The ecommerce buying process: creating a great experience
Friday July 3, 2015 | By Dan Hawkins
You're missing a vital opportunity if you believe the order confirmation page is the end of the line on an ecommerce site. Could customers have bought additional items in the buying process? What could help them to return to buy a product again? Here are some helpful tips to get the most potential out of the page.
Cross-selling An obvious suggestion would be to highlight matching or complimentary items so that the customer has just ordered. For instance, if they've purchased a coffee machine you could highlight your range of espresso cups. Another way to do this is to share what previous customers have also added to their baskets with the same or similar item. This is a good way to single out certain products that the purchaser might not have realised you sold. It also creates a level of trust with them as they realise you aren't spamming them with this information pre-sale.
Create an account Although your ordering form may seem simple to you, some people find the buying process online a rather stressful experience. They are fearful of making a mistake, misspelling an address or accidentally ordering the wrong product. It’s for this reason why adding the option to create an account and save their details after a purchase can be the more fruitful option. It supports them by giving them less to think about – for instance what their username or password should be – and also shows them how you are wanting to help make the process simpler on their return.
Promote through social media Offering your customers the option to share their latest purchase through various social media outlets not only allows their friends to find out about your company, but it also showcases your own social media accounts. This helps to ensure the customer stays up-to-date with your company, along with other networks discovering more about your site – for free! People are also more likely to trust the site if they see others in their friendship group have bought items from it.
Showcase your content Good ecommerce sites are not just places to buy items, they should also offer a good experience to the customer. Having a section filled with inspiration guides or how-to content can be a great way to attract new clientele, along with keeping users on your site and away from the ‘back’ button. Offering free information with no pressure to buy your goods or services also makes customers feel valued and helps to build a trusting relationship. Let’s say you own a furniture company - videos showcasing how to assemble the item, or an article on creating a particular style all help to improve your relationship with the customer, and make them increasingly likely to buy from you. What’s more, content which doesn't include your product listings is a great way to increase your SEO, and will help people searching for a guide or help to also find your website.
Get feedback Many users reported in a recent test that overlay boxes were one of the most annoying forms of advertising on the web, with a number also recording them as spam. This technique is often used to try and ask users to fill out feedback forms, but could actually turn potential customers away from your site. The order confirmation page is a great place to ask for a review. Not only from this perspective, but also because they can then assess the buying process and share tips on how it could be improved.
Invite them to your newsletter The final buying page is a great place to invite them to sign up to your newsletter. This could be included in the account creation process, or you could offer both to your users. The main benefit of including it on this page is the increased amount of space available to declare the benefits of signing up. You could share regular features or alert them how to be first in the know of future discounts.
Contact Volo for more advice on optimising your buying process. If you would like to know more about how Volo can help you design your eBay store, click here
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