There are more mobile connections than there are people in the UK. Think about that for a second. That means there’s more ways for people to purchase than there are people. Gone are the days of one using device to browse and purchase. The age of Cross-Device purchasing is here, and there are purchase patterns depending on the devices used. For example, there’s more traffic to websites on a mobile, but more purchases on a tablet. People visit multiple times before purchasing, probably because there’s more competition for the same customers than ever before. So how do you get conversions on your site over others? Speaking at the eCommerce Show North exhibition in October this year, UKFast Enterprise MD Jonathan Bowers outlined the best ways to improve the efficiency of your online site.
Do you need an app?
When you think about exclusive mobile shopping, it’s easy to jump to the assumption that you need an app, but in eCommerce, it is not always needed, because 2/3 people prefer to shop through a mobile site. Surveys show that mobile apps are good for communities or organisations, but mobile sites are better to actually sell goods. Check out our feature on apps for why.
Trust and security.
Last year, there were 1.8 million hacks in the UK. 1.2 million of these were focused on accessing personal data. Cyber attacks account for 36% of crimes against retailers in the UK, and at the rate it is increasing, this will soon be 50%. You need to look after your customer data. Show you are a person of trust, a person behind the site, and this can only improve your sales. Make sure people know you use anti-virus.
About pages are extremely valuable for persuading a customer to buy from you and not your competition. They are becoming very important because it shows you are a person, not a machine, or a fake. It gives customers reassurance and makes them think “There are people involved here, this site is ok.”
To strengthen the link to the human connection, your social media feeds should be coming into the right place on your website, and at the right time for customers to buy. User Generated content is very helpful, but don’t sacrifice the speed of your site for a feed. The human element can be found on your social media platforms, and link back to your site to get the best relationship between speed and connections.
Have words like ‘contact’ and ‘help’ up in your header. People will realise there are people involved if they see they can call someone.
With the changes to data protection coming into effect in May 2018, we need to evaluate who our customers are and what they want to hear from us. We are not taking care of people’s data properly, and we should be. We need to build up the trust.
Know your shopper’s habits.
Live chat is amazing for assisting in conversions, but only at certain times. 33% of sales in the UK happen after 6pm, so chat bots can be used to supplement the sale for out of hours if you don’t want to pay a person, but want to keep the value of a customer engaging with your site. You could also evaluate their shopping habits and entice them to buy with a deal you know they have looked at during their visit. This is often done with data mining schemes like the Tesco Club Card. People thought it was a great way to get loyalty points for shopping at Tescos, but it was actually a huge data mining scheme to gather information about how people shop.
The discounts you offer to people can vary depending on their habits too. For example: People who are loyalty members spend 13% more than two non-members combined. Look at how to approach frequency customers. E.g. , for a high frequency shopper, give them free delivery rewards. Low frequency users would be enticed more by 10% discounts etc.
In 2015, the AOV online was £78.74 for UK Customers. You can maximise the margins on this by incentivising the products with the biggest margins. Make the higher margin items more appealing.
Big turnoffs for customers include a delivery fee and no guest checkout. Get rid of these frictions if you can, and keep the payment process as seamless as possible with something like a One page checkout. As you may know, Magento went from a 6-step checkout to a 1-step checkout on the new Magento Commerce platform, with two years of research going into the easiest and highest converting method for people to purchase online.
And even if the customer doesn’t buy, this can still be used to your advantage. 24% of people abandon their cart, but this can be used as a marketing tool if they can save it and come back later.
Give a sense of urgency when following up abandoned carts with incentives e.g. ”Free delivery if you order before 10pm tonight”.
Images on your checkout increases conversions by 10%, but a 0.5 second delay in speed on a site can result in a loss of conversions by 20%. 40% of people will leave a site if it takes more than 3 seconds to load. This goes up to 57% on mobile. We expect things instantaneously now, so make sure all your images are optimised.
Functions like banner ads don’t always work because you have to wait for the content, and people either won’t wait that long, or they don’t even land on the homepage, so it’s a wasted drain on the site speed.
33% of people would recommend a quick, but ineffective service.
17% of people would recommend an effective, but slow service.