In the digital age, customers always and everywhere have the opportunity to find product and service offers, and buy them at the push of a button. Although today’s conditions for online trading are perfect, it is in practice not so easy to convince customers. It is crucial to make the right offer, at the right time, with the right information.
Online shopping is primarily fiduciary, which is why we stay loyal to our favorite brands and buy at the same online retailer again and again – even if another vendor might offer the same product significantly cheaper. Meaningless and blunt arguments of new providers are no compelling argument anymore to lure us into a shop. Dealers are successful, however, when giving their visitors the appropriate messages en route. It is not only about simplifying processes and creating positive experiences, but also about providing relevant information that help customers to make a decision. Key is to give the customer a good feeling.
Whoever sticks to the following tips, will be able to increase sales and conversion rates significantly:
1. Priming – it depends on the context
An action never stands alone on its own, from a psychological perspective, it rather always emanates from an overall context. This so-called priming effect plays a major role as well regarding the impact of received messages. Therefore, it is important to know what is going on in the mind of a potential customer when he receives a message, where he is, what he does, what he is just thinking about – since all that determines how he ranks the information obtained.
2. Bored customers as an opportunity
Marketing analyzes regularly who responds to certain messages and how the sales thereof develops as a result. However, it is advisable to check on what didn’t happen as well: How many recipients did not even look at the newsletter? Who clicked it away immediately, etc? Such analyzes help to adapt your strategy constantly and tailor it to the intuitive needs of users.
3. Experimentation as success factor
Internet giants like eBay or Amazon owe their success not the least to the fact that they never stand still. They continuously conduct randomized controlled trials in order to investigate how people react to changes. Endless, in-depth experimentation helps companies to continuously improve and increasingly tailor their portfolio to customer needs.
4. Be one step ahead with easier, more convenient user experience
It sounds almost too simple, but the fact is: Whoever gives the customer what he wants intuitively, will increase the conversion rate. A good customer experience is therefore essential. Simple, unobtrusive communication across all touchpoints leads to a real experience, which clearly favors the chance of more sales.
5. Design in the foreground
Books will be judged first by their cover and title, which proves that the intuitive thinking customer is looking for anchor points that allow him to evaluate things uncomplicatedly and comfortably. Form and function therefore belong together, which means for eCommerce that in addition to the content, an attractive design is decisive when it comes to sales success, whereby the usability can of course not be neglected.
6. The timing is crucial
In addition to the context and the personalization, the timing of a message is an important factor that determines success or failure. Typically, smartphones are less used to purchase, but more to search for products. Mainly items at a reduced price are actually ordered while on the go, while products such as e.g. televisions are still bought via desktops or laptops, and now also on tablets. So, if a newsletter should promote high-priced products, it is better to send it in the evening; when it comes to clothes, however, users should get it on their way to work.
There is no doubt about it. We often unconsciously surf the net, guided by our intuition, in doing so expecting the simplest possible information that fits our personal desires. Therein lies the opportunity for eCommerce.
By Daniela La Marca