Starting an e-commerce store today is not a huge deal. Topped with a good idea, even a basic website can transform into an e-commerce store in no time with a simple shopping cart plugin like ours.
Trouble is, there are millions of such e-commerce stores out there on the internet that set up shop and hope to win wallet-share on a wing and a prayer. My bet is that your store is a lot more valuable to you to leave outcomes like success, failure or mind-blowing popularity in the hands of pure chance.
So what would you do to take that e-commerce store of yours from good to great? Here’s what.
1. A Pleasure to Use, Not Easy to Use
Don’t you hate having to hunt through umpteen different aisles to get that one thing you came to pick up at your local supermarket? The feeling of being completely at sea when hunting for your desired products is by no means restricted to the physical world.
I can recount numerous instances where sifting through an e-commerce store in pursuit of that elusive item has left me tearing my hair out.
Spare your users this agony by building an online store that is easy to use. Why easy, build one that is a pleasure to use. Some key aspects to cover when working on improving usability are:
- Simple and intuitive product categories
- Navigation that is easy to follow and follows from the product categories
- Appealing, yet not overwhelming website design with ample white space
- Beautiful images that help users experience the product even when they’re unable to touch and feel it
- Support multiple languages, currencies based on the geographical areas that your site services
- Pages that load fast and are compatible with various browser types to make the entire shopping experience smooth flowing
Invest some time and effort into A/B testing every feature of your website that your user interacts with – the product categories, site navigation, the checkout process, post purchase service levels. A disappointment in even a single aspect of usability has the potential to ruin the overall user experience – something that a great e-commerce store will never tolerate.
2. Being House-Proud
Classical romance demands grand gestures that sweep ones partner off their feet to establish your affection for them. Many brands go ahead and implement such grand gestures every now and then to remind customers how important they are to them.
However, everyday lives cannot be filled with grand gestures. Everyday special demands paying attention to the little things. Turn to the oft-ignored but strangely powerful little things that populate your website and turn them into unexpected spots of joy that leave customers coming back for more.
Work on your web copy. Instead of writing your own website copy or getting it done in-house to cut costs; get a real professional to write your copy. Smart, sharp copy doesn’t simply tell customers about your business; it holds a conversation with them.
If copy is important, micro copy is equally vital. Micro copy refers to those little instructions in tiny font that you see on web pages that offer you real-time advice on what to do next. Microcopy tends to be contextual and often witty. Thoughtful, well written microcopy not just saves a customer time when they’re filling up a web form, it also offers a wonderful piece of whimsy that brings out your brand’s personality.
Choose to go ad less across the site to improve your users’ experience? Highlight this benefit to your users so they are aware of your gesture on their behalf. Is users’ privacy a driving concern for you? Are you taking all possible measure to protect it? Inform them about it and win them over with your user friendly policies.
Small things are remembered long after the initial excitement of those grand gestures wears off. Aim at being spectacularly memorable, mere spectacular is for also-rans.
3. Giving Customers a Voice
User generated content like product reviews on e-commerce sites, helps in making the content on each product page richer and more useful to other readers. Top online retailers like Amazon, Walmart, Old Navy, and others actively solicit user reviews and include them in their product pages.
This practice has the added benefit of having Google’s blessing. You see, user generated content like reviews are correlated with increase in click-through rates. Further, Google’s local updates are known to factor these in while ranking pages in their search results. So content about your brand by third parties that you did not have to pay for, pretty much translates into a vote of confidence for your brand, hence improving your SEO ratings. This comes as no surprise if you think of it, but it has to be mentioned as a key reason to promote user generated content, nonetheless.
Understandably, users tend to give more credence to the real experiences of fellow consumers to the advertising magic that brands try to pull off. This explains the popularity of social review apps like Yelp or TripAdvisor.
According to a study by Bazaar Voice, 51% of Americans trust user generated content over other sources of brand information. This need for validation from other users is even stronger for certain types of purchases like major electronics purchases (44%), cars (40%) and hotel bookings (39%).
4. Being a Part of Something Bigger Than You
It’s easy to offer users a couple of coupons or special discounts and buy their loyalty, however fleeting that will be. A great brand on the other hand, inspires customers to buy from them whether or not there are discounts thrown in. What’s more, these are brands that make customers feel good for buying from them.
They do this by aligning themselves with goals that are loftier than mere bottom line numbers. When users know that your brand stands for something that is altruistic and close to their hearts, they’re not just loyal to you, they become brand evangelists for you.
A great example for this is TOMS Shoes.
TOMS Shoes was founded on the principle of ‘One for One’ where each pair of shoes bought by a customer would be matched by another pair of shoes donated to a needy child in developing countries like Argentina, Ethiopia, Haiti and others.
This ‘business with a purpose’ was lapped up eagerly by young consumers who looked at shopping from TOMS as their contribution to a better world. It also helped that TOMS has some pretty cool shoes to go with the promise of doing good for the needy.
The support from their users is amply demonstrated by their annual ‘One Day Without Shoes’ event where millions of TOMS customers from around the world spend a day without shoes to raise awareness for the millions of under privileged children who live without shoes every day of their lives.
5. Staying Top of Mind, without Stalking Customers
No brand can hope to have a loyal fan following if their users don’t even remember them after one purchase. Most brands spend millions of dollars in advertising, sales promotions, one-on-one events with customers, celebrity endorsements and more; to remain relevant and memorable to their target audience.
Spending pots of money is not a problem if you are a Coke or Samsung or McDonald’s. Smaller folks like you and I need to get creative to stay on top of users’ minds. Digital media and big data have combined to ensure that we don’t have reason to despair.
Use the biggest asset that your website generates on a daily basis – big data – to help you build brand recall and brand preference among your users. Based on users’ actions on your site, create segments and target each user segment with communication that is relevant to them. Email marketing is a perfect tool for reaching out to various customer segments with tailored messages at zero cost. The great thing about email marketing is, that it offers the highest conversion rates among all other digital marketing tools available – paid or otherwise.
Another tool that you can employ easily without burning a huge hole in your pockets is social media. Pick social networks that matter to your target audience and post content on these networks that your users will appreciate. Top of mind recall does not mean salesy content that pushes your product down people’s throats and timelines. It is content that they willingly seek out.
The same goes for your website blog. Make your readers actually seek out content on your blog, instead of force feeding them promotional content that they’re naturally blind to anyway. Here are some great examples of content marketing by brands that manage superb top of mind brand recall without talking about their business much.
6. Remembering Customers without Sales on Your Mind
Just as it is important to maintain top of mind brand recall among your target audience, it is even more critical to let your customers know that they mean more to you than mere sales.
Building a real relationship with your customers helps in sales not just today or tomorrow, but for years to come.
Invest in building a relationship marketing program where the basic aim of your communication is to become your customer’s friend and not con them into buying your next product. People trust their friends, not pushy salesmen out to close a deal.
Reach out to customers when they least expect it. Birthday greetings are standard by now. Keep in touch with your customers for events like their first anniversary of shopping on your site or celebrate the 5th purchase made by them on your site with a special gesture and so on.
Even a simple ‘Missing You’ note tells the user that you’re thinking of them and they’re not just another customer for you.
Another way of reaching out without being promotional, is by being actually useful to your customers. Remind them of things that matter to them, for example if a customer has bought one pack of sanitary napkins from your store, you obviously know that she will be needing another pack around the same time, next month. Proactively send out an email reminding your user that she might be out of stock and might want to stock up in time.
Over to You
Thankfully, by now the clunky websites of the nineties have been left behind in the last century and most websites are decent, if not pretty good in terms of their usability. But then again, how many of us remember every single site that we shopped on, ever? Unless it offered something truly outstanding, most e-commerce sites just blend into each other.
Don’t let your online store be yet another statistic. Invest in some (if not every single one) of these little gestures and ensure that your brand remains memorable long after that first purchase.