I enjoyed today's lesson thoroughly because it was about one of my favourite pastimes. There is no denying that E-Commerce consists of many digitally enabled commercial transactions between and among organizations and individuals. One aspect that has seen rapid growth over the past few years would be online shopping. I am personally a huge fan of online shopping. I like that it is convenient - you get to shop for whatever you like in the comfort of your home with just a simple click of a button, interactive - E-commerce technologies allow two way communication between the merchant and the consumer and I love the feeling that you get when receiving a huge parcel at your doorstep. I like the transition from being surprised -> feeling loved -> curiosity of what's beneath the wrapping paper -> anxiety -> discovery -> elation. The whole process is enjoyable. However, have you ever wondered why some E-commerce sites enjoy success while others not as much?
1. Strategy
Some E-Commerce sites find themselves in a better position with many more orders in their inbox because they have a clear strategy. These companies have done proper research, website optimization, proper coding, ongoing search engine optimization, conversion testing and promotion before anything else.
2. A professional & reputable image
The saying, “it is what’s inside that counts” simply doesn’t apply for most e-commerce sites. Majority of the time, a site that looks great will go a long way in making that all important first impression and instilling confidence to consumers who are still leery about giving out credit card information online.
3. Be unique
Most E-Commerce sites succeed because they have a clear line of action or what's better known as “up-front value proposition”. They are either offering the lowest prices in the industry, have positive testimonials/product reviews or largest supply of product options.
4. Make it a stress & fuss-free experience
Everyone has to start from the basics. The basic navigation of an E-Commerce site should not be confusing. The search options should provide ways to search in different ways and return relevant results. Succesful E-Commerce sites also offer flexible options for searching and sorting and navigation like some of the following: “Did you mean?” spelling corrections when searching.
5. Keep it simple
Successful eCommerce sites simplify the checkout process and display clear pricing and shipping information and then they make it quick and easy to pay and finalize the order. Provide an easy and clear way to add multiple items to a shopping cart. Provide a one-page checkout system. Give them shipping quote estimates.
6. Make your products the star attraction
A good E-Commerce site is designed in such a way that makes the information easy to digest on a page. Headlines are 8 words or less, sentences are short (15-20 words) and summaries are under 30 words. This helps customers easily scan information and digest whether they want to purchase or not.
7. Good quality pictures
Focus on photos, keep text to a minimum unless it’s secondary. Photo galleries are made available so the customer can see many views of the product from different angles. The photo zooming is also available to see detail and embedded videos into product descriptions are a great way to allow customers to view the product on an E-Commerce site.
8. Offer many payment options
A good E-Commerce site caters to the special needs and preferences of all it's customers. Some customers will use a Visa, some will want to use Mastercard. Paypal and other services are becoming extremely popular as are secondary credit card companies like Discover. Allow customers to pay over the phone. E-commerce sites should also allow payments in multiple currencies to cater to customers world-wide.
9. Trust is key
A good E-Commerce site makes their customers feel comfortable by prominently stating the following throughout your site and during the checkout process: Online security information, privacy policies, guarantees, additional charges, return policies, shipping policies, order status updates, contact information, the handling of store credits, provide comments and reviews from past customers. Past studies suggest that consumers feel more confident knowing that they're just a phone call away if they have a question or if there’s a problem with their order.
10. Sell your customers more than what they came for
Simply recommending options and/or additions to a purchase, customers will see what’s possible and available and increase their purchase. Integrated recommendations, up sells, internal promotions, popular products, customers who bought also bought, customers who viewed also viewed, list new products, display top/most popular products, provide free shipping when they spend a certain amount of money (just a little more than the average cost of your products). Find ways to let them know about everything that an E-Commerce site should have and what might be a good addition to the purchase they came to make.
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