May 18, 2015

Increase Customer Satisfaction by Optimizing Online Stores

The Importance of Bringing the In-Store Experience to Online Shopping

The Issue

Have you ever walked into a retail store, only to be bombarded by a salesperson? While there are many factors at play here, an obvious one is that people want to shop without being bombarded and followed around by an overbearing salesperson. So, with the rise of online retail, more and more people are opting for the online shopping experience.
As annoying as sales people can be, they do provide one huge benefit that is missing from the online shopping experience: information. How are you supposed to know what the coolest features of that new camera are? Or what if you want to see what that new mountain bike looks like in action? These are all critical pieces of information that you miss out on when you shop online. Unfortunately, more often than not online shoppers are only presented with a picture of the product and a product description. While this might be enough for someone who knows exactly what they want, it won’t be enough to convert that window shopper into a paying customer.

This raises a big question that brands and retailers alike are looking to solve: How can we bring the in-store shopping experience to the online world? The answer: Relevant content in the right place, at the right time.

The Essentials

Put yourself in your customer’s shoes. Are you more likely to buy something when all you see is a picture and a few lines of text describing the product? Or are you more like to buy something when there is an assembly video so you know how to put the product together, a 360 degree image so you can see the product from every angle, and a lifestyle shot of someone putting that product into action? Shoppers want to know what they are buying, so it is imperative that brands and retailers provide the most relevant content to their customers. The last thing you want is someone buying something from you and returning it because it isn’t what they thought it was (not to mention a scathing review to accompany that return).

Final Thought

Selling is all about educating your customer on the product, and online retail is no different. If you feel that your product detail pages don’t do your product justice, you might want to consider adding a video of a person actually USING your product. Or you might add in an assembly instruction guide to avoid returns because the product is just too difficult to put together. The goal is the make the online shopper feel like they are actually looking at your product in person. While there is an obvious barrier here, these are a few examples of things you can do to improve the shopping experience for your customers, which will ultimately result in more sales.

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