If you’re like many online business owners, you’re looking for better ways to retain customers and increase sales for your ecommerce business. Naturally, your website is your business card, in so much that it displays the level of professionalism to your audience, and how seriously you take your own business. Here are a few actionable ways to improve your ecommerce edge and get results!
1.) Page Speed. Believe it or not, this is one of the greatest factors both from an SEO and visitor conversion standpoint. If you fail to serve pages quickly, user retention drops. According to Kissmetric, 47% of consumers expect a web page to load in 2 seconds or less. If not, they are likely to leave and go elsewhere to buy. If using WordPress, it also helps to use a caching plugin like WP Super Cache for increasing content delivery times.
2.) Server Locations. Also related to pagespeed, having multiple server locations are important for load balancing high volumes of traffic. Consider server locations and where your largest content files are being hosted right now. Are you using a CDN (content delivery network)? For example if you have a location in the USA, and also internet in British Columbia, then your speeds will be different depending on where visitors are served.
3.) Mobile Responsive Web Design. The ability to provide a legible webpage to mobile users is critical. Many free and paid WordPress themes now come with mobile responsiveness built-in, which includes features like touch navigation and auto-resize capabilities. This naturally will increase visitor retention, and hopefully move your visitor towards the checkout page!
4.) Live Chat. Available now as plugins on the major ecommerce platforms like Woocommerce and Shopify, many of the highest ranking e-commerce stores use chat software like LiveZilla and WordPress Live Chat Plugin. Often times they’ll deploy them as widgets on the sidebar, or as pop-ups when scrolling down the page. The shift to using live chat is partly based on analytics, namely that visitors who scroll down are like ‘window shoppers’. Therefore the correlation is that live chat operators are also sales representatives. This can increase conversions through interaction by assisting them like a salesperson would in a physical department store.
5.) Branding. From the logo, design layout, colors, tag lines, right down to the physical product packaging and marketing. Branding your e-commerce business right is never too late, even if you have a logo already. Retaining long term customers is about building reputation for customer service, being consistent, and generating familiarity.
The perfect example of this is Stephanie Courtney, famously known as Flo from the Progressive Auto Insurance commercials. She’s been the marketing spokeswoman for many years, long enough for many young adults to have grown up with. True branding is when she can make any commercial on any topic, and regardless … everyone knows it’s a Progressive commercial.
The bottom line in e-commerce is to accommodate every visitor as best you can in advance. Attention to detail, timely customer service, and fast shipping will directly relate to your user’s experience … and keep them coming back. That also means fast loading pages, clear check-out buttons, timely order processing, clear shipping and refund policies.