CUSTOMER INSIGHT WEB VERSION: Click Here
A staggering 80% of consumers are more likely to complete a purchase after being offered a personalised experience. Intuitive content management systems such as Hubspot allow for personalised content to be easily curated and shared with website visitors, ultimately enhancing the customer experience. If you aren’t able to utilise this, make sure you showcase what others are saying about your products or service and make this visible to all consumers visiting your site.
3. Take steps to reduce online returns Transparency is key, and customers want to see exactly what they’re buying before they part with their hard-earned cash. In fact, 78 per cent of shoppers believe photos help bring products to life in the purchasing process. Whether you decide to take the route of professional product photos or user- generated content, having a clear insight into what will be delivered to the customer’s front door increases their confidence in picking the right product and ultimately helps to reduce the number of returns.
Keeping your return rate down is vital, especially considering that the rate is as high as 30 per cent when it comes to online purchases. Be sure to feature detailed descriptions, accurate sizing guides if applicable, and estimated delivery dates to ensure full transparency. Add ratings and reviews from other customers to reassure
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the buyer of the quality of the service and further reduce the risk of a return being arranged.
4. Diversify your payment options Online shopping has come a long way since its inception, and so has consumers payment preferences. Research has shown that 17 per cent of shoppers leave checkout pages when they don’t trust that the website will store card information securely and safely, while a further 6 per cent bounce due to a lack of alternative options. The ever-increasing list of big brands utilising PayPal as an alternative payment method is providing convenience and security to customers, while payment plan systems such as Klarna are giving customers true f lexibility in how and when they pay for products. Offering various payment options will help give you a competitive advantage.
5. Tackle basket abandonment A shopper abandoning a basket isn’t particularly commonplace in a bricks- and-mortar store, but the nature of online shopping leaves consumers much more prone to it, and the the average is over 70 per cent. To ensure consumers work their way successfully through the purchasing funnel, implementing a guest checkout solution or simplifying the checkout process can go a long way.
Sending email reminders may also help jog the memory if they happened to have
left the webpage without completing the transaction. To improve retention in future, consider running a survey to find out the reasons why certain transactions weren’t completed. You’ll then have a better understanding of your customers’ intent for future strategies and if you start now you could make quick changes that affect potential Christmas purchases.
So, what’re you waiting for?
1. Put your key products front and centre to ensure customers see your best offering
2. Use personalised content to engage customers and keep them on your website for longer
3. Proactively reduce returns by giving customers all the information they need before they purchase
4. Offer diverse payment options that cater to everybody’s preferences
5. Use guest check-outs and reminder emails to reduce basket abandonment
Attracting customers to your website and most importantly, giving them all the information and confidence in your product that they need to make that all-important purchase will be vital to the success of retailers this Christmas. These tips, partnered with insight attainable from verified customer reviews, will enable you to build a better customer experience for the future and ensure the clicks keep on coming, long after the Christmas rush is over.
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