Ecommerce sites are required to be a successful retailer. If you don’t believe me for some reason, look at these facts: Business-to-consumer (B2C) Ecommerce volume in the United States is over $700 billion; worldwide B2C Ecommerce volume is over $1.4 trillion.1
Unfortunately, not all Ecommerce sites generate a large percentage of revenue for retailers, so we want to offer you five ways to improve your Ecommerce site.
1. Use data to provide customer recommendations.
Amazon’s recommendation engine accounts for approximately 30% of its revenue. And don’t worry, there’s no secret sauce to the workings of their recommendation engine. According to this article by Fortune, Amazon’s recommendation engine uses the following factors to make recommendations:
- What a user has bought in the past
- Which items they have in their virtual shopping cart
- Items they’ve rated and liked
- What other customers have viewed and purchased
The more time customers shop on your site, the more data you gather from them and the more you can use that data to provide customers exactly what they want. This is especially true for customer retention. Once a customer logs into your website and purchases a product, you have access to a set of data that can be used to provide your customers personalized recommendations.
2. Create a live chat option.
You most likely already have a customer service team; add on a live chat option and you have a tool that will help you achieve more return visits to your Ecommerce site. A survey referenced in this article by eMarketer found the following data points:
- 63% of survey respondents who used a live chat option were more likely to return to the website.
- 62% of those respondents who bought from an Ecommerce site with a live chat option reported being more likely to purchase from an Ecommerce site again
- Those online shoppers who used live chat were more likely to make online purchases that same week (40%) than those who did not use the online chat option (22%)
On top of that, here’s another fact: When Wells Fargo fixed their online chat, they saw a double digit increase in converted shoppers.3 So, although you may think an online chat option is an expensive build, your Ecommerce site can see more converted shoppers and higher customer retention rates with the help of an online chat function.
3. Make it easy to use
The most important design jobs of the future are User Experience (UX) design jobs, and for good reason.4 User experience in the digital realm is an important way to differentiate your brand and make sure customers can easily navigate your site. On top of that, investment in UX is proven to generate return. According to this report by IBM, “every dollar invested in ease of use returns $10 to $100.”
If you want some examples on great customer experience, check out the 2015 Webby Award winners for Best User Experience here.
4. Design a beautiful website.
Beautiful website design is not always the first consideration, especially if you are a discount brand that wants to advertise your discounts on your website. However, attractive website design plays an important role in increasing perceived brand value, which therefore helps increase sales. If you want some inspiration, check out some of these beautiful websites:
5. Take great images of your product
According to Lauren Freedman, president of the “The E-tailing Group,” “product information should start with strong imagery as part of the shopping experience.”5 In this same report, Lauren Freedman conducted a study that asked consumers about the most important considerations in making a decision about buying online. They listed the following as important features to buying online:
- 75% of consumers listed the quality of the product images as an important feature when shopping online
- 66% of consumers listed alternative views of the product as an important feature when shopping online
- 61% of consumers listed product zoom as an important feature when shopping online
As you can see, product images provide important information for your customers. If your products are not well photographed, you risk the chance your customers will leave your site immediately and consider visiting a competitor’s site.
1 “E-commerce Worldwide – Statistics & Facts.” Www.statista.com. Statista, n.d. Web. 20 Jan. 2016. <http://www.statista.com/topics/871/online-shopping/>.
2 Nori, Sameer. “Recommendation Engines: Driving Customer Interactions with the Next Best Action.” MAPR Blog. MAPR, 6 Mar. 2015. Web. 20 Jan. 2016.
3 Levin, Lior. “5 Reasons Why Live Chat Is The Untapped Potential for Your Business.” KissMetrics. KissMetrics, n.d. Web. 20 Jan. 2016.
4 Labarre, Suzanne. “The Most Important Design Jobs Of The Future.” Fast Co.Design. Fast Company, 04 Jan. 2016. Web. 20 Jan. 2016.
5 Demery, Paul. “IRCE 2012 Report: Consumers Explain How They Shop Online.” InternetRetailer. InternetRetailer, 7 June 2012. Web. 20 Jan. 2016.