COVID:19


content that keeps users coming back to the site time and time again will


help brands to


Examples of content which would be suitable include informational blog posts, downloadable resources or onsite quizzes. By providing consumers with real meaningful ‘value’, it ensures that when they are ready to move down the sales funnel, your brand is the first that comes to mind.


Think about what content at each stage might look like and how it would differ. For exam-ple: • Awareness: Features such as ‘The essential guide to indoor house plants or ‘What plant is best for my small garden [quiz]’ might interest your audience • Consideration: A free webinar on ‘Easy ways to transform a garden space or a free catalogue and landscaping ideas, will provide further ‘value’ to the audience • Conversion: Use a discount of 10 per cent off when you spend £30 or more, setup a personal shopper consultation, or a free trail membership of ‘Garden Club’ to con-vince visitors to spend with you.


Offer flexible financial solutions Advancements in technology mean that it is much easier for websites to offer integrated financial solutions that allow customers to spread the cost of their purchase. Flexible pay- ment options such as Klarna and Clearpay remove one of the biggest barriers to conversion, price, and encourage consumers to purchase


goods they may not previously have been able to afford.


stand out.


Optimise your site for mobile users With over 30 million Brits using smart devices to shop this year alone, online home and garden retailers need to ensure their sites are optimised for the mobile experience to avoid


customers. Mobile optimisation can be as big as a full website rede- sign, or as small as prioritising key content on a page.


Adopting mobile payments


such as Apple or Google Pay is one way to improve and optimise the checkout experience for mobile users; mobile payments make it easier for consumers to purchase goods online and therefore reduce checkout abandonment, increasing sales and repeat customers.


Trial innovative changes, even if they won’t scale easily Automation


and scalability are


now seen as crucial elements in marketing as


they improve


efficiency. However, some businesses are ignoring trialling changes to their website which are harder or more time-consuming to implement, many of which may be the key to un-locking new growth potential for their brand. A great example of this is how


the owners of AirBnB who were struggling to gain traction for their service, flew to New York and hired a camera for $5,000 to photograph apart-ments. The time and financial


cost of this was unscalable, but the risk paid off and rentals in New York took off with bookings doubling within a month. The same growth happened across other cities which grew the business to a $31 billion- dollar valuation in 2019.


frustrating and losing


When applying this concept to your own business, identify if there are solutions in your reach that no one else is doing due to inconvenience or cost and build small scale tests to see if they are worth implementing at scale.


Display USPs and promotions across the entire site Ecommerce USPs are a great way for businesses to communicate value to their visitor; hav-ing a sitewide banner or promotion displaying these USPs ensures your website visitors can easily identify them, no matter how deep within a site structure your visitor is. This is particularly important for


traffic which lands directly on a landing page, as they may not be aware of your brand’s differentiators if they are predominantly mentioned on your website’s homepages.


Remove navigation links in the checkout funnel Is there anything as frustrating as a customer who gets all the way to check out, and then abandons the cart at the very last minute? We doubt it.


One way to reduce the number of visitors who do this is by removing unnecessary naviga-tion links on the checkout pages. These links


serve as a distraction and the more links avail-able,


the more likely


it is that someone will click on one and leave the checkout. They might come back and continue their purchase, but they might not. By removing the links in the first place, you make it less likely that they’ll leave the page before they’ve finished their purchase.


Ensure shipping options are clearly explained


Being met with unexpected shipping costs at the checkout can cause visitors to leave with- out finishing their purchase. By being transparent about shipping options from the start, for example by pulling in shipping information onto the product pages, you can relieve custom-er anxiety about unexpected costs and ensure that they know exactly what they can expect to pay from the beginning.


Add a wishlist function Giving visitors the option to add products to a Wishlist


is a great


way of encouraging visi-tors to stay on site for longer and return to the site at a later date, particularly if they’re currently in the awareness and consideration phase of their journey.


It also means that products they


are interested in are easily accessible when they want to make a purchase. Display USPs and promotions


across the entire site Ecommerce USPs are a great way for businesses to communicate value to their visitor; hav-ing a sitewide banner or promotion displaying these USPs ensures your website visitors can easily identify them, no matter how deep within a site structure your visitor is. This is particularly important for


traffic which lands directly on a landing page, as they may not be aware of your brand’s differentiators if they are predominantly mentioned on your website’s homepages.


Build in search filters into the website Search filters improve a website’s usability and make it easier for visitors to find what they’re looking for quickly and efficiently. Without a search function, consumers are re-quired to manually look through the website, often to no avail; this may cause your visitors to get frustrated and leave your site in favour of a competitor with search filters. Adding in a detailed search filter


functionality is a fail-safe way of improving the user expe-rience. By making it easier to find the product, you make it easier for them to buy the product.


www.diyweek.net www.diyweek.net 30 APRIL 2020 DIY WEEK 25 APRIL 2020 DIY WEEK 23


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