April 2023 ertonline.co.uk


Therefore, with dwell times on a landing page recorded as up to four minutes, the importance of the look, feel and ease to digest information and navigate their way through your site is the key to success. It’s understood that 88 per cent of online shoppers are more likely to continue shopping on a retailer website that offers a personalised experience, increasing to 96 per cent of Gen Z and 97 per cent of Millennials based on research conducted by Elastic.


Keep your website fresh!


It may seem an obvious point for those of you with a physical retail presence, but be conscious of using changing seasons, events and promotions as a worthwhile excuse to update your site. Keeping your site fresh and relevant will make sure you are attracting traffic to the site and driving potential customers to shop with you for special seasonal deals. Ensure that any promotion or event you are running in-store is reflected on your site – and perhaps create a call to action. By doing this you can get to understand your customer better so that you can proactively market out to them at a later date. Utilise site analytics to understand who your consumers are and how they are using your website. Insights on where users are coming from, which pages shoppers look at the most, plus the effectiveness of any marketing campaigns you have running, will all help understand key impacts and help in your long-term strategies for the brand and products. If you create a site that has independent reviews and ratings, which is considered standard, then be prepared not only for the positive feedback but also the not-so-positive reviews. The reality is that all retailers will get these from time to time. It’s how you deal with this feedback that matters. According to Review Trackers, 94 per cent of online customers have avoided a business due to a negative review. Therefore, for over nine out of 10 customers, online reviews have become essential to their decision- making online. It’s claimed by Podium that 93 per of customers say they’ve made purchasing decisions based on an online review. What’s more, most customers say they won’t engage with a product or business if they see too many negative reviews or a star rating of less than 3.3. Be mindful of how you position your feedback and its features in Google searches of your site. With more and more customers shopping online now, your business can sell more and earn more as a result if you’re running an effective e-commerce site. However, whether your goal via your website is to boost direct sales or only engagement, it’s important to create a strategy that encourages consumers to your site and increases dwell time that elevates the customer experience and begins their journey. Keeping the site uncluttered is critical – as is the need to have relevant imagery that truly represents your business; royalty-free stock photography can work but it needs to be true to your brand. Involving your staff, however, can make it personal – with the added bonus that customers will recognise a few faces when they visit your store, increasing your credentials as a retailer that values a personal approach to the customer journey.


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