will automatically trigger their interest for your brand as messages get stored in their “Inbox.” Hence, chances of them to take action in the near future, increases. 2. Offer latest information Making customer known to new products line, industry related information and about the latest styles & trends through website and blog page; is a common practice followed many owners who are into the selling business. However, your customers won’t consider it to be a loyal factor, as the information will be common for all. Example: H&M Newsletter signup About the program With this tactic, H&M gets an opportunity to spread a good brand word, as well as, entices customers to immediately sign up for availing valuable perks and benefits in return. How does it help? Offering some attractive discounts in return of a newsletter signup, will give you an added advantage to make them cling with your retail brand. The more signups, the better chances of retaining your customers for your retail business! 3. Prompt customers Considering the increasing competition in the retail sector, it’s difficult to retain customers for a longer time. However, modern customers won’t mind sticking with brands understands their preferences and frequently alerts them with deals that can add a value to their purchases. Example: Gap’s Email marketing About the program With this program, Gap is offering its customers an ability to gain valuable insights about the brand’s offerings and updates, as well as, to quickly shop for products they may have been searching for. How does it help? Letting your customers know about the best deals and offering products of their preferences, will automatically stop them from looking out for other brands. Constantly updating valuable information that really matters to them, will increase their chances of being loyal to your retail brand for long. 4. Convenience to redeem loyalty benefits Retailers, who practice loyalty program, yet complain of not being able to convert results as per expectation. Despite offering valuable content and products offers, many customers don’t take actions. Are you allowing your customers to easily redeem loyalty benefits that your brand offers? Example: Sephora’s Loyalty program app About the program This app is an easy and exciting innovation by Sephora that is allowing their customers an ability to check point balance and benefits from one place. Ensuring customers an easy access to loyalty points and other benefits, millennials have proved to be the most engaged and loyal customers for the brand. How does it help? Sephora Loyalty program (Beauty Insider) is considered to be one of the favorite among fashionistas. Apart from offering surprise gifts on sign-up, Sephora’s Loyalty Program app makes it easy to track and redeem benefits, all from one place. Adopting this practice for your retail business, will automatically enhance your customer’s shopping experience and encourage them to stick with your brand for long. Closing advice Following the above can help you run a successful “Loyalty Program” for your retail business. But, if you blindly target your existing customers will result in the waste of time and money. A contact management solution in place will offer a centralized view of all your customers details and purchase behaviour in real-time. This will automatically make it easy for you to understand your customer’s needs to design content and offer purchase benefits that are of their choices. |
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