Make small changes
As e-commerce budgets continue to tighten, many companies have put plans for full-site Web redesigns on hold. But that doesn’t mean they should sit back and do nothing for the time being. Small, inexpensive changes can go a long way toward helping retailers reap dynamic results online, according to Petaluma, Calif.-based e-commerce solution company MarketLive. Here are a few of its suggestions:
Realign your category navigation.
Poor navigation is not only the most common consumer complaint about merchant sites, but also the top reason consumers abandon sites.
To make it easier for shoppers, give top-selling product categories prominence in global navigation. MarketLive suggests removing underperforming product categories that drive below-average revenue, and prioritize category-display order by revenue or popularity (the top revenue generating/popular categories should be prioritized left-to-right and/or top-to-bottom).
In addition, the “Sale/Clearance” category should almost always be at the far right, while “Best Sellers” is typically in the first position.
Beef up product page content.
The product page is a crucial waypoint on the path to purchase. It’s where browsers become shoppers and commit to adding items to the cart. While many merchants have added “recently viewed,” rich imaging and cross-sell functionality, they often neglect the text on this page by failing to enhance it beyond printed catalog copy or manufacturers’ product descriptions, according to MarketLive.
Along with outlining specific product characteristics, focus on unique product benefits and suggest appropriate usage. Break out the text into easily scannable, bulleted lists so shoppers can take in the information swiftly. While multiple images and zoom help shoppers compensate for being unable to touch and see products in person, detailed specs provide an additional level of certainty and boost confidence that their expectations will be met.
Be clear with returns and shipping.
Displaying a reassuring message about product guarantee or return information increases product page conversion by more than 2.7%, according to MarketLive. If you can’t offer a 100% money-back lifetime guarantee, consider extending the time frame for accepting returns or exchanges.
Meanwhile, shipping costs remain a top concern for shoppers, according to Forrester Research, with 75% saying they are more likely to purchase from a merchant offering free shipping. If you offer free shipping above a threshold or flat-rate shipping, display the information on the product page.
Invite consumers back.
Building a base of loyal customers is essential to the continued success of the online channel —but so far, it hasn’t been a priority. Only 36% of online purchases are by repeat customers, according to Shop.org’s “State of Retailing Online” report for 2008. But loyal shoppers convert higher and spend more money, with MarketLive Performance Index data showing that they are 200% more likely to convert and spend 10% more than first-time buyers.
That said, once shoppers have made a purchase, merchants should invite them to continue the relationship. Build an opt-in e-mail list and encourage further purchases with a “thank you page,” an order confirmation e-mail message or offer e-mail sign-up (make the prospect enticing with the promise of exclusive deals and early notification about the latest merchandise and site promotions). Or offer a discount on the next purchase. Another option: E-mail customers a week or two after they’ve received their purchase, inviting them to contribute a review or check out current site specials.
Source: “MarketLive Performance Index; 2009 Priorities: Small Projects, Big Wins,” report.