eCommerce websites of leading online retailers are usually a great example of how to empower customers and how to generate higher conversion rates (from browser to buyer) and lower shopping cart abandonment.
Here is a list of the 20 most successful Web features addressing all aspects of the eCommerce life cycle.
MERCHANDISE PROMOTION
1. Online & offline coupons
Create buying incentives by displaying or sending coupons that can be redeemed online (through promotional codes) or in store (with flyers).
Create buying incentives by displaying or sending coupons that can be redeemed online (through promotional codes) or in store (with flyers).
2. Promotional Newsletters
Encourage your customers to register online or subscribe in store to your newsletter and keep them engaged by sending them promotions, information about new products, invitations to participate in contests, etc.
Encourage your customers to register online or subscribe in store to your newsletter and keep them engaged by sending them promotions, information about new products, invitations to participate in contests, etc.
3. Email alertsUse email alerts to warn your customers when their purchase order has been received and shipped. Some retailers use alerts to follow-up on customers who haven’t finished checking out with their shopping carts. Each email alert is an opportunity to stay in touch with customers and offer them targeted promotions: coupons, cross-selling items related to their purchase, etc.
4. Affiliate programs
Affiliate programs enable other websites to sell your products and be rewarded to do so. It is a great way to increase product awareness, customer conversion and ultimately revenue.
Affiliate programs enable other websites to sell your products and be rewarded to do so. It is a great way to increase product awareness, customer conversion and ultimately revenue.
ENHANCED CATALOGUE
5. Multi menu product catalogue
Make it more convenient for your customers to browse the products of your online catalogue. Many online retailers display at least 2 sets of menus. The most common menu is product categories. Another menu could be product segmentation by price range, by brand, by room in the house, etc.
Make it more convenient for your customers to browse the products of your online catalogue. Many online retailers display at least 2 sets of menus. The most common menu is product categories. Another menu could be product segmentation by price range, by brand, by room in the house, etc.
6. Rich media product display
Serve your customers’ need for more product information by adding to your product description: - photos with different views or colours - photos showcasing the merchandise in a setting or on a model - ability to zoom in or out of products - 360° interactive views - video of product review or on how to use the product
Serve your customers’ need for more product information by adding to your product description: - photos with different views or colours - photos showcasing the merchandise in a setting or on a model - ability to zoom in or out of products - 360° interactive views - video of product review or on how to use the product
7. Product comparison
Make it easy for your customers to compare 2 or more products on your website. This is of great help when comparing electronics or cars for example which have many technical specifications. When possible also display product ratings to give a qualitative satisfaction feedback on the merchandise.
Make it easy for your customers to compare 2 or more products on your website. This is of great help when comparing electronics or cars for example which have many technical specifications. When possible also display product ratings to give a qualitative satisfaction feedback on the merchandise.
8. Product bundling and add-ons
Product bundling is a very common strategy to improve sales by associating a discount to a combination of 2 or more products purchased together. Product add-ons based on relevant product combinations or on customers’ most combined purchases is another way of increasing sales.
Product bundling is a very common strategy to improve sales by associating a discount to a combination of 2 or more products purchased together. Product add-ons based on relevant product combinations or on customers’ most combined purchases is another way of increasing sales.
9. Product in store availability
This is an essential feature for multi-channel retailers who want to offer convenience to their customers. By showing in store stock availability, buyers will be able to: - purchase online and pick-up in store - browse online, check stock availability and buy in store
This is an essential feature for multi-channel retailers who want to offer convenience to their customers. By showing in store stock availability, buyers will be able to: - purchase online and pick-up in store - browse online, check stock availability and buy in store
10. Product alikeness
The browsing experience on an eCommerce website should be engaging and endless. A great way to achieve this goal is to enable shoppers to see other related merchandise related to the initial product they were interested in. This encourages product discovery and converts into more , cross-selling revenue.
The browsing experience on an eCommerce website should be engaging and endless. A great way to achieve this goal is to enable shoppers to see other related merchandise related to the initial product they were interested in. This encourages product discovery and converts into more , cross-selling revenue.
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