In addition to daily shopping, health and hygiene products, various information products and building categories that facilitate working from home have increased, while rising consumer demand also reveals the shortcomings in e-commerce sites.
Being a 24/7 store is not enough for shopping
Evaluating the situation, Emrah Pamuk, CEO of Digital Exchange, said, “Consumers have started to meet their daily consumption on the internet with their health concerns. In some categories, there are tens of times increasing demands. Online shopping allows you to purchase products and services from an always open store, with almost no effort. However, these advantages are not sufficient for consumers to shop. It is necessary to provide detailed information about the products and shopping process, to provide the opportunity to compare, to know the customer and to improve the customer experience, to constantly make brand investments. We see that some e-commerce sites are not ready for this. Some changes need to be made in terms of features offered, technical infrastructure and content, and those ready for it, they will be able to continue their growth in the post-epidemic period. “
DO NOT MAKE THESE ERRORS IN E-COMMERCE
Digital Exchange experts, who can touch every point of a brand and serve 360 degrees, list the shortcomings of e-commerce sites as follows. Missing or deficient product content: Consumers want to have information about the product, just like in physical stores. This is important for both shopping and comparison. 76% of those who visit a product page want to see the technical specifications, 71% reviews and comments, 66% want to see the product photos and 13% want to see the product videos.
Visuals are an integral part of the product content. In addition to photographs that can display the product from different angles, reveal color options, explaining the product video, usage information or experience helps to improve the product page.
Insufficient cargo charge information: The highest basket drop rate (55%) for users who complete the product research and decide to buy the product is seen due to unexpected expenses2. It is important to specify the cost clearly as well as the company you will send the cargo to, not to negatively affect the customer experience.
To show the products that are not in stock on the site: 52% of the consumers who learn that one or more of the products they are considering are out of stock, stop shopping. Only 17 percent of these people return to the same store for shopping3. Whereas, real-time inventory tracking prevents this problem, as well as making periodic planning and profit projection.
Not offering filtering options: Only 16 percent of e-commerce sites offer a successful filtering experience2. Filters that are specific to categories and facilitate discrimination according to the characteristics of product types increase success in this field. Even just a simple filtering option can increase shopping conversion by 26%.
Complex payment pages: An ideal payment should not be long and boring, the consumer should be able to perceive what is where and should not be concerned about security. It is possible to reduce the basket abandonment rate by 31% with the required UI / UX study, sufficient information and a payment page free of unnecessary stages.
Inadequate or Incomplete Return Policy: In e-commerce, return rates are higher than traditional retail as products are purchased 'untouched'. Knowing that the product return process will be easy increases the rate of shopping from the same e-commerce site to 92 %5. An inadequate return policy reduces the shopping rate by 80%.
Missing contact information: Over 50 percent of consumers say they trust a brand when they feel it is easily accessible. You can also make your contact information visible on the home page so that consumers feel that you are easily accessible.
Ignoring Customer Service: A bad customer experience reveals that 80 percent of customers abandon an e-commerce site to return. You should be able to answer questions not only after sales but also before and during the sale.
Applications such as being accessible from e-mail, call center, social media channels, wherever the consumer is located, using a service system that integrates these channels, and simplifying your customer support processes as much as possible, will bring success in this regard.
Requesting unnecessary information from the customer: Do visitors really have to register on your site, you can create a more lean and practical shopping experience by asking yourself questions such as which of the information it provides is 100% necessary for shopping.
Software and UX / UI deficiencies: User experience (UX) and interface (UI) studies show that even minor changes can make a big difference. Every dollar invested for UX can provide between 2 and 100 dollars. In addition, 39 percent of consumers stop entering the website, which is long to install and 38 percent dislike the design10. Conducting tests to improve the experience with A / B tests and offering customizable interfaces to users is one of the works that can be done in this field.
Responsive to the site to prepare: Mobile device usage rate of online retail in Turkey which exceeded 70%, more than 60% of the total turnover comes from mobile channels. The frequency of mobile consumers' visits is also in front of other channels11. For this reason, it is important that your e-commerce site has a responsive structure that can be adapted to the mobile interface.
Ignoring brand positioning: Long-term success in electronic commerce is directly linked not only to product sales, but also to the consumer-perception of the brand selling products. The statistics below explain why it is important to invest in brand perception:
Getting a new customer is 7 times more expensive than holding the customer at hand.
48 percent of online purchases are made from a site that was previously shopping.
Ensuring the visibility of a brand across all channels increases revenue by 23%.
43 percent of consumers spend more for brands they feel loyal to.
59 percent of consumers prefer to shop from brands they trust.
Those who have consistency in brand visibility are preferred 3.5 times more.
SEO work and not investing in content: 39 percent of e-commerce traffic comes from search engines. It is stated that 35 percent of this is organic and 4 percent is originating from search engine advertising. The rate of conversion of web searches to sales reaches 23.6 percent.
Evaluating the content investments and SEO studies of e-commerce sites as a 'finished process' is one of the biggest reasons why these studies do not succeed. Therefore, continuity of SEO and content investments such as products and services play a critical role in increasing availability and consequently shopping transformation.
27 April 2020 Monday tarihinde yayınlandı.
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